Customer Journey Mapping in Pharmaceutical Industry: Abbott Case Study

This study attempts to contribute to the knowledge base by exploring the existing models of the purchase funnel, such as AIDA model and other types of sales funnels. It broadens the theoretical base by considering both conventional and contemporary models of the sales funnel. Later on, the comparative analysis of customer journey model and the sales funnel is provided followed by a brief history of the consumer buying decision process model and its modifications applicable to the pharmaceutical business. The central goal of this study is to investigate the environmental context in which consumers make purchase decisions on prescription and non-prescription drugs. The qualitative research approach helps to understand how the patient journey to Rx drugs differs from the journey to OTC medicines and identify the number of factors affecting the buying decision. The research is primarily based on case study method of Abbott Laboratories. As a part of the study, data the triangulation method has been applied, including such instruments of data collection as in-depth interview, the review of corporate documents and direct observation of the management operations and processes. The results of the following study may be of interest not only for business administration and marketing students but also for the employees of pharmaceutical companies and scholars in the relevant field. The obtained models of the patient journey will serve as a guide for the marketers and provide them with a consistent framework for developing marketing strategies.