March 5, 2011
Our client is a global pharmaceutical company that researches, develops, manufactures and markets pharmaceutical products, including vaccines and over-the-counter (OTC) products like mouthwash and cold medicine. Understanding how to transform their business to a more smoothly run, successful organization first involves understanding the core of their business and what their individual departments do on a day-to-day basis. So we sat down with them, had drinks, listened to stories, and came out of it with a beautifully painted picture of what their business is all about. For the sake of brevity, we’ll focus solely on the Call Prep department’s perspective:
Challenge
The Call Prep department’s main prerogative is to build strong relationships, establish trust, and get to know doctors. Why? Well, because physicians recommend drugs to their patients. And patients buy those drugs. How does Call Prep build those relationships and get the word out about their pharmaceuticals to doctors? They hold meetings and luncheons, they give out drug samples, and maybe most importantly, they educate doctors on product research and statistics. Since doctors are often busy, Call Prep not only needs resources and information at their fingertips, but they need to know in which products individual doctors are likely to be the most interested and most receptive.
Solution
Rami, one of Bluewolf’s brilliant technical architects, developers, and all-around data extraordinaire paired up with sales and process guru, Olga, to architect and develop a custom application for Intelligence and Information Mapping just for our client’s Call Prep department. The application was built inside of salesforce.com integrating a combination of Visualforce and apex code. The application incorporates a complex matrix of situational criteria such as doctors’ brand loyalty, personality type, practice specialty, etc. with product information to match the most appropriate drugs with the doctors most likely to accept, approve, and recommend them to patients. Take a look at the video below to see a bit of how this application works.
