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Customer Experience and Design

Applying The Concept Of Customer Experience (CX) To Life Sciences

My colleagues in Perficient Digital, Perficient’s in-house digital agency, recently published a fantastic guide about customer experience (CX). While the guide focuses primarily on retail customers, a lot of the advice it contains can be quite helpful for life sciences, so I thought I’d take a stab at translating it for you.

Now, in full disclosure, the guide is 24 pages long, so it’s going to take me several blog posts to get through it. But, if you stick with me, I think you’ll find that it’s worthwhile! Of course, if you’re ready to just read the guide as is, you are absolutely welcome to do that – you can download your copy here. For those of you who want the life sciences translation first, here we go!

The first step for life sciences is to define what the term “customer” means in our industry. Since patients don’t typically buy their medications or medical devices directly from pharma and med device companies, our customers are not retail customers. But we definitely still have customers; it’s just that our relationship with them is a bit different.

Life sciences customers include patients, physicians, clinical site personnel, clinical investigators, clinical subjects, CRO partners, regulatory agencies, and even our employees. Think: Any group of people that you interact with and want to think/feel/behave in a particular way toward your organization.

Once you reframe all of these groups as your customers, you can apply CX principles and methodologies to improve your relationships with them by improving their experience of you.

That’s probably enough food for thought for one blog post! Next time, we’ll dive in deeper.

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Marin Richeson

Marin joined the life sciences industry in 2001. Over the course of her tenure, she has held roles in clinical finance, IT, quality assurance, and validation. The diversity of her experience provides her with a unique perspective on the interconnectedness of this complex, multi-faceted industry. Marin Richeson is a lead business consultant in Perficient's life sciences practice.

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