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Empowering Field Force as Key Drivers of an Agile Omnichannel Marketing Strategy

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Main challenge

A leading pharmaceutical company faced a challenge in ensuring that the field force, one of the most direct and influential channels of engagement, could deliver timely and relevant messages to HCPs. The company needed to better align its marketing strategies with field activities, ensuring that the field force could deliver up-to-date messaging in line with current campaign insights or market shifts.

The solution needed to empower the field force to seamlessly integrate with the marketing team’s omnichannel strategy, ensuring that their direct interactions with HCPs were aligned with campaign goals.

The winning formula

AVA AI Trainer is a simulation platform designed to train the field force in engaging effectively with HCPs. By practising and internalising the latest marketing messages through realistic, interactive training simulations, it enabled Marketing to enhance the role of the field force within the broader omnichannel marketing strategy.

Marketers could collaborate with field force managers and upload updated communication materials into the AVA training library, ensuring that the field force was always practising the latest key messaging and content that reflected the current marketing strategy. By aligning the field force with marketing priorities in this dynamic way, COSMART AVA AI Trainer ensured that the field force remained a central and highly effective part of the omnichannel strategy.

Key actions included:

Dynamic Communication Journeys: Instead of relying on static plans, AVA AI Trainer enabled marketers to create flexible, adaptive communication strategies that were continuously updated based on new insights and data.
Rapid Response to Market Changes: Marketers could quickly update the communication strategy and field force managers could immediately activate those changes via the simulations. This ensured the field force could respond swiftly to these changes, delivering the most current messaging directly to HCPs.
Training Library Integration: Marketers upload the most current digital campaign materials, product knowledge, and key messages into the AVA library, allowing the field force to practise and perfect them in real-time simulations.

Achievements

Greater Communication Flexibility: The field force became an integral part of the agile omnichannel marketing strategy, able to adapt and deliver the most current marketing priorities.
Faster Reaction Times: The time from identifying winning messaging or strategies to delivering them to HCPs was reduced from weeks or months to just days, keeping the company agile and responsive.
Improved Performance of Field Force: Real-time training updates ensured the field force delivered messages that were aligned with marketing goals, enhancing their confidence and effectiveness in the field.

Takeaways

Field Force as an Integral Part of Omnichannel Marketing: The field force was no longer just a delivery mechanism but a key, agile channel in the omnichannel marketing strategy.
Bridging the Gap Between Marketing and Field Teams: COSMART AVA AI Trainer seamlessly connected marketing and field force excellence.
Faster Adaptation to Market Changes: The ability to quickly update and train the field force allowed the company to remain competitive and responsive to shifting market dynamics, pivots in strategy, product recalls, or urgent product updates.