A Solopreneur Serving Pharma & Life Sciences through Coaching. Speaking. Insights.
New Title
As your Customer Excellence partner, I turn customer-centric ambition into culture, ways of working, and experience delivery systems that become durable sources of commercial impact and enterprise value.
Pharma’s Consumer-Grade Future is Already Here.
Healthcare professionals now benchmark pharma interactions against the best experiences from their Other Life as consumers, not industry norms, fundamentally resetting the bar for commercial engagement.
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 74% of consumers, how likely are they to leave a brand after three or fewer negative experiences? (Salesforce).
A urgent need to match the brilliance of science with experiences worthy of it.
In an industry defined by rigorous evidentiary and.regulatory standards for science, precision standards for manufacturing, and trust standards for brands, the time has come set equally elevated experiential standards for the industry’s diverse business models and omnichannel interactions.
Customer Excellence = (Brand x Product x Experience)Cultureⁿ. When expressed as a formula, defines how enduring value and differentiation are created when Brand, Product, and Experience operate as one integrated system and are compounded exponentially through Cultureⁿ.
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 and alongside some of the world’s most iconic consumer brands. I have also served in senior commercial and customer experience leadership roles inside global pharmaceutical organizations, operating at the center of marketing, field sales, brand, and customer experience. With intention, I now blend those worlds to partner with pharma and life sciences leaders as both an insider and a challenger, helping organizations evolve how they engage, serve, and support the people who rely on their science.
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.
solopreneur (n): An independent trusted partner who works side by side with leaders and teams across the global pharma ecosystem to activate embed Customer Excellence with singular focus, creative freedom, passion, authentic expertise, craftsmanship, and founder-level accountability.
We set out to close a gap.
We ended up creating a category.
As a practitioner and founding faculty for North America’s first master’s degree in Customer Experience Management in the Department of Marketing at the Eli Broad College of Business at Michigan State University, we partnered with Wiley to write the definitive book to solve the persistent challenges of embedding and scaling customer centricity and customer experience. What emerged was Customer Excellence. A unifying force that closes the gap between intent and impact in crowded and noisy markets 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.
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.
FEATURED OFFERING
CX3.0--Fit for Pharma™ BOOTCAMP
A hands-on, executive-level bootcamp designed to help pharma leaders operationalize CX3.0 as a commercial capability—embedding customer experience directly into field performance, omnichannel execution, and journey-based growth
Author-led | ½ Day | 1 or 2-Day| Also Available in Keynote and Tailored Formats.
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™.
"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™.
