Customer Journey Consulting

Parcours client Agence Cabinet Experts Spécialistes Conseil Consulting

For over 30 years, our team has been providing day-to-day support to industrial leaders, innovative SMEs and start-ups, and institutional clients, in their customer journey projects.

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    How we support our clients in their customer journey projects

    Founded in 1993, Alcimed is a consulting firm specialized in innovation and new markets development in life sciences. Spread over our 8 offices in the world (in France, Europe, Singapore and the USA), our team of 220 high-level explorers supports everyday decision-makers and business departments (marketing, research, innovation, strategy, CSR, etc.) in their innovation and new market development projects.

    Our customer journey projects cover subjects as diverse as defining customer strategy, understanding customer uses and expectations, building engagement models, defining and deploying new customer journeys, digitally transforming existing journeys, analyzing the competition on a journey, and much more!

    And our activities are not limited to customer journey. The diversity of our clients (manufacturers, ETIs, innovative start-ups, institutions, etc.), the subjects we deal with, and the geographical areas we explore, enable us to master a wide range of missions and develop recognized expertise in our specialized sectors.

    Our missions

    Our expertise

    Examples of customer journey projects carried out for our clients

    • Redefining the customer journey and the KOLs engagement strategy for a pharmaceutical player

      We supported one of our clients, a pharmaceutical leader, in redesigning its engagement levers with its KOLs, with the aim of finalizing its medical engagement strategy and defining its content production needs.

      For this project, our team first conducted targeted interviews with KOLs, to carry out a critical analysis of our client’s ‘personas’ and their journeys, leading to a redefinition of a segmentation based on engagement. Once the needs, expectations and uses of KOLs were mapped, our team organized workshops with our client’s teams in order to co-construct new engagement models.

      Ultimately, we redesigned our client’s KOLs journeys, defined the key formats to focus on for the engagement of each segment and created a content production roadmap for the teams.

    • Construction of a segmentation of the Consumer-Patient over 40” pathway to identify opportunities in the area of “Healthy Aging” 

      We supported one of our clients, a leader in the field of nutrition, in segmenting the journey of a typical client who gradually becomes a patient as he ages (over 40). The objective for our client was to obtain a medical and scientific understanding of the opportunities in the field of “Healthy Aging”.

      After having built the definition and segmentation of the customer journey from client to patient, identified the key players in the therapeutic areas initially defined and the main sources of information and influence for clients/patients, our team achieved clear segmentation opportunities linked to “Healthy Aging”.

      This work enabled our client to engage its teams in building a new product development roadmap.

    • Improving the experience of mountain enthusiasts by creating services on their customer journeys

      One of our clients, a player in winter sports equipment, wanted to be supported in the development and prototyping of new services to enhance the experience of their clients who are passionate about mountain sports.

      To that end, our team carried out an on-site observation, mobilized our client’s community of 200,000 members (skiers, snowboarders, etc.) and conducted creativity workshops in order to generate avenues for improvement of the customer experience throughout the home-mountain route.

      Alcimed made it possible to contribute to the launch of a new value-generating service for mountain enthusiasts!

    • Optimizing the care pathway for rare disease patients in Europe

      We supported the European Medical Department of a pharmaceutical manufacturer in optimizing the care pathway for patients suffering from a rare respiratory disease in several European countries. As this rare disease is difficult to diagnose and often confused with more common respiratory diseases, the patient diagnosis time was taking too long (2 to 3 years). Our client wanted to position itself as a public healthcare player by providing Alcimed’s service to referral hospitals to:

      1. Diagnose the current coordination of care between the different healthcare players on the patient pathway;
      2. Co-define with this multidisciplinary team an ideal patient care model and an associated action plan;
      3. Implement actions defined at local and national level.

      What was the result for our client? A reduction in patient diagnosis time and a general improvement in physician coordination, an increase in therapeutic support and a change of perspective for the sales teams.

    • Patient experience: mapping patients' emotions to improve their well-being and quality of life along the care pathway

      Our team help a leading pharmaceutical company understand the emotions experienced by patients suffering from a rare disease in order to develop a range of services to improve their well-being and quality of life.

      After mapping patients’ emotions throughout their care pathway (from pre-diagnosis to palliative care) in several European countries, our team conducted a benchmark of services for patients, before selecting, during a workshop with our client’s teams, ideas for services to be implemented to respond to the emotional challenges identified with patients.

    • Digital customer experience: rethinking a more digital sales approach in the field of oncology

      We assisted a leading pharmaceutical company in redesigning its sales approach to prescribers to make it more digital. The Covid-19 crisis having strongly impacted the usual interactions of the sales force with doctors, our client wanted to rethink its entire go-to-market approach on the ‘customer experience’ part to develop a new approach, entirely digital, and different from the competition.

      By identifying trends and benchmarking non-pharmaceutical players in their digital sales approach, and by analyzing the receptivity of doctors to the pre-identified ideas, we helped our client’s sales and marketing teams to define their new ‘customer experience’, from the inspiration phase to the implementation of the new practices within the field team.

    • Supporting a pharmaceutical company in optimizing the care pathway for patients with chronic diseases in a dozen French regions

      Noting numerous local problems in the patient care pathway (abnormally long diagnosis time, problems with referrals between caregivers, poor legibility of the pathway, etc.), a leading pharmaceutical company called on our team to optimize the care pathway of patients with chronic diseases and facilitate their global management at the local level in a dozen regions in France.

      Following our PEPS methodology (Patient Pathway Efficiency Program), the first step of our project consisted in selecting pilot centers and training multidisciplinary teams within these centers. Our team then conducted a diagnosis of the care chain by discussing with all key stakeholders involved in the patient pathway, and then co-defined with the pilot teams of each center an ideal operating target to be reached and an associated improvement action plan.

      Finally, we supported the center teams in the definition of key performance indicators (KPIs) and in implementing the co-defined actions through to the analysis of the impacts of these actions, in order to finally implement the most value-creating actions at the regional level.

    • Deciphering the patient pathway of persons with type 2 diabetes in Germany

      For a medical device player wishing to enter the type 2 diabetes market in Germany, Alcimed analyzed the key stages of the patient pathway, from diagnosis to therapeutic follow-up, the stakeholders involved and the main barriers and uncovered patient needs.

      As a result, we were able to identify that our client’s product in its current version did not meet market expectations, and recommended to our client the target characteristics that were essential, and those that were less of a priority, to successfully enter the German market.

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