📊 In 2017, Bain & Company discovered that 40% of healthcare professionals’ brand preferences extend beyond the product, influenced by customer experience (Cx).
🚀 The latest Navigator365™ Cx Benchmark research reveals that Cx can influence brand preference by up to 83% for promoters, with variations across disease states and treater types.
📈 Disease states like Asthma boast high Net Promoter Scores (NPS), such as 73, while others like HIV, CML, and SMA trail with scores ranging from 29 to 33.
👩⚕️ Treater types also play a significant role, with HIV-infectiologists scoring 72 compared to HIV-internists at 33.
💪 To boost NPS, companies should prioritize both brand-related factors and Cx.
🌟 Interestingly, higher-scoring respondents often credit their ratings to Cx-related factors, offering a prime opportunity for experience enhancement.
🔍 Older brands struggling against newer, superior products face dual challenges in brand and experience.
💡 Crucially, brands must first match competitors in terms of efficacy and essential attributes before optimizing Cx to achieve a high NPS.
🏆 In conclusion, customer centricity is a winning strategy in healthcare, but finding the right balance between brand attributes and Cx factors is key.
