Connecting a Digital Ecosystem: Unifying Patient + Doctor Communications
Clarkston recently partnered with a biotech company to create a digital ecosystem in order to improve communication between doctors and patients. This biotech company discovers, develops, and manufactures breakthrough therapeutics targeting rare disease populations and set out to commercialize an innovative platform targeting treatments in rare diseases. In 2017, the client selected Clarkston to partner with its digital team as it prepared to transition from a late-stage clinical development company to a multi-product commercial company.
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The problem at hand was a decentralized digital ecosystem collecting and managing patients and doctors interested in receiving communication. Each functional area collected and managed individuals in their own systems, their own lists, and their own tools. This would mean that the same doctor could request communication from the corporate site, a field rep visit, and while attending a congress. The same doctor would be treated individually by each functional area and receive disjointed, sometimes duplicative communications.
From here, the digital team set out to unify the digital ecosystem into a cohesive user journey through the following steps: centralizing, deduplicating, translating, and analyzing. Clarkston Consulting partnered with the client to manage design, development, approval and deployment of a centralized digital ecosystem, ensuring GDPR compliance, optimizing the user experience, and enabling cross-organizational collaboration and alignment for various patient journeys.
