Case Studies

The Business Challenge

A large pharmaceutical client was looking for ways to improve the conversations between the sales reps and physicians. Each of their individual brand teams utilized tablet PCs in their sales calls, but each team had a unique approach to navigating the content. The client wanted to move to a single navigation approach that was scalable for different content types and easy for all brands to leverage.

Solution

MISI conducted ride-alongs with 20 sales reps in three cities across the US. Each rep was observed using one of four possible navigation structures for a day of physician details. Based on the qualitative and quantitative feedback garnered on the four navigation structures, MISI created a wireframe of optimal navigation approach, including elements from the four tested structures. In addition, MISI outlined content and creative recommendations resulting from observations.

Outcome

MISI created a consistent navigation structure across brands that matches reps’ natural interactions with physicians and enables easier cross-selling. This single navigation approach enables our client to eliminate redundant upfront design costs and allows for easier review and approvals internally.