How Can Pharmaceutical Companies Create a Culture of Customer Trust and Loyalty?

Every company must focus on building a culture of customer trust and loyalty. By that, we’re referring to an environment where maintaining strong relationships with clients is the driver behind company operations. 

Nowhere is this more essential than in the healthcare/pharmaceutical industry. The clients of these industries are literally trusting companies with their lives. 

Naturally, some of the largest product liability lawsuits are also filed within these industries. When it comes to matters of life and death, pharmaceutical companies cannot afford to take a step of blind faith. In this article, we will discuss ways in which pharma companies can build a culture of customer trust and loyalty. 

Prioritize Transparency 

Even today, there is this notion that Big Pharma does not practice 100% transparency with its customers, especially when it comes to clinical trials. More importantly, is there any basis for patients or healthcare providers to feel this way? 

Yes, as is proven by a vast number of injuries and lawsuits related to medication. Let's take a recent example to understand this better. One pharmaceutical giant that has a notorious reputation for being shady with its clinical trials is Pfizer. 

Even its COVID-19 vaccines were criticized for misrepresentation when compared to Pfizer’s marketing campaigns. Recently, one of its popular medicines used to treat sickle cell anemia has entered patients’ bad books. 

Oxbryta received its Food and Drug Administration (FDA) approval in 2019. TorHoerman Law shares that the medication was fast-tracked for use among adults and children to treat serious sickle cell anemia complications. 

Though it was found to be effective against the condition, Oxbryta led to serious side effects that outweighed its benefits. Patients developed painful blockages in their blood vessels, organ damage, liver problems, and leg ulcers. 

There were numerous fatalities as well, which warranted an Oxbryta lawsuit against Pfizer. The medicine manufacturer issued a recall in September 2024. A supposedly breakthrough med leads Pfizer to the verge of breaking the bank. 

What's most alarming is the fact that the company was aware of the complications due to post-market trials. However, the disease’s risks were highlighted more whilst suppressing those related to the medication. It's no wonder that the outcome is such that customers are hesitant to trust the company. 

Transparency is non-negotiable and can be practiced in the following ways - 

• Registering all clinical trials and making full public disclosure of their results 
• Allowing independent analysis of the trial data 
• Clearly explaining the factors responsible for medicine prices, including research, manufacturing expenses, and marketing costs. 
• Implementing robust policies to manage conflicts of interest 
• Basing marketing claims on scientific data and avoiding misleading information

Adopt Patient-Centric Communication 

In a consumer-conscious era, no company can afford to be profit-centric in its communication. This is especially true for pharma companies that deal with matters of life and death. 

Patient-centric communication refers to interactions that prioritize patients’ needs, preferences, and values. This means patients must feel heard, understood, and involved in the decision-making process of their health. 

We understand that pharma companies may not always be able to converse directly with patients like a physician can. Yet, there are some ways to adopt patient-centric communication, including - 

• Gathering patient insights through research, surveys, advisory boards, and focus groups. This will help understand current patient concerns, experiences, and needs for treatment. 
• Using easy-to-understand accessible language across all communication materials. These include the company website, brochures, and videos. There is no need to use complex medical jargon. 
• Tailoring messages for individual patient needs based on factors like medical history, treatment goals, and demographics.
• Leveraging different digital channels like mobile applications, social media, and patient portals to offer ongoing support, education, and medical reminders 
• Collaborating with relevant patient advocacy groups to better understand specific patient communities and reach a wider audience 
• Actively incorporating patient feedback throughout the medicine development process for product design, marketing, and packaging. 
• Developing comprehensive educational content that explains a disease, its symptoms, treatment options, potential side effects, etc. 

Build a Reputation for Being Ethical 

The great danger of operating as wishy-washy in the pharmaceutical industry is the fact that a single misstep can be costly. Statista states that the US possesses a predominant share of big Pharma companies. 

This is not something that happens overnight. It is built on the foundation of a reputation for being ethical. Suppose a pharmaceutical company creates ethical pricing, adopts a patient-centric approach, and complies strictly with all regulatory requirements. 

That is only the beginning as there are other challenges to weather. Moreover, the company needs to do these consistently if it wishes to build an ethical reputation. All its products and educational content should pass the above-mentioned tests or it will defeat the purpose. 

Furthermore, there is an added need for corporate social responsibility (CSR) today. Patients are also on the lookout for pharmaceutical companies that participate in philanthropic activities to improve healthcare access. 

Amid all other aspects that make up a culture of customer loyalty and trust, pharmaceutical companies must address global health challenges on an ongoing basis. When this happens, the company will be able to build a reputation for ethical conduct and principles. 

Engage Within the Community 

For pharmaceutical companies, another need of the hour is active engagement with their communities. What would that look like? It would translate into involving and interacting with the communities they serve, including healthcare providers and patients. 

Partly, this is about adopting a patient-centric approach. However, it is a broader term in the sense that companies must walk the extra mile. They need to organize relevant patient support programs, disease awareness campaigns, and research collaborations. 

Patients need to be assured that their best interests are a topmost priority. This will show in the way they receive counseling, medication, and even financial support for disease management. 

Moreover, community members need to be involved in clinical trials. This will ensure diverse representation and informed consent. Collaborations or partnerships can even be formed with local organizations and healthcare providers to address specific community health needs. 

A PwC report states that there is a need to reinvent pharma’s business model to offer compelling outcomes for investors and patients. By 2029, the current projections state that the industry may have a net worth of $791.30 billion. 

Compared to other parts of the world, the US is expected to generate the highest revenue in this market. This is still an estimation and largely dependent on what this article just discussed. Revenue growth may be higher if pharmaceutical companies can create and maintain a culture of customer loyalty and trust.