Ceturo Pulse CRM and Reporting Platform Design
Pharmaceutical Sales Software Design Case Study: How We Designed Ceturo Pulse, a Customer Relationship Management (CRM) and Daily Call Reporting Platform
Industry: Pharmaceutical · Field Sales · Healthcare Customer Relationship Management
Our role: Solution Architecture, Product Design, User Interface and User Experience (UI/UX) Design
Deliverable: A complete CRM and Daily Call Reporting platform, made up of a mobile app for sales representatives, a mobile app for line managers and a web dashboard for administrators (first version, also called a minimum viable product)
Tools: Figma
Pharmaceutical sales dashboard with territory performance heatmap and doctor coverage map
The one-line summary
A pharmaceutical sales team works in three places at once: the medical sales representative in a doctor's clinic, the line manager travelling between areas, and senior management at head office. Ceturo Pulse connects all three through one shared record of every doctor visit, every free sample and every rupee spent, so managers can see what happened in the field on the same day, not at the end of the month.
The challenge: the work happens in the field, but nobody can see it in time
Pharmaceutical companies employ medical sales representatives who visit doctors, pharmacies and hospitals every day to promote their medicines. Each visit (called a "call" in the industry) can include a conversation with the doctor, free medicine samples, promotional gifts, sometimes an order, and a travel expense claim. In most companies, this is still tracked on paper, in Excel spreadsheets and through WhatsApp messages:
Sales representatives record their visits late or not at all, because reporting feels like extra work on top of the visit itself.
Line managers spend their day phoning their team for updates instead of helping them sell.
Senior management receives reports after the month has ended, when it is too late to fix an area that is falling behind.
On top of that, pharmaceutical sales follow rules that most general CRM software ignores. Sales are divided into small geographic areas called "bricks" (for example, a single neighbourhood of a city). Several sales representatives can share one brick, so a sale has to be split fairly between them. Free samples and gifts have to be accounted for. And every visit needs to be genuine and recorded on time. The goal was never "build a better-looking CRM". It was:
How do you give managers same-day, trustworthy information about work in the field, without making the sales representative's day any harder?
Our approach: follow one doctor visit from plan to report, then design the screens
Before designing a single screen, we followed the full life of one doctor visit: the sales representative plans the month, the line manager approves the plan, the sales representative checks in for the day, visits the doctor, hands over samples, records any order, submits the expense, and the line manager approves it. Each of these steps became a clear status that the sales representative, the line manager and the administrator all see in the same way. That shared record is what keeps the whole team working from the same facts.
We then designed each role around the one question they ask every day:
Role | Their main question | What we designed
Medical sales representative | "Which doctors do I visit today, and how am I doing?" | A mobile app with daily check-in, today's doctor visits, a one-tap "Start Call" button, expenses and personal performance charts
Line manager | "What does my team need from me right now?" | Mobile approval of work plans and expenses, plus each team member's completed visits compared with planned visits
Administrator and senior management | "Where are we doing well, and where is something going wrong?" | A web dashboard with territory performance maps, sales targets, compliance scores and full control over company setup
The solution: five design decisions that make a pharmaceutical sales platform work
1. A sales representative app that starts the day with one tap
The sales representative's home screen opens with a live check-in clock that shows the hours left in their working day, followed by a "Today" list of every doctor they need to visit. Each card shows the doctor's name, medical specialization, clinic address and visiting hours, with a single Start Call button. Performance charts, work plans, expenses and attendance are one tap away, so reporting becomes part of the visit instead of a chore at the end of the day.
Business impact: When recording a visit takes seconds, sales representatives record it straight away, so managers receive accurate information on the same day.
Medical sales representative mobile app with daily check-in timer and list of doctor visits
2. Approvals that fit in a line manager's pocket
Line managers spend most of their time travelling, not sitting at a desk. Their mobile home screen shows exactly what needs their attention: expenses waiting for approval, work plans that are pending or approved, and a "Today's Progress" list showing how many visits each team member has completed compared with how many they planned. On the web dashboard, a sales representative's monthly plan opens as a calendar of every scheduled doctor visit, and expenses open in a review window where each item can be approved or rejected before the total is confirmed.
Business impact: Plans and expenses are approved in minutes instead of days, and managers can notice a team member who is falling behind before the week is over.
Line manager mobile app showing work plans and expenses waiting for approval
3. Sales targets set by product and area, with clashes caught before they cause disputes
In pharmaceutical sales, a target is not one number per person. It is set for each product strength (for example, a 500 mg tablet and a 750 mg tablet of the same medicine are tracked separately), for each month, and divided across bricks that several sales representatives may share. The "Set Team Target" screen shows the whole team under each area manager, lets the administrator assign products and quantities to each sales representative with their percentage share, and highlights a brick in red the moment its shares no longer add up correctly. A separate "Conflict Resolution" screen then shows how a shared brick is divided between territories, so the split can be corrected to exactly 100%.
Business impact: No two sales representatives are credited for the same sale, and no sale goes uncounted. This removes one of the most common reasons for arguments over bonuses and commissions.
Team sales target screen with product and area allocation and conflict warnings
4. A compliance dashboard that shows whether the information can be trusted
Information is only useful if it is accurate. We designed a compliance dashboard that gives every sales representative and every team a score, and highlights the warning signs that matter: a visit recorded far away from the doctor's actual location (detected through the phone's GPS location), visits reported late, visits entered with an earlier date than when they really happened, missing visit notes, missing required details, and visits recorded outside working hours. Senior management can see which sales representatives are at high risk, who repeats the same issues, how the main problems compare with last month, and every flagged visit with its seriousness, distance from the doctor's location and reporting delay.
Business impact: Management can act on a short list of specific problems instead of doubting every report, and sales representatives who do honest work are recognised with clear evidence.
Compliance dashboard with sales representative risk scores and flagged doctor visits
5. Free samples and promotional gifts tracked from the warehouse to the doctor
Free medicine samples and promotional gifts for doctors (such as notebooks, USB drives or medical kits) are a real marketing cost, and they are easy to lose track of. Administrators manage both as stock, with quantities and a minimum level that sends a warning before stock runs out. They then assign specific samples and gifts to each sales representative, and every person's totals stay visible in one list. The gifts overview tracks how much has been handed out against the monthly target, how much of the budget has been used, the return on that investment and any issues flagged. Each doctor's profile also shows the samples and gifts they have received.
Business impact: Marketing spending can be traced down to the individual sales representative and doctor, so the company knows what it gave, to whom, and what it achieved in return.
Screen for allocating free medicine samples and promotional gifts to sales representatives
Beyond the main screens: a complete product, not just a few highlights
The web dashboard alone covers more than 50 desktop screens across 11 sections, alongside the mobile apps for sales representatives and line managers. These include:
Dashboards: an administrator overview (doctor visits recorded, doctor coverage, orders received, samples handed out, expenses and attendance), a territory performance heatmap, a doctor coverage map, product performance and a team ranking table, a manager sales dashboard by city and by brand, and the compliance dashboard
People and teams: employee list, an "add employee" form with job role, territory and monthly targets, registration of each employee's work phone, job roles with access permissions for each section, the company's reporting structure, teams, sales channels (such as doctors, pharmacies and chain pharmacies) and visit locations
Doctors and customers: a doctor directory, an "add doctor" form with multiple clinic locations and visiting hours, and a doctor profile showing sales, samples and gifts
Products: medicines with their different strengths and pack sizes, free samples, promotional gifts, stock assignment to employees, and a product performance view by team and territory
Daily Call Reporting and field operations: daily visit reports, order recording, monthly plan requests, request reviews and expense claims
Employee profiles: sales representative and senior manager profiles with monthly targets, sales by brand, weekly expenses, attendance, appointments, best-selling products and assigned samples
Company setup and data import: the geographic structure of country, province, city and brick, settings for automatic ID codes, and a spreadsheet (CSV file) import that matches each column to the right data field
Secure sign-in: login with an email address and a one-time password sent to that email
Every screen is built from one design system, with a navy-to-blue brand colour, a clear set of colours for each status and a shared library of reusable components. This means developers can build it consistently, and new sections, such as the planned "AI & Insights" area, can be added without redesigning the foundations.
Sales representative profile with monthly targets, expenses, attendance and appointments
The outcome
Ceturo Pulse now has a complete, ready-to-build design for the first version of its pharmaceutical sales platform: a mobile app for sales representatives, mobile approvals for line managers, and a web dashboard that turns daily field work into same-day, trustworthy information for senior management. The same designs were also used in Ceturo's product presentation and free trial offer for its first customers.
Need a sales CRM, field team app or a platform for several user roles? Here's what we bring
Your challenge | What we bring
"Our sales representatives report late and our managers chase them on WhatsApp" | A mobile-first reporting flow where recording a visit takes seconds
"Sales targets and territories cause arguments" | Target planning by product and area, with built-in checks for clashes
"We don't trust the numbers in our reports" | Compliance scores that flag location, timing and missing-information problems
"Our dashboard shows numbers but doesn't help us decide anything" | Dashboards designed for each role that point managers to what needs action today
"Developers keep asking what to build" | Complete Figma designs for every screen, state and user role
Services: pharmaceutical CRM design · field sales and daily call reporting apps · sales territory management · administrator and reporting dashboard design · mobile apps for multiple user roles · software-as-a-service (SaaS) product design · Figma design systems · solution architecture for startups
Let's talk
We help founders and teams turn complicated field operations into products that sales representatives actually use in the clinic, managers use on the road, and senior management uses to make decisions.
Building a sales CRM, field team app or healthcare platform? Book a free 30-minute discovery call and we'll map out your first three priorities.
Case study based on real project work. Full walkthrough available on request.
Related searches: pharmaceutical CRM design · daily call reporting app design · medical sales representative app design · field sales software design · sales territory dashboard design · healthcare CRM design
0 likes · 1 view · Nov 3, 2026
Developed Ceturo Pulse, a CRM and reporting platform for pharmaceutical sales.
