“I may be a patient 11 days out of the year when I
have to see my doctor or
am visited by a nurse,
but the other 354 days of the year I am a person
living my life.”
A global pharma company transitioning into specialty care needed to rethink how it engages with patients across complex, multi-stakeholder journeys. Existing approaches were fragmented and primarily organization-centric, limiting their ability to deliver meaningful patient experiences.
I led the end-to-end design workstream within a cross-functional team, defining a patient-centric onboarding approach grounded in research and ecosystem thinking. By aligning clinical, business, and patient perspectives, we identified key moments of truth and translated them into a scalable journey framework adaptable across diseases and markets.
Establishing a scalable model for patient-centric experiences
The work resulted in the company’s first end-to-end onboarding program for rare diseases, with initial pilots launched across multiple markets. In addition, it helped embed human-centered design as a repeatable capability, supporting the broader shift toward patient-centricity in specialty care.
