CASE STUDY
Be Customer Centric: the pharmacist at the center of the strategy
Areas
Investigación de usuario. User personas. Behavioral insights. Touchpoint analysis. Design research. Data-driven journeys. Diseño de experiencias de usuario
Understanding customer behavior and motivations allows for more effective decision-making in a company's strategy. We supported Boehringer Ingelheim in creating a 100% customer-centric digital strategy for the pharmacy sales channel, based on in-depth knowledge of the pharmacist customer to enhance repeat purchases, increase loyalty, and have control over distribution in pharmacies nationwide.
“El equipo de Runroom nos ha ayudado a entender a nuestro cliente, encontrar patrones y tendencias, y a definir nuestros segmentos comportamentales. Sin duda, un proyecto clave para nuestra estrategia de negocio. Marc Martínez Albareda, Manager Ecommerce, Boehringer Ingelheim”
The Boehringer Ingelheim group is one of the top 20 leading pharmaceutical companies in the world. We had a clear challenge: to define their digital strategy from a Customer Centric approach.
The goal is for pharmacists to perceive Boehringer Ingelheim as an ally.
In the first phase, we reviewed the usability and conversion of the online sales platform "Contigo en tu farmacia", where we aimed to put the pharmacist at the center of development to make it the flagship of the pharmaceutical world.
To achieve this, we identified the top clients and classified them, which allowed us to create a more personalized strategy targeted at each profile, in addition to addressing their needs on the platform.
We worked alongside the Boehringer Ingelheim team defining different user archetypes to better understand their behaviors and motivations. In the qualitative research process, conducted nationwide, we prioritized 3 key archetypes. We were able to identify opportunities on the web platform and in the user experience.
Based on the results and insights obtained, we launched a second project that consisted of producing an e-learning platform that provides pharmacists with a simple and easy-to-use space where they can find useful information to continue training through small modules via the online channel.
Our research process is based on key principles:
- People first:We put people first, with a customer-centric approach to deeply analyze the real and specific needs and frustrations of each user.
- Real data: We work from real people, reflecting usage patterns and mapping them in user journeys with specific touchpoints for each archetype. The global analysis of the journey allows us to detect opportunities for improvement in the Customer Experience and explore new use cases.
- Test and iterate: Based on this information, we ideate, design, test, and iterate solutions that improve this experience.
- Holistic vision: Having a multidisciplinary team, composed of consultants, researchers, developers, designers, and marketers, allows us to address all touchpoints of a journey, without focusing only on some aspects of the experience, obtaining more complex and complete mappings.
- Agility: Being able to innovate at an early stage of the journey and respond quickly and effectively to analyzed context or behavior changes, thanks to an iterative methodology based on continuous improvement and early and frequent delivery of value.
We created a trend report for the pharmacy sector focused on the patient, a reference document for Boehringer to help pharmacists increase their sales and retain their customers. The prioritization of user archetypes has allowed for the design and execution of more personalized marketing and content strategies targeted at the main buyer personas.
One of the actions activated from the conclusions of our research was the creation of an exclusive e-learning platform for pharmacists, obtaining key benefits for the client and the user, as the main axis of the strategy.
“Descubrir motivaciones y comportamientos en los clientes es mucho más poderoso que segmentar sociodemográficamente. Conocer cuál es su experiencia real, por ejemplo, el pain que supone recepcionar un pedido o localizar una falta, nos permite ayudarle más y mejor. Y el Journey de su experiencia, nos va a dar el mapa de dónde y cómo priorizar en las acciones. César Úbeda, Chief of Experience Officer, Runroom”
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