RxS Case Study:

Rapid Deployment of Rep-Forward Digital Solution Improves Salesforce Connectivity to their Healthcare Provider (HCP) Customer Base

 

Summary

Reacting to changing meeting protocols and diminishing office access due to the developing 2019 Novel Coronavirus pandemic, a midsized pharmaceutical organization transitioned their prescription hand carry sales representative to a work from a home model, restricting their ability to connect with HCPs and to offer prescription samples.  RxS was selected to supply the technology and experience needed to empower the field reps to serve their territories and preserve connectivity with their HCP customers.  The pharmaceutical company chose to deploy the RxS remote digital sampling platform, TeleTargetRx to their normally field-based teams.  The solutions deployed 21 days after contract approval with 50% of the salesforce initiating sample requests within the first five days of deployment.

Background

Changing meeting protocols and diminishing office access due to the developing 2019 Novel Coronavirus pandemic compelled a midsized pharmaceutical organization to transition their prescription hand carry sales representative to home-based work.  Like most pharmaceutical teams with an onsite detailing strategy, they had little experience with a 100% remote selling model.  Even so, the organization sought a way to continue to supply Rx samples to “no see” and “limited see” prescriber offices.

The organization began the search for partners to help empower their field-based reps.

After a brief search, RxS was contracted to supply the technology, knowledge, and project management needed to provide the reps with the ability to remotely serve their territories and preserve connectivity with their HCP customers.  The pharmaceutical company chose to deploy the RxS remote digital sampling platform, TeleTargetRx to their normally field-based teams.  Once access HCPs began to open, post-Covid, the sales teams continued to use the tele-sampling platform as part of their broader strategy and toolkit.

Analysis

The project team, consisting of members of both organizations, and supported as needed by subject matter experts from other involved process participants, performed a full review of the process.  The joint team recognized that the most complex part of the solution would be the integrations to the customer’s Veeva platform and the third-party logistics provider.

RxS presented the design and benefits of implementing a rep-forward Direct-to-Practitioner (DTP) program using their proprietary telemarketing Customer Relationship Management (CRM) software, TeleTargetRx.  This approach allowed their client to maintain PDMA compliance and closely monitor sampling activity.  

To meet program deadlines, a second-team was created to focus on developing a robust field force training program.

Program Objectives

Once the current state was defined, the project team established the following goals for the project:       

1. A deployment timeline measured in weeks.
2. Compliance with all regulatory requirements.
3. Configurations to accommodate company-specific business rules including, but not limited to, specialty inclusion and allocation limits.
4. Direct connection to the client’s RxS Sample Management footprint, Veeva and third-party logistics provider.
5. Detailed training program for field-based team on remote selling and DTP marketing strategies.
6. Ability to measure program adoptions and a “rescue plan” for struggling sales representatives.

Solution

With an approved plan in place, the RxS team focused on integrations to the customer’s Veeva platform, deploying direct to practitioner components and configurations with full integration to third-party fulfillment and the RxS sample management system.  Even though the proposed solution was largely technology-based, a key focus was to train the field force while adapting workflows and business rules to align with that group’s priorities.

The field force was trained to use the platform and tele-selling best practices.  Home office team members were also trained on the CRM capabilities of TeleTargetRx and how to use the robust reporting capabilities for monitoring customer activity like their field-based CRM software.

Results

TeleTargetRx was deployed 21 days after contract approval.

On day 1 of deployment, representatives began logging into the system.  Within days, numbers showed that the solution was supporting a return to pre-Covid activity levels while reengaging a field sales team that had felt lost while fully remote.  The reps began to connect with their HCP customers through telephone-based campaigns, offering both digital marketing collateral that was sent to the offices via fax or email, and through the ability to send prepopulated sample request forms.

What they saw:

• 10% of the field-force initiated sample request forms on the first day of deployment.
• HCP-executed samples request forms were received back on the first day.
• 50% of the field-force initiated sample request forms within the first 5 days of deployment.
• 60% of sample requests sent out were returned approved.

What we saw:

• 80% of RxS clients deployed TeleTargetRx during nine months of the Covid pandemic
• Post-Covid, 50% of RxS clients continue to subscribe to TeleTargetRx, using the system as an extension to the representative’s toolkit for sampling support.

Conclusion

In less than 30 days, RxS successfully deployed a rep-forward digital sampling environment that fully integrated the RxS LinkedRx sample management platform and the client Veeva deployment.  Through RxS Engage, RxS’ virtual contact center team, field reps were not only trained on the use of the TeleTargetRx system but were also supplied with telephone-based tactical training.  The client continues to provide their field representatives with TeleTargetRx as part of their broader toolkit alongside their Field-based CRM and video meeting capabilities.