Design of Digital Customer Experience for Healthcare Practitioners: Case of Sanofi

In the past decade, both researchers and product managers get a particular interest in the idea of ​​customer experience management. Today, companies are forced to search new opportunities to clearly differentiate their products from those of competitors. With the increased variety of products and services, companies should not only maintain the high quality of the offered product, but also ensure a positive customer experience with the customer. Maintaining the customer experience is important for both attracting new customers and retaining existing ones. The relevance of this work lies in the fact that, despite the growing interest in the concept of customer experience management, there are still not many works on this topic in the literature, especially those that take into account customer experience in the digital environment. Moreover, there is an extremely small amount of empirical studies that consider the concepts of CX and DCX in the pharmaceutical market, and the experience of interacting with a doctor, as one of the key stakeholders for a pharmaceutical company, is not considered either in the literature or by market practitioners. The main purpose of the research within the framework of this graduate qualification work is to identify the design of the consumer experience of doctors for the Sanofi company. As a result of the study, the main components of the consumer experience of doctors were identified, and the influence of these components on the behavioral and emotional loyalty of Sanofi was analyzed. The results of the study showed that positive consumer experiences of doctors do increase the intention to make repeated contact with the company (behavioral loyalty) and the willingness to recommend the content provided by the company to colleagues (emotional loyalty). In addition, according to the results of the study, we identified the factor that makes the greatest contribution to the consumer loyalty of doctors - content. Based on the results of the study, the design of DCX was created for Sanofi.