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In 2022, we expanded the scope of our study of customer experience in the pharmaceutical industry beyond Europe and North America and found companies struggling to meet the needs of healthcare professionals (HCPs) in several key markets. The shift to a global scope shook up the list of pharma’s top-performing firms, with just one company retaining its top-tier position from 2021. Our Customer Experience Quotient® (CXQ®) metric makes clear that the types and levels of customer engagement prevalent today are merely table stakes for large pharma firms. The industry can differentiate its customer experiences by discovering how it can right-channel HCPs’ unmet needs for information and services.