The iPad: How MSLs Use It to Deliver Science and Data to HCPs


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As pharma companies find it more difficult to connect with physicians and KOLs, advances and access to technology have opened doors for bio-pharmaceutical companies to adapt and enhance new processes and tools for superior performance and gain competitive edge in the market. Thus, the iPad has become a popular tool for many bio-pharmaceutical companies. However, implementing the iPad requires effective planning, resources and training in order to make a successful investment.
Best Practices LLC's study identifies the best practices and measures effectiveness for successful deployment of iPads to Medical Science Liaisons (MSLs). This study investigates how Medical Affairs functions in pharmaceutical companies are using iPads with their MSLs.

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The iPad: How MSLs Use It to Deliver Science and Data to HCPs

  1. 1. BEST PRACTICES, ® LLC Best Practices, LLC Strategic Benchmarking Research The iPad: How MSLs Use It to Deliver Science and Data to HCPs
  2. 2. BEST PRACTICES, ® LLC Table of Contents 2 Copyright © Best Practices, LLC  Executive Summary pp. 3-10  Research Overview pp. 3  Participating Companies pp. 4  High-level Findings & Insights pp. 5-7  Universe of Learning pp. 8-14  Training pp. 15-22  Content Delivery and Usage pp. 23-28  Syncing Tablets with CRM Systems pp. 29-35  Security and Compliance Concerns pp. 36-42  Measuring Effectiveness pp. 43-51  Challenges and Best Practices pp. 52-61  About Best Practices, LLC pp. 62
  3. 3. BEST PRACTICES, ® LLC Topics IncludedStudy Overview Training Content Delivery and Usage Syncing Tablets with CRM Systems Security and Compliance Concerns Measuring Effectiveness Challenges and Best Practices Research Objective: This study investigates how Medical Affairs functions in pharmaceutical companies are using iPads with their MSLs. Research findings provide implementation plans, application strategy and evaluating measures that will equip executives to enhance MSL performance and successfully realize corporate investment in iPads.  Methodology: Best Practices, LLC engaged 25 Medical Affairs leaders at 18 companies through a benchmarking survey instrument. All participants share leadership and oversight of Medical Science Liaison (MSL) groups at their companies. Research Project Objectives, Methodology & Results Best Practices, LLC conducted this benchmarking study to identify best practices and measure effectiveness for successful deployment of iPads to Medical Science Liaisons (MSLs).
  4. 4. BEST PRACTICES, ® LLC Participating Companies Represent Nine Industries Benchmark Class: Twenty-five benchmark survey respondents from 18 companies participated in this study. Nearly half are directors and senior directors. 4 Copyright © Best Practices, LLC
  5. 5. BEST PRACTICES, ® LLC5 Enhanced Training • Training forms a critical component to make iPad a successful investment for MSLs to use. 71% of respondents chose training related activities as one of the top three best practices to ensure success. • Currently, 76% of respondent companies provide training to MSLs through distance learning techniques like webcast/podcast and 48% use in-class training. • The biggest challenge with training is familiarizing MSLs with the new technology. Familiarization can be achieved via personal use and more in- class training. Key Findings: Training and Strategy The following key findings and insights emerged from this study. Proper Planning for Content Delivery and Usage • Companies should develop a content management strategy prior to device deployment. About 50% of respondents faced barriers related to content development and availability after roll-out to MSLs. Some of the top vendors that create software/applications/content: Veeva, OpenQ, Steeprock and Box. • Presentation quality is vital to success in using iPads. 33% of the respondents which achieved ROI noted data presentation as a key factor. • While 92% of MSLs used iPads to present data to KOLs, only 12% receive training on presentation skills . Reducing this gap should have improve the effectiveness of MSL presentations.
  6. 6. BEST PRACTICES, ® LLC (n=25) 6 Copyright © Best Practices, LLC Title: 32% 20% 20% 16% 8% 4% Director Manager MSL Sr. Director Head Other Other: Health Economist Majority Survey Participants Are Directors Directors comprise the largest segment of benchmark participants at 48%, while manager- level and Medical Science Liaison respondents make up another 20%.
  7. 7. BEST PRACTICES, ® LLC Usage Training Lasts About 2 Hours Ninety-one percent of participants deliver two hours of training to MSLs on how to use an iPad or tablet. (n=22) How long are your training programs for iPad/Android tablet usage? 7 Copyright © Best Practices, LLC Training Duration: Two Hours, 91% Half Day, 5% Whole Day, 5%
  8. 8. BEST PRACTICES, ® LLC iPad Security Plans and Oversight Are Critical Security is still evolving in Medical Affairs organizations as compared to Sales and Managed Markets. The security protocol is in place for 67% MSL segment as compared to 84% for sales representatives. (n=24) Q23. Do you have a set security procedure in place for when tablets are misplaced or stolen? 8 Copyright © Best Practices, LLC Security Planning: Yes, 67% No, 33% Trigger to activate security plan is when the device is reported stolen or lost
  9. 9. BEST PRACTICES, ® LLC Customer Demographics Not a Factor in iPad Success Demography of physicians/KOLs is not largely a factor in determining engagement levels with medical affairs field teams using tablets during visits. While 60% benchmark segment reported same level of engagement, 35% reported younger physicians to be more likely to be engaged with medical reps using tablets during visits. (n=20) In your experience, which physician/KOL demographic is more likely to be engaged during a medical affairs rep visit which includes the use of iPads/Android tablets? 9 Copyright © Best Practices, LLC Engagement Demographic: Same level of Engagement 60% Younger Physicians 35% Older Physicians 5% Images courtesy of
  10. 10. BEST PRACTICES, ® LLC Best Practices, LLC 6350 Quadrangle Drive, Suite 200 Chapel Hill, NC 27517 919-403-0251 About Best Practices, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies. 10 Copyright © Best Practices, LLC
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