I was the first design hire at AcuityMD. When I started the product was evolving from a simple single page app into something much larger.
The Problem Space
- Product Market Fit Will they pay for it?
- Data Mindset “Just give us the data”
- CRM Mindset CRM is a dirty word
Luckily, this one was right almost from the beginning. Most decision makers were previously sales reps themselves and got it right away. “I wish I had this when I was a rep” was a pretty common response. The targeting platform had a lot of value, so while there was still work to do building that out, many of the real problems were further downstream.
Solution
- Early sales success to validate targeting platform
- Expanding targeting to more than just doctors by target hospitals and health networks
- Expanding to other types of medical devices with different sales processes
- Allow for tracking of the whole sales process, existing customer sales and sales contracts
One of the early issues with some customers was seeing the value of the data but not of the product. They were used to buying data from providers and wanted to know why they couldn’t do the same with us. So it was our job to change this mindset but showing the value of getting our data in the hands of all their employees.
Solution
- Doctor and Hospital profiles with valuable data to help connect and make sales
- Demonstrated reduction in onboarding time for new sales reps
- Continuous data updates and improvements
A CRM is only as good as the data that gets entered. Unfortunately many managers treat them like a micromanagement tool, and the users don’t get any value in spending the time on data entry. So, garbage-in is often the result, leading to unreliable data. Or worse yet, a company spends millions in a tool like Salesforce for it only to go unused.
Solution
- Frictionless sales management with as little data entry as possible
- Tie sales incentives and monitoring into the process
- Move the entire process into a single tool to reduce context switching
- Give managers a clear window into each employees work progress
We focused on the sales rep persona for many of our product initiatives because better business outcomes start at the local level. Typically a national sales director will create forecasts for the year and pass down new quotas. Which is given to regional managers to divvy up for each of their sales reps. And finally the sales reps who are closest to the sales process are left to find some way to hit the number they were given.
If we could get sales reps to provide more accurate and timely information, it could be better used to create more accurate forecasts and greatly help with strategy and planning at both the regional and national levels. To help the sales rep persona we needed a mobile app they could use in the field. To help:
- Know which doctors and hospitals were doing the most volume
- Find connections and ways to get in front of the right people
- Manage their opportunities from prospect through to closed-won
The core of the product was targeting. Here are some of the improvements we added:
- Target Type - We learned early on that different products are sold to different groups. We started with physicians but added hospitals and different networks as well as contracts.
- Case Volume - Allows a user to target based on a specific procedure(s).
- Sales - Allows users to see which targets are already using a product and Opportunity shows how much additional upsell potential there is.
- Quota - Lets the sales rep and his/her manager see progress against their quota and how many more targets they need to hit their goal.
Visual Design
Along with building out the interface I also have been working on branding, advertising and collateral material. Here are some examples of ads I've created for internal content promotion, events we host or are going to and feature promotion.
Postcards and physical printouts? Yep, even designed a bunch of physical collateral to our sales reps to use and handoffs, booth and signage design and of course post cards and product pages to provide at our booths.
Flywheel
Besides working on the application, advertising and branding I also worked on all the branding and signage for the event we put on each year called Flywheel. Started with the logo and then built out all websites, slides, posters, floor decals, merch, and everything else you could think of.
