Customer Engagement Has Become Pharma’s Most Controllable Growth Engine

Author(s): Saby Mitra & Maria Whitman

Same brand, different decisions: Context changes everything

Each year, 3.3 million fans walk into Yankee Stadium in the Bronx, among the highest attendance figures in global sports.

To optimize the experience for every one of them, the organization doesn’t start with preprogrammed campaigns, offers and static audience buckets. It starts with a simple question: “What decision is this specific fan trying to make right now, and how can we help?”

If rain is in the forecast, the obstacle isn’t lack of passion—it’s unpredictability. Offers shift toward covered seats and guarantees. If a parent is in the stadium with children, the app surfaces bundled food credits and access to faster exit lanes.

Same “iconic” brand, just different fans, different context and completely different customer engagement and offers. Fans just need help making their decision feasible in the moment.