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.
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 Hjelms, Managing Director, Agnitio
