In the elective subject "Design Thinking", 20 Bachelor students worked in an interdisciplinary team to develop innovative solutions for possible future digital customer relationships with the company's stakeholders, which are made up of pharmacies, hospitals and doctors' surgeries. Teva, including the well-known ratiopharm brand, is one of the world's top ten pharmaceutical manufacturers. The personal and trusting customer relationship between the sales team and the medical professionals plays a central role, but requires a considerable amount of time from the sales staff in customer care.
The difficulty lay in striking a balance between personal interaction and the potential of modern digital technologies, which offer opportunities to expand and sustainably improve this customer relationship.
From theory to practice
"The interface between medicine and technology is crucial for the future of the pharmaceutical industry. This project allows our students not only to apply theoretical knowledge, but also to develop real solutions for one of the leading companies in this industry," explains Prof. Dr. Jens Kolb, who is supervising the project.
The results of the design thinking project include creative solutions based on a corporate metaverse, an integrative customer app and a smart speaker and promise important insights for Teva in shaping an efficient, innovative and customer-oriented digital future.
Christopher Wilutzki, Assoc. Director Channel Management at Teva adds: "I was particularly impressed by the working atmosphere and the high level of commitment of all students, who, in addition to the method, had to understand both the Teva structure, the target groups and our contribution to the healthcare system in order to get into the exciting process of brainstorming. The results are ambitious and have potential."
HNU and Teva are taking an important next step in their strategic partnership with this type of joint project.
