2021 LESSONS LEARNED
As the year draws to a close, Pf asked pharma professionals and healthcare experts about their key learning from 2021. WORDS BY Emma
Cooper
Being customerobsessed has never been more business-critical Mark Ward
MARK WARD BUSINESS DEVELOPMENT DIRECTOR, STAR OUTICO
Being customer-obsessed has never been more business-critical. ‘Knowledge is power,’ and never has this statement been more appropriate than in the post-Covid digital world and the engagements pharma is driving with NHS stakeholders. Understanding our customers, their preferences, and their personas, will ultimately enable the shift to personalised engagements using that mix of in-person and digital content. 2021 has
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seen a leap from ‘one to many’ (one size fits all), to ‘one to some’ (personalised to customer segments), and ultimately toward ‘one-to-one’ individualised customer journeys. Companies are striving for both push and pull content – drawing engagement through customer interaction, triggers, and signals of interest. This, coupled with brand/product ‘events’ through ‘push’ messaging, makes for a more impactful and personalised approach. An evolution of engagement, a balanced value exchange: the customer at the heart of engagement programmes in 2021.