Author Archives: Zeina Sravya

The Practical Use of Mobile MR Reporting Software for Pharma

Mobile-Phone-Evolution

The dream of all sales persons has been mobile computing and real-time communication for years now. Before, mobile phones had small screens, slow download time and pre 3G telecom services. This resulted in inconsistent and unsatisfactory experiences for almost all sales representatives.

One major obstacle in Mobile sales force automation is end user adoption doubled with low market demand and other complex technical issues.

TIME FOR A REALITY CHECK – HOW PRACTICAL IS MR REPORTING IN INDIA?

future-smartphones

Not too long ago, medical reps had only two things they could possibly forget when leaving their houses in the morning – purse/wallets and their leather tote bag.

And what is the trend today? A mobile phone AND a handheld tablet are a must for essential “mobile communication”. With the emergence of mobile devices, additional capabilities have occurred which are not found in computers. Smartphones these days can capture photographs, videos, recordings and provide GPS facility too. All of this can be uploaded onto Pharma CRM software in a flash.

Wireless bandwidth is expanding drastically and fast. It supports the demands of business applications like e-mails with large attachments, multimedia contents and other real-time channels of communication. An industry like the Pharmaceutical industries has sales reps coming in and out at all times. To make things easier and simpler for them, mobile field force is THE solution.

Choosing of the right mobile device:

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The debate for every customer these days is whether to buy a mobile phone or a tablet.

In the year 2013, the term “Phablet” was introduced. What it means, you may wonder. Phone call facilities + Tablet facilities. A tablet that gives you the option to make phone calls is known as a Phablet. The ideal choice for every mobile sales force would be the phablet.

“Dead Time” – Can it be overcome?

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What is dead time?

Dead time refers to the time during the working day that medical reps think that they are wasting because it is spent doing nothing productive or constructive.

Without the lack of appropriate technological support, medical reps will find it impossible to perform any activity during dead time. A laptop or a computer is not useful here because it takes up time in boosting up the OS. Sometimes it is slow because of the Dongle.

Because of this one reason, smartphones, handheld tabs or netbooks are seen to be much more useful during dead time. It is also easier to carry than a laptop or computer.

Risks of Mobile MR Reporting:

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It is a loss sometimes because salespeople fail to understand the benefits offered by mobile technology.

This is why is a must to include salespeople onto the team during the decision-making process.

Is it possible to increase work efficiency of an MR?

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Medical reps are always outside in the real world more than on their desk. They are busy convincing physicians and hospitals to bring in new orders for their company. When there is a sales trip, the reps get plenty of time to carry out their daily work like administrative work. But reps cannot do this all the time because of a laptop. They cannot work productively all the time.

To overcome this barrier, medicals reps extend their working time from home. They do all this at the expense of losing family and personal time. The underlying barrier here is the inability to work whenever they have the free time.

Mobile MR Reporting system to fully shut down web based CRM??

First of all, we must understand the merits and demerits of Mobile MR and Web-based CRM.

Web-based CRM and SFA Systems – designed to generate powerful reports and business intelligence. This is not useful on a 3.5-inch smartphone screen. They provide solutions to a greater degree of interaction and performance for managers who are less likely to travel like medical reps.

Mobile Reporting Systems – interactive and capable of information into easily understandable terms and language. Mobile Apps can complement, rather than replace.

Mobile CRM is the answer to Field Force Challenges:

Amanda Ciccatelli screenshot app

The topmost goals of all CRM are to make sure communication is continuous, consistent and based on individual preferences.

All the information received from CRM needs to be centralized. Now that Cloud has come into the picture, it has become easier to maintain relationships with Physicians, Hospitals, and Stockists. This means, certain key information are intelligently assimilated by the cloud, which helps maintain relationships better. All customer contacts from sales, support, and services, are centralized. This is accessible from mobile phones. This means sales reps are better equipped and can perform better with customers. With the use of handheld tablets, it becomes easier for sales reps to communicate with doctors. It makes them more confident in their work.

Top 10 benefits of Pharma Mobile MR Reporting:

  1. Exponentially increase Rep productivity, allowing work to be accomplished on the fly.
  2. Make use of dead time (he wasted waiting time & traveling time).
  3. Access relevant CRM data wherever & when it is needed most.
  4. Aids in transparent communication, live task updates & status reports anytime, anywhere.
  5. Accessing the company database for information before meetings with physicians.
  6. Efficient Pre-call and Post-call planning.
  7. Provide physicians with straightforward answers to their questions.
  8. Checking important official notifications during sales trips.
  9. Making use of free time by visiting nearby unplanned doctors.
  10. Handheld Tablets helps Medical Reps provide context-specific information to Doctors.

There is useful information that can help sales reps in performing effectively on the database. Also, additional information is not shared with the sales managers. This information is stored in the heads of sales reps for future use. Since mobiles are always on, it becomes easier to access information than using a laptop, because laptops take a time to open.

In today’s competitive market, pharma sales force needs information at the tip of their fingers and the best way to achieve this is by using mobile phones and handheld tabs.

It is easier to manage relationships on the go. Everything is available in the handheld device – key accounts, contacts, and stockists. Information is readily available when needed.

lybrate_manage_practice                 lybrate_android_app_doctors_website_1

 

 

 

 

About Veltrod:
Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in.


The Typical Day of a Medical Sales rep in India

  • The Indian Pharmaceutical industry of India is fast growing and ranks among the top 15 drug manufacturing countries in the world. Most of the credit goes to the medical representatives who are the sole reason for the promotion of products among various physicians, hospitals and pharmacies. They are accountable for all the sales results. They are the face of the company by contributing to better quality of life for customers, building goodwill and increasing the company’s market share.
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  • Below is an interview with Mr. N Vinoj, a 3-year experienced medical rep who works at top Vaccine marketing company in India. This will give all of us an insight into the life of a medical representative.
  • 1. What are the qualities needed to become a successful Medical rep?
  • Adaptability, presence of mind and wit is what clicks in the field. Product knowledge, eloquence, psychological sensitivity and individual approach to each doctor also play an equally important role.
  • 2. What are the qualifications required to build a career in Pharma sales?
  • A degree in Pharmacy or Science, with biology as a major, is mostly preferred. But I have seen other degree holders who have a flair for selling become just as successful. In fact, my colleague has a B.Tech Electric Engg degree and is the best performer for 2 consecutive quarters. It doesn’t really matter till you love what you do and do what you love. Some join this field by choice and some by chance.
  • 3. What is the possible career growth in this field?
  • The potential for growth is immense if you perform exceptionally well. It’s a performance oriented job. As you grow, the company grows. When you meet your sales target, the company makes a profit and you get a big bonus. I have observed the “specialist” roles within sales function like:
  1. Specialist Representative – Hospital Sales, Cardio
  2. MSL (Medical Science Liason)
  3. PR (Public Relations)
  4. Training Manager – Regional or National Level
  5. Sales Management – ASM, RSM, ZSM, NSM
  6. Product Manager – Specialist marketing
  7. How does a typical day in the life of a medical rep work?
  • 4. How does a typical day in the life of a medical rep start off?
  • A typical day starts at 9 am either by reviewing my diary or by spending some time on my laptop. By 10 am, I start my journey with my two-wheeler and visit pre-scheduled doctors. I also carry samples with me to give my doctors. I also communicate with nurses, hospital purchase officers and other administrative people. This is what gives me an edge over competitors and help me get a fresh order. Almost 30-40% of my time is spent in waiting rooms and busy roads. If I get the time, I also make it a point to visit the nearby chemists and distributors. I most definitely use my smartphone to save my day’s report. This way, I can send them out without any delay. This daily reports helps my manager track and monitor the sales performance in my region. This helps me fulfil my targets.
  • 5. Do you like what you do?
  • Yes. It is personally and professionally very satisfying. Agreed that there is a lot of stress and travel, but at the end of the day when you know a product you have been marketing has helped in curing a life-threatening disease, it is very rewarding. The other thing I like about my job is that I can plan my own day and meet my targets my way. I love the independence and room that is given to me by my company.
  • 6. Have you ever manipulated doctors to prescribe a product that is inappropriate?
  • I have personally experienced and heard from my friends that some companies lure doctors into the trap by offering them Air tickets, holiday trips, and expensive gifts. But I have never indulged in any such acts. The doctors whom I meet in my speciality are very respectable and the only bribe you can give them is – KNOWLEDGE! The only way I can grab their attention is in writing my product is by helping them make prudent decisions backed by recent clinical trials and case studies. It is my job to know about my product thoroughly. Only then can I answer and share my product with the doctors. By following this rule of mine, I now have 230 doctors writing my products today.
  • 7. What are your manager’s expectations from you?
  • I am responsible for the promotion of products among medical professionals and pharmacies. I am accountable for the sales results of my territory. My main goals include contributing to a better life for my customers, building goodwill, and increasing the company’s market share.
  • 8. Are there any tips and trick you have for selling?
  • The main trick lies in analysing the pharmaceutical market that I have been assigned to. Every market has some pros and cons. Once I have analyzed that, I educate myself about the product I have to sell. I research on it and get information that is useful. For example, advantages, whether it is therapeutic (composition, properties, etc.), marketing (name, dosage, form, etc.), and its disadvantages (side/adverse effects). I also look at the product’s competitors. This helps in the short and long run in order for me to pitch my product.
  • 9. Once you are inside the doctor’s chamber, what is your goal?
  • I give them all the updated information about the product – dosage, indications, symptoms and side effects (if any). All aspiring Medical reps should keep one thing in mind – do not preach to the doctor. It will buy you nothing. They have studied medicine for more than 5-7 years. All you have to do is point out the right and credible medical journal or clinical trial paper. This requires a lot of work. You need to be in touch with other departments and managements, follow the media, public statements, latest researches and developments.
  • 10. According to you, what is the most important factor that makes a good Medical rep?
  • The reason I could build and maintain relationships with prescribing specialists and general practitioners is because of the rigorous training and education provided to me over time. e-Learning has a big role to play because it doesn’t hamper my daily work at all. I can learn and test my skills anywhere, anytime. According to me, technology is a key enhancer in this field.
  • About Veltrod:
    Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in

How Did the Medical Representative Marketing Kit Evolve?

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The most important link in any pharmaceutical industry is the medical representatives. When it comes to Pharmaceutical selling, medical reps meet a physician in a specific location based on an appointment or sometimes even impromptu. But to interest the doctor, medical reps need some supporting tools and resources, called a marketing kit.

A marketing kit assumes great significance in marketing a product to doctors and hospitals. Using visual aids, LBLs, clinical paper and/or free samples to promote products is all a part of the medical representative’s medical kit.

What goes into a medical kit?

  1. Visiting cards
  2. Day planners
  3. Promotional and free samples

As a medical rep (MR), spends almost all his time commuting from one place to another, he/she needs gadgets like mobile phones and laptops to communicate. These gadgets play an important role to be in direct touch with the head Office and nearby stockists.

Traditional kits: 51wDqKn-hoL

The omnipresent leather tote bags are the closest thing to any medical sales rep. By using such bags that have the company’s logo, it becomes an inexpensive way for a brand recall. In most cases, the bag itself becomes the marketing kit.

What goes inside the bag?

  1. Visiting cards
  2. Daily call planner
  3. Daily report format
  4. Customer record card
  5. Route plan
  6. Free promotional samples
  7. Gifts for the doctors (if any)
  8. Promotional stationery/ product catalogues/ Leave behind Literature (LBL)
  9. CD/DVD giveaway
  10. Any other items of personal nature

Any marketing kit serves an in-building image of the Pharma Company and medical rep as well. Traditional marketing kits are heavy because they are stuffed with bundles of glossy paper LBLs which may be outdated or even irrelevant in some contexts. Since there is no real-time communication, decision making becomes slow.

Electronic Marketing Kit: s-dixon-law

In order to make sales successful, pharma companies need to speed up their business cycles. Hence, it is important to quickly give information quickly to health care professionals. e-Marketing or electronic marketing kits consist of tools and apps that improve the productivity of MRs. Consistency and branding go hand in hand. Hence, it is very important to present latest details and updates to the physicians. Since updating information on tablets is easy, everyone can see the current details. e-Marketing kits have a handheld tablet, a smartphone and less baggage.

Giving MRs handheld tabs like iPads or Android tabs have made their work simpler and more efficient. This also helps in better communication. With the use of handheld tabs, MRs can show videos to health care professionals to make them understand better. This interests them and also convinces them. Use of 3D images to explain the product also helps. Presentations made on tabs make it look professional because of high-quality images and pictures. MRs can also use these tabs to get information on clinical cases and tests. They can also video-chat with an MSL (Medical Science Liason) sitting right in their office.

Advantages of e-Marketing kit:

  1. Immediate feedback.
  2. Time-sensitive.
  3. Easy communication even when outside office or town.
  4. Better decision making.
  5. Baggage is lesser.

A Medical Rep plays a major role in the medical industry. Without them and their knowledge, it would be impossible to bring in any kind of change or advancements in medical care and diagnosis. Their jobs are strenuous, time consuming and frustrating. They give up personal time and travel long hours just to get one deal signed. Empowering and helping them by giving them the latest tools can make their life easier and improve field work. The dedication each Medical Representative puts in makes them the BEST marketing gurus in the universe. With e-Marketing, they can perform better at minimal cost.

 

 

About Veltrod:
Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in.


e-Detailing – Boon or Bane for the Doctors?

 

  • The traditional way of selling used by pharmaceutical sales reps is face-to-face means of communication. This is also the most expensive means of selling. But historically speaking, detailing has been the most important way for all pharmaceutical companies to brief their physicians about the drug. But unfortunately, in today’s day and age, the methods of detailing that were once used are no longer as effective as they used to be.
  • Switching from detailing to e-detailing:
  • Technology has changed everything. With technology being available to almost everybody, it has become an alternative means of communication with physicians and other prescribing influencers. Now, pharma companies have started experimenting with supplementing the sales rep’s detailing activities. They are not just supplementing, but are replacing some too. They are rather sending invitations to access websites and call centers for FAQ’s concerning the drug.
  • A lot of pharmaceutical companies have started their e-detailing invites. It is also seen to have a growing interest in physicians. e-Detailing helps build a strong relationship with physicians. Hence this should be implemented into the pharmaceutical company’s strategy and execution. They should be able to share physician’s information that is integrated across corporate channels.
  • A lot of companies are using technology such as mobile computing. Using this made it easier to create a better way to streamline clinical and commercial processes. It has also become easier to speed time-to-market, to empower sales forces, and to aid compliance procedures. Using this has proven mobile computing to be a necessary exercise. Mobile learning for sales reps has given remote access to training, collaboration and meetings without travelling. This reduces cost and often improves results.
  • Physician Segmentation
  • Understanding the different physician segments is very critical no matter what detailing you choose.
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  • e-Detailing and the various techniques:
  • e-Detailing is comparatively a new thing and is under construction as well as consideration by many pharmaceutical companies to maximize sales force time and cut costs and increase physician prescribing.
  • e-Detailing uses internet-based communications. It provides a value-added marketing channel. This services prescribers and complements a pharmaceutical company’s sales force activities. A company’s product information such as efficacy, side-effects, dosage, drug-to-drug interaction and indication can all be communicated to the physician over a number of e-Detailing platforms. For example, telephone detailing enables the physician to participate in an interaction through voice recognition. If one prefers real-time interaction, video conferencing is the best option for physicians and sales reps.
  • There are a lot of data-based websites that provide electronic details of drugs. While data-based websites provide details of the drugs, physician portals offer doctors a full complement of professional and personal services. They do this by offering an online facility of ordering drugs for product sampling. It also provides emails and medical education. This is also a platform for physicians to exchange clinical ideas and information with peers.
  • Different forms of e-Detailing:
  • 1. Virtual live e-Detailing:
  • This is that type of detailing where the PCs are preloaded with the necessary software, webcam and incentives for the physicians. To make sure all this works out well, models make sure physicians are obliged to contact sales reps of a pharma company a particular number of times in a month. The timing and duration is controlled by the Doctors.
  • While an e-Detailing session is in progress, the physician would be able to interact with the sales reps and with a Medical Science Liaison (MSL) via video and audio in real-time. This model of interaction provides a longer relationship with the physician and is much more cost-efficient. This is a much better option when compared to traditional methods of detailing.
  • 2. Using a portal for doctors:
  • These portals have ready-made communities of doctors and are used to deliver messages and product-specific messages. This is more similar to traditional detailing. These portals provide access to hard-to-reach physicians (specialists). The number of physicians who actively use portals is lesser than the official membership list. The reason there are physician portals is to show statistics that give insight into where physicians spend their time. This in-turn gives others insight into their web habits and interests.
  • 3. Scripted e-Detailing:
  • There are a series of screens usually through an internet or intranet site. Unlike the previous forms, here, live interaction is not possible. But, doctors can contact the sales reps by calling them or emailing them with their queries. This method ensures precise delivery and well-structured messages to physicians. This method is 5-10 times longer than the normal face-to-face call by medical sales reps but at a reduced cost. Since this facility is available 24/7, many physicians prefer this.
  • Top benefits of e-Detailing.
  • There are 3 main benefits of e-Detailing.
  1. Detailing done via sales reps make up most of the share of sales and marketing. This is around 45% in total. By using e-Detailing, pharmaceutical companies can cut down on costs. Since e-Detailing is an online sales session, things can be performed easily and at a lesser cost when compared to physical sales reps visit.
  2. There is an increase in contact time, per virtual which saves marketing expenses. Companies can start using e-Detailing to have a better control over detailing content. The same content developed for the use of the web can be used to train new sales reps.
  3. Pharma companies can capture a lot of information from practicing physicians using e-Detailing. Firms can use this information to target potential prescribers for field reps.
  • e-Detailing adds value to physicians:
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  • By providing a network of doctors, e-Detailing gives access to information at any time convenient to physicians. They can browse through products between appointments or at their own leisure. By doing so, a pharma company can actually increase time spent on each product at a fraction of the cost.
  • e-Detailing gives doctors the flexibility on control when it comes to time, privacy and objectivity. The best thing about it is it doesn’t disrupt the daily routine of the doctor and physicians.
  • Often it is seen that busy doctors take out time from their busy schedules to meet sales reps from a company they trust and have a good relationship with.
  • Moving from paper detailing to digital tablet PC-based multimedia dealers is a huge leap for most pharma companies.
  • According to a recent survey done, doctors spend about 7.5 minutes browsing one product compared to the 2 minutes spent with sales reps. The information e-Detailing provides is vast. From health service guidelines, product benchmarks to prescribing comparisons, it has everything listed out. This not only makes it easier to gather information but also paves the way for reps to take a full selling visit. Full selling visit means, time spent addressing possible competitors, product or prescribing issues, and other things too.
  • From the physician’s perspectives, the benefits are:
  1. Timely and updated information about products that concerns them is easily available.
  2. The ordering of samples is much easier than before.
  3. They can participate in group discussions that interest them.
  4. It is more time efficient interacting with representatives.
  5. Flexibility and ease to view products at their own time.
  • Conclusion:
  • e-Detailing is much more cost efficient and is growing in today’s day and age. But for e-Detailing to succeed, organizations must start integrating sales activities and the information they gather- both electronically and on the field – into the company’s marketing systems in order to help the physicians. A deep integrated e-detailing module in Pharmaceutical CRM is best equipped to help increase face time with doctors.
  • About Veltrod:
    Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo, please drop an email to sales@veltrod.in

A CTOs model in Pharmaceutical CRM/SFA Vendor selection

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  • The pharmaceutical industry is rapidly changing. Expensive promotions and research & development (R&D) campaigns have become a crucial examiner of business towards customers and their needs. This is to simplify and streamline operations in order to get business.
  • Representatives today, need to be consultative in order to be effective with customers. When reps are consultative, it means they have all the answers to your questions. They know how to get answers too. Reps need to be energetic and confident in order to seal the deal.
  • In situations like this, Sales Force Effectiveness is what drives a company to success
  • What does Sales Force Effectiveness (SFE) begin with?
  1. An effective sales strategy.
  2. Structuring and sizing of the sales force.
  3. Designing incentive compensation plans.
  4. The setting of goals.
  5. Manage sales performances.
  6. Recruiting salespeople.
  7. Motivation sales force.
  8. Building a sales force culture.
  9. Coordination of sales and marketing.
  • How can technology help top sales executives with achieving all their business objectives?
  • The pharmaceutical industry has leaders that can execute a vision into reality. They use their vision as the guide to make the product. They provide services and demonstrations too. They have the ability to get the best results in the form of revenue and earnings.
  • When it comes to smaller, product-driven transactional sales organizations, they find the best opportunities in reducing sales cycle and improving sales management visibility.
  • On the other hand, larger and more complex sales organizations which support multi-tier, matrixed sales teams require a role- specific functionality. This is needed to have a strategic account. It is also needed for scalability and performance attributes which manage large amounts of data.
  • One of the biggest problem pharma companies face is the pricing pressure that was brought in by the Government. The next biggest problem is to justify why a specific drug is better than the industry standard.
  • What are the ways to select an SFA tool for your Pharma Company?
  • The SFA application enables Pharma organizations to automate sales activities processes and administrative responsibilities for sales professionals. Not all SFA systems are same and equal.
  • SFA has unique implications for each company. This is because of,
  1. Different selling styles
  2. Different organizational size
  3. Variety of sales processes
  4. Integrated demands
  5. Various number of users
  6. Diversity of roles
  7. Every organizational structure is unique
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  • What are the ways to select a CRM/SFA Vendor for Pharmaceuticals?
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  • Customer relationship management (CRM) is a term that refers to practices, strategies, and technologies that companies use to manage and analyze customer interactions.
  • Having a successful vendor selection strategy will help assess providers that support data requirements, access modes and functionality for each sales role. The sales processes dictate the functional components that best justify and satisfy organizational and individual sales requirements.
  1. It is critical to discover the ability of the CRM/SFA vendor who can handle more than 500 users across many geographical locations.
  2. A lot of pharma SFA vendors offer exaggerated sales reporting systems. They do not have complex sales effectiveness.
  3. There might be inconsistent in tracking records.
  4. Some offer different delivery models. And some differ at levels of functionality.
  5. “Will this vendor help my organization with sales?” – The one question you need to ask.
  6. Sales organizations mustn’t just evaluate a vendor’s suite of product offerings. They need to explore the market more. Only if this is done can one qualify a vendor to address all kinds of problems of your business. Depending on this, you will shortlist your vendors,
  7. Another question that you need to ask is, “Can the vendor offer the best solutions to meet the sales organization or not?”
  • Generic CRM Vendors VS. Specialty Pharma CRM Vendors:
  • Before implementing generic CRM tools like salesforce.com & Microsoft Dynamics CRM, it is important to decide everything that is needed beforehand to avoid confusion and doubt. You need to decide if the solution and platform are best for your Pharmaceuticals & Lifesciences Industry. If you have explored generic CRM solutions before, then you also understand that the solutions do not always support you. When you come across a solution that works for a “professional services company”, you must definitely know that it will not work for you without expensive customization.
  • How to choose between Pharmaceutical SFA and CRM?
  1. CRM – More focused on customer services, both for existing and new customers.
  2. SFA – Focuses on sales cycle.
  3. CRM – Driver for SFE in Pharmaceuticals.
  4. Information and analysis of trends improve SFE in the pharmaceutical industry.
  • Changing goals of Medical sales reps
  • The only way to add real value is educating oneself well about the product. Every detail needs to be studied well before execution of the plan. The therapeutic category and prescribing information need to be looked after. When you look into all this, you are an important part of the office.
  • Specialist sales roles
  1. A major focus is on medical science liaisons (MSLs) and specialists going forward with the need for samples in the office. The lowest tier is the UPS/FedEx delivery model. Middle tier – product-feature-benefit discussions. Highest tier – MSL.
  2. More the touches, the better it is for pharma. This can be through sales force or remote personal detailing.
  3. Messages delivered by campaigns and channels, for example, e-mail, direct mail, and sampling use nationally known physicians.
  4. Data and management of the process are facilitated by a campaign management database of the Pharma CRM.
  • About Veltrod:
  • Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo, please drop an email to sales@veltrod.in.


12 Easy Steps to Developing a Mobile App

 

  •                                     mobile_phone_with_bar_graph_and_green_arrow_for_growth_stock_photo_Slide01
  • What makes a person create a mobile app? Pressure? Tension? Money? No. A bright idea is what makes and inspires the creation of a mobile app. Once you have a beta, you use start off by refining your product. Today, there are so many mobile app analytics providers. Thanks to this, there’s no reason to guess what’s making your business succeed.
  • There are various tools that can be used to test out your idea. But most importantly, you need a roadmap and sketch of how you will be going about your product. A strategy needs to be set. Take your time and research all the best and effective ways to go about which app usage data you want to target. Intelligently scan the numbers and interpret them.
  • Building your product on analytics isn’t enough. You need to start thinking, planning and acting differently to achieve what you want. So whether you are developing a roadmap to a new app, or working on reinforcing an already existing app, below are 12 steps you can use to make your data more efficient in making smart decisions.
  • Collect Smart Data:
  1. Every data collected should aim at answering questions today, tomorrow and in the future.  Now, just because you can measure anything and everything, doesn’t mean it will be helpful in making a smart decision.
  2. Ask questions like “What is the percentage of users that will come back to us?” and “How many transactions did we have in November last year?” These questions will have hard-hitting numbers that can be used to base your decisions on.
  • Have a benchmark and measure your success based on that:
  1. There is something called Key Performance Indicators (KPIs) and these are company-wide. Focus on that and keep asking yourself, “How have I contributed to this?”
  2. There is no way to see if your product is doing well unless you have a scale against which you can measure your results. Each KPI you select should be based away from the individual needs of the company. But analytics like product page view, conversation rate, click through rate and time spent in the app are very helpful to start off.
  • Always start with questions:
  1. Work backwards. Make a list of all the things that need to be tracked and how to track the data to give accountable insights when needed.
  2. This practice of asking questions will make sure you start off right with minimal chance for mistakes. Making a list of FAQs always helps. Sit down with your team and make a list. This gives a set of different perspectives that can be taken into account.
  • Provide data to all:
  1. Be clear to all about everything. Hiding “sensitive “data from the team may raise doubts in their mind. Instead, put it all out in the open. For all you know, there might be someone who would come up with a brighter idea.
  2. Easy and flexible flow of information will keep it fresh and open to change.
  • Don’t manually pull reports:
  1. Set up reports once. So if any changes, additions or subtractions need to be made, it can be done easily.
  2. This saves time rather than wasting time on pulling out files. Time saved can be used for something better elsewhere. This is why selecting key analytics in the beginning itself is crucial and important.
  • Leave room for a “Happy Accident”:
  1. Give your analyst 20% of his personal time to explore the data without expecting anything. Let him/her choose a day of the week he/she is comfortable with. The results will be shocking and refreshing.
  2. This keeps your analyst free of pressure and monotonous work. Otherwise, work will become mechanical and boring. This will hamper the results of the data.
  • Be proactive VS reactive:
  1. The usual tendency of organizations is to look for potholes in the road and fix those instead of fixing the road itself.
  2. Since there is going to be a flood of data coming in, staying organized is the only way to keep yourself from drowning.
  • Mark your milestones:
  1. You touch a milestone, and it is time to celebrate. Spread the joy and happiness of your success all over your company. Decide what needs to be shared on social media. Be very careful as to what you share. Don’t forget to thank everyone who helped you reach your goal.
  2. This makes everyone feel important – your team, staff, customers, and you too. It marks your growth and success. This also makes your competitors nervous.
  • Quantify Customer Sentiment:
  1. Since you have users, you will have a bunch of reviews, comments and incoming emails. This will give you valuable clues to analyse data for improvements.
  2. Numbers are great but are highly misunderstood. If you have a doubt regarding something, using words helps. This will help you make things clear.
  • Learn from your mistakes:
  1. Have a common room where all your team members can see the test results and findings.
  2. Having a visible log of the work happening will help the team members in the group not commit the same mistake twice.
  • Consider the long-term vision:
  1. Set long-term goals and try working towards achieving those.
  2. Have a regular follow-up as to see where you stand and how you’re doing. Monthly meetings are one way to keep track of the work happening. This helps in motivating workers and keeping them on their toes to achieving that long-term goal.
  • Measure a relevant sample group:
  1. While looking for the perfect sample group, look for a statistically significant data. The time length and the number need to be accurate. The sample group will vary according to the app and feature test. But bigger the group, better the result because all the different cohorts are considered.
  2. Creating an app from scratch is a tough job. So when the launching stage nears, you want your product to be the best and the most effective. The gathering and analysing of the correct/right data is very important as this will ensure success. Once this is done, tracking and evaluating your app’s performance is very important and crucial. This is critical as you will use this information to continually recapitulate your product until it reaches maximum optimization.

What is the most effective way to conduct Pharmaceutical Market Research?

  •                              PicMonkey Collage 1
  • What does Market Research mean?
  • Don’t confuse it with Marketing Research.  That’s the most common mistake one does. There is a difference between the both.
  • Market Research – Market research is a systematic, objective collection and analysis of data about a particular target market, competition and/or environment. In short and simple terms, it is the assessment and determination of quantitative and qualitative dimensions of the market.
  • Marketing Research – Scientific discovery methods applied to marketing decision making. In simple terms, it is the analysis of the effect of marketing activities of a company and/or its competitors.
  • So how does market research help in pharma sales and marketing?
  • Environmental Scanning –
  1. Hospitals
  2. Pharmacies
  3. Pharmacists
  4. Physicians
  5. It helps in gathering data and analysing it.
  6. There is an influence of various unique aspects of the pharmaceutical market in market research:
  7. Have a known list of all entities
  8. Make knowledge-based decisions
  9. Have similarities between education and thinking – Credentialism
  10. Has an availability of all the records for transactional purpose
  11. Right use of outside vendor for market research:
  12. Syndicated Research Services: Is a research funded by market research companies. These results are made available to those who want to purchase it.
  13. Custom Services: Is a government organization that oversees the collection of duty applicable to imported and exported goods.
  • What type of questions does market research answer?
  • At a strategic level:
  1. Should it be short term or long term?
  2. If long-term, what are the diseases and product areas that need to be considered for long-term investment?
  3. What would be the potential or market size?
  4. What are the availability and utilization of therapies?
  5. What would be the next logical steps in therapy?
  6. What are the potential market segments that need to be exploited?
  7. What are the disease conditions? For example Sinusitis sufferers, Spondylitis sufferers, migraine sufferers, etc.
  8. What type of dosage is preferred? For example injections vs. inhalants vs. patches.
  9. What is the prevalence of the disorder?
  10. What are the shared conditions?
  11. What would be the potential development partners?
  12. What are the potential acquisitions?
  13. Clinical Trail Planning:
  14. Regionality
  15. Speciality
  16. Seasonality
  17. Premarketing planning:
  18. In a given therapy and diagnosis, what are the important specialties needed by a physician?
  19. What are the important patient characteristics?
  20. Who are our competitors in the market, and how many are there?
  21. What are the methods of promotion our competitors use?
  22. In the market, are there any unsatisfied portions?
  23. When a product is proposed to physicians, how to they react and perceive it?
  • Post-Marketing Monitoring:
  1. Adverse Events: Are unwanted and unusual outcomes.
  2. Product Sales
  3. The patient’s medical history and personal information
  •                                        pharmaceutical-marketing-management-23-638
  • Retail Pharmacy Purchases:
  1. They measure the “inflow” of products from the manufacturer to the pharmacy.
  2. Over-The-Counter: OTC describes a security or trade that does not occur on an exchange.
  3. Prescription drugs.
  4. Indirect purchases from wholesalers.
  5. Direct purchases from manufacturers.
  • Hospital Purchases:
  • Hospitals have been making pharmaceutical purchases from pharmacies on a proportional basis. In certain communities hospitals have become very important in routine care.
  • It is very similar to retail pharmacy purchases.
  1. They measure the “inflow” of products from the manufacturer to the hospital.
  2. OTC.
  3. Prescription drugs.
  4. Indirect purchases from wholesalers.
  5. Direct purchases from manufacturers.
  • Warehouse Withdrawals:
  • These are very important when dealing with questions about an individual performance and if there are any different and potential selling techniques.
  1. They measure the “outflow” products from warehouses to all purchasers.
  2. OTC.
  3. Prescribed drugs.
  4. They do not show the direct purchases from the manufacturers.
  5. They provide an ability to analyse certain segments of the marketplace such as postal address, zip code, etc.
  • Retail Pharmacy Prescriptions:
  1. It measures the “outflow” prescription drugs from the pharmacy to each customer.
  2. It is factual in nature and is the most sensitive indicator of the prescription products and its performance.
  3. It is a reflection of what the mindset of prescribers and consumers
  4. This is the most reliable indicator of marketing and promotional effectiveness.
  5. This data is accessible at national and sub-national levels.
  • Physicians Panel:
  1. Provides specialized research services to identify what the patient uses along with specific variables.
  2. Location of the visit.
  3. Drugs used.
  4. Diagnosis.
  5. Patient characteristics.
  6. Action wanted from the drugs.
  • Promotional Media:
  1. Monitors detailed visits of physicians by the sales reps.
  2. Monitors journal advertisements.
  3. Monitors direct mail advertisements.
  4. Samples used by physicians.

Stages Of Market Research:

  •      2-research-with-commercial-potential-14-638          6a011570727594970b0167609e869e970b-320wi
  • About Veltrod:
  • Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in

How tabs help with Consultative Sales?

  • In today’s day and age, pharma sales reps should know the in and out details of the product, they are selling. This means they should be aware of the indications, interactions and contraindication of their products. They must adhere to the industry’s codes and rules and regulations and act according to the Government regulations.
  • Pharma companies have now moved to using customer management tools and sales force automation to help out their medical reps. With the various advancements in gadgets, a number of tools like tablets and laptops have been introduced, but with limited success in this field.
  • What does consultative selling mean?
  • The term “Consultative Selling” first appeared in 1973, in a book named Consultative Selling by Mack Hanan. He was the one who coined the term. Other contributors are, James Cribbin and Herman Heiser. Since then many companies have made their own versions of the book and model.
  • Meaning: Personal selling in which a salesperson plays the role of a consultant. He or she first assists the buyer in identifying his or her needs and then suggesting products that satisfy those needs.
  • The best example that can be used to explain consultative selling is farming.
  1. A farmer doesn’t sow and grow his seeds all in one day. It takes a LONG time before that happens. He needs to remove and get rid of all the obstacles that come his way, like removing trees, rocks, stones, etc. from the soil. This is how a sales meeting is done. It doesn’t all happen in one day. It takes time.
  2. The farmer then prepares the soil for planting. This is similar to determining the customer’s needs.
  3. After all this, he plants his seeds. This is the same thing like sales reps presenting their recommendations to customers.
  4. Once the seeds are planted, the farmer needs to take care of them. He needs to get rid of all bugs and insects. This stage is similar to resolving all objections.
  5. Lastly, comes the harvest. You reap what you sowed. This part is the same as closing the deal.
  6. This is a long process and takes a lot of time.
  • Hence, we can say that Consultative selling has 5 steps.
  1. Step 1: – Positioning the meeting:
  • Since a sales call is a meeting, it requires an investment of time. The positioning of the meeting means,
  1. Make the customer feel at ease,
  2. Setting an agenda,
  3. And preparing the customer for the questioning process.
  • Usually, this phase lasts for up to 5mins if the physician is free. But if he/she is busy, it barely lasts for 2mins.
  1. Step 2: – Analyzing the situation:
  • The general fact is that the more questions you ask, the more sales you get. But only once you are inside the physician’s chamber can you assess and analyse the situation accordingly, which is the most crucial part of all.
  • You need to listen and question correctly because they are the key to making a deal. Remember all the sales training you got? Now’s a good time to use all those training skills. Poke and probe in the right direction and you are bound to find your what your customer’s needs are.
  1. Step 3: – Offering of recommendations:
  • This step/phase is the favourite of all sales reps because now it when they get to talk their heart out. Here, the reps try to offer physicians ideas that are beyond the product line. A lot of surveys suggest that this phase makes most of the sales reps very comfortable.
  1. Step 4: – Resolving the issue and objections if any:
  • This is the most challenging part of the whole thing. Most sales reps hate this part because it isn’t a pleasant feeling to be rejected. Having to deal with resilient buyers is a very frustrating feeling. But nonetheless, they do it. Consultative selling looks at objections as unfulfilled desires of the customers. Sales reps use these objections to transform them into a need and make sure the customer involves himself and together resolve the issue.
  1. Step 5: – Closing the deal:
  • Here comes the trickiest phase of all. This phase is when the sales reps try to make a deal with the physician or to at least establish the plan of action. The previous phase focuses on resolving all objections made by the physician. Now is the time to confirm and close the deal.
  • What are the challenges faced by Consultative Selling in Pharma?
  • Pharmaceutical sales calls are unexpected and come out of the blue. This is why sales representatives cannot make formal presentations using notebook PCs and mostly rely on printed collateral. Printed material is often outdated, lacks information and is difficult in making an informative dialogue. Because of this, many pharmaceutical industries have made the decision to use tablets and electronic promotional material. While there are companies that stand by the use of tablets, some companies deploy it, for example, Merck and Co., AstraZeneca, etc.Tablet PCs run apps that support pharmaceutical sales cycle, from accessing CRM-based contact information to getting electronic signatures.
  • How can tablets make Consultative Selling easier?
Issues faced by MRs Benefits of handheld tablets Key Performance Indicators (KPIs)
Limited time for sales Content is available anywhere Average duration of sales calls
Dynamic. Up-to-date information which catches the doctor’s attention
Documentation of visit Material presented is easily tracked Improved accuracy of sample inventory
Sample info and signatures can be collected at the point of delivery Sales calls per day increase
Form-based CRM entry is
linked to the sample and
presentation data
Better customer service
Improves response time since sales team is updated immediately
Need to respond to objections immediately Every information received is organized and readily available Increased professionalism
Information is referenced using gesture technology Increased prescriptions
Search option is available and capable for all data
  • Conclusion:
  • Tabs support the concept of this new promotional material. The use of tabs helps save time. How you may ask. Simple. Whenever a new product is launched, all the sales reps need to do is download the materials for that particular product and they are good to go. This saves paper, which in turn saves the environment. It reduces paperwork and has an all-time availability of information – personal, history, purchases, etc. Time saved will make the sales reps more productive. The use of tabs can lead to an extensive customer relationship. Reps can incorporate information that pertains to a particular customer and then show him/her the benefits of the product, stressing the benefits that are most effective to physicians, hospital dispensaries, and pharmacists.
  • If sales reps are looking for a long-term relationship with the physician, rather than have sales calls that are designed to bring in a product day in and day out, they need to be more successful. All this can be seen as an opportunity to build the kind of relationship you are looking for.
  • About Veltrod:
  • Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in.

What exactly do Doctors expect from Medical Representatives?

  •                                        Interview-Questions-For-Medical-Representative-200755557365023
  • Just like how animals protect their “territories”, sales representatives in the health industry need to protect theirs. They are expected to manage their “territories” as if they were running a business. This is why most sales reps have a very entrepreneurial mindset. To be the best in your territory, you need to understand the buyer’s mindset and preferences. In order to be successful, you need to know which customers give you business, and which don’t. That way, you can adopt a way of selling your product in the most effective way possible. You also need to make an investment budget and manage your daily and weekly call schedules. You can do this by holding meetings with your team and coming up with a suitable plan of action.
  1. One of the major goals of sales reps is to be seen as a valuable consultant by Doctors. This, in turn, makes them valuable to the customers. By being a valued resource, and trusted advisor, it allows them to grow. Sales reps still need to describe different options and provide more information regarding their products. They need to understand their customers and how they work and how they think. This brings them added value to their tables.
  2. Doctors have a tight schedule with frequently changing appointments and emergencies. This means that a face-to-face meeting with them becomes rare.
  • There are various sources of information for Doctors and Pharmacists. Some of them are:
  1. Medical journals, magazines, etc.
  2. Medical courses
  3. Conferences
  4. Conventions
  5. Videos
  6. Group discussions
  7. Newsletters and emails
  • What/Who do pharmaceutical promotions target?
  1. Doctors
  2. Dentists
  3. Nurses
  4. Pharmacists
  5. Hospital managers
  6. Insurance companies
  7. Company managers
  • What must the database of Medical reps consist of?
  1. Customer profiles
  2. Product profile – All the studies done and the results found
  3. Doctor’s cards – Writing habits like journals, blogs, etc., classes, personal information
  • There are certain things Medical Reps need to keep in mind before any visit. They are,
  1. Updated information
  2. Drug information
  3. Competitors
  4. Convincing skills
  5. Selling skills
  6. Make sure you know your company well. Also, make sure the company is well-known to the doctor
  7. A must need to know your drug in an out. How is it effective and how is it different from the others
  8. Details of the disease
  9. A diplomatic way of “buttering” – Example, knowing the birthday of the doctor and showing up on that day with a small gift
  10. Be professional. Doctors have a reputation they need to keep up and this extends to the business they are doing
  • If you are new to entire thing do not fear because here are some things you can do.
  1. Style yourself to look like a Medical Representative – The bag, the clothes, the hairstyle, etc.
  2. You need to have the ability to convince and sell your product
  3. Set a frequency of visits to be made
  4. Plan – yearly, half-yearly, quarterly, once every 2 weeks, or daily
  5. The plan is first approved by the regional managers and then by the promotions department
  • What do doctors expect from Medical Reps?
  1. The drug needs to be effective
  2. Information about the drug
  3. An idea of how the drug is priced
  4. How is the dosage form available
  5. Free samples
  6. Conferences
  7. Brochures
  8. Frequent visits
  9. Services provide
  • Now, Medical Reps expect something too. They are,
  1. To prescribe their products
  2. To meet them when they visit
  3. To understand that their products are better than their competitors.
  4. Feedback
  • Sometimes, doctors may not prescribe your products. This might be because:
  1. There were no frequent visits
  2. He/she was not convinced by your products
  3. The drug fails previous trials
  4. Maybe he/she just doesn’t like you
  5. Heard negative remarks about your company
  6. Has loyalty towards another company
  7. The product did not meet his/her needs
  8. He/she did not get enough information about the drug
  9. He/she is just used to other drugs
  • Here are some important elements that need to be considered to establish successful communication.
POINTS DESCRIPTION
Feedback Get a confirmation and then reconfirm the confirmation.
Questions Ask and answer questions to avoid misunderstanding.
Visual Aids Use charts, graphs, pictures, etc. to illustrate your product.
Don’t assume what others know Just because you know things, doesn’t mean everyone will. Do not assume that your customers know it all.
Clear assumptions Make sure you clear every doubt of your customer.
Set a frame up, and then give details Give a brief overview of your product. Let the customer familiarize himself with the product. Once that is established, give details.
Keep it simple Use of big words, and technical terms will only confuse your customer. Keep it simple.
Give and receive enough information Do not go overboard with it all. That also means you do not just brush through. Find the right balance and work on that.
  • It is very important to focus on the features and benefits of your product. Medical and sales reps turn the features into benefits. They try and make the product attractive to the patient or the pharmacist.
  • Example:
  1. This mouthwash is concentrated.
  2. What you tell the patient – This will last longer than your other products and is much more economical,
  3. When toothpaste is prescribed by doctors, it gets more sales for the pharmacists.
  • One might wonder what the steps to success in pharma selling are. Here are 6 simple steps.
  • Layout the work that needs to be done:
  1. Techniques to be used
  2. Attitudes
  3. Knowledge about the product to be sold
  • Approach and relate:
  1. Help your customers make the right choice.
  2. Sell the relationship
  • Make a presentation:
  1. Know all the features of your product
  2. Sell all the benefits of the product – “What’s in it for me?”
  3. Sell your advantages – Answer questions like, “Why should I buy this product from this person?” and “Are you better than your competitors?”
  • Overcome any objections:
  1. Try overcoming any objections that come from physicians.
  • Close and Supplement:
  1. Help your customer decide how and whether to buy the product.
  2. – “By using this product, do you see how it meets your need and solves your problems?
  3. – “I haven’t heard any objections till now, and means you have no objects. Is it okay if I assume that agree with me?
  4. – So do I go ahead and talk about the final details?”
  5. – “May I go make the deal and start with your order?”
  6. Once the initial decision is made, suggest more products.
  • Have a follow-up and gain their trust for life:
  1. After a sale, contact your customer
  2. Send in a “Customer Satisfaction” survey
  3. Prove that you are dependable
  4. When you receive complaints, be prompt in responding
  5. Make a list of all your customers and add them to your mailing list. Keep in touch with them on regular basis
  6. Ask your customers to refer you to their friends, family and colleagues
  • Conclusion:
  • When you talk about sales, there is one timeless acronym that is bound to come to your mind. And that acronym is undoubtedly WIIFM – “What’s In It For Me?”
  • The “ME” here refers to the customer. When writing your speech, keep the customer in mind, which in this case is your physician and ask, “What’s in it for him or her?” Talk about what issues matter to the physician and his/her practice. A typical physician’s day consists of short and controlled segments. What best works for physicians is quick information that will save their time and bring in best results
  • About Veltrod
  • Veltrod offers on-demand, affordable mobile SFA solution to manage end to end activities and performance of medical representatives, efficiently with ease. For a demo,  please drop an email to sales@veltrod.in

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