According to research conducted by the São Paulo Medical Association (APM), 65% of Brazilian doctors use WhatsApp as a means of service and consequently for updates with the pharmaceutical industry. The vast majority of these doctors prefer to receive content nuggets through this communication channel.

On the other side of this story, sales representatives already use WhatsApp to communicate with doctors in the prospecting of their product lines, but in an unofficial manner and without any company governance for which they work.

The lack of visibility and governance of this communication obviously brings clear risks to the company. We can cite some of the most relevant:

• violation of internal policies;

• noise in official communication;

• variability in service level;

• less professionalism and low performance.

In tune with this demand, some solutions are beginning to emerge in the market that provide a broad visualization of this corporate communication via WhatsApp, enabling the official use of this main messaging app in companies.

Such is the case of the tool Zapper, for intelligent monitoring of corporate WhatsApp conversations, to measure the performance of sales teams, and also ensure compliance in this communication.

Here in this post, we present the main functionalities of this tool and some results already achieved through its implementation in companies in the pharmaceutical industry.

1) Governance of sales representatives' conversations based on internal Compliance policies

The manager will receive instant alerts for suspicious messages, based on Compliance policies and pre-established rules in the tool, and will manage risks in employees' WhatsApp conversations, preventing larger problems for the company.

2) Performance tracking of the sales force through an interactive dashboard

The tool offers a dashboard that displays real-time statistics on the performance of sales representatives for the company's marketing campaigns via WhatsApp.

Some of the KPIs that are measured:

• Reach, frequency, and efficiency of campaigns;

• Performance by representative;

• Individual risk percentage;

• Custom reports for all indicators.

3) Storage and backup of corporate conversations

All messages and files exchanged in the company's WhatsApp conversations will be saved in real time and securely stored in the cloud, for the exclusive use of the manager, who will have access to a search tool in the interface for advanced information searches.

Some results have already been achieved after the implementation of the tool in some pharmaceutical companies. They are:

• Efficiency 3 times higher for invitations to webinars and promotional content sent via WhatsApp compared to email 1-1.;
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• 80% reduction in the company’s reputational risk due to violations of Compliance policies;
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• Greater focus on doctors with high potential, and increased Efficiency;
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• Guarantee that representatives use only materials approved by the company.

  
  

All this is done through a simple, fast, and scalable implementation.

The best business strategy will always be to listen to the pains and demands of your client, and ensure an agile and secure solution. The pandemic has added even more urgency to the need for the pharmaceutical sector to formalize the use of Corporate WhatsApp for its sales force. It was by listening to these demands that the Zapper solution was developed.

For any support on this journey or a request for a quote, just get in touch with the specialists.