FromCustomer information is scattered across systems and reports focus on brand performance.
ToA shared view of your customers
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We are Fractal Force
Architects of Customer-First Foundations
We are HCP engagement architects, helping life sciences companies achieve customer-centricity by rebuilding foundations from brand-centric to customer-first. Rather than layer technology onto broken systems, we fix the underlying architecture first, ensuring your AI, omnichannel, CX, and other digital investments truly deliver ROI.
Companies we’ve worked with
Why investments underperform
Get more from your customer engagement investments
Life sciences companies invested billions in digital transformation, and the return remains hard to find. Why? Because they're built on outdated foundations designed for a different time, optimised to broadcast brand messages rather than sense and respond to customer needs. And the problem is compounding: everything new that gets added, AI above all, is an amplifier. On customer-first foundations, it multiplies value. On brand-centric foundations, it repeats the old mistakes faster and at a bigger scale.
Explore the five foundationsFrom broadcasting brand messages to sensing and responding to customer needs
How we help
The five foundations of customer-first engagement
A successful rebuild requires an integrated approach across five interconnected foundations that sit at the core of HCP engagement
FromPrescribing potential alone tells you too little about how to engage an HCP.
ToSegments based on needs, potential and behaviour
FromEngagement plans follow the brand calendar even when HCP needs change.
ToJourneys that respond to HCP needs
FromTeams can report what they did, but struggle to show what changed.
ToKPIs that connect engagement with outcomes
FromAnnual planning and unclear ownership make it difficult to respond between campaigns.
ToClear responsibilities and planning that can adapt
In practice / Engagement journeys
Four journeys.
A faster route to market.
Affiliate teams needed journeys they could actually use. We connected process, data, technology and content in four practical journeys, with blueprints for implementation.
What changed
- 16 → 10
- Weeks to market
- 30%
- Growth in consent
Results reported for this engagement. The client is anonymised.
Free Macro Audit
Start with the free Foundations Macro Audit
A short assessment of your five foundations, with scores, recommendations and a discussion of what to tackle first. It starts with interviews across your team.
- 01
Agree the scope
A 30-minute call to discuss your priorities and agree who takes part.
- 02
Interview your team
Three to five one-hour conversations across commercial, medical, digital and data functions.
- 03
Assess the foundations
We score each foundation, compare it with the practices we see in the market and identify what to improve.
- 04
Review the findings
Two weeks after the last interview, we share the report and spend an hour discussing the findings with you.
Fractal Force / Assessment01 / 05
Foundations Macro Audit
From assessment to action
Map the five foundations
Understand the gaps
Set the priorities
Data and analytics2/5
Segmentation3/5
Engagement journeys2/5
Measurement frameworks1/5
Operating models3/5
Scores → priorities → a practical next step
Illustrative scores only. The report also explains the comparison and recommends immediate improvements and longer-term work.
How we work
One team, built around your challenge
We appoint a project leader and bring together senior specialists and technology partners around the work. The team is chosen for your challenge and works alongside your people.
Senior specialists across our global network
01 / Strategy
A clear direction and an agreed plan
02 / Execution
Changes embedded in day-to-day work
03 / Products
The capability stays with your team
Our technology partners
The people behind Fractal Force
Meet the co-founders
Pieter and Mark bring together the people, methods and partnerships behind Fractal Force.
Co-founder, Belgium
Pieter Vanderbeeken
Pieter works with life sciences teams on customer experience, commercial excellence, segmentation and omnichannel. He previously built and led the Asia-Pacific business of Across Health and Precision AQ. At Fractal Force, he leads delivery and business development.
Pieter on LinkedIn
Co-founder, United Kingdom
Mark Watson
Mark has worked in healthcare since 2012. He was EMEA omnichannel manager at Janssen and head of strategy at Across Health and Precision AQ. At Fractal Force, he leads client relationships and develops the methods used in our engagements.
Mark on LinkedInLatest insights
Our views on HCP engagement
White paper / Launch
The Launch Decision Architecture
How decisions before launch shape commercial performance. The paper examines launch planning and includes the Launch Reality Report and its supporting dataset.
Explore the whitepaper
Article / HCP engagement
The opt-in delusion: why being allowed to speak isn't the same as being heard
An opt-in records permission to contact an HCP. This article explores what makes that contact relevant and welcome.
Read the article
Article / HCP engagement
The doorman fallacy in life sciences
What a rep contributes beyond delivering messages, and what can be lost when that role is replaced by a digital channel. Drawing on Rory Sutherland's doorman analogy.
Read the article
The Fractal Force Frequency
A monthly view on HCP engagement
Articles, observations from client work, industry perspectives and practical questions for life sciences commercial and medical leaders.
A conversation is a good place to start
Talk through your customer engagement challenge
Book 30 minutes with us to discuss what to change and where to start.