Even with innovations to medicines and treatments, how the pharmaceutical industry interacts with patients and customers has largely stayed the same for decades.
But one company is breaking through the push and sell method with a large-scale digital transformation to disrupt the industry.
Davidek Herron, Global Head of Digital at Roche Pharmaceuticals, believes that all companies can—and must—undergo digital transformations to provide value to their customers. Instead of simply doing things how they’ve always been done, companies in all industries must focus on finding gaps and adding value for their customers.
As with everything, customer experience needs to be central to digital transformation. The goal should be to provide seamless experiences and to make it as easy as possible for customers to do business with the company.
Herron recommends companies start simple by understanding who their customers are and what they need. This requires really talking to customers and being open to their feedback and suggestions. Companies must understand the feedback and data they get from customers, including how they are capturing it and what they will do with it. Herron believes companies have to be able to measure if they want to be effective.
Once companies understand their customers, they can start to build core digital infrastructures. Knowing their customers allows companies to deliver the right messages at the right time and makes companies and customers partners instead of a one-sided sales relationship.
Most companies understand the need for digital transformation, but many are overwhelmed at the thought of completely overhauling their organization. Herron recommends simplifying the transformation by first setting a goal and vision. He recommends under-promising and over-delivering. Leaders must set the tone and be clear about where they want the company to go. With that goal and common cause, the company can start with quick digital wins to show the value of the transformation and gain momentum for further changes.
Herron says one of the most important things for a digital transformation is to have the right people in place. Having employees who are motivated and are willing to go the extra mile to solve problems improves morale and keeps the company moving forward. Even with all that is involved in digital transformation, finding and retaining top talent should be a priority for leaders.
If the pharmaceutical industry can change with digital transformation, all companies can change. Digital transformation doesn’t have to be complicated. Setting a vision, understanding customers and getting the right people in place can put companies on the path to lasting transformation.
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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here.
