Elisa del Galdo
Head of Customer Experience at Blue Latitude
Elisa has over 20 years of experience as a UX practitioner, working in over 20 countries. Her career has been focused on providing a range of services in research, design, and training.
She has a proven track record of developing, mentoring, and inspiring user experience teams, as well as working with clients to ensure successful engagements.
As Head of Customer Experience at Blue Latitude, Elisa’s focus is on helping client projects benefit from the very best in user-centred design practices and strategic customer experience thinking.
User Experience and its Influence on Customer Centricity in Pharma
Presented at Camp Digital 2015.
Pharmaceutical companies are traditionally very conservative when it comes to changing the way they interact with their customers.
As a highly regulated industry, with codes of practice, and legal and medical regulations that have recently been tightened, innovation, when seeking to communicate or provide services for customers is very difficult. This situation also makes implementing customer centricity, seen as a less traditional approach to communicating with customers, something that the pharmaceutical industry has been late to embrace.
With the advent of even tighter regulations and further restrictions on interaction with customers, the industry is looking for innovative ways to provide services and content to their customers, but with in their code of practice.
The existence of regulations that are designed to ensure that interaction with customers is within acceptable boundaries is welcome- but unfortunately these same regulations that are designed to protect customers from unfair practices can also limit innovation and make seeking approval a long process.
The role of user experience is to work with companies to create services, and applications designed to support the needs of healthcare practitioners, patients and carers, while keeping within regulations. The difficult part is to ensure that these services are not only within regulations, but are also novel, useful and usable. In addition the services need to provide value for the drug company, but now it may be quite removed from the traditional methods of marketing.
Many pharmaceutical companies are now working hard to understand their customers’ needs and are moving away from just selling drugs to connecting with them by providing what they need to support their work, understand their condition or navigate their treatment.
User experience has the capacity to help pharmaceutical companies understand the perspective of their customers via research and the skills to influence the design of services and applications that meet their customers’ needs.
This talk will provide examples of some of the projects worked on at Blue Latitude for healthcare practitioners and patients and explore some of the issues presented when trying to be innovative in a highly regulated environment.