Janssen-Ortho Gets Results on The Web
When Janssen-Ortho, one of Canada’s premier pharmaceutical companies, was looking for an innovative way to motivate their pharmaceutical sales representatives, they turned to Commercial Marketing for a unique solution that would encourage sales representatives to achieve revenue targets.
A subsidiary of Johnson and Johnson, Janssen-Ortho is a leading research-based pharmaceutical company focusing on key therapeutic areas that include psychiatry, women's health, oncology, and infectious diseases. They have been servicing the Canadian healthcare industry for over 50 years.
Commercial Marketing is a Top 25-ranked provider of promotional and specialty advertising products and services by the Promotional Products Association of Canada (PPAC). Our innovative solutions have helped blue chip, multi-national companies to achieve their promotional marketing objectives since 1987.
Janssen-Ortho chose Commercial Marketing to build and administer their sales incentive program due to their ability to deliver creative, turnkey solutions from a single source.
A Trial Run
Commercial Marketing based the current program on a previous sales incentive project they created and administered for one of the Janssen-Ortho brands. The short-duration incentive program allowed participants to view prizes over a custom-branded, secure website. Participants were given access to the website to view prizes that became available to them as they attained pre-determined sales targets. When a representative reached a target they were instructed to email their prize choice to Commercial Marketing. Commercial Marketing handled prize redemptions and products were shipped directly to the participant.
The success prompted Janssen-Ortho to take this concept to the next level.
Program Objectives
In order to effectively motivate sales representatives over the long term, Janssen-Ortho required that Commercial Marketing deliver a solution that would provide:
- High perceived value
- Excitement for the participant
- Minimal administration
Commercial Marketing proposed a web-based points program that was strategically designed to motivate sales reps to achieve pre-set sales targets while minimizing administrative time and costs to Janssen-Ortho.
The Solution
Commercial Marketing chose a web-based solution because of the Internet’s ability to generate excitement through interactive, real-time product viewing, points tracking and merchandise redemption.
The secure, custom-branded website allows participants to log on and:
- Track points
- View merchandise
- Redeem points for merchandise
- Update user information
The concept and creative for the site was supplied by Commercial Marketing in collaboration with Janssen-Ortho. The site uses shopping cart functionality that is integrated with warehousing and fulfillment systems in order to provide streamlined service. Under the agreement, Commercial Marketing performs website updates, tracks points, warehouses and fulfills orders from their Toronto-based warehouse.
How it works
The Commercial Marketing incentive program uses a similar points-based concept to the highly successful Air Milesä consumer loyalty program.
Janssen-Ortho sets sales targets for each representative participating in the program. As milestones and targets are reached, points are assigned, and the information is uploaded to the website. The sales representative is automatically notified via email that their points have been updated. As users accumulate points, they use them to purchase merchandise online. The merchandise is then fulfilled by Commercial Marketing and shipped to the participant directly.
Challenges
The project presented a number of unique challenges, including goals to:
- Develop a modern, user friendly, custom-branded website within budget in less than four weeks
- Supply products with high perceived value within tight budget constraints in order to motivate sales reps to utilize the program and to meet sales objectives
- Develop a multi-stage program that allows reps to redeem or bank points at various stages
Commercial Marketing was able deliver on these objectives due to their use of premier web technologies, their ability to source product worldwide, and their staff’s dedication to delivery of quality service.
A Success Story
The program launched with an email announcement to Janssen-Ortho sales representatives. Almost immediately the majority of reps had successfully registered online, and only two weeks after its launch, Commercial Marketing was fulfilling orders.
According to Lindsay Arluk, Commercial Marketing account executive for Janssen-Ortho, “The feedback from Janssen-Ortho has been extremely positive. They love the look and feel of the site, as well as the ease with which the program is administered. We are both pleased with the result.”
