Medical Information Delivering Improved Customer Experience: A Guide

Area of Science:

• Pharmaceutical industry
• Healthcare management
• Customer relationship management

Background:

• Customer experience (CX) is critical for business success.
• Medical Information Contact Centers in pharma provide scientific information to healthcare professionals and patients.
• Optimizing CX in these centers is essential for continuous improvement.

Purpose of the Study:

• To analyze and guide the design and measurement of interactions within pharmaceutical Medical Information Contact Centers.
• To facilitate the delivery of a superior and continuously improving customer experience.
• To develop a tailored CX guide for the pharmaceutical industry.

Main Methods:

• Surveys were conducted with CX professionals and phactMI members to identify CX trends.
• Analysis of quality monitoring data from Centerfirst on pharmaceutical industry customer interactions.
• Development of a CX guide based on survey and quality monitoring findings.

Main Results:

• Key CX trends include the need for a clear strategy, technology utilization, and frequent results sharing.
• Areas for improvement in CX strategy, measurement, and results dissemination were identified.
• A positive correlation was found between CX and agent skills in leadership, empathy, and compliance.

Conclusions:

• A CX guide tailored for the pharmaceutical industry has been developed.
• This guide can assist in identifying, assessing, and improving customer experience in Medical Information Contact Centers.
• Strategic focus on CX, technology, and agent skills is crucial for enhancing pharmaceutical customer interactions.