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Case Study

E-Detailing Communications Campaign Fuels Cultural Shift

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Client Challenge

A powerful new e-detailing platform was ready for launch, but the sales team was skeptical of digital selling.

Solution

We implemented a multi-pronged training and communication program that addressed concerns, clarified the benefits and created extensive opportunity for practice.

Our program educated and motivated salespeople and managers at every step. A robust platform launch was followed by a comprehensive sustainment campaign, with ongoing feedback mechanisms that allowed the brand team to continuously improve the platform based on field input. Supplemental communications to managers helped them coach their teams effectively.

Included in the Training & Communications Plan

  • Simple line-art icon illustratino of a tablet with a video play button on the screen Webinars
  • Simple line-art icon illustration of a book being clicked on by a computer mouse pointer E-Learning
  • Simple line-art icon illustration of an award ribbon Contests on Best Practices
  • Simple line-art icon illustration of a magnifying glass over a computer monitor Online "Cyberhunts" to Locate Key Information
  • Simple line-art icon illustration of a waving flag Success Story Sharing
  • Simple line-art icon illustration of a trifold reference guide Quick Refresher & Reference Guides
  • Simple line-art icon illustration of a slide presentation on projector screen Application Workshops
  • Simple line-art icon of a microphone Senior Leadership Messages
  • Simple line-art icon of a bell ringing Ongoing Announcements on New Functionality
  • Simple line-art icon of a list item being checked off Surveys
  • Simple line-art illustration of a two overlapping speech bubbles Feedback

The Result

The program was so successful in driving e-detailing that it was replicated in other business units of the company.

Our Keys to Success

  • Continuous communications in a variety of vehicles, sustained over time
  • Communications were informed by direct field input
  • Successes and best practices were recognized and celebrated
  • Supplemental manager communications enhanced their engagement and effectiveness

What can we help you achieve?

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