When Bristol-Myers Squibb redefined their strategy to become a next generation Biopharma company, several tactics were outlined and executed to move the corporation seamlessly through the transition; one key component was a new customer model.
In the development, a robust focus on the customer interface was analyzed. This applied to interactions between healthcare providers, patients, caregivers, and payers. The marketing team wanted to incorporate unique customer need insights and evolving market/medical trends to ensure that their “go-to-market” plan enhanced the product value for higher customer engagement. By offering better experiences, they helped further differentiate their products from competition. The end goal was to establish a transformational and differentiated Biopharma Customer Model capable of leveraging customer knowledge to maximize appropriate use of their products and add value.
My core responsibilities as project creative lead were to develop the core creative/messaging and to design all components associated with this campaign.
It’s important to realize that in today’s world, we need to take into account the inter-dependencies and connections that take place within the health care landscape. Our customers are impacted by decisions and information provided from many sources. To achieve a successful customer model, we needed to develop a 3-dimensional view of customers and the ecosystem of interactions among them is more fully understood and represented in our plans. Our success measures require a simple-to-digest, globally-relevant concept that can be extended appropriately. The look and feel needed to align with our Corporate/Prevail company brand, yet be different enough to strike off as a new communication approach. Throughout all the complexities that make up a robust customer model, the way in which we communicate for that customer model needs to be simple, clean and intuitive.