Global Pharmaceutical Company
Understanding HCP behaviors to improve sales force effectiveness
What we did:
Insight strategy and development · Qualitative research · Message development and optimization
Challenge
A pharmaceutical sales representative’s goal is complex: detail a product with a busy provider in a constrained amount of time. The complexity of that task only intensifies when multiple products are a part of a single call. To successfully sell more than one product in a portfolio, a global pharmaceutical company needed to explore providers’ perception of a category-leading therapy. Ultimately, they desired to understand how their sales force could effectively communicate multiple messages in the field.
Insight
Providers find a lot of value not only in the functional aspects of a relationship with their sales rep, but an emotional one, too. To establish those personal relationships and be most effective with HCPs, reps need to build trust beyond the detail.
Solution
To fully understand HCPs’ perceptions of product messages, we had to first understand the context and situation in which these interactions happen. In our qualitative research, we spoke to sales representatives and providers to gain an understanding of both perspectives. With the full context of that interaction, we could successfully identify the triggers that keep an HCP engaged in a multiproduct detail, and provide guidance for best practices in message delivery and interactions.