ePharma 2017: “We must practice what we pitch”

The 16th ePharma summit carried a brave headline -The Art and Science of Innovative Digital Strategy - for a reason.Usually, when we talk innovation, we imply on technological advances that drive the industry forward. But it seems that more and more industry professionals start recognizing the fact that innovation goes far beyond the technology and involves a human factor.“The Art and Science of Innovative Digital Strategy” had a well-defined human touch to it which served as the overarching theme for ePharma 2017 summit. During the conference ’ opening ceremony Jay Baer, New York Times bestselling authorHug Your Haters, gave a head start presenting his perspective on innovation in pharma - integration of customer service in patient marketing.J. Baer shared that customer experience is about expectations through customer service. Because the customers are so connected, they expect speedy resolutions to their problems, and we as pharma marketers, have to make sure we meet those expectations.Here are just some of the thoughts Mr. Baer brought to our attention:Weak customer service crashes sales and marketing;No response IS a response. If you don ’t answer customer’s complaint, that decreses customer advocacy by 50%Hug Your Haters is a strategy - an attempt to address every complaint on every channel possible.“Don’t be on a treadmill trying to catch customers”. We have to stop making excuses and start participating in the discussions. To continue r...
Source: ePharma Summit - Category: Pharmaceuticals Tags: Digital Health ePharma Pharma Innovation pharma marketing Source Type: blogs