A Solopreneur Serving Pharma & Life Sciences through Advisory. Speaking. Insights.
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Turn Your Customer-Centric Ambition Into Durable, Deeply Differentiated Commercial Advantage.
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Pharma's New Consumer-Grade Imperative.
Commercial Strategy Playbook (47-Pages)
Pharma’s commercial model is being reset by a changed HCP context and Consumer-Grade expectations. Experience now determines whether clinical intent becomes real-world care, whether written scripts convert into treatment, and whether value endures. This playbook confronts where preference is won or lost and the choices that leaders must make to ensure that their breakthrough science is matched by experiences worthy of it.
I am committed to helping leaders confront the gap between aspiration and reality, and to doing the harder work of redesigning how their organizations actually operate in service of customers. This means moving beyond intent, frameworks, and measurement toward conviction, accountability, and systems that make customer excellence repeatable, scalable, and commercially decisive.
BIO: Earning the Right to Be Your Trusted Partner Through
Depth of Experience and Passion for the Game.
Focused on complex, high-stakes environments where credibility is built through disciplined systems and consistent delivery.
Wayne Simmons served as a customer excellence and customer experience leader within the Chief Marketing Organization (CMO) of Pfizer, where he was responsible for crafting and executing the company’s global customer experience management strategy, leading the adoption of customer-centric ways of working, and serving as the company’s principal technical advisor on experience-led growth. He has prior marketing, commercial, and customer experience leadership roles with Bayer Pharmaceuticals, The Ritz-Carlton Leadership Center, and Mercer and has provided CXM transformation and turnaround consulting to leading global brands in the financial services, consumer goods, hospitality, and retail sectors.
Wayne is also a professor of practice on the founding faculty of the Master of Science (M.S.) in Customer Experience Management degree program within the Department of Marketing, Broad College of Business at Michigan State University. Wayne is an Inc. 500 awarded former founder and CEO, a Certified Customer Experience Professional (CCXP), a prior board member of the Customer Experience Professionals Association (CXPA), and a US Army Intelligence veteran. He is based in New York City.
Because the Stakes in Pharma and Life Sciences are Real.
In a world of hot takes and the performative "expertise" of social media influencers, my coaching, speaking and insights proposition is shaped by working in environments where trust, accountability and rigor are earned through evidence, disciplined execution and results.
I endeavor to be a trusted partner who brings depth, conviction, and disciplined execution to embed Customer Excellence as the fourth pillar of commercial excellence, alongside Sales, Marketing, and Launch excellence. The objective is not episodic improvement or performative CX programs, but durable, structural change that ensures what organizations promise is what customers consistently experience and what ultimately drives sustained performance.
The Agency: Connecting Scientific Brilliance to Experiential Excellence.
The Customer Excellence Agency is here to help pharma and life sciences companies meet the New Consumer-Grade Imperative. The Agency is the pragmatic evolution of my book, The Customer Excellence Enterprise: A Playbook for Creating Customers for Life (Wiley, 2024), into a focused advisory, speaking, and insights platform supporting bold leaders and teams navigating new context and elevated standards. Built intentionally as a solopreneur model, the Agency allows me to work as a true player-coach and honest broker across the ecosystem. With the stakes as high as they are in pharma, there’s is no room for amateurism or half measures in purpose, mission, and vision.
Purpose.
Advancing human health through The Pursuit of Excellence in Service of Science™.
Mission.
As a Customer Excellence Activation partner, I help pharma and life sciences leaders meet the Consumer-Grade Imperative by transforming customer-centric intent into culture, ways of working, and commercial systems that consistently match the brilliance of their science with experiences worthy of it.
Vision.
Pharma companies are equipped to match the rigor of the industry’s evidentiary standards for science, precision standards of manufacturing, and trust standards for brands with an equally elevated
experiential standard for customer engagement.
The Pursuit of Excellence in Service of Science™.
"We are what we repeatedly do. Excellence, then, is not an act, but a habit."
-Aristotle
As my adopted industry, being in pharma and life sciences has been a revelation. The stakes simply cannot be higher. At Pfizer, the Science Will Win™ mantra resonated deeply with me because it reflected a belief I had long held and practiced, and also happened to align with Aristotle’s conviction that excellence is not an act, but a habit.
As an alum of that storied "Brooklyn Born" organization, and through relationships with industry colleagues across the broader pharma and life sciences ecosystem, that belief was reinforced repeatedly: systemic rigor, structural discipline, and human ingenuity, applied consistently, are what translate scientific ambition into real-world impact for real people.
Breakthrough science matters above all, but what ultimately determines its reach is the systems and experiences that carry it into the world. That belief now shapes my
work, my writing, my teaching, and defines the purpose of this agency platform. This is the purposeful pursuit:
The Pursuit of Excellence in Service of Science™.
Experiential Commerce (n): A new era where experience itself has become a unit of value creation (or destruction). Since the mid-2000s, the World Bank has tracked this global shift from tangible to intangible value exchange. Experiential value now represents more than 80% of GDP in developed economies and 65% in emerging economies. In this landscape, differentiation comes less from what companies sell and increasingly from how they make people feel. This is the arena of Customer Excellence.
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