Medical representatives of the customer division in Russia usually presented pharmaceutical products to medical specialists during personal hospital and pharmacy visits. However, as part of the digitalization strategy and due to the 2020 pandemic, the customer chose to organize an online channel for the representatives to interact with medical specialists.
This required organizing and automating a new process, namely introducing a BPM system for the corporation employees to plan, deliver, and analyze presentations. The experts of ICL Services together with their strategic partner VimpelCom began the development and implementation processes.Key Challenges
- Develop an MVP system for online content demonstration and voice recordings processing function (for visits) within six months;
- Integrate the MVP system into telephone communications, email, and SMS notifications.
Implemented our solution
Development roadmap
First, as part of the project inspection, ICL Services specialists interviewed the client's employees responsible for content formation and communication with medical specialists. Results of interviews and the preferences of the customer's marketing department assisted in outlining processes, documentation, and forming the overall concept of the entire system.
Visits from medical representatives may be considered rather specific. Thus, the implementation of ready-made solutions was discarded in favor of creating a bespoke concept. BPMSoft low code platform served as its basis.
Then the parallel development of elements of the BPM system and the content delivery system started. The latter could demonstrate the presentations online. The content demonstration module came a way from an idea to implementation in three months.
Solution
At its core, it is similar to a CRM system with a calendar, it also enables users to make calls, allowing analysts to generate marketing campaigns for promoting pharmaceuticals. Afterward, the operator receives tasks to make calls and forms the visit schedule directly from the calendar, which provides information on the specialist's time zone. Medical representatives can personally conduct the visits using the system. Executives have access to the visit funnel and control over the quality. This includes tracking slide display time, the transitions between them, and the presentation sections. Moreover, every conversation of a medical representative is recorded and transcribed, allowing supervisors to track keywords and phrases.
This system provides advanced confidentiality, a conversation between a medical specialist and a representative cannot be accessed by a third party. At the same time, the presentation doesn't require extensive resources to operate. Visits can be carried out via any type of mobile connection.
BPM system and content delivery system elements were integrated with speech recognition modules, Asterisk telephony, Beeline SMS, and a customer presentation storage system. Scheduled email newsletters were implemented via customer's Exchange.
All services are deployed in a fault-tolerant and secure Beeline cloud, enabling flexible scalability.
More than 10 participants were involved in the project: the project manager, system analysts, architects, ICL Services developers and testers, and partner companies employees.
As of now, the final demonstration and training phase is completed, and the systems have been put into commercial operation. Further steps include integrations with a CRM system, a self-service portal, and customer websites. The entire department of digital marketing is in the process of integrating into the system to manage marketing plans development, their budgeting, and implementation.
Results
- The customer received a flexible, scalable solution for medical representatives to conduct appointments online, which is necessary in the face of the pandemic;
- ICL Services solutions allow medical representatives to conduct more visits, as spending time and budget on travel and organizing personal presentations in other regions of the Russian Federation was made redundant by introducing the online alternative;
- The company management now is equipped with a transparent and clear monitoring system.