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Eyeforpharma Sales Marketing Excellence Turkey

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Eyeforpharma Sales & Marketing Excellence …

Eyeforpharma Sales & Marketing Excellence
21st - 22nd February 2012 | Istanbul

Published in: Business, News & Politics
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  • 1. Use innovative mobile technology to increase sales Sales & Marketing Excellence Turkey Eyeforpharma 21st – 22nd February 2012 l İstanbultr.linkedin.com/in/serkovan@serkovan
  • 2. DISCLAIMER #1 DISCLAIMER #1 The statements or opinions  The statements or opinions expressed in this presentation are my own  anddo not necessarily represent those of  g g Boehringer Ingelheim.
  • 3. [Video #1] [Video #1]“Rethinking Tools For Pharma Reps” By Innovation lab of GSW Worldwide www.youtube.com/watch?v=EzGS6faLgvU
  • 4. [Video #1] [Video #1]“Rethinking Tools For Pharma Reps”Serkan Erkovan shared a video on his wall to eyeforpharma Turkey By Innovation lab of GSW Worldwideg pgroup:“Rethinking Tools for Pharma Reps” http://www.youtube.com/watch?v=EzGS6faLgvU
  • 5. Internet & Social Media Internet & Social Media Impacts  on  Turkish HCPs (n 604) Turkish HCPs’(n=604) Boehringer Ingelheim Türkiye
  • 6. Approximately 95% %of physicians are activeof physicians are active internetusers
  • 7. They spend approximately…They spend approximately… 47%  47% of their time on internet for f scientific purposes f
  • 8. The ratio of internet The ratio of internet usersfollowing social networking sites isfollowing social networking sites is 46.9%. Facebook tops the list. Facebook tops the list
  • 9. 22% of the social network followers provide medical advice to  someone
  • 10. 56.3 % scan articles/literatures54.2 %54.2 % Learn specialty developments44.4 %44 4 % Get info about clinical studies
  • 11. Daha Fazla Bilgi için: Daha Fazla Bilgi için:boehringer ingelheim.com.trboehringer‐ingelheim com tr
  • 12. Daha Fazla Bilgi için: Daha Fazla Bilgi için:Serkan Erkovan shared a link:Serkan Erkovan shared a link:www.boehringer‐ingelheim.com.tr
  • 13. Industry is moving to a new ecosystem… is moving a new Pharma 1.0 (the blockbusters)  Pharma 2 0 Ph 2.0 (today’s pharmaceutical industry)  Pharma 3.0 (Healthy (H l h outcomes ecosystem)Photo Source http://rekslare.deviantart.com/art/Going‐Bananas‐182713386 13
  • 14. “Five years from now, the CEO of a pharma company should be company should be uncomfortable if the CIO is not present at a key strategy meeting.a key strategy meetingThat’s how important IT needs to be for pharma strategy.” h t t ” Werner Boeing, Roche 14
  • 15. Big Story, Big Data Story, Big
  • 16. Bilgi KirliliğiBilgi Kirliliği
  • 17. Trending Topic #2012Picture Source: http://goo.gl/0xpCI
  • 18. Tüm SOsyal kanallarda var olup, kullanıcı deneyimini gözlemleyin.Resim Kaynak: http://fav.me/d495918
  • 19. Tüm SOsyal kanallarda var olup, kullanıcı deneyimini gözlemleyin.Resim Kaynak: http://fav.me/d495918
  • 20. Google aramalarının %40’ı Mobil aramaların %50’si  LOkalgoogle.com/m/places
  • 21. Soru #1Soru #1
  • 22. Cevap #1Cevap #1
  • 23. FATİH Projesi:  Öğrenmenin FATİH Projesi: “Öğrenmenin Yeni Şekli” Şekli Dijital Sınıflar Dijital Sınıflar ~ 14 Milyon Tablethttp://www.webrazzi.com/2012/02/13/fatih‐projesi‐ogrenmenin‐yeni‐sekli/
  • 24. You must have MObile in your Strategy
  • 25. Pharma Techs to Think About (#4) 45% 35%        10% Device D i / Native App vs. Web AppAmazon.com/most‐wished‐for App b Deployment Information Security 15.01.2012 15 01 2012
  • 26. Neden Tablete Geçmeli? Neden Tablete Geçmeli? Çok  Sektördeki son  “Sümerler de  Sümerler değişikliklerden  değişikliklerden havalı,  h l kullanıyordu, 3  sonra saha itibarımız  bin yıl hüküm ekibe zengin  artar sürdüler. sürdüler ” görünmeli öü li Bütçede  Herkes  para kaldı,  para kaldı “Kervan yolda Kervan geçiyor,  geçiyor bu sene  düzülür diye ipe bizim de  bitmeden  un seremeyiz.” geçmemiz  geçelim li lazım l
  • 27. Detail/Simplify Your Business Case Business Case 1. 1 Speed (Hız) 2. Usability (Kolay Kullanım)
  • 28. #1: Speed #1: Speed (Hız)Zaman  (Tek tık)  ( )(Ziyaret Kısıtları, Muayene Süreleri  y vs.) Doğru, zengin  içeriğe hızlı erişim  içeriğe hızlı erişim (Video..)
  • 29. #2: Usability (Kolay Kullanım)#2: Usability (Kolay Kullanım) Herkesin  Herkesin Anahtar  Anahtar tercihi Mesajlara  Odaklanma Doğru, zengin içeriğe &  D ğ i i iğ & internete kolay erişim
  • 30. mobil.boehringer ingelheim.com.trmobil.boehringer‐ingelheim.com.tr
  • 31. Sample KPI’s KPI s• Increase of # detailings of # detailings• Information reach (#Clicks to digital documents like pdfs, literatures, etc.)• KOL interview video views KOL interview video views• Seminar/webinar, virtual congress registration i t ti Partially Source: http://goo.gl/HrE2x
  • 32. A comprehensive benchmarking studyA comprehensive benchmarking study for pharmaceutical companies operating in Turkey is underway in Turkey is underway…www.onikiconsulting.com
  • 33. Takeaways (#3)• Start for the Past Start for• Ground Rules & KPI’s for the Present• Talent Management f the Future l for h
  • 34. [Video #2] [Video #2]“A Day Made of Glass 2: Same Day” A Day Made of Glass 2: Same Day By Corning Corporation www.youtube.com/watch?v=jZkHpNnXLB0 t b / t h? jZkH N XLB0
  • 35. Thank you you. tr.linkedin.com/in/serkovan@serkovan

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