Digital Pharmaceutical Project
The Challenge
OneOme, co-founded by Mayo Clinic, provides evidence-based pharmacogenomic solutions that help improve patient outcomes and reduce costs through personalized medication decisions based on the patient’s genetic profile. The client faced difficulties in aligning multiple stakeholders— sales, marketing, IT/development teams, pharmacists, and customers—around a unified understanding of the product development journey from qualified lead through implementation. There was a need to clarify customer touch points and address gaps in both functional and non-functional requirements. Several maps and service blueprints were created to visualize the product workflow, implementation processes, and understand its full lifecycle. A workflow for a complex relationship with payers such as Blue Cross Blue Shield of Michigan can be shared here.
The Approach
As principal consultant, I used service design and systems thinking to interview all stakeholders. This helped me create a detailed service blueprint and a map of customer touchpoints linked to business needs. By mapping the customer journey for Blue Cross Blue Shield of Michigan, I identified all systems and applications involved and found gaps needing improvement and integration. This approach ensured the framework met both user needs and technical requirements.
The Outcome
The project resulted in stronger stakeholder alignment and provided the client with a clear, actionable framework to use as a starter template to onboard others. It also helped the client manage product development and implementation effectively with BCBS of Michigan. The service blueprint framework became a pivotal tool, guiding the client’s and its partner’s understanding and management of complex interactions across its systems, the customer’s systems, and pharmacy and provider teams involved. The starter maps led the client to further integrate this model framework into their Salesforce purchase funnel, enhancing process integration and leveraging Saleforce’s capabilities within their operational ecosystem.