Pharmaceutical Innovation Project
Train and co-design with pharmaceutical leaders to create new service models supporting physicians during the COVID era.
Overview
During COVID-19, I co-built and facilitated an innovation program for a pharmaceutical company when sales representatives couldn't visit clinics.
I facilitated capacity-building for high-potential leaders while simultaneously leading service design for various doctor segments. Working as both facilitator and service designer, I led the creation of doz, a new digital platform for open-sourced content for doctors.
This resulted in three projects that created new channels to engage doctors, winning a Brandon Hall Award in the Future of Work category in 2022.
Client
Pharmaceuticals Company
Role
Senior Service & Learning Designer
Year
2020
Duration
15 Weeks
Team
3 Learning Designers, 1 Project Lead, 1 Project Director
Impact
During both design process and capacity building journey, I delivered:
26
conducted interviews with stakeholders and beneficiary doctors
+150
hours of facilitated workshops with +12 client teams
2
solution concepts out of 3 outcome concepts further being built within client's internal teams
Built end-to-end guidelines and blueprint for a fully remote research and design process
Research
I conducted 14 stakeholder interviews and led research across 3 teams, interviewing 12 doctors and running digital diary studies via WhatsApp. I synthesized findings from all 3 teams into unified personas.
The research revealed doctors lacked interactive learning and access to medical information during COVID. Based on this, I framed our specific opportunity for our internal team: How might we support doctors' learning remotely?
Early findings detailing the critical needs of doctors, magnified by COVID-19 realities
Each prioritized persona have been detailed with characteristic traits, as well as their professional barriers (confidential content removed)
To build a common understanding across all doctor profiles, personas from 3 teams have been synthesized in tandem.
Design Challenge
How might we redesign a relationship ecosystem that supports doctors’ professional needs and the client’s engagement with them?
Design
To design for this opportunity, I initiated an open-sourced digital learning platform, called doz (dose). By activating collective intelligence via bite-sized podcasts, doz brings daily learning for doctors. I prototyped a website, mobile app by teaming with a UX designer, and briefed a sound artist to produce a sample podcast, testing with doctors across 2 cycles.
After validating the concept, I identified the corporate structure, value flows, and short/long-term timeline for establishing doz as an MVP with our project lead.
Through iterative prototypes, we have built web and mobile platforms for doz and integrated a prototype podcast into the platform for its final version.
Value Exchange Map illustrating the interactions and flow of resources for the project “doz”, as an internal team in collaboration with all stakeholders, as a beacon for the client's digital transformation agenda.
A meta narrative about all 3 resulting projects that propose diverse mediums for channels innovation while pushing their detailing strategy from push towards pull.
As part of the meta narrative, a storyboard that illustrates the new relationship ecosystem with all projects and their value propositions.
Delivery & Next Steps
I created the pitch presentation for doz and built the meta narrative connecting all 3 projects, by aligning all concept owner teams to follow a streamlined and unified narrative. My focus was on highlighting the channel innovation by diversifying touchpoints to doctors, and shifting the relationship from push to pull.
After successfully presenting doz to C-level executives, 2 of these concepts are being further developed internally.
I hosted 10 remote workshops to train client teams, equipping them with Human-Centered Design knowledge and methods