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Pharmaceutical

Developing a future-proof global web strategy for a leading specialty pharmaceutical company

    Digital Experience Strategy Strategic Workshop Design Systems

Our client, a specialty pharmaceutical company, was struggling with limited digital presence across key regions, and fragmentation within the digital landscape that was in place. With each market and brand managing their own websites, user experiences were inconsistent, difficult to scale and costly to maintain — a particular challenge as a smaller organisation. Although they had a strong grasp of HCP needs, their existing assets and processes made it difficult to deliver meaningful digital experiences.

We partnered with them to define a unified global web strategy that would align global and local teams, give all brands a stronger and more consistent digital presence, and establish the foundation for a scalable and efficient platform. Through structured workshops with global and market stakeholders, we explored the current landscape, user needs, and internal challenges before shaping a new operating model and governance approach. This resulted in a strategy for a consolidated global portal bringing HCP, patient, and disease awareness content together into a single ecosystem, supported by recommendations for a flexible design system.

The outcome was a clear and actionable roadmap for digital transformation. The proposed approach enables stronger collaboration between global and local teams, increases content visibility and discoverability, and supports a more efficient way of managing and improving digital assets. Our client described the work as a turning point, restoring confidence in their digital direction and providing a blueprint for future success.

Outcomes

  • Defined a clear, scalable global web strategy aligned across markets and brands

  • Introduced a unified operating model and governance framework

  • Delivered a future-ready portal concept

  • Strengthened collaboration and alignment between global and local digital teams

A fragmented digital ecosystem was holding our client back

Our client’s digital presence was limited and inconsistent, with a small number of market sites developed independently and taking different approaches. This created a disjointed experience — duplicated effort, inconsistent branding, and limited scalability for a team already balancing competing priorities.

Even with strong insight into user needs, there wasn’t a clear way to act on those insights or build a sustainable approach to digital across markets. We were brought in to define a unified web strategy that could align teams, support better prioritisation, and give them a scalable model they could realistically maintain as the organisation grows.

Bringing global and local teams together to shape the solution

To shape the future digital vision collaboratively around the unique needs of the business, whilst building alignment across build alignment across teams, we ran two collaborative workshop phases.

  • A full-day, in-person session with global stakeholders explored the current state, market approaches and future models for governance, ownership, and scalability.
  • A follow-up virtual workshop with stakeholders from six key markets tested these ideas, identified local priorities, and refined the proposed approach.

The result was a shared vision — shaped by both global leadership and local expertise.

“Clear strategy has been lacking for a long time at [our organisation], and it finally feels like people that know what they are doing are leading it, congrats.”
Global Brand Lead, Specialty Pharma Organisation

A single, scalable model to unify the experience

Our proposed model brought HCP, patient, and disease awareness content together within one global portal. This approach gives our client a consistent user experience, stronger governance, and a more efficient way to scale. It also lays the groundwork for continuous optimisation driven by insight and data.

  • Consolidates fragmented sites into a single ecosystem
  • Strengthens brand and user experience consistency
  • Simplifies governance and content management across markets

Collaborating with trusted partners to deliver seamlessly

For this project, we partnered with our friends at Digitalya to validate and shape the technical implementation approach. Working together from the outset meant we could balance strategic ambition with delivery practicality, ensuring the proposed solution was both achievable and scalable.

At Graphite, we collaborate with a trusted network of specialist partners for areas that sit beyond our core expertise — from development and data to SEO and content — to deliver joined-up solutions. This partnership approach gives clients a seamless experience with one aligned team, while accessing the depth of expertise needed across every discipline.

Looking to unify your digital ecosystem?

Whether you’re facing similar challenges with fragmented platforms, misaligned teams, or a lack of digital direction, we can help. Our collaborative, human-centred approach brings together strategy, design, and technology to create scalable digital experiences that deliver measurable impact.

Get in touch to start the conversation about shaping your future web strategy.

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