White paper
Who owns the customer journey?
How to define responsibility for HCP engagement across global, regional and local teams. Based on interviews with senior life sciences leaders.
For teams where responsibility for the HCP journey is unclear or shared between several functions.
Investment in CRM, data platforms and marketing automation has not resolved the question of who owns the HCP journey. When responsibility is unclear, teams can each deliver their part of a campaign without creating a coherent experience for the customer.
Drawing on interviews with senior leaders across global, regional and local life sciences teams, the paper examines who should make engagement decisions and how those decisions reach local delivery. It considers both formal responsibility and the authority teams need to act.
The paper compares brand-led, centre-of-excellence-led and integrated omnichannel operating models. It explains their governance and decision rights, the trade-offs between global consistency and local needs, and how medical and commercial teams can coordinate their work within appropriate boundaries. A diagnostic helps readers assess their own model.
In the paper
- How unclear decision rights and global dependencies can prevent local teams from acting, even when responsibilities are documented.
- How to agree which decisions belong at global, regional and local level, and what markets can adapt.
- The data, content and measurement capabilities needed to support the operating model.
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