iPad and Android Tablet Deployment to Managed Markets Teams: Training and Effectiveness Benchmarks

Best Practices, LLC Strategic Benchmarking Research
Deploying the iPad or Android-Based Tablet
to Managed Markets Teams:
Benchmarking Training and Effectiveness

Table of Contents
Executive Summary 2
 Research Overview 3
 Participating Companies 4
 High Level Key Trends Observed 5
 Key Findings & Insights 6
 Current State of iPad Deployment 9
 Training for iPad Devices 15
 iPad Integration and Systems Development 22
 iPad Security and Compliance 26
 Productivity Applications for iPads 34
 Field Usage and Measuring Effectiveness 39
 Top Challenges & Keys Success Factors for iPad Deployment 50
 Universe of Learning: Key Demographics of Participating 57
Companies
 Appendix 61
2
Copyright © Best Practices, LLC

Topics IncludedStudy Overview
Research Objective: This survey focuses on key
challenges, lessons learned and best
practices when deploying iPads or Android-Based
tablets to large customer-facing commercial
groups within BioPharma and Medical Device
organizations.
Research findings provide industry metrics that
can serve as a reference point leaders planning to
deploy iPads for Managed Market teams.
Methodology: Best Practices, LLC engaged 17
executives managers at 14 companies through a
benchmarking survey instrument. All participants
share leadership and oversight of Sales, Training,
and Commercial groups at their healthcare
organizations.
Research Project Objectives, Methodology & Results
The iPad is rapidly taking its place as one of the more popular technological innovations for managed
markets teams at bio-pharma and medical device companies. However, deploying iPads into the field
requires significant planning, resources, and training to make the investment a success.
 Training
 Content Delivery and Usage
 Syncing Tablets with CRM Systems
 Security and Compliance Concerns
 Measuring Effectiveness
 Challenges and Best Practices

Participating Companies Represented Various Regions
Benchmark Class
Seventeen respondents from 14 companies participated in this study. More than one-third are directors,
senior directors or vice presidents, and 75% represented bio-pharmaceutical industry. More than 80% of
the respondents are from the United States.
4

Several Key Question Must Be Considered While Deploying
iPads
With increasing adoption rates of iPads amongst physicians and patients these devices have risen
beyond just technology upgrades to become integral part of strategy and processes. Pharmaceutical
companies in order to realize full benefits of iPads, require a strong mobility strategy that can integrate
pre-existing processes and systems with these devices at the outset.
5
Competitive Advantage and ROI
- Build or buy?
-Differentiation or transformation?
- What is the ROI?
- Ancillary benefits?
Business Justification
- Should the Mobile Effort
be embarked upon
- What should the
approach be?
- What is the right timing
and timeframe for this
effort?
- What is it going to cost?
- Risks and rewards?
- 2-3 years roadmap?
Architecture
- Backend integration?
- Mode of deployment?
- Device strategy?
- Appropriate platforms
Process Impacts
- What processes will
change?
- Any new processes?
- Organizational change?
- Impact on security?
Success Factors
- Mobility partner(s)?
- Roadmap and long-term
plan?
- Organizational readiness?
Governance
- Portfolio management for
business value?
- Standards and policies?
- Decision-making/funding for
PoCs?
Skills and Competencies
- Technology skills (core vs.
context)?
- Onshore vs. Offshore?
- Buy vs. organic growth?
Source:
http://www.cognizant.com/InsightsWhitepapers/How-
to-Properly-Deploy-the-iPad-Within-the-Pharma-
Sales-Force.pdf.

 One of the challenges that field reps face revolves around content. The
availability and quality of content is the most challenging aspect of iPad
deployment in the commercial organization. With iPads being less effective
than laptops in manipulating or re-purposing collateral, the appropriate
material needs to be ready and available.
 The content must be refreshed regularly so that reps don’t use incorrect and
old content. Companies should have a content refreshment strategy in place
to provide updated content on a regular basis.
Robust Content
Management Strategy
Is A Must
Identify KPIs, Measure
Performance, Seek
Feedback
6
High-Level Key Findings for Deployment
This study captured wide-ranging insights and recommendations for the implementation process of
iPads for managed market teams.
Proactively Provide
Training
 Training is critical in deploying devices such as the iPad. Appropriate training
will make reps or account managers comfortable with technology, prompting
them to use the device.
 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. Training should cover real-
life situations for reps. Also they should provide training that might cover new
application, sales and marketing materials.
 It is critical to measure performance of reps using iPads on a regular basis.
For this to happen, identify the appropriate performance indicators and plan
the frequency at which they will be measured.
 Also continuously seek feedback from end-users and client. Discuss the
challenges that reps are facing while using devices. This will help companies
strategies on various important fronts like content, software integrations, etc.
Executive Summary

iPads Deployment Underway for Managed Market Members
The level of deployment varied widely across the benchmark class. Only around one-third of the
benchmark partners have deployed iPads for their Managed Market teams.
(n=59)
Please assess the state of implementation of iPads/Android-Based tablets in your commercial organization. (Check all
that apply). If deployment if complete please specify since how many months/years
7
State of Implementation: Deployment Tenure (in
Months):
2013
24.0
17.5
18.0
12.0
75th%ile
Mean
Median
25th%ile
(n=15)
69%
27%
29%
17%
3%
Tablets have been distributed to all
field-based Sales force members
Tablets have been distributed to
Sales force members on key brands
Tablets have been distributed to
Managed Markets account
representatives
Tablets will be distributed to Sales
force members in the next year
Tablets will be distributed to the
Managed Markets account
representatives in the next year

18%
35%
41%
59%
71%
82%
Other
Collateral Certification (Must
Obtain Clearance Before
Distributing Certain Collateral)
Security
Usage Compliance
Presentation Skills
General iPad/Android Function
Training
Companies Train On Multiple iPad Usage Fronts
Eighty-two% of the companies provide general iPad functional training to managed market teams. A
majority of companies also provide usage compliance training and skill training for iPad-based
presentations. Seventy% of benchmark partners offer less than half day training for managed market
teams.
What types of training does your organization use when new tablets are distributed? (Check all that apply)
8
Training Type:
(n=17)
*
*Others: Typical Sales Aid
training, Marketing material
training, Messaging
Training,
Two
Hours,
35%
Half Day,
35%
Whole
Day, 12%
More than
One Day,
18%
Training Duration:

Internal IT Leads iPad Integration With Existing Infrastructure
Many organizations worry about integrating iPads into their current technology network, which often is
not an Apple platform. Three-fourths of respondents have handled the challenge with their internal IT
group, while 19% of companies have enlisted support from vendor groups.
(n=16)
What group is responsible for streamlining and integrating iPads/Androids into existing computer networks? (Choose
the best option)
9
Device Integration Responsibility:
*Others : Interactive
Marketing
Top Vendors:
• Entree Health
and MEV,
• InTouch
IT, 75%
Vendor, 19%
Other, 6%*

Security Planning Critical For Data Confidentiality
A major area of concern when rolling out mobile technology to field forces is keeping the device and
proprietary content secure. Almost all of respondents already have systems in place, most often
monitored by their internal IT organization. At 93% of benchmark companies, the security plan gets
activated when the device is either reported lost or stolen.
(n=16)
Do you have a set security procedure in place for when tablets are misplaced or stolen? If a security plan is in place,
what triggers the plan to be executed?
10
Security Planning Trigger to Activate Security Plan
*
*Others: Will be all reported lost/stolen, no activity,
incorrect password 5 times (n=15)
94% 6%
Yes No
100%
80%
60%
40%
20%
0%
The device
is reported
stolen or
lost, 93%
Other, 7%

CRM Utilization on iPad Rising, iRep Top CRM Software
CRM software is critical for collecting important customer information. Thirty-seven% of companies
either have a CRM system in place, while 46% plan to deploy one in the next 12 months. iRep (42%)
continues to be the top CRM vendor followed by Sales Force (25%).
(n=16)
Do you currently have CRM apps installed on iPads/Android tablets in the field? If CRM apps are currently in use, with
which of the following vendors have you had a positive experience?:
11
Integration With CRM Top CRM Vendors
(n=12)*Others: Veeva
*
Yes, 37%
No, 17%
Planning
to in the
next 12
months,
46%
42%
25%
17%
8%
8%
iRep
Sales Force
Cegedim Mobile
Intelligence
Internally Created
Application
Other

7%
7%
13%
13%
20%
27%
27%
27%
33%
33%
47%
Defining KPI
Connectivity
Application Development and Updation
StakeHolders' Buy-in
Others
Standardization/Compatibility
Training
Usage
Adaptibility/Resistance
Technical Difficulties
Content
Content Is Top Challenge Faced While Deploying iPads
Benchmark partners in the study shared some the top challenges that they encountered while deploying
iPads at their organization. Around half of the participating companies faced content related problems
while implementing iPads for their managed market teams. One-third faced technical problems and
adaptability issues.
(n=39)
What are the top three challenges you encountered when deploying iPads/Android Devices within your commercial
organization?
12
Top Challenges:
*
* Others listed on Slide
number: 65

Best Practices, LLC
6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517
www.best-in-class.com
919-403-0251
bestpractices@best-in-class.com
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.
13

iPad and Android Tablet Deployment to Managed Markets Teams: Training and Effectiveness Benchmarks

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