When you consider the pharmaceutical industry, two thoughts quickly boil to the surface. The first is that it's a highly regulated industry that handles extremely sensitive information concerning the healthcare of millions. The second is that those millions (of patients) require a flawless customer experience in order to get the medications they need, when they need them, easily and securely, no matter how sensitive their information is.

That's just a taste of what it's like in the world of Lance Peterman, Identity and Access Management Architect at Merck. During our interview with him, we were fascinated when he brought up identity, saying "one of the differentiating factors in the identity space is not just how well you can 'do' identity but how you can 'use' identity to make it a better experience for your customers." He also touched on the use of the contextual factors of identity like geolocation to improve authentication and make the user experience even better. It seems he rests firmly on the same page with Ping.

To hear Lance dig deeper on how they're staying on the cutting edge of pharmaceutical user experiences, watch this video.