Engaging the patient relies largely on building a great customer experience. You want to interact over multiple channels, creating an omni channel experience in order to empower, engage and retain the customer throughout the touchpoints. The way to do that is to provide them with tailored content – or co-create the experience to put it in one of this year's most popular terms – further enhances the value.

In pharma we see an increasing focus on patient engagement. Our work is continuously focused on how to support the healthcare professionals and other stakeholders in their communication with the patient. Together with pharma's own patient initiatives this provides an opportunity for extending and strengthening the brand communication to all audiences.

We have complied a few articles that we think are very interesting in regards to enriching the customer experience. - We hope that you will enjoy them, we certainly did.

What Apple, Lending Club, and AirBnB Know About Collaborating with Customers

Do you really understand how your business customers buy? 

Philippe Kirby, Director, Customer Engagement Capabilities, Merck on Personalizing the customer experience: