Boost Field Effectiveness

The friction

At the start of the pandemic, a global pharmaceutical company pivoted its sales force to a new way of working with far less face-to-face time with doctors and medical staff. Sales leadership saw a critical need to boost field force effectiveness in a very competitive market.

What we did

Lextech worked with sales leaders on a quick, effective experience research project, first establishing a north-star goal for field force effectiveness, then interviewing sales reps at various levels and backgrounds, in both medical science and sales roles, to understand a day in their lives. The research produced workflow experience maps that surfaced inefficiencies in one key workflow: pre-call planning. Lextech then designed a concept prototype and video presentation that reimagined the pre-call workflow, reorganizing sales data pulled from more than 20 different sources so reps could better understand customers and build stronger relationships.

The pharmaceutical company’s innovation team funded a proof of concept based on this work, which Lextech built with ongoing feedback from sales reps, reviewing mockups, iterating, and field-testing new versions with realistic data. Lextech also led and managed multiple development and data teams, including teams from other companies, to build a solid infrastructure on Amazon Web Services with an API built using Apigee.

“The sales reps really felt listened to. They felt empowered because with our proof of concept, they could visualize the future, they said things like ‘I could see this working for me.’”

Measurable impact

In just months, Lextech helped take the project from proof of concept to a fully working MVP, with immediate positive feedback from users. Lextech continued shipping updates in an agile fashion, including rich push notifications, more personalized data views, and role-specific features, often turning around requested updates in about four weeks rather than a year.

How Lextech Helped

• UX Research and Design
• Native iOS Agile Development
• Multiple-Team Management
• AWS Implementation
• Quality Assurance
• Production and End-User Support

Thrive At Work

• Reduce administration time spent on pre-call planning by up to 25 percent
• Move data from multiple, less intuitive tools, into a single elegant source of truth
• Scale a better employee experience to multiple sales roles/levels and business units