Building capabilities for an orchestrated customer experience in the life-sciences sector: Case study of CSL Behring

Stuart Davis
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Stuart Davis: CSL Behring, USA

Journal of Brand Strategy, 2024, vol. 13, issue 2, 114-122

Abstract: Orchestrating the right content, at the right time, with the right customer, via the right channel can be a key growth driver for products in the life-sciences industry. Starting with the right marketing foundation for content, channels and service is essential, and with the right measures in place, one can advance adoption and commercial impact quickly. As this paper explains, when seeking to unlock commercial value, it is important to partner with marketing leadership to establish a roadmap that defines desired skills, competencies, process, frameworks and technologies. This paper describes CSL Behring’s endeavours to build an orchestrated customer experience for healthcare professionals and, ultimately, patients. The insights provided should be of particular benefit to marketers within the life science sector.

Keywords: omni-channel; orchestrated customer experience; digital transformation; digital marketing; biotechnology; healthcare; change management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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