E-learning by prescription

Engelhard Arzneimittel traditionally maintains intensive and cooperative contact with pharmacies and doctors.

To intensify this relationship, Engelhard offers regular - partly IHK-certified - training courses. With successful participation, pharmaceutical and medical staff can obtain career-relevant certificates and further training points. In addition, product training courses on medicines from the Engelhard portfolio are offered - an ideal package of measures to strengthen the brand awareness of Engelhard products in Germany's pharmacies.

Up to now, the sales and marketing measures were mainly offline, often face-to-face with a low reach at a high personnel cost. In an intensive change process, the medium-sized pharmaceutical company decided to use the potential of digital transformation, to increase the reach of its offers and to further expand its training programme - digitally. This is how the Engelhard Campus was created with SIRUP as the digital lead agency, together with the re-branding of the "Engelhard" brand and the relaunch of the corporate website.

High-quality learning content and individual contact persons
The digitalisation of the continuing education programme for professional groups from the medical or pharmaceutical environment brings with it some challenges. For example, certain content may only be available to persons who have a corresponding professional background and can prove it. For example, new users can use the DocCheck authentication service - very well established in the industry - via single sign-on for portal registration and thus legitimise themselves. Furthermore, the assignment of participants to the individually responsible contact persons at Engelhard is controlled automatically through the API connection to the CRM system Salesforce. This means that very specific attention can be paid to course participants in the Campus without losing the valuable relationship with familiar faces.

The UX design of the learning application is geared towards a fluid and intuitive learning experience and is based on the recently completely renewed corporate design. The learning videos are designed in didactic as well as legal terms tailored for the pharmaceutical industry. Interactive questions allow the participants to check their knowledge and repeat what they have learned. At the end of each course there is a final test, which can also be taken online. Upon successful completion, the participants receive a certificate and can have the training points credited to them. Live webinars and face-to-face events round off the learning opportunities offered by the Campus. Complete courses certified by the Chamber of Industry and Commerce are available as special learning formats.

Incentive marketing with the loyalty programme
To increase customer loyalty, we have launched a loyalty programme for Engelhard that motivates campus users to take courses on Engelhard products on a regular basis.

After successfully completing courses, course participants can take part in market research surveys and receive reward points. They can then redeem the collected points with the incentive service provider Cadooz for small gifts and discounts with the reward partners.

An API interface enabled the simple and flexible connection to Cadooz. Through the standardised interface, we integrate the rewards into the web application.

Further education on the go - the campus app
For a broad and uncomplicated access to the e-learning platform, a special focus was on the development of a native app for iOS and Android. With the app, course participants can easily find their learning content in their daily routine in pharmacies and medical practices, access it offline or repeat it on the go. In addition, they always have the dates of the online or face-to-face events and the certificates they have obtained with them. The app was realised with React Native and makes the web-based learning algorithm available in an optimised way for mobile devices. Extensions with community features are planned so that course participants can exchange information with each other or organise learning groups.