Content Marketing for Healthcare


SkillSets LIVE x mmm-online.com 2

Finding the Promise of Sales Force EnablementRich Daly, Managing Partner, RavineRock Partners, LLC

Exposing the Gaps in Sales Disablement: Market OverviewJeffrey Akin, Director, Latuda Marketing, SunovionEmily Mozoki, Director, Business Operations, Latuda, SunovionJose Andrade, VP Director of Interactive Technology, AbelsonTaylorEmily Tower, VP of Digital Strategy & Analytics, AbelsonTaylor

Exposing the Gaps in Sales Disablement: The EvolutionStephen Hart, Senior Publishing Manager, Adobe Systems

Stephen Miller, Ambassador, Lenovo

Panel DiscussionModerator: Marc Iskowitz, Editor in Chief, MM&M Panelists: Rich Daly, Former President US Diabetes, AstraZeneca Jeffrey Akin, Director, Latuda Marketing, Sunovion Emily Mozoki, Director, Business Operations, Latuda, Sunovion Stephen Hart, Senior Publishing Manager, Adobe Systems Stephen Miller, Ambassador, Lenovo Jose Andrade, VP Director of Interactive Technology, AbelsonTaylor Emily Tower, VP of Digital Strategy & Analytics, AbelsonTaylor

Bringing Sales Enablement BackJeffrey Akin, Director, Latuda Marketing, SunovionEmily Mozoki, Director, Business Operations, Latuda, SunovionJose Andrade, VP Director of Interactive Technology, AbelsonTaylorEmily Tower, VP of Digital Strategy & Analytics, AbelsonTaylor

SkillSets Live is a series of live half-day events com-prising presentations and discussions focused on specific disciplines within pharmaceutical/healthcare marketing and communications. Prominent speakers from across the industry share their insights, obser-vations, best practices and advice with a live audience of pharma brand managers/marketers, agency profes-sionals and healthcare media executives. The goal is to provide attendees with a platform to increase their knowledge in key areas of healthcare marketing and communications and to provide a forum for networking and sharing information.

For information about future SkillSets Live events, including registration, visit mmm-online.com.

For sponsorship opportunities, contact Doreen Gates at 267-477-1151 or email Doreen.Gates@ haymarketmedia.com.

Marc Iskowitz Editor in Chief [email protected]

Regine M. Lombardo Art Director [email protected]

Larry Dobrow Senior Editor [email protected]

Deborah Weinstein Senior Reporter [email protected]

Kevin McCaffrey Reporter [email protected]

Marie Griffin Contributing Writer [email protected]

Doreen Gates Advertising Manager [email protected]

Tamika Hart Senior Account Executive [email protected]

Jeniffer Amparo Sales Assistant [email protected]

EVENTS

Adele Durham Events Director [email protected]

HAYMARKET MEDIA INC.

Lee Maniscalco Chairman & Chief Executive [email protected]

Julia Hood Executive Vice President [email protected]

PRODUCTION

Ada Figueroa Production Director [email protected]

CIRCULATION

Tracey Harilall Circulation Marketing Manager [email protected]

The MM&M Team

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SkillSets

Boosting Relationships with HCPs:

Digital Sales Enablement 3.0

The next SkillSets Live event

March 12, 2015Enhancing Multichannel Marketing: Messaging

in Support of Pharma’s Paradigm Shift



“We tortured the healthcare practitioners, and then we’re surprised that doors are closed to our people.”—Rich Daly, RavineRock

Finding the Promise of Sales Force EnablementRich Daly, Managing Partner, RavineRock Partners, LLC

In his keynote presentation, Daly, former presi-dent US Diabetes for AstraZeneca, explained how pharmaceutical companies’ own actions may

have led to many of the challenges their salespeople now face in the field. To that end, he walked the au-dience through the processes pharmaceutical execu-tives must execute to truly enable their sales forces—rather than merely arm them with devices, content and tools.

As part of an overview of pharmaceutical detailing over the years, Daly noted, “Somebody added a sales force. We added a sales force. If a competitor was call-ing on 90,000 doctors, we had to call on 90,000 doctors. We tortured the healthcare practitioners, and then we’re surprised that doors are closed to our people.” Indeed, as MM&M previously reported, a study by Capgemini Consulting and QuantiaMD found that 64% of phy-sicians work for healthcare organizations that either ban pharmaceutical sales reps or limit their access. A much larger percentage of younger doctors—90%—are joining these groups right out of school, as com-pared with 50% of established physicians. This means that HCPs who have the most experience with face-to-face sales calls are literally becoming extinct.

Even when a representative is able to see a doctor today, the visit averages only six minutes and legal and regulatory considerations limit what the rep can say. Daly noted that pharma prompted this, too, by aggres-sively pushing off-label uses of their medications in the past.

While HCPs continue to rely on pharmaceutical reps for information specific to their own products, Daly pointed out that physicians have many more in-formation sources available today because of the Web and the ubiquity of mobile devices.

Against these difficult odds, Daly maintained that pharmaceutical company leaders have the ability to



Against difficult odds, pharma must reignite the power of their sales forces

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reignite the power of their sales forces, so long as “all [their] efforts are focused on benefiting the actions of the sales team.” He advised pharmaceutical executives to be out in the field “belly to belly” with customers. “To truly understand the factors that affect the critical moment of the prescribing decision, leadership must observe it often,” he added.

Before they can make sales force enablement a core capability within their enterprises, pharmaceuti-cal companies need to make sure they have critically examined their strategy, structure, systems, skills and “culture of accountability,” Daly said.

“A strategy must be built around the things you do that nobody else does or what you and everybody else does but that you can do differently,” he ex-plained. Then there must be a structure to support sales force enablement. “True enablement involves a cultural change. To do that, you must align the gang of four: the heads of medical, sales, marketing and access. If all of them are not engaged from the start, you will fail.”

Technology is the third step, Daly noted. At the same time, he cautioned companies not to understate human, interpersonal concerns. “Selling is a human endeavor,” he noted.

When it comes to skills, the right people must be in the right roles, in both sales and management. “Over-train,” Daly urged. “The worst mistakes in implemen-tation happen when companies do not train enough.”

Finally, Daly concluded, having a culture of account-ability requires an organization-wide commitment; it cannot apply only to the sales force. “Every month, the sales reports come in and we see what those peo-ple have done. What are the hard objectives for every-body else?” Daly asked. “Figure out what you have to monitor and monitor relentlessly.”

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“We had all these bells and whistles. But when we used [the iPad aid], we started to see it was awkward”—Emily Mozoki, Sunovion



Exposing the Gaps in Sales Disablement: Market OverviewJeffrey Akin, Director, Latuda Marketing, Sunovion

Emily Mozoki, Director, Business Operations, Latuda, Sunovion

Jose Andrade, VP Director of Interactive Technology, AbelsonTaylor

Emily Tower, VP of Digital Strategy & Analytics, AbelsonTaylor

AbelsonTaylor’s Andrade set the tone for this session by, in essence, calling out the indus-try and everyone in it. “Since the advent of

the tablet, there was a promise around what these devices could do to help marketers and agencies reach their goals. However, over ten years, the prom-ise has failed.”

Welcome to the era of sales “dis”-ablement in the pharmaceutical world. To back up Andrade’s analysis, Tower delivered findings from a recent AbelsonTaylor survey of pharma sales reps, which netted 75 respons-es from individuals representing 31 companies. Tower noted that three out of four of those reps had been using an iPad for a year or more and that they were relatively senior in the sales force: 50% had been in the field for more than ten years and 70% had been in the field three years or longer.

“Reps overwhelmingly have accepted and em-braced the iPad as part of their tool kit and they’re using it every day,” Tower noted. “As one of our sur-vey participants put it, ‘There are pros and cons, but overall, it’s positive and much more positive as time goes on.’ ”

HCPs have also embraced the tablet, she added, noting that three out of four physicians have their own iPad. While reps and physicians are now comfortable using the devices, the downside, according to Tower, is that the “cool factor” is gone. “It’s more important to look at the content we’re delivering now.”

Andrade asserted that it is also critical for phar-maceutical companies and agencies to improve the user experience for the sales reps and the HCPs who view their presentations. He explained that be-cause interactive sales aids evolved from print pieces, agencies and marketers have not truly leveraged the inter activity of the tablet form. They’ve also failed to

integrate the aids into the workflow of the reps so that tablets can fulfill their promise of being an all-in-one tool. This prompted Andrade to refer to tablets as “a ‘flat-form.’ ”

Even though developers can access platforms upon which to build products to enable the sales force, Andrade said, “They are all falling short.” The fault doesn’t lie in the technology but instead in the process-es pharma companies and agencies have traditionally used to create sales aids. Because so many people are typically involved in every stage of the review process, the amount of content and the number of features requested quickly escalates. “I call it everything-but-the-kitchen-sink development,” Andrade quipped. As a result, when sales-force products are finally put into the hands of reps, they are usually cumbersome and inelegant—the opposite of the sleek and easy-to-use technological wonder people had hoped a digital sales aid would be.

Andrade and Tower then ceded center stage to Sun ovion’s Akin and Mozoki. They recalled that when Sunovion was preparing for the 2011 launch of Latu-da, Apple’s first iPad had just debuted. “The idea of the iPad sounded very sexy and engaging,” Akin said.

However, Sunovion used the everything-but-the-kitchen-sink approach to developing its first interac-tive aid for Latuda. “We had the mentality of trying to include everything and anything,” he said. Mozoki, who was working in the field for Sunovion at the time, agreed, recalling how “we had all these bells and whis-tles. But when we used [the aid], we started to see how awkward it was and how many of the features took away from the interaction” between rep and HCP.

Originally, the only application allowed on the Latuda reps’ iPads was that aid. Over time, however, Sunovion allowed reps to use the device more liber-

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“This publishing platform allows you to create one workflow for content and deploy it across all of the different print and digital channels”—Stephen Hart, Adobe Systems



ally and to personalize it.“That required a mind-set change at corporate,”

Mozoki acknowledged. “Regulatory thought it might be a legal risk if they used the camera and IT thought they’d be listening to iTunes or Pandora all day. But, we knew it had to be a good working tool for the reps or they wouldn’t take ownership of it.”

Recently, Sunovion executives decided to move from Apple’s iPad to a Windows 8 tablet platform. “They didn’t want to maintain a Windows laptop and

an iPad,” Akin said. “It wasn’t cost effective for IT to try to support iPads in the field,” Mozoki added.

Sunovion was preparing to launch its interactive aid on the Windows 8 tablet days after the Skill Sets event, which presented a challenge of a different kind. “Peo-ple are very attached to their iPads, so we are provid-ing some incentives,” Mozoki said. “We brought some reps inside to test-pilot it. The only way this is going to work is if we get them involved.”

Exposing the Gaps in Sales Disablement: The EvolutionStephen Hart, Senior Publishing Manager, Adobe Systems

Stephen Miller, Ambassador, Lenovo

As part of their presentation, Hart and Miller took a look under the hood and assessed the state of the major tech platforms.

Miller noted that, unlike Apple, which has a pro-prietary operating system to go with its devices, Leno-vo and most other computer makers rely on Micro-soft’s Windows operating system. “Windows runs 91% of the infrastructure of the world,” he noted. At the same time, he gave Apple credit for popularizing the tablet form.

“You’re now seeing other brands competing in the space,” he said.

Miller also explained why companies feel a need to make a choice between Apple and Windows. When a company runs a Windows platform for the majority of its functions, it is expensive and difficult from an IT standpoint to have the sales force using Apple. This, in turn, opens up an opportunity for vendors that are more focused on enterprise customers.

“The technology cannot impede workflow. If a product makes you productive, if it makes you money, do you really care about the brand name?” he asked rhetorically.

Hart described the benefits of Adobe’s Digital Publishing Suite. “This publishing platform allows you to create one workflow for content and deploy it across all of the different print and digital channels,” he explained.

“Built into this whole environment is the abil-ity to measure audience interaction with the content,

added Hart. This enables the publisher to then tailor the content and interaction based on how the user is using it.”

The Adobe suite allows the company to control content updates from a central point, which is impor-tant for a regulated industry like pharmaceutical industry. “We recently augmented the platform to open it up to integrate with CRM systems,” Hart add-ed, noting that this capability is particularly important for sales force products.

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“We see it as our job to make sure the rep has the right message at the right time so that they can make more of an impact”—Emily Tower, AbelsonTaylor



Bringing Sales Enablement BackJeffrey Akin, Director, Latuda Marketing, Sunovion

Emily Mozoki, Director, Business Operations, Latuda, Sunovion

Jose Andrade, VP Director of Interactive Technology, AbelsonTaylor

Emily Tower, VP of Digital Strategy & Analytics, AbelsonTaylor

Akin and Mozoki kicked off their second stint on the podium by explaining how Sunovion was able to take its interactive aid to a higher

level of functionality, to make it a one-stop tool to help sales reps become more productive in the field. “We wanted to surround the representatives with things that would improve their efficiency, so that [the aid] would be more than just a paperweight,” Mozoki quipped.

To help with pre-call planning, Sunovion worked with its vendors to design a simple app that reps could use to learn about the physician’s writing hab-its before they met. From there they could customize the presentation. “We put in signature capture so that the physician could sign when the rep leaves samples. We gave them a dongle so that either the doctor or the rep could make a presentation to a large group. We also made it easy for them to send out trigger let-ters immediately after they met with HCPs,” Mozoki explained.

Akin pointed to another complicating factor. “The comfort in legal and compliance is low for the sales representative,” he said. Through the iPad and Sun-ovion’s Veeva system, it developed a series of trigger emails and direct mail communications that are per-sonalized for the rep and have been reviewed. When reps cannot get access to a certain office, they can intro-duce themselves as the Sunovion/Latuda rep, provide

published clinical data and direct the physician to the company’s website to reinforce that content.

Tower pointed out that companies are generally doing a good job of aggregating tools for reps to use. She acknowledged, however, that they haven’t real-ized the promise of giving enough information about the physician to help salespeople tailor their conversa-tions and become more relevant. “One thing the reps made clear in our study is that they don’t want to be told exactly what to do, but that they were very open to seeing data that would help them understand what the doctor is doing outside of their interactions with that individual rep,” she explained.

To get that kind of data, the reps in the survey said, they are required to move from iPads to laptops or desktops so that they can check Excel files or other reports. “We see an opportunity to bring that infor-mation into a single interface,” Tower continued. “We started to build a concept model for getting that rich customer intelligence into an actionable format that you, as marketers, can use and that your sales force can use.”

Andrade reiterated that AbelsonTaylor is develop-ing a concept model for a sales force application and the agency will look to the marketplace for feedback. “We’re not doing this in a silo. We’re also working with people like Lenovo and Adobe,” he stressed.

Tower described agencies as “masters at push-ing out a lot of content” but wondered if they could expand that mission. “What if we could be more coor dinated and provide ways to help the reps with messages that would move them along in their jour-ney with the physician?” she asked. “We see it as our job to make sure the rep has the right message at the right time so that they can make more of an impact.”

We put in signature capture so that the physician could sign when the rep leaves samples

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“When we can show [legal] what it’s like in the field, it’s easier for them to edit that sales aid”—Jeffrey Akin, Sunovion



Panel DiscussionModerator: Marc Iskowitz, Editor-in-Chief, MM&M Panelists: Rich Daly, Former President US Diabetes, AstraZeneca Jeffrey Akin, Director, Latuda Marketing, Sunovion Emily Mozoki, Director, Business Operations, Latuda, Sunovion Stephen Hart, Senior Publishing Manager, Adobe Systems Stephen Miller, Ambassador, Lenovo Jose Andrade, VP Director of Interactive Technology, AbelsonTaylor Emily Tower, VP of Digital Strategy & Analytics, AbelsonTaylor

The September SkillSets Live ended with a panel discussion led by MM&M Editor in Chief Marc Iskowitz during which audience

members had a chance to chime in. And chime in they did.

One attendee noted that his firm is tracking sales force engagements with physicians to improve those interactions. He noted, however, potential concerns around privacy. “There’s still a perception that this is a Big-Brother-Is-Watching kind of initiative. How do we mitigate that?” Akin responded by stressing that the industry is sensitive to such issues. “When the sales force sees that we’re actually using their behavior to produce a better product that helps them do their job better, they buy in,” he explained. Andrade agreed: “From a technology standpoint, we can build anony-mizing rules that give reps the assurance that we’re not checking up on them individually.”

Another attendee wondered if digital sales aids were being employed as much as intended: “Our reps don’t seem to be using the digital assets, but we don’t know if that’s unusual. Is there an industry benchmark?” In response, Tower acknowledged the obvious: “We recognize that reps are not going to use the digital sales aid on every call.” That said, she added that “[reps] didn’t use print on every call. On average, across 44 brands we represent, we’ve seen that the rep will use a digital sales aid about 40% of the time.”

Iskowitz followed this up by asking about messag-ing: “How do you get your legal and regulatory peo-ple on board so that you can provide sales reps with messages that have more impact on HCPs?” Mozoki suggested bringing them in the loop early and often: “If they’re involved from the beginning and they are able to make comments along the way, they will feel confidence in that end product.” Akin, on the other hand, recommended a deeper level of involvement. “We encourage them to do field rides. When we can show them what the conversation looks like in the field, it’s easier for them to understand and edit that sales aid.”

Iskowitz then asked Miller what pharma marketers should be thinking about when it comes to devices for sales enablement. “You have to make sure the device is making your salespeople more productive,” Miller responded. “IT needs to give people the tools they need to do the job, not the technology IT wants them to have.” n

When the sales force sees what we’re actually doing, they buy in Sponsored by:

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