Results from Global Pharmaceutical Customer Experience survey

UCB and J&J Innovative Medicine come out on top, while customer experience is in a state of flux

Research on the state of the customer experience (CX) that the global pharmaceutical industry provides to healthcare professionals (HCPs) has been released by DT Consulting, an Indegene company.

For its 2024 research, the specialist life sciences strategy consulting firm assessed 12,200 interactions from 6,100 HCPs across 13 countries and eight specialty areas using its Customer Experience Quotient (CXQ).

Key findings from DT’s latest report, The State Of Customer Experience In The Global Pharmaceutical Industry, 2024: HCP Interactions, include:

• UCB retains the number one position it gained in 2022 in the overall global CX ranking, with a CXQ score of 65, holding off strong competition from J&J Innovative Medicine and Lilly, which both achieved a CXQ score of 64
• J&J Innovative Medicine leads in non-digital channels, with a CXQ score of 72, followed by Lilly (69) and UCB (68), with strong six-point increases in the CXQ scores from J&J and Lilly enabling them to leapfrog some of 2022’s leaders
• UCB, Pierre Fabre and Takeda stand out in a competitive digital field, where UCB leads with a CXQ score of 60, followed by Pierre Fabre and Takeda (both 59).
• CXQ scores of 76-100 are considered by DT to be excellent, 51-75 are good, 26-50 are fair, and 1-25 are poor.

The study also found that country-level CX is in a state of flux, with key emerging markets offering divergent experiences. Notably:

• Despite a gradual lifting of country scores, the underlying picture of pharmaceutical CX around the world is one of instability
• Seven countries’ CXQ scores fall in the 2024 survey, while only four improve on their 2022 scores, held back by a lack of consistent improvements in CX
• Brazil retains its leadership position in DT’s country rankings and is on the cusp of an excellent score with a CXQ of 75, but China’s CXQ score falls by six points to 52, weighed down by digital engagement scores that put it in danger of slipping to a fair ranking.

About DT’s 2024 global CXQ study of HCP interactions

Research for the 2024 global CXQ study was carried out between January and February 2024. The email-initiated, predominantly online, customer experience survey involved 6,100 HCPs working primarily in cardiology, dermatology, endocrinology/diabetology, gastroenterology, general practice/family medicine, haematology, oncology and pulmonology/respiratory. Respondents were based in Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Saudi Arabia, Spain, Turkey, the UK and the US.

DT’s Customer Experience Quotient (CXQ) metric uses a driver model of customer experience to understand HCP perceptions about their interactions with pharmaceutical companies. It provides a very strong measurement framework for voice-of-the-customer insights and provides the ideal feedback loop for service design, content strategy and channel engagement choices.

The 34 companies ranked in the 2024 survey are: Abbott, AbbVie, Amarin, Amgen, Astellas, AstraZeneca, Bayer, Biogen, BioNTech, Boehringer Ingelheim, Bristol Myers Squibb, Daiichi Sankyo, Eisai, Gilead, GlaxoSmithKline, Grünenthal, J&J Innovative Medicine, Lilly, Menarini, Merck, Merck & Co, Moderna, Novartis, Novo Nordisk, Otsuka, Pfizer, Pierre Fabre, Roche, Sanofi, Servier, Takeda, Teva, UCB and Viatris.

The latest research follows DT’s 2022 global pharmaceutical customer experience report on HCP interactions and the full 2024 study includes company benchmark rankings by relevance, simplicity and trust across digital and non-digital channel experiences; CXQ footprint scores to better understand share-of-voice and recall, and HCP channel preferences for different types of content, including driver exploration and persona implications.

DT Consulting is an Indegene company – learn more at www.dt-consulting.com