The third step involves a follow-up program to cement relationships and provide measurement of key performance indicators. By earning the respect of patients they were able to expand their patient base and build long-term relationships. They could do this through CRM and compliance programs and that too without alienating the physicians. People were also weighed and measured to calculate their body mass index. Blood pressure and cholesterol levels were checked and while the patients waited for the results, they were encouraged to fill out survey forms. In a customer satisfaction survey conducted by Pfizer, 99 percent of the people who had visited or used the PDU in 2004 rated the service as ‘good’ or ‘excellent’. Those who did not have a regular physician were referred to physicians. These physicians who received referrals from the PDU doctors were more receptive to Pfizer products. The data collected by Pfizer through this program was the first of its kind in Mexico and is being used by the Ministry of Health to determine the prevalence of certain diseases in the country. Partnering with technology, Pfizer is able to provide customer satisfaction, enhance customer experience, and reap benefits for the company and for the nations as well. Pfizer Information Technology.
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