Roche
Roche is a Swiss multinational healthcare company that operates worldwide under two divisions: Pharmaceuticals and Diagnostics. Roche is the fifth largest pharmaceutical company in the world by revenue, and the leading provider of cancer treatments globally.
“In my many years’ experience in the area, leading many projects, Urbina is probably one of the agencies I enjoyed working together the most because of the high level of dedication, creativity, commitment, expertise, and adaptability.”
How we helped
Urbina worked in close collaboration with Roche to evaluate audience needs and the current content gaps. Audiences included healthcare professionals (pharmacists and medical doctors) and patients.
Urbina provided the following work:
- Conducted extensive user research, including 50+ hours of audio and video interviews with patients, doctors, and pharmacists
- Created detailed personas and customer journey maps to understand user needs and pain points
- Developed new content standards based on health literacy best practices and user feedback
- Redesigned content to be more in line with audience needs, specifically: empathetic, readable, and patient-centric
- Simplified language and replaced technical terms with more relatable phrasing
- Created templates to both efficiently reuse and strategically personalise content to address specific stages of the patient journey (awareness, diagnosis, living with condition)
What we achieved
This case study demonstrates how a data-driven, user-centered approach to content transformation can simultaneously dramatically improve the effectiveness and empathy of medical communications, benefiting both patients and healthcare providers while laying the foundation for omnichannel content delivery and improved customer experiences.
Our recommendations provided a roadmap to
- laid the groundwork for a more efficient content creation process through reuse and standardisation by identifying ways to single-source content across audiences and personalise output across multiple channels
- created more actionable, practical information for healthcare professionals and patients, and
- reduced patient anxiety and measurably improved the sense of trust, empathy, and comfort when consuming content.
The numbers
Watch the video
This joint presentation on the Roche transformation journey was recorded during an OmnichannelX event.
Session abstract
What is more difficult than change? Forced change. Disruptive events like the Covid-19 pandemic put the digital readiness and customer centricity of many organizations in the spotlight and under pressure. In this session, we will share what it takes to mobilize and implement change in a customer-facing service, in this case, the Medical Information service, whose “content customers” are healthcare professionals (MDs and pharmacists) and patients.
The audience of this session will get a look at the Roche transformation journey. Join and see what strategies we put in place to effect improvements to customer centricity. We will share how we got the endorsement of key decision-makers as well as what our capability map looks like. Of special interest: we will showcase the preliminary results of content transformation and its impact on our audience, with real content consumer feedback and insights.