Enterprise-wide CX Capability Building & North Star

A global pharmaceutical company faced fragmented, inconsistent interactions with patients and HCPs, lacking CX as an enterprise capability. Oncologists struggled with managing the pace of change in the therapeutic area, with limited opportunities for peer-to-peer knowledge sharing. In addition, patients lacked seamless support, and internal teams were misaligned, lacking a clear vision and direction to prioritize investments.

• Conducted primary research with patients and HCPs to map journeys, identify friction points, and define unmet needs.
• Completed a foresight scan to highlight emerging signals in oncology, digital health, and AI to inform future-focused priorities.
• Planned and facilitated cross-functional workshops to define an enterprise-wide CX north star framework with vision and guiding experience principles.
• Defined and helped drive consensus around priority areas of opportunity for improving experiences, beginning with oncologist digital experiences.

• Delivered a unified strategic direction and shared vision that helped align leaders around CX priorities and revealed new opportunities for intervention.
• Established CX as a high-value, cross-functional capability and strategic enterprise function that unlocked broader opportunities for business growth.
• Set up leaders across therapeutic areas with opportunities for experience transformation, laying the foundation for developing high priority use cases in oncology.