Visual Thinking

(Doctor Digital connect Solution)

The Challenge

I work with an American multinational pharmaceutical corporation called Visvesvaraya

Technological University with the digital  solutions team, where I work with various diverse cross functional stakeholders to design digital  solutions for pharma marketing & patient care. Due to the COVID most of the physical activities of  our Medical reps to connect with the doctor & market our brand, went off and for the same we need  to find a solution on how a Medical rep can digitally connect with the doctor.

Selection

To design this new solution for our Field Representatives, we were to define the scope and minimum  viable features of the product and the data collection requirements by various departments such as  Marketing, sales, SFE & HR. I have used straw man visualisation technique of using a set of queries  for discussion to allow all stakeholders to learn from each other in the process of defining the scope,  minimum viable features and relationships between to consider when identifying pain points and  opportunities to define this solution. I used the tool of Visualization to achieve a shared  understanding of a problem space among a diverse group of stakeholders before attempting to  identify and define possible solutions to the problem.

Application

We initiated the process by creating a straw man graphic of the problem domain. Firstly. We studied  and mapped the existing physical visiting & live detailing solution available to understand the  process. We took the existing journey map of the PSR, activity data from google big query and  mapped how their activity frequency effects their appraisal. Along with that all the existing  marketing materials and audit reports were consulted. I also conduct personal interviews with ten  different PSRs heads who are the regional managers & the salesforce enablement heads who  collates the data for the PSR. I also studies the previous virtual detailing challenges they have faced  from the POCs conducted in past.

I used Adobe XD & Sketch to visualise the existing user journey of the PSR on a physical visit to the  doctor and on the other side I showed the Digital journey of the PSR’s interaction with the doctor.  The design highlighted the value addition interactions and how to WOW the doctor with the digital  connect and content. All the Partners and Value Chain Providers such as the Marketing & the  content creation team and also added constraints to the operational issues which the users might  face because of not being tech savvy. Once the straw man diagram was ready, I divided the  stakeholders into groups of 4 participants each representing a different area i.e. Marketing, Sales,  SFE, Digital and PMT. Each group receives a digital copy of the straw man graphic on which they can  directly comment or take notes. I gave them four questions to answer, such as:

1) How as a doctor will be your overall experience?  2) What key elements are missing from this digital journey?   3) What would you change about the process that can simplify & fasten the process of digital

interaction from a PSR’s view point?

4) What additional analytics and key insights would your require to be captured from the

system.

After briefing the questions, each group was given approximately 30 minutes to discuss the  questions and mark up the suggestions in their respective XD files. After 30 mins were over, then I  collated out a report in excel on their answers to those four questions while pointing to the  highlights & comments added by the group. I also clubbed the commonalities in the insights which  each group suggested, and also the additional insights that I got from the group discussion. After the  session, I created a new revised design in Adobe XD that enraptured each group’s highlight points,  feedback and proposed changes to which all they agreed to as a group.

Insight & Approach

My learning from this visualisation exercise with several groups is that, it helps all stakeholder  groups to be focused & clear on the point of discussion and the product environment in which the  product will be launched. It helped them to suggest better, considering all different aspects that can  effect on the product in real life. For example – The SFE team would require all insights to be capture  while delivering the minimum number of clicks for better doctor experience, while the PSR who is  the user would require more simplicity in the usage of the product. We also did a learning launch of  the product after the requirements were gathered with 200 doctors and captured their feedback. All  the insights of the data collected through that activity was shared with the groups. RCA was also  done on the data on which the figures were too small. In the end when every feedback was capture  from the diverse group, RCAs done & visualised with the effects it can have on the other group  requirements, we were successfully able to get on to a conclusion with end product features &  deliverables. We published the revised final product design with all the stake holders & it was  immediately approved by all with 100% vote, to which we started the development.

