PHARMATRACK
PHARMATRACK
CASE
CASE
STUDY
STUDY
UX Project
Duration
9 months
Client
LaRenon Pharmaceuticals
Team
Product design & management team,
Gorilla Graphics and Advertisement
Prototype link
nboarding
Background
The pharmacy market is highly competitive in India, with over 3,000 companies. LarRenon, a growing pharmaceutical company, serves in 29 states by providing generic and specialty drugs. The company has a vision to reach 550,000 pharmacies and 65,000 stockists in India.
Project Brief
LaRenon approached us to design and develop a dashboard that would allow their field SalesRep - who visit Hospitals, clinics, local pharmacies and stores to schedule visits, demonstrate products and record their discussion.
Currently they are using a third party application but have seen slow decline in their business and a lot of complaints regarding GPS and Product feed. Company wants to build an inhouse product to fulfil their needs and requirements.
My Role
I led the design on this project, especially during the design phase.
This also included me conducting any insight and research gathering and distilling that into actionable recommendations.
In addition, I worked alongside LaRenon stakeholders - Regional Manager, Area Manager and 5 Sales Representatives and represented the pitch team of my agency in meetings.
Highlights
a sneak peak of what we delivered to keep you hooked
Business Constraint
THE CHALLANGE
with doctors and pharmacist
THE APPROACH
LaRenon Immersion
What were the research methods used?
THE KICKOFF
Early insights from
the field
We conducted multiple user testing sessions of the existing application with 7 participants in the most crowded medical complex and government hospital areas. Our goals were to understand the challenges SalesRep faced during their Repcall with pharmacists and physicians.
DEEPER INSIGHTS
Physicians are incredibly busy, with most sales calls lasting about two minutes—a brief interaction often squeezed into a distracted lunch break if representatives are fortunate. Despite the brevity, meeting content typically consists of 2 to 3-minute videos showcasing the product.
As we interviewed more sales reps, it became increasingly evident that administrative tasks were not a priority; they expressed little interest in additional tools and referred to such tasks as "busy work".
Large waiting time which is wasted and can be utilized.
Repetitive data entry of similar data at multiple venues frustrated the most.
Multiple Products, memorizing everything is difficult.
Understanding the Problem
Tools designed to
do the wrong job
Our research revealed that the ideal Recall represented something different to LaRenon Sales rep but the application provides a generic sales scheme. Sales rep' motivations for visiting physicians and pharmacists misaligned and provided multiple opportunities to improve interaction between them.
Throughout the project, personas were consistently employed to steer design choices, prioritize tasks, and foster empathy among both the client and our team.
Visualizing the end‐to‐end experience
We utilized experience mapping to visualize user journeys across touchpoints, collaborating with Area Managers. This highlighted pain points and set aspirational emotional states aligning client expectations.
Enhanced Data Visualization for Pharmaceutical Sales
We revamped the existing data visualization to better support pharmaceutical sales by applying the principles of editorial thinking, inspired by Andy Kirk's model. This approach focuses on angle framing and visual emphasis to design a visualization that is quick to interpret and meets the specific needs of sales representatives.
The new data visualization prioritizes primary, secondary, and tertiary sales data, providing sales reps with essential insights during their visits. This streamlined approach enhances data comprehension and supports informed decision-making in real-time, optimizing sales effectiveness in the field.
Crafting narratives about optimal experiences.
Understanding my target audience allowed me to envision ideal user experiences, focusing on empathy with personas' behaviors rather than technical details or business goals. By keeping scenarios high-level, collaboration flowed smoothly, exploring resonant concepts with both the team and the client.
These scenarios formed the basis of requirements, enabling expressions from both functional and emotional perspectives, deepening the user connection and emphasizing seamless app integration into their lives.
Extracting Requirements with Mental Models
Analyzing SalesRep behavior during pre-, during, and post- phases enabled quick identification of tasks. Grouping tasks by behavioral affinities clarified existing functionality's usefulness, identified necessary support, and pinpointed innovation opportunities while streamlining features.
I cataloged all ideas into a spreadsheet and ranked them based on our personas' requirements, technological feasibility, and business goals. Prioritization against personas' needs, tech feasibility, and business objectives informed application phasing and feature roadmaps
THE FRAMEWORK
Adopting a top‐down approach, we outlined the overarching structure of the experience through sketching and storyboarding. Generating numerous ideas regarding the arrangement of UI, functional and data elements, and interactive behaviors, we initiated the process broadly, witnessing our vision transform into a tangible form. As we progressed, a high‐level design language, interactions, and the app's anatomy gradually came together.
DETAILED DESIGN
Introducing PharmaTrack
The third-party sales dashboard previously used by LarRenon's pharmaceutical representatives was not well-suited to their specific sales and meeting needs. Its traditional flip book format with a hidden menu made navigation inefficient and cumbersome, requiring users to sift through an extensive amount of content.
To overcome these challenges, PharmaTrack was developed as a tailored solution. PharmaTrack streamlines navigation, provides quick access to essential information, and supports efficient engagement strategies in pharmaceutical sales. This new application empowers representatives with tools to enhance productivity and effectiveness during critical sales interactions, ultimately fostering stronger relationships and driving business growth.
PharmaTrack incorporates a smart location-based feature that allows Sales Representatives to select and initiate meetings with doctors or pharmacists within a 100-meter range with just one click. This streamlines the engagement process and prioritizes relevant contacts based on the representative's schedule and location.
Additionally, PharmaTrack provides easy access to required presentations and materials, enabling representatives to optimize productivity during meetings and facilitate meaningful discussions with healthcare providers. These innovative features enhance sales effectiveness and strengthen relationships in the pharmaceutical industry.
PharmaTrack revolutionizes data capture during meetings with doctors and pharmacists, focusing on crucial metadata categories such as promises, requests, and doubts to strengthen provider relationships. This feature includes real-time notifications to managers and regional managers, ensuring immediate updates and streamlined communication.
The intuitive timeline presentation within PharmaTrack allows sales reps to connect the dots between past meetings, facilitating deeper insights and fostering stronger relationships with healthcare providers. This user-centric approach enhances data management and promotes more effective engagement strategies within the sales team.
Organize crucial metadata — like promises, requests, and doubts— into distinct categories during meetings, facilitating efficient data management and strategic follow-ups.
Effortlessly recall past conversations and engagements with healthcare providers through a visual timeline interface, aiding deeper insights and relationship building.
Enable instant communication by notifying managers and regional leads about critical updates and requirements during meetings with healthcare providers.
Upload and store documents directly within PharmaTrack, eliminating delays and enhancing backend searchability and validation processes.
PharmaTrack introduces a quiz before each doctor meeting to enhance product knowledge and presentation skills. This quiz covers medicines across different medical divisions through multiple-choice questions, ensuring representatives have a comprehensive understanding of the products they present.
By integrating product learning into the meeting preparation process, PharmaTrack enhances sales effectiveness and boosts confidence. This innovative approach fosters greater credibility among sales representatives during engagements with healthcare providers.
Results acquired
40%
faster decision-making during shop visits, enhancing sales efficiency calculated through inhouse survey feedback.
105%
quicker average meeting initiation in crowded zones, streamlining the engagement process.
63%
increase in product knowledge retention among sales reps has been achieved through the implementation of weekly quizzes.
What did I learn
Embracing Domain Complexity
One of the most significant challenges of the Pharmatrack project was the necessity to quickly absorb and understand the intricacies of pharmaceutical sales processes and the unique challenges faced by medical representatives.
This experience reinforced the importance of immersive research methods, such as shadowing and in-person observations, which allowed me to gain a deep understanding of the users' environment, needs, and frustrations. The necessity to learn the domain language and understand the stakeholders' perspectives was crucial for designing an effective solution.
