iPads for pharma representatives

To: Mr.Armstrong and Mr.Wolfson

From: Shivangi Gosai

Date: 6/25/1990

Based on the discussion in the last meeting regarding the idea of bringing in the iPads for Pharma Representatives, here I present you with my analysis. While working to implement a new commercial model for a contract sales organization (CSO), we are thinking to develop an end-to-end solution to allow the company to deploy an industry first “one-device” solution for its representatives. The challenge that we are facing is to take advantage of the unique strengths and limitations of the device, the needs of sales representatives had to be balanced with the needs of the home office.

Here, we can set up a cross-functional team of consultants with sales and marketing experience, client area sales directors and home office staff, with the goal of deconstructing a sales rep’s day and identifying which key iPad-based tasks truly create unique business value. In order to meet this challenge, we should carry out analysis on the sales force activities. Business needs to automate, redesign or eliminate many activities that were typically performed manually, or on disparate systems. This will allow the representative to focus on tasks that truly add unique business value. By applying an iterative process of isolating key areas of value and then simplifying the way the user can capture that value, the team can create a focused user experience that goes beyond simply replicating the functionality of existing desktop applications.

The advantage of implementing the above idea will help sales representatives conduct all their promotional and administrative activities using their iPads and will not require a separate laptop either on the road or at home. The end result is a streamlined system that delivers a user experience focused on the needs of sales representatives and healthcare providers, while delivering lower total cost of ownership and enhanced value to the home office.

Sales reps enabled with iPads can perform call management activities as well as administrative tasks such as e-mail, expense reporting, event management setup, samples management and call activity reporting while on the move between physician visits. Representatives do not need to wait until day’s end for reporting and other administrative tasks. iPads also enable precall preparation and access to critical detailing material when on the move. The ease of operation of the iPad makes it more likely that sales reps capture data throughout the day, thus enabling more accurate call reporting and improving overall efficiency.

According to the Manhattan Research’s new ePharma Physician® 2012 study, the healthcare market research firm surveyed 1,819 practicing U.S. doctors to study how they use digital and Internet tools to research drug information. The firm discovered that in the span of just one year, the percentage of pharmaceutical company representatives using the iPad when meeting with physicians had more than doubled from 30% in 2011 to 65% in 2012.

Cost reduction:

Mobile devices like the iPad require an initial investment in hardware, technology and supporting infrastructure, but in the long term they can help lower overall operating costs. All content ranging from marketing material to training content can be pushed to the mobile device and made available almost immediately to pharma sales reps. The costs of physical distribution and implementation are significantly lower as most sales processes can be digitized and virtualized. In addition, the overall increase in productivity by 32% and efficiency by 39% has the potential to result in substantial cost savings. Pharmaceutical companies will save up to $500,000 by no longer printing sales materials.

In the end, the iPad is a popular and well-equipped tool with the potential to change how data is consumed by pharma and biotech professionals. I advise organizations to look at how they can exploit the iPad’s functionality to make faster and more accurate business decisions without losing the human element of the physician-sales rep relationship.

For any further questions, feel free to contact me

Regards,

Shivangi Gosai