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LiveConnect Campaign
Sales force cross-channel change management campaign

Challenge: A global pharmaceutical company was in the process of developing a simplified sales force automation tool for their sales reps in the field. These sales reps had experienced other failed efforts to update and/or change their technology experience, so resistance and skepticism was high. In addition, taking them out of the field for any kind of training was cost-prohibitive.

Solution: The research team traveled to the sales reps to interview them and observe their interaction with their current SFA tools in the field. Based on these observations we developed a multi-channel communications campaign to raise awareness. I developed training materials and a user manual to facilitate self-instruction. Timing of the training was coordinated with the awareness campaign to further ensure adoption.

Role: Strategy,development of training manual design and content, and direction of copywriter and design team