Bringing hyperpersonalisation to the pharma industry

Senior Manager, Customer Transformation, PwC Switzerland

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Hyperpersonalisation is already radically changing the way industries including online retail and entertainment interact with their customers. It’s also being adopted by companies in pharma and life sciences. What do companies need to do to put hyperpersonalisation into practice?

In a recent post, I described how companies in pharma and life sciences can use hyperpersonalisation to operate more efficiently and effectively, cut costs and boost profitability. I included real-life examples of businesses that are already finding imaginative and effective ways to enhance the experience of their customers. So we’ve covered the Why and the What. But what about the How?

I’m not proposing a one-size-fits-all template for hyperpersonalisation in pharma and life sciences. The solution will vary depending on the nature of your business, your operating environment and the specific regulatory constraints to which you’re subject. What I will do is briefly describe the bases companies should be covering and the tools they can use in their journey from addressing broad segments to a segment of one.

1 to 1

Leverage AI and data to create hyper-personalised experiences tailored to everyone's needs, preferences, and real-time behavioural data.

1 to Few

Personalise at the persona level, delivering targeted experiences that resonate with specific groups. Activate behavioural segmentation with multiple dimensions.

1 to Many

Use basic data like location to offer slightly customised experiences to larger audiences.

Integration: The first component of the approach is seamlessly integrating capabilities and business processes. This involves setting a single strategy that feeds into channel preferences, breaking down silos and ensuring seamless connectivity across all channels and systems. The result is integrated and synchronised capabilities, harmonised processes and an agile way of working revolving around healthcare professionals and patients. An important part of this is building up a customer data platform to provide a unified view of your customers.

Tailoring: Tailoring personalisation involves identifying the current needs of your customers and predicting their future needs. It’s about moving beyond massive communications and creating a ‘segment of one’. This is where AI and predictive analytics come in, enabling your business to anticipate customer needs based on past behaviours and trends. You then continuously analyse interaction patterns, preferences and feedback to adjust personalisation. You can also set up dynamic content generation platforms to tailor messaging across channels.

Orchestration: This component of the hyperpersonalisation approach revolves around modular channels, coordination and the voice of the customer. As I explained in a previous post, hyperpersonalisation aims to move you from a linear customer journey to non-linear, dynamic and unified customer journeys that evolve in real time. You can make this happen by using design thinking and creative user interfaces to deliver a seamless user experience across channels. You coordinate omnichannel campaigns across channels, with each channel triggering follow-ups in another channel. And to improve future touchpoints, you continuously gather data from interactions.

Conclusion

Feel that you’re ready to embark on hyperpersonalising the experience of your customers? Feel free to reach out if you’d like to discuss the journey in more detail.