sales.visioner - autumn edition by Media-Soft

SFE Pharma NEWS |Pharma Sales |Pharma Marketing

sales.visioner the Pharmacentric white paper English edition Volume 1 Autumn 2010

iPhone? The next pharma smartphone?

The Key points of SFE implementation at emerging markets Sales Productivity : The key to Sales management effectiveness Supported by

ADAM: The table PC for Pharma?

ROCHE: New social media rules!?

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 VOICE ACTIONS

FOCUS SFE. Touch Screens replaces old whiteboards at hospitals in Copenhagen

FOR

ANDOIRD Control your Android phone just by speaking using Voice Actions. This could be a very useful feature for the reps on the field. View maps, send sms or emails, establish calls via the new function o Android. You can download it from Google.

+IS APPLE WORKING ON A TV?! If you are reading this message on your iMac, speaking on the iPhone with your sales rep who uses the Sales Vision iTouch CRM on the iPad, know that the “i” family is expanding. According to some rumours Apple Inc. plans to rebrand the Apple TV

t Hillerød Hospital in the Capital Region of Denmark, the old whiteboards have been moved to the museum and been replaced by new interactive screens. These touch screens are better at giving the nurses and doctors the overview of the patients, the personnel and the whole department that they need.

surgical, emergency departments and the patient wards. The screens have been placed all over the department in strategic places, so doctors and nurses always can get a realtime information on in-coming patients, waiting patients, diagnostics, available beds, lab tests, personnel and many

The Emergency Department at Hillerød Hospital is the first in the Capital Region to use large screens with the most advanced touch technology developed on top of Cetrea's clinical logistic systems for the

Either way, it's reason enough to expect that while iTV may well be Apple's internal, even preferred, name, they're an ocean away from being able to actually call it that.

Otsaku Pharma set to buy 1,300 iPads! It’s only a matter of time before the big pharma companies in the US follow suit by buying iPads in bulk.

Lets see what Apple will bring.

 iPad

KILLER

ADAM

WILL COST 399USD?! The cheapest model, of ADAM the LCD Wi-Fi only one will cost $399, or $449 for the 3G version. Over to the Pixel Qi model, which will cost $449 for Wi-Fi only, or $498 for the 3G one. All models will apparently come with an iTunes-like download store called Genesis pre-loaded, which will sell eBooks, music, movies and apps.

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tsuka Pharma, the pharmaceutical company responsible for the blockbuster drug Abilify, is in the process of purchasing 1,300 iPads for its sales reps in Japan for marketing purposes. The iPads will be used to give presentations to physicians and for the sales force to study company material. According to the Businessweek article,

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the company is also considering implementing this strategy in other countries. They plan on spending up to $2.5 million on the iPads, including service fees. It’s the perfect tool if you’re a sales rep, especially if you have 3G connectivity – allowing you to get updated news and data to your iPad while you’re on the field.

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FOCUS SFE. ROCHE ASKS EMPLOYEES TO BE SOCIAL MEDIA “SCOUTS” ONE OF THE BEST PHARMA EXEMPLES OF BUZZ MARKETING MEASUREMENTS IN THE LAST YEARS. WELL DONE ROCHE.

he Swiss pharma company ROCHE publishes its Social Media Principles, a four-page document of operating procedures for employees. One of the standout points is a requirement for its global workforce of more than 80,000 to be on the lookout for “sentiment and critical issues” when they use social media websites. “Even if you are not an official online spokesperson, you are one of our most vital assets for monitoring the social media

GSK will implement new Rep Compensation model !?

tarting in 2011, bonuses for most members of its sales force will no longer be based on targeted sales numbers. Instead, GSK reps will be evaluated “by customer feedback, and by a sales professional's adherence to the company values of transparency, integrity, respect and patientfocus,” the company explained in a statement. The larger question, however, is how the

landscape,” says the guidelines. “If you come across positive or negative remarks about Roche or its products online that you believe are important, consider sharing them by forwarding them to your local communications department.” The publication of its social media guidelines sees Roche break new ground in the industry, by becoming the first pharmaceutical company to make its operating procedures publicly available. In the document we can find

change will impact the sales force. The move appeared to be in line with the company’s effort to pare down its sales force so that most physicians only see a single GSK medical representative. Last month the company cut 700 sales and marketing positions, according to the Wall St. Journal Health Blog. Well, sales are not the only indicator of success. Ironic, but one CM from GSK has once said to us, we hope that in the future Pharma CRM solutions will be m ore re la ted to qualitative indicators like relationships and not just on quantitative like sales.

guidelines for personal and professional use for social networks like FB, LinkedIn or Twitter. Some of the rules are: be conscious about mixing personal and business lives, to follow the group code of conduct, be careful when talking about Roche etc. We like the idea and decently they can impact on their perception on a global level. Roche has showed that they are ready for social media responsibility and usage.

Sanofi-Aventis to takover Genzyme? Reuters reports that pharmaceutical giant SanofiAventis has approached the board of Genzyme with a takeover bid of US$19 billion (€14.6 billion) for the company.

Best iPhone Pharma apps 1. 2. 3. 4. 5. 6.

Sales Vision Pharma CRM Skyscape Medical Resources MedPage Today Medical Radio MedCalc Drug Trials

Topic in next sales.visioner. In the next edition of the sales.visioner we will analyse the situation on emerging markets like Russia, Mexico, South Africa etc. Is this the new El Dorado for the pharma business? How SFE is working there?

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OPINION.

Sales Productivity : The key to Sales management Are you frustrated managing sales people who seem to be content to just “cruise along” and do not achieve the numbers you expect? Have you tried applying the newest theories of sales productivity management to your local or multi-cultural sales force “engine” with less than the outstanding results? Sales leadership is both an art and science- and depends heavily on how well your sales managers can execute.

fter

working

with

many

different

organizations and sales cultures, I’ve developed

simple

and

practical

approach to improve sales productivity via the sales management team, which I call “1+1+1=4!™” I believe the first and foremost mission of a sales manager is to create all the conditions for their reps to succeed Here

are

some

highlights

this

sales

methodology: If you have ever run a consulting business or a Professional services business, your revenue forecast was based on your people

By: Philippe Le Baron

production: your delivery organization was living by the following ratios: chargeability, billability,

salespeople based on simple ratios specific to their

average price per day, per person, average number

sales cycle that tells you in advance whether or not

of bid investment days, etc..

the sales person is on the right track (before the

Sales productivity boils down to creating the same

month/quarter is over). Regardless of what he/

kind of “people based forecast,” but for sales

she tells you. By providing these two “hard facts,

people only. If you use a regular sales forecast that

data analytics”-based reports early enough to your

is opportunity/account based, the sales volume

sales manager, he/she can then use this extra

total should be the same on both reports. But what

information to inspect business in a better, more

your sales productivity forecast brings to the table

informed and more predictable way. In order to

are two extra items: 1) A past/present/future

calculate

picture for each of your salespeople that adds

variables, you need to consider the set of outputs

value to your opportunity based forecast and

and inputs that are specific to your business on

therefore to your “forecast confidence factor”.

both the Rep level and Sales Manager Level. Here

2) An “early warning system” for each of your

are some example.

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and

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understand

these

two

extra

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OPINION.

Sales Productivity : The key to Sales management effectiveness Sales Outputs & Inputs

Motivation, company culture, company support (management, functional), existing client base,

REP OUTPUTS: Sales volume is, of course, #1 on

Market conditions, competition, offering, time.

the list, but you also want to consider how we get

What is interesting here, is to consider who is

there.

the

responsible for establishing most of these inputs to

brand

a sales person’s success.. it’s the Sales Manager(s)

image, leads, Sales cycle ratios (prospect calls,

This is why the first and foremost mission of a

doctor meetings, hit ratio%), Doctor « loyalty »,

sales manager is to create all of the conditions for

market share per pharmaceutical, institution,

their reps to succeed.

referrals, new customers, new market penetration

Now sales managers are no magicians either, but

(pharmacies), activity, average deal size, deeper

they should understand what pivotal role they

customer penetration (hospitals).

play in their rep’s success, and failure… Let’s take

Here

pharmaceutical

are

some

industry

examples for

instance:

a look at what this production system looks like

...who is responsible for establishing most of these inputs to a sales person’s success.. it’s the Sales Manager(s)....

for a sales manager : SALES MANAGERS INPUTS are similar to the inputs for sales reps with one big add on : Your sales team (each and every one of your reps) SALES MANAGER OUTPUTS focus on how the

You need to set objectives for the Sales Rep

team

outputs that are specific to your business, and

achievement,

measure results and progression such as; You

predictability, Sales management cycle ratios,

expect your reps to produce W$ of sales- You

Productivity ramp up/acceleration, Pipeline to

know that in your business, this represents X bids

goal conversion#star reps low reps turnover

and Y meetings, that go over an average sale cycle

(unless you are in a different business very rep

of X month. The inputs are like a staircasa, you

consuming…)% of reps at goal

need to define how many steps, and which are

The effective management of this set of outputs

they, that pave the way to success for an average

and inputs can make the difference between

sales person in your business. That is how you

growing sales and blowing away your quota

create the benchmark and the ramp up.

versus,

REP INPUTS : Here is where you look at the

challenging economy.

performs…Sales growth

declining

volume, targets,

sales

performance

conditions that are fed to a sales person to help him succeed. For example…Quota, Territory, Compensation

plan,

Self

(given)

skills

and

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margin Forecast

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Why is iPhone the next Pharma

smartphone? doubt that Steve Jobs was think-

that pharma companies have been very

ing about helping the pharma

successful in the past doing things the

industry when his company cre-

way they’ve always done them, so big

ated the iPhone, but he is a visionary,

risks aren’t encouraged. However, it’s a

so you never know. Pharma marketers

whole new world now and pharma

are always looking for the next big

needs to do something different. Their

thing that they can be the first to try,

traditional marketing model is failing,

that’s “innovative”, and that will put

so now’s the time. The iPhone should

their products ahead of everyone else. I

be the real pharma smartphone. Why?

have noticed, though, that it takes

We will try to figure out what people

pharma quite a while in many cases to

are saying and, of course, if iPhone can

catch up.

beat and take over the place of the

Rarely is pharma the first to try any-

pharma king, BlackBerry.

thing. In many cases, there’s a good

BlackBerry

reason for this. It’s a highly regulated

pharma smartphone now. If we take a

environment, as we all know, but it’s

closer look at this fact, especially at the

also an environment where marketing

structure of the users, we will see that

risks are generally not rewarded within

BlackBerry is mostly used by top

the corporate structure. What I mean is

management. But what about the

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the

most

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common

Is Pharma ready for the iPhone? Is iPhone a strategic tool for the sales field and SFE?

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Why is iPhone the next Pharma smartphone? The new iPhone 4 is a powerful gadget.

medical and sales reps in the

Trends, added value and fancy

most of them don’t know any

field? In most cases they use

gadgets

new trends or what is happening

nothing, which means that this is

in the market, they are perfectly

a valuable market niche in the

Let’s look at the situation ten

happy with their own iPhone.

future. When I talk about the

years back. The main added

Ask

iPhone to the reps and mention

value and motivation factor for

smartphone will be and they will

all its advantages, they become

every sales rep was to earn a

answer, of course, it will be the

curious and more than 50% of the

laptop. Today everybody has a

new iPhone release.

reps agree that they need it! As

laptop

The iPhone is also an image

we seek how to improve Sales

smarter.

want

booster. When the rep visits

Force Effectiveness, we see the

smartphones.

smartphones

doctors or medical institutions its

iPhone as an ideal solution for

segment we are facing an open

shows them that their companies

the pharma with direct benefits

war

take

like mobility, interactivity and a

BlackBerry, Symbian, iPhone and

employees,

great image booster. It’s not a

the high potential BlackBerry are

motivation.

secret that reps don’t like the old-

fighting for any market share.

Also,

fashioned laptops (ok, you have

But is iPhone really the best? The

pharma companies like Merck

netbooks, but still) because who

answer is simple, it is.

and Pfizer are already testing the

would like to carry it around

I know many iPhone owners.

iPhone for the compare solution.

when

They

If this happens, we are sure that

visiting

doctors

and

they

want

Now

they

between

have

providers;

many

things

pharmacies? Let’s talk for all

common. First when you ask

reps, buy them iPhones.

them about other smartphones,

them

what

good

there

their

care

are

their

image

and

rumors

others will just follow their suit.

”BlackBerry is the most common pharma smartphone now.”

Some details of the new iPhone 4

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that

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Why is iPhone the next Pharma smartphone?

Some Pharma examples and SFE

iPhone. Pharma CRM solutions

native and offline app where you

as an internal process

have exist on the iPhone for

can work without an internet

many years. But the truth is that

connection with a local database.

How can iPhone be used for

none of them has been developed

In the next issue of sales vision

pharma?

education,

for the iPhone. It means that the

we will take a closer look at the

physician

app was not programmed in the

app called Sales Vision iTouch.

education, detailing just to name

X-code, the native code of Apple

Also,

a few. Has anybody tried it

developers. Does it make sense to

information that

yet? The answer is yes, Johnson

have an iPhone Pharma CRM

CRM providers also want to

Care

app if you can work and access it

develop their own Pharma CRM

Connector app, which is aimed at

only when you are online? If you

solution.

patient caregivers to keep track

ask us, it doesn’t.

Vision iTouch app from the UK’s

of appointments, prescriptions as

Sales and medical reps need

company Media-Soft seems to be

well as to connect with other

latest and timely information

a good solution.

caregivers. Another example is

about their clients. So with a web

So it may be concluded that

Asthma-Charter

application,

app, they would need to search

iPhone is a cult like Starbucks,

which is a disease management

for a wireless internet access or

VW Beetle, Rolling Stones or

application.

be subscribed to an internet

some other

Our sales vision team is always

package.

Pharma is ready for such a big

focused on how to use something

At beginning of this year, Media-

step, but still there is the question

for the purpose of sales force

Soft, a pharma CRM

leader

of time. The BlackBerry was also

effectiveness? We can talk about

announced and launched their

not a standard 3 years after the

Pharma CRM solutions on the

Pharma CRM app. This is a

launch.

patient

Patient compliance,

Johnson

created

have

For

now

got

the

some other

the

Sales

immortal product.

”The BlackBerry was also not a standard 3 years after the launch.”

Who Is Jane Appleseed? As many students will know, Johnny Appleseed was an 18th century American pioneer, missionary, and gardener. He was a kind-hearted folk hero with a penchant for apples, which appears to be the only tenuous connection to Apple. media-soft.info

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How has the market changed?

Why is iPhone the next Pharma smartphone?

many killers but not a single iPhone

murder.

The

same

Info

Until 2007 and the official launch

example can be found in the car

of the iPhone 2G the trend in the

industry

mobile world was to launch

segment. There are differences

smart little mobile phones with

between

the best pixel camera. On 9th

companies who set standards,

January 2007 the iPhone was

like Apple.

introduced. First it was not a

Well, there is the final question

serious player from the point of

and explanation why we didn’t

view of Nokia, Samsung etc. But

give our opinion about the

Well, iPhone will be the next

then, the mobile phonemarket

newer iPad? The iPad is a

Pharma smartphone. Its stylish,

has revolutionized forever. Now

magnificent

you

fancy and really stable for medi-

the mission was to have a big 2.5

cannot phone or message like on

cal reps and managers. A great

or 3 inch touchscreen on which

the normal smartphones. There

gadget for the sales field.

you

control

is also the question of price and

So,

if you don’t have the more

summarize it, today we call the

expensive 3G solution, honestly

complete segment and market of

it doesn’t make much sense to

smartphones iPhone segment,

buy it.

download

thousands

and apps.

and every new wannabe iPhone, iPhone killer. However, they are

and

the

followers

Golf

Solutions for Pharma: SFE, Pharma CRM, maybe BI

and What's new with iPhone 4? FaceTime, fast processor, many

gadget

but

pharma apps, great touchscreen

What to say?

”However, they are many killers but not a single iPhone murder.”

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OPINION.

The key points of SFE implementation at emerging markets In any sales force, you can get along without the vice president of sales, the regional sales director, and the training manager, but you cannot get along without the district (first-line) sales manager

hey are gossiping about SFE. This topic is very popular either into a company or in professional communities, at the

conferences and round tables discussions. Some managers

even

try

implement

different

components of this difficult integrated approach to optimization of SF daily activities. But how does competent to speak about the drugs (medicines) promotion process optimization by SF activities improvement only? The Company-to-

By: Maxim Lisitsyn

Client interaction processes include many and many different activities directed at Clients, at

accordance with these regulations. And the result

Products, at Professionals who are working with

of that processes should not depend on internal

this Product. Therefore, this work is not only with

factors as it’s possible. The main focuses of

SF, but with all kind of processes and employees

optimization should be the following processes:

of a company. This is ideal task to implement full



SF sizing and structuring (which includes

coverage of a company by innovation and

also an efficient recruitment process, an

optimization processes. I know, that complicated

initial training course improvement, staff

decisions have been the case at some companies,

integration program implementation);

especially which HQs clear understands how



competency model implementation and

significant would be that complex processes at

regular assessment of staff performance

emergency markets. Perhaps is more actual to

(their ongoing professional development,

discuss

the

term

“sale

force

marketing

involvement,

motivation

and

excellence” this time. At least, the integration of

incentivizing, corporate values and loyalty

marketing

programs);

and

sales

divisions

becoming

apparent much more.



territory

potential

assessment

and

SFE. What does it mean? Many of processes in a

alignment

company should be regulated and conducted in

system, customers profiling, segmentation

(implemented

ETMS/CRM

and targeting processes, KPI’s system); media-soft.info

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OPINION.

The key points of SFE implementation at emerging markets 

sales

and

marketing

cooperation

And

during

this

interdepartmental

work

company strategy implementation (right

motivation is a great point which mentioned above

regional planning and resource allocation,

already. It should be clear, but in addition a KPI’s

effective communication and feed-back).

system, which gives the controlling of approaches and the understanding of motivation factors,

At the end the main targets should be the

should be collaborated and distributed to all

development of

competitive advantages, the

involved into the process. Through these KPIs the

improvement of internal processes, optimizing

changes should be accepted by each employee and

ROI and, of course, the achievements of goals. All

settled tasks should be reformulated into a special

these things require the clear understanding of

coordinate system of each level of managers and

these processes importance by all of involved

especially for the main staff of a company – to

employees,

medical representatives. Therefore, ideological

understanding

their

roles

and

...Nobody shouldn’t be excluded or not involved if his/her responsibility concerns with SF...

support is needed. The Regional Managers (District-), as a First Line Sales Managers (FLSMs), should help to their teams to perceive these changes correctly. There is a fundamental principle of that, maybe

implement KPIs. Based on indicated above, it’s

just correct one in the situation, flow of the

very important to take into account all success

information. Each process of changes should be

factors of all changes, which will be implemented

started with creation of communication channels

into SF structure and their activities. These

with the SF. All approaches are acceptable, even

processes should cover all employees of a division

“grey” methods of PR (an obligatory checking of

or even of a company. Nobody shouldn’t be

an understanding correctness of each task should

excluded or not involved if his/her responsibility

be included). And in the same time, during the

concerns with SF. A flag should proudly streams

process of that changes implementation, the key

above a boat! TOP management should be not

point is a creation of conditions to the arranged

only involved, but should be “a sponsor” of the

changes importance would be understood and

project (and it’s not the question of the budget).

perceived by involved employees. They should

This is point of right communication about and

realize what these changes will give them at each

importance of the project for the company. The

level. The main part of changes, which were

right point also is a project team, which should

implemented at the last 5 years and will be in near

includes

each

future, concerns with a structure and activities of

department involved into the process of changes.

SF. Thereby, the factor of FLSMs role is so

TOPs

and

members

from

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OPINION.

The key points of SFE implementation at emerging markets SF. Thereby, the factor of FLSMs role is so

of the process is: to assess how secure the

meaningful. Regional (District-) managers provide

deal really is, and provide to your REPs

many tasks, apart from their work with the team.

ideas and resources that will help them

The spread of these tasks depends on many

close the deal safely.

factors. But the first thing which should be secured



The

forecasting

process

(one-to-team

by FLSMs is daily work with the staff. This work

process-high risk) is essential in terms of

includes the following types of activities:

team assessment and team success. This is



(one-to-many

an interaction that usually takes place

process), where the purpose of ongoing

between you (Sales Manager) and all of

sales call is not for sales manager to sell. It is

your REPs. During this process you share

for them to observe, to support and to

the collective view with your REPs. This is

coach.v And at the end, there is to improve

opportunity to show all of them how well

REP. But make no mistake: this call should

you listened to them, how smart you are at

be the best time for Manager add value to

remembering what everyone told you about

both REP and the Customer, and to coach a

individual deals, and how value is added

REP, not to lead the call.

during the exercise, thank to the different

The Customer (REP) calls (the one-to-one

questions you ask during the forecast.



“the

joined

sales

calls

process). The outcome of these session



The Pizza Training Process (one-to-team

should be to elevate your partnership with

process) is in addition to any training

this individual REP to a new level. To drive

activities hat your REPs might be going

new activities out of the REP, to provoke

through. It’s not so much about training but

behavior changes and to learn from the REP

more about practicing. And it’s about team

(as much as s-/he will learn from the

building. There is a Pizza Training Process

Manager).

because you (as Sales Manager) want your

The deal review process (one-to-many

REPs focused n Customers during most of

process) focuses on your (this Manager)

their days, working on proposal, going on

district hot deals, the top deals that can

Customer calls. This process can only be

make or break your business in a specific

effective if it happens regularly.”

quarter. This process should be facilitated

To follow to all of these processes allow to Sales

by the Sales Manager, but the value you (as

Manager make correct decisions, to lead his/er

a Manager) will create for your REP will

people, better assess situations of their settled

come, from the question you ask, and the

tasks and to reach right solutions, and solve the

answers the participants give. The purpose

problems.

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CASUAL. 

Next edition

Where is the future of pharma marketing and sales at emarging markets...

BRANDAD SITES WORK BEST FOR PHARMA

Branded websites are the most effective form of pharmaceutical marketing,

and

effective

patient

starts

according

are

highly

generating

and a

new

refills,

study

comScore, Inc. The study evaluated the impact of various online marketing activities - including banner ads, rich media, search marketing, and visits to a brand website on a pharmaceutical brand’s awareness, sales

favorability

results

among

and both

patients and prospects.

FIND OUT FIRST!

Existing patients who visited a

If you want to receive notification that new sales.visioner is out register by: 1. Send an email at salesvisioner@mysalesvision.com or 2. Send an empty sms at +44 77 65 806 285

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brand’s website increase their refill rate nearly 25 percentage points, compared with those who did not visit the site. Patients who were new to a treatment

increased

incremental

11.9

percentage

points higher than the control.

Exposure and interaction with

rich media advertisements also refill

rate

among

existing patients with a 14.0-

International edtion

media-soft.info

improved

point lift vs. the control group.

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