Pharama-DiagramEven with the many technology advancements being deployed throughout pharmaceutical organizations, transparency is still a major barrier between a company and its customers.

The highly regulated pharma industry makes it challenging for technology and information leaders to launch new customer experience solutions that can enhance processes and ultimately improve the bottom line. However, there are ways to follow regulations and keep a consistent, quality experience for everyone involved including employees, pharmacists and patients.

When looking to address transparency issues, companies need to keep a close eye on how certain protocols could negatively affect a customer’s experience. The following steps can help pharmaceuticals minimize the transparency gap between customers using flexible technologies to improve brand loyalty, provide personalized interactions and enhance the overall customer experience.

Know your customer needs before the industry changes

In order to keep customers informed, loyal and satisfied, pharma companies need to be prepared for any sudden changes to industry regulations. This was a challenge for AstraZeneca Pharmaceuticals, a global biopharmaceutical company, who struggled to keep technology processes up to date with constantly changing regulations.  With cloud-based IVR solutions, pharma businesses like AstraZeneca were able to streamline communication improvements following changing regulations, resulting in an improved customer experience and an increase in brand loyalty.

One holistic view into data results in cost savings

Gaining a holistic view of all the data coming through an IVR can also benefit pharmaceuticals that may have many branches to the business and varying technology processes. AstraZeneca chose to implement cloud-based IVR with our CX Analytics solutions embedded into the solution to monitor where there are inefficiencies in productivity and immediately make data-driven decisions to improve the call process. With insight into how the customer is connecting with the organization, pharma organizations can reduce costs, and constantly make quick changes based on industry and customer needs. With a comprehensive view of the customer experience solution’s data, AstraZeneca and other pharmaceuticals can make iterative changes to their IVR to instantly improve the experience and enhance brand loyalty.

Going mobile to stay connected

Every industry is starting to offer mobile solutions to better connect with patients, and pharmaceuticals should not be left behind. Even with a 46% increase in use of mobile devices for health care information and services since 2010, research shows that pharma companies are lagging in their usage of mobile solutions. Leaders in the industry will always be thinking about the threats to sensitive information about patients or medications, but there are ways around these doubts to cater to customer needs. For example, each pharmaceutical company can create a customized mobile app that can act as a voice agent for customers looking for answers about recent healthcare news or changes to a medication. Providing customers with on-demand access to a pharma company can help increase transparency as well as empower customers and pharmaceutical organizations to develop an interactive, two-way conversation.

Read the complete AstraZeneca customer success story here.