DRIVING BIOPHARMA BRAND SUCCESS WITH BENCHMARKING INSIGHTS AND COLLABORATIVE ACTION

Pauline Schöller | Senior Strategy Consultant, Precision AQ | 19 May 2025

When a biopharma brand’s customer experience lags behind, it doesn’t always show up as an obvious crisis — until the data speaks. One of our leading biopharma customers leveraged Navigator365™ Cx Benchmark as part of a broader engagement and discovered that their brand was underperforming in the eyes of local specialist physicians. With the help of our consultants, they turned these insights into a focused action plan that drove measurable improvements across key customer experience (CX) metrics and brand visibility. This case outlines the client’s journey from understanding the challenges to implementing impactful solutions and, ultimately, transforming brand performance – and highlights the value of Navigator365™ Cx Benchmark, not just as an insights tool, but as an engine of continuous improvement.

To hear this case study brought to life – and discussed in depth by one of the experts who worked directly on the project – register for our upcoming webinar, where we’ll explore how benchmarking can drive real, measurable impact in pharma CX.

Establishing a baseline with Navigator365™ Cx Benchmark

Working with the client team, our consultants conducted a thorough CX Benchmark analysis to establish a baseline among local specialists. The findings pointed to significant challenges: the brand’s Net Promoter Score (NPS) was -38, and ranked seventh (out of seven) in many key CX performance metrics when compared with its competitors. The baseline report indicated several areas for improvement, especially in crucial CX drivers like "knowledgeable staff," recent face-to-face engagements with representatives, and the frequency of interactions.

Additionally, when specialists identified the leading brands across critical commercial and medical channels, the client’s brand was noticeably absent. These findings highlighted specific areas where a targeted improvement plan could enhance the brand’s engagement and market influence.

Co-creating a targeted action plan
With a clear picture of the current landscape, our consultants collaborated with the client to develop a targeted improvement strategy. We held a workshop to align on an action plan for the coming year, focusing on three primary areas for improvement:

1. Frequency of engagement: Recognizing that engagement frequency was lower than competitors, the team set new F2F and online interaction targets based on customer segmentation. Desired outcome: Brand to reach the right audiences at optimal intervals.
2. Content attributes: Messaging was refined to enhance clarity, trust, and relevance, making it more aligned with specialists' practice needs and positioning on the adoption ladder. Desired outcome: Foster a deeper connection with customers.
3. Key channel optimization: The team prioritized activities across essential channels such as in-office rep/MSL visits, scientific meetings, and webcasts. Desired outcome: Boost impact, increase brand visibility, and support a consistent presence in both medical and commercial settings.

Measuring progress: A year-on performance turnaround

A follow-up Navigator365™ Cx Benchmark was conducted one year later, and confirmed that the client’s brand had made remarkable strides – not least, emerging as a leader across multiple commercial and medical channels.

Conclusion: From insight to impact 

Although a gap remains between the client’s brand and the category leader, the significant progress made demonstrated the impact of focused, data-informed strategies. In-depth reporting with Navigator365™ Cx Benchmark meant improvements were clearly documented at the granular level – allowing the client team to make a direct connection to their efforts. With ongoing benchmarking with Navigator365™ Cx Benchmark, the brand team can continue tracking both tactical and strategic KPIs, ensuring continued evolution in customer experience metrics and channel effectiveness globally.

This transformation journey neatly illustrates how the power of Navigator365™ Cx Benchmark can be harnessed to provide clients with actionable insights as well as a pathway to measurable improvement.

Want to dive deeper? Join our upcoming webinar to explore this case study in full, with expert insights from the team who worked on it. Register now to secure your place. 

If you're interested in using Navigator365™ to uncover actionable insights and drive meaningful change in your brand’s customer experience, or to find out where your company or brand ranks in the minds of your customers, get in touch!