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Eyeforpharma Sales & Marketing Excellence 21st - 22nd February 2012 | Istanbul
Citation preview
Use innovative mobile technology to increase sales
Sales & Marketing Excellence TurkeyEyeforpharma 21st – 22nd February 2012 l İstanbul
tr.linkedin.com/in/serkovan
@serkovan
DISCLAIMER #1DISCLAIMER #1
The statements or opinionsThe statements or opinions
expressed in this presentation
are my own
and
do not necessarily represent those of Boehringer Ingelheim.g g
[Video #1][Video #1]
“Rethinking Tools For Pharma Reps”
By Innovation lab of GSW Worldwide
www.youtube.com/watch?v=EzGS6faLgvU
[Video #1][Video #1]
“Rethinking Tools For Pharma Reps”Serkan Erkovan shared a video on
By Innovation lab of GSW Worldwidehis wall to eyeforpharma Turkeygroup:g p“Rethinking Tools for Pharma Reps”
http://www.youtube.com/watch?v=EzGS6faLgvU
Internet & Social MediaInternet & Social Media Impacts
on
Turkish HCPs’(n=604)Turkish HCPs (n 604)
Boehringer Ingelheim Türkiye
%Approximately 95%of physicians are active internetof physicians are active internet
users
They spend approximately…They spend approximately…
47%47% of their time on internet
f ffor scientific purposes
The ratio of internet usersThe ratio of internet users
following social networking sites isfollowing social networking sites is
46.9%.46.9%.Facebook tops the listFacebook tops the list.
22% of the social network followers
provide medical advice to someone
56.3 % scan articles/literatures
54.2 % Learn specialty developments54.2 % Learn specialty developments
44 4 %44.4 % Get info about clinical studies
Daha Fazla Bilgi için:Daha Fazla Bilgi için:
boehringer‐ingelheim com trboehringer ingelheim.com.tr
Daha Fazla Bilgi için:Daha Fazla Bilgi için:
Serkan Erkovan shared a link:Serkan Erkovan shared a link:www.boehringer‐ingelheim.com.tr
Industry is moving to a new ecosystem…Industry is moving to a new ecosystem…
Pharma 1.0(the blockbusters)
Ph 2 0Pharma 2.0(today’s pharmaceutical
industry)
Pharma 3.0(H l h(Healthy outcomes
ecosystem)
Photo Source http://rekslare.deviantart.com/art/Going‐Bananas‐182713386 13
“Five years from now, the CEO of a pharma company should bepharma company should be uncomfortable if the CIO is not present at a key strategy meetinga key strategy meeting.That’s how important IT needs to be for h t t ”pharma strategy.”
Werner Boeing, Roche
14
Big Story, Big DataBig Story, Big Data
Bilgi KirliliğiBilgi Kirliliği
Trending Topic #2012Trending Topic #2012
Picture Source: http://goo.gl/0xpCI
Tüm SOsyal kanallarda var olup,kullanıcı deneyimini gözlemleyin.
Resim Kaynak: http://fav.me/d495918
Tüm SOsyal kanallarda var olup,kullanıcı deneyimini gözlemleyin.
Resim Kaynak: http://fav.me/d495918
Google aramalarının %40’ıMobil aramaların %50’si
LOkalLOkal
google.com/m/places
Soru #1Soru #1
Cevap #1Cevap #1
FATİH Projesi: “Öğrenmenin Yeni Şekli”FATİH Projesi: Öğrenmenin Yeni Şekli
Dijital SınıflarDijital Sınıflar
~ 14 Milyon Tablet
http://www.webrazzi.com/2012/02/13/fatih‐projesi‐ogrenmenin‐yeni‐sekli/
You must have MObile in your Strategy
Pharma Techs to Think About (#4)Pharma Techs to Think About (#4)
D i45% 35% 10%
Device
b/App Native App vs. Web AppAmazon.com/most‐wished‐for
Deployment
Information Security
15 01 201215.01.2012
Neden Tablete Geçmeli?Neden Tablete Geçmeli?Çok Çok
h lSektördeki son Sektördeki son değişikliklerdenSümerler“Sümerler de
havalı, itibarımız artar
değişikliklerden sonra saha ekibe zengin ö ü li
kullanıyordu, 3 bin yıl hükümsürdüler”artar görünmeligörünmelisürdüler.
Herkes Herkes geçiyor
Bütçede Bütçede para kaldı “Kervan yolda geçiyor,
bizim de geçmemiz l
para kaldı, bu sene bitmeden
li
Kervan yoldadüzülür diye ipeun seremeyiz.”
lazımgeçelim
Detail/Simplify Your Business CaseDetail/Simplify Your Business Case
1 Speed (Hız)1. Speed (Hız)
2. Usability (Kolay Kullanım)
#1: Speed (Hız)#1: Speed (Hız)
Zaman (Tek tık) ( )(Ziyaret Kısıtları, Muayene Süreleri y
vs.)
Doğru, zengin içeriğe hızlı erişimiçeriğe hızlı erişim
(Video..)
#2: Usability (Kolay Kullanım)#2: Usability (Kolay Kullanım)
Herkesin AnahtarHerkesin tercihi
Anahtar Mesajlara OdaklanmaOdaklanma
D ğ i i iğ &Doğru, zengin içeriğe & internete kolay erişim
mobil.boehringer‐ingelheim.com.trmobil.boehringer ingelheim.com.tr
Sample KPI’sSample KPI s
• Increase of # detailings• Increase of # detailings
• Information reach (#Clicks to digitaldocuments like pdfs, literatures, etc.)
• KOL interview video viewsKOL interview video views
• Seminar/webinar, virtual congressi t tiregistration
Partially Source: http://goo.gl/HrE2x
A comprehensive benchmarking studyA comprehensive benchmarking studyfor pharmaceutical companies
operating in Turkey is underwayoperating in Turkey is underway…
www.onikiconsulting.com
Takeaways (#3)Takeaways (#3)
• Start for the PastStart for the Past
• Ground Rules & KPI’s for the Present
l f h• Talent Management for the Future
[Video #2][Video #2]
“A Day Made of Glass 2: Same Day”A Day Made of Glass 2: Same Day
By Corning CorporationBy Corning Corporation
t b / t h? jZkH N XLB0www.youtube.com/watch?v=jZkHpNnXLB0
Thank youThank you.
tr.linkedin.com/in/serkovantr.linkedin.com/in/serkovan
@serkovan