Bausch & Lomb: Building sales aids that sell
Kieron Mathews and Siva RajKadence International and Bausch & Lomb
Summary
Detail Aids are short 'Product brochures' that Pharmaceutical Sales Reps use to explain their products to Health Care Professionals. The Detail Aid test has become a mandated process and less of an inspirational insight tool. However Kadence International USA has developed a new methodology to test and improve Detail Aids, in conjunction with Bausch & Lomb. This method is based on three pillars that have revitalized Detail Aid testing: 1. The Detail Aid is tested in its 'natural habitat' by...