Viatris Inc. is an American global pharmaceutical and healthcare corporation headquartered in Canonsburg, Pennsylvania. The corporation was formed through the merger of Mylan and Upjohn, a legacy division of Pfizer. In 2022 the Lithuanian department turned to us to rethink the existing physical and digital client experience.
Viatris
Project information
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Team
- Jurgita Babilčiūtė
- Deividas Juozulynas
- Karolina Petraitytė
Client
Viatris
Sector
Healthcare
We did
User journey, Experience design, Workshops, Strategy, Sensemaking, Research, Engagement, Data analysis
Year
2023
ABOUT PROJECT
Strengthening the Relationship with the Client
The Challenge
How might we strengthen the relationship with our target audience through an omnichannel experience?
The Context of the Challenge
Viatris actively promotes its extensive range of medications through both digital and physical channels. A primary method involves representatives who visit doctors across various therapeutic areas to promote these medications. Subsequently, these doctors are directed to digital platforms. Ensuring a seamless experience across numerous touchpoints in the customer journey is crucial for the potential recommendation of a medication to a patient.
The Approach
01
Understanding the Client
During a participatory process with company representatives, the target audience was segmented to better understand its diversity and to allocate resources more effectively for communication.
02
Customer Journey Deconstruction
Process mapping was used to identify pain points and their interconnected causes.
03
Touchpoint Analysis
Based on the customer journey map, all touchpoints were analyzed to identify communication gaps and devise potential solutions.
04
Data Systematization and Recommendations
All gathered data was organized, and recommendations for implementation were provided.
The Insight
01
Representatives and Omnichannel Conflict
The company aims to create an omnichannel experience. Previously, the perception was that representatives handle their roles independently, and the marketing department manages digital solutions. This division has hindered the creation of a seamless customer journey within the company.
02
Target Audience
Research confirmed that doctors are extremely busy and inundated with information, making it difficult to discern what is important and where to engage. They need to quickly understand the call to action to make informed decisions.
03
Digital Experience
The company utilizes various digital channels, such as mass mailing, RTE, the Viatris Connect platform, webinars, etc. It’s crucial that all channels function cohesively as an ecosystem to efficiently guide doctors to the necessary resources.
The Change to the Context
01
Mindset Shift
The team developed a unified view of the customer journey with Viatris, recognizing the need to integrate the representative as an essential part of the omnichannel system.
02
Digital Touchpoints
After revising digital touchpoints, an action plan was developed to make information more accessible to customers.
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