As is often the case in technology rollouts, the features and benefits of a large pharmaceutical company’s new Customer Relationship Management (CRM) solution would not alone guarantee rapid adoption and sustained use.
For a successful rollout, the company needed to reach a largely mobile work force with a compelling case for change that positioned the platform as a business solution to benefit patients and not just an IT tool. It had to engage employees – many of whom had never used a CRM system before – across multiple businesses and roles. It also had to acknowledge and address frustrations with the legacy solution in a way that engendered trust and shared belief.
Developed and executed an integrated communication plan to support a successful deployment and sustained use of the solution:
- Focused planning and resources on the areas of greatest people risk.
- Identified and drove key employee behaviors critical to success.
- Used peer communication and endorsement to drive buy-in, including spotlighting pilot participants to ask them to speak to the reality of adopting and using the system.
- Took advantage of existing meetings and gatherings, channels and vehicles to deliver key content and create experiences.
- Armed leaders to reinforce the deployment and active application of the system’s capability.
- Adopted a candid, light and humorous tone to cut through the clutter.
- Created content suited to receiver behaviors that could be consumed quickly and
on a mobile device.
- Business leaders used communication toolkits to successfully engage their teams.
- Interactive experiences at stakeholder gatherings whetted user appetite for the new solution.
- Aware and activated workforce tapped into communication that was simple, shareable, and focused on business value:
- A consistent drumbeat of stories and resources.
- A microsite accessible by all.
- Engaging videos that inform and amuse.
- Clear and easily understandable infographics.
- Amusing and effective video series that struck a funny bone in a way that didn’t overshadow the business purpose.