Case Study

Johnson & Johnson Global Marketing Team

October 26, 2020

Key Takeaways:

  • Johnson and Johnson’s sales team needed a way to meaningfully connect with busy clients.
  • Hectic industry conferences were an inefficient format for relaying important material to doctors and differentiating J&J from competitors.
  • Through AIMeCAST, J&J’s clients can engage with a wide variety of educational and promotional material on their own time.
  • AIMeCAST helped J&J increase efficiency and engagement in sales, allowing sales reps to focus on the most interested clients and track client interaction through detailed analytics.
  • Platform usage increased 425% since inception
  • In a fast-paced technological world—especially one currently confronting the COVID-19 pandemic—there is no better time to harness the power of technology to improve sales strategy.


THE PROBLEM

Johnson and Johnson’s marketing team faced a company wide problem. As one of the largest distributors of orthopedic products in the world, connecting with customers was the backbone of their strategy. They prepared comprehensive marketing materials, equipped their sales reps with the training they needed for success, and had a global network of doctors interested in their products. The problem? Their customers—mostly orthopedic surgeons—ran on schedules that made complex sales nearly impossible.

OLD WAY OF DOING BUSINESS

Before AIMeCAST, J&J frequently sent sales reps overseas for short visits, hoping to pitch their services to surgeons in less than a day. Hours of travel came down to one meeting, where sales reps would give prospective doctors piles of information, hoping their message would stick. Clients would often lose interest quickly, and at larger conventions, customers were bombarded with a constant inflow of information from companies from around the world. Most importantly, J&J was working with some of the world’s most “time poor” clients. The high-stress nature of surgery left little time to review information from sales reps. Hamish, a former Global Marketing Director at Johnson & Johnson, called this model “a wasted effort.”


“Hours of travel came down to one meeting, where sales reps would give prospective doctors piles of information, hoping their message would stick.”


Much of J&J’s time and resources were being spent attempting to close sales in this ineffective format. The company needed an easier and more accurate way to develop relationships and close deals.


HOW AIMECAST SCALED 425% WITHIN THEIR ORGANIZATION

Hamish found AIMeCAST in his search for a more efficient way to connect with clients. The initial pilot, which allowed surgeons to view promotional materials on their own time, presented information through a variety of digital mediums, and gave surgeons access to engaging educational content.


“The initial pilot, which allowed surgeons to view promotional materials on their own time, has grown 425% since J&J first signed on with AIMeCAST.”


In Hamish’s words, “It just kept growing and growing.”


AIMeCAST helped J&J’s marketing team transition from a time-consuming sales strategy that often bore few fruits to an interactive, impactful experience. Instead of flying halfway across the world for a short pitch to prospective clients, J&J sales reps can now cater to each individual client with ease. When presented with information through J&J’s platform before a symposium, 100% of doctors engaged with pre-symposium material, spending nearly an hour with the content on average.


“AIMeCAST helped J&J’s marketing team transition from a time-consuming sales strategy that often bore few fruits to an interactive, impactful experience.”


AIMECAST’S ANALYTICS TO DRIVE SUCCESS

Most importantly, AIMeCAST’s data analytics gave J&J vital information about which potential clients were engaging most with the company’s resources. After the same symposium, 80% of doctors engaged with additional material through the app, with many continuing to engage in the weeks that followed. This allowed J&J’s sales reps to follow up directly with the clients most interested in their products, cutting out unnecessary pitches, conversations, and expense. Before working with the AIMeCAST platform, J&J barely communicated with their doctors after an event. Now, on-going engagement and communication is a hallmark of their business model.



INCREASING FEEDBACK AND SURVEY RESULTS

Additionally, AIMeCast provided a more efficient method to receive overall feedback on the products that the sales reps were pitching through the use of surveys. With our multimedia podcasting engine, JNJ was able to deliver surveys to their clients all within one platform. The best part? All of it was happening in real-time!


Before the use of AIMeCast, the response rate on surveys sent out to potential clients to gather feedback was extremely low as only 5% participated and 3% completed the surveys to its entirety. After conveying the surveys directly through the MedJ Platform, 93% of doctors filled out and completed post-course surveys, a drastic increase from what Hamish has seen in previous years.


“The efficiency of our communication was amplified exponentially,” Hamish says.


“We used to have a lot of issues communicating. Where I sit is three or four levels before you get down to the salesperson and they’re the ones communicating with the customer,” he says. With AIMeCAST, “Having direct communication, you’re bypassing all of the confusion.”

WRAPPING THINGS UP

Today, AIMeCAST’s digital solutions continue to power J&J’s marketing efforts. In Hamish’s words, AIMeCAST “was there right in front of us.” As for the difference in sales, “It was night and day.”


AIMeCAST’s platform allowed J&J to form relationships, build trust, and educate customers on their own time. In a fast-paced technological world—especially one currently confronting the COVID-19 pandemic—there’s no better alternative. Now, more than ever, it is important for companies to leverage the power of technology to power effective sales.


As Hamish says, “This is the perfect tool at the perfect time that can give you a great head start on enhancing communication.”



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