Abbott Healthcare was finding resistance to adoption of new Heart Failure therapies, and partnered with Salesforce to understand both what messages would land and how best to deliver them.
I led a multi-disciplinary team through clinician research, journey mapping, persona and vision development to define the right message — and the right approach — for moving clinicians from awareness to adoption.
We spoke with 24 HCPs in 1-hour qualitative interviews to understand how they become aware of new therapies, how they use CardioMEMS & LVAD, their behaviors and attitudes about when and why they adopt therapies or refer patients, and their relationships with other physicians.
We also spoke with 23 internal stakeholders across Marketing, Sales, Innovation, and the Chief Medical Officer's team.
After research synthesis, we ran two three-hour Miro workshops with 24 cross-disciplinary participants to deliver insights and develop the patient journey together.
In the first workshop, participants split into two groups to dive deep into the awareness & adoption journey and develop ideas for reaching clinicians. They also drafted tweets based on the messaging insights, as inspiration.
In the second workshop, a smaller group of leaders walked each messaging recommendation onto a prioritization 2×2.
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Mapped end-to-end so every Abbott team could see where their work fit — and where to invest next.
Each message paired with the persona it would resonate with most, so creative briefs could ground in real people.
Showed how customer experience could be lifted by leaning into Marketing Cloud and Data Cloud capabilities.
Identified which channels could improve lead scoring and feed cleaner data back into the system.
Broken down by marketing phase, with a defined message for every pain point and the most effective channel paired to it.
Baseline capabilities to deliver marketing journeys, a phased technical and strategic plan, plus a detailed list of journeys, forms, and data needed to implement — alongside educational resources to start the team on their own Marketing Cloud journey.
We delivered a three-phase marketing message and implementation plan on Marketing Cloud that the Abbott team could put to work immediately as the foundation of their marketing roadmap.
This approach to marketing strategy was the first of its kind within Salesforce's Experience Design team, and was used as the template for work delivered by the newly formed Marketing Strategy team.