From product to customer experience: The new way to launch in pharma

How a major pharmaceutical group used personas to redesign its customer experience.

Author(s): Jan Ascher, Daniel Höglund, Arafat M’lika, Ivan Ostojic, Maxence Vancauwenberghe

Publisher: McKinsey

Date of publication: 2018

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Synopsis

This article is one of the sources used in Manageris’ synopses:

The art of creating memorable moments

What makes some moments more memorable than others? Discover the cognitive mechanisms that explain those special moments: you will then know how to orchestrate them for your customers and team members.

274a – Synopsis (8p.) Customer Relationship

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