Rethinking Tools For Pharma Reps

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Rethinking Tools For Pharma Reps

  1. 1. RETHINKINGREP TOOLSBest practices for digitally armingthe sales force (again)
  2. 2. I’M LEIGH HOUSEHOLDER@leighhouse DEPTH IN DETAILING MARKETING INNOVATION
  3. 3. LET’S STARTBY TAKING APEEK INSIDE THEPRACTICE…
  4. 4. THIS WAS OUR FIRSTOPPORTUNITY TOFUNDAMENTALLYCHANGE THECONVERSATION
  5. 5. IT WAS SUPPOSED TOIMPROVE EVERY CALL more personal more flexible more effective
  6. 6. UNFORTUNATELY,IT TURNED OUT TO BESOMETHING OF A …
  7. 7. IT WAS SUPPOSED TOIMPROVE EVERY CALL more uncertain more stressful more challenging
  8. 8. SO WHERE DO WE GO FROM HERE?
  9. 9. PHARMA GETSAN iPAD(Actually: Ten of thousands of iPads)
  10. 10. FIRST THINGS FIRST:Rumors of the death of the sales force havebeen vastly over exaggerated•50-75% of physicians prefer to have some contact with reps•That’s right: They want to be detailedKnowledge Networks and Physicians Consulting Network, 2011Business Insights, LTD, 2009
  11. 11. BUT, THEIR EXPECTATIONS HAVEDRAMATICALLY CHANGED Customized to their practice Responsive to the conversation Delivered how and when it’s convenient
  12. 12. THAT’S JUST PART OF THEUPHEAVAL ON THE FRONTLINES
  13. 13. THE TEAM IS GETTING SMALLER(but the sales goals aren’t) 102,000 75,000 REPS IN 2007 REPS IN 2012
  14. 14. THE LANDSCAPE KEEPS CHANGING (with new rules at every turn)Last year, ZS Associates reported that the number of docs who would seemost reps dropped significantly and the number who refused to see mostreps increased by half. REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS 20% 50%AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
  15. 15. THE WINDOW IS EVER SHORTER Today, only 7% of sales calls are longer than 2 minutes Your opportunity will end in:Based on Canadian Study, Arcus/B.C. Medical Association, 2011
  16. 16. AND, THE C-SUITE IS SHAKINGTHINGS UP, TOO Moving to a paperless workforce Slashing print budgets and turning to digital tools Knighting new kinds of reps Increasingly looking to connect docs with their peers (Finally) really putting data to work With more sophisticated CRM and personalization
  17. 17. ENTER THE iPAD: Thank you, Steve. (For changing our world)
  18. 18. ADOPTED BY SALES TEAMS AROUND THE WORLDFirst Word, 2011
  19. 19. REMEMBERED BY PHYSICIANS IN THE PRACTICE 1:2 physicians say they have received a detail on an iPad or similar tablet Brands whose tablet details they remember most:Manhattan Research, 2011
  20. 20. DELIVERING RESULTS FOR THE BOTTOM LINE Low cost + High Impact“It is a $700 capital investment…A single sales call costs a pharmacompany, what, $500? Essentially, the iPad can pay for itself in one call.” -Bill Drummy, founder and CEO of Heartbeat IdeasPfizer anticipates that the move to the iPad for sales training purposes will save$500,000 a year.First Word, 2011
  21. 21. CREATINGYOUR PLANA framework for success
  22. 22. BUILDING THE RIGHTFOUNDATION FOR SUCESS CONTENT TRAINING MEASUREMENT INTEGRATION
  23. 23. GO NATIVE IN THE MEDIUM The right question isn’t what do we have, but what can we create? The tablet details docs remember have been reimagined, not repurposed • 68% of docs who have received a tablet detail say they’re extremely or very satisfied with the experience • Those who were not said the detail appeared to be “optimized for another medium”Intouch Solutions & Harrison Group, 2011
  24. 24. TAKE THE TIME TO TRAIN • When an interface is as intuitive as the iPad, it’s easy to think: Anyone could do it We thought we were being so creative in the way that we were delivering the training materials. But the very first follow-up I got was, „Hey, can you send me a Word document with five clear steps so that I can open my iPad? Dave Mihalik, senior director of marketing, EKR TherapeuticsFirst Word, 2011
  25. 25. TAKE THE TIME TO TRAINWhat’s behind it:• Only 1:20 U.S. consumers own a tablet• For many (especially non-smartphone users), it’s a wholly new experience
  26. 26. TAKE THE TIME TO TRAINTwo examples: 80:30 The Global Gap101010 The G word
  27. 27. KNOW THE ANSWER TO THE MOST CRITICAL QUESTION: What do you want to accomplish?From there, select the most relevant measurement plan:LONGITUDINAL TEST AND ROLL SATISFACTIONMEASUREMENT: MODELING: TRACKING:Cost per Team using new Fieldengagement tools vs control feedback, overallpre/post launch group access
  28. 28. THE DETAIL IS THE CENTER OF AN INTEGRATED KIT BETTER BETTERPRODUCTIVITY CONNECTIONS CRM Formulary THE DETAILING SUITE Productivity In person Leave Behind Remote / virtual Sampling App Tools Self guided Community Resources
  29. 29. THE CONTENTOPPORTUNITYGoing deep on five ways to build better details on theiPad
  30. 30. WHAT CAN WE CREATE TOGETHER?
  31. 31. 1 CUSTOM, NOT CANNEDThe iPad can support scenario selling: Allowingyour reps to customize the detail to the practice Use what you know Ask what you don’t To create experiences that are custom fit
  32. 32. 2 TOOLS, NOT TALKPhysicians want to use your brand(not just hear about it) • What can your brand create that makes running the practice easier • Or, conversations with patients more powerful? • Demonstrate it in the detail and leave it behind with a short URL
  33. 33. 3 BE LOGICAL, NOT LINEARConversations never follow the path you sketched outon a white board • Hot spots and callouts let reps drill down into the data or ideas the physician is most interested in • Multiple paths create a sense of discovery • All while keeping the detail in the 2-minute window
  34. 34. 4 SHOP, DON’T DROPShort are the days of Trunk Stock. Today’s docs wanta more personal, flexible leave behind • We have content physicians want: tools that support their patients • How can we merchandise that in a way that lets docs choose? • And deliver it to them any way they want
  35. 35. 5 STORY BUILDING, NOT STORY TELLINGThe iPad can create a virtual lab, an interactive OR, orany other space you might want to collaborate in • We can build scenarios together • That reflect the practice’s real patients • And demonstrate the impact of a therapeutic
  36. 36. FRONTLINE FEARSWhat your sales force wants to know
  37. 37. 1 TRACKINGFrontline fear: Now if they give each rep one of How to tackle it: these your DM will be able to tell when you leave the house, where you went and what time you went • Be transparent about home. Not sure I like that, big what you do and don‟t brother watching track • Set a policy and make it public • Address concerns Why dont they just put a GPS head on bracelet on each rep? They can then track their every move.
  38. 38. 2 TECHNOLOGY Frontline fear: How to tackle it: • Immersion with the device: Let reps use the iPad before they have to use the iPad • Create training opportunities with the detail to show off the• These are echos of The Brick best of what it can do• But, they‟re also important questions, like: I’m not sure I know how to use this? What if it‟s too slow or it crashes mid call?
  39. 39. 3 THE TAKEOVERFrontline fear: How to tackle it:✔ Give sample • Create✔ Get signature complementary tools in a flexible✔ Press play interface • That take lessons from the best of I know how to talk to my what the sales doctors. I don’t need a script. force has learned
  40. 40. EMERGING TRENDSLooking forward to 2012
  41. 41. TREND: PHYSICIANS WILLDEMAND MORE FLEXIBLEDETAILS • We predict that quality time with docs will increasingly be after (and before) hours • “73% of US physicians now consider eDetailing and online seminars as equal or superior to face-to-face meetings”iQ-w.com/experimentsManhattan Research, 2011
  42. 42. TREND: REPS WILL EXPECT ANDALL-IN-ONE DESKTOP • We predict that the walls between call center and field force will start to blur • So that reps can meet docs whenever, whereveriQ-w.com/experiments
  43. 43. TREND: WE’LL FINALLY BE READYTO INTEGRATE DATA • Tools like CRM and geolocation will evolve from back-end reporting tools • To the frontline engines that drive customization and personalization
  44. 44. TREND: APPLE WON’T BE THEONLY GAME IN TOWN • iPhone launched the smartphone revolution, but currently has just 28% of the market • Gartner forecasts that Apple’s tablet share will shrink to 69% by EOY and 47% by 2015 • Android is expected to climb to 39% by 2015
  45. 45. THANK YOU!Any there any questions? Download a copy of this presentation at: WhatsYourDigitaliQ.com
  46. 46. INNOVATION LAB 2010

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