Closed loop marketing

Challenge

How can we stimulate more discussion and conversations about baby food between doctors at baby clinics and midwives? There is always much debate about baby nutrition. Parents have a lot of questions, but analysis shows that the communication between these two first points of contact is not as good as it should be. As a result, the advice given may differ greatly.

Solution

Our research findings showed that parents need more information after a diagnosis of cow’s milk allergy. Sales reps were able respond to this, and offer added value to healthcare professionals using an interactive e-detailer on an iPad. The conversation this generated led to a useful exchange of knowledge and experience.

Result

Hero gained a clear insight into the use of the range of materials that sales reps have at their disposal. In addition, the sales manager was provided with a tool to coach sales reps in how to improve their conversations. This resulted in a ‘single voice to the market’, with maximum potential for follow-up contact.