Designing out-of-the-box services for HCP’s by in-depth research
Pfizer | CX Innovation
| Client
Pfizer
| Project Length
3 Months
Situation
The company wanted to engage in value added ways with its main client: the health care professional. Several innovations had been introduced for sales representatives, from more attractive presentations to iPad brochures. But the client wanted to rethink the engagement strategy more thoroughly.
Challenge
Understand HCP context in order to design new alternatives to re-engage with them, finding out what value should our team deliver to empower this customer group to improve their working life, involving Pfizer’s innovation and products.
Solution
The research showed us the reality of the HCP’s: lack of time. Straight away we generated with key stakeholders 6 innovation opportunities and 2 propositions to relieve them. These solutions helped them save time, such as a video platform for HCP’s education, in bite-sized content about best practices and new views on diagnosis.
Impact
These solutions helped them save time, such as a video platform for HCP’s education, in bite-sized content about best practices and new views on diagnosis.
How it all started
A global Customer Experience initiative sparked a mindset of innovation and bringing new big ideas to life. ktc acted as a research and design partner in this new ecosystem.
Discover
The current state of engaging healthcare professionals.
Through stakeholder interviewing and context research, we uncovered the digital habits of Healthcare Professionals (HCP’s), and how they integrate them in their daily jobs. From this research, we derived we needed a more qualitative deep dive into their daily job context and their struggles in life as an HCP.
Tools used: Stakeholder interviews, Context research
Remote Job to be Done Interviewing
We used video conferencing to interview HCP’s in 5 countries. It took about 45 minutes per session to really learn about their struggles, desires, and expectations from their partners. From these interviews, we distilled 6 major innovation opportunities.
Design
Ideation Session for new HCP services
We invited several stakeholders from the company to generate new solutions based on innovation opportunities. By gathering people from digital, marketing, medical and sales reps we boosted creativity around the customer.
Tools used: brainwriting, 4-cycle brainstorm, how-now-wow canvas
Result
3 new MVP’s currently being developed changing the Customer Experience to HCP’s.
Project Team
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