Customer centricity is a trending topic in pharma comms and marketing. For many, it is the answer to creating more accessible and valuable digital assets and platforms for audiences to engage with.
In a recent study, only 4% of pharma marketeers said their digital pharma product launches "regularly succeed."1 This report concludes that the ways of working need to change, to include user research and customer centricity. To improve the success of digital products, pharma companies should adopt a customer-first mindset, instead of a product-first approach.
But for an industry with limited experience creating lots of digital products or platforms, where should we start? And how do we know what our customers really want?
I'm going to answer these questions for you by writing about a process I'm particularly passionate about: user testing. By the end of this article, you'll understand why this process is incredibly valuable for creating or optimising any digital product you produce to engage your HCP audience.
Including the customer in the design process: User testing
One of the ways we can ensure our assets and platforms are more customer-focused is to include HCPs in the design process. You can do this by inviting them to test the product via 'user testing'.
User testing helps us get a better understanding of how a digital asset is being used. The insights from this type of research are very powerful and go a lot further than market research or focus groups: how people say they use something can differ considerably from how they actually use it in practice.