Turning Field Reps into Field Consultants and Align Marketing + Sales Teams
Objective:
Through research-informed understanding, bridge the gap between corporate, field and HCP audiences with cohesive messaging to reinforce best practices of how to appropriately engage and communicate program support services. Create a comprehensive resource management tool to enhance communication accuracy, reduce costs, and provide instant access to critical program materials.
Strategy:
Align teams under a single source of brand truth by developing a progressive web application focused on creating resources that ensured accuracy, mitigated costs, offered immediate access, maintained communication integrity, enabled timely responses, and provided a centralized knowledge base.
Brand + Message Strategy / Audience Identification + Segmentation / Global Media Planning + Buying / Reporting + Analytics
Execution:
Design and development of a PWA to enhance compliance, streamlined communication, rapid responses, and a centralized knowledge hub, promising significant cost and efficiency benefits.
Partnered with market research to identify key points of friction in program adoption
Revised program tone of voice, look & feel, end-to-end messaging architecture
Developed an internal sub-branded program and delivered a 12-month high touch engagement campaign for internal stakeholders to reinforce key messages and build affinity with the program.
Achieved:
Team alignment and utilization
Efficient messaging and streamlined communications
Increased program enrollment
Increase in HCP portal utilization
Increase in new product providers
CORE Resource Management System (RMS)
Software designed to unite, train and focus teams.
CORE (Communication Optimization and Real-time Engagement) RMS is a next-generation reference tool that provides the framework and single-source of brand truth to organize, manage and train teams.
