CASE STUDY
CHALLENGE

Aiding our client, a global biotech company, in becoming a truly patient-centric organization—one that understands the patient’s needs and how their experience is impacted by everyone from caregivers, doctors, and specialists to payers and policy makers. Our client wanted to empathize with the entirety of the patient journey in order to identify ways to work cross-functionally with their various stakeholders to positively impact the patient experience.

SOLUTION

Part I: Immersive Stakeholder Experience Simulation at Senior Leadership Forum

  • Designed a highly-immersive experience for senior leadership to aid in understanding the patient and stakeholder experience using robust simulation exercises:
    • Partnered with cross-functional leaders to develop accurate, in-depth scenarios in advance of session
    • Brought scenarios and personas to life through high-impact visuals
    • Designed and facilitated engaging, fast-paced exercises in which leaders were assigned different personas and tasked with completing assignments along the patient journey
  • Facilitated discussions to identify barriers and opportunities along the patient journey

 

Part II: Global Rollout of Stakeholder Simulation Experience

  • Designed scalable versions of the patient and stakeholder simulation experience customized for different diseases
  • Utilized train-the-trainer models, collaborative Learning Maps (guided small group exercises), and role-plays in order to build empathy and to deep-dive into cross-functional opportunities around multiple disease states
IMPACT
  • Designed a scalable solution for the global organization inspired by success at the Senior Leadership Forum
  • Increased empathy for patient and stakeholder experiences
  • Became the foundation of an enterprise-wide initiative to work more collaboratively with stakeholders to improve the patient journey
  • Became part of the brand-planning process for new therapies
  • Allowed the organization to reset the way they engaged with their ecosystem
  • Led to opportunity identification at the field office and enterprise level
  • Surfaced opportunities that would go to a newly formed innovation lab for further refinement

Capabilities Included: