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Ralph Breuer


Ralph globally coleads the firm’s commercial medtech work and is a leader in the global customer experience sector

Ralph leads the firm’s commercial medtech work in Europe and its customer-experience solutions work in Europe, the Middle East, and Africa. His deep expertise in commercial transformation, omnichannel, and customer experience includes end-to-end programs from strategy to full implementation. Ralph works across industries and focuses on serving clients in life sciences, medtech, and retail.

Examples of Ralph’s recent client projects include the following:

  • conducting a digital transformation for a global medtech and pharmaceutical company along multiple topics: customer-experience measurement system, customer-journey redesign, data strategy, strategy development, and use-case development and implementation
  • initiating a digital customer-engagement model transformation for a leading medtech company, including setup of customer-experience impact lighthouses
  • building the new go-to-market omnichannel setup for a global medtech company
  • developing and implementing the customer experience transformation for a healthcare-insurance company, which included customer-journey redesign, the development of a customer-experience measurement system, and skill building
  • developing the new omnichannel experience for a European retail furniture company through the technical development of full e-commerce shopping and omnichannel features
  • building the e-commerce business and digital business unit for a fashion company by applying design thinking and agile ways of working through full implementation

Published work

Delivering a stellar experience for all key stakeholders in medtech,” McKinsey & Company, June 2023

How medtechs can meet industry demand for omnichannel engagement,” McKinsey & Company, March 2023

AI for medtech commercial growth: Five missteps to avoid,” McKinsey & Company, December 2022

The rise of digital marketing in medtech,” McKinsey & Company, September 2021

Omnichannel engagement in medtech: The time is now,” McKinsey & Company, May 2021

The three building blocks of successful customer-experience transformations,” McKinsey & Company, October 2020

Customer experience as a value driver in German retail banking,” McKinsey & Company, January 2019

New capabilities, new audiences, new opportunities,” Customer Experience Compendium 2, McKinsey & Company, June 2017

Four ways to shape customer-experience measurement for impact,” McKinsey & Company, April 2017


RWTH Aachen University
PhD, social science, economics

Queensland University of Technology and University of Cologne
MSc, business administration