This article is the second of four parts that will help you improve your customer experience. 

How can pharmaceutical companies create personalized and adaptable customer engagement strategies that deliver value at every customer interaction? The answer lies in developing a comprehensive data strategy, which will serve as the foundation for building a 360-degree customer view and driving automated customer engagement journeys. 

To achieve this, it will be crucial to bridge the gap between field and headquarters by capturing and integrating the rich, deep knowledge which currently typically resides within field teams. It will also require breaking down functional silos and connecting data across Sales, Marketing, Medical, and Patient Services and working closely with compliance to ensure alignment with regulatory requirements around data management. 

This is the second article in a four-part series, exploring why data is the cornerstone of successful customer experience (CX) and offering strategies for how to leverage it. In this article, we’ll discuss key considerations for building Customer Data Platforms (CDPs) and how to utilize advanced predictive tools, such as Next Best Action (NBA), to foster meaningful engagement. 

Holistic Understanding of HCPs  

To deliver meaningful CX, pharmaceutical companies need a 360-degree view of HCPs. This involves integrating different types of data into one comprehensive profile. This data may include, but is not limited to: 

• Digital Presence, including Social Media Usage: Insights into online activity and professional networks. 

• Channel Affinity: Preferred communication platforms and interaction styles. 

• Clinical Trial Engagement: Participation in research and collaboration opportunities 

• Field and Service Interactions: Qualitative insights from engagement with sales reps, MSLs, patient services, and customer support  

• Specialty and Practice Characteristics: Including patient case load, practice size, and areas of focus. 

• Customer Satisfaction Scores: Perceived quality of interactions  

• Peer and Key Opinion Leader Network Maps: Understanding professional connections and influence. 

• Attitudinal and Behavioural Segments: Insights into motivation, preferences, and decision-making drivers. 

Pharmaceutical companies often already possess many of these customer data points, but they are frequently siloed across functional databases (e.g., Sales, Medical Marketing, Patient Services). This fragmentation prevents the organization from fully leveraging these insights to drive more effective engagement. 

Moreover, a significant amount of this valuable information resides in the minds of customer-facing teams. The best reps are already intuitively using all this information to guide their customer interactions – but there is a huge risk in this – if a representative leaves the organization, all that critical customer context and insight goes with them, leaving a gap that can disrupt continuity and long-term customer relationships.  

Consolidating in a Customer Data Platform (CDP) 

One of the biggest challenges in mastering CX for pharmaceutical companies is the fragmentation of data. Customer information is scattered across multiple systems (e.g. CRM systems, marketing platforms, third-party databases) – making it impossible to gain a comprehensive view of the HCP and personalize customer engagement strategies.  

A CDP addresses this issue by consolidating data from these diverse sources into a single, unified, centrally managed platform. There are 4 key steps to implementing a CDP: 

• Map Existing Data: Identify and catalogue the customer data already available within the organization 

• Connect the Data (Compliantly!): Integrate these datasets into one centralized platform, breaking down functional silos to create a unified, single source of truth 

• Fill Data Gaps (Optional): Address any missing information by sourcing additional customer data where necessary 

• Enrich the Data: Leverage tools like machine learning (ML) and artificial intelligence (AI) to enhance the data and generate actionable insights which drive personalized customer engagement  

It will be critical to define a data governance framework to ensure high data quality and readiness, which is essential in ensuring trustworthy insights for decision making. It is also important to collaborate with compliance early and often. Do not think of compliance as a checkpoint, but rather an active partner in building this centralized database. Compliance teams play a critical role in providing guidance on which data can be legally and ethically connected, as well as defining access controls within the organization. 

The Power of Activating Data & Predictive CX 

AUTOMATED, TRIGGER-BASED JOURNEYS 

Data holds real value when it drives meaningful action. Automated, trigger-based HCP journeys, powered by a CDP, enable pharmaceutical companies to deliver highly personalized, omnichannel engagements at scale. These journeys operate through predefined, rule-based workflows that automatically initiate specific actions or communications based on key events, behaviours, or conditions. 

Customer engagement actions unfold in a structured yet adaptable sequence, tailored to HCP preferences, behaviour, and lifecycle stage. 

For example, during the launch of a new drug, an HCP might first receive an email introducing the product. If they engage with the email (e.g., open or click), they may then be invited to a targeted webinar. Following their participation, a sales representative could be prompted to schedule a personalized one-on-one meeting. Post-meeting, the HCP might automatically receive follow-up content, such as clinical studies. If engagement metrics—such as content downloads, time spent on materials, or repeat visits—indicate strong interest, the journey could progress to additional training resources. Conversely, if engagement is minimal, the journey might intelligently adapt, shifting focus to alternative channels such as rep-led interactions or digital advertising. 

By leveraging a CDP, these journeys are not only automated but also dynamic, continuously adjusting in real-time based on HCP engagement signals. This ensures that each touchpoint is relevant, timely, and tailored, optimizing both the customer experience and business outcomes. 

PREDICTIVE CAPABILITIES 

While trigger-based journeys provide a structured, rules-based engagement framework, Next Best Action (NBA) represents a more dynamic and predictive approach. Trigger-based journeys rely on predefined pathways that activate when an HCP meets specific conditions, ensuring consistency and scalability. However, these journeys still operate within a set structure, with limited flexibility beyond predetermined alternative paths. 

In contrast, NBA leverages AI and real-time analytics to proactively determine the most relevant engagement for an HCP at any given moment. Rather than following a fixed sequence, NBA continuously evaluates behavioural patterns, prescribing habits, content interactions, and past engagements to dynamically adjust outreach strategies. This ensures that engagement remains highly personalized and responsive to evolving needs 

Here’s how an NBA-supported engagement might unfold: 

• Initial Engagement (Webinar): Dr. Lee participates in a webinar about the treatment’s clinical trial results and asks questions about its long-term efficacy and patient adherence support programs. 

• Next Best Action (Digital Resource): Based on the webinar interaction, the NBA system suggests sending Dr. Lee a personalized email containing a summary of the long-term efficacy data along with a link to an interactive patient adherence toolkit. This email is tailored to address the specific concerns Dr. Lee raised during the webinar. 

• Follow-Up (In-Person Meeting): After reviewing the toolkit, Dr. Lee expresses interest in how the treatment could be integrated into his patient management workflow. The sales representative schedules an in-person visit to discuss practical implementation strategies and share additional patient case studies. 

• Reinforcement (Virtual Support): Post-meeting, the NBA system identifies that Dr. Lee may benefit from connecting with a Key Opinion Leader (KOL) who has successfully used the treatment in similar patient populations. A virtual consultation is arranged, where Dr. Lee can gain further insights and ask questions. 

Over time, the NBA system continues to adapt, suggesting follow-up actions such as sharing new clinical trial updates, inviting Dr. Lee to another educational webinar, or offering patient education materials for his practice. 

Customer Engagement of the Future 

Currently, many pharmaceutical companies follow an aggressive engagement model, maximizing touchpoints in an attempt to capture HCP attention. However, this approach often overwhelms HCPs with product-centric, irrelevant information, leading to disengagement. 

Imagine a future where a well-designed CDP, trigger-based journeys and/or NBA enables: 

• Streamlined Interactions: Reducing the number of touchpoints while making each one more meaningful and impactful. 

• Personalized Experiences: Tailoring engagements and content to address HCPs’ specific needs and interests. 

While trigger-based journeys and AI enabled NBA allows for more efficient engagement journeys, the objective isn’t necessarily to reduce the size of the salesforce. Human interactions remain vital for fostering loyalty and trust—qualities that cannot be replaced by technology. Moreover, skilled and effective reps are invaluable assets. The true opportunity lies in optimizing how reps use their time. Supported by NBA, reps can focus on building deeper, more meaningful relationships with HCPs, addressing their unique challenges, and tailoring solutions to their needs. Additionally, resources can be reallocated to reach previously deprioritized or underserved HCPs, broadening engagement and uncovering new opportunities for collaboration.