Pharma Marketing USA
Tuesday, November 16 | 12:00pm ET
It took a pandemic to get healthcare caught up to CPG. We have embraced data, CX, and MarTech’s ability to deliver 1:1 experiences. In our hasty transformation we have skipped a crucial step in our evolution. Most healthcare companies consider themselves customer-centric, but in reality they are brand-centric and customer-focused. The data they use is centered on brand-relevant transactions, not the true health consumer journey, leaving out major moments in the customer experience that can significantly impact a customer’s perception. This limited data creates barriers in understanding the full and “true” customer, and erects roadblocks to providing a customized experience.
In this workshop, participants will explore:
- Practical tools to help uncover motivational mindsets and plot the complete customer experience;
- What data sources are required to capture customer experiences, including preferences, behavioral attributes and drivers of purchasing decisions;
- Ways to connect initiatives to insights collected from specific data sets;
- How to ensure every initiative reinforces an experience that keeps your brand "worth it."
Meet Our Speakers
AJ Triano
EVP, Practice Lead
Customer Experience Strategy
Jen Batey
SVP
Integrated Strategy
