A Solopreneur Partner to Global Pharma.
Coaching. Speaking. Insights.
New Title
Customer Excellence = (Brand x Product x Experience)Cultureⁿ. When expressed as a formula, Customer Excellence defines how enduring value and differentiation are created when Brand, Product, and Experience operate as one integrated system and are compounded exponentially through Cultureⁿ.
Pharma’s New Commercial Standard Is Consumer-Grade.
Healthcare professionals now benchmark pharma interactions and engagement against the best experiences they encounter across their professional and personal lives, not just within the industry.
Healthcare professionals are also consumers in their "Other Life."
The global pharma industry must face an irrefutable truth: HCPs are consumers too. Trained by brand experiences with leading consumer brands in their everyday lives, they bring those same expectations of ease, relevance, and simplicity into their professional lives.
Prescribing decisions are increasingly shaped by experiential attributes.
35% of prescribing decisions are now shaped by HCPs’ experiences with pharma (DT Consulting), yet 62% feel overwhelmed by pharma engagement (Indegene). Like 86% of consumers, how likely are they to leave a brand after just two negative experiences? (Salesforce).
Matching breakthrough science with elevated experiences worthy of it.
In an industry defined by rigorous evidentiary standards for science, precision manufacturing standards, and trust standards for brands, the time has come to set equally elevated experiential standards for the vast number of interactions that occur daily across the ecosystem.
solopreneur (n): A solo entrepreneur and independent trusted partner who works side by side with leaders and teams across the global pharma ecosystem to build and embed Customer Excellence free of conflicts and with focus, creative freedom, authentic expertise, craftsmanship, and founder-level accountability.
I’m Wayne Simmons, a solopreneur partner helping pharma and life sciences leaders meet the Consumer-Grade Imperative by rewiring their enterprise DNA to match the brilliance of their science with experiences worthy of it.
For more than two decades, I have worked inside some of the world’s most iconic consumer brands and now, with intention as a pharma industry insider, to earn the right to be a trusted partner across the commercial spectrum in marketing, field sales, brand, and CX. Because the brilliance of science deserves experiences worthy of it, I do ONE THING: Customer Excellence Activation. Grounded in real-world experience, I partner with serious companies in high-stakes, intensely competitive markets to build brand-aligned commercial operating systems and facilitate DNA-level rebellions that turn customer-centric culture and customer experience acumen into deeply differentiated strategic and commercial assets. Nice to meet you.
An Outsider Perspective with Inside Pharma Expertise.
Anchored in customer-focused commercial leadership across marketing, field sales, and experience in global pharma and shaped by a foundation within iconic consumer brands, I bring a distinct outsider perspective and a fundamentally different approach to commercial excellence, earning partner organizations the right to win through Customer Excellence.
provocateur (n): 1. a marketing, brand, commercial, or CX pro whose Customer Excellence conviction and actions are regarded as a necessary and positive disruption to the orthodoxy; 2. A rebel with purpose who understands that provocation is the first act of rebellion against the status quo.
We set out to close a gap.
We ended up creating a category.
We began writing a book to solve the persistent challenges of customer-centricity and customer experience, and ended up creating Customer Excellence, a unifying force built for an intensely competitive world where customer expectations are in a perpetual state of evolution and elevation.
Superficial customer-centricity, weaponized "intrusion" marketing, and old-school CX won’t move the needle.
Customer Excellence Will.
What do The Ritz-Carlton, Amazon, Chewy, and other "outlier" companies know that you don't? With AI parity, Digital Democratization, and Experiential Commerce, the time is now for Customer Excellence. CMOs, marketers, and CX pros can finally unite to turn customer-centricity and customer experience into deeply differentiating strategic assets, organic to corporate success formulas, and the structural and systemic mechanisms that earn preferential positions in the hearts, minds, and lives of today's discerning customers.
“Brands are no longer defined solely by their proficiency in messaging, creative acumen, advertising prowess, or cunning in selecting the ‘right’ social media influencers. They are defined most authentically by the perceptions of customers derived from their lived experiences." —The Customer Excellence Enterprise
Media Conversations that Bring the Work to Life.
Media mentions and highlights from the conversations, coverage, and collaborations shaping the dialogue on Customer Excellence and commercial transformation across the global pharma ecosystem.
Pfizer Has a New Playbook for Reviving Sales—and It’s Starting to Pay Off.
Drugmaker has revamped how it packages, promotes, and sells certain medicines in bid to overcome post-pandemic slump.
By Jared S. Hopkins
How Pfizer Is Building Customer Experience From the Inside Out.
An exclusive interview with Pfizer’s Wayne Simmons on reshaping customer experience by listening to those interacting with healthcare professionals.
By Dom Nicastro
The Pursuit of Excellence in Service of Science™.
At Pfizer, the Science Will Win™ mantra captured my imagination. It embodies a conviction that human ingenuity and purpose can overcome even the most complex challenges. As an alum of that storied organization, I was inspired to define my own mantra that carries that same spirit into the world of customer, brand, and experience. I call it The Pursuit of Excellence in Service of Science™. As I deepen my commitment to my adopted industry, it reflects my professional purpose to ensure that the brilliance of scientific innovation created by the global biopharmaceutical industry is matched by the world-class experiences worthy of it.
FEATURED OFFERING
The Pharma Customer Excellence
LEADERSHIP TEAM MASTERCLASS
Experiential Commerce and the Consumer-Grade Imperative are here. Learn how to turn noble leadership intent into the enterprise conviction that defines the difference.
AUTHOR-LED | ½ DAY | FULL-DAY | ALSO AVAILABLE IN KEYNOTE and TAILORED FORMATS
What the world’s boldest customer-centric leaders are saying about Customer Excellence.
WALGREENS
“Simmons and DeWitt lay out many of the principles that anyone serving a customer would be wise to read and rightly call for a relentless focus on customer-centricity for leaders everywhere.”
— TRACEY BROWN, Executive Vice President and President of Walgreens Retail and Chief Customer Officer
STATE OF NEW YORK
“Simmons and DeWitt remind us that customer experience is about building lifetime relationships with customers to enhance their lives. This essential playbook provides leaders with actionable strategies
for delivering customer experience to help sustain the organizational shift to customer centricity.”
— TONYA WEBSTER, New York State, Chief Customer Experience Officer
ADVOCATE HEALTH
“More than a book; it’s a compass for organizations navigating today’s interconnected marketplace with authenticity and purpose. A practical guide for leaders committed to restoring humanity and
integrity in customer relationships.”
— BRADLEY KRUGER, Enterprise VP Patient Experience, Volunteer & Guest Services, Advocate Health
DOW
“A must-read and offers a compelling view on why customer-centric enterprises will win and deliver superior business results. This is
where the B2B world is heading, be prepared!”
—RICCARDO PORTA, Global Director for CX, DOW
IPSOS
“Really brings to life the importance of an organization placing the customer at the heart of its strategy and decision-making. With
proven linkage between business performance and customer experience this is a strong read for any senior executive.”
—BEN LLEWELLYN, Global CEO Customer Experience, Ipsos
