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Experience Mapping

/ Bristol-Myers Squibb


Bristol-Myers Squibb (BMS) is a global biopharmaceutical company whose mission is to discover, develop and deliver innovative medicines that help patients prevail over serious diseases.

Their pharmaceuticals address such therapeutic areas as cancer, HIV/AIDS, cardiovascular disease, diabetes, hepatitis, rheumatoid arthritis, and psychiatric disorders.

/ Business Problem

BMS were running an annual medical oncology conference, but were unsure of how useful it would be for their attendees, or how successfully it would achieve their business goals. They engaged DIJGTAL to measure the customer experience of their event, and identify how they could improve.

/ Approach

We observed and interviewed medical oncologists before, during and after the event, focusing on what they were doing, thinking and saying at each point in the process. We then synthesised our data and plotted patterns and fluctuations on an experience map.

/ Outcome

Our experience map continues to live on the wall in the BMS office, as a three-metre-wide reminder of what went well, what could be improved, and what should be done differently next time.

While many of our recommendations were detailed experience improvements, perhaps the most significant was at a strategic level. Through this research, we discovered that BMS’s business objectives were actually based on incorrect assumptions, meaning they were running the wrong event for the wrong reasons. As part of our report, we suggested a revised event planning approach to ensure greater strategic alignment in future.