Case Study
Persona Customer Journey Mapping (Biopharma Drug Development Process)
Objective of the Study
Gain insight into the decision-making process involved in acquiring new biopharma solutions, including the factors that drive motivation, the significant influences, and the challenges faced throughout the Customer Journey Flow.
During the investigation of the various stages of the journey, particular attention was given to identifying key Personas and elucidating their relationship dynamics with other relevant stakeholders.
Methodology
METHODOLOGY
In Depth Interviews with decision makers, primary influencers and power influencers involved in the decision architecture.
GEOGRAPHICAL SCOPE: Germany, US, UK, IR, FR.
SAMPLE
Total Sample size Patients = 34 respondents from large biopharma companies; they are involved in the decision process towards choosing a new provider for biopharma solutions.
Participants were part of MSAT, R&D, Process Development, Strategic Planning departments.
LOI
60-minutes per IDI
MAIN RESULTS
Four primary Collective Personas have been recognized, with each of them described in relation to their behavioral input, emotional influence, encountered pain points, and future opportunities.
The biopharma process relies on a collaborative and purpose-driven approach, with various complementary departments working together for the success of each new project
The MSAT team plays a vital cross-functional role in connecting and aligning the early-stage drug development phases with the manufacturing momentum, ensuring a seamless transition and efficient progress
The decision-making process for selecting a new vendor follows a funnel approach, where higher-level hierarchical roles become involved as the process progresses. Ultimately, the Board of Directors is responsible for making the final vendor selection, while the Procurement department handles the contractual and financial documentation
KEY TAKE-AWAY
Selecting a new vendor is a complex process, and the most hindering milestone in the CJM is the comparative assessment of proposals. This milestone involves conducting a multidimensional evaluation of the received proposals, with both the Operational Team persona and the Lateral Evaluator persona working in parallel to ensure alignment in their recommendations for the shortlisted providers.
Customer service and support are essential factors that distinguish one vendor from another. It is a mandatory criterion that holds significant importance not only during the decision-making process but also during the subsequent phases of equipment installation, validation, and integration.
