Driving Customer-Centricity and Digital Transformation in Pharma: Lessons from Daiichi Sankyo Europe (German)

Driving force and corresponding author of the case study. This practice paper outlines Daiichi Sankyo Europe's transformative journey towards Advancing Customer Excellence, redefining engagement in the complex pharma landscape. The core strategy centered on three guiding principles: data-based customer understanding, rapid response to preference shifts, and proactive management of change.

Key enablers included integrating Advanced Analytics with agile campaign management to personalize HCP interactions, supported by a "Test & Learn" culture and robust data governance. This framework led to significant improvements in customer experience and operational agility, including a ~10x increase in digital opt-ins and 40% better patient access to medication in pilot markets. The success underscores the power of integrating human agility with AI to become the signal, not the noise.