9
Pharma B2B
Chatbot Loyalty Program
GOAL
Chatbot development for pharmacists and pharmacists. Creating a community for communication between the product manager and the pharmacist directly, without a medical representative.
The main idea is to remove the medical representative, as an extra link, from the chain of interaction between a pharmacist and a pharmacist.
Inside the bot, users could undergo training, accumulate points and exchange them for valuable gifts.
Thanks to the "Register a check" program, we were able to increase the sales of some drugs by several times, since the pharmacists were directly interested in the sale of these drugs
The main idea is to remove the medical representative, as an extra link, from the chain of interaction between a pharmacist and a pharmacist.
Inside the bot, users could undergo training, accumulate points and exchange them for valuable gifts.
Thanks to the "Register a check" program, we were able to increase the sales of some drugs by several times, since the pharmacists were directly interested in the sale of these drugs
Why is there such a need?
Here are the questions that arose for medical representatives about their work:
- How many pharmacies are covered by a medical representative in the allocated area, and how many remain uncovered?
- Pharmacies with little potential are also pharmacies. There are pharmacists there who also sell - does your representative communicate with them?
- How many pharmacists did the medical representative work with?
- The real number of his visits to the pharmacy?
- How long is one visit to the pharmacy?
- The amount of information provided to the pharmacist?
- Did the medical representative convey information to the pharmacist in accordance with the brand positioning in the company? How did the pharmacist learn it?
- Is the pharmacist ready to recommend your drugs and why?
- How many factors of work with representatives of the first table depend on the professionalism and individual qualities of your medical representative?
What was done on the project inside the chatbot
- Customer segmentation. We single out pharmacists, doctors, cosmetologists separately.
- Getting to know the product. Gamification and tests to get acquainted with the company's products.
- Bonus program. Opportunity to receive gifts of your choice
Stages of the interaction funnel inside the bot
Awareness
- Information funnel
- Verification and segmentation
- Loyalty program for tests and check registration
- Newsletter
Education
- Online webinars
- Product information video
- Product Presentations
- Testing of mastered material and accrual of bonuses
Incentives
- Exchange of bonuses for promotional gifts
- Exchange bonuses for cash rewards
- Exchange of bonuses for self-selected products
In total, more than 10 funnels were developed in the project for constant interaction.
Conclusion
We collected feedback from representatives of pharmaceutical companies that used our bot in their work. Most of them noted that by giving pharmacists more structured information through messenger mailings, they achieved the correct positioning of the brand in the client's imagination and a more loyal attitude towards the brand and the company.
And having provided pharmacists with additional motivation, we got a stable increase in sales and even overfulfillment of the plan.
And having provided pharmacists with additional motivation, we got a stable increase in sales and even overfulfillment of the plan.
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