Life Sciences R&D & Medical

Demystifying customer experience for medical affairs

By Sunil John, and Shrikkanth Gopalan

Feb. 16, 2022 | White Paper | 12-minute read

Demystifying customer experience for medical affairs

Virtual interactions have gained immense acceptance. Engagements between key opinion leaders (KOLs) and medical science liaisons have undergone a sea of change, and medical affairs organizations will need to adjust their go-to-market engagement strategies accordingly. Given the non-promotional nature of medical affairs, solving this problem is a very complex process as the impact of engagements cannot be tied back to any ROI-based metrics.


Pharma companies will need to invest heavily to understand the true experience drivers and revamp engagement strategies so that they reflect the needs of the stakeholders. This will enable medical teams to look beyond the static KOL tiers and design KOL archetypes or personas based on KOL-specific preferences.


How do medical affairs leaders at life sciences companies ensure a top-notch customer experience and provide the right information at the right time via the right channel?


In this whitepaper, we cover:

  • Key pillars to redefine customer experience for medical affairs stakeholders
  • How two of ZS’s proprietary indices are used to quantify the impact of source and channel
  • How a team can understand personas of KOLs and develop a comprehensive engagement planner 

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