rethinking tools for pharma reps
TRANSCRIPT
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REP TOOLSRETHINKINGBest practices for digitally arming the sales force (again)
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I’M LEIGH HOUSEHOLDER @leighhouse
DEPTH IN DETAILING MARKETING INNOVATION
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LET’S START BY TAKING A PEEK INSIDE THE PRACTICE…
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THIS WAS OUR FIRST OPPORTUNITY TO FUNDAMENTALLY CHANGE THE CONVERSATION
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IT WAS SUPPOSED TO IMPROVE EVERY CALL
more personal
more flexible
more effective
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UNFORTUNATELY, IT TURNED OUT TO BE SOMETHING OF A …
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IT WAS SUPPOSED TO IMPROVE EVERY CALL
ACTUALLY
more uncertain
more stressful
more challenging
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SO WHERE DO WE GO FROM HERE?
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PHARMA GETS AN iPAD(Actually: Ten of thousands of iPads)
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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, 2011Business Insights, LTD, 2009
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BUT, THEIR EXPECTATIONS HAVE DRAMATICALLY CHANGED
Customized to their practice
Responsive to the conversation
Delivered how and when it’s convenient
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THAT’S JUST PART OF THE UPHEAVAL ON THE FRONTLINES
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THE TEAM IS GETTING SMALLER(but the sales goals aren’t)
102,000 REPS IN 2007
75,000 REPS IN 2012
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AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
REP-ACCESSIBLE DOCS
20%REP-INACCESSIBLE DOCS
50%
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.
THE LANDSCAPE KEEPS CHANGING(with new rules at every turn)
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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
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AND, THE C-SUITE IS SHAKING THINGS UP, TOO
Moving to a paperless workforceSlashing print budgets and turning to digital tools
Knighting new kinds of repsIncreasingly looking to connect docs with their peers
(Finally) really putting data to workWith more sophisticated CRM and personalization
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ENTER THE iPAD:
Thank you, Steve. (For changing our world)
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ADOPTED BY SALES TEAMS AROUND THE WORLD
First Word, 2011
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REMEMBERED BY PHYSICIANS IN THE PRACTICE
Manhattan Research, 2011
1:2 physicians say they have received a detail on an iPad or similar tablet
Brands whose tablet details they remember most:
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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
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CREATING YOUR PLANA framework for success
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BUILDING THE RIGHT FOUNDATION FOR SUCESS
CONTENT TRAINING MEASUREMENT INTEGRATION
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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
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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
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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
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The G word
TAKE THE TIME TO TRAIN
Two examples:
The Global Gap
101010
80:30
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What do you want to accomplish?
KNOW THE ANSWER TO THE MOST CRITICAL QUESTION:
From there, select the most relevant measurement plan:
LONGITUDINAL MEASUREMENT:Cost per engagement pre/post launch
TEST AND ROLL MODELING: Team using new tools vs control group
SATISFACTION TRACKING: Field feedback, overall access
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THE DETAIL IS THE CENTEROF AN INTEGRATED KIT
THE DETAILING SUITE
BETTER PRODUCTIVITY
BETTER CONNECTIONS
In person
Remote / virtual
Self guided
Formulary
Leave Behind
App Tools
Resources
CRM
Productivity
Sampling
Community
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THE CONTENT OPPORTUNITYGoing deep on five ways to build better details on the iPad
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WHAT CAN WE CREATE TOGETHER?
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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
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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
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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
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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
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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
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FRONTLINE FEARSWhat your sales force wants to know
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1 TRACKING
Frontline fear: How to tackle it:
• Be transparent about what you do and don’t track
• Set a policy and make it public
• Address concerns head on
Now if they give each rep one of these your DM will be able to tell when you leave the house, where you went and what time you went
home. Not sure I like that, big brother watching
Why don't they just put a GPS bracelet on each rep? They can
then track their every move.
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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 best of what it can do
• These are echos of The Brick• 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?
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3 THE TAKEOVER
Frontline fear: How to tackle it:
• Create complementary tools in a flexible interface
• That take lessons from the best of what the sales force has learned
✔ Give sample
✔ Get signature
✔ Press play
I know how to talk to my doctors. I don’t need a script.
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EMERGING TRENDSLooking forward to 2012
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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”
Manhattan Research, 2011
iQ-w.com/experiments
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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
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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
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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
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Download a copy of this presentation at:WhatsYourDigitaliQ.com
THANK YOU!Any there any questions?
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INNOVATION LAB 2010
Seth Quillinsvp, [email protected]@squillin
Leigh Householderstrategist, [email protected]@leighhouse