The Client
Biogen are a global neuroscience pharmaceutical company that specialises in the development of research and medicines aimed at addressing some of the world’s most challenging neuroscience conditions including Multiple Sclerosis, Alzheimer’s disease, Parkinson’s disease and Amyotrophic Lateral Sclerosis (ALS) in particular.
The Challenge
With growth beginning to plateau, and competitive pressures building, Biogen came to the realisation that it needed a more customer centric approach to marketing in order to differentiate itself, as well as needing to shift its internal culture from a focus on ‘disease’ to ‘customer’. A catalyst was required to shift their internal thinking in a way that would refocus efforts on the end patient.
The Approach
Through a number of cross-functional workshops, the first phase involved co-designing a set of guiding Customer Experience Principles to direct any future experience design and execution. The second phase included embedding Design Thinking (Human Centred Design) within the strategy, planning and marketing teams through a series of training workshops and ongoing coaching sessions to shift cultural mindsets more towards the patient/customer and not just the disease alone.
The Results
As a result of Strativity’s work, Biogen now feel they have the underlying tools, capability, vision and planning methodology required to transform into a more customer centric organisation. Initial ‘brand plans’ developed following the engagement are already showing encouraging signs of a new vein of creative thought leadership, more effectively targeting the end customer.
