Customer journey

We supported one of our clients, a pharmaceutical leader, in redesigning its engagement levers with its KOLs, with the aim of finalizing its medical engagement strategy and defining its content production needs.

For this project, our team first conducted targeted interviews with KOLs, to carry out a critical analysis of our client’s ‘personas’ and their journeys, leading to a redefinition of a segmentation based on engagement. Once the needs, expectations and uses of KOLs were mapped, our team organized workshops with our client’s teams in order to co-construct new engagement models.

Ultimately, we redesigned our client’s KOLs journeys, defined the key formats to focus on for the engagement of each segment and created a content production roadmap for the teams.

We supported one of our clients, a leader in the field of nutrition, in segmenting the journey of a typical client who gradually becomes a patient as he ages (over 40). The objective for our client was to obtain a medical and scientific understanding of the opportunities in the field of “Healthy Aging”.

After having built the definition and segmentation of the customer journey from client to patient, identified the key players in the therapeutic areas initially defined and the main sources of information and influence for clients/patients, our team achieved clear segmentation opportunities linked to “Healthy Aging”.

This work enabled our client to engage its teams in building a new product development roadmap.

One of our clients, a player in winter sports equipment, wanted to be supported in the development and prototyping of new services to enhance the experience of their clients who are passionate about mountain sports.

To that end, our team carried out an on-site observation, mobilized our client’s community of 200,000 members (skiers, snowboarders, etc.) and conducted creativity workshops in order to generate avenues for improvement of the customer experience throughout the home-mountain route.

Alcimed made it possible to contribute to the launch of a new value-generating service for mountain enthusiasts!

We supported the European Medical Department of a pharmaceutical manufacturer in optimizing the care pathway for patients suffering from a rare respiratory disease in several European countries. As this rare disease is difficult to diagnose and often confused with more common respiratory diseases, the patient diagnosis time was taking too long (2 to 3 years). Our client wanted to position itself as a public healthcare player by providing Alcimed’s service to referral hospitals to:

1. Diagnose the current coordination of care between the different healthcare players on the patient pathway;
2. Co-define with this multidisciplinary team an ideal patient care model and an associated action plan;
3. Implement actions defined at local and national level.

What was the result for our client? A reduction in patient diagnosis time and a general improvement in physician coordination, an increase in therapeutic support and a change of perspective for the sales teams.

Alcimed supported an international pharmaceutical player in understanding the omni-channel customer journey of implanters, stroke neurologists, and nurses to develop new engagement opportunities towards implantable cardiac monitors (ICM) products & services.

To help our client build its strategy, we deciphered the customer journey of selected HCPs through a qualitative study, followed by a quantitative study based on the focus points identified in the qualitative phase, including the level of advocacy and loyalty towards ICMs, the level of awareness of ICMs, and the tendency to recommend ICMs to patients.

On this basis, we helped our client understand the actual complex communication landscape driving their customers’ decision-making and influence process towards ICMs products & services. We also assisted our client in identifying the right content, channels, and timing to boost loyalty, raise awareness, promote patient referrals among HCPs, and unlock the power of the new hybrid model (face-to-face field sales, remote sales, and digital platforms) to find new potential opportunities.

Our team supported an international pharmaceutical stakeholder specializing in allergy by defining their KOL (Key Opinion Leaders) engagement strategy from a medical perspective and exploring the DOL (Digital Opinion Leaders) ecosystem in allergy.

To assist our client in shaping their KOL engagement strategy, we leveraged their country teams’ knowledge of the ecosystem along with interviews with various KOLs worldwide to establish global personas (main KOLs’ profiles, habits, preferences and expectations). Additionally, we devised a methodology and practical tools to aid teams in more effectively identifying and comprehending key KOLs, as well as refining or challenging associated customer journeys to ensure alignment between KOLs’ expectations and needs and the company’s engagement objectives. Concurrently, we conducted a global exploratory investigation on DOLs to help our client stay updated and gain better insights into new players within their ecosystem.

On this basis, we enabled our client to define their medical engagement strategy and its implications in terms of medical activities at the country level. We also assessed the opportunity for our client to engage with DOLs in terms of value, objectives, and feasibility, within the context of communication and education.

In the context of a large pharmaceutical company developing an omnichannel suite to streamline healthcare professionals monitoring by their marketing teams, our team assisted our client in structuring and presenting this solution internally. The goal was to help the marketing teams better understand the capabilities offered by this internally developed tool.

To assist our client in the adoption of the omnichannel suite, we first outlined the engagement plan through discussions with the teams, aligning with the opportunities presented by the omnichannel suite and designing the specifications for the engagement journey (goals, key messages, message formats, success factors). We then developed training materials for the marketing teams based on these specifications. Finally, we implemented the engagement plan and defined the follow-up strategy to be implemented post-training.

This approach allowed us to demonstrate the usefulness of the omnichannel suite in their work, incorporate the voice of these teams into the process, and offer suitable formats for quick adoption of the content in an engaging manner.