What is voice of the customer (VoC)?
VoC is a structured approach to capturing and analyzing stakeholder input through surveys, interviews, advisory boards, digital listening, or real-world feedback. It focuses on understanding how customers think, feel, and behave in relation to a product, disease state, or healthcare challenge.
Why is VoC important in pharmaceutical planning?
VoC insights help shape product development, engagement strategy, and communication. They ensure that decisions are grounded in stakeholder priorities and enhance relevance across clinical, access, and commercial activities. Listening to the voice of the customer supports better outcomes and stronger partnerships.