Customer Journey Mapping for a Pharmaceutical Enterprise
Mision
To deliver a comprehensive, validated customer journey map that uncovers pains, motivations, and emotional drivers, empowering teams to design experiences that meet customer needs with precision and impact.
Vision
To create a seamless, insight-driven customer experience that strengthens trust with healthcare professionals, boosts event relevance, and contributes to better healthcare outcomes.
Industry
Pharmaceutical
Size
Big Corporate
Markets
EU + LATAM
Timeline
2 Weeks
Team Member
1
Type of Project
Implant
Need For Cange
To design experiences that resonate with healthcare professionals and drive meaningful engagement, the company needed a unified, research-driven customer journey map that captures functional, emotional, and motivational insights, enabling better decision-making, more relevant events, and improved customer loyalty.
Business Background
The pharmaceutical enterprise recognized the need to gain a deeper understanding of its targeted clients’ journey, from initial touchpoints to event attendance, in order to enhance engagement, relevance, and overall customer experience.
Mapping this journey would help identify pain points, drivers, expectations, emotions, and key reasons customers interact with the company and attend its events.
The Company
A global pharmaceutical player, dedicated to improving healthcare outcomes, wanted to strengthen its relationship with healthcare professionals (HCPs), key decision-makers, and event participants by providing a more meaningful, streamlined, and emotionally resonant experience.
Key Challenges
Fragmented Understanding of Customer Experience: No holistic view of pains, motivations, and expectations across touchpoints.
Limited Emotional Insights: Lack of data on how customers feel at different stages and what drives loyalty.
Unclear Event Drivers: Difficulty understanding why targeted clients choose to attend (or skip) company events.
Data Silos: VOC data, feedback, and KPIs scattered across teams, making it hard to connect insights.
Misaligned Stakeholders: Different internal teams had varying priorities and definitions of success.
Objectives
Map the End-to-End Customer Journey: Identify all key touchpoints from awareness to event attendance.
Capture the Voice of the Customer: Gather qualitative and quantitative data to understand perceptions, pains, and expectations.
Assess Customer Experience Metrics: Measure satisfaction, effort, and relevance at each stage.
Identify Emotional Drivers & Gains: Understand what motivates, delights, or frustrates customers.
Provide Actionable Insights: Deliver a clear set of prioritized opportunities to improve the experience.
Align Internal Teams: Create a shared view of the journey to break silos and guide coordinated actions.
Impact
A complete, visualised customer journey map with insights into pains, expectations, emotions, and decision drivers.
Prioritised recommendations to reduce friction, increase event participation, and strengthen relationships.
Alignment across marketing, medical, sales, and event teams with a single source of truth for CX initiatives.
Results
Delivered a detailed customer journey map with emotional, rational, and motivational insights.
Identified top pain points and prioritized solutions for maximum business impact.
Created a playbook for improving event experience and measuring success.
Sucess Metrics
Improved NPS and satisfaction scores post-event.
Increase in event attendance and engagement rates.
Reduction in high-effort touchpoints identified during the journey mapping.
Increased cross-functional collaboration and adoption of CX initiatives.
Conclusion
This project gave the pharmaceutical enterprise a powerful understanding of its customers’ journey, unlocking insights into pain points, expectations, emotions, and motivations. With a clear path to action, the company is positioned to create experiences that are more relevant, efficient, and emotionally resonant.
Up for More?
Up for a different taste?
I work from two lenses. Cheering the Customer is the CX playground: practical moves, real stories, and ideas you can ship. While Helipsus is the research and foresight lab (signals, trends, and evidence to guide what’s next). If you want you can dive deeper.
Turning CX into Desire
This is where we spill the secrets behind unforgettable customer experiences.
Bold insights, cheeky takes, and practical moves that turn “meh” journeys into magnetic ones.
Research with Foresight
Find deep dives into research, foresight, and the tools that help us see what’s next.
Clear, future-ready insights to guide smarter design and sharper strategies.
