Embedding Oncology Platform Design with HCP Insight

Oncology is one of the fastest evolving specialties, and finding the latest, credible information is a growing challenge for oncologists. A global pharmaceutical company wanted to understand oncologists' current information seeking behaviors, as well as gain insight into how they might build a useful and desirable source of information for oncologists.

Understanding Oncologists online behaviors and information needs is one thing. Translating that into a future forward digital experience is another. While these steps are often treated in chronological order, this typically means extended timelines. The challenge was to achieve this insight without the linear timeframe.

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By deeply understanding oncologists' current behaviors and unmet needs, the team was able to design an experience that satisfied Oncologists unmet needs and overcome some of their daily frustrations. They also had a clear understanding of the different expectations for younger oncologists which informed principles for future state.