The change challenge: Reinventing customer centricity in the pharma industry


Björn Dufwenberg, Managing Director at STRAT7 Advisory, shares how pharma and healthcare companies can adopt a more customer-centric approach, meeting the changing needs of their customers while delivering more value to them.

STRAT7 Advisory together with Incite Health, will be running a webinar to explore how, in today’s business landscape – where change is happening faster than ever – companies can reinvent and drive true customer centricity.  

At STRAT7 we believe that true customer centricity is the key driver of long-term profitability, as it makes a business more able to adapt to changing customer needs, preference and behaviours. Similarly, pharma companies have long recognised the need to be more patient- and HCP-centric.   

We’ve been working closely with the health experts at Incite to understand what that looks like in practice. Including what lessons we can learn from the way consumer brands engage with their customers, and how our toolbox can be applied to the pharma industry to create real business impact through customer centricity.  

Ahead of our webinar I’d like to share the three key areas of this unique challenge. The session will explore these in more depth, so if you haven’t signed up yet, you can register your place here.

We have distilled the challenge into three key areas: 

1. Making customer centricity tangible for health/ pharma businesses today, including taking a deeper look at who the customer is in this sector.

By deeply understanding customers, it becomes possible to identify pain points, uncover unmet needs, and predict future demand, enabling proactive development of products, services, and experiences that resonate with the audience.

2. How to navigate change successfully, both internally and externally, by cracking the code through customer centricity. 

Businesses can find themselves on the back foot, unsure how to tackle so many challenges at once, and at the mercy of more agile and adaptable competitors. The key is to develop internal capabilities and leverage external expertise to establish a ‘sensory system’ that consistently detects and acts upon market and customer changes. 

A successful customer-centric model places the customer at the core of every business decision, with an operating model that supports this. Deep understanding of customer needs, preferences, and behaviours guides product development, marketing strategies, and service offerings.

3. Practical solutions and our structured framework, STRAT7 Path, to evaluate true customer centricity.

We have developed a proprietary assessment framework which establishes the level of maturity of the business on its journey to customer centricity.  

Organisations that fail the customer centricity test are more likely to face risks, including: 

  • Loss of customer loyalty, retention, and the risk of negative reputation
  • Missed revenue opportunities
  • Competitive disadvantage
  • Innovation stagnation
  • Difficulty in adapting to change

Whereas those that pass the customer centricity test are more likely to reap rewards, including: 

  • Enhanced customer experiences
  • Competitive advantage
  • Impactful innovation
  • Positive reputation and brand image 

Adopting a customer-centric approach should, therefore, be viewed as – at the very least – a survival strategy, and really a way of getting ahead.  

Our upcoming webinar looks at how pharma and healthcare companies can adopt a more customer-centric approach, meeting the changing needs of their customers while delivering more value to them. 

If this has piqued your interest, join us on Wednesday 22nd November 2023 as we explore and redefine what it means to be customer-centric in the pharma industry.

Join our webinar to find out more

Date: Wednesday 22nd November 2023 

Time: 2pm GMT | 9am EST 

Hosted by: Björn Dufwenber, Managing Director, STRAT7 Advisory and Lizzie Eckardt, Head of Health & UK Managing Director, STRAT7 Incite.

Guest speaker: We’re delighted to have Lucy Mitchell, Head of Business Intelligence, Jazz Pharmaceuticals, join us to share her journey with customer centricity to date. 

Register here


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.