After moving to an enterprise role as Strategic Lead Digital CX at Roche Pharma, my first effort had been to assess the internal readiness of the company for executing on state-of-the-art CX models and approaches. I provided an internal ‘Roche Pharma state of CX’ report which was revealing … The results of the assessment helped me to prioritize next steps and enabled me to take action on. One outcome had been that Voice-of-the-customer is absolutely foundational (how can provide better customer experiences without knowing costumers’ experiences) I took the opportunity to take the lead of the just-about-to-start corporate VoC Program. Another key learning had been that a much closer linking and alignment would be critical of teams and individuals contributing to the evolution of CX at Roche Pharma. So, I started a collective CX Exec Coaching, supported by previous senior CX leaders from other industries as external coaches. CLIENT:Roche Pharma Global Product Strategy(as a Roche employee)PROJECT TIME FRAME: February – May…

In 2022 I had the great pleasure being a member of a cross-functional “digital squad” which was defining and executing on a digital launch strategy for a new pharmaceutical treatment launched by Roche in the EU. We saw an exceptional opportunity using the product launch as a sweet spot for early introducing CX methodology to the go-to-market approach. My role had been to add CX expertise and perspective to the table, where I have to say that my other functional colleagues (digital strategy, market insights, content management) had been remarkably open to consider new methodologies for a more customer-expectations-driven approach. Not claiming that this first attempt had been perfect, but a couple of aspects were successfully introduced to the digital launch strategy for the product. And I personally was confirmed on two of my personal mantras I am following, the “from talking to walking” and the “focus on sweet spots”. CLIENT:Roche Pharma(as a Roche employee)PROJECT TIME FRAME: June 2022 – January…

In 2020, a highly talented CX Insights lead in the Roche Pharma Medical CX department (which I had the pleasure to lead), together with cross-functional colleagues, set-up and drove the first global customer feedback program at Roche Pharma. The initiative called ‘OneFeedback’ (leaned towards the ‘OneRoche’ vision wording) had been the forerunner of and was later fusing into the Roche Pharma corporate Voice-of-the-customer program. OneFeedback was initially focusing on key corporate customer touch-points in the web, which all were homed in the MedCX department at that time. Within the initiative the team was also closely collaborating with the Roche Technical Operations (PT) division, which was partially serving the same customers. And over time, a couple of trailblazing Roche affiliates joined to run local feedback pilots – also on email channel – which gave early real-life evidence of positive business impact. I am not overstating when saying that the OneFeedback initiative is one example of the trailblazing innovations initiated within the Medical CX department at that time, which continued to resonate in the organisation years after. It early allowed the organization to “play with” & learn how customer feedback could be smartly done by a pharmaceutical company. And it was paving the way for the larger-scale corporate VoC program which was initiated in mid-2022, and which I have the honor to lead since…

In 2021, members of my team of the Roche Pharma Medical CX department together with the Roche Pharma Global Medical Information team were driving an truly exciting initiative on innovating how Roche answers to medical information inquiries. The initiative called ‘Customer Driven Content Authoring’ (CDCA) was based on a systematic co-design approach with Roche customers, physicians, pharmacists and patients. Medical information requests (MIRs) or medical inquiries are an obligatory and vital service provided by pharma companies. It is a bit similar to service call centers in other industries, but much more sensitive and regulated. Every answer provided could have an impact to an individual patient’s life. A big pharma company like Roche, serving millions of patients around the globe, receives ~100k medical inquiries each year. Mostly questions by health care providers (~75%) and patients (~25%), e.g. on treatment safety and treatment efficacy under specific circumstances. Now, what people typically experienced as an answer to a medical inquiry were long, text-heavy, scientific language based documents. Those were not easy to read and ‘digest’ for medical and pharmaceutical professionals (HCPs). And they were – in my opinion – nearly impossible to understand for lay people like patients and their families. As a result, HCPs and patients told us that the find it hard to access the information they need at the point of need. They clearly asked that answers provided by us need to be easier to use & understand. Within less than 3 months, the team provided a new set-up and design for global medical information responses. They used agile methodology, customer-centric needs research, personas, journeys, sentiment analysis, A/B testing and actively co-designed with physician, pharmacist and patient representatives. Now you will be curious about the outcomes … Amazing, right?! Remember, this was achieved in less than 3 months, simply by collaborating cross-functionally plus actively involving customers. Obviously, the biggest improvement was with patients, not really surprisingly. But even with physicians (MD) and pharmacists an increase of ease-of-use of 20-30% had been achieved associated with an increase of confidence in answers provided by the company. I had the pleasure presenting the approach and top level outcomes at a session of the cross-industries’ CX Council (I am a member of) and at the 2021 CX Management for Life Sciences conference, where it received a remarkable amount of acknowledgement by colleagues and…

Between 2019 and 2022, members of the Medical CX department (which I had the honor to lead) drove the evolution of (medical) customer services provided by Roche Pharma. We were supporting Digital Health, Personalized Healthcare and FMI divisions of the company with expertise about and implementation of customer services around their products, Typically being program-embedded contributors, working hand in hand with colleagues designing the products. Examples had been in-app customer services (Digital Health) or aligning medical services around the FMI portfolio to the enterprise…

The Medical Customer Experience department I had the pleasure to head at Roche Pharma (global), embraced the full value chain of digital customer touchpoints, medical content processes, internal customer engagement supporting platforms/tools, CX insights, and CX execution. As part of the overall ambition to provide customers and patients with better experiences with Roche, the Digital Customer Engagement sub-team took the effort to design a lean but advanced Digital Content Strategy which developed into a Digital Content Best Practices Framework. The team used the opportunity that most assets and aspects of end-to-end content processes were either homed in the department or with partners across the organization. They also invested in the smart approach to co-design strategy & framework together with representatives of affiliates and of global business…