Strengthened information sharing at a biotech giant
Genentech’s sales teams were among the most successful in biotech, but wanted to focus on selling, rather than entering valuable field data for marketing. To help shape their actions without changing their unique culture, I developed a communications strategy that played into their competitive nature, while personalizing the data’s end users. I built an engaging brand for their new CRM system, developed multiple audience-specific communications pieces, and created extensive training curricula. As a result, CRM adoption skyrocketed from four-fold in less than a year.