IET London: Savoy Place
Friday 01 December 2023, 09:45-16.30
BHBIA Winter Seminar 2023: Customer experience (CX)… unravelling an enigma in pharma business insights
Customer experience (CX) is dynamic, ever-changing and critical to the performance of any business but is our understanding of what this means for healthcare as sophisticated as other industries? In pharma, we are more regulated, teams can work in siloes, and the adoption of omnichannel approaches often lags behind the consumer space. The odds can seem stacked against us.
Even with these challenges, opportunities exist to mine new and emerging sources of customer data, draw rich business insights across market research and analytics, and package, communicate and leverage insights for maximum impact.
Go-to-market has arrived as the latest ‘hot topic’ in pharma but is the business insights community ready to rise to the challenge of optimally measuring the intricate facets of CX and, consequently, the overall performance of pharma’s customer engagement activities?
As a UK business insights community, we can draw on our creativity, knowledge and skillsets. Let’s take this opportunity to move forward so we can ensure advanced CX measurement plays a more integral role in driving the vital business decisions that are key to advancing UK healthcare.
09:45 Registration & Tea / Coffee
10:20 Welcome and introduction
10:25 How business insights can support continuous improvement in
CX and a customer obsession mindset
Ben Head, Customer Experience Activation Director & Krissie Mee, Content Strategy Lead - Novartis
Join Ben Head and Krissie Mee as we explore why CX is so important in 2023 and beyond. We’ll look at the most critical CX best practice guiding principles within the pharma industry today and how business insights can support continuous improvement and a customer-obsession mindset.
10:50 Pharma customer experience – what matters most to customers?
Sam Pigott, Engagement Manager - Strategic North
Being truly customer centric is vital to delivering the best possible customer experience across several industries and pharma is no exception – but what factors ultimately contribute to this? What do customers really care about when engaging with pharma?
In this session, Sam Pigott of Strategic North will be conducting an on-stage discussion with two healthcare professionals – each having different areas of focus, goals and experiences when it comes to engaging with pharma. The discussion will bring the voice of the actual customer to this years’ winter seminar.
The panel will unpick the key principles of delivering a leading customer experience in a pharma context, providing food for thought on what themes we as BAI professionals need to consider for optimum CX measurement.
We are grateful to GKA for recruiting the healthcare professionals for this section of our agenda.
11:30 Tea / Coffee Break
11:50 – Enhancing customer understanding and experiences through
Mark Turner, Sr Principal - IQVIA
The world around us is changing, and with it, our customers' preferences and expectations are constantly evolving. As we adopt new engagement models, we must learn how to manage and make sense of the data tsunami created from novel stakeholders, content, channels and technologies.
Join Mark Turner (Sr Principal, IQVIA Technology Consulting) as we explore the best practices in becoming a data-driven organisation, ready to grasp the power of AIML in better understanding our customers’ experiences and building better relationships.
12:20 Tracking trends in pharma customer
experience and applying best practices for future CX measurement
Dominic Tyer, Research Director & Eleni Lee, Manager – Customer Experience - DT Consulting
considered as one of the key areas for pharma companies to differentiate
themselves, today’s keen interest in customer experience (CX) is the result of
a gradual evolution over the last five years. In this session we’ll explore the
key CX trends revealed in industry benchmarking data, where the industry and
its companies currently stand, and how to apply best practices in measurement
to track your CX journey.
12:50 Q&A with our guests
13:15 BHBIA Board Announcements
13:35 Drinks reception followed by Christmas
Ben has over 15 years’ experience in the pharmaceutical industry with over 10 of those years working in the world of customer experience within pharma - from generating the marketing technology, planning the ideal customer touchpoints and building the agile mindset required for continuous improvement to the customer experience.
Krissie has worked in various aspects of pharmaceutical marketing over the last 13 years - from insights and analytics through to driving brand growth. Over the last 5 years she has immersed herself in the world of digital customer engagement, content strategy and customer experience working across many brands and therapy areas.
Sam has over 5 years of experience in UK and global pharma market research and brand strategy. He has a particular interest in leveraging qual and quant customer insights to improve brand performance. This interest extends to understanding ways to effectively monitor and measure customer experience in a constantly evolving landscape, to pinpoint what is likely to 'move the needle' in reality to inform optimised strategic and tactical plans.
25 years strategy consulting experience as a specialist in transformational, data-driven strategies to deliver value and improve customer experiences across novel channels and technologies.
Dominic has more than 20 years of pharmaceutical publishing experience at leading industry titles and is an influential author on the digital transformation of the healthcare sector. In his current role at DT Consulting he is responsible for defining and executing the company’s expanding publication agenda and peer networking event schedule, both of which address the needs of pharmaceutical companies and their leaders. Prior to joining DT Consulting Dominic was Creative and Editorial Director at pharmaphorum’s specialist healthcare content consultancy, while also serving as Managing Editor for its publishing operations.
Eleni has been working as an advisor and dedicated thought partner to senior customer experience, marketing, and digital leaders globally for more than eight years. Her experience spans multiple industries, which has given her a valuable perspective on how to identify and creatively solve both unique and shared business sector challenges. Eleni has worked closely with clients to help improve their customer outreach capabilities to drive retention and growth and develop effective internal mechanisms through cross-functional collaboration, communication, and governance. Prior to joining DT Consulting, Eleni was a senior principal advisor at Gartner.
This event is open only to BHBIA full members.
Early bird' delegate fees for bookings made on or before 10th November 2023:
Members: £250 + VAT
(These prices include an early booking discount).
Cancellation Policy for early bird bookings: full fee payable / no refunds given; however a substitute delegate can be accepted. (Our standard cancellation policy does not apply).
Delegate Fees for bookings made after 10th November 2023:
Members: £320 + VAT
Cancellation Policy: standard cancellation policy applies, as stated on booking form
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