🏥 Healthcare · 💡 Business Strategy
BD GROWTH STRATEGY
TL;DR | Fortified BD’s discovery phase with design-based research and synthesis, focusing on both BD’s client archetypes and internal user (BD’s sales team).
Duration
Team
Tools
3 months
3 MBA Students (Gabriela B., Lydia H., Gisel P.)
User Archetypes, Miro, PowerPoint
The Project
Becton Dickinson (BD) needed to determine which segment within their new and existing pharma clientele would be best to target for their newly developed med-tech services. My team of 1st-year MBA students and I partnered with BD’s sales team to research and validate BD’s initial proposals via design-driven user synthesis. I was responsible for leading our team’s efforts with design methodologies, from user-centered interviews framework to research synthesis to designing our final poster detailing our work.
My Role
Internal stakeholder interviews
External SME interviews
Facilitator and synthesis, research insights
User archetypes
Final project poster design
Outcomes & Impact
Helped effectively validate BD’s decision on new market entry with hard-to-get insights
Expose BD to design-driven synthesis frameworks