Roll out toolkit

Training courses in Club Bayer are one of the main pillars that provide value to users. The eLearning functionalities for pharmaceutical profiles are one of the competitive advantages for users.

As many as your needs, as we try to work with a flexible framework. Some localization are contents you want to localize from current existing assets, from new contents you may need to create from scratch or from exiting market contents you want to adapt to the current formats. To do so, they have created a template that you can fill in with your needs as a brief.

The full Toolkit of Trainings for Club Bayer exists and is constantly updated in the My Trainings page. This toolkit is growing every day with new contents, new categories, and new formats that you can include in your plan.

To create your wishlist, the Trainings Wishlist Briefing has been created. You can fill in with your needs as a first brief or if you have new needs for training contents. You have to send it to Anna Casals and Fahlon Cárdenas from the KingEclient team.

The trainings have to come with a series of information that with KingEclient we will be filling together in the  template of the trainings. In this document you will see that title, description, image, quiz questions and answers and other information is needed so that the CMS team can carry out with the upload of the content.

This is the assignation of points -which are equal to euros- into each action of the user. These points will afterwards be redeemed by products in the catalogue, so it is a direct incentivization with products to users. This implies the full plan of the country to allocate the total budget of the incentivization. In Spain, we are only able to incentivize with points to from contents and actions only related to Food complements, cosmetics, and medical devices.

To do so we need:

• Total budget: local total budget per wave 1 & per year for each market. This is the total expenditure on incentivization the country is expecting to be delivered to users. 
• Points = 1€: This is the specification of how many points are equal to 1€ of incentivization. In Spain, 200 points = 1€ and the points allocated in each training, challenge, and reward in the catalogue.
• Estimation of contents with points: these are the contents in which we directly incentivize with points. In the future, apart from assigning points to contents (trainings, challenges, others..) we will develop to deliver points for actions (inviting a user, checking information, spending time in the site...)

To develop this points program in Spain we developed a Business Case which can serve you as a template. You can find this in the document Business Case Incentive Program in Teams. Now, this is a bit outdated with the current implementation, but it serves as the first approach for the countries.

This is the soft incentivization of actions of the user. This is a recognition of expertise that we give to users for performing and consuming contents in the site. You can find more information of My Medals in the global site. Users can download a recognition diploma for each category of expertise.

To design this Medals program, we need the specification of:

• Medals - Do we want as many medals as categories (tags) on the trainings? Or do we want to only have medals program for some specific categories? In Spain, we are implementing medals for only categories that are about Medication without prescription. 
• Medals names - We have to specify how many medals do we want per each category (we have conceptualized 5 in Spain, for example) and which names do we want to call them (in Spain we set Professional, Advisor, Specialist, Expert, Master)
• Levels - The idea here is to specify how many levels do we want per each medal. In the global site, you will be able to see that we have specified 10 levels per medals. With 5 medals in total, we would be dealing with 50 levels to be assigned to the total of trainings of a category. 

The idea of this is to think on a logic that does not get the user to achieve the top medal in the first month of performance in Club Bayer, but to think in a long term Medals plan to keep the recognition program ongoing. If in one year they can achieve the Top medal, we can grow by adding more Medals (setting a 5th or 6th medal, following the example). 

For all the trainings & challenges that want to be created, the content team needs some information that is compulsory for the creation of those. Most of the things are content-related and you will be specifying it with the trainings content localization team, but some are regarding the incentivization:

• Points per asset
• Medals per asset
• None (no incentivization)

To do so, you can start building the template of the trainings to fill in all information required per each. Please ensure that this is aligned with Legal and Regulatory in Bayer so that we do not encounter any inconvenience and we anticipate if any changes are required. Also, some countries support themselves with the Sales Operations teams to have the commercial background and expertise. 

GTM materials we have created for the Spanish Launch can be localized for each country. These can be found in the Teams folder and include:

• Welcome newsletter: email in which we introduce them to Club Bayer and encourage them to join. We install a list with a different token per each pharmacy, so the registration is pre-filled, and we avoid errors in the pharmacy selection.  
• Welcome box: physical box sent to users with several materials inside:
  • Leaflet self-registration: as we are permitting users to perform two types of registration (from invitation from owner or autonomous registration) here is a step-by-step. 
  • Product Catalogue: a small book with the list of products that are in the catalogue. Here are the Spanish products (digital and physical) but those must be customized by the products in the catalogue per country. 
  • Presentation Leaflet: leaflet presenting the main functionalities of Club Bayer. 
  • Welcome letter: welcome letter from the Christian, the Head of Customer in Iberia, which welcomes them to join and signs them. This can be formatted from different countries leaders. 
• MAC: 1-page introduction to the Club Bayer and promotion training to be made. 
• Sales phone material: material for Sales phone Customer service to have on hand to sell Club Bayer and guide users to register. 
• Manual of use: a complete manual of use for Sales representatives in which we explain to them all the step-by-step of the onboarding of users in the solution. Also, this is a guideline for them to explain the trainings, challenges, catalogue and main functionalities and specifications of Club Bayer. 

The next step should be selecting which materials would you be interested in, see if any changes are required, and translate them together with the Web content. 

The launch in Spain was escalated and taken over in phases:

• Wave 1 – Pilot launch: the closest pharmacies to Bayer Spain was selected and the sales reps approached and presented the Club Bayer solution to them. They got a user and we collected feedback on the functionalities, content, and general testing.
• Wave 2 – Exclusivity launch: a selection of pharmacies from Bayer (in this case Platinum and Gold pharmacies) were sent an Exclusivity newsletter to their owners and visited by the sales rep.
• Wave 3 – Official Launch: the official launch was done when the Welcome newsletter was sent to all the visited pharmacies in Club Bayer. There, owners received the newsletter with a token, and other members of the pharmacies were welcome to register from an invitation from the owner or from the live site registration page.

A full Customer Service support was installed consisting in:

• WhatsApp and Phone support to sales representatives. We guide them in their visits and supported them if any problem or question emerged during the registration of the members of the pharmacy.
• Email support to answer to users contact forms. An email monitorization and Q&A is made to users to solve doubts, suggestions, or problems they encounter.

• Analytics Dashboard: an analytics report has been created including: Web performance with the web data that we extract from Google Analytics from the Spain site, and Business performance with the data we have from Drupal about users, challenges, points... Here you can see an example of the Dashboard in October in Spain, which as we are in the launch this is updated weekly.
• Maintenance & dynamization: the website dynamization of contents, trainings, challenges must be done updating the highlights in the homepage. Also, the communication through emails and newsletters is made to push users to enter the Club Bayer and to engage them into the activity.

Pharmacy Engagement Solution Roll Out toolkit document