Case studies
HCP journeys as the base of a Medical Omnichannel model
HCP journeys mapped across Medical Affairs touch points, from MSL interactions to medical information and congresses, and used as the input to a Medical Omnichannel operating model.
The challenge
For the business
Medical Affairs was planning platform investment without a shared view of how HCPs seek and receive scientific information.
For HCPs
HCP questions moved between touch points and the service loop broke at hand-offs.
What we delivered
- Goals session with Medical Affairs digital leadership
- Interviews with the owner of each touch point
- Prioritized journeys and a capability baseline
Outcomes and how they are tracked
Business outcome
Operating model built on prioritized journeys
Leading KPIs tracked
- Allrequirements traced to a journey
- 10 to 15%less duplicated touch point effort
Customer outcome
A closed service loop for HCP questions
Leading KPIs tracked
- 10 to 20%faster response to HCP questions
- 80%+hand-offs closed on time
Leading KPIs are indicative targets agreed with each client against its own baseline. Business results follow over later cycles.
- Client
- US biopharma
- Where it fits
- Medical Affairs teams that want to start from HCPs' scientific needs before investing in platforms.
- Service
- Personas and customer engagement journeys
Facing a similar challenge?
A 45-minute working session is the simplest way to test whether a similar approach fits your team and planning cycle.
Last updated 31 October 2026