Pacific Blue Cross

Building a Technology Road Map

Pacific Blue Cross, British Columbia’s leading benefits provider, had developed an ambitious Corporate Strategic Plan to improve its products, create a digital organization and know its customers better — each of which have a technology component.

The Information and Technology Services Department (IaTS) of PBC reached out to Berlineaton, because of our experience in strategy development and execution, in stakeholder engagement and consultation, and in the healthcare sector, to plan for and facilitate a series of stakeholder engagement and consultation sessions. These sessions were designed to solicit input from internal and external stakeholder groups to inform the development of the IaTS Strategic Plan and Technology Roadmap with a focus on how technology will support the broader PBC Corporate Strategic Plan.

A Profound Experience

We facilitated eight stakeholder engagement and consultation sessions, comprised of interactive discussions about emerging trends, technology improvements, and what PBC could do better from the perspective of that particular stakeholder group.  In advance of each engagement and consultation session, participants were invited to take part in an online survey, the results of which shaped the agenda and specific questions used in the facilitated sessions which followed.

Practical Solutions

We consolidated the findings from this work and provided a report to PBC’s leadership summarizing the feedback from all stakeholders including our overall recommendations.

Bolder Futures

In addition to obtaining invaluable input from key stakeholders to help inform the development and successful execution of the IaTS Strategic Plan and Technology Roadmap, this project and the approach that Berlineaton and the IaTS team used allowed PBC to build stronger relationships with their stakeholders – especially external groups – that PBC will continue to foster to help them achieve their mission to “improve health and well being in British Columbia”.


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  • We appreciated the opportunity to come together to provide input about our future direction. It was a great collaborative environment where people were comfortable sharing their thoughts.

    IaTS Team Member,

    Pacific Blue Cross

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    Shelly Berlin

    BA, MBA, FCMC, ACC
    Strategist, Confidante, Entrepreneur.

    Shelly is a co-founding partner of Berlineaton and has over 25 years’ experience in management consulting in strategy, process improvement and leader development.  

    She’s worked extensively with public and private sector organizations, and she is a professional facilitator, expert in the design, development, and execution of strategy. She is a certified executive coach and a Fellow of the Canadian Association of Management Consultants. 

    Shelly’s passion is to help leaders and their organizations achieve extraordinary success through bold thinking, courageous risk taking and disciplined action planning. Dark chocolate helps too.

    Ashka Wirk

    BSc, MBA, CMC, ACC
    Architect, Builder, Crystal Gazer.

    Ashka is a certified management consultant and executive coach, specializing in board-governed organizations in the education, health care and technology sectors.  

    She is an expert in using qualitative and quantitative data to guide the development of strategy, and then developing tactics and measurement systems that help ensure an effective execution.  

    Ashka’s passion is to lead disciplined, engaging and evidence-based projects that improve organizational effectiveness. To do this, she draws on her extensive and varied background in the fields of science and business. When Ashka’s not with her two school-aged children, you can find her in her gym or garden!