How medical content transformation is enabling better customer experiences

Omnichannel presentation

What is more difficult than change? Forced change. Disruptive events like the Covid-19 pandemic put the digital readiness and customer centricity of many organizations in the spotlight and under pressure. In this session, we will share what it takes to mobilize and implement change in a customer-facing service, in this case, the Medical Information service, whose “content customers” are healthcare professionals (MDs and pharmacists) and patients.

The audience of this session will get a look at the Roche transformation journey. Join and see what strategies we put in place to effect improvements to customer centricity. We will share how we got the endorsement of key decision-makers as well as what our capability map looks like. Of special interest: we will showcase the preliminary results of content transformation and its impact on our audience, with real content consumer feedback and insights.


What you’ll learn

  • Understand the whys and hows of the Roche Medinfo content transformation project
  • Learn in what ways content transformation enables better customer experiences
  • Learn the strategies that were put in place to deliver on the promise of customer centricity, and
  • See how the transformation was presented in order to secure stakeholder buy-in.


Natercia Rodrigues
Natercia Rodrigues
Roche Pharmaceuticals
Noz Urbina
Noz Urbina
Urbina Consulting