Challenge
HCPs and KOLs often encounter a fragmented and frustrating experience: they are repeatedly asked to re-enter their information, face challenges managing expenses and documents, and must navigate communications scattered across multiple channels. These pain points lead to:
1. Missed opportunities for collaboration.
2. Weak relationship management and limited transparency across Global Medical Affairs lines of business.
3. Poor data quality and privacy management for these high-priority partners, introducing potential GDPR and compliance risks.
Our goal was to establish preferred partnerships with high priority KOLs and HCPs through fostering scientific exchange and trust.
Novo Nordisk
kimmmko@icloud.com
kimko
A single partner platform answers rapid pipeline growth and expansion into new therapy areas, while also strengthening engagement with HCPs and KOLs.
Discovery
To guide my research, I focused on three key questions: What does the current engagement process look like? What are the root causes of user pain points? And how do the various systems and services interact today?
I started by reviewing existing research and materials from multiple domains. This desk research included benchmarking how others address similar challenges. From these insights, I mapped out initial assumptions and established a reference group.
I conducted five in-depth interviews, complemented by several follow-up conversations. Three participants were front-stage users interacting directly with the platform, while two represented back-stage roles supporting the service. I also held regular stakeholder meetings to ensure alignment on strategy and product vision throughout the discovery phase.
Opaque Financial Processes
Complicated expense submission and payment tracking systems lead to administrative bottlenecks, frustrating partners and delaying reimbursements.
3
Decentralised Information Access
Critical documents and engagement details remain siloed across multiple platforms, forcing partners to hunt for information, delaying collaboration and decision-making.
2
1
Fragmented Data Management
HCPs/KOLs face redundant data entry for every engagement due to Novo Nordisk’s lack of a centralised profile system. This inconsistency creates compliance risks and erodes trust in the partnership.
"Everytime there's a contract, I need to put in all my information again and again. Last week, I was asked for the exact same information I uploaded two weeks ago. Why don't you just ask your colleagues?"
My research revealed three systemic friction points undermining both partner experience and operational efficiency. These insights highlighted an urgent need to unify workflows, empower data management capabilities, and rebuild transparency across the engagement lifecycle.
What I learned
"I want to know where is the agenda? What time? Where am I supposed to be picked up in the airport? This is something that you need on the run, so I want to access all of this on my mobile phone."
"I spoke with one of our KOLs two weeks ago. He came up to me and said - I'am sorry for bothering you with the e-mail about that 60 euros invoice for the taxi. But I still haven't received my money. It is extremely harmful for us not paying on time and having key KOLs needing to reach out to me over us not paying 60 euros expense."
Becoming the preferred partner of HCP/KOLs while meeting increasing demand
Findings
After synthesizing the interview insights and desk research, I documented the key findings in Miro and collaborated with stakeholders to align these insights with our strategic priorities. I visualised both the current ('as-is') and future ('to-be') engagement processes and mapped the data ecosystem to clarify information flows.
To gain a holistic, systems-level understanding, I developed a service blueprint that illustrated how different user types, systems, touchpoints, and user journeys interact. Throughout this phase, I facilitated multiple workshops with stakeholders from different domains, continuously refining and iterating our approach based on their feedback.
Provide HCP/KOLs the opportunity to update and manage their data and information they provide to Novo Nordisk
A single place of all engagement information including handling expenses, contract and documents with at a glance view, even on-the-go
Improve data access, reduce number of duplicate data records and manual handling time, while increasing HCP/KOLs engagement satisfaction
A dedicated external web portal for HCPs/KOLs could streamline profile management, engagement tracking, and document sharing, creating a centralized hub for collaboration. By empowering partners with self-service capabilities, such as updating their information, accessing engagement histories, and submitting expenses, this solution directly addresses fragmented workflows while reducing administrative overhead for internal teams.
The portal’s unified interface would improve data accuracy, ensure GDPR compliance through controlled access, and strengthen transparency in partner relationships. By aligning stakeholder priorities with user needs, this platform positions Novo Nordisk as a trusted partner in fostering seamless scientific exchange.
Opportunity