Challenge

GlaxoSmithKline (GSK) is a global healthcare company that researches and develops a broad range of innovative medicines and brands. Its products are used by millions of people around the world, helping them to do more, feel better, and live longer. GSK’s field sales reps provide doctors with strategic medical information and product recommendations, but they were lacking understanding of their doctors’ core personality types. Part of the sales team’s success depended on the reps’ ability to match a doctor with a set of drugs that they’d be consistently likely to recommend to patients.

Solution

GSK engaged with Bluewolf to help its sales team deliver more intelligent and effective selling, matching each medical professional with his/her ideal products. Bluewolf built a custom iPad application called “Koach,” which enabled sales reps to search for information like current research, sales tools, and suggested questions to ask doctors based on personality type. The app was integrated with Salesforce and an internal intranet, so employees had access to all information at their fingertips.

Result

The Koach app has increased collaboration among the sales team, and has helped GSK to provide a better customer experience. Sales reps are now able to strategically target doctors with specific products, and the access to more personal information has increased brand loyalty within GSK’s primary customer base. The Koach app has helped GSK to increase doctor-to-patient recommendations, improve credibility, and differentiate itself in a crowded market.