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Zoetis goes tablets

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It is always great to discover how our customers embrace new sales tools and how they measure the success rate. Zoetis (the former Pfizer animal health division, now standalone) recently started using tablets as a tool to enhance the customer experience.

The Challenge:

Tim Knockaert, Commercial Operations Manager at Zoetis BeLux, explains: “Our syndicated sales team used a traditional sales aid to present and promote our products. It is hard to keep all this information up to date, synchronized and available at all times, especially with a rented sales force.”. Tim continues “We wanted to enrich our customer database by including an opt-in capability during the sales call. As a result we had to automate the sales support, set up a feedback channel and convert the salespeople into tablet passionnates. And …, this solution had to be up and running in only 10 days due to a reshuffle in our cycle planning. Does that not sound like a nice challenge? ”.

The solution:

Tim contacted the d!NK sales team for a demo. Shortly after, he decided to set up a project and a Statement of Work:
• Delivery of the fully functional app and bi-lingual sales tools should be done within 10 working days.
• Training should be condensed and limited to max. 1 day.
• The selected partner has to take care of setup, deployment, implementation and training.

The Result:

As for the numbers, sales is doing better than forecasted. This can be attributed to many factors of which the tablet sales tool will be definitely one. “Representatives tell us the automated push of the latest price lists makes them confident in passing the right messages. Navigating the presentation to the interest of the pharmacist, be it the demo video or the price comparison increases the impact of the sales call and the order success rate.”
For the commercial operations, the hassle-free operation stands out:
• Marketing initiatives are being promoted and coordinated faster and fully controlled
• the d!NK insight analytics provide the marketer with a clear view on the usage of the interactive content, great feedback for fine-tuning and adapting the next versions of the sales support material
• faster time to market: our sales material could be used instantly once available – no (re)print cost since information is digitally deployed immediately

The Conclusion:

“d!NK did a great job: delivering the app and the interactive presentation on the due date and flexible enough to adapt improvements based on feedback from the field. Thanks to this project our sales team is up-to-date, every single day. They like the interactivity and they use the tablet and the d!NK app to get the most out of their visits. I particularly liked the initiative to have follow-up sessions after implementation.
Conclusion: our customers happy, we are happy…”

About Kenny Wyckmans

Kenny is Marketing manager at d!NK. He joined the company in its early days. Passionate about marketing & digital communication, Kenny keeps the pulse on d!NK’s market. He is in daily contact with d!NK’s customers and prospects to understand their sales interactions and detect opportunities for d!NK to improve the sales effectiveness. An entrepreneur at heart, Kenny founded his webdesign agency in 2006 while still at school.

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