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Pharmaceutical commercial teams struggle to understand what is defined as healthcare customer “ecosystems”. Why? Because the changing dynamics make it more complex day by day.

Let’s take the ecosystem definition as an example and extend it:

‘’A healthcare customer ecosystem is an interconnected set of entities and organizations each playing a role in providing healthcare to a geographic-specific patient population.’’


What does it include?

Providers, payers and suppliers, also a distribution supply chain and the patients themselves.


What are the pressures and challenges that stakeholders face at the moment?

  • – The rapid pace of change and innovation
  • – Patient empowerment
  • – The effect of merger and acquisition activity
  • – Pressure on both the cost of drugs and treatment.


In this case, what is the issue for Pharma?

Customer-facing account teams still try to develop business with a product-focused mentality at the same time that healthcare stakeholders wrestle with challenges; the timing and context of which, render product-centric approaches a distraction. So, stakeholders who are charged with evolving the total patient experience and streamlining the cost equation associated with it, need Pharma to step up and offer time-sensitive solutions to help manage the patient populations.

So, what do pharmaceutical commercial teams need to understand about healthcare customer ecosystems?

They need to understand at a deeper level, the flow of influence, spend and risk within the larger ecosystem. There’s a reason why stakeholders in ONE ecosystem setting, (payers and government health authorities) want Pharma to understand concerns around care protocols and costs in a SECOND ecosystem setting, (hospitals, HCPs and provider decision makers).

Find out Clarity’s way of understanding pharma customer ecosystem and the 3 critical insights that cannot be ignored!

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