This document provides an overview and key findings from a benchmark study on deploying iPads to sales and managed markets teams. The study engaged 54 leaders from 45 healthcare companies. It examined best practices for training, systems integration, applications, usage and measuring effectiveness. Key findings include: starting with a pilot program; critical training on device and customer usage; syncing deployment with managed markets; ensuring relevant, updated content and apps; and issuing peripheral devices to increase comfort and usage compliance. The majority of companies have deployed iPads to some brands, with full deployment and integration with managed markets planned within 12 months.

1. Deploying the iPad to
Sales & Managed Markets Teams:
Training and Effectiveness Benchmark
Best Practices, LLC Strategic Benchmarking Research
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2. Table of Contents
 Project Overview…3
 Universe Of Learning For This Benchmark Analysis…6
 Benchmark Participant Demographics and Current State of iPad
Deployment…9
 Training for iPad Devices…15
 iPad Integration and Systems Development…23
 iPad Security and Compliance…28
 Productivity Applications for iPads…36
 Field Usage and Measuring Effectiveness…42
 Top Challenges and Keys to Success for Successful iPad
Deployment…52
 About Best Practices, LLC…61
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3. Project Overview
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4. Research Objectives & Methodology
The iPad is rapidly taking its place as one of the more popular technological innovations for sales and
managed markets teams at biopharma and medical device companies. However, deploying iPads into
the field requires significant planning, resources, and training to make the investment a success.
Key Topics for Analysis:
1) Training
2) Systems Integration and Application Development
3) Security and Compliance
4) Applications that Increase Productivity
5) Field Usage and Measuring Effectiveness
6) Challenges and Best Practices in Making the Investment a Success
Field Research & Insight Development: Objective:
This study engaged 54 leaders from 45 Identify and Examine Best
companies; all participants share leadership and Practices for Deploying and
oversight of Sales, Training, and Commercial
groups at their healthcare organizations.
Measuring the Effectiveness
Representatives from 5 innovative companies of the iPad as an Innovative
participated in deep-dive interviews. Sales Tool
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5. Executive Brief: Key Research Findings
The following key insights emerged from this benchmarking study on training and
deploying the iPad to sales and managed markets teams.
The majority of participating companies started with a pilot program for key
Start with a Pilot brands before rolling iPads out to the entire sales or managed markets
Program organization. Since several iterations of change & adjustments are often
needed to refine technological applications and procedures, it is smart to
make initial changes within a small test group.
Deploy Right Training Training is absolutely critical in deploying devices such as the iPad; if reps
or account managers are not comfortable with new technology, they will
Requirements
simply not use it. Training must focus not only on how to use the device,
but also on how to enable the customer to interact and use the iPad.
Although account managers report positive impact as a result of using the
Synch with iPad, most companies do not currently have iPads in place among their
Managed Markets managed markets teams. High development-cost savings are achievable
for companies that build applications for each commercial group
simultaneously.
The availability and quality of content is the most challenging aspect of
Ensure Relevant iPad deployment in the commercial organization. Since iPads are less
Content & Apps effective than laptops in manipulating or re-purposing collateral, the
appropriate material needs to be ready and available - and always updated.
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6. Universe Of Learning For This iPad
Implementation Benchmark Analysis
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7. Universe of Learning: Companies Participating in Study
In total, 54 leaders currently engaged in iPad deployment, training or performance management from 45
leading global healthcare organizations participated in this research. All study participants completed a
comprehensive iPad utilization and effectiveness benchmark assessment. In addition, selected executives
provided qualitative insights through deep-dive interviews and “lessons learned” observations.
Participating Companies:
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8. Study Incorporates a Host of Executive Perspectives on iPad Use
This research features insights from a wide range of learning and development leaders from
different functions that oversee critical aspects of rolling out new sales tools. The diversity
of these roles – listed below – illustrates the broad-reaching and often cross-functional
nature of sales initiatives across an entire organization.
• Vice-President of Sales (2) • Associate Director, Marketing
• VP Corporate Sales Outcomes • Associate Director, Business Process
• BU Head Oncology • Ass. Director Global Business Intelligence
• Country Division Head • Global brand associate director
• Head of Global Commercial Excellence • Sr. Product Manager
• Business Analysis and Sales Operations Leader • Senior Manager, Commercial Systems
• Sr. Director of Sales Excellence • Senior Manger
• Sr. Director Sales Operations • Sr. Manager, Market Research
• Director, Global Digital Marketing • Marketing manager
• Director, HCP Marketing • Customer Relations Manager
• Director, CRM • Market Manager
• Director, Field Automation • Sales & Training Manager
• Director Strategic Market Access • District Business Manager
• IT Director • Integrated Communications Manager
• MarCom Director • SFE Manager
• Director Selling Excellence and SFE • Channels Marketing Manager
• Director Oncology • Sales Communications Manager
• Director, Commercial Services • Corporate CRM Manager
• Sales & Marketing Director • Training & Development Manager
• Country Director • IT Program Manager
• MS Business Unit Director • IT Manager
• Director (2) • Innovation Manager
• Associate Director, Sales Operations • Manager, E-Marketing
• Associate Director, Regional Accounts • Training Manager
• Assistant Director, HCP Multichannel Marketing • Product Manager
• Senior Clinical Specialist
• Sr. Market Research Analyst
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9. Benchmark Participant Demographics
and Current State of iPad Deployment
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10. Section Summary: iPads Prevalent, but Only a Part of Whole
Technological Profile
Key data trends and takeaways:
The majority of companies deploy iPads to members of key
Level of Deployment
brands as part of a pilot programs before issuing devices
to the entire sales force.
Integration with Approximately 1 in 5 companies have already issued iPads to
Managed Markets their managed markets teams, with an overall majority of
benchmark companies planning to do so in the next 12 mos.
Study participants noted certain performance and content
Streamlining Technology shortcomings – such as editing spreadsheets and
to One Device presentations– that prevent companies from shifting
exclusive field use of a single device.
Issuing Additional “Comfort level” was seen as pivotal to overall iPad usage
Devices with iPads compliance, and issuing peripheral devices tended to
increase field use.
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11. Industry and Location of Participants
54 Participants took part in this study, 85% representing pharmaceutical and biotech companies, 15%
representing medical device or diagnostics organizations. The majority of responses were from the
United States and Western Europe. However, there was strong participation from emerging markets in
Eastern Europe, Africa, India, South America and Asia.
For which industry are you responding? Please Indicate the location of the organization
or business unit you represent:
15%
United States: 50%
85% EU: 31%
Emerging Markets: 12%
North America Excluding US: 5%
Australia: 2%
(n=54) (n=54)
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