Closing the digital expectation gap in pharma

Jan Deman is Takeda’s head of digital customer experience for Europe and Canada. But he’d prefer not to refer to what he does as “innovation”. It’s a word, he says, that doesn’t reflect where pharma stands in relation to larger trends.

“It’s not innovation in the usual sense of the word,” Deman says. “Mostly it is about catching up with what is happening outside of our industry and going back to basics to ensure a seamless customer experience.”

“In a world where digital technology has made it easy to book travel, order food, make restaurant reservations, do banking, submit taxes and almost any other ‘everyday’ transaction you can think of pharma companies have some catching up to do – specifically in the customer experience and services space,” Deman says.

And this lack of progress on basic digital interactions can also hinder more ambitious innovation plays.

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