Bristol-Myers Squibb is a global biopharmaceutical company committed to discovering, developing and delivering innovative medicines. In 2017, X.ITE conducted a research project, which had the goal to support the BMS digital transformation process, focused on some institutional marketing initiatives. Through four workshops held by both Luiss X.ITE members and BMS representatives, the project shed light on the opportunities that today's digital tools offer to pharma companies in their interactions with patients, physicians and other relevant stakeholders in the care giving perspective.

Grounding on a state of the art research focusing model and cases of successful digital transformation within the same industry, X.ITE, through this project, managed to suggest specific actions that BMS could take in order to design its own strategy.