Case Study
Making patient centricity tangible internally and externally.
Inflection Point
After growing from ~50 employees to over 500 in just a few short years and with new competitors on the horizon, our client saw an opportunity to differentiate on patient experience. There was a lack of cohesiveness between patient marketing and patient support services, creating a disjointed experience for patients and caregivers. Internally, there was a lack of alignment on the patient journey, leading to duplication of effort by cross-functional teams.
How We Helped
Together with select representatives from cross-functional teams, we defined a strategy and roadmap for delivering and cultivating differentiated patient experience positioning, messaging, and tactics across the organization.
The strategy centered around three areas:
- Reimagining critical patient touchpoints and patient/customer interactions,
- Identifying differentiating ideas for delivering patient experience, and
Embedding a patient-centric culture with new ways of working.
The strategy and roadmap enabled us to create cohesive tactics and resources across patient marketing, advocacy engagement, patient support services, and select aspects of HCP marketing and engagement — all to drive a unified experience. We incorporated stakeholder mapping and storytelling to engage and align the wider organization. Our deliverables included executive briefings, town-hall slides, an internal crowdsourcing campaign, email newsletters, and presentations for all-company meetings.
Outcomes
We delivered a north star vision for patient experience, supported by synthesized patient journey maps and tactical roadmaps. Over time, we generated multiple storytelling deliverables that created a consistent understanding of how the strategy influenced specific tactics, campaigns, and engagements with patients, advocacy, and customers. Finally, by creating multiple opportunities for employees to contribute to the strategy, we made patient-centric culture real in the organization.
We aligned the organization’s broader strategic goals with patient-centric CX strategies and tactics along the patient journey.