In an effort to develop closer relationships and better trust with General Practitioners and Patients, Pfizer approached our team at Fjord (now Accenture Song) to develop a new CX vision and a set of viable service concepts to bring this vision to life. After several weeks of in-field research across Europe, our team mapped our the current state journeys for GPs as well as developed a set of “Medical” mindsets. We facilitated a co-creation workshop with the top Pfizer sales reps and stakeholders to inform the new service concepts, principles, and vision.

A NEW JOURNEY

Rather than a typical journey map, I developed a new way to map the GPs’ day-to-day that better aligned to the non-linear and atypical way in which their actions blended together. These actions were then rated on scales relative to the actionable value for GPs and the severity of the pain point. This allowed us to identify the largest areas of opportunity for us to develop services in favour of, and also learn from the “hacks” that GPs use to facilitate their jobs.

MAKE CARE SIMPLE

We developed a new CX vision for Pfizer that centred around a care-based ecosystem. Every product and service developed under this vision had to ladder up to making care simple. Our design principles of: simplicity, connection, continuity, and disruption ensure that our ideas were not only boundary and expectation-pushing, but also put the patient and their care first.