|
|
Sales of our product are flat in the West and Mid-West. What's the problem?
A major pharmaceutical company used Meridia
Audience Response to poll physicians during a series of symposia over a
one-year period. One of the questions asked of the audience addressed
the chief concern of doctors when prescribing heart medication.
Throughout the series of meetings, the most
popular response from the physicians was that the effectiveness
of the product was their chief concern.
A few weeks after the final symposia, the
company conducted a meeting with regional sales representatives and once
again used Meridia's service to get instant feedback from the sales
representatives. During the meeting, some of the same questions from the
symposia were asked.
However, the sales representatives were also
asked how they thought the physicians answered. One question in
particular received special attention. The sales representatives
responded that they were sure the chief concern of the physicians was
side effects when prescribing heart medication. When this result
was displayed, the regional sales director halted the meeting, took the
stage and revealed that--according to the symposia
results--effectiveness was most important.
By using the Meridia Audience Response system at
both the symposia and the sales meetings, the sales director was able to
steer the focus of sales representatives toward the most important
concern of the physicians.
|
"...steer the focus of sales representatives toward the most
important concern of their customer."
|
Meridia Audience Response Home Page
|
