Pulse Analytics
2024
Key Decision Makers Tool
Led design of a dashboard that turns scattered people data into scored, filterable profiles that helps pharma teams find the individuals driving prescribing decisions.
Overview
Launching a New Tool
An area of interest within our current tools that receive high engagement from our customers is the “people” data. Our customers use this information to identify key individuals who influence a product’s market share. Recognizing this demand, we saw an opportunity to develop a dedicated, standalone tool to better serve this need.
Through a rapid design and development process, Pulse delivered the Key Decision Makers tool in 2024.
Our Customers
Our customers include Account Directors from pharmaceutical companies, who are responsible for high-level strategy decisions, and field teams who engage directly with the Key Decision Makers (KDMs) in person. Their primary goal is to connect with influential individuals—such as healthcare professionals and physicians—who play a critical role in shaping treatment’s market share and prescribing decisions. By effectively identifying and engaging these KDMs, our customers can drive the adoption of their products in the healthcare industry.
Research & Discovery
User Pain Points
The goal of the KDM tool is to streamline the current way customers track KDMs while standing out from competitors. Currently, identifying the most impactful KDMs is a time-consuming and fragmented process, requiring users to sift through large volumes of data across multiple platforms. Additionally, the lack of detailed personal insights makes it difficult for customers to build meaningful connections with KDMs. This tool aims to help users quickly identify and engage with the most influential decision-makers, maximizing their impact.
Approach
Our main challenge was determining which data points mattered most to our customers and how to effectively consolidate them into a single dashboard. To address this, we began by leveraging existing insights—listing all relevant KDM data points already available in our tools. We also conducted competitive research to identify key features and data expectations, ensuring our solution met and exceeded industry standards.
Potential KDM data points to include in the tool
Competitive research
Final Solution
A Centralized Dashboard
Profile Index
The index view is the core of the tool, displaying all Key Decision Maker profiles along with their influence scores—a measure of their impact on the decision-making process.
Each profile includes key details such as job title, affiliations, and social media presence, providing a high-level summary of the individual.
A filter panel enables users to refine their search, allowing them to quickly target KDMs based on specific criteria.
List view
Table view
Profile Drill-In
The detailed profile view provides deeper insights into each KDM, including their role, title, and connections to influential organizations. The profile also includes a breakdown of their influence score, outlining the specific criteria used in its calculation.
Score Weights Customization
Customers have expressed the need for customizable score weights to better align with their organization's specific requirements. This feature allows them to adjust sub-score weights that directly affect an individual's overall score.
The score breakdown chart will update dynamically based on the inputs in the modal.
Impact
Following the tool’s launch, it secured new client deals and drove growth for the company revenue. Analytics showed strong user engagement with consistent high usage and positive customer feedback.
In the process of building the tool, several new features—such as search and the custom score module—were developed. These additions expanded the Pulse component library, also improved our tools’ functionality, making them more effective for customers. These features and components have been integrated into other Pulse tools.
