Web app & software intergration
What if pharma reps could better keep healthcare providers engaged with branded material after a sales call?
Rep solution
A web app and software integration that easily allows pharmaceutical representatives to share interactive, customized, and branded content with providers post-meeting
My role, team, timeline, & tools:
primary designer (1 of 1)
w/ developer (1)
w/ IT (1)
January 2023
7 weeks
adobe cc
figma
veeva
What’s fueling this project?
Market opportunity
There isn't a solution for sharing personalized content that easily translates to the existing sales methods and software
Increased client commitment
With a new interface that relies on Storysoft content, we aim to have large contracts with more Stories per brand
Problem
Leave-behind marketing materials are generic and stale
Pharmaceutical brands are losing sales due to a lack of continued engagement from healthcare providers (HCPs) after meeting with a sales representative
What we want to accomplish
Deliverables
2 interfaces, one product
Create a web-based application for use on multiple devices and an interface to integrate with existing CRM software (Veeva)
UI/UX plan
An adaptable framework
Elements need to be interchangeable to accommodate brand guidelines as well as integrate within the software layout
KPIs
Adoption by current clients
The rep solution will be introduced to existing clients at first to gauge commitment
Positive rep feedback
Sales reps will have the most time spent with this product, so their feedback is invaluable
Seamless integration
As the rep solution will be integrated in the existing CRM, technical bugs and issues have high priority
Design approach
Ideation
Sketches
I started with sketches to begin visualizing the layout options, considering content selection, branded elements, possible instructions, and the balance of visuals and copy
Iteration
Dialing in a layout with wireframes
With a quick review, sketches were converted into wireframes that were reviewed for usability and feature set
Creating interactivity
Adjustments & prototypes
After review, a general direction was chosen to evolve from wireframe to prototype for each corresponding interface
Testing the interfaces
Functionality review
Feedback sessions were used to test both interfaces, common workflows, and usability before making final adjustments
Dev handoff
Annotated prototypes
Detailed specs were communicated and handed-off to the development team for initial testing in sandbox environments
Sketches & wireframes
How'd it go?
We had lots of takeaways & learnings
The solution wasn't an immediate hit. After the first group of clients signed on, we got lots of feedback and shorter contracts than expected. The next step for us is to use this version to gather data and form a case study that can be presented to clients as a selling point
An update
2026
The updated rep solution is still a product used by long term clients across multiple brands
What did we learn?
Software > web app
Integrating into the existing sales software made the product more accessible and had more use than the web app
Stakeholder value
Reps were very excited about the product, however, there was resistance from budget holders who couldn’t fully see the value over current processes