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Schering Plough Sales
Analytical Software Brochure – Success Story
Challenge
Schering Plough, a large pharmaceutical company in NJ had recently purchased
a sales analytical software package. The sales department felt it was a tool
that would help its sales force save time and be more efficient in their
efforts to sign up physicians to prescribe one of their leading drugs. The
sales force, already overwhelmed with the volume of physician visits they
were required to make, had a great resistance to add learning a piece of
software to their busy schedule.
The Voltaic group was retained to produce a strategy and create materials
that would easily convince the sales force this software system was to their
benefit. It would also have to deal with the fact that the software was going
to be implemented at a specific time and everyone was going to be required to
use it. However, there was going to be only minimal IT training. Our solution
had to deal with these constraints.
Solution
I was chosen as part of the team because my background contained creating
materials for another division of Schering Plough that had to deal with user
hesitation to adopting software systems. We strategized as to how we could
convince the sales force that learning and using this system would not only
be to their benefit but also could be fun instead of extra work.
Our graphics designer had worked on projects where businesses had used
contest participation as part of the strategy to draw in customers to learn
about a product. We settled on producing a “software brochure” that would
educate the sales force about the system in a witty, light hearted style, and
set up a web page for the contest as part of the software rollout (also
spelled out in the brochure). The Shering Plough sales department found the
approach novel but was willing to give it a try (I showed them samples and
related the positive results of my other “software brochures”)
Working under a tight deadline, we got the buy in by all stakeholders,
designed the brochure and the contest paramaters. Under my suggestion, we
involved one of the sales force to give feedback on my copy, and to “proof”
the entire package before it went to the printers. That way we had, by word
of mouth, a guaranteed buy in through one of their own sales people.
The “release” of both our project and the software package was rolled out in
stages. Our brochure, tied in with the contest became the teaser for the
actual release of the software itself. The sales force was thus eased into
first considering, then training on, then actually adopting the software
package.
Results
Our multi pronged approach including many different individuals, along with
the use of clever copy, and an enticing contest announcement page within the
booklet made adopting this software package painless for the sales force. It
was reported to us that once it was fully implemented it had indeed lived up
to its expectations and helped increase physician enrollment.
“We were amazed how that by adding a little bit of ‘fun’ to a software
rollout, could make it go so well. Thanks, Team Voltaic”, Phil Boxner,
Manager sales division
“New software has always been a pain to use. Learning it eats up our time.
This one was different. We thank you for giving us this novel approach, for
once the task was enjoyable, not to mention my winning one of the $100
prizes!” Salvatore Forcera, physician enrollment sales associate
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