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From last place to #2 on customer experience in 12 months

Can a customer experience transformation change a brand’s competitive position in a crowded specialty market?

1

The challenge

A biopharma brand was underperforming in its local specialty market, ranking last of seven brands on NPS and on most customer experience metrics. The brand also lacked visibility in key engagement channels and had no data-driven strategy for improving interactions with local specialists.

2

Strategy

Across Health set out to identify the specific drivers behind the brand’s weak performance and translate those insights into a practical action plan. The goal was not only to improve customer experience but also to strengthen overall omnichannel engagement and competitive positioning.

3

Tactics

A Navigator365™ Benchmark baseline assessment in Q3 2023 pinpointed performance gaps across engagement frequency, content attributes and channel visibility. An Activation Lab workshop then brought stakeholders together to co-create a 12-month improvement plan, including revised face-to-face and digital engagement targets, refined messaging and channel prioritization. A second Benchmark wave in Q3 2024 measured the impact.

Results

What changed

NPS rose from −38 (7th of 7) to +2 (4th of 7) within a year.
The brand moved from 6th or 7th to 2nd on customer experience, knowledgeable staff, rep and MSL face-to-face recency, optimal frequency and content attributes, and from 5th to 2nd on omnichannel performance.
It became a leader in three commercial channels (from none) and four medical channels (from one).
Ongoing benchmarking established a framework for continuous improvement and performance tracking.
The project showed how data-driven customer experience improvements can accelerate competitive gains.