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UCB Comes Top in DT Consulting’s 2024 Global Pharmaceutical Customer Experience Rankings

August 12, 2024 – Other, Pharmaceutical – DT Consulting, HCPs, Indege, Indegene, Pharma, data

UCB also leads for its use of digital channels in the customer experience benchmark
J&J Innovative Medicine places first for the customer experience it delivers through non-digital channels
At a country level, customer experience is in a state of flux with key emerging markets offering divergent experiences

August 9, 2024 – Princeton, US and London, UK: DT Consulting, an Indegene company, today revealed its latest research on the state of the customer experience (CX) the global pharmaceutical industry provides to healthcare professionals (HCPs).

For its 2024 research, the specialist life sciences strategy consulting firm assessed 12,200 interactions from 6,100 HCPs across 13 countries and eight specialty areas, once again applying its powerful Customer Experience Quotient® (CXQ®).

Key findings from DT’s latest report, The State Of Customer Experience In The Global Pharmaceutical Industry, 2024: HCP Interactions, include:

UCB retains the number one position it gained in 2022 in the overall global CX ranking, with a CXQ® score of 65, holding off strong competition from J&J Innovative Medicine and Lilly, which both achieved a CXQ® score of 64
J&J Innovative Medicine leads in non-digital channels, with a CXQ® score of 72, followed by Lilly (69) and UCB (68), with strong six-point increases in the CXQ® scores from J&J and Lilly enabling them to leapfrog some of 2022’s leaders
UCB, Pierre Fabre, and Takeda stand out in a competitive digital field, where UCB leads with a CXQ® score of 60, followed by Pierre Fabre and Takeda (both 59).

CXQ® scores of 76-100 are considered by DT to be excellent, 51-75 are good, 26-50 are fair, and 1-25 are poor.

Pharmaceutical Customer Experience Around the World

The study also found that country-level CX is in a state of flux, with key emerging markets offering divergent experiences. Notably:

Despite a gradual lifting of country scores, the underlying picture of pharmaceutical CX around the world is one of instability
Seven countries’ CXQ® scores fall in the 2024 survey, while only four improve on their 2022 scores, held back by a lack of consistent improvements in CX
Brazil retains its leadership position in DT’s country rankings and is on the cusp, of an excellent score with a CXQ® of 75, but China’s CXQ® score falls by six points to 52, weighed down by digital engagement scores that put it in danger of slipping to a fair ranking.

Dominic Tyer, Research Director at DT Consulting, said: “The customer experiences that pharmaceutical companies provide to HCPs matter. They can increase physician confidence to use a product, promote dialog with manufacturers, and encourage HCPs to share relevant information with colleagues and patients. CX also has a tangible impact on pharma’s business outcomes.

“However, continual contextual adjustments are needed for customer experience success and this requires a nimble response that focuses on internal transformation within organizations to deliver a more consistent CX across markets, business units, and functions.”

Hannah Price, Senior Director – Customer Experience at DT Consulting, said: “Pharma’s use of engagement channels continues to be mismatched with HCP preferences. The research found that a third of HCPs want either additional channel options or to be engaged in an entirely different way, and that’s a real challenge to the pressing need for companies to improve the customer experience they provide by delivering a consistent differentiated experiences.”

About DT’s Customer Experience Quotient® (CXQ®): DT’s powerful Customer Experience Quotient® (CXQ®) metric uses a driver model of customer experience to understand HCP perceptions about their interactions with pharmaceutical companies. It provides a very strong measurement framework for voice-of-the-customer insights and provides the ideal feedback loop for service design, content strategy and channel engagement choices.

DT has used its proprietary CXQ® impact methodology to regularly measure CX in the pharmaceutical industry since 2017, in the process analyzing and benchmarking over 150,000 patient, physician, and payer interactions. Applying the CXQ® allows life sciences companies to know whether their customer experience efforts please or disappoint their target audience.

About DT’s 2024 global CXQ® study of HCP interactions: Research for the 2024 global CXQ® study was carried out between January and February 2024. The email-initiated, predominantly online, customer experience survey involved 6,100 HCPs working primarily in cardiology, dermatology, endocrinology/diabetology, gastroenterology, general practice/family medicine, hematology, oncology, and pulmonology/respiratory. Respondents were based in Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Saudi Arabia, Spain, Turkey, the UK, and the US.

The 34 companies ranked in the 2024 survey are: Abbott, AbbVie, Amarin, Amgen, Astellas, AstraZeneca, Bayer, Biogen, BioNTech, Boehringer Ingelheim, Bristol Myers Squibb, Daiichi Sankyo, Eisai, Gilead, GlaxoSmithKline, Grünenthal, J&J Innovative Medicine, Lilly, Menarini, Merck, Merck & Co, Moderna, Novartis, Novo Nordisk, Otsuka, Pfizer, Pierre Fabre, Roche, Sanofi, Servier, Takeda, Teva, UCB, and Viatris.

The latest research follows DT’s 2022 global pharmaceutical customer experience report on HCP interactions and the full 2024 study includes company benchmark rankings by relevance, simplicity, and trust across digital and non-digital channel experiences; CXQ®footprint scores to better understand share-of-voice and recall; and HCP channel preferences for different types of content, including driver exploration and persona implications.

About DT Consulting: DT Consulting, an Indegene company, drives transformation by building the capabilities required to help life sciences companies thrive in the digital age for continued customer experience success for patients, physicians, and payers.

DT brings deep industry expertise and focus, and combines it with Indegene’s recognized strength in building, scaling, and managing digital-first operations for the life sciences industry. With 5,500 employees, 20 offices, and operations in 10 countries, the Indegene group supports pharmaceutical organizations from strategy to execution throughout the digital transformation life cycle.

Learn more at www.dt-consulting.com