Thursday Sep 25, 2025
Thursday Sep 25, 2025
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To truly set industry standards, pharmaceutical companies must optimise customer experience at every stage of the patient journey
In the era of digital transformation, customer experience has emerged as the primary differentiator in the business landscape. The pharmaceutical industry, like many others, must recognise that the centrality of the customer is not just a competitive advantage but a necessity for sustainable growth. Studies indicate that businesses investing in superior customer experience witness an 80% increase in revenue1.
Additionally, 93% of consumers2 are more likely to make repeat purchases with companies that provide excellent customer service. In contrast, 89%3 of customers who switch to competitors do so due to poor customer experience. These statistics underscore an undeniable truth: customer service is the cornerstone of success.
The importance of patient-centric service
A patient-centric approach is fundamental to improving customer satisfaction, ensuring regulatory compliance, and fostering brand loyalty in the pharmaceutical sector. Unlike traditional retail, pharma companies often operate through intermediaries, including physicians, regulators, and insurers. This makes direct engagement with customers more complex but no less critical. Prioritising customer support services, personalised interactions, and seamless accessibility to healthcare products is imperative.
A robust customer service strategy in the pharmaceutical industry should aim to:
Enhancing customer experience across key touchpoints
To truly set industry standards, pharmaceutical companies must optimise customer experience at every stage of the patient journey.
1. Awareness and education: Patients begin their healthcare journey by seeking information about their conditions and available treatments. Providing credible, easy-to-understand educational materials through digital platforms helps build trust and engagement. Pharmaceutical companies should also support healthcare professionals by ensuring they have access to the latest medical research and treatment insights.
2. Access and affordability: Simplifying the procurement process is essential for fostering trust. Transparent pricing, insurance collaborations, and patient assistance programs help alleviate financial barriers to medication access.
3. Community and support networks: Patient communities offer invaluable support, enabling individuals to share experiences and advice. Pharma companies should facilitate the creation of such networks, strengthening customer relationships and reinforcing brand credibility.
4. Post-treatment support: The journey does not end with treatment completion. Patients require ongoing guidance to adapt to post-treatment life. Regular follow-ups, data-driven insights, and continued engagement help improve long-term patient outcomes.
We are seeing many Sri Lankan organisations in the pharma industry are taking bold steps to redefine customer service. For example, Healthguard Pharmacies is leading the way in redefining customer service through its groundbreaking “Purple Service” initiative. This program is designed to empower pharmacists and enhance the quality of service provided to customers across its network of pharmacies. By focusing on personalised service, expert advice, and a deep commitment to community wellbeing, ‘Purple Service’ sets a new benchmark in healthcare customer care.
Healthguard ensures that its highly trained pharmacists are equipped with the latest tools, technologies, and customer-centric approaches to provide expert guidance and access to trusted healthcare products. Initiative such as these are reinforcing the broader mission of local pharma companies to positively impact the health of Sri Lankans, ensuring they receive the highest standard of care at every interaction.
Measuring and improving customer experience
To enhance customer service, companies must first measure it effectively. Metrics such as Net Promoter Score (NPS), customer satisfaction surveys, social media sentiment analysis, and feedback mechanisms provide valuable insights into areas of improvement. However, these should be analysed critically to mitigate biases and ensure accurate representation of customer sentiments.
Additionally, patient-support programs are an essential strategy for enhancing customer experience. These programs should focus on:
The path forward
The pharmaceutical industry stands at a pivotal juncture where superior customer service is no longer optional—it is imperative. Companies that prioritise customer-centric strategies will not only improve patient outcomes but also establish themselves as leaders in the evolving healthcare ecosystem. Healthguard Pharmacies is committed to setting these industry benchmarks, ensuring that every patient receives not only the right medication but also an exceptional service experience that fosters trust and long-term relationships.
The future of healthcare lies in prioritising the customer. By embracing innovation, enhancing accessibility, and fostering engagement, the pharmaceutical industry can redefine customer service standards and create a healthier, more connected world.
Footnotes:
1https://www.cxrefresh.com/do-you-know-80-of-companies-who-prioritize-customer-experience-are-reporting-an-increase-in-revenue/
2https://www.doxee.com/blog/customer-experience/how-to-improve-the-customer-experience-in-pharmaceutical-sector/
3https://bmmagazine.co.uk/business/customer-brand-loyalty-figures-reveal-89-of-customers-have-switched-to-competitors-because-of-bad-experiences/
(The writer is the Chief Operating Officer of Healthguard Pharmacies, a fully-owned subsidiary of Sunshine Holdings PLC.)
