Company Overview
A prestigious player in the pharmaceutical industry, this company boasts a rich heritage dating back to the last century. With a workforce of about 70,000 employees and operations spanning the European and transatlantic markets, it is a beacon of innovation in developing and implementing cutting-edge medical and pharmaceutical products.
Project Objective
The project focuses on refining the customer experience for healthcare professionals (HCPs) and patients across over 20 Mid-European markets. By launching CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) surveys at various stages of the customer journey, the initiative aims to capture a holistic view of HCP and consumers (HCC) interactions, understanding their needs, preferences, and areas requiring enhancement.
Project Genesis
The company embarked on this journey with a clear goal: to quantify and enhance the value delivered to its customers. The chosen methodology involved an extensive collection of CSAT and NPS data, alongside additional surveys, to gauge the current state of customer experience provided to HCPs and HCCs.
Engagement Channels and Tools
Surveys were distributed through multiple channels ensuring a comprehensive reach.
Other distribution channels included marketing newsletters, banners on the company’s website, and social media posts. In addition to digital communication, we also engaged in events, webcasts, lectures, and participated in expos and summits.
Direct communication included sales rep meetings and feedback from speakers at various events.
For the website and webinar feedback we have introduced interactive feedback widgets and post-event surveys which empowered the company to pinpoint areas for improvement in UX and content delivery.
Project Execution
The project started with a baseline customer experience research within one therapeutic area, employing personalized email invitations to HCPs and HCCs and A/B tests on the approach in order to increase participation rate – all these steps resulted in a 220% increase in response rates and an 83% completion rate.
Following a successful pilot in Switzerland, the project expanded to multiple markets across the region, launching hundreds of surveys and collecting feedback from thousands of HCPs and HCCs within one year.
Results
The integration with an omnichannel dashboard facilitated real-time tracking of KPIs, marketing campaigns, and sales performance, linking customer experience metrics directly with business outcomes. The project aligned customer experience with sales objectives to bolster customer loyalty and satisfaction.
Screver CX Platform – The perfect Partner for this task
Screver was chosen for its engaging surveys and user-friendly admin part, multiple tailored Life Science industry survey templates, and seamless integration with industry-specific tools. Its ability to quickly align with the company’s needs and the ease of survey creation and launch were pivotal in the project’s success.
A survey itself can be created in 4 minutes and launched within 1-1.5 weeks including the Medical Legal Approval.
Screver CX Consultants possess extensive experience in the themes and requirements of the pharmaceutical market. This knowledge enables them to provide full-cycle consulting, starting from the project strategy kick-off explicitly tailored to each Business Unit, followed by support with implementation of the feedback programs to finally, feedback analysis and consulting on the following possible improvements.
Conclusion
This project demonstrates how a strategic approach to customer experience can yield significant insights and improvements in HCP and HCC engagement. The company has set a new standard in understanding and enhancing the value it delivers to its customers through targeted surveys, integration with critical platforms, and a focus on actionable feedback.
