Pfizer’s nutritional consumer division, Pfizer Nutrition, intended to launch a premium baby formula brand and, as part of the global launching plan, all Detailing for this product was to be conducted digitally via an iPad application. The task was to develop a global Detailing application that could be translated into multiple languages while being flexible enough to able to be used by reps around the world.
Preliminary user research indicated two key insights: There was a wide gap of digital knowledge and level of usage of smart devices between the two main users, management and field sales reps, and amongst country and regions. Regions and countries conducted sales very differently based on local cultures and idiosyncrasies. A content audit revealed that while the information needed to be the same for everyone, how that information was to be presented and used varied greatly from country to country, including how the brand needed to be manifested. Rather than a ‘one size fits all’ approach, a system with a clear set of constants and variables and an adaptable infrastructure for use across multiple groups was recommended.
The application was designed to be modular so it could adapt to meet the needs of a user based on the country and language in which they operated. The application had two levels of complexity, a Basic level and an Advanced level. For more sophisticated users, especially managers, the application provides access to additional features and metrics; for the sales rep who was not as familiar with digital products, the application basic features and functionality. The intention was to have all users be familiar with the Basic level and, eventually, as they became more comfortable with the application, move them to the Advanced level. Ultimately, the Basic level would be used as a training tool and the Advanced level would become the actual application for everyone to use. The application includes informational videos, games, surveys, and data infographics.