Challenge
Taking healthcare beyond the treatment.
Modern healthcare is changing. It's no longer just about delivering effective treatments, at high speed or in large quantities. Succes in this new era is having the ability to offer end-to-end experiences that matter just as much as the medicine itself.
Turning high-volume care into high value successfully required a patient-centric approach, digging deep into what the desired experience should actually look like. Together, Amgen and Made set out to explore what it truly means to deliver patient value beyond pharmaceutical innovation.
Impact
coCare: a value-first business unit
In close collaboration with Amgen, we built the foundation for a new Value Solutions business unit: coCARE. Together, we defined the strategic pillars, provided the roadmap for future growth, sharpened its vision and mission, and created a brand identity (name, logo, style guide, ...) to bring the unit to life fast and with purpose.
Since then, the new coCARE unit sits at the heart of Amgen’s shift toward value-first thinking. With a validated approach and a growing backlog of opportunities, Amgen is well-positioned to build lasting impact across multiple therapy areas.
Approach
End-to-end strategic planning.
Our work with Amgen is a clear example of end-to-end strategic planning in action.
We combined in-depth market research, competitive benchmarking, and patient co-design and validation to shape a solid foundation for the nes business model.
We brought industry and medical experts together into co-creation sessions to spark fresh strategies and concepts. From there, we prioritized opportunity areas and built a KPI-driven three-year roadmap for the new Value Innovation business unit.
The result? A clear, visual strategic guide that doesn’t just sit on a shelf. It lives on as Amgen’s internal compass for the journey ahead.
