Loyalty 360 had the opportunity to hear from Heidi Shurtz, Senior Manager, Customer Relationship Marketing for Allergan. Below, Heidi shares insights on the challenges faced in reaching the pharma customer, and the value of a consolidated consumer database.
L360: What are some hurdles for the pharma industry in engaging their customers and building loyalty?
Shurtz: One of the largest hurdles in pharma is not owning the point of sale. Whether a consumer is purchasing at the pharmacy or directly from a provider, there is....