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Wunderman World Health’s Becky Chidester Discusses the Pharma Industry’s Need for Customer Centricity
by Wunderman
NEW YORK, October 6, 2010—Does it pay to listen? According to Wunderman World Health President Becky Chidester, pharmaceutical companies would be well served if they listened to and met the needs consumers are calling for. Chidester joined Doris Gilman, the host of Health Thought Leadership One-to-One Blog, on a podcast to discuss the growing global need for Customer Centricity, the science of listening to consumers.
The permalink to the podcast is at: http://seen-heard.com/blog/?p=812
Chidester recently returned from an extensive “listening tour” with corporate health leaders throughout North America, Europe, and Asia. Employing Wunderman’s proprietary tool, The Listening Platform, Chidester monitored social conversations and interactions on the Internet, as well as other forms of communication, between the customers and constituencies served by health businesses: consumers, patients, physicians, and advocates.
She found that the parameters of pharma marketing have changed, swinging in favor of the consumer.
“Pharma companies need to listen to the language that consumers are using to speak in order to speak to them on their terms,” said Chidester. “People want solutions provided to them in meaningful ways in a language they understand.”
Above all Chidester sees the powerful need for companies to organize their business processes around meeting identified customer needs, language, and trends.
“Data can be translated into action. The information available will lead companies to adopt a customer-centric mindset and gain a differentiated competitive advantage only when they serve the needs of individual customers,” said Chidester.
