MILAN (ITALPRESS) – The event “Customer Experience in the Pharma Retail World” was held in Milan at Le Village, organized by JAKALA, a European leader in data-transformation and reference partner for innovation for Pharma & Life Sciences companies.
Dedicated to industry professionals, the event offered a moment of reflection on the growing relevance of Customer Experience (CX) in the Pharma and Consumer Health world, an increasingly central issue to stand out in a market characterized by rapid change and growing competitiveness.
At the center of the discussion was the use of data and digital technologies to optimize interactions with physicians, pharmacists, patients and consumers, with the aim of creating more engaging experiences tailored to each target.
Armando Inserra, Head of Pharma at JAKALA, emphasized how attention to Customer Experience has become a crucial factor in business decisions, “It is no longer just a strategic lever, but a real competitive advantage. Today, for the Pharma and Consumer Health world, understanding customer behavior, personalizing content and relationships, and using data intelligently are key factors in driving effective business decisions and creating long-term value.”
“Pharma companies today are undergoing a transformation that is taking them from a more traditionalist, product-centric, strongly brand-centric concept to a much more customer-centric approach, which then involves innovation, increasing the effectiveness of the dialogues that the pharma company has with its stakeholders.”
The event hosted two J-Talks, moderated by Sole 24 Ore journalist Giampaolo Colletti, and dedicated to integrating data into business strategies. The two J-Talks explored different aspects of the evolution of Customer Engagement.
The first panel, titled “From Data to Insights,” featured: Fabio D’Ovidio, Head of Location Intelligence at JAKALA; Alessia Brandimarte, Commercial Project Manager at Hippocrates; Anna Maria Calvio, Global Commercial Excellence Head at Alfasigma; Francesco Cavone, BU Head Primary Care at Giuliani; Silvia Chiavetta, Omnichannel Customer Experience Lead at Boehringer; and Andrea Di Gesare, Head of Business Operations at Zambon.
The speakers explored the impact of Location Analytics in optimizing trade and drive-to-store strategies, illustrating how the targeted use of data can refine segmentation and targeting models. Also discussed was how data can be transformed into useful insights to improve personalization in the Pharma sector, meeting the needs of an increasingly complex target audience. In particular, the importance of Multistakeholder Engagement, involving physicians, pharmacists, patients and consumers, was emphasized, demonstrating how the pharmacy channel embraces a highly heterogeneous audience.
The second panel, titled “From Insight to Engagement,” was attended by Giorgio Sacconi, Managing Director Digital & Media of JAKALA; Nicola Arici, Group Marketing Director Retail of Named Group; Matteo Colonna, Global Omnichannel & Digital Transformation Lead of Astellas; Lina Noschese, Commercial Excellence Director of TEVA; Marco Morandi, Data & Strategic Insight BU Director of Consulcesi Homnya; and Selene Vasco, Digital & Omnichannel Lead of J&J Innovative Medicine.
This session discussed the use of digital technologies, including Artificial Intelligence (AI) and Generative AI, to improve content personalization and increase the effectiveness of engagement strategies. The focus was on multichannel as an engagement lever for whistleblowers, with platforms having different stages of maturity based on the level of digitization of the players involved.
The event offered Pharma and Consumer Health leaders an important opportunity to network and discuss new ways of using data and digital technologies, paving the way for innovative solutions to transform customer interaction and redefine engagement strategies in an ever-evolving ecosystem.
– Photo xh7/Italpress –
(ITALPRESS).
