Pixacore relishes unusual challenges. When charged with forging patient relationships that would endure through the entirety of their disease progression — think 20 or even 30 years — the agency chose to turn the focus away from the usual trifecta of adherence, dosages and side effects.
Instead, it mapped out the entirety of the patient journey, starting with initial diagnosis before moving on to education, treatment selection, treatment switching/adjustment and beyond. The goal: to anticipate patient needs before the patient herself did and, in so doing, help infuse the experience with a consumer mindset.
“So then, when a customer expressed concerns at various points, our client could address that pain point,” explains Pixacore founder and CEO Sanjiv Mody. “You can only have that trust and relationship with the customer if you are providing personalization and value at the right time, with the right message and on the right channel.”
Pixacore saw revenue decline from $21.1 million in 2021 to $19.5 million in 2022, an 8% drop. Still, the agency added a host of business during the year, including engagements with Iovance Biotherapeutics (in the payer space), Ultragenyx (for corporate communications and advocacy work), Trilink BioTechnologies (on marketing of the company’s cell therapies), Precision BioSciences (for corporate communications and PR) and Fresenius Kabi (on its rituximab biosimilars). Other Pixacore clients include Bristol Myers Squibb, Janssen, Novartis, Bayer and Apellis Pharmaceuticals.
Head count fell slightly as well. Pixacore counted 96 full-timers under its roofs at the start of 2022 and 85 at the end of it.
However, the agency did expand its offerings to include a pair of consulting-like options for clients looking to up their commercialization game. Its biotech commercialization digital assessment and roadmap development team focuses specifically on the needs of fledgling biotechs, while its omnichannel capabilities assessment and road map development capability is designed to create actionable and measurable omnichannel game plans.
Pixacore also added two new service options. The company’s end-to-end customer experience/CRM program launch process helps clients better engage their own customers. Its metaverse strategy and services group, on the other hand, can help ease wary organizations and client teams into the metaverse era.
It’s worth noting that all four of the new offerings have one common goal in mind: improving the patient experience, whether directly or by helping clients deftly navigate the empowered-patient era.
“In 2023, customer experiences will be driven by centers of excellence, data teams and business/competitive intelligence teams that say, ‘We need to rethink our approach to engaging customers,’’’ Mody says. “As an industry, we need to stop focusing on what’s right for the brand and instead do what’s right for the customer.”
So expect Pixacore to continue to “put together all the elements of delivering a great customer experience through omnichannel engagements, and accelerate to the point that brands can challenge their current team members to go to market with something that’s meaningful to their customers,” Mody adds.
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Our marketing role model…
We had the pleasure of working with Chris Viehbacher when he was the CEO of Sanofi, and found his willingness to challenge conventional marketing practices and think outside the box to be highly motivating. He’s a true pioneer in patient-centricity and innovation. — Mody