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According to conventional theory, customers were just viewers to whom companies aimed their advertisements and the business model was mass production and communication. In the digital era, we are moving towards a world more dominated by the customer network. In this paradigm, customers connect and interact with the brand dynamically. Today, they are constantly influencing each other and building the reputation of companies and brands.

way consumers discover, evaluate, buy and use products, and how doctor data they share, interact and stay connected with companies. This is forcing companies to rethink their traditional marketing funnels and re-examine customers' paths to purchase, which may alternate between using social networks, search engines, laptops or even through a online chat made by a chatbot.

Instead of seeing consumers just as sales targets, companies need to recognize that networked customers can be the best focus group, influencers and innovation partners in their business. Therefore, value your customer and treat them in the best way possible! Discover how to work with them to offer an increasingly better experience: audience segmentation: based on analytics tools, it is possible to