Beyond the Buzzword A 3D Model for Co-Creation in the Future of Pharma

Co-creation is no longer a buzzword in the pharmaceutical industry—it is an emerging strategic necessity. As expectations shift toward meaningful involvement, pharma companies must evolve from isolated touchpoints to intentional, patient-led design. This whitepaper introduces a practical framework for achieving exactly that. We propose a 3-dimensional co-creation model that enables pharma organizations to diagnose, design, and develop co-creation initiatives based on: Customer Experience – how deeply patients, health professionals, etc feel supported, engaged, and empowered Maturity – how structurally co-creation is embedded in teams, tools, and governance Application Level – where co-creation happens, from tools and services to system-wide partnerships Each of these dimensions is detailed with five progressive stages, offering clarity on what good looks like. By combining them, teams gain a 360° view of their co-creation efforts—identifying blind spots, opportunities, and paths to scale. The framework is supported by: Real-world pharma examples across multiple companies and therapy areas Interview and survey instruments to assess current practices A 3D mapping tool to visualize gaps and progress Guidance on embedding co-creation across Medical, Marketing, Market Access, Key Account Management, and Compliance functions This whitepaper is intended for cross-functional teams seeking to align, scale, and govern co-creation efforts more effectively. Whether your organization is just beginning or looking to evolve existing programs, this model provides the shared language, actionable structure, and strategic direction to turn co-creation from a pilot into a platform. Key takeaway: "If you want to co-create with purpose, you must first understand where you are. Then, you can design where you need to go—together." Start with insights. End with transformation.