The life sciences industry thrives on innovation. But getting those cutting-edge drugs, devices, and reagents from the lab to the customer requires a well-oiled machine – especially for field applications. Field teams are the bridge between the lab and the real world, ensuring companies understand and can leverage new technologies. Yet, managing these vital teams comes with its own set of challenges.
Here are some of the biggest hurdles life sciences companies face in field application management:
Legacy Technologies: Many companies rely on software that's clunky, inflexible, and difficult to integrate with newer technologies. These outdated systems can hinder data collection, reporting, and overall workflow efficiency.
Data Disparity: Siloed information across Customer Relationship Management (CRM), training modules, and reporting tools makes it difficult to get a holistic view of field activities. This can lead to inefficiencies, missed opportunities, and inaccurate performance tracking.
Metrics Maze: Measuring the true impact of field applications can be a challenge. Traditional metrics may not capture the nuances of field team interactions with customers. Without clear and comprehensive performance indicators, it's difficult to identify areas for improvement and optimize field team effectiveness.
Disconnected Teams: Life science companies often have geographically dispersed teams. Without proper communication tools and collaboration platforms, knowledge sharing and consistent messaging become major obstacles. This can lead to inconsistencies in how products are presented to customers.
How to Overcome the Obstacles:
Implementing modern field application management solutions. These cloud-based platforms can provide a central hub for data, streamline communication and collaboration, and offer up-to-date training materials. Additionally, by focusing on metrics that capture the true value of field team interactions, companies can gain valuable insights to optimize their efforts. Consider these categories when designing your metrics:
Pre-demo, demo and sales conversion metrics.
Efficiency metrics, like average length of the visit or first-call resolution rate.
Customer satisfaction, satisfaction score, number of complaints etc.
Collaborative platforms and access to knowledge. Field application teams can reap a wealth of benefits by leveraging knowledge and collaboration:
Centralized Knowledge Base: A single source of truth for product information, competitor comparisons, and best practices equips teams to answer customer inquiries with confidence.
Peer-to-Peer Knowledge Sharing: Platforms can facilitate discussions, document sharing, and mentorship programs, allowing teams to learn from each other's experiences and insights.
Collaborative Selling: Teams can co-create presentations or consult with colleagues on complex customer challenges, leading to more effective sales pitches.
Equipping your field application team with the right resources and fostering a collaborative environment can unlock their full potential. But implementing these changes can be complex and time consuming.
At BioCustomer Support Solutions, we offer a wealth of experience in optimizing field application operations. We can help you identify the best knowledge resources and collaborative platforms for your needs, develop effective training programs, and implement strategies to drive team success. Let's work together to empower your field team and achieve your business goals. Contact us today for a free consultation!
Global Customer Support & Service Leader
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