Product Strategy for a Pharma Consumer Digital Front Door
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Problem
No patient-facing digital channel
A mid-size specialty pharma with products in 20 markets had no consumer-facing digital experience. Patients met the company only through prescribers and a scatter of brand savings-card microsites, each owned by a different team. Leadership agreed a patient front door was needed but could not agree what it should do, who owned it, or where regulatory review would sit.
Solution
Ratified front-door product roadmap
We ran a 10-week product strategy engagement: patient journey research across three therapy areas, jobs-to-be-done interviews, and opportunity sizing for appointment support, savings programmes and diagnostics partnerships. We facilitated concept workshops with medical, legal and regulatory teams, defined compliance guardrails up front, and delivered a ratified three-phase roadmap with build-versus-partner calls and an operating model for a new consumer product group.
Measurable Impact
What changed after launch
Candidate feature list narrowed from 31 concepts to a ratified 7-feature phase-one scope backed by all five business units
Funded go decision reached in 10 weeks after 14 months of inconclusive internal debate
Projected year-one build budget cut by 28% by consolidating nine brand microsite briefs into one front-door programme
3 of 4 phase-one roadmap initiatives moved into active build within the following quarter
Tech & Tools Used
What powered the build
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