Case Study: EMD Serono | Veeva Interactive Visual Aids
How to transform Visual Aids into interactive and effective experiences.
In partnership with leading healthcare agency Brick City Greenhouse (BCG), Competitive Edge was tasked with elevating the sales-representative-to-HCP dialogue for pharmaceutical leader EMD Serono. We spearheaded the end-to-end creation of a new suite of interactive Visual Aids (VAs) on the Veeva platform, transforming the BCG project into a dynamic and engaging experience.
/ The Challenge
In today's fast-paced healthcare environment, sales representatives need more than digital brochures. The standard, linear Visual Aids often fail to capture the attention of busy Healthcare Professionals (HCPs) and don't allow for conversations that can adapt to their specific questions and needs.
Brick City Greenhouse required a technical partner capable of translating their strategic vision into a sophisticated and reliable tool. The challenge was to move beyond a simple presentation and build a truly interactive journey on Veeva that could:
- Boost engagement: create a memorable and compelling interaction, not a one-way monologue.
- Clarify complexity: simplify and animate complex data and scientific information.
- Empower representatives: provide a flexible, intuitive tool that allows reps to navigate conversations freely and effectively.
/ Our Initial Proposal
Competitive Edge proposed a comprehensive, end-to-end development solution designed to create a best-in-class user experience. Our approach focused on transforming the VAs from a passive slideshow into an active conversational tool.
Our proposal encompassed the full project lifecycle:
User-centric
journey (UX/UI):
following the BCG project we delivered an intuitive and seamless navigation flow, allowing reps to easily access relevant information and tailor their presentation in real-time based on the HCP’s feedback and interests.
Engaging
interactivity:
we developed custom interactive modules, including data visualizations and fluid animations, to make the core scientific narrative more digestible and impactful.
Robust Veeva
development:
we handled all technical programming within the Veeva platform, ensuring the final product was not only visually impressive but also stable, fast, and fully compliant with industry standards.
/ Process Overview
Our proven process ensured a seamless collaboration with BCG and a final product that exceeded expectations.
/ 1
Discovery and UX Strategy: we began by mapping the entire user journey, working closely with the BCG team to understand key messaging priorities and user scenarios. This foundational step ensured our design and development were perfectly aligned with the client's strategic goals.
/ 2
UI Design and Prototyping: BCG’s design team created a clean, modern, and on-brand interface. We developed high-fidelity mockups and interactive prototypes to validate the user experience before a single line of code was written.
/ 3
Veeva Development and Animation: this is where the vision came to life. Our certified Veeva developers programmed all the interactive functionalities, data-driven charts, and custom animations, ensuring a fluid and responsive experience on any device.
/ 4
Quality Assurance and Delivery: we conducted rigorous testing across the entire application to guarantee flawless performance. The final, polished package was delivered to BCG for successful deployment.
/ Recap and Conclusion
Through a successful partnership with Brick City Greenhouse, C/Edge delivered a cutting-edge suite of interactive Visual Aids. The static, linear presentation model was replaced with a dynamic, engaging, and flexible sales tool.
Today, EMD Serono’s representatives are empowered with a powerful resource that facilitates deeper, more meaningful conversations with HCPs. By making complex information accessible and interactive, these new VAs enhance message retention, strengthen professional relationships, and provide a clear competitive advantage in the field. The success of this project highlights our commitment to merging creative design with robust technical expertise to build effective digital solutions for the healthcare industry.