A deep dive into creating customer-centric pharma marketing strategies

To truly put customers at the center, pharma marketing teams need to get to grips with what that actually involves. They have to consider why it matters, what it looks like in practice, and how it drives value.

For companies ready to make that shift, here are five practical strategies worth considering: - 

Rise of new customer experience design and delivery roles

Many pharma companies are now bringing in dedicated customer experience (CX) roles that handle both planning and hands-on execution. These roles are quickly becoming a key part of pharma sales strategy. This approach helps companies connect more meaningfully with patients and healthcare professionals throughout the care journey. Traditionally, marketing teams were more execution-driven, mainly because there were fewer channels to manage. But with so many new touchpoints now in play, a smarter, more deliberate approach is needed. To do this well, businesses need to invest in building strong capabilities during the experience design phase.

Increase in structures to enable cross-functional collaboration

To deliver a consistent and adaptable customer experience across all touchpoints, it is vital to look at the customer journey as a whole. One approach that’s becoming more popular is setting up mirrored roles across different departments. The idea is to have similar functions on both sides so teams can collaborate more smoothly and stay aligned with compliance needs. At the same time, strategic roles are designed to work across functions, which helps connect the dots.

Growth of portfolio and franchise-level teams

A consistent customer experience across a portfolio or franchise calls for stronger, senior-level marketing roles. They will take charge of the overall customer journey, going beyond individual brand efforts to ensure everything aligns at a higher level. This approach will be reinforced by franchise-level KPIs, which will guide decision-making, help teams navigate trade-offs and keep brand teams accountable for delivering a seamless experience.**** The shift strengthens pharma brand management by allowing companies to maintain consistency and strategic clarity across multiple therapeutic areas.

Using local teams in smaller markets 

Since local teams are closest to customers and better understand their needs. Smaller countries may be able to operate with leaner teams that focus mainly on customer experience and execution. Meanwhile, global teams should take the lead on shaping the overall strategy. Local teams would be responsible for tailoring that experience to their markets. They would also feed insights back to the global team and make adjustments based on what customers are saying and doing.

By leveraging these strategies, pharmaceutical companies can gain a competitive edge and offer a great customer experience.