CVAs, DSP, iVA: A comprehensive design framework that transformed fragmented sales tools into a cohesive ecosystem, reducing learning curves for representatives while enabling more effective HCP engagement and generating significant cost savings.
Situation
The Pharma company had multiple sales tools, each with its own design and user experience, resulting in inconsistencies that required sales reps to relearn different interfaces for different drugs and disease states.
Task
The task was to create a cohesive, clear framework that could be applied across multiple brands and disease states, empowering sales reps to use the tools more efficiently and consistently, regardless of the specific drug they were selling.
Action
Mapped out the different content types and user flows across all existing sales tools.
Leveraged expertise in IVA design to create a unified framework for navigation and user interaction.
Integrated the tools with Salesforce and Viva for consistent data tracking and reporting.
Developed prototypes and conducted usability testing with sales reps to ensure the framework met their needs in both short (30 seconds) and long (12 minutes) conversations with healthcare providers.
Collaborated with creative teams to ensure consistency in UI styles, text placement, and campaign imagery across all brands.
Implemented the new framework, providing comprehensive training and support for the sales reps.
Result
The redesigned sales tools brought several key benefits:
Created a cohesive and intuitive user experience that reduced the learning curve for sales reps.
Enabled sales reps to quickly access critical information, enhancing their ability to engage effectively with healthcare providers.
Achieved significant cost savings over time by standardizing the design and reducing the need for multiple, inconsistent tools.
Demonstrated the value of digital transformation in improving efficiency and effectiveness in pharmaceutical sales and marketing.
This project highlighted the importance of a unified design approach in enhancing user experience and operational efficiency in the pharmaceutical industry.
