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From product to customer experience: The new way to launch in pharma

How a major pharmaceutical group used personas to redesign its customer experience.

Author(s): Jan Ascher, Daniel Höglund, Arafat M’lika, Ivan Ostojic, Maxence Vancauwenberghe

Publisher: McKinsey

Date of publication: 2018

Read this article on the publisher's website [McKinsey]

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