Challenge:

I am working for a Pharma Company as a part of the Marketing division. My role is of designing  visual-aids and other marketing materials for Marketing Reps working on the field. The marketing  reps were currently briefing the doctors through physical media like thick books which were  cumbersome and little outdated to match with today’s digital era.

The challenge was to convert this system into digital media which becomes easier for the marketing  people to brief and handle.

Selection:

The team comprised of many people and stake-holders like: The front end team, the back end team,  I as the coordinator/facilitator and the content provider for this project. The design thinking which  we chose was learning launch to design and test the prototype before going live.

Application:

All the marketing team/divisions were called for the meeting to decide on the process and flow. The  structure was designed first as to how the data will be collected and routed to different stake- holders and sent to the development team for production for Beta-testing before making it live on  the iPads of the Marketing Reps for actual briefing of the products to the doctors at their clinics and  hospitals.

I had created the designs already and had to convert them into the format required by the IT Team.  The artworks and product sequencing was handed over to the production team and after lot of  coordination and some iterations the Visual-Aids were digitalized into iPad and send for testing.

Insight & Approach:

The outcome was brilliant. The iPad Beta testing was a great path to success. With little hindrances  initially, we worked on the areas successfully to remove the glitches. With the pilot phase over, the  new process created a niche of its own.  The Physical bulky version was replaced by the smart digital  iPad. The Doctors found it quite intriguing and engaging to be briefed in an interactive manner.

Moreover, it was now easier to track the behavior and the time devoted by every Sales person for  the purpose and to rectify and behavior if needed using metrics.

This certainly was a breakthrough and created a turning point. The result: Sales went high with  quality leads. Thus a proper design thinking approach and prototype testing yielded exceptional  results for all stakeholders and paved a way to SMART digitization.

