Partnering with a local independent healthcare advertising agency, CURTIS Digital created an iPad application for Alcon. Alcon’s sales representatives were provided with a PDF assessment document which helped them identify areas of improvement and additional sales opportunities within eye care practices utilizing Alcon equipment. Sales Representatives go on-site to their customer’s facilities for multiple day long visits where they observed appointments. Reps would complete the internal PDF assessments and turn them into their supervisors in hard copy format. To use the PDF, the sales representative would have to perform complex math calculations to assign a value to the Assessment. There were several challenges with the PDF such as mathematical errors, document loss, and illegibility. By replacing the PDF version with an iPad application, these issues were resolved, while providing additional functionality such as client organization, historical log and access to assessments, and digital submission of data to company headquarters.
CURTIS Digital’s User Experience experts turned the existing five page PDF document into specifications for an iPad application. Within the application sales representatives are able to organize their sales targets by practices, add surgeons and then add assessments.
Each assessment lead the user through a series of questions within key sections (such as Clinical Success, Lifestyle Assessment, Staff Training, and Patient Experience). Within each section the assessment included subcategories and finally several questions with a 1 – 5 value assessment. Additionally, some questions prompted the user for text inputs. At any time throughout the assessment the application allowed sales reps to capture notes. The application organized all notes based on location area of the assessment they were captured in. All notes were accessible to the rep to help them complete the assessment and compare against subsequent assessments.
We worked with the customer to determine the desired calculations and mapped the calculations in each category with company recommendations. These recommendations allowed Alcon to help their reps identify additional sales opportunities and target areas of improvements. Where previously reps would return to the office, complete the assessment, and mail hard copy PDF or PPT assets to the practices, the iPad application provided these documents immediately and allowed reps to email the assets to the doctor immediately.