Use digital to build stronger relationships with healthcare providers in Asia
Pfizer set out to explore how digital could deepen its relationships with healthcare providers across Asia, starting with Singapore as their pilot market.
I led the research and design sprint that laid the foundation for how they would innovate across other Asian markets.
By shadowing field reps and interviewing doctors, we built a behavioural model of how influence, information, and trust works in practice — not just in theory.
These findings were at the core of a two-day workshop with 25 Pfizer leaders, designed to get the team thinking about their customers as humans instead of charts, numbers, and segments.
The result was a set of market-ready ideas, co-created by the people closest to the work, and anchored in a clearer, more human view of their customer.
role
Lead Researcher and Design Thinking Facilitator
industry
Pharmaceutical
skills
Behavioural and qualitiative research, workshop planning and design, Design Thinking facilitation, research synthesis
