In the US, pharma customer experience (CX) is approaching an inflection point. Pharma firms have made major investments in CX but rarely measure the effects in any structured way. This business-as-usual approach to underperforming channels means that firms waste money on financing activities or building things for their own sake. This is unsustainable, and the reckoning is looming on the horizon. To maximize the value of CX, US pharma companies need to measure it by harnessing data and insights in ways that are not yet normal practice for the industry.