Life Sciences and Pharmaceuticals: Customer Segments and Personas
Description
Comprehensive study of distinct customer/patient groups, healthcare providers, payers/insurance companies, distributors, pharmacies, regulators, and advocacy organizations within life sciences and pharma.
Learning Objectives
Learners will identify and differentiate all major customer segments and personas including patients, healthcare professionals, payers, regulators, distributors, pharmacies, advocates, and clinical trial participants, and understand their motivations, decision criteria, and influence in value chain, enriching digital applications for each profile.
Topics (10)
Patients as end-users and customers, complexity of journeys (disease to follow-up), health literacy, consent, privacy, engagement applications.
Payer segmentation (private, public, PBM), digital engagement, cost-containment, utilization management, payer IT infrastructure.
Sponsor responsibilities — trial design, funding, oversight; CROs manage logistics, site management, EDC, compliance.
FDA, EMA, CDSCO, PMDA roles; digital submission portals, eCTD, REMS, digital safety reporting.
Role in rare disease, patient rights, funding, influence on regulatory or payer decisions; patient engagement/education tools.
Telemedicine, online pharmacies, connected devices, mobile health; API integration, security, patient-facing tools.
Scientific advisors, lead investigators, digital KOL platforms, MSL CRM and learning systems.
Big 3 US wholesalers, multi-country distributors, GxP, DSCSA, SAP/Oracle supply chain integration.
Physicians as prescribers/decision makers, pharmacists for dispensing/advisory, nurses for day-to-day care; EHR and e-prescription systems.
Retail pharmacy chains, hospital pharmacies, mail-order, specialty pharmacy; interaction with EHR/Rx data, POS systems.