The dust seems to be settling in the mobile communications world after several years of upheaval. The mobile revolution seemed to take everyone by surprise, probably because it was an evolution rather than a revolution. Unlike the web, which was hyped to the skies in the late 1990s (by the current author among others!), mobile sales tools evolved from standalone laptops to more convenient PDAs (personal data assistants) to a wireless set up that enables representatives to take pre-sales information and file post-sales call reports on the move.
A few years ago, most people looked in bemusement at PDAs, which just seemed to be electronic calendars. They had heard about tablet PCs and wondered whether mobiles would ever be used for anything other than talking. That old bugbear of emerging technology in the pharmaceutical industry, the lack of provable return on investment (ROI), together with a scarcity of examples of its effectiveness, can now be addressed. The proliferation of options is still there, and in fact new methods of using technology are emerging as the potential for mobile and wireless among pharmaceutical representatives becomes clearer. Maybe pharmaceutical companies don’t buy until they have a very limited choice, in a latter-day variation on the old saying, 'No-one ever got fired for buying IBM'. But the days of companies hanging back and waiting for someone else to stick their neck out have gone.
So what is mobile technology being used for? The vast majority of companies have opted for sales force automation (SFA) features, notably increased sales force productivity and mobility, and improved territory management and gathering of customer data. eDetailing is important, but it can’t be done on a pocket PC, which means that companies keen to adopt will have to invest all over again in tablet PCs.
And devices? Most users have gone for a PDA or pocket PC, largely because of familiarity. However, the tablet PC is slowly gaining ground as its value as a demonstration device becomes clearer. The BlackBerry can’t be discounted either, since it now has almost universal uptake in the executive suites of the world.
Interestingly, mobile is not being used for what an outside observer might think was the primary purpose of representatives: to persuade doctors to prescribe more of their company’s products. Mobile is only - so far - being used to keep track of who, when, how often and for how long representatives visit, not for what they say when they finally see a doctor.
These were the main takeaway messages from the eyeforpharma Mobile and Wireless Sales Force Strategies conference, which saw case studies from some of the leading players in Europe. The agenda was split into theory and practice: day one looked at strategic analysis and the business case for wireless deployment in the field; day two covered successful implementation, execution and ROI measurement. The main issues that were discussed were strategy, how mobile increases efficiency, implementation headaches and which device to use - a PDA, a pocket or tablet PC, or a BlackBerry.
CONTENTS
Mobile and Wireless Sales Force Strategies - Programme
Introduction
About the author
Strategy
Synchronising with mainframe CRM
Sales efficiency
Implementation
Which device: a BlackBerry, tablet or pocket PC?
Conclusion
Further reading
ABOUT THE AUTHOR
John Hosken has been closely involved in writing about, planning and implementing technology for the pharmaceutical industry for the past decade. After a career in financial and consultancy marketing, he joined Merck in 1997 as one of the pharmaceutical industry’s first internet strategy managers. He helped the company to get involved in using the web to market to doctors in a wide range of countries, moving to Acurian to develop its franchise in the clinical trials online recruitment market, and then held a range of pharmaceutical marketing posts in various agencies. He has been writing on pharmaceutical marketing and technology topics for Pharmafocus since 2002.
Mobile communication is emerging as a core part of the pharmaceutical sales process. Doctors are no longer strangers to technology, with devices such as PDAs (personal data assistants) playing a key role in conversations between representatives and physicians.
Ten years ago, technology was an enabling service, with the sales force its client. Now, increasingly, technology is not only setting the agenda, it is also setting the strategy. Technology projects tend to be driven more by the technology available than by the business needs that must be met. Dominant technologies such as Google, Skype and BlackBerry have now taken over the strategy.
So, how does the pharmaceutical industry drive, maximise and, just as importantly, maintain mobile adoption? What does it use mobile technology for? And which devices will best serve its needs?
The eyeforpharma conference on Mobile and Wireless Sales Force Strategies, held in Barcelona on 14-15 March 2006, addressed these critical issues, with case studies from leading European players attempting to provide answers. This Conference Insights review looks at the most pertinent factors driving mobile communication and its impact on sales force strategy in pharmaceuticals.
CONFERENCE PROGRAMME
Day one: Strategic analysis and business case for mobile and wireless deployment in the field Chairperson: Alan Mair, Account Manager, iAnywhere
Outlook for mobile eDetailing solutions: how innovative technology and traditional attitudes are changing the pharma business model Jocelyn S Young, Research Director, Datamonitor
Ensure effective mobile delivery of data and new ways to overcome the barriers when maintaining a strong mobile infrastructure Ashley Latham, Senior Specialist in eBusiness and Mobile Computing, Novo Nordisk
Effective collaboration of sales, marketing and IT to ensure execution of business and technology projects Leandro Herrero, CEO, The Chalfont Project
How to sell a sales system: how Galderma transformed a recommendation into a self-selling standard across the company Sean Burke, Vice President IM, Galderma
Learn from highly successful hand-held and wireless deployments from cross industry sectors Keith Frimley, Business Relationship Manager, McDonald’s UK
How Ratiopharm implemented data communication technologies and increased sales force mobility as a result! Stefan Langthalar, Head of Business Systems, Ratiopharm
Track 1: Workshop led by iAnywhere Managing and securing mobile applications and data - experiences with large field deployments Alan Mair, Account Manager, iAnywhere
Track 2: Workshop led by BlackBerry How mobilizing data through BlackBerry devices can improve the medical field Larry Bensadon, Oscar Castellano, Jacobo Crespo, RIM-BlackBerry Spain
Track 3: Workshop led by Dexterra Implementing an adaptable mobility strategy Richard Roberts, Director, Dexterra
Wireless and mobile technology for reps: is it easy or difficult to implement? Marnix Kint, Field Force Support Manager, Pfizer Belgium
How Orion Pharma built a user friendly and user driven SFA solution Pekka Koivuneva, Group Manager for Financial, Sales and Admin Solutions, Information Management Department, Orion Pharma
Wireless deployments: the business case for wireless investments and the ROI on tablet pcs Rikke Ebel Nielsen, Vice President, Agnitio
Day two: Successful implementation, execution and ROI measurement Chairperson: Richard Roberts, Director, Dexterra
Intelligence applied: from data overkill to effective technology utilisation on a sales rep level Cem Oengoeren, European Director, Sales Force Effectiveness, IMS Health
Synchronising mobile/wireless devices with your mainframe CRM system Alfredo Nissim, President, Infonis
Serono’s mobile and wireless deployment of pocket PCs to improve sales efficiency Guilio Vannini, Director Marketing & Sales e-Solutions, Serono and Sylvie Ouziel, Senior Executive, Accenture
Amgen’s successful deployment of PDA applications in the field Marc Leijten, Project Manager Mobility, Amgen
The business case for deploying tablet PCs to increase sales force impact and optimise collaboration between sales & marketing functions Derek Pollock, President, Proscape Technologies and Ruediger Dorn, Director Process Manufacturing Industries, Microsoft
Learn how to execute a successful deployment of pocket PCs and increase sales efficiencies Howard Brodsly, Commercial and Administration Director, Janssen-Cilag Israel
How Lundbeck and other pharma companies implemented tablet PCs to improve physician detailing Morten Hjelmsø, Managing Director, Agnitio
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