In addition to the obvious and significant problems that come with being the “worst business industry in the U.S.” the ranking is particularly troublesome for marketers who are putting increasing focus on customer experience and patient centricity as a tent pole for campaign strategy. Marc Iskowitz (MM&M) framed the tension, explaining “CX has been talked about as a movement, but as a way to become more patient-centric, it really hasn’t taken off. We haven’t really seen the pull-through there.” Mark Bard takes the position that perhaps this idea of customer experiences matters differently in pharma, due to the unique set of additional decision makers (physician, payer etc) and forces at play.