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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sales.visioner

 VOICE ACTIONS FOR Touch Screens replaces old

ANDOIRD whiteboards at hospitals in
Control your Android phone just by
Copenhagen
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 Andoird.
You can downlaod 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” familly is
expanding. Acording to some
romours Apple Inc. plans to
rebrand the Apple TV
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.
Lets see what Apple will bring.
A
t Hillerød Hospital in surgical, emergency
the Capital Region of departments and the patient
Denmark, the old wards.
whiteboards have been moved
to the museum and been The screens have been placed
replaced by new interactive all over the department in
screens. These touch screens strategic places, so doctors and
are better at giving the nurses nurses always can get a real-
and doctors the overview of time information on in-coming
the patients, the personnel and patients, waiting patients,
the whole department that diagnostics, available beds, lab
they need. 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
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.

 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.
O
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,
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 in the field.

media-soft.info sales.visioner 02
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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.

T he Swiss pharma compa-

ny ROCHE publishes its
Social Media Principles,
a four-page document of operat-
ing procedures for employees.
One of the standout points is a
requirement for its global work-
force 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
landscape,” says the guidelines.
“If you come across positive or
negative remarks about Roche or
its products online that you be-
lieve are important, consider
sharing them by forwarding
them to your local communica-
tions department.”
The publication of its social me-
dia guidelines sees Roche break
new ground in the industry, by
becoming the first pharmaceuti-
cal company to make its operat-
ing procedures publicly availa-
ble. In the document we can find
guidelines for personal and pro-
fessional use for social networks
like FB, LinkedIn or Twitter.
Some of the rules are: be con-
scious about mixing personal
and business lives, to follow the
group code of conduct, be care-
ful when talking about Roche
etc.
We like the idea and decently
they can impact on their percep-
tion on a global level. Roche has
showed that they are ready for
social media responsibility and
usage.

change will impact the

GSK will
sales force. The move
Sanofi-Aventis to takover
implement new
Rep Compensation appeared to be in line Genzyme?
with the company’s
model !? effort to pare down its Reuters reports that pharmaceutical giant Sanofi-
sales force so that most Aventis has approached the board of Genzyme
physicians only see a with a takeover bid of US$19 billion (€14.6
single GSK medical
representative. Last billion) for the company.

S
tarting in 2011, month the company cut
bonuses for most 700 sales and Best iPhone Pharma apps
members of its marketing positions,
sales force will no according to the Wall St. 1. Sales Vision Pharma CRM
longer be based on Journal Health Blog. 2. Skyscape Medical Resources
targeted sales numbers. Well, sales are not the 3. MedPage Today
Instead, GSK reps will only indicator of
be evaluated “by
4. Medical Radio
success. Ironic, but one
customer feedback, and 5. MedCalc
CM from GSK has once
by a sales professional's said to us, we hope that 6. Drug Trials
adherence to the in the future Pharma
company values of
transparency, integrity,
CRM solutions will be Topic in next sales.visioner.
m ore re la ted to
respect and patient- qualitative indicators In the next edition of the sales.visioner we will
focus,” the company like relationships and
explained in a analyse the situation on emerging markets like
not just on quantitative
statement. like sales. Russia, Mexico, South Africa etc. Is this the new
The larger question, Eldorado for the pharma business? How SFE is
however, is how the working there?

03 sales.visioner media-soft.info
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sales.visioner

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.

A
fter working with many different
organizations and sales cultures, I’ve
developed a 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 of this sales
methodology: If you have ever run a consulting
business or a Professional services business, your
revenue forecast was based on your people
production: your delivery organization was living By: Philippe Le Baron
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 and understand these two extra
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.

media-soft.info sales.visioner 04
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Sales Productivity : The key to Sales management effectiveness
Sales Outputs & Inputs
REP OUTPUTS: Sales volume is, of course, #1 on
the list, but you also want to consider how we get
there. Here are some examples
pharmaceutical industry for instance:
image, leads, Sales cycle ratios (prospect calls,
doctor meetings, hit ratio%), Doctor « loyalty »,
market share per pharmaceutical, institution,
referrals, new customers, new market penetration
(pharmacies), activity, average deal size, deeper
customer penetration (hospitals).
...who is responsible for
establishing most of these inputs
to a sales person’s success.. it’s
the Sales Manager(s)....
You need to set objectives for the Sales Rep
outputs that are specific to your business, and
measure results and progression such as; You
expect your reps to produce W$ of sales- You
know that in your business, this represents X bids
and Y meetings, that go over an average sale cycle
of X month. The inputs are like a staircasa, you
need to define how many steps, and which are
they, that pave the way to success for an average
sales person in your business. That is how you
create the benchmark and the ramp up.
REP INPUTS : Here is where you look at the
conditions that are fed to a sales person to help
him succeed. For example…Quota, Territory,
Compensation plan, Self (given) skills
05
Motivation, company culture, company support
(management, functional), existing client base,
Market conditions, competition, offering, time.
What is interesting here, is to consider who is
in the responsible for establishing most of these inputs to
brand a sales person’s success.. it’s the Sales Manager(s)
This is why the first and foremost mission of a
sales manager is to create all of the conditions for
their reps to succeed.
Now sales managers are no magicians either, but
they should understand what pivotal role they
play in their rep’s success, and failure… Let’s take
a look at what this production system looks like
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
team performs…Sales volume, margin
achievement, growth targets, Forecast
predictability, Sales management cycle ratios,
Productivity ramp up/acceleration, Pipeline to
goal conversion#star reps low reps turnover
(unless you are in a different business very rep
consuming…)% of reps at goal
The effective management of this set of outputs
and inputs can make the difference between
growing sales and blowing away your quota
versus, declining sales performance in a
challenging economy.
and
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sales.visioner
Why is iPhone the next Pharma
smartphone?
I
doubt that Steve Jobs was think-
ing about helping the pharma
industry when his company cre-
ated the iPhone, but he is a visionary,
so you never know. Pharma marketers
are always looking for the next big
thing that they can be the first to try,
that’s “innovative”, and that will put
their products ahead of everyone else. I
have noticed, though, that it takes
pharma quite a while in many cases to
catch up.
Rarely is pharma the first to try any-
thing. In many cases, there’s a good
reason for this. It’s a highly regulated
environment, as we all know, but it’s
also an environment where marketing
risks are generally not rewarded within
the corporate structure. What I mean is
media-soft.info
that pharma companies have been very
successful in the past doing things the
way they’ve always done them, so big
risks aren’t encouraged. However, it’s a
whole new world now and pharma
needs to do something different. Their
traditional marketing model is failing,
so now’s the time. The iPhone should
be the real pharma smartphone. Why?
We will try to figure out what people Is Pharma ready
are saying and, of course, if iPhone can for the iPhone?
Is iPhone a strate-
beat and take over the place of the gic tool for the
pharma king, BlackBerry. sales field and
SFE?
BlackBerry is the most common
pharma smartphone now. If we take a
closer look at this fact, especially at the
structure of the users, we will see that
BlackBerry is mostly used by top
management. But what about the
sales.visioner 06
 PLANET Why is iPhone the next Pharma smartphone?
sales.visioner

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 them what their next
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 so they want to be The iPhone is also an image
we seek how to improve Sales smarter. Now they want booster. When the rep visits
Force Effectiveness, we see the smartphones. In 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 between providers; take good care of their
like mobility, interactivity and a BlackBerry, Symbian, iPhone and employees, image and
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, there are rumors that
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 visiting doctors and They have many things in If this happens, we are sure that
pharmacies? Let’s talk for all common. First when you ask others will just follow their suit.
reps, buy them iPhones. them about other smartphones,

”BlackBerry is the most common pharma smartphone now.”

Some details of
the new iPhone 4

07 sales.visioner media-soft.info
 PLANET Why is iPhone the next Pharma smartphone?
sales.visioner

Some Pharma examples and SFE
as an internal process
How can iPhone be used for
pharma? Patient education,
patient compliance, physician
education, detailing just to name
a few. Has anybody tried it
yet? The answer is yes, Johnson
& Johnson created Care
Connector app, which is aimed at
patient caregivers to keep track
of appointments, prescriptions as
well as to connect with other
caregivers. Another example is
Asthma-Charter application,
which is a disease management
application.
Our sales vision team is always
focused on how to use something
for the purpose of sales force
effectiveness? We can talk about
Pharma CRM solutions on the
iPhone. Pharma CRM solutions
have exist on the iPhone for
many years. But the truth is that
none of them has been developed
for the iPhone. It means that the
app was not programmed in the
X-code, the native code of Apple
developers. Does is make sense
to have an iPhone Pharma CRM
app if you can work and access it
only when you are online? If you
ask us, it doesn’t.
Sales and medical reps need
latest and timely information
about their clients. So with a web
app, they would need to search
for a wireless internet access or
be subscribed to an internet
package.
At beginning of this year, Media-
Soft, a pharma CRM leader
announced and launched their
Pharma CRM app. This is a
native and offline app where you
can work without an internet
connection with a local database.
In the next issue of sales vision
we will take a closer look at the
app called Sales Vision iTouch.
Also, we have got the
information that some other
CRM providers also want to
develop their own Pharma CRM
solution. For now the Sales
Vision iTouch app from the UK’s
company Media-Soft seems to be
a good solution.
So it may be concluded that
iPhone is a cult like Starbucks,
VW Beetle, Rolling Stones or
some other immortal product.
Pharma is ready for such a big
step, but still there is the question
of time. The BlackBerry was also
not a standard 3 years after the
launch.

”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 sales.visioner 08
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How has the market changed?
Until 2007 and the official launch
of the iPhone 2G the trend in the
mobile world was to launch
smart little mobile phones with
the best pixel camera. On 9th
January 2007 the iPhone was
introduced. First it was not a
serious player from the point of
view of Nokia, Samsung etc. But
then, the mobile phonemarket
has revolutionized forever. Now
the mission was to have a big 2.5
or 3 inch touchscreen on which
you download and control
thousands of apps. So, to
summarize it, today we call the
complete segment and market of
smartphones iPhone segment,
and every new wannabe iPhone,
iPhone killer. However, they are
09
Why is iPhone the next Pharma smartphone?
many killers but not a single
iPhone murder. The same
example can be found in the car
Info
industry and the VW Golf Solutions for Pharma:
segment. There are differences SFE, Pharma CRM, maybe BI
between followers and
What's new with iPhone 4?
companies who set standards,
FaceTime, fast processor, many
like Apple.
pharma apps, great touchscreen
Well, there is the final question
and explanation why we didn’t
What to say?
give our opinion about the Well, iPhone will be the next
newer iPad? The iPad is a Pharma smartphone. Its stylish,
magnificent gadget but you fancy and really stable for medi-
cannot phone or message like on cal reps and managers. A great
the normal smartphones. There gadget for the sales field.
is also the question of price and
if you don’t have the more
expensive 3G solution, honestly
it doesn’t make much sense to
buy it.
”However, they are many killers
but not a single iPhone murder.”
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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

T
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 to 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-
Client interaction processes include many and By: Maxim Lisitsyn
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 the involvement, motivation and
excellence” this time. At least, the integration of incentivizing, corporate values and loyalty
marketing and sales divisions is becoming programs);
apparent much more.  territory potential assessment and SF
SFE. What does it mean? Many of processes in a alignment (implemented ETMS/CRM
company should be regulated and conducted in system, customers profiling, segmentation
and targeting processes, KPI’s system);

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The key points of SFE implementation at emerging markets
 sales and marketing cooperation
company strategy implementation (right
regional planning and resource allocation,
effective communication and feed-back).
At the end the main targets should be the
development of competitive advantages, the
improvement of internal processes, optimizing
ROI and, of course, the achievements of goals. All
these things require the clear understanding of
these processes importance by all of involved
employees, understanding their roles
...Nobody shouldn’t be excluded
or not involved if his/her
responsibility concerns with
SF...
implement KPIs. Based on indicated above, it’s
very important to take into account all success
factors of all changes, which will be implemented
into SF structure and their activities. These
processes should cover all employees of a division
or even of a company. Nobody shouldn’t be
excluded or not involved if his/her responsibility
concerns with SF. A flag should proudly streams
above a boat! TOP management should be not
only involved, but should be “a sponsor” of the
project (and it’s not the question of the budget).
This is point of right communication about and
importance of the project for the company. The
right point also is a project team, which should
includes TOPs and members from
department involved into the process of changes.
11
to And during this interdepartmental work
motivation is a great point which mentioned above
already. It should be clear, but in addition a KPI’s
system, which gives the controlling of approaches
and the understanding of motivation factors,
should be collaborated and distributed to all
involved into the process. Through these KPIs the
changes should be accepted by each employee and
settled tasks should be reformulated into a special
coordinate system of each level of managers and
especially for the main staff of a company – to
and medical representatives. Therefore, ideological
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
just correct one in the situation, flow of the
information. Each process of changes should be
started with creation of communication channels
with the SF. All approaches are acceptable, even
“grey” methods of PR (an obligatory checking of
an understanding correctness of each task should
be included). And in the same time, during the
process of that changes implementation, the key
point is a creation of conditions to the arranged
changes importance would be understood and
perceived by involved employees. They should
realize what these changes will give them at each
level. The main part of changes, which were
implemented at the last 5 years and will be in near
each future, concerns with a structure and activities of
SF. Thereby, the factor of FLSMs role is so
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sales.visioner
The key points of SFE implementation at emerging markets
SF. Thereby, the factor of FLSMs role is so
meaningful. Regional (District-) managers provide
many tasks, apart from their work with the team.
The spread of these tasks depends on many
factors. But the first thing which should be secured
by FLSMs is daily work with the staff. This work
includes the following types of activities:
 “the joined sales calls (one-to-many
process), where the purpose of ongoing
sales call is not for sales manager to sell. It is
for them to observe, to support and to
coach.v And at the end, there is to improve
REP. But make no mistake: this call should
be the best time for Manager add value to
both REP and the Customer, and to coach a
REP, not to lead the call.
 The Customer (REP) calls (the one-to-one
process). The outcome of these session
should be to elevate your partnership with
this individual REP to a new level. To drive
new activities out of the REP, to provoke
behavior changes and to learn from the REP
(as much as s-/he will learn from the
Manager).
 The deal review process (one-to-many
process) focuses on your (this Manager)
district hot deals, the top deals that can
make or break your business in a specific
quarter. This process should be facilitated
by the Sales Manager, but the value you (as
a Manager) will create for your REP will
come, from the question you ask, and the
answers the participants give. The purpose
11
of the process is: to assess how secure the
deal really is, and provide to your REPs
ideas and resources that will help them
close the deal safely.
 The forecasting process (one-to-team
process-high risk) is essential in terms of
team assessment and team success. This is
an interaction that usually takes place
between you (Sales Manager) and all of
your REPs. During this process you share
the collective view with your REPs. This is
opportunity to show all of them how well
you listened to them, how smart you are at
remembering what everyone told you about
individual deals, and how value is added
during the exercise, thank to the different
questions you ask during the forecast.
 The Pizza Training Process (one-to-team
process) is in addition to any training
activities hat your REPs might be going
through. It’s not so much about training but
more about practicing. And it’s about team
building. There is a Pizza Training Process
because you (as Sales Manager) want your
REPs focused n Customers during most of
their days, working on proposal, going on
Customer calls. This process can only be
effective if it happens regularly.”
To follow to all of these processes allow to Sales
Manager make correct decisions, to lead his/er
people, better assess situations of their settled
tasks and to reach right solutions, and solve the
problems.
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sales.visioner


Next edition BRANDAD SITES
WORK BEST FOR
Where is the future of pharma marketing
PHARMA
and sales at emarging markets... Branded websites are the most
effective form of pharmaceutical
marketing, and are highly
effective at generating new
patient starts and refills,
according to a study by
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, favorability and
sales results among both
patients and prospects.
FIND OUT FIRST! Existing patients who visited a
brand’s website increase their
If you want to receive notification that new
sales.visioner is out register by: refill rate nearly 25 percentage
1. Send a email at salesvision- points, compared with those
er@mysalesvision.com or who did not visit the site.
2. Send a empty sms at +44 77 65 806 285
Patients who were new to a
treatment increased an
sales.visioner incremental 11.9 percentage
Contact us: salesvisioner@mysalesvision.info points higher than the control.

©2010 Exposure and interaction with

All rights reserved. No part of this white paper may be copied, repro- rich media advertisements also
duced, transmitted, photocopied, recorded without the prior written con-
sent of the publishers. improved refill rate among
existing patients with a 14.0-
International edtion
point lift vs. the control group.

media-soft.info sales.visioner 12