blog
Digital Experiences that Shape Your Life Science Sales & Marketing
Clinical Lab Products Magazine Panel Discussion
Listen in to a discussion between Brian Wagner (Founder & CEO of Health Insights Consulting Group; formerly at BD & GE Healthcare), Joel Cowen (VP of Commercial – Immuno at DiaSorin), Terry Coutsolioutsos (formerly SVP, Marketing, Sales Operations, Communications at Siemens Healthineers), and Gavin Finn — moderated by Chris Wolski (Chief Editor of Clinical Lab Products Magazine) — on the topic of digital transformation and its impact on customer experience in the life science industry.
The speakers emphasize the need to focus on pain points and address customer needs in a visually-driven way. They discuss the shift from traditional push marketing to pull marketing in which companies aim to understand and address customer challenges more efficiently and effectively.
The conversation highlights the growing expectations of B2B buyers for a B2C-like customer experience, driven by digital transformation and changing market dynamics. As such, B2B companies must embrace digital tools, such as CRM systems, marketing technology stacks, and content management, to personalize and improve the customer journey. They also talk about the need for sales and marketing teams to work closely together, leveraging digital platforms and data analytics to provide value to customers and deliver customized solutions. Overall, the panel stresses the significance of digital capabilities, customer-centricity, and the integration of sales and marketing efforts in driving successful digital transformations in life sciences.