UX Case Study · Product Design · Healthcare B2B
© UX Case Study · Medtech Sales Companion · Medze
The central question framing every design decision in this product.
How might we help Medze sales representatives maintain customer context across multiple hospital visits so they can schedule, prepare for, and follow up on meetings more effectively?
Stakeholder analysis of the Medze field sales workflow surfaced three recurring pain points that break customer relationship continuity and reduce meeting effectiveness.
Pain Point — 01
Reps lack context on what was discussed, promised, or escalated in earlier visits. When a different rep handles the follow-up, the customer is forced to repeat themselves — damaging trust and wasting time on both sides.
Pain Point — 02
Reps do not always know which product, service, or solution is most relevant to the customer’s current needs. Without account intelligence, they arrive with generic pitches that miss the stakeholder’s actual concern.
Pain Point — 03
Action items are not consistently captured, assigned, or tracked after meetings. Commitments made to HODs, procurement, or finance fall through the cracks — eroding credibility and stalling deals.
Stakeholder types per hospital account
Months in a typical healthcare sales cycle
Of rep time lost to administrative overhead
Shared account memory between visiting reps today
Every hospital account involves multiple decision-makers with different priorities. The application helps reps modulate pitch, documentation, and follow-ups based on who is in the room.
| Stakeholder | Primary concern | Rep must know | AI assist |
|---|---|---|---|
| HOD / Surgeon | Clinical outcomes, device reliability, patient safety | Product-clinical fit, usability history, open complaints | Clinical talking points |
| C-Level / Admin | ROI, long-term partnership, vendor credibility | Strategic value, contract status, relationship history | Executive brief |
| Procurement | Pricing, compliance, vendor comparison, timelines | Quote status, negotiation stage, required documents | Quote & doc checklist |
| Finance | Budget, payment terms, total cost of ownership | Approval dependencies, payment concerns, budget cycle | TCO comparison |
| Biomedical | Device uptime, maintenance SLAs, service response | AMC status, open service tickets, installation history | Service history pull |
The application is structured around the meeting lifecycle, not isolated tasks. Every action feeds forward into the next rep’s context.
Each screen shows the desktop view (left) and the mobile view (right) simultaneously. Mobile is the primary context for reps on the move — layouts are designed mobile-first then expanded for desktop.
Desktop view
Mobile view
Prep status percentage appears on each meeting card, giving reps an at-a-glance readiness check before stepping into the field. The AI alert surfaces the highest-priority pre-meeting action.
Desktop view
Mobile view
The prep status bar in the header shows how ready the rep is for their next meeting at this account. Each stakeholder card shows their role in the decision — champion, gatekeeper, blocker, or influencer.
Desktop view
Mobile view
Circular progress rings surface at-a-glance readiness per meeting. The 6-item checklist: AI brief, talking points, risks, documents, stakeholder profile, previous notes. Color-coded: green (ready), amber (in progress), red (not started).
Desktop view
Last discussion: maintenance delays and AMC renewal. Procurement awaiting revised pricing.
Open Points to discuss: HOD concerned about device downtime. Recommended focus: acknowledge service issue, share updated maintenance plan, confirm procurement timeline.
Documents to carry:
Mobile view
Last discussion: maintenance delays and AMC renewal. Procurement awaiting revised pricing.
Focus: acknowledge service issue, share updated maintenance plan, confirm procurement timeline.
Directly mirrors the screenshot: AI brief card with blue border, open points checklist with priority badges (High Priority / Medium), and pre-req documents with status (Ready / Pending). The prep status bar in the header shows 83% for this meeting.
Desktop view
AMC renewal terms discussed. HOD satisfied with new SLA. Acknowledged Cath Lab downtime — escalation committed for this week. Procurement wants revised quote by Friday. Competitor Stryker mentioned.
Pricing higher than Stryker by ~12%. Need stronger ROI comparison for CFO.
CFO Priya Agarwal is the key blocker. Stryker threat real. Prioritise ROI deck before next visit.
Mobile view
AMC renewal. HOD satisfied with new SLA. Cath Lab downtime escalation committed. Procurement wants quote by Friday.
Voice-to-text reduces friction for reps in the field. Commitment checkboxes use the same style as the pre-req documents checklist — visual language is consistent across the app.
Desktop view
“Dear Dr. Ramesh, Thank you for your time today. I will share the revised AMC proposal by Friday and ensure the Cath Lab service ticket is escalated today. Looking forward to arranging the Finance and Procurement follow-up…”
Mobile view
The closing loop. AI structures notes into tasks with owners and deadlines, generates the next rep’s handoff brief, and drafts a follow-up email. One button confirms everything.
Every AI suggestion is editable, source-linked to prior notes, and requires human confirmation before reaching the customer or CRM.
| Phase | Rep’s need | AI intervention | Guardrail |
|---|---|---|---|
| Schedule | Know whom to meet and why | Suggests best stakeholder, agenda from prior notes, flags unresolved issues, drafts meeting invite | Rep confirms before sending |
| Prepare | Get account context in under 5 minutes | Generates full meeting brief, talking points, predicted objections, risk alerts, documents checklist | Source-linked to prior notes |
| Capture | Log notes quickly post-meeting | Transcribes voice, structures into fields, extracts commitments, detects sentiment | Rep reviews before saving |
| Follow-up | Assign and track actions clearly | Creates tasks with owners and due dates, recommends next best action, drafts follow-up email | No auto-send without rep approval |
| Handoff | Next rep walks in fully briefed | Auto-generates handoff brief, updates account timeline, flags role-restricted fields | Manager controls sensitive fields |
Every meeting must build on the last. Shared account memory ensures no rep walks in cold and no customer repeats themselves.
The rep gets a clear, actionable account brief in under 5 minutes before walking into a hospital — not after 45 minutes of CRM digging.
Post-meeting notes automatically update tasks, account timelines, the CRM, and the next rep’s handoff brief. Log it once.
AI surfaces context and reduces administrative load. The rep stays in control of all final decisions, communications, and CRM updates.
KPI → Avg. prep time per meeting (target: <5 min)
KPI → % of meetings with prior brief loaded
KPI → % of tasks completed by due date
KPI → Avg. prep % at meeting time (target: >80%)
KPI → Avg. days per sales stage
KPI → Stakeholder satisfaction score per account
