This talk will provide examples of some of the projects worked on at Blue Latitude for healthcare practitioners and patients and explore some of the issues presented when trying to be innovative in a highly regulated environment.

1. User Experience and its
Influence on Customer
Centricity in Pharma
Camp Digital 2015
Elisa del Galdo
Head of Customer Experience
23 April 2015
Blue Latitude Confidential and Proprietary 24/04/2015

2. bluelatitude.net
Healthcare specialists
Blue Latitude is a strategic marketing
consultancy, focusing on creating exceptional
customer experiences in healthcare.
We work with decision makers, who transform
and save lives, all over the world
Blue Latitude Confidential and Proprietary 24/04/2015

3. Healthcare specialists
Blue Latitude Confidential and Proprietary 24/04/2015

4. Our Services - what we do
Blue Latitude Confidential and Proprietary 24/04/2015
Research
& Insight
Strategy
Customer
Experience
Service
Design
Capability
Development
Measurement
& Optimisation
Delivery &
Execution

5. Customer Experience at Blue Latitude
Blue Latitude Confidential and Proprietary 24/04/2015
• Head of Customer Experience at BL
• Over 75 years of combined experience in user experience
design and research.
• Multidisciplinary team
• Human factors, cognitive psychology, visual design, market
research, strategy, and human computer interaction

6. Some of our clients

7. Who are the customers
We focus on a variety of user types and their interactions
Blue Latitude Confidential and Proprietary 24/04/2015
Patients
Carers
HCPs
Employees
(Sales
Reps)
Payers

8. Pharmaceutical companies are conservative when
it comes to changing the way they interact with
their customers.
Blue Latitude Confidential and Proprietary 24/04/2015

9. It is a highly regulated industry, with codes of
practice, as well as legal and medical
regulations that have recently been tightened.
Blue Latitude Confidential and Proprietary 24/04/2015

10. Everything we create is subject to regulations and
compliance
Blue Latitude Confidential and Proprietary 24/04/2015

11. Our research standards
Blue Latitude Confidential and Proprietary 24/04/2015
Blue Latitude are a member of the following professional market
research organisations:
Corporate approval
processes

12. Regulations exist to ensure that interaction
with customers is within acceptable
boundaries.
Blue Latitude Confidential and Proprietary 24/04/2015

13. Pharma want to understand their customers’
needs, connecting with them to provide
services beyond the pill.
Blue Latitude Confidential and Proprietary 24/04/2015

14. In addition, the services must provide value to
Pharma.
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15. The Customer Experience Design Process
Blue Latitude Confidential and Proprietary 27/04/2015
RESEARCH
STRATEGY
DESIGN
DELIVER
REFINE
Iterative validation
Unfortunately, regulations can restrict UX best
practice

16. Acceptance of innovation in customer
services can be very difficult…
Blue Latitude Confidential and Proprietary 24/04/2015

17. CX research provides the customer perspective
for Pharma via insights to influence design
beyond traditional market research.
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18. Blue Latitude Confidential and Proprietary 24/04/2015

19. Sign Against Stroke – Case Study
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20. Blue Latitude Confidential and Proprietary 27/04/2015

21. Blue Latitude Confidential and Proprietary 17/10/2012
There is light at the end of the tunnel.
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22. Questions?
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23. Thank You
Elisa del Galdo
Head of Customer Experience
T: +44 (0) 203 328 1861
elisa.delgaldo@bluelatitude.net
www.bluelatitude.net
Blue Latitude Confidential and Proprietary 27/04/2015