An interactive digital journey map of immuno-oncology therapy that became BMS's centralized source of knowledge organization-wide and shaped its go-to-market strategy.
As Bristol Myers Squibb (BMS) shifted toward immuno-oncology (I-O) — combination therapies that harness the body’s immune system to fight cancer. THRIVE was engaged to understand the multi-stakeholder workflows, pain points, and needs across the entire I-O drug journey from drug receipt, storage, and preparation to administration and disposal to redefine the provider experience.
Interviews with pharmacists, infusion nurses, and pharmacy directors illuminated friction points across drug stability and waste, packaging and storage, access to information, and therapy administration. We translated these tensions into a comprehensive I-O drug journey map, then defined strategic opportunities for new value creation—from improved packaging and assured drug quality to safer, streamlined workflows and stronger patient support—each with clear development directives.
To activate the insights, we built an interactive digital I-O Drug Journey Map — a centralized source of truth that spread foundational knowledge across the organization and advanced BMS’s go-to-market strategy. More than a repository, the tool gave BMS a scalable way to build empathy and align business functions around evidence-based needs and the moments that matter most.
