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Vol. 2 lssue 6
www.medicinman.net
June 2012
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Would you like your next territory reorganisation to.. Cut reps travelling by 25% Increase call rates by 10% Ensure territories are balanced Identify where to recruit Be quick, cost-effective and stress-free Contact: djones@caci.co.uk
Before Reorganisation
If so, CACI is the answer! Your field force is a very expensive resource. An inefficient field sales operation will cost your company, in terms of direct costs, lost sales opportunities and poor customer service levels. To structure your field force effectively and quickly you need to work with a consultancy partner who has the tools and expertise to guarantee success. CACI has over 25 years of experience in running territory optimisation projects for some of the biggest names in healthcare, and uses the most advanced territory optimisation software on the market. Cut travelling A large proportion of a medical reps time is spent travelling. This time is unproductive and expensive. CACI has consistently delivered clients savings in travelling time of around 25%. How achievable is a 25% saving? Its as easy as moving from inefficient structure (above left), to efficient structure (above right). Sophisticated use of the road network means that minor visible changes have a significant impact on the efficiency of the territory structure.
Increase call rates Less time travelling means more time with the customer. CACIs clients enjoy increases of 10% in call rates, meaning more chances to sell! Achieve balance When CACI examines existing territory structures, we regularly find imbalances in workload up to 40%. CACIs software automatically creates balanced territories using intelligent algorithms. Targeted recruitment Recruiting in the right location has a profound impact on the efficiency of your territory structure. Changes in customer base, and locations of existing field personnel could mean that you should be recruiting in a different location to where youve lost someone. Also, if you are expanding, where do you add the extra heads get this wrong and all that happens is that travelling increases, call rates drop and profits disappear. CACI can advise you where best to recruit for any vacancies. Let CACI do the work!
CACIs consultancy services deliver very rapid solutions to your field force problems, minimising disruption and eradicating uncertainty. Our consultancy team provides an optimised territory structure in a fraction of the time it would take you to do your reorganisation manually. Dont just take our word for it Nestle Nutrition outsourced its last reorganisation in India to CACI and, according to Dirk Abeel (Global Performance Development Manager Medical Field Force), Outsourcing the reorganisation to CACI has not only given us a significantly more balanced and efficient field team, but also meant it happened far quicker and was less painful than if we had attempted it ourselves. We were also able to look at scenarios to give an insight into options for the future structure and development of the field team.
Contact: djones@caci.co.uk
After Reorganisation
Salil Kallianpur for their practice. Interestingly, clinicians want more nontraditional representatives who are very different from what organizations currently train them to be. Clinicians prefer a hybrid of customer service representatives and clinical health educators. These types of nontraditional representatives provide tremendous value around service, education, and adherence/ retention support. They will open their doors to pharmaceutical companies and representatives that help them accomplish these goals. What emerges is the inevitability of transformational change in the pharmaceutical selling model. It is time for new ideas, re-thinking of old models, and the enthusiasm of new leadership to tackle old problems with fresh ideas and energy. Transformational change is not the steady, incremental improvement most industry executives have spearheaded in the past. Success in transformation depends on getting the right changes done right. Transformation is indeed hard work, requiring intensive engagement with all stakeholders. In a tired and old industry, the challenge will be to substantially change the way the industry operates, as a whole, while building upon its history and culture. Transformation is clearly not for the faint-hearted, and in the modern networked age, it is likely to be far more consuming for industry executives, than any strategic challenge that has come before.
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If you are passionate about Field Force Effectiveness, Efficiency and Excellence, this is a not-to-be-missed Opportunity!
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Confirmed Faculty
Sudarshan Jain Director, Abbott Healthcare NB Gad CEO Panacea Biotec K Hariram Managing Director, Galderma (Ex) Sujay ShettyPartner; PwC Girdhar BalwaniManaging Director, InvidaIndia Joshua Mensch-Marketing Director, Data3s; Czech Republic Aparna Sharma -Director HR, Deutsche Bank, India; (formerly, Head of HR at UCB Pharma & Novartis) Keith Pinto Senior GM Training and Management Development; GSK Jolly Mathews Senior Manager Training, Novartis (Ex) Deep BhandariGM, Sales and Marketing Service Organization, Novartis S. Vardarajan-Associate Director; Head of Commercial Excellence & PMO Merck Hari KrishnaGM, Sales and Marketing, Glenmark Salil KallianpurCenter of Excellence, GSK Amlesh Ranjan-Associate Director, SanofiAventis B RamanathanSenior Manager BU Training, Ranbaxy Vikram Munshi-Senior Pharma Professional Anup Soans -Editor, MedicinMan
Program Highlights
08:30-09:20 Power BreakfastNetwork with Faculty and Decision Maker Participants 09:30-10:00 Introduction - The Future of Field Force by Amlesh Ranjan, Associate Director; Sanofi 10:00-11:15 Session 1-CEO Roundtable The Future of Field Force-Emerging Trends Sudarshan Jain, NB Gad, Girdhar Balwani, Joshua Mensch Moderated by Sujay Shetty; Partner, PwC 11:30-12:45 Session 2 - Field Force Excellence - What Should be the HR Approach to Foster FFE? By Aparna Sharma Director HR at Deutsche Bank, India;GBS Services Followed by Panel Discussion with Keith Pinto, Jolly Mathews and B Ramanathan 13:45-15:00 Session 3 Role of Second Line Manager - by K Hariram Canthe Second Line Manager Become the Change Agent for FFE? - by Hari Krishna Panel Deep Bhandariand Vikram Munshi 15:15-16:15 Session 4 Aligning SFE with Commercial Excellence by Salil Kallianpur, S.Vardarajan and Joshua Mensch 16:15-17:00 Session 5 - The Half Time Coach by Anup Soans - Preview of L&D Program for FLMs Enabling the Front-line Manager to Unleash the FORCE in the Field Force
Please Email us the details of people attending the conference In case of Group bookings (multiple delegates) please ll in separate forms giving individual details of delegates. A single cheque for total amount for the total number of delegates can be sent. Delegate Fees for Service Provider Companies - Rs.7500/Delegate Fees for Pharma Companies upto 3 delegates - Rs.6500/Prices are inclusive of Power Breakfast with Decision Makers, Networking Lunch and High Tea For the invoice/bill generation let us know the - Name of the Person, Company Name & Company Address Cheques should be made in the name of Knowledge Ventures and couriered to : Mr.Arvind Nair, FFE 2012 Secretariat, B/205, Ahimsa Enclave, O New Link Road, Chincholi, Malad West, Mumbai 400064.
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Bank & Cheque No: Amount : same are as follows: Account Name : Knowledge Ventures Bank name : ICICI Bank Current Account Number : 122105500002 IFSC CODE : ICIC0001221
Branch : Dated :
Alternatively you can make an online payment to the account of Knowledge Ventures the details of the
Bank Address : ICICI Bank, Malad Link Road Branch, Shop No.6 & 7, Linkway Estate, Malad West, Mumbai 400064.
For further details Contact: Mr.Arvind Nair, FFE 2012 Conference Director Contact : +919870201422 / arvindnair@medicinman.net
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1) Bad content is bad content, whether printed on an LBL or demonstrated on an iPad. More creativity is needed to combine science and aesthetics. 2) The tech platforms adopted by the company has to be compatible with the doctors tech ability as well. This will allow companies to easily integrate their services into existing services used by doctors. 3) Data collection needs to be automated fully and manual data entry by the Medical Rep needs to be made easier. 4) Pharma companies need to analyze all the existing data and create new utility apps specifically for their own needs. 5) The field force should be imparted special training in use of iPads to allow them to derive maximum benefits from these new tools. iPad is not the secret sauce. The secret sauce is what is on the iPad. Any advance, which can improve the interactive skills of Medical Reps, is a useful addition, if correctly applied and properly used. Do you have a strategy to make the best use of devices like the iPad in your organization? Dr. Neelesh Bhandari Author of MedCom Strategies (www. digmed.in)
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V. Srinivasan
A complete review of specialty wise customers chosen for promotion of all existing products. Any new segment can be added (depending upon product profile/positioning/indications), or any irrelevant segment can be deleted, number and frequency of calls being made to each segment of customers in a month are they adequate or not. Review of pricing strategy for each product. Performance review of each Head Quarter in the field how many non/ poorly-performing H.Qs to be realigned/ merged/closed, how many new ones can be opened in current year depending upon business potential for our product range. Such a periodic review and audit will reveal the positives as well as the negatives within the System in Sales, Marketing and Distribution functions leading to greater efficiency and productivity.
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A MedicinMan Poll on Competencies for MedicinMan Initiative to Elicit Opinions from PharmaFront-line Manager Pharma Professionals Globally
Hermrei Paul Ryan Ong - Field Force Automation Manager at Pfizer, Philippines. The iPad is just a device; it should be equipped with the right apps for the field force to make them more effective. Some companies provide iPads loaded with pdf versions of product detailing; this does not do justice to the full potential ofiPads.
Hanno Wolfram is the author of the first textbook on Pharma Key Account Management Great discussion here! Tablets definitely are no silver bullet. They dont work even when they carry great content! I have talked to many Medical Reps who suspect the tablet being a control device for them and they cheat their managers in return. It is the person who leverages the fancy content, the more interesting details, the more appropriate interaction and the better information. This mirrors the companys mentality! Medical Rep is the person who will make the difference or not! How many CLM/tablet introductions have you seen, asking for and answering Medical Reps requests, needs and requirements, making the tablet their preferred tool?Replacing the sales folder with a tablet is far too expensive and has failed so often already.
Farasat Khan Training Manager - Surgical Business at Bausch & Lomb iPad can definitely be an enabler of SFE when used appropriately. Many companies have not only introduced but have provided the apps also. Yet, the true challenge lies in generating the pleasure of extraction of valuable data out of it for the Medical Reps. Many companies resort to PDAs/ mobiles for reporting and often the challenge is - the Medical Rep just reports hurriedly without complete details/ observations etc. And often they duplicate the work when company seeks some compiled info on Call Pattern, Customer wise sales trend or competition analysis. Needless to say the FLMs are driving force for any change in field and their buy-in will be crucial in proving this wonder to be wonderful.
Mark Bradley, Director at Daiak Ltd; UK There are so many companies out there that are using iPad as an enabler of SFE. Has anyone heard any of these companies stand up and present the commercial gains in hard data?
R. A. Bavasso President, Exploria SPS Worldwide Mark Bradley asks the most important question. The answer is no. No pharma company has been able to present data that a device in the hands of a Medical Rep provides any more commercial gain than paper. There are benefits relative to productivity and message retention but in the noisy market of pharma marketing, it is hard to point to one tool as having a direct impact on sales. In fact, I know of few pharma companies that even attempt to measure cause and effect or ROI. Many feel successful deployment of the iPad is a measure of success. Very sad and telling. In a desperate attempt to do something many pharma think the action of deploying iPads is the panacea. Someone please tell me how moving from Oracle and tablet PCs to Veeva and iPads will provide any competitive advantage or measure of success. As a guy who has made his living in the CLM space for 13 years, I can tell you for most pharma, CLM is merely perfuming the pig. (American slang for making the Medical Rep look better but not necessarily be more effective)
Albin Paul Director -Health Analytics, CRM, Digital Pharmaat Indegene Lifesystems I agree,Bavasso. Pharma must look at CRM/CLM/eDetailing/Digital against backdrop of declining Medical Repnumbers. And then apply the above concepts, to make existing and future Doc-Rep interactions more valuable. Digital wont see the end of Medical Reps, Im sure about that, But we wont see the return of old world big pharmalarge Medical Repteams too, even if every top20 pharma comes out with blockbuster drugs. Simple reason its too costly; world had changed. Doctors no longer hold the same authority on prescribing (blame it on Insurance, ordinary folks getting access more medical information on Internet, EHR, Government, anything) What we will arrive is a scenario where Docs value the Medical Repinteraction and they would request for an interaction. Because for general vanilla info the Docs used to get from Medical Rep, he can now get most of that from Internet. And that will continue to increase provided pharma invests in it. In such a scenario a Medical Rep cant walk around with a paper material to address the need for each Doctor. Detailing will become personalized eventually.I know half a dozen pharma companies who have bought iPad and CLM or CRM, but the Medical Reps continue to use it only to access email and some internal documents. Cant give the names, but these are all Top pharma doing this in Asia Pacific, trying these pilot projects to create enough data.
You cant throw a content library at the Medical Rep, and tell him to use CLM+CMS+CRM to select, which he should use, when detailing. That was the premise of existing CRM systems. CRM solutions were made for Managers and VPs to get reports from Medical Reps, they didnt make detailing more effective for the Medical Rep. CRM systems put the onus of data entry on the Medical Rep. And truth is sales people hate data entry and they will fabricate the data if it is not helping them. If you have a content library, then based on analytics it should also suggest the Medical Rep, which content is ideal for detailing to each Doc. The analytics should come from several resources not just from the previousMedical Repwho entered the data. From there the Medical Rep could use his personal capabilities to decide what he should do The Question is - Are We There Yet? I believe its a BIG NO. Mark Bradley, Director at Daiak Ltd; UK iPad is the technology; the software is the CRM, CLM etc. It may have the potential to be the enabler of SFE but it is falling short. Unfortunately, the IT company has to develop what will sell not what will really create the value for the company. In addition, Pharma companies will look at cost, implementation, and support rather than what is going to make the difference. An indication on when we have the right software on the right technology will be evident on the level of business intelligence generated that actually is used for making business decisions like marketing, segmentation etc. if companies are still employing external resources to generate business intelligence to make decisions then that tells me all I need to know about their technology and software. It is a measure of success or failure.
Christophe Vial MedicalReps generally hate sales aids. They only use it if their manager accompanies them. If not it stays in the bag. In theory, iPads should be able to record whom the product(s) were presented to, how long a doctor stayed on a page, upload the information directly into a CRM system, and prepare the next visit with a targeted message. However in Asia, access to doctors surgeries is not an issue yet. Monthly - weekly visits are the norm. Hence Medical Reps see the device more as a monitoring tool more than an aid. WhetheriPad or any other technology, I dont believe we have any content that doctors cant access elsewhere. So apart from the novelty / feel-good factor, and the need to monitor field force activities, we havent found any unmet needs from the Medical Reps point of view.
Kurt Sim Sales Manager at Pfizer, Singapore It is as interesting to hear so many negative comments on use of iPad for detailing to doctors as to hear positive beliefs that doctors needs Medical Rep interaction as much as before. I didnt believe iPad can be anything other than a detailing aid till it was demonstrated how it can be a detailing aid as well as a walking encyclopedia for Medical Reps, in terms of customers purchasing
history, behavioral aspects and profiling as well as beliefs and principles. As good as it shown, I believe iPad can be more than that. It should be able to recommends specific messages, supporting documents from the vast libraries it can holds or abstracted from the cloud services and in a very interacting manner engage doctors to find the answers through iPad. From then on, every swipe and agreement the customer makes should be recorded and a report given to Medical Rep for review and setting next objective strategy. I am sure numerous pharma companies are rushing to make these methods come true because whoever make use of technology will have higher returns in productivity and sales ultimately through the stronger trust and belief that doctors built with Medical Rep. This is the way forward as the Medical Rep learns to use Excel to look at sales number so will iPad do for them. Hanno Wolfram - The contributions here are comprehensive. Thanks for that. It comes to my mind though, that those negative comments about the iPad might not really mean the tool itself but could it be that we rather discuss the moribund sales model of pharma? You might have read the survey from Booz&Company that 68% of pharma managers believe the sales model is broken. Here is a link to an article: www.Innov8.de Let me know what you think: is it really the iPad or are you in doubt about the roles of Medical Reps trying to hammer a message? R. A. Bavasso - The iPad is fabulous! Everyone loves the iPad. The issue is that Pharma thinks that they have added value to the Medical Rep in the doctors eyes just because they now have an iPad. So, so very much more needs to be done to improve the value of the rep in the doctors eyes than just the latest technology gadget. Anup Soans - Great insights Kurt, Hanno and RAB. Yes, its the moribund sales model of pharma that needs revamping.iPad has the power to release the power of medical research to be available at the touch of the screen if the Medical Rep is re-invented to be the Doctors technology partner and information editor and business associate.
Steven Lederman The issue stems with viewing CLM/SFA is a pure technology play. The iPad is only one component. Giving Medical Repan iPad will not increase his effectiveness on its own. The iPad also does not provide any new CLM/SFA capabilities over a tablet computer. You can customize messages with engaging content and capture information about the interaction with either. What differs is the software tool that drives how well that is done. To implement either solution successfully, you need new ways of developing (and updating) content as well as measuring the data, which is returned. Its these pieces which have not yet caught up with the technology components and which gives any implementation trouble. Anup also makes a great point about the changing role of the rep. Where he used to be the primary source of information, the new function needs to be to act as a partner to help navigate through the endless sources of information as well as how to use that data to better help patients. Kurt Sim - Ultimately, it is a combination of manager guiding sales force in managing themselves and their territory with the tools available to them andMedical Reps engaging doctors meaningfully. That is what Anup has pointed out strongly Medical Rep is not just selling but a partner in using appropriate information for the benefits of patients. It must be realistic and specific so that customers will find it intelligent enough to engage with Medical Reps. Otherwise, any new tools will be redundant and meaningless. I find that iPad maybe a better tool than excel spreadsheet since it can teach, learn and collate so that Medical Reps can use the info to form a good story with the doctors in tandem.
Arno Sosna The iPad is one of the most transformative technologies to hit life sciences, right next to SaaS/Cloud Computing. Several key factors lie behind this: 1. Classic complexities of PCs simply go away. No moving parts. No window management. Touch based input vs. keyboard+mouse. 2. No moving parts, far less weight. 3. The iOS operating system. Curated by Apple, secure, robust. Automatic, OTA updates, standardized hardware - across the globe. So, simply from a device perspective, this is the wet dream of enterprise IT. No more OS images, driver troubles, etc. The cost savings achievable by simply switching onto that platform can be re-utilized for sales efforts. Medical Reps enjoy using an iPad. Great to carry around it, unobtrusive and if managed well by IT, full of added value for non-work uses (let them have their games, videos and music). For the first time in ages you have Medical Reps excited about a piece of hardware. This is where CRM/CLM comes into play. A good CRM/CLM solution on the iPad needs to fulfill the following things: 1. Be a native app. Only native apps allow for the full-fidelity user experience we all got used to by other consumer apps (twitter, facebook, linkedin). 2. Fully embrace the iOS app-style of user interactions (gestures, swipes). 3. Work completely offline. Always-on is still a pipe dream. 4. Closely integrate CRM and CLM. Allow CLM to directly fill up CRM data, to mitigate any double entry of data. Huge time-savings for Medical Reps. Now, does this directly guarantee more sales? No, of course not. But by lowering TCO and time spent, it frees up necessary resources to focus on increased sales, rather than navel-gazing, non-productive activities. We know from our customers that they indeed see a heavy uptick in Medical Reps satisfaction, time-savings and lower TCO. Timesavings are being translated into either higher coverage in the field or better work life balance, leading to a happier field force. Some of our customers even go so far and directly attribute higher sales numbers to the usage of integrated CRM/CLM on the iPad. Being cynical about yet another game changer is understandable. Anup Soans - Thanks Arno; that is indeed helpful information. I think the Medical Rep of the future has to be as much tech savvy as much as proficient in science and selling. The role change is more important than tool change. The single most important factor in favor of iPad vs other devices, I believe is that doctors have in large numbers taken to iPads for personal/professional use. If the Medical Repscan use the iPad to seamlessly integrate the doctors information needs with his companys business intelligence needs through his routine calls, the iPad will certainly be an enabler if not a game changer. Game changing will happen when Pharma fixes its broken model and becomes patient centric healthcare companies that contribute to the wellbeing of people in need of health care. Further reading:Do Tablet Devices Enhance Field Effectiveness? CMR Institute Knowledge Series.https://www.box.net/ shared/3737e5c76592233b8c2d
Nakul was born on 9th July 1987 and did his schooling from Ahmedabad. Later, he did his B.Pharm from Banglore, Rajiv Gandhi University, followed by Pharma Management from SIES College of Management Studies, Nerul, Navi Mumbai. Nakul was working with Zydus Cadila as a management trainee. A sincere person, he was dedicated to his work and company, and would go out of his way to help others, professionally and personally. After sales closing at office; late night on 28th/29th - 2.45 AM, morning, he was returning home when a heavy vehicle hit him from behind and he died. His family and friends still cannot believe hes no more. May his soul RIP. And may God give his family strength and courage to overcome this loss!! By Varun Doshi and friends of Nakul on FB https://www.facebook.com/NAKULCOOL. https://www.facebook.com/groups/latestpharmanews/420454234651811/?notif_t=group_comment_reply