Pfizer sought digital avenues to better connect with with healthcare providers (HCPs) in Singapore. Over 45 days, I shadowed field reps and interviewed doctors – looking for hidden opportunities and relevant behavioural insights.
The observational research led to four distinct archetypes of doctors in Singapore, transforming abstract customer segments into human and relatable profiles. This answered the 'why' behind the data and laid the foundation for customer-centric strategies.
Armed with these insights, we conducted a 3-day Design Thinking workshop with Pfizer's marketing team and field reps, crafting impactful and technology-driven solutions to solve HCP challenges.
