💡 Without CX benchmarking, you're flying blind in engagement.

Pharma companies dedicate vast resources to CX but often lack insight into their competitive standing. HCPs engage with multiple brands across digital and in-person touchpoints, directly impacting prescribing decisions.

The CX challenge: Pharma’s blind spot

Pharma invests heavily in engagement, yet most companies lack real-time CX benchmarking. HCPs navigate a maze of emails, webinars, and rep interactions — but 76% say pharma content is too fragmented (Indegene, 2024). When engagement feels disconnected, HCPs disengage.

📌 Imagine an Oncologist evaluating a new therapy. They’ve received multiple emails, attended a webinar, and spoken with a rep. But when they need key trial data to make an informed decision — it's scattered across different channels and difficult to retrieve in real-time. Instead of delaying patient care, they opt for a treatment they already trust, where access to critical information is seamless.*

➡ Without CX benchmarks, pharma companies are making engagement decisions in the dark.

Why CX benchmarking matters

HCPs won’t wait for pharma to fix engagement gaps. Scattered content, slow follow-ups, and inconsistent touchpoints cost prescriptions.

• 76% of HCPs say pharma content is too fragmented. (Indegene, 2024)
• Companies integrating real-time engagement see 27% higher HCP retention. (Indegene, 2024)
• 45% of oncologists struggle to access clinical trial data when needed. (DT Consulting, 2023)

➡ Pharma brands that streamline engagement win. The rest lose.

Why CX must align with therapeutic needs

A one-size-fits-all CX approach fails. HCPs expect engagement tailored to their specialty — from rapid access to trial data to seamless omnichannel support.

• Oncology – 78% of oncologists say real-time trial data access directly impacts prescribing. (IQVIA, 2024)
• Vaccines – Speed is everything. Fast-response brands see 31% higher HCP engagement. (IQVIA, 2023)
• Immunology – Specialists demand interactive, real-time updates. (DT Consulting, 2024)
• Cardiology & Metabolic – 47% of cardiologists need better adherence program CX. (Indegene, 2024)
• Rare Diseases – HCPs engage 2.5x more with case-based content. (McKinsey, 2023)

📌 The leading pharma companies don’t guess what HCPs need — they benchmark and adapt.

➡ And yet, while pharma benchmarks everything else — R&D, trials, manufacturing — CX often goes unchecked.

Pharma benchmarks everything else — Why not CX?

Every part of pharma relies on data-driven decision-making. CX should be no exception. The top-performing brands act on engagement insights, not assumptions.

• Identify engagement gaps.
• Align omnichannel strategies.
• Strengthen HCP trust.
• Ensure consistency across channels.
• Tailor CX by specialty.

📌 Disengaged HCPs are 40% less likely to prescribe. (Screver Research, 2024)

➡ Measure, refine, or lose market share.

Key CX metrics for benchmarking

🔹 Omnichannel integration – Are digital and in-person touchpoints connected?
🔹 HCP engagement efficiency – Can HCPs access clinical data instantly?
🔹 Trust & credibility – Is the brand seen as reliable?
🔹 Speed & responsiveness – How quickly is support provided?
🔹 Consistency – Are interactions seamless?

📌 Without structured CX metrics, pharma companies misalign engagement efforts, costing them HCP trust and market position.

CX benchmarking in Oncology

Key CX trend: Seamless integration of engagement data.

Oncologists expect real-time trial data synchronization across platforms. Leading brands bridge field teams, digital content, and medical affairs to ensure nothing gets lost.

📌 Oncology HCPs engage with six pharma companies per month. Brands without real-time CX lose visibility. (DT Consulting, 2024)

Case study: Oncology HCP engagement breakdown

A leading oncology pharma company aligned digital interactions with in-person discussions to close engagement gaps.

• Before: Oncology HCPs reported low engagement due to inconsistent follow-ups. MSL interactions were disconnected from digital content, leading to confusion and delayed decision-making.
• After: By integrating a structured CX benchmarking system, the company improved MSL-HCP alignment, streamlined trial data access, and achieved:
  
  • +30% increase in HCP satisfaction
  • +20% boost in prescribing confidence (Oncology Compass, 2024)

➡ The takeaway? The best brands don’t just engage — they stay connected.

What Pharma gets wrong about CX

> Assuming clinical data is enough – HCPs want fast, seamless access, not just information.
> Measuring the wrong metrics – CX must be measured consistently.
> Ignoring the digital experience – HCPs engage across multiple channels—not all brands make it easy.

📌 CX benchmarking isn’t just about tracking—it’s about fixing these mistakes before they cost prescriptions.

Takeaways: 

CX benchmarking isn’t about ranking competitors but fixing weak points and optimizing what works. The best pharma brands don’t guess — they evolve based on real CX insights.

Start leading and book a CX strategy session with Screver expert today and see exactly where you stand — and what to improve first.

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