Leveraging Digital Materialsat

Boston Scientific

Final Project Presentation

Katie Johnson

May 2005

Situation at Boston Scientific

Need to save money Need to communicate efficiently Curious about digital materials as a

communication medium

Benefits of Digital Materials

Potential production & printing cost savings of over $600,000 annually

Timely access to information

Easily updatable format

Sinickas Says

Research shows that the percentage of employees who prefer e-channels exclusively is small

For most of the categories of information, between half and three-fourths of employees want a mix of channels

More than three-fourths of employees at six companies responded that they wanted printed versions of publications to remain available (Sinickas, 2004)

Research Question

Does the Boston Scientific sales force perceive digital product launch education materials as an adequate replacement for printed materials?

Methodology

Survey sent via e-mail to all 960 U.S. sales reps

7 closed-ended, 3 open-ended and 5 closed/semi-open-ended questions

Incentive – portable DVD player

Response

960 U.S. sales reps surveyed 334 completed the survey 35% overall response rate

Results

Have you visited the Extranet site for information prior to a sales call:– 84% yes– 16% no

Answer: Yes, the Extranet site is utilized.

Results

Answer: 63% prefer hardcopy.

5%

32%

63%

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Digitally Hardcopy Both

How do you prefer to receive new product information currently found in launch folios/manuals?

Results

Answer: 19% prefer digital materials instead of print.

23%

58%

19%

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Disagree Undecided Agree

I would prefer to access product launch folio/manual information on the Extranet instead of receiving a printed launch folio/manual.

Results

Are there times when you prefer to receive a printed launch folio/manual? (please explain)– “Yes. Faster to sometimes use a printed

resource, plus I take them with me to review in the car or the hotel.”

– “Yes, when we first launch a new product. It is nice to be able to carry around the manual since I don't always carry my computer.”

Answer: Yes, print is preferred at times.

Results

Are there times when you prefer to access launch folio/manual information on the Extranet site? (please explain)– “I like to have both. The hard copy at the time of

the launch to study, and on the Extranet as a place to refer to when I need to find it again.

– “Yes, if someone brings up a question or needs information long after launch.”

Answer: Yes, digital is preferred at times.

Answer to Research Question

Does the Boston Scientific sales force perceive digital product launch education materials as an adequate replacement for printed materials?

For this sample: No – at least not yet.

What Does This Mean?

Digital vs. print usage may be situational Hurdles to acceptance

– Convenience– Technology barriers– Work location– Adverse to change

Recommendations for Boston Scientific

Print be used in conjunction with digital for the foreseeable future

Conduct a pilot test Focus group

Questions?