sales.visioner Winter edition 10/11 by Media-Soft

SFE Pharma NEWS |Pharma Sales |Pharma Marketing

sales.visioner the Pharmacentric white paper

Innovative and new marketing waves discovered by Novartis and Sanofi!

English edition Volume 2 Winter2010/2011

Pharma Table Battle! Which Table device should your medical rep have?

Pharma CRM revolution? The first iPad/iPhone app on the AppStore Steven Rosen: 5 Steps to Leading a Sales Force Restructuring

PFIZER: Innovative sampling race!?

Supported by

PHARMA SALES: growth in 2011?!

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FOCUS SFE.

New marketing opportunities? Sanofi and Novartis introduce Android apps ARE PHARMA LEADERS WILLING TO ADAPT TO SOME NEW RULES IN MARKETING LIKE GUERRILLA OR BUZZ MARKETING?

ow that new Android gadgets hit the

pany staff are versed in FDA rules, this app isn't

market about once a week, also pharma

likely to attract an agency crackdown like a DTC

want to include in the new innovative

app might.

technology. According to FiercePharma Sanofi-

Novartis is tracking influenza via its WheresFlu

Aventis and Novartis have both introduced new

app, which consumers can use to determine where

Android apps, and other digitally bold drugmakers

flu is most prevalent. It's designed to support the

are likely to follow suit. But even though Sanofi and

consumer drug Theraflu.

Novartis were gutsy enough to jump into the An-

Meanwhile, Sanofi has launched its Go Meals app

droid arena first, they're still playing it pretty safe,

to help diabetes sufferers eat healthy. The app pro-

content-wise.

vides nutritional info and restaurant-finding func-

Novartis is offering a technical app for healthcare

tions. Sanofi, of course, makes several diabetes rem-

professionals: the Novartis Oncology Medical Infor-

edies, including Lantus, its newest drug for the dis-

mation app, as InPharm reports. This will allow An-

ease. Both the Go Meals and WheresFlu apps are

droid users--and iPhone and Blackberry aficionados

also available on other platforms; iPhone and Black-

as well--prescribing information, downloadable

berry for the flu app and iPhone and iPad for Go

documents, and a direct line for inquiries to the

Meals. Letâ&#x20AC;&#x2122;s see how many apps will bring the fu-

company's medical information team. Given that

ture.

the labeling info has regulatory approval, and com-

(Source: Fierce Pharma)

Pfizerâ&#x20AC;&#x2122;s Race between reps IT in e-sampling

n the ongoing battle between human and machine, in this case, pharma reps and online marketing, Pfizer

has awarded new points to the machine. But as the Wall Street Journal Health Blog reports, the company has given reps the chance to beat the machine to the punch. Pfizer has set up an electronic sampling program, which allows doctors to order

lowed" policies at some teaching hospitals and physician practices--online may be the only convenient place some doctors can interact with drug producers. To placate reps who might feel threatened by the e-sampling system, Pfizer set up a pinch-hitting option. When a doctor orders samples online, the order goes to that doc's Pfizer rep. The human salesperson then has 48 hours to handle the sample order. If the rep doesn't deliver, then the e -system fulfills it.

drug samples online. Earlier Merck and AstraZeneca are also handling some drug samples in that way. After all, with new restrictions on pharma reps popping up all over the place, including "no reps almedia-soft.info

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Visionary newcomer generic company PharmaS deploys for entire sales force team iPhoneâ&#x20AC;&#x2122;s!

ď&#x20AC;Ť WORST PHARMA MARKETING COMPANIES IN 2010 BNet has nominated the 7 worst pharma companies in 2010. Is your company nominated?

FOCUS SFE.

harmaS the necomer

form will be supported by Me-

generic pharma com-

dia-Soft Pharma CRM provid-

pany has deployed for

er and there first native iPh-

their entire sales force team

one/iPad application for the

iPhone's. After Otsuka Phar-

medical reps. This could be a

7. Mannkind

ma, PharmaS will be one of the

tripping

6. Elan

first companies which have

proof that the iPhone/iPad

5. Generex

implemented the Apple iPh-

technology is the most innova-

4. AviBioPharma

one or iPad platform from

tive add value and functional

their

gadget for the sales force

3. Ranbaxy

headquarters

request

2. KV Pharma

what is pretty revolutionary.

1. Johnson&Johnson

Interesting, the iPhone plat-

point

which

will

teams.

Internet as a threat! 36 million Americans have bought Medications online without a Doctor's Prescription!

ccording to US Newswire Illegal online

licensed pharmacies, whether they have a physical

drug sellers have provided tens of mil-

location or are found online, sell only FDA-

lions of Americans prescription medica-

approved medication and only with a prescription.

tion via the Internet without a valid prescription,

Unlike legitimate pharmacies that offer consumers

recent research has found.

These rogue sellers

the option of ordering doctor-prescribed medica-

have preyed upon thirty-six million people, or 1 in

tions over the Internet, rogue Internet drug sellers

6 Americans, exposing them to the potential of

pose as legitimate websites that offer prescription

taking counterfeit and unapproved medications.

medicine for sale without a prescription.

The proliferation of illegal online drug sellers of-

makes it all too easy for people to unknowingly

fering medication without a prescription has

obtain potentially dangerous fake, substandard, or

prompted major online commerce companies to

unapproved drugs. "More than 95% of Internet

take action to curb this dangerous practice.

organic search results yield illicit websites that

Since June the IPEC has been working to increase

offer to sell unapproved and potentially counter-

cooperation between the government and the pri-

feit medicine, mostly without a prescription," said

vate sector to protect consumers from counterfeit

Jeannie

medications sold on the Internet by illegal online

Counterfeiting, International Government Affairs

drug sellers. All legitimately operating, state-

at Eli Lilly and Company, an ASOP member. "

Salo,

sales.visioner

Director

Global

media-soft.info

This

Anti-

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FOCUS SFE.

The first global Pharma SFE and CRM app for the iPhone/iPad finally on the Apple AppStore! SALES VISION ITOUCH IS THE FIRST GLOBAL PHARMA CRM APP WHICH CAN BE DOWNLOADED FROM THE APPLE APPSTORE. BEST OF ALL?ITS AN FREE IPHONE/IPAD APP!

he Pharma CRM landscape has

iPad and the innovative Pharma CRM app

dramatically changed! Now Med-

covers interesting modules like doctors

ical Reps, SFE, marketing manag-

and person list, hospital, pharmacies and

ers and other functions can get the best of

other institutions, Map and GPS tracking

mobility, modern technology platform and

and routing, Sales Preview, Dashboards

innovative solution in one single app run-

and of course Intelligent and innovative

ning on the iPad or iPhone! Itâ&#x20AC;&#x2122;s called Sales

Visit planning and realization/reporting.

Vision iTouch is coming from the vendor

Of course Sales Vision iTouch is an of-

Media-Soft Inc.

fline/online CRM build around modern

Very interesting

technology platforms which can be adopt-

is that Sales Vi-

ed in any pharma organization which can

sion iTouch is

easily be downloaded from the AppStore

also

officially

and linked to your database. As Media-

available on the

Soft has reported, with Sales Vision iTouch

Apple AppStore

already are working 300 medical reps in

as a free app

many pharma companies and parallel the

here!

Anybody

vendor is testing Sales Vision iTouch with

can download it

few other pharma companies. For more

and enjoy in the new Pharma CRM revolu-

information visit their web site under

tion!

www.media-soft.info .

We have tested Sales Vision iTouch on the media-soft.info

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Sales Trends.

Optimistic growth for pharma industry for 2011!

lobal pharmaceutical sales are expected to

their pharmaceutical spending grow at a 15% to

grow by 5% to 7% in 2011 to around $880

17% rate in 2011, to between $170 billion and $180

billion, compared with a rise of 4% to 5%

billion overall. Especially impressive is the rise in

this year, thanks to robust growth in emerging mar-

what is now the world's third-largest pharmaceuti-

kets, especially China, as well as new innovative

cal market: China. Spending there is predicted to

treatments, according to IMS Health. The head-

grow by 25% to 27% to more than $50 billion next

winds pushing back against that growth include

year. By contrast, Canada and the five major Euro-

budget pressures in the developed world and pa-

pean markets are expected to grow at a measly 1%

tent expirations." While the overall market will ap-

to 3% pace, while spending in Japan is forecast to

pear to rebound somewhat in 2011, the underlying

grow by 5% to 7%. The U.S., where spending is

constraints to growth in developed markets are

forecast to grow at a 3% to 5% pace, will remain the

stronger than ever -- including the impact of major

single largest pharmaceutical market, with sales of

patent expiries and payer mechanisms to limit drug

between $320 billion and $330 billion, up from $310

spending," said senior vice president Murray Ait-

billion forecast for this year. This divergence in

ken at IMS, which tracks global prescription drug

sales growth isn't surprising when considering that

sales for the industry.

pharmerging markets are benefiting from greater government spending on health care, and broader

Robust Growth in the 'Pharmerging' Markets

public and private funding, as IMS Health said. In the developed markets, on the other hand, pharma-

The 17 so-called â&#x20AC;&#x2022;pharmerging countries," which

ceuticals face price pressures from patent expiries,

include such nations as Brazil, Russia, India, Vene-

as well as from spending constraints imposed by

zuela, Poland and the Ukraine, are forecast to see

both

government

sales.visioner

and

private

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payers.

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Sales Trends.

Patent Cliff Shifts Gears in 2011

ed over $17 billion in total sales. But pharmaceutical firms are also poised to introduce new drugs next

The much-dreaded patent cliff will grow steeper in

year, and funding is expected to be redirected to the

2011 as a growing number of major drugs lose pa-

new treatments from other areas where lower-cost

tent protection and their manufacturers are forced

generics are available. "In 2011, we will see the loss

to compete with cheaper generics. The full impact,

of exclusivity for some iconic brands and a promis-

however, will mostly be felt in 2012, due to the tim-

ing new wave of innovation," said Aitken. The new

ing and competition among generics. Products with

products "are poised to fulfill patients' unmet needs

sales of more than $30 billion are expected to go out

and significantly alter treatment paradigms in sev-

of patent in the major developed markets. In the

eral key therapy areas" such as stroke prevention,

U.S. alone, two huge cholesterol treatments are set

melanoma, multiple sclerosis, breast cancer and

to lose market protection: Lipitor from Pfizer and

hepatitis C. A third of the new drugs arriving in

Plavix from Bristol-Myers Squibb and Sanofi-

2011 are expected to be specialty pharmaceutical

Aventis. Eli Lilly's antipsychotic Zyprexa and John-

products, and five of them are expected to become

son & Johnson's anti-bacterial drug Levaquin are

blockbusters with at least $1 billion in annual peak

also set to face generic competition. Together, the

sales. These could include AstraZeneca's heart drug

four accounted for more than 93 million prescrip-

Brilinta

tions dispensed in the past 12 months and generat-

telaprevir. (Source: dailyfinance.com)

and

Vertex's

hepatitis

treatment

â&#x20AC;?Impressive will be the rise in the third largest global market, China.â&#x20AC;&#x2013; Top 10 pharma markets for 2011:

Which companies?

China

Ukraine

Poland

think that there is always

Venezuela

space for pharma companies

Mexico

mands about the strategy and

Russia

innovation. Many are saying

Pakistan

could be measured with sav-

South Africa

Brazil

10.

Turkey

media-soft.info

We can expect an very interesting and exciting year. We

any market. It just de-

that in those times, success ings and cost cutting on the expense side, not in revenue growth. Well, for sure here is

which will play an important role during 2011! This theory is even more important in the generic segment. For sure we can expect something from: the Indian companies

like,

Dr.Reedys,

Ranbaxy, Zydus, Glenmark. Also there is the always ambitious Krka from the central European region Companies like Cipla, Hospira, Mylan, Par Pharma, Apotex., Lupin and others.

our list of pharma companies

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OPINION.

5 Steps to Leading a Sales Force Restructuring Word travels quickly and the way people are treated on the way out sends a message to the remaining sales people. Ensure that sales people are being treated fairly in terms of transition packages and with most importantly, with dignity.

he annual planning process is the time of year when pharmaceutical sales executives are asked to justify the cost of their

sales force. In light of lost revenue with products going off patent, changes in formulary coverage, and evolving decision makers, sales executives are tasked with difficult decisions. There are several best practices to preparing for a downsizing/ restructuring. Before announcing any restructuring/downsizing initiatives it is important to make sure you have dotted all your iâ&#x20AC;&#x2122;s and crossed all your tâ&#x20AC;&#x2122;s. The following list covers many of the big

By: Steven Rosen

picture items that are required for an effective and seamless transition to occur.

creating stress for everyone. Unfortunately the rumour mill is running wild with fear and nega-

Check List Prior to Announcing any Changes

tively impacting morale, focus and productivity. This is all the more reason to set deadlines and

Have all your ducks in a row: Ensure that HR

make sure you meet them effectively and efficient-

and legal have put all documentation in place. The

ly. Procrastination loves gossip!

packages for each sales rep that is being laid off

New vision ready for roll out. Clearly and con-

(severance letters and outplacement service offer-

cisely communicate your new vision. Describe

ings etc.) should be prepared and reviewed. En-

how the organization will be doing business differ-

sure that the people who are going to contact the

ently, i.e. what the new sales structure looks like,

sales reps have been trained and know how to ef-

and what the new roles and responsibilities for

fectively communicate what is happening. 2. Act

team members will be. Make sure you carefully

quickly. Even though you may try to keep things

craft the rationale for the downsizing to share

quiet, rumours of layoffs will inevitably circulate,

throughout the organization.

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OPINION.

5 Steps to Leading a Sales Force Restructuring Set up individual meetings: It is critical to meet

en you have been working on the changes for sev-

face to face with each employee. Keep meetings

eral months, this time line provides you with the

brief and factual. Treating those who are being laid

opportunity to deal with your own guilt, anxiety

off with respect by thanking them for their efforts

and fears about the impact that your vision will

and offering fair severance packages are im-

have on the organization. The front line sales man-

portant. Word travels quickly and the way people

agers on the other hand, are just starting to deal

are treated on the way out sends a message to the

with their own emotions. They have lost col-

remaining sales people. Ensure that sales people

leagues, sales reps and friends. They will be deal-

are being treated fairly in terms of transition pack-

ing with their emotions, anxieties and grief post

ages and with most importantly, with dignity.

announcement.

Word travels quickly and the way people are treat-

ed on the way out sends a message to the remain-

Set Post Announcement Metrics: It is essential to set some immediate goals to ensure that the management team is clear on what

...have all your ducks in a row: ensure that HR and legal have put all documentation in place...

you are trying to achieve in the short-term. Some goals may be: to retain all top performers, to regain productivity and positivity as quickly as possible, to transition to a

ing sales people. Ensure that sales people are being treated fairly in terms of transition packages and

new way of doing business 2.

with most importantly, with dignity.

Win their Hearts: You need to win their hearts before you win their minds. Buy-in is crucial. The managers need not only to be-

Five Steps to Leading Change:

lieve in the changes but in their future roles within the organization. The real work starts

The success of your new vision is dependent on

after all the announcements have been made

the buy-in of your front line sales managers. For

and the layoffs completed. Senior sales man-

any change management program to work it needs

agement must now shift their focus onto the

to be led from the front lines. It is essential at this

remaining sales managers and sales people.

time to effectively communicate to the entire or-

Be an Empathetic Leader: The key is to be

ganization the new vision. Your front line manag-

open. Listen. Help your staff deal with their

ers will look to you for leadership. You must mod-

emotions and be empathetic. By showing con-

el the behaviour you hope to inspire. Your attitude

cern and interest, you will be working towards

and behaviours throughout the initial phase will

getting everyone back on board.

send an important message to the entire team. Givmedia-soft.info

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OPINION.

5 Steps to Leading a Sales Force Restructuring Set up weekly group meetings to provide

Promote and Communicate Positivity: You

feedback on how the transition is progress-

need to exude optimism and a "can do" atti-

ing. Put out the small fires and try to ad

tude regarding the transition. Promote opti-

dress them before they become infernos.

mism and positive thinking in all your communications. Be sure to highlight positive

Offer Support: Your efforts need to be fo-

movements and all success stories, no mat-

cused on coaching and encouraging people

ter how minor. Reward each success and

to be successful in transitioning to the new

allow the people who adjust quicker to be-

vision. Be available, be present, and be there

come role models for the team.

for your people. You may want to offer your sales manager’s access to an executive sales

These are turbulent times in the pharmaceutical industry

coach to help them deal with any issues. An

and sales leadership is the critical factor for managing

executive sales coach can help accelerate the

success and thriving. I offer sales leaders one on one

transition by offering an unbiased sounding

Executive coaching to help them achieve great personal

board and be an outlet for managers to dis-

and professional success in light of the challenges they

cuss issues that they may not be comfortable raising with you.

face. Give me a call at 905-737-4548 for a free consultation on how you can achieve breakthrough sales results in 2011.

Steven Rosen, MBA is a sales management expert who helps pharmaceutical companies transform sales managers into great sales coaches. Steven’s works with sales executives to; hire top performing sales reps and managers, develop their team into top sales managers and achieve greater personal and professional success. He is the CEO of STAR Results, author of many articles in the areas of sales management coaching and sales management training. He is a contributing expert to Top Sales World. Steven’s mission is to inspire sales leaders, managers and sales people to achieve their full potential. He can be reached at steven@starresults.com or 905-737-4548.

Sales Vision® iTouch. On the magical iPad/iPhone 3G, 3Gs and 4

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Bye Bye BlackBerry. iPhone

Becomes Number 1 Smartphone keptics will still donâ&#x20AC;&#x2122;t believe but itâ&#x20AC;&#x2122;s true.

October 2010 shows the iPhone now reaching 27.9%

RIM's monopoly on email-addicted profes-

of the market, with BlackBerry at 27.4%, based on

sionals and government contracts could

OS usage. The Android is not far behind at 22%,

bolster the BlackBerry's popularity only for so long.

and Nielsen's research suggests it, along with the

According to a new report by Nielsen, the Apple

iPhone, could soon surge past RIM in market share.

iPhone has finally passed its main competitor in

Objective could be also that Android will pass very

U.S. smartphone market share. Well, you know that

soon the wounded Blackberry. How? You can for

Europe can only follow the U.S trends beside the

sure measure the interest by the figure how devel-

fact that many U.S. pharma companies consider the

opers are interested in development of apps on mo-

iPhone as the new corporate smartphone. Only one

bile platforms such as Android and iPhone OS. Did

huge account in the pharma industry can raise a

you know that Android now has 200.000 apps in

domino effect after which everybody will be iPh-

their AppStore called Android World? Lets see how

one/iPad addicted.

pharma will react on this new landscape but for

Though Nielsen acknowledges the two companies

sure it will affect the modern pharma industry a lot.

are in a "statistical dead heat," data collected from

Will pharma adopt? The new iPhone 4 is still a blockbuster. For sure this new market situation will have an strong impact also on pharma. Many pharma companies have already create some interesting apps which are focusing the communication with the patients.

media-soft.info

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Which Table device should your medical rep have?

urely you remember our last edition of

Who and why till now?!

sales.visioner were we have mentioned that Otsuka Pharma is buying 1.300

In our last edition of sales.visioner we have

iPads for their sales force team. Our conclusion

reported that Otsuka was pretty optimistic and

that

this

very

innovative

and

revolutionary for the pharma business. Some months later the market niche of smart table

visionary about the iPad by deploying around 1.300 such innovative gadgets. Roche is also

gadgets (NOT only PC!) is becoming more and

testing the iPad, followed by many other

more popular. We face new entries and

pharma companies as a hot rumor. Bayer

providers which are often running on the

Schering Pharma is also using iPad on some

interesting Android from Google. Well, what we have tried to conclude is which smart table can fit your specific sales force needs for your

developed markets. The newcomer pharma company PharmaS has already in place

medical reps? What is the best and optimal

corporate iPhones, followed by many other

solution for your organization? Can such smart

pharma representatives in different countries

gadgets and devices increase sales force

and markets. I know some pharma friends

effectiveness and efficiency? Well, letâ&#x20AC;&#x2122;s take a look.

media-soft.info

who are SFE managers and are buying in bulks iPads from different markets because they

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Which table device should your medical rep have?

can’t buy them legal on their

sports a dual-core 1GHz pro-

the doctors. The potential of

domestic

why

cessor (1Ghz single-core on

the PlayBook can also be

don’t they buy a PlayBook or

the iPad and Galaxy Tab), and

measured with the interest of

Galaxy Tab which is cheaper

boasts a whopping 1GB RAM

developers for creating Apps,

and available?

(twice as much as the Tab and

so let’s see what will be avail-

PlayBook vs. Galaxy Tab vs

four times as much as the

able in the BlackBerry World.

iPad? What should we deploy

iPad). RIM targets the Play-

According to T3 UK edition

for pharma SFE? The three

Book for the corporate folk

the PlayBook devices will cost

competitors each approach the

including pharma where the

$399 (£250), $499 (£320) and

tablet market differently: of-

BlackBerrys

especially

$599 (£380) respectively. So

fering three distinct mobile

popular, but there are plenty

the PlayBook will be launched

operating systems, three dif-

of multimedia and additional

in the second quarter of 2011

ferent target markets, and var-

add values features to keep

and which could be a too late

ying pricing models.

consumers happy. The new

entry in the table gadget seg-

BlackBerry Tablet OS looks

ment. iPad has built its posi-

like mashup between the lat-

tion on the market, the gadget

est BlackBerry OS 6 (found on

is working great without any

The 7-inch BlackBerry Play-

the new BlackBerry Torch)

problems, pharma companies

Book represents a fresh start

and

are already in the testing and

for RIM. It features a new OS

owned by HP), including the

implementation

called BlackBerry Tablet OS,

cards metaphor used for mul-

and most interesting, we are

(the result of RIM's acquisition

titasking. Yes, Adobe Flash is

expecting a successor and a

of QNX in 2010), and is

included so you can also pre-

new iPad in the second quar-

packed with hardware good-

sent your materials in PDF or

ter.

ies. For starters the PlayBook

Adobe format when visiting

market.

RIM PlayBook

are

Palm's

WebOS

(now

procedure

”Today medical reps need a new motivation factor! For sure this are not smartphones!‖

iPad has the biggest and best touchscreen on the current table market. If you have a table device, you need a optimal screen!

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Which table device should your medical rep have?

sales field people are looking

other Table gadget, except the

like they carry luggage for

iPad. Who doesn’t know how

What we most like regarding

vacation. To some, the Galaxy

an iPad looks like? But let’s be

the Samsung table is for sure

Tab is a compact 7-inch — or

fair and conclude that the only

the

running

just too small — iPad wanna-

reason why Galaxy or any

operating system. Android is

be; to others, it's a stretched-

other Android running table

the only potential iPad killer!

out version of the popular

gadget can succeed is because

The price is around 15-20%

Galaxy S Android phone, mi-

the Android itself. As told the

less than the official iPad

nus the ability to make calls.

potential can be measured

price, but let’s be honest, who

To be really honest the Galaxy

with the develop interest, and

cares about this 15-20%? So

looks like a small baby gadget

last month, so in December

price is not an advantage of

and you can’t expect to gain

2010

the Samsung table device. For

extra image points from the

200.000 apps while at the

sure why pharma companies

doctor when you will visit

same time AppStore has al-

are implementing such new

him with the Galaxy. One also

most 400.000 apps. Pharma

table gadgets, is because of the

very important thing is per-

companies like Novartis or

fact that medical reps and

ception. When people see the

Sanofi have already their own

other staff working on the

Galaxy they ask what this is?

Android apps, so pharma be-

sales filed can get mobility!

The same will be with any

lieves in Android, that’s a fact.

Galaxy Tab

Android

has

count

With 15-inch laptops on the Any chances?

As you know pharma loves BlackBerrys as a smartphones! Its the most common and used smartphone ever in pharma! But Apple wants the pharma market as well! The global market share is already taken from Apple and for sure we believe that this trend pharma will also follow! The iPad was welcomed already. We don't believe that BlackBerry has the quality to push over iPad from the market!

‖We don't have any doubt! iPad is the corporate and pharma ultimate table device!

Can new devices like the Motorola Xoom or Vizio Tablet become serious pharma tablets?!

media-soft.info

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Which table device should your medical rep have?

what should I use a camera as

the iPad's thatched roof. One

a medical rep? I will not take a

little fire may be easy for Ap-

What to state about the iPad?

picture of my doctor?! If you

ple to douse, but it's the first

Is there any doubt that this is

really need the camera you

of many arrows. Things are

not the best table gadget

will have it soon in the new

gonna burn

worldwide like iPhone is the

iPad facelift coming in the se-

smartphone? Apple has creat-

cond quarter of 2011. iPad has

At the end which table device

ed this segment and beside

already some interesting phar-

you will deploy depends of

this, he it is the most sold pro-

ma apps, like the Pharma

course on you. Pharma was

vider what is really a respect-

CRM app Sales Vision, which

never more ready than today!

ful fact. With one device they

was the first global of such

We are facing with some new

have the biggest market share

kind. Already there are availa-

unexpected trends which will

and followers from every sin-

ble some e-samples, patient

change

gle producer who likes to act

apps and many are just arriv-

landscape how marketing and

serious. We agree, the gadget

ing. But to Steve Jobs, it

sales be on the sales field

hasn’t got a camera, but for

should be a flaming arrow in

should be done.

iPad. Words are unnecessary.

the

entire

pharma

‖The new BlackBerry Playbook will face with a to late entry ....‖ The battle has just begun! On one of the greatest IT events, CES 2011 in Las Vegas this year has introduced many new Table gadgets. The new Vizio Tablet was just one of the devices that were unveiled during this year’s event. The Vizio Tablet features an 8-inch display that supports a resolution of 1024 x 768, 1GHz processor, 4GB internal storage and HDMI-out. There also appeared to be more hints at the upcoming arrival of the Apple iPad 2, after hearing reports that iPad 2 cases had been seen at the CES 2011 event. Tablet PC fans also learned that a 4G-enabled BlackBerry PlayBook will be arriving on the Sprint network sometime this summer. Also we have the Motorola Xoom – the first Tablet PC to run on Google’s Android 3.0 operating system – was awarded the honor of the Best of the Show, despite the fact that there were several others revealed. Another Tablet PC that was unveiled during the event was the Asus Eee Pad MeMO, which features a 7-inch screen and a 1.2 GHz dual-core Snapdragon processor. Gigabyte also showed off its T1125 Tablet PC.

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OPINION.

NOT ANOTHER GENERIC!!! WHAT NOW??? For as long as man has been trying to sell something to each other there has been this endless belief that price is everything. Is really price the only competitor advantage?

thereâ&#x20AC;&#x2122;s

been

another

generic

launched into your market and to make things worse the original maker

of the product has launched their own generic. This spells disaster for all who are trying to make budget as now most of the doctors are going to change patients form our products to this new generic. How could you be the opposition be so cruel. At least for the rest of the year you could say there is some excuse as to

By: Greg Zurnamer

why we will not make budget!!! For as long as man has been trying to sell

that most of your customers donâ&#x20AC;&#x2122;t know the

something to each other there has been this

correct prices of any of the products they pre-

endless belief that price is everything. We are

scribe and donâ&#x20AC;&#x2122;t use price as a decision mak-

conditioned to believe that as soon as our

ing criteria. Ask any product manager for a good marketing research report and you will

...we are conditioned to believe that as soon as our competitors have a price advantage that we are dead in the water...

see that price normally ranks about no 7 or 8 in the important decision making criteria. The reality today is that price does not determine your success but the value that customers see

competitors have a price advantage then we

in your product. Why do so many people re-

are dead in the water. If this be true then how

ligiously shop at their favourite store? Are

come products such as Ferrari, Nike and Coke

you one of the many who are prepared to pay

continue to be trend setters despite their obvi-

The lesson learnt from your shopping experi-

ous price disadvantage? The reality today is

ence is more important. -

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OPINION.

Not another Generic!!! What now??? As a consumer you have taken the extraordi-

ensure they are creating value for their cus-

nary position to defend a company’s high

tomer’s every day. Value in turn is only creat-

prices, you take the time to develop a relation-

ed if you have the ability to understand what

ship with your client and more importantly

problems your product will solve for your

you become the barrier to entry for their op-

customer. The identification of real needs and

position. The reality is that you cannot place a

the use of benefits to solve these problems is

price on someone’s perception of value. It is

the key.

the value you experience that

brings you

Customers make their buying decisions based

back every time and not the number of sale

on a simple formula: Value = Benefit – cost.

signs or discount offerings.

What is the benefit I am getting and at what

Back to the generic issue! The real question

cost. If the benefit outweighs the cost then the

...you should be asking how much value have I created for my customer if he is prepared to shift his prescription habits...

decision is simple. It is therefore logical to assume that the more time we spend using benefits to help customers buy then the less likely price issues will be so prominent. Research also today shows that successful

you should be asking is ―how much value

sales professionals, through the use of the cor-

have I created for my customer if he is pre-

rect behaviours, avoid objections rather than

pared to shift his prescription habits simply

spend time preparing fancy techniques on

because a cheaper product has appeared on

how to handle them. Remember: Value lasts

the market?‖ The only protection any compa-

but prices change.

ny has against price moves in the future is to

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Can pharma implement Guerilla marketing?!

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

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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

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improved

point lift vs. the control group.

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