This is Part 4 of the ‘Success Factors in Value Communication Design’ series, a set of articles that examine the key success factors in creating customer engagement tools that successfully communicate the clinical and economic benefits of pharmaceuticals, devices and diagnostics. These recommendations have been drawn from the experiences of Gijs Hubben, Founder and CEO of BaseCase.
There are many famous examples of products that have been launched without being effectively tested or evaluated. To increase your chances of success, it’s essential to test products in the marketplace before commercializing them. The same rule applies to customer engagement tools: they have to be tested in the real world before launch.
If the value proposition is not communicated clearly, it may be due to the inclusion of distracting and unnecessary information that diminishes impact. It can be tempting simply to include everything that might be relevant, for fear of leaving out something that may have value to users and clients. What elements should be included? How long does it take to present the value story? Where are the ‘speed bumps’ in the story flow? Testing and evaluation can provide answers to unresolved questions such as these.
It’s important to involve internal stakeholders early in the development process, to make sure the tools being developed are aligned with the needs of the intended users. Ideally, this happens at the sketching or implementation stages.
Staying within the comfort zone of the internal users is essential. If field-based staff are not comfortable using a tool with clients, then it simply won’t be used. Nobody wants to get a question they can’t answer. To ensure this doesn’t happen, developers can undertake a ‘beta testing’ phase, rolling out a final draft with a small group of users to gain their input and approval.
Once a tool has been tested with its internal audience, it should be piloted with a small number of friendly customers. Market testing ensures that the full-scale rollout version will easily be understood by clients, and that the message is relevant and credible. It creates confidence that the launch version is as close to being perfect as is possible.
The BaseCase platform is uniquely designed to allow this kind of user feedback to shape the design process. The online editor permits a high level of responsiveness from developers: elements that key account managers are unhappy with can be modified or removed instantly, and new parts of the story inserted. There is no need to hire software developers or to go through a lengthy outsourcing process.
Closed Loop Marketing
If you are using BaseCase Closed Loop Marketing (CLM), the testing and evaluation phase never really ends. BaseCase CLM gives managers valuable field data on an ongoing basis, informing decisions about value communication design. It reveals how often an app is being used, which pages are being viewed, which elements are being clicked on, and more.
The kind of qualitative and quantitative data that Basecase CLM provides can support an informed discussion between those who use apps and those who develop them. It means that the impact of a value story can be continually evaluated and enhanced.
It also relieves the pressure on market access teams to get it right first time. There is no danger of cluttering the value story with low-impact elements, left in due to concern that they might just be useful to KAMs at some stage. And if elements are omitted that later turn out to be valuable, changing the app is as easy as revising a PowerPoint presentation or Excel spreadsheet. Updates are made instantly across user accounts, so KAMs are always using the latest, tried and tested version.
Success Factors in Value Communication Design: