Introduction

• Pharmaceutical companies use a product promotion dynamic where the sales representative is one of their main assets. The representative visits medical offices to promote new medications, with the objective of convincing doctors that the new medication is the best option for treatment.

• But how do you convince a doctor who has been treating their patients in the same way for many years to use a new medication they know little about and have little information about its efficacy?

• And could there not be a faster and easier way to train sales representatives and, at the same time, inform doctors about new products in a more dynamic and less invasive way?

• Thinking about these points, the company created an MVP for an on-demand video platform, where doctors who used these pharmaceutical products in their patient treatment could share their case studies with the medical community. These videos would be an additional tool for the work of the sales representatives.

• Our challenges in this project were:

• 1. Validating the need for this product in the market;

• 2. If validated, starting a conversion optimization project so that it could be used on a large scale by the medical community as a new way to obtain knowledge.

Approach

1. Validate the product need and discover the product Persona. For this stage, I conducted several interviews first with stakeholders so that I could establish a starting point: What is the client's vision of the product? Is this vision the same as that of the supposed users? And what idea do the stakeholders have of the users? Does it correspond to reality? The next step was to interview a base of doctors from different specialties to understand their behaviors regarding when they update themselves. What kind of content do they consume? From which sources and why?

2. Platform optimization process With the validated market demand and personas, we moved on to the process of optimizing the platform. Here the challenge was divided into two parts: the platform was very new and not widely known, so it did not have a very relevant traffic to perform AB Tests and Personalizations. The first step was to work with the marketing team on promotion actions and test different approaches to the homepage, with the aim of increasing the number of registered users on the platform.
    

During the study of personas, I discovered that there were two types when it came to ways of updating and types of content:

We used these variations of the main Persona as a basis for making customizations to the HomePage. There was one homepage version for variation 1 and another version for variation 2.

• Now, thinking about optimization for users who were already part of the platform base: In order for us to personalize pages more accurately, we needed to collect more information about the channel's user base. This way, the strategies would become increasingly aligned with the profiles.

• With this in mind, we used a survey via Hotjar to understand more about user behavior

• As a next step, I sent questionnaires via email, as we were looking for interaction not only with the Lilly Play user base, but with Eli Lilly as a whole.

• The goal was to understand more about the behavior of people who were not yet using Lilly Play, in order to bring them to the registration page.

• The questionnaire gave us more information that we could include in the database and collect information and insights about behavior that we used in email marketing campaigns, customizations, and AB tests.