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.