Pharma companies are investing heavily in customer experience, but traditional metrics like Net Promoter Score fall short in capturing competitive context, acquisition potential, or drivers of engagement. IQVIA advocates a holistic, HCP-level measurement model that goes beyond satisfaction to link CX with business outcomes. Critical factors include field team interactions, digital channel satisfaction, patient support, clinical information, product access, and overall product experience. By integrating cross-functional datasets, applying advanced analytics, and fostering collaboration, companies can generate actionable insights, optimize engagement, and drive measurable ROI.

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