Rethinking Tools For Pharma Reps

REP TOOLSRETHINKINGBest practices for digitally arming the sales force (again)

I’M LEIGH HOUSEHOLDER @leighhouse

DEPTH IN DETAILING MARKETING INNOVATION

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

THIS WAS OUR FIRST OPPORTUNITY TO FUNDAMENTALLY CHANGE THE CONVERSATION

IT WAS SUPPOSED TO IMPROVE EVERY CALL

more personal

more flexible

more effective

UNFORTUNATELY, IT TURNED OUT TO BE SOMETHING OF A …

IT WAS SUPPOSED TO IMPROVE EVERY CALL

ACTUALLY

more uncertain

more stressful

more challenging

SO WHERE DO WE GO FROM HERE?

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

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

BUT, THEIR EXPECTATIONS HAVE DRAMATICALLY CHANGED

Customized to their practice

Responsive to the conversation

Delivered how and when it’s convenient

THAT’S JUST PART OF THE UPHEAVAL ON THE FRONTLINES

THE TEAM IS GETTING SMALLER(but the sales goals aren’t)

102,000 REPS IN 2007

75,000 REPS IN 2012

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)

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

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

ENTER THE iPAD:

Thank you, Steve. (For changing our world)

ADOPTED BY SALES TEAMS AROUND THE WORLD

First Word, 2011

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:

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

CREATING YOUR PLANA framework for success

BUILDING THE RIGHT FOUNDATION FOR SUCESS

CONTENT TRAINING MEASUREMENT INTEGRATION

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

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

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

The G word

TAKE THE TIME TO TRAIN

Two examples:

The Global Gap

101010

80:30

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

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

THE CONTENT OPPORTUNITYGoing deep on five ways to build better details on the iPad

WHAT CAN WE CREATE TOGETHER?

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

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

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

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

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

FRONTLINE FEARSWhat your sales force wants to know

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.

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?

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.

EMERGING TRENDSLooking forward to 2012

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

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

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

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

Download a copy of this presentation at:WhatsYourDigitaliQ.com

THANK YOU!Any there any questions?

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse