the Pharmacentric white paper
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Supported by
English edition Volume 3 Q2 2012
The EGIS SFE approach! Android fights back iPad. Free way of Doctor Meetings. We have tested it. Greg Zurnamer: What to do different in 2012?
AMGEN/Watson Pharma Acquisitions
Accessories: Your fancy iPad rep
sales.visioner NEWS Feed Watson/Actavis Watson now third largest generics company with Actavis acquisition Watson Pharmaceuticals (Watson) has confirmed a definitive agreement to acquire privatelyowned generics firm Actavis for an upfront payment of Euros 4.25 billion. The acquisition of Actavis makes Watson the third largest generics company in the world, with US$8 billion in combined revenue expected during 2012.
Pharma and Web Pharma is a Leading Sector in web effectiveness Pharmaceutical companies, particularly European drugmakers, rank among the world’s best corporate communicators online, according to a new analysis. The sixth Financial Times Bowen Craggs Index of web effectiveness, which claims to be "the only comprehensive source of comparable data on companies’ corporate digital presence", notes that six of the top 20 rated companies are in the pharma sector. The methodology used in the index gives the highest scores to companies that have websites "that are well built, well integrated with other channels (eg YouTube or social media), present the companies messages most impressively, and serve a range of stakeholders well". Roche is rated as having the most effective website of all pharmaceutical companies, and comes fifth overall, while Novartis comes second in the industry and eighth overall. AstraZeneca ranks third in the pharma sector and 13th in the index.
Amgen Amgen buys Turkish generics manufacturer US biotechnology giant Amgen announced on 25 April 2012 that the company will pay US$700 million to gain a majority share (95.6%) in Turkish generics company Mustafa Nevzat Pharmaceuticals (MN). The deal will significantly expand Amgen’s presence in Turkey and the surrounding region, which are large, fast-growing, priority markets for Amgen.
media-soft.info
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sales.visioner NEWS Feed
We have discovered the most amazing accessories and add-ones for your iPad. Now, when every rep has it, you need to point with innovative and quite cheap accessories.
You fancy iPad Rep. 1. Kensington PowerBack Case, 79,99€ While
the
iPad
offers
entrepreneurs
ample
productivity
tools
and
entertainment solutions, heavy app or wireless usage can suck the life out of your battery–fast. Add up to five extra hours of juice with this protective, battery-powered case. It also has a built-in kickstand for better viewing in portrait, landscape, or typing modes.
2. Wacom Bamboo Stylus, 29,99€ Effective as the iPad's touchscreen may be for casually drawing or jotting down notes with a finger, graphic designers, artists, and architects may find it offers inadequate precision when performing complex tasks.
3. SENA Keybord Folio, 149,99€ This leather carrying case has an integrated Bluetooth keyboard and folding kickstand. Beyond the obvious benefits of protecting your device and giving you a more comfortable way to type, it's also elegantly designed. Heck, it's even fashionable. Be prepared to pay for the style, however: Units don't come cheap.
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sales.visioner NEWS Feed Source: Inc.com
Use some of our tips which you can implement in your business and private life. Ideal for sales and marketing people.
Become
the
PR monster.
1. Find a problem to solve. You want to publicize your expertise. Journalists want to cover popular and emerging topics. Bridge the gap by shedding light or new perspectives on trending issues, and you create a win-win scenario. There's no need to come up with your own brilliant story idea: Events already in the news provide a useful time hook.
2. Fit your pitch into one sentence. Decide what makes your company or product unique, and say it briefly enough to fit into email subject lines and the headlines of supporting press releases. Messaging must be short and sweet, as you have less than 10 seconds to make an impression. When possible, tie announcements to unique giveaways, promotions, or events as well— especially eye-opening surveys or research projects whose findings provide immediate discussion points.
3. Target specific outlets and writers. Skip the shotgun approach and carefully target individual magazines and section editors. Look for writers who frequently cover related topics, and send a direct, personalized email tailored for both their media outlet and individual section. One size does not fit all: Custom tailor every piece of communication.
4. Don't forget the call to action. Passive promotional tools like press releases and newswire distributions are easily ignored. To improve results, couple campaigns with direct calls to action that invite user participation: cast a vote, upload video entries for entry into online contests, like your company on Facebook in exchange for money-saving coupons, etc. Your goal is to invite users to join in the conversation around your brand. sales.visioner media-soft.info
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Sales Vision® iTouch iPad The First and Leading Standalone iPad Pharma CRM solution with GPS.
“Based on an extensive analysis of the Pharma CRM systems available, we opted for Sales Vision iPad from Media-Soft given the quality (Apple approved), flexibility (modular), service and availability in the local language. In addition, the package is offered at an acceptable cost, Mr Roberto Colauto, the Managing Director of Aurobindo Italy.”
www.media-soft.info
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sales.visioner THE new PATH
Some of the best FREE app which can help and innovate your business during meetings, collaboration and other kind of meetings.
FREE
W
hat if
Meetings.
way of you could manage
tations or PDFs thru DropBox after which
meetings in a new way? We
you can upload or recall them from the idea
don't speak about the typical
flight app. Idea flight enables to share in real
PowerPoint tool which is designed and
time over iPads your presentation or content
structured around some advises we mean a
to all people in the meeting room (up to 25
new way of leading business meetings.
attendees).
With such apps you can design or have new and fancy presentations designed in Keynote or PPT but the distribution of the content is really amazing. Now, what will happen when doctors will have iPads as their standard tool for work? You could manage The classic internet meeting tools like Lotus
any kind of content by avoiding high expen-
Live Meetings or WebEx are cool but used
sive CLM solutions. The content design is
by lots of people. So its not a new way of
not easy but a new way of distributing the
being different. There is one tool called idea
content sometimes is because many genius
flight which is available on the iPad. The
IT companies worldwide are trying to make
idea of this new tool is to store your presen-
our life easer.
media-soft.info
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sales.visioner FROM THE FIELD
Live from Turkey where EGIS Russia has implemented its new sales field strategy working with Samsung Galaxy Tab and the all new amazing Sales Vision Android CRM.
EGIS
Approach and the new sales
S
peaking from Turkey, Antalya. Weather
standalone app on Android devices! It’s called
is nice but unfortunately there is no
Sales Vision Android coming from Media-Soft
time to enjoy the amazing seaside and
sun. What has happened in Antalya is some kind of magic. Once a while you can feel that a new path and shift is going on but here we felt like on the MacWorld event and it wasn’t a Apple event at all. We are speaking about the EGIS guys and approach. It’s a miracle. Reps love it! The reason why we are speaking from Antalya is that we have participated at the EGIS cycle meeting where they have launched a new CRM solution for the entire filed force. Well, what is so exciting about CRM? Everybody has it so who cares about another implementation? Here we are talking about the Pharma CRM of the
next
07
generation
which
work
as
a
Inc. Besides that this all new Sales Vision Android CRM enables GPS tracking, detailed doctor mapping and profiling, same as the complete integration of sales and marketing activities on the field but also from the office. This is CRM and sales in a new way while results are already visible in the increase of sales, effectiveness, mobility and information value!
sales.visioner
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sales.visioner FROM THE FIELD The RIXOS resourt where the traning and roll out was realized.
EGIS Russia has searched for an all in one
sons as the Sales Vision advantage.
CRM tool which can indeed enable benefits for
“Now why we have selected Sales Vision.
the reps but same for the managers. Now this
There are following reasons (but this is not
is possible with the Sales Vision Android. Reps
ranking)
are happy since their work is done on the field
1. Media-Soft accepted our approach of think-
while managers in their offices enjoy in real
ing and recommendation to modification
data and robust analytics from sales, GPS coor-
2. Their share our business understanding
dinates, call statistics and some amazing secret
3. Media-Soft is flexible vs. your competitors
processes called Doctor Profile or Pharmacy
concerning many scopes
Module. Media-Soft has really done the An-
4. Media-Soft position is to intend to listen and
droid app so fancy, intuitive and easy for the
understand us, our vision, thoughts and for-
reps that they love it! At the end of the training
mats of the final result
we have been really surprised when more than
5. The Sales Vision solutions includes mobile
30 reps have shared their opinion about Sales
terminals (based on Widows mob., OS and An-
Vision Android by writing lyrics or quite posi-
droid)
tive testimonials.
6. Sales Vision solution includes GPS module 7. Price/functionality ratio
We also have got an exclusive inside from the
8. Attitude and really high professionalism of
National SFE Director of EGIS Russia, Mr
Media-Soft team�
Lukyanov. He highlighted the following rea-
media-soft.info
sales.visioner
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sales.visioner FROM THE FIELD
It’s Tuesday and we need to leave Antalya. A
Tablet market. As all know Apple was the pio-
fast taxi is driving us to the Airport and it takes
neer in this field while Android and others has
more than one hour. I think about the words of
just followed the path but we must admit quite
the SFE Director which are even not so im-
successfully. I doubt that Steve Jobs was think-
portant after this training and introduction of
ing about helping the pharma industry when
the new CRM to the EGIS reps. What is im-
his company created the iPhone and later on
portant and this don’t happens so often is that
the iPad, but he is a visionary, so you never
reps enjoy and love the solution! Sales Vision
know. Pharma marketers are always looking
and Media-Soft have done it and that’s the
for the next big thing that they can be the first
most important think at the end. This will not
to try, that’s “innovative”, and that will put
be another CRM which reps will use only be-
their products ahead of everyone else. I have
cause they have to.
noticed, though, that it takes pharma quite a while in many cases to catch up. Android is
iPad and other Tablet followers. This is the
also a nice device but if we are honest we can
reality!
state that it’s a very good copy of the iPad and Apple logic. From the user-interface and even
The amazing new approach is just a sequel of
some icons and like the eBook. Android is a
the Apple innovative approach to develop the
quite good generics.
EGIS National Sales Director with the Sales Vision Android is extremely satisfied.
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sales.visioner
media-soft.info
sales.visioner THE SFE group
We present one of the most powerful Pharma SFE groups on LinkedIn called Pharma SFE Club. Best of all its our official group with a huge sucess.
The
biggest SFE group
L
on LinkedIN
inkedIn is a amazing platform to share
or even writers thru our group. The group is
or see what is happening in your busi-
closed since our idea is to have a club model in
ness network. There are even some
which you can enter if you are lineked with the
business or people who have gain direct profit
industry to avoid promotional or spam activi-
from this business network. I am one of them.
ties. Now we have close to 2000 members which is a quite nice success and most of them
What is also important is the possibility to
is coming from Asia, leading by Pakistan, Chi-
share some opinions, best practice, advises and
na and some other markets which is a quite
more thru this powerful network. More than
interesting fact. In best weeks we have more
one year ago we have created our official
than 100 new members which are participating
group dedicated to Pharma SFE, Marketing
in our pharma conversation. You can join and
and Sales topics called “Pharma Sales Force Ef-
find us within LinkedIn by typing this key-
fectiveness Club.”
word into the Search bar: “Pharma Sales Force
The idea was to promote the crucial news,
Effectiveness Club.” See you soon.
trends and other hot topics inside pharma. On daily basis we receive comments, suggestions
media-soft.info
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sales.visioner OPINION
By: Greg Zurnamer
What to do different in 2012? Our natural instinct should be to identify actions that have delivered and leverage those and to try and avoid the ones that have failed or at least that’s what I am told.
O
nly when your product starts to
spend and more branding action plans seem
solve your customers problems
to have dominated their consensus. The idea
does it become a potent force" -
of doing more of the same and expecting a
Craig Stull, TUNED IN
different result as professed by our gurus
The Fatman and the Baldy Guy where once
seemed like a viable option. Was this a case of
again locked in protracted debate about the
insanity or just one of pure brilliance?
future of their individual domains. They each
Many sales professionals are at this time of
had made significant gains on the corporate
the year confronted with the same challenge
ladder in recent times and were now tasked
as our two intrepid leaders. How will the new
with the tremendous responsibility of leading
target for the year be achieved. Our natural instinct should be to identify actions that have
...we are conditioned to believe that as soon as our competitors have a price advantage that we are dead in the water...
delivered and leverage those and to try and avoid the ones that have failed or at least that’s what I am told. Sadly many sales professionals, will after trying for a short while,
their new teams to new heights. The smoke filled room echoed with the remains of countless ideas and opinions on how to solve their pressing problem. The idea of increased call rates, more field time, increased customer
11
just continue doing more of the same and hoping it works. New research has indicated that there is much that can be done to improve sales results away from the traditional focus.
sales.visioner
media-soft.info
sales.visioner OPINION
Many of these issues are quite revolutionary
events that force change to happen. An exam-
and might require some thought and ponder-
ple of such a trigger event could be a new re-
ing.
sistant bug found in the ICU for the first time or the impact of the recession on patient’s
Here are some suggestions that will positive-
ability to pay for services. Each of these events
ly impact your results.
is so significant that it will force doctors to change behaviour. If you are able to under-
Ask more questions during each sales call –
stand and assist clients in avoiding or han-
This might seem logical but there is a glaring
dling such events then this will place you
absence of good quality questions in sales
above the opposition on the value scale. The
calls today. Most of the time sales people are
likelihood is increased and more loyal sup-
...trigger events are those events what force change to happen...
port
Forget about building relationships – This topic has always been the most contentious
so eager to get to sell something that the most
issue to address. Throughout my selling ca-
important part of the sales call is neglected.
reer I was continuously told that building re-
One of the important differences between av-
lationships was the key to success and that if
erage sales reps and those who succeed is
my doctors liked me they would support me.
their ability to ask focussed and relevant
It now turns out that, this fact like so many
questions. None of the “what do you pre-
other “sales truths” is just a figment of some
scribe doctor, why do you prefer the opposi-
sales manager’s imagination. The research
tion drug, wara wara wara” nonsense. These
and evidence now suggest that those sales
questions only serve to infuriate doctors and
people who profess to be relationship builders
will most certainly lead to a premature end to
are no more successful than the other mem-
the sales call.
bers of the team who do not. These relationship building efforts have been in vain and a
Understand the trigger events that occur in
huge waste of money. The truth is that rela-
the doctors lives – Trigger events are those
tionships are a result of what you do and a
media-soft.info
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sales.visioner OPINION
pre-requisite to sales success. Focus more on
attempt to compensate many original manu-
increasing the customer’s sales experience and
facturers have now launched their own gener-
less on building a relationship and you might
ics (sorry clones). These successes are short
end up with both support and a valued rela-
lived as the real problem is not the price but
tionship.
rather the lack of valued differentiation. If you fail to differentiate your brand then your cus-
Differentiate in a big way – We are in an era
tomer will do it for you and then it will most
of unparalleled commoditization of a once
likely be on price. Many sales people report
protected and highly profitable market. Many
that price is the customer’s main objection but
of the traditional brands have lost their patent
research has indicated that it has no more
protection and position in the market. In an
than a 9% effect on decision making and loy-
...focus more on increasing the customers sales experience and less on building a relationship...
alty. It is only through proper customer specific differentiation that you will be able to create relevance and support for what you sell.
Be our KOL If you want to write for our white paper, sales.visioner kindly let us know and contact us under— salesvisioner@mysalesvision.com .
Greg Zurnamer is the Sales Vision distributor for South Africa and the owner of HWA Advertising. You can reach him on - gregz@hiredresults.com
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sales.visioner Casual 
Merck Begins Global Creative Review
Next edition
Can pharma implement Guerilla marketing?!
Health care titan Merck parent to brands such as Claritin, Nasonex, Dr. Scholl's and Coppertone -- is embarking on a global creative agency review, according to various industry executives. A request-for-information document has
been
circulated
to
global
agencies by the Whitehouse Station, N.J.-based marketer in recent days. The RFI indicates that the company, which in 2010 ranked as the world's No. 3 prescription-drug marketer behind Pfizer and Novartis per market research firm IMS Health, is seeking global marketing ideas for its consumer health-care business. According to the RFI, the consultant conducting the process is New Yorkbased Avi Dan Strategies.
FIND OUT FIRST!
According to Ad Age's Datacenter,
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
advertiser, spending $921.1 million
Merck is the 38th largest national in the U.S. alone. Globally, the company is estimated to devote well over $1 billion to advertising. Branded websites are the most effective form of pharmaceutical
sales.visioner
marketing, and are highly effective
Contact us: info@mysalesvision.info
at generating new patient starts and refills, according to a study by
Š2012 All rights reserved. No part of this white paper may be copied, reproduced, transmitted, photocopied, recorded without the prior written consent of the publishers.
comScore, Inc.
Source:AdAge.com
International edtion
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