JANSSEN — DARZALEX MODULAR VALUE PROPOSITION

HEALTHCARE PROVIDER SALESFORCE IN ONCOLOGY

This project focused on transforming the Darzalex value proposition into a modular, scalable engagement platform designed to support oncology-focused healthcare provider sales teams across payer, hospital system, and community practice conversations. I joined the initiative through McCann Health Managed Markets, from FCB Health NY, as part of the IPG Health Network, to provide subject-matter expertise and UX/AI strategy related to Veeva functionality, platform capabilities, modular content structure, and optimized content flows for MLR approvals and field team engagement meetings. By combining strategic content architecture, modular storytelling, and Veeva-enabled delivery, the initiative improved usability, personalization, and adoption while enabling more effective communication of complex clinical and economic value narratives.

  • The previous Darzalex value proposition was highly rigid, overloaded with information, and difficult to tailor for different healthcare stakeholders and oncology decision-makers. Sales teams struggled to efficiently navigate content, customize presentations for varying payer and provider priorities, and maintain consistency across evolving clinical and market access conversations.

  • The team developed a modular value proposition framework built around adaptable micro-stories, structured content architecture, and flexible navigation patterns that allowed account teams to personalize discussions based on stakeholder needs. My role focused on serving as the Veeva subject matter expert, guiding the team on platform capabilities, limitations, content structuring requirements, taxonomy considerations, and documentation standards necessary to support scalable modular delivery within the Veeva ecosystem.

  • The project included content audits, stakeholder workshops, research synthesis, modular narrative development, and the creation of a scalable presentation system optimized for oncology healthcare provider engagement. I helped define how content needed to be structured, organized, tagged, and documented to support seamless navigation, cross-platform compatibility, analytics tracking, and long-term maintainability, while ensuring the system aligned with Veeva functionality and the operational needs of field teams in regulated pharmaceutical environments.

    AWARD - MM&M GOLD 2025