The Challenge
Health Market Science (HMS) maintained the most accurate, continuously updated masterfile of U.S. healthcare providers – an asset critical to life sciences organizations navigating pharmacy, compliance, medical devices, and pharmaceutical sales. While the data was powerful, sales teams lacked a way to translate it into actionable insights. Without clear visibility into provider networks, opportunities for lead generation, solution selling, and strategic account growth were being missed.
My Role
As lead UX designer on HMS’s Innovation Team, I was responsible for translating the business value of provider data into a product experience that empowered sales organizations. The initiative began as a proof-of-concept which led to a $7M contract. This work successfully demonstrated the potential of a scalable framework that could be customized for various client needs. My role spanned early concept design, executive presentations, and ultimately guiding the design direction of the broader MDM Framework product.
The Approach
- Strategic framing – Positioned the framework not just as a sales tool, but as a way for life sciences companies to unlock the strategic value of HMS’s provider data.
- Experience design – Used cutting edge data-viz frameworks to create visualizations of healthcare provider influence networks. This made complex MD-practice-health system relationships clear, enabling sales teams to identify opportunities and plan targeted outreach.
- Stakeholder alignment – Partnered with business development, engineering, and product leaders to ensure the framework could flex across multiple industry verticals while staying rooted in HMS’s core data asset.
- Proof of value – Crafted design artifacts and prototypes that communicated business outcomes to executives and clients, helping secure buy-in for the expanded framework.
The Outcome
The MDM Framework became a cornerstone offering that allowed HMS to demonstrate the full value of its provider data to sales organizations. HMS’s strengthened position in the market was soon validated through its acquisition by LexisNexis Risk Management. More importantly, the project demonstrated how design could transform raw data into a strategic asset, creating new pathways for sales enablement and revenue growth.
Screenshots
A healthcare practitioner’s profile, showing the most accurate distillation of various sources of data in one view
Profile showing the network of influence with other healthcare practitioners
The various sources that create the amalgamated view
