From Model to Meaning

When an integrated biomarker and pharmacology unit launched its new Target Operating Model, clarity left the building. People couldn’t see themselves in the reshaped org—especially with clinical standards still front and centre. So we cracked it open. Ran design thinking sessions with folks across ops, science, and bioanalytics. Mapped roles, built personas, made it real. Then we wrapped it in a digital layer—a microsite, a playbook, and a clear voice. Tools that actually help people find their feet, with capabilities outlined from day one. The fog lifted. People saw where they fit. Change made human.