The document discusses best practices for using digital tools like tablets to arm pharmaceutical sales representatives. It summarizes that while tablets were initially supposed to improve sales calls by making them more personal, flexible and effective, they actually made calls more uncertain, stressful and challenging. It then provides recommendations for successfully using tablets, including creating native content instead of repurposing existing materials, training representatives thoroughly, integrating tablets with other tools and using them to deliver customized, conversational details centered around physicians' needs.

1. RETHINKING
REP TOOLS
Best practices for digitally arming
the sales force (again)

2. I’M LEIGH HOUSEHOLDER
@leighhouse
DEPTH IN DETAILING MARKETING INNOVATION

3. LET’S START
BY TAKING A
PEEK INSIDE THE
PRACTICE…

4. THIS WAS OUR FIRST
OPPORTUNITY TO
FUNDAMENTALLY
CHANGE THE
CONVERSATION

5. IT WAS SUPPOSED TO
IMPROVE EVERY CALL
more personal
more flexible
more effective

6. UNFORTUNATELY,
IT TURNED OUT TO BE
SOMETHING OF A …

7. IT WAS SUPPOSED TO
IMPROVE EVERY CALL
more uncertain
more stressful
more challenging

8. SO WHERE DO WE
GO FROM HERE?

9. PHARMA GETS
AN iPAD
(Actually: Ten of thousands of iPads)

10. FIRST THINGS FIRST:
Rumors of the death of the sales force have
been vastly over exaggerated
•50-75% of physicians prefer to have
some contact with reps
•That’s right: They want to be detailed
Knowledge Networks and Physicians Consulting Network, 2011
Business Insights, LTD, 2009

11. BUT, THEIR EXPECTATIONS HAVE
DRAMATICALLY CHANGED
Customized to their practice
Responsive to the conversation
Delivered how and when it’s convenient

12. THAT’S JUST PART OF THE
UPHEAVAL ON THE FRONTLINES

13. THE TEAM IS GETTING SMALLER
(but the sales goals aren’t)
102,000 75,000
REPS IN 2007 REPS IN 2012

14. THE LANDSCAPE KEEPS CHANGING
(with new rules at every turn)
Last year, ZS Associates reported that the number of docs who would see
most reps dropped significantly and the number who refused to see most
reps increased by half.
REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS
20% 50%
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

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. AND, THE C-SUITE IS SHAKING
THINGS 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. ENTER THE iPAD:
Thank you, Steve. (For changing our world)

18. ADOPTED BY SALES TEAMS
AROUND THE WORLD
First Word, 2011

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. DELIVERING RESULTS FOR THE
BOTTOM LINE
Low cost
+ High Impact
“It is a $700 capital investment…A single sales call costs a pharma
company, what, $500? Essentially, the iPad can pay for itself in one call.”
-Bill Drummy, founder and CEO of Heartbeat Ideas
Pfizer anticipates that the move to the iPad for sales training purposes will save
$500,000 a year.
First Word, 2011

21. CREATING
YOUR PLAN
A framework for success

22. BUILDING THE RIGHT
FOUNDATION FOR SUCESS
CONTENT TRAINING MEASUREMENT INTEGRATION

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. 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 Therapeutics
First Word, 2011

25. TAKE THE TIME TO TRAIN
What’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. TAKE THE TIME TO TRAIN
Two examples:
80:30 The Global Gap
101010 The G word

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 SATISFACTION
MEASUREMENT: MODELING: TRACKING:
Cost per Team using new Field
engagement tools vs control feedback, overall
pre/post launch group access

28. THE DETAIL IS THE CENTER
OF AN INTEGRATED KIT
BETTER BETTER
PRODUCTIVITY CONNECTIONS
CRM Formulary
THE DETAILING SUITE
Productivity In person Leave Behind
Remote / virtual
Sampling App Tools
Self guided
Community Resources

29. THE CONTENT
OPPORTUNITY
Going deep on five ways to build better details on the
iPad

30. WHAT CAN WE CREATE
TOGETHER?

31. 1 CUSTOM, NOT CANNED
The iPad can support scenario selling: Allowing
your 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. 2 TOOLS, NOT TALK
Physicians 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. 3 BE LOGICAL, NOT LINEAR
Conversations never follow the path you sketched out
on 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. 4 SHOP, DON’T DROP
Short are the days of Trunk Stock. Today’s docs want
a 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. 5 STORY BUILDING,
NOT STORY TELLING
The iPad can create a virtual lab, an interactive OR, or
any 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. FRONTLINE FEARS
What your sales force wants to know

37. 1 TRACKING
Frontline 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 don't they just put a GPS head on
bracelet on each rep? They can
then track their every move.

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. 3 THE TAKEOVER
Frontline 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. EMERGING TRENDS
Looking forward to 2012

41. TREND: PHYSICIANS WILL
DEMAND MORE FLEXIBLE
DETAILS
• 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/experiments
Manhattan Research, 2011

42. TREND: REPS WILL EXPECT AND
ALL-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, wherever
iQ-w.com/experiments

43. TREND: WE’LL FINALLY BE READY
TO INTEGRATE DATA
• Tools like CRM and
geolocation will evolve
from back-end
reporting tools
• To the frontline
engines that drive
customization and
personalization

44. TREND: APPLE WON’T BE THE
ONLY 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. THANK YOU!
Any there any questions?
Download a copy of this
presentation at:
WhatsYourDigitaliQ.com

46. INNOVATION LAB 2010