Technology that sells

With increased competitive pressures, Wyeth UK was looking for ways to enable sales representatives to have greater impact on physicians at the point of interaction. Proscape Technologies provided the solution.

“Using Proscape enabled detailing. Our sales representatives are not only getting more time with physicians, but are also more valued and have become knowledge reps in the eyes of our physicians”
-Andy Lloyd – Systems Manager Sales & Marketing, Wyeth UK

Wyeth UK made the decision that, as part of their overall CRM and sales force effectiveness strategy, they needed to address challenges in the areas of:

• Increasing regulations and code changes
• Physician’s access
• Better targeting and segmentation
• Increased need to engage and retain customers

As a key enabler to overcome these challenges Wyeth decided to implement tablet based detailing in conjunction with Proscape Technologies.

Wyeth used the following criteria for the selection of the technology:

• Assist regulatory compliance
• Increase call duration between Wyeth sales reps and customers
• Improve access to ‘difficult-to-see’ physicians
• Enable continuous adjustments to sales and marketing collateral and messages
• Ability to work with agency of choice using existing content if required
• Independence from supplier, ability to run project fully in house with support from supplier where appropriate
• Capture new insights that can be used to better understand physician behaviour, attitudes, and beliefs.
• Reduce costs associated with printing, administration and distribution of sales and marketing collateral.
• Measure the effectiveness of Wyeth UK sales representatives.

Why Proscape?

Wyeth chose Proscape Technologies as their solution provider as Proscape could deliver on all criteria.

Experience

Proscape is the industry standard (they created and pioneered the Tablet PC based Closed Loop Marketing system and approach).

Five years of successful implementation of Closed Loop Marketing, meant that Proscape brought with it a wealth of experience, knowledge and best practise.

This was demonstrated through positive feedback, success stories, and ROI from current customers.

Product & technology

As the only CLM system with customers in full-scale production around the world and with Proscape v5.6 (29th production release), Wyeth UK choose to invest in a system that was scalable, provided specialised features and modules, and contained a highly configurable and easy-to-use client content player ensuring sales rep adoption and consistent use.

Furthermore, since its desired platform would be supporting multiple brands, Wyeth UK needed a system that was optimised for content size, screen performance, and content download times that did not interfere with sales rep activities. Requirements fulfilled exclusively by the Proscape system.

Regulatory compliance

The Proscape system is designed to incorporate fully compliant material, ensuring the appropriate balance information is covered with each customer on every call. The reps are guided to appropriate messaging, and can use the Tablet to upload post-call data quickly and easily, ensuring that the right messages are delivered, providing stored records for review and compliance purposes.

Benefits

Key benefits achieved by Wyeth include an increase in unaided message recall and a shift in the representative from sales person to ‘knowledge representative’. In addition the Proscape implementation has enabled:

• Ability to rapidly adjust marketing campaigns
• More engaging and memorable sales aids
• A more open and honest dialogue
• Increased knowledge transfer
• Increased access to customers, including difficult to see physicians
• More time in the call
• Easy adjustment and update of presentation content and sales materials
• Valuable data recorded during detailing process (interaction and response data)
• Differentiation of Wyeth from its competitors
• Regulatory compliance

What’s next for Wyeth?

Moving forward Wyeth UK is looking to fully integrate Proscape with their CRM system, a model successfully implemented by other pharmaceutical companies running Proscape software. This will enable sales users to create a call record ‘on the fly’ automating the call reporting process.

In conjunction with this Wyeth UK will also be seeking to take advantage of the Proscape Message Recommender. This module ensures that Wyeth sales representatives will be able to deliver the optimal differentiated message directly to their physician customers based on the customer segment and profile.

The delivery of these segmented, one-to-one marketing messages will help increase the duration of their sales calls with physicians further drive unaided message recall. With most physicians establishing barriers for access to sales reps – due principally to a lack of new and relevant information – Proscape Message Recommender will help the Wyeth sales team gain more frequent access.

Wyeth’s other key objective at this stage of the project is to better leverage call data to gain greater insight into the market, key prescribing behaviour and segmentation patterns. By using Proscape analytics statistics, stored during the call, Wyeth will be able to to interpret the information to allow them to rapidly respond to market demands, their segmentation and content model, feeding changes directly back to the sales teams.

As with most pharmaceutical companies Wyeth UK is also seeking ways to reduce costs associated with production of sales and marketing content. The Proscape Content WorkBench provides a low cost method of rapidly constructing screens that both present segmented content and capture much desired customer feedback. Subsequently Wyeth and associated advertising agencies started working with the WorkBench late in 2006.
With the content Workbench Wyeth is hoping to benefit from the rapid integration of any SFA data, as well as utilising the built-in mechanism which allows them to test content in a sales rep playback environment before distribution.

Wyeth’s definition of sales force effectiveness:

Technologically enabling the processes that allow field sales reps to have greater impact on physicians at the point of influence, while also improving sales force efficiency and marketing execution.