How did pharma’s predictions for key omnichannel trends in 2023 compare with the real data?
Earlier this year we invited you and your colleagues in pharma to share your predictions for four key customer engagement measures in 2023:
- HCP preference for a digital-only or mixed approach to pharma medical educational engagement;
- HCP satisfaction with pharma’s digital offerings during recent product launches;
- The share of marketing budgets in 2023 allocated to digital, and;
- The percentage of NPS scores among ‘passives’ (those awarding a score of 7 or 8) driven by Cx-related factors (rather than product attributes).
Courtesy of the latest research from Navigator365™ Core and the 2023 Maturometer™ report, we can now present the ‘real data’, and see how these results compare to those averaged predictions – the so-called “wisdom of the crowds”:
For 2023, pharma colleagues felt that 2022’s dip to 65% was a temporary blip rather than the beginning of a decline, and that the trend towards an increased HCP preference for omnichannel medical engagement would get back on track. And while the actual figure from Navigator365™ didn’t quite hit the prediction of 69%, it wasn’t far off, with specialists’ preference indeed bouncing back – to 67%. Not bad!
There were expectations of an increase in HCP satisfaction with pharmaceutical digital offerings during product launches, with 38% being projected as "satisfied or very satisfied" (a slight improvement from 35% in 2022). However, the actual data for 2023 reveals a much more optimistic picture, with HCP satisfaction in the launch setting now at 44% (closing the gap with overall satisfaction). Onwards and upwards!
The outlook for the share of digital in marketing budgets was very optimistic, with participants forecasting a substantial increase from 28% in 2022 to 35% in 2023. And while the actual data reveals a more moderate increase, 32% still represents the highest share of the total budget yet, indicating a promising shift towards digital marketing strategies.
With only one historical data point to inform projections, it was hardly surprising that we’d see a significant amount of variation in predictions for this new metric. The actual data reveal that, still, over half of specialists who give an NPS rating of 7 or 8 attribute this score to customer experience (the figure, as expected, is higher for promoters and much lower for detractors), underscoring the importance of Cx in transforming ‘passive’ HCPs into promoters.
To find out more about how these and other insights from our Navigator365™ suite of products can help power your customer engagement strategy in 2024 and beyond, visit our website or arrange to speak with one of our omnichannel experts – our experts would also be delighted to answer any questions you might have about the latest 2023 datasets that have just arrived on the Navigator365™ Core platform.
Further reading: Navigator365™ Core, Navigator365™ Cx Benchmark, Maturometer™.
