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Roche, CXC (Customer Experience Centres across India)
Roche Pharma India partnered with Pro Digital to conceptualize and roll out a groundbreaking series of Customer Experience Centres (CXC) across nine major cities—Chennai, Ahmedabad, Kolkata, Bangalore, Kochi, Delhi, Hyderabad, and Mumbai. These immersive spaces redefine healthcare engagement by combining storytelling with cutting-edge immersive technologies and voice-controlled interactivity—enabling clinicians, researchers, and academic partners to visualize complex medical data and co-create patient-centric solutions.
The Challenge
Roche, a pioneer in pharmaceutical innovation, sought to bridge the divide between complex biomedical science and practical clinical understanding. Their vision was to create next-generation customer experience spaces that could dynamically illustrate disease pathways, showcase drug mechanisms, and foster collaboration with healthcare professionals and academia. The challenge lay in designing a consistent, immersive, and modular platform deployable across nine geographically distinct locations in India—each with its own spatial, infrastructural, and user engagement nuances. Roche needed a partner capable of not just integrating technology, but engineering experiences with precision, scalability, and scientific integrity.
Our Solution
Pro Digital was engaged as the lead techno-architectural partner to turn Roche’s ambitious vision into a tangible, impactful reality. We began with deep consulting engagements, mapping user journeys and identifying key interaction nodes. Using our proprietary process of spatial planning, narrative design, and system orchestration, we engineered Roche’s flagship Experience Centre in Chennai as the model blueprint. This was followed by a carefully coordinated national rollout across eight additional locations.
Our solution fused immersive design with intelligent systems—deploying a voice-navigated Data Wall, real-time disease visualizations, interactive storytelling, and immersive engagement zones. Each centre was crafted to reflect Roche’s global ethos while resonating with local stakeholders, ensuring a unified yet regionally adaptable experience.
Our Scope Included
Pro Digital delivered comprehensive Techno-Architectural Design Consulting, mapping spatial flow and curating interactive engagement zones aligned with Roche’s vision. We developed a custom voice-controlled application tailored for a dynamic Data Wall, enabling intuitive storytelling and real-time navigation. Our team executed end-to-end AV and IT system integration, incorporating immersive screens, high-performance content servers, and robust control processors. A custom-engineered Data Wall was deployed with hardwired inputs and touch-back capabilities—designed for internal presentations and interactive disease storytelling. We created bespoke visual content representing disease models, drug mechanisms, and treatment pathways, ensuring scientific accuracy and visual clarity. The project spanned nine geographically diverse locations, with adaptive execution strategies for each site. Finally, we provided training and lifecycle support, equipping Roche’s teams to confidently operate, manage, and evolve the ecosystem post-deployment.
The Impact
Pan-India Delivery: Nine state-of-the-art Experience Centres delivered across India, establishing Roche’s presence in key strategic regions.
Unified Engagement Platform: A standardized yet adaptive experience framework for stakeholder interaction, scientific exploration, and brand storytelling.
Immersive Scientific Visualization: Enabled real-time visualization of disease progression and drug efficacy using advanced immersive technologies.
Academic & Industry Collaboration: Catalyzed partnerships with premier institutions, offering students internships in immersive technologies and data science.
Digital Healthcare Leadership: Reinforced Roche’s positioning as a technology-forward, patient-centric leader in the Indian biopharma sector.
Why It Matters
This initiative reimagines the role of a pharma experience centre—not as a static showroom, but as a living, breathing ecosystem of collaboration, education, and innovation. The Roche CXC model demonstrates how immersive technologies, narrative-led spatial design, and intuitive interfaces can converge to enhance clinical understanding and drive better health outcomes. Beyond Roche, this case sets a benchmark for how other healthcare, life sciences, and R&D-driven organizations can create dynamic environments that educate, engage, and inspire across geographies.