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Do iPads increase Rx?

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Report of a 2 Year Study by CMR Institute

Report of a 2 Year Study by CMR Institute

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Do iPads increase Rx? Do iPads increase Rx? Document Transcript

  • DO TABLET DEVICES ENHANCE FIELD EFFECTIVENESS? CMR INSTITUTE KNOWLEDGE SERIESIn January 2010 Apple® introduced the iPad®, thus Executive Officer, CMR Institute. “As part of our research,ushering in a new era in mobile technology. The this survey will enable us to better understand salespharmaceutical and medical device industries soon representatives’ use of tablets and how we can bestrealized tablets offered new opportunities for sales meet their subsequent educational needs, which willrepresentatives. By the end of 2011, several firms, lead to greater effectiveness with clinicians.”including Novartis, had rolled out iPads to sales teams. BOTTOM LINEBut two years into the “iPad revolution” what According to the survey, when it comes to tabletsdo we really know about the use of tablets by helping with clinicians, nearly 47 percent report that thesales representatives? use of tablets has somewhat or significantly increased meaningful interactions with clinicians. But for moreTablet use has generated a mixed bag of support. Some than half (58 percent) of respondents, the use of tablets,sales representatives have lauded the technology for thus far, has not improved sales numbers.speeding up the information sharing process, whileothers bemoan a lack of specific, job-related apps.Many wonder how to best use tablets to positively FREQUENCY OF TABLET USEimpact physician-representative interactions. How often do you use your tablet when interacting with clinicians?To better understand tablet use among today’s sales Never 19%representatives, in December 2011 CMR Institute polled Rarely 9%nearly 16,000 of its current and former students asking Sometimes 17%them a number of questions about their use of tabletswhile interacting with clinicians. Nearly 47 percent Always 27%reported using an iPad, while 37 percent indicated theydon’t currently use any tablet.“CMR Institute’s Technology Advisory Council is Frequently 28%continually reviewing new technology and the impactit has on information delivery and individual learning,”says Michelle O’Connor, Interim President and Chief JANUARY 2012 | VOL 1 | ISSUE 1 | PG 1
  • TABLET USE DO TABLET DEVICES ENHANCEAccording to the survey, tablets are most often used to FIELD EFFECTIVENESS?present product information (36 percent) or to provide CMR INSTITUTE KNOWLEDGE SERIESdetail on company-sponsored promotional materials(28 percent). Tablets are least likely to be used as ameans for scheduling (41 percent) or to track inventory(33 percent), according to respondents.“Tablets help organize information for physicians,”says Anthony Slonim, MD, Executive Vice President/Chief Medical Officer Barnabas Health, and member,Board of Directors, CMR Institute. “It’s a more formalapproach. The good news is that formality addsprofessionalism. And that’s good for the industry.” CMR Institute’s survey respondents offer TEN WAYS TO OVERCOME CLINICIAN RECEPTION OF TABLET USE CLINICIAN RESISTANCE How receptive are clinicians toward the use of integrating technology into your sales calls? Somewhat Opposed 1 Use it [the tablet] to back up conversations, not to do the whole presentation. Very Receptive 10% Very 2 24% Physicians have reported feeling “locked Opposed 2% in” with video. Use [just a] few screens so they become more comfortable with it. 3 Use it for signing, sit-down appointments Somewhat Receptive 36% and in luncheon presentations only. Neutral 28% 4 Use a combination of discussion with eye contact and a slide to show data.MEANINGFUL INTERACTIONS 5 Always go into the office with a pre-loaded tablet and several leave-behinds in aWhen it comes to interacting with clinicians, respondents clear sleeve.indicated that tablets help present company-sponsoredpromotional materials more effectively (29 percent) and 6 Try to use engaging slides and animations to engage or make the PCP feel comfortable.help better explain appropriate product utilization (28percent). However, tablets do not provide more face-time with clinicians (25 percent), nor do they make it 7 Have a backup plan for when your signature recording program fails or your detail program freezes.easier to stay in touch with clinicians (26 percent).“Some physicians feel put off by someone interjecting 8 If a physician doesn’t want me to use one, I don’t push the issue. It is up to us to sharetechnology into the conversation,” says Slonim. “The key our information in a way the customer will hear, not force them to hear/see it our way.to good technology use is preparation. The presentationmust be crisp and clear. Test, test, test ahead of time—so you know it works like a dream.” 9 Make sure you read them [slides] correctly and don’t overextend the visit.Do you need more information on how to use an iPad 10 Ask their opinion on content, as opposed to “selling” with it. Asking their opinion onfor presentations? Macworld magazine offers a number content and functionality helps to growof helpful tips and tricks, http://macw.us/vf3W5B. their acceptance of the technology. JANUARY 2012 | VOL 1 | ISSUE 1 | PG 2
  • SALES ACTIVITIES BENEFITS/DRAWBACKSAccording to the survey, respondents noted other DO TABLET DEVICES ENHANCEbenefits and shortcomings when it comes to tablet use FIELD EFFECTIVENESS?and daily sales activities: CMR INSTITUTE KNOWLEDGE SERIES “You can easily and efficiently get to any data that you need so that sales calls are seamless and flow smoothly based on the conversation or objections that arise.” “My tablet has also allowed me to breakdown and analyze my territory by accessing various reports in a more timely and efficient manner.” “It quickens my day as far as efficiency goes with routing, entering sales calls, it seems to make my day more productive.”But, say respondents, tablet use, from a technicalperspective, can be cumbersome and can get in theway during sales calls. “I don’t like it. I use my own iPad in the field as “The tablet is far less effective compared to paper a calendar and for note taking but presenting detail aids that are far more effective, light, will on a tablet is slow, difficult and clunky.” not malfunction… When docs see a computer they turn around and go the other way.” “It has made several things more difficult. We can’t utilize Word or Excel documents easily. It is also harder to connect to the company secured devices.” “We know interactions with clinicians are really For a complete look at CMR Institute’s national tablet survey, including a helpful guide to key tablet apps constrained by the clock. Representatives may and websites, please visit: get three minutes of face time,” says Slonim. www.cmrinstitute.org/continuous-learning-blog.aspx “While tablets can improve the quality and flow of CMR Institute is the leading independent, not-for-profit information, it’s important to remember: if in the provider of education for the pharmaceutical, biotech, first 15 seconds the tablet isn’t working, go back and medical device industries. To contact CMR Institute, to paper.” please call 800.328.2615 or program@cmrinstitute.org. JANUARY 2012 | VOL 1 | ISSUE 1 | PG 3