Pharmaceutical Commerce - May/June 2011 - (Page 21)

Information Technology Sales Force Automation’s Latest Kick: Mobile and Touch-Display Applications < continued from page 1 Meanwhile, online or virtual “e-detailing” has been rising, up about 60% to $525 million, with successive increases over four years until last year. E-Detailing The reasons for the sudden plateau are unclear in that other indicators reveal continuing popularity for e-detailing in both live (with a live rep) and virtual (recorded) “on demand” interaction formats. Montreal-based Aptilon, which e-details 40 brands for some dozen companies, said that its US sales saw significant increases last year. New Jersey-based PDI Inc., an outsourcer of pharmaceutical sales and services, expanded its multi-channel offerings last year with the acquisition of Group DCA. Its services include interactive e-detailing content, i t s DIAGRAM software, and a database of healthcare providers that it labels as “predisposed” to digital communications. Sampling has always been a mainstay of the rep visit, and e-detailing systems usually enable physicians to place an order thereby. As the number of “no-see” doctors has risen, and as healthcare organizations put in place rules about drug sampling, the number of access points for sampling is growing. Medical information providers like Epocrates, Inc. (San Mateo, CA) have made sampling a feature of their online services. PDMA compliance providers such as Physicians Interactive (Libertyville, IN), National Patient Services (Scottsdale, AZ), J. Knipper (Lakewood, NJ) and others offer compliant online tools for e-sampling. Pfizer recently engaged with Epocrates’ Contact Pharma to allow physicians to address scientific questions about products, or report on adverse events, directly to the Medical Information group at Pfizer. “On-demand” e-detailing, which is interactive, can be done at a time convenient for US INDUSTRY SPEND ON PROMOTION, BY CHANNEL 2006-2010 (US$ in Millions) 2006 2007 20,328,405 11,691,125 5,062,934 2,766,559 395,245 412,543 2008 20,466,561 12,000,184 4,666,901 2,954,616 490,898 353,963 2009 20,794,273 12,294,595 4,785,582 2,904,159 523,133 286,803 2010 19,949,887 11,916,662 4,379,640 2,840,366 525,441 287,777 TOTAL MARKET Detailing1 DTC Advertising Meetings & Events e-Promotion 2 19,808,350 11,180,087 5,284,351 2,636,118 329,445 378,348 Professional Journal Advertising 1 2 Sampling not included. Consists of Virtual Detail, Video Detail, Online Events (see separate e-Promotion table) Source: SDI/Kantar Media the physician, even at home, and is particularly useful in remote regions of the country, notes Aptilon EVP Mark Gleason. Gleason also noted that interactive e-detailing can be bi-directional thereby closing the communication loop. Physicians have been enthusiastic adopters of digital communications technologies, but there is still a preference for face-to-face meetings with reps, according to the 2011 Digital Marketing survey from Knowledge Networks (Roseland, NJ), a market research firm. Its most recent (March) survey of a physicians panel found that 2/3 have smartphones, and over a quarter have touch displays like the iPad; yet 79% of primary care physicians, and 74% of specialists, prefer in-person rep interactions. “Mobile technology has indeed proven a boon to busy physicians, helping them keep up on the latest information and manage their practices,” says Jim Vielee, SVP in charge of the physician panel. “Our findings also reinforce the important role that sales rep visits still play in doctor interaction; the transition to digital is still just that, and ignoring either side of the equation is likely to backfire.” The iPad storm The Apple iPad has unquestionably caused a stir in pharma marketing circles, both as a communications platform for consumer- or physician-oriented apps and as a sales tool for reps. There have been reports of iPads being purchased by the caseload by pharma companies, and SFA vendors are rushing out iPad-compatible versions of their software. An internal note from Novartis CEO Joseph Jimenez (published on the Pharmalot blog on March 28) had Jimenez enthusing that “It’s clear that we need to move quickly to incorporate this kind of cutting-edge technol- 2010, Cegedim Relationship Management (Bedminster, NJ) introduced an iPad and iPhone version of its flagship SFA product, Mobile Intelligence (MI). Again this year, only weeks after iPad2 make its debut, the company launched its second generation MI “to leverage the new tablet’s benefits,” it said. Bristol-Myers Squibb is one of the latest companies to sign up for the new product. Neeraj Singhal, Cegedim’s VP of product strategy & innovation, believes that in the future “most customers are going to deploy their solutions on iPads.” A key capability of MI for iPad is a process where all the data relevant to a specific physician is packaged and displayed to the rep on one screen, he notes. The profile includes prior contacts by them or their peers with the physician, previous reactions, and the questions asked. Reps have access to how the doctors view their products including the scripts written. This allows a rep to pre-plan an interaction including presentation of a study previously requested and a message prepared by the brand team on PowerPoint or video. It is unclear how much of this could be done with older software on laptops and tablet PCs. Vendors seem to have confidence, however, that the iPad will flash on immediately, work properly and not interfere with sales presentations. With Cegedim’s MI for iPad, when samples are dispensed, a physician’s signature release is in the software, and the signature is encrypted, says Singhal. MI for iPad also INDUSTRY SALES CALLS TO PHYSICIANS, NPs and PAs All Companies 2006 69,903,980 2007 1,841,255 2008 71,961,842 2009 71,786,285 2010 70,552,314 -2.1 Source: SDI +2.8 +0.2 -0.2 -1.7 SALES REPS AT THE TOP 40 COMPANIES 2006 99,465 2007 94,030 2008 92,513 2009 80,694 2010 75,278 -2.3 Source: SDI +5.5 -1.6 -12. -6.7 “Most customers are going to deploy their solutions on iPads.” – NEERAJ SINGHAL, CEGEDIM ogy into the way we work,” and noting that the entire US vaccine sales team was in the process of rolling out an iPad implementation. He also calculated that each rep would save 250 hours in presentation time during the course of a year, leading to an “incredible 35,000 additional customer visits each year.” (One wonders, though, at a calculation that implies faster rep visits when everyone has complained for years that rep visits are limited by doctors to a couple minutes; some wags noted that Novartis had recently cut back its sales force—so maybe the remaining reps will have to run harder and talk faster.) In any case, SFA vendors are hustling to meet their client demand for iPad apps. Just weeks after iPad’s launch in early makes it possible for the physician to sign a request for off-label product information for forwarding to the firm’s medical science liaison (MSL) for response. Veeva Systems (Pleasanton, CA), which has won significant new business by exploiting its software-as-a-service (SaaS) platform, is making a strategic decision to capitalize on the iPad. Its iRep platform, announced in January, includes both customer relationship management (CRM) and closed-loop marketing capabilities. The combined product is said to be the only combined system prevalidated for PDMA and CFR Part 11 compliance. Veeva has partnered with InTouch Solutions, the Overland Park, KS, digital continued on page 22 > May | June 2011 21

Table of Contents for the Digital Edition of Pharmaceutical Commerce - May/June 2011

Pharmaceutical Commerce - May/June 2011
Table of Contents
Top News
Business / Finance
Brand Communications
Supply Chain / Logistics
Information Technology
Legal/ Regulatory
Executive Development
Meetings and Editorial Index

Pharmaceutical Commerce - May/June 2011