Thermo Fisher Scientific
Understanding the Room
Overview
Thermo Fisher Scientific Allergy & Autoimmune provides allergy testing solutions to healthcare professionals—but to equip their sales team more effectively, they first needed a clearer picture of who they were selling to. The goal of this engagement was to gain deeper insight into the sales process: identifying key professional profiles, understanding their roles, and mapping the real interactions happening between those profiles and sales representatives.
The output would directly inform sales materials, platform improvements, and training programs, giving reps the context and tools to have more tailored, effective conversations in the field.
Our Process
The first step was a facilitated workshop with key stakeholders, designed to surface knowledge, align perspectives, and capture insights that lived inside the organization but hadn't yet been formalized. Everything was documented in real time on a Miro board, creating a shared, searchable foundation we could build from.
From there, we synthesized the workshop output alongside independent research to develop detailed profiles for each key professional role. These weren't surface-level personas—they captured responsibilities, motivations, pain points, and communication preferences, giving the sales team a nuanced understanding of who they were engaging and why it mattered.
With the profiles in place, we developed journey maps for each role, tracing the path from initial contact through the sales process. The maps revealed where friction lived, where engagement dropped, and where there were meaningful opportunities to improve the experience on both sides of the conversation.
Conclusion
Understanding your audience isn't just a research exercise—it's a strategic foundation. For Thermo Fisher Scientific, that foundation had been built largely on instinct and experience. This engagement gave it structure.
By translating stakeholder knowledge and independent research into clear profiles and journey maps, we helped the team move from assumption to insight, equipping their reps with a sharper, more empathetic lens for every conversation. The work didn't just improve materials and training programs. It changed how the team understood the people they were trying to reach.
This work was conducted in partnership with Urban Emu.
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