The Intricacies of Pharmaceutical Marketing for UX Designers, Part 3: Sales Representatives
A 4-part series sharing my experience as a UX designer in the world of pharma marketing
Understanding the Role of Sales Representatives in Pharmaceutical Brands
Introduction:
In sales material projects, the primary users that user experience designers interact with are sales representatives. These individuals are the front-line staff who venture into various fields and establish direct communication with physicians.
The first approach involves organizing interviews through account managers to understand sales reps as users better. Given their different purposes and the varying schedules of the sales reps in different time zones, the dynamics between the client and the sales team can sometimes be intricate. Persuasion skills come into play, especially if the client is unfamiliar with the advantages of conducting user interviews.
Exploring the Experience of Sales Reps Online
Supplementing this, secondary research from online resources proves valuable in understanding sales representatives as users and the physicians they interact with, depending on the specificity of the disease area. These online platforms provide anecdotal insights rather than focusing on your project's specific user pain points. Several platforms proved unexpectedly beneficial in providing a foundational understanding:
Reddit: Searching "pharmaceutical sales" uncovers discussions about their experiences, mainly addressing queries from individuals aspiring to join the field.
YouTube: A quick search for "a day in the life pharma sales" reveals insightful career guidance videos and interviews.
Sales reps frequently travel, suiting individuals with extroverted personalities who prefer dynamic environments. One prevalent challenge is their limited time and access to physicians. They often have minutes to make a lasting impression and convey their message. After these interactions, they record the conversation in their chosen CRM system and follow up through emails, assuming a thorough familiarity with the sales materials and product specifics.
Transitioning from Print to Digital:
Traditionally, sales reps used to print brochures or "detail aids" to educate physicians, a process known as "detailing." However, technological advancements, particularly the rise of iPads, have led to a significant shift towards digital or entirely digital materials. This transition offers the perks of animated content and advanced analytics. Depending on client preferences, these digital variants go by various names, including iCVA, digital, or electronic sales aid.
An intriguing dynamic often exists between the marketing and sales teams. The former develops strategies and materials, which the latter executes. Given the industry's stringent regulations, sales reps often feel they need to be more open in their communications. Thus, a collaborative approach is essential, with both teams understanding each other's perspectives and strategies.
Integration of CRM Platforms — Veeva
Sales reps' increasing reliance on iPads has led to a surge in demand for CRM platforms tailored to this trend. Veeva is a notable player in this domain, and approximately 90% of my digital sales aid projects are designed for use within the Veeva system. Veeva offers a comprehensive suite of tools focused on customer management, including centralized customer profiles, conversation records, offline-accessible PDF materials, and engaging rich-media content.
Rich media content, hosted in Veeva and HTML-based, is the essence of digital sales aids. These tools enable sales reps to enhance their interactions with physicians. The design challenges include creating visually captivating content, ensuring easy navigation, and maintaining compliance with regulatory standards.
Adherence to regulations is pivotal, necessitating collaboration with the regulatory team throughout the development process. Stay tuned for the concluding part of this series, which will delve deeper into the intricacies of working with regulatory teams and reveal more about the multifaceted world of sales representation in the pharmaceutical industry!