Pharma and Healthcare

Design and deliver better HCP and patient experiences to drive loyalty, trust and success in Pharma

Book a Demo

Try Now

Align your Healthcare and Pharma strategy with your CX program

Start quicker with healthcare journey map templates

Understand patient needs with Persona templates and AI

Visualize the full healthcare value chain, from research to patient with Journey Hierarchies

Turn journey insight into provider and patient impact with Solutions and Opportunities

Design better healthcare products and services with Service Blueprint

Pharma and Healthcare experience management

In Pharma and Healthcare, every journey matters, from the product and service design of treatments, to payers and regulators looking for effective solutions, to a healthcare provider (HCP) prescribing and delivering care, to the patients depending on it.

By gaining deeper insight into what patients and healthcare professionals need, Pharma can design better products and treatments, deliver them more effectively and provide support where it's needed. Simply put, with the shift from a product-centric to a patient-centric approach, Pharmaceutical manufacturing companies need full visibility of the patient experience.

When every part of the healthcare value chain is understood and improved, health outcomes get better and so do experiences for everyone involved.

For pharmaceutical companies and healthcare providers, Cemantica, a centralized Pharma to patient Journey Management software platform supported by CX Consulting, helps optimize each Pharma Customer Experience by connecting the journeys, mapping each touchpoint, uncovering pain points and bringing stakeholders together to execute solutions for continuous improvement.

Experience Framework

Journey Management

Customer Journey Management in the Pharmaceuticals industry

Inteleos

My primary responsibility is experience management with a focus on working cross-collaboratively to create personas and journey maps and identify opportunities. We brought in Cemantica and I was finally able to visualize the purpose behind creating maps. It’s user friendly and intuitive with the ability to create engaging content. Alex AI makes creation quick with minimal finessing, allowing for more robust depictions. I can focus on the details rather than starting with a blank canvas.

Jessica Herchenroeder, Director of Customer Insights

Mapping the experience in healthcare and Pharma journeys

In Pharma CX, whether you're a pharmaceutical company, healthcare provider, payer, or institution, understanding the full scope of the healthcare journey - from awareness to advocacy - helps align strategies, improve outcomes and build lasting trust.

Pharma companies can map journeys for various personas - patients, healthcare professionals and caregivers - across therapeutic areas. Typical touchpoints include awareness (disease education, regulatory awareness or treatment discovery), consideration (clinical trial exploration or product research), decision (treatment selection), onboarding (prescription initiation and support), ongoing engagement (monitoring, adherence, digital therapeutics) and finally loyalty and advocacy (positive outcomes leading to long-term use or recommendations).

Healthcare institutions and providers benefit from mapping patient journeys across all touchpoints - appointments, diagnoses, treatments, follow-ups and patient communication. For payers and health insurers, journey mapping can spotlight friction in coverage, reimbursement and care coordination.

How to create a patient journey map or for a prescriber easily?

With Cemantica, creating and managing each healthcare journey map is simple and intuitive. Our ready-to-use sample templates - a Patient Journey Map and a Healthcare Provider Journey Map, offer a solid foundation, highlighting key stages tailored to each customer journey. Easily customize each healthcare customer journey map with your own data and insights and even use AI to enrich your maps by identifying pain points, uncovering Opportunities and suggesting actionable solutions. You can ask Alex our AI assistant to instantly generate a complete journey map from a prompt.

Each sample journey map includes an attached Persona template, pre-filled with data to get you started.

Journey Mapping How to Build a Journey Map with AI Video

Connected HCP and patient journey management

Patient-oriented teams throughout the Pharma industry must manage every journey from a centralized view, tracking transitions between providers, payers and support programs.

By aligning perspectives, provider and patient, payer and Pharma etc., CX in Pharma organizations unlock deeper insights, coordinate more effectively and ultimately build a seamless patient experience management program.

Cemantica makes it easy to create and manage a Journey Atlas - an organized inventory of all your customer journeys. This helps you visualize, prioritize, and connect journeys across your organization. By building a journey portfolio in Cemantica, you can spot common themes, create B2B2C journeys, align efforts across teams and get a clear, strategic view of the overall Customer Experience.

Download the Journey Portfolio Management Methodology Guide for more best practice.

Journey Portfolio Management Video

Design human-centered healthcare journeys with smart persona tools

Using Personas prompts essential questions to guide deeper understanding: For patient personas, what level of healthcare knowledge does the patient or their caregiver have? How supported are they by family or community? What are their cultural beliefs, fears, or expectations? Similarly, for HCP personas, criteria might include medical specialty, decision-making influence, familiarity with digital tools and treatment preferences.

The more you know about the people involved in the journey, whether patients or healthcare professionals, the better you can design treatments that meet their needs.

Cemantica simplifies the process of healthcare journey mapping with prefilled templates for both patient persona and an HCP persona (prescriber), each linked to their respective journey map templates.

These persona templates can be easily customized using your own data, with drag-and-drop sections and Alex AI to edit, enhance, or even generate new templates from scratch. The platform’s Persona feature allows you to capture critical insights, such as goals, patient needs, motivations and frustrations - so you can build more empathetic and effective patient experiences.

This information can be directly applied to shape and optimize journey maps, communication strategies and engagement plans that help customers feel understood, valued and supported.

More about Personas Personas with AI Video

Prioritize what matters most - integrate data to drive CX improvements in healthcare journeys

With data-driven journey mapping in healthcare, teams can prioritize which Solutions and Opportunities are more important for both the customer and the business. Cemantica has over 70 connectors to help you bring your data into your customer journeys.

Connectors Brochure

For Pharma manufacturing, integrating Voice of the Customer (VoC) data into journey maps is essential for understanding the needs and expectations of your key stakeholders (e.g. healthcare institutions, payers, and healthcare professionals). Teams can pinpoint where trust breaks down or decisions stall, such as a payer’s frustration with complex value dossiers or an HCP’s confusion over clinical support tools.

This data can come from a variety of sources, including advisory boards, HCP surveys, CRM system interactions, Pharma market research, call center transcripts and digital engagement analytics. For example, insights from HCP feedback on treatment education materials or payer objections to reimbursement models can be layered onto journey maps to highlight emotional friction points or service gaps.

VoC Integrations Brochure

Patient journey mapping tools enriched with VoC data help capture not just actions but emotional responses like anxiety, confusion or relief. This enriched view with patient journey insights supports more effective patient lifecycle management by guiding where to simplify processes, improve empathy in communication, or close information gaps, ultimately delivering a more human and responsive care experience.

For healthcare providers, VoC data may include patient satisfaction surveys (e.g., HCAHPS), online reviews, complaints and compliments, social listening data and qualitative interviews or focus groups. Additionally, operational data such as appointment wait times, discharge follow-ups, or portal usage can offer valuable context. For instance, a series of low ratings tied to post-surgical communication or negative sentiment from patients navigating insurance pre-authorizations could reveal critical moments of dissatisfaction.

Data-driven Journeys

Journey Analytics & ROI Journey Implementation

Mapping for smarter healthcare products and services

Service Blueprint mapping is a powerful tool that helps both pharmaceutical companies and healthcare providers design better healthcare services and products by aligning internal systems and processes with customer needs and expectations.

For Pharma companies, a Service Blueprint helps visualize how internal teams, such as medical affairs, market access and commercial operations - interact behind the scenes to deliver a seamless experience to HCPs, payers and healthcare institutions.

For healthcare providers, Service Design Blueprints allow a patient experience manager to identify how frontstage and backstage actions, such as scheduling, billing, clinical workflows and digital touchpoints - affect the patient journey.
By mapping these interactions, organizations looking to improve customer experience management in healthcare can break down silos, improve cross-functional collaboration and ensure that every internal action contributes directly to a more efficient, empathetic and patient-centered experience.

Service Design Product Management