That was the challenge we worked on with our partner in the obesity space. Facing increasing competition, they saw fragmented touchpoints pushing HCPs toward competitors. At the sametime, they recognized the opportunity: harnessing data and AI to deliver coordinated, relevant, and timely experiences.

The critical step was aligning Marketing, Commercial, and Medical around a unified customer engagement strategy - one designed to strengthen trust, attract new HCPs, and retain existing ones.

That was the challenge we worked on with our partner in the obesity space. Facing increasing competition, they saw fragmented touchpoints pushing HCPs toward competitors. At the sametime, they recognized the opportunity: harnessing data and AI to deliver coordinated, relevant, and timely experiences.

The critical step was aligning Marketing, Commercial, and Medical around a unified customer engagement strategy - one designed to strengthen trust, attract new HCPs, and retain existing ones.

Together with stakeholders across customer-facing functions - and in close collaboration with DD&IT - we co-created a customer-centric engagement model supported by data, governance, and enabling technologies.

The work unfolded through:

• Defining what omnichannel engagement should look like in this specific context.

• Running a structured gap analysis to identify capability, process, and technology needs.

• Building a roadmap that balanced ambition with execution, ensuring focus and feasibility.

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The initiative marked a cultural shift - breaking down silos and uniting Marketing, Commercial, Medical, and DD&IT around a shared vision for customer engagement.

The roadmap developed now acts as a decision-making compass, guiding where to invest and what to deprioritize. A steering committee and working group have since been established to drive continued progress, especially in areas such as AI and digital engagement.

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The initiative marked a cultural shift - breaking down silos and uniting Marketing, Commercial, Medical, and DD&IT around a shared vision for customer engagement.

The roadmap developed now acts as a decision-making compass, guiding where to invest and what to deprioritize. A steering committee and working group have since been established to drive continued progress, especially in areas such as AI and digital engagement.

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By aligning key functions, the organization is now better equipped to adapt to market shifts and evolving HCP needs. This foundation supports their ambition to lead in data-driven, personalized healthcare - with scalable engagement models powered by AI and digital.

For HCPs and patients, the benefits are tangible: more relevant, timely, and consistent interactions that improve decision-making, adherence, and overall care outcomes.

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By aligning key functions, the organization is now better equipped to adapt to market shifts and evolving HCP needs. This foundation supports their ambition to lead in data-driven, personalized healthcare - with scalable engagement models powered by AI and digital.

For HCPs and patients, the benefits are tangible: more relevant, timely, and consistent interactions that improve decision-making, adherence, and overall care outcomes.

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