sales.visioner Winter edition 10/11

Innovative and new marketing waves dis-covered by Novartis and Sanofi!

Supported by

PFIZER: Innovative sampling race!? + PHARMA SALES: growth in 2011?!

SFE Pharma NEWS |Pharma Sales |Pharma Marketing

Steven Rosen: 5 Steps to Leading a Sales Force Restructuring

Pharma CRM revolution? The first iPad/iPhone app on the AppStore

Pharma Table Battle!Pharma Table Battle!

Which Table device should your medical rep Which Table device should your medical rep Which Table device should your medical rep

have?have?have?

sales.visioner the Pharmacentric white paper

English edition Volume 2 Winter2010/2011

http://www.media-soft.info/

http://www.media-soft.info/sales-vision-pharma-crm/sales-vision-platforms/sales-vision-itouch/

Pfizer’s Race between reps IT in e-sampling

II n the ongoing battle between human

and machine, in this case, pharma

reps and online marketing, Pfizer

has awarded new points to the machine.

But as the Wall Street Journal Health Blog

reports, the company has given reps the

chance to beat the machine to the punch.

Pfizer has set up an electronic sampling

program, which allows doctors to order

drug samples online. Earlier Merck and

AstraZeneca are also handling some drug

samples in that way. After all, with new

restrictions on pharma reps popping up

all over the place, including "no reps al-

lowed" policies at some teaching hospitals

and physician practices--online may be

the only convenient place some doctors

can interact with drug producers.

To placate reps who might feel threatened

by the e-sampling system, Pfizer set up a

pinch-hitting option. When a doctor or-

ders samples online, the order goes to that

doc's Pfizer rep. The human salesperson

then has 48 hours to handle the sample

order. If the rep doesn't deliver, then the e

-system fulfills it.

NN ow that new Android gadgets hit the

market about once a week, also pharma

want to include in the new innovative

technology. According to FiercePharma Sanofi-

Aventis and Novartis have both introduced new

Android apps, and other digitally bold drugmakers

are likely to follow suit. But even though Sanofi and

Novartis were gutsy enough to jump into the An-

droid arena first, they're still playing it pretty safe,

content-wise.

Novartis is offering a technical app for healthcare

professionals: the Novartis Oncology Medical Infor-

mation app, as InPharm reports. This will allow An-

droid users--and iPhone and Blackberry aficionados

as well--prescribing information, downloadable

documents, and a direct line for inquiries to the

company's medical information team. Given that

the labeling info has regulatory approval, and com-

pany staff are versed in FDA rules, this app isn't

likely to attract an agency crackdown like a DTC

app might.

Novartis is tracking influenza via its WheresFlu

app, which consumers can use to determine where

flu is most prevalent. It's designed to support the

consumer drug Theraflu.

Meanwhile, Sanofi has launched its Go Meals app

to help diabetes sufferers eat healthy. The app pro-

vides nutritional info and restaurant-finding func-

tions. Sanofi, of course, makes several diabetes rem-

edies, including Lantus, its newest drug for the dis-

ease. Both the Go Meals and WheresFlu apps are

also available on other platforms; iPhone and Black-

berry for the flu app and iPhone and iPad for Go

Meals. Let’s see how many apps will bring the fu-

ture.

(Source: Fierce Pharma)

PLANET sales.visioner

New marketing opportunities? Sanofi and Novartis introduce

Android apps

ARE PHARMA LEADERS WILLING TO ADAPT TO SOME NEW RULES

IN MARKETING LIKE GUERRILLA OR BUZZ MARKETING?

sales.visioner

FOCUS SFE.FOCUS SFE.

media-soft.info 02


AA ccording to US Newswire Illegal online

drug sellers have provided tens of mil-

lions of Americans prescription medica-

tion via the Internet without a valid prescription,

recent research has found. These rogue sellers

have preyed upon thirty-six million people, or 1 in

6 Americans, exposing them to the potential of

taking counterfeit and unapproved medications.

The proliferation of illegal online drug sellers of-

fering medication without a prescription has

prompted major online commerce companies to

take action to curb this dangerous practice.

Since June the IPEC has been working to increase

cooperation between the government and the pri-

vate sector to protect consumers from counterfeit

medications sold on the Internet by illegal online

drug sellers. All legitimately operating, state-

licensed pharmacies, whether they have a physical

location or are found online, sell only FDA-

approved medication and only with a prescription.

Unlike legitimate pharmacies that offer consumers

the option of ordering doctor-prescribed medica-

tions over the Internet, rogue Internet drug sellers

pose as legitimate websites that offer prescription

medicine for sale without a prescription. This

makes it all too easy for people to unknowingly

obtain potentially dangerous fake, substandard, or

unapproved drugs. "More than 95% of Internet

organic search results yield illicit websites that

offer to sell unapproved and potentially counter-

feit medicine, mostly without a prescription," said

Jeannie Salo, Director of Global Anti-

Counterfeiting, International Government Affairs

at Eli Lilly and Company, an ASOP member. "

Internet as a threat! 36 million Americans have bought Medica-

tions online without a Doctor's Prescription!

WORST PHARMA

MARKETING

COMPANIES IN 2010

BNet has nominated the 7 worst

pharma companies in 2010. Is your

company nominated?

7. Mannkind

6. Elan

5. Generex

4. AviBioPharma

3. Ranbaxy

2. KV Pharma

1. Johnson&Johnson

Visionary newcomer generic company PharmaS deploys for entire sales force

team iPhone’s!

PP harmaS the necomer

generic pharma com-

pany has deployed for

their entire sales force team

iPhone's. After Otsuka Phar-

ma, PharmaS will be one of the

first companies which have

implemented the Apple iPh-

one or iPad platform from

their headquarters request

what is pretty revolutionary.

Interesting, the iPhone plat-

form will be supported by Me-

dia-Soft Pharma CRM provid-

er and there first native iPh-

one/iPad application for the

medical reps. This could be a

tripping point which will

proof that the iPhone/iPad

technology is the most innova-

tive add value and functional

gadget for the sales force

teams.


sales.visioner


media-soft.info 03


TT he Pharma CRM landscape has

dramatically changed! Now Med-

ical Reps, SFE, marketing manag-

ers and other functions can get the best of

mobility, modern technology platform and

innovative solution in one single app run-

ning on the iPad or iPhone! It’s called Sales

Vision iTouch is coming from the vendor

Media-Soft Inc.

Very interesting

is that Sales Vi-

sion iTouch is

also officially

available on the

Apple AppStore

as a free app

here! Anybody

can download it

and enjoy in the new Pharma CRM revolu-

tion!

We have tested Sales Vision iTouch on the

iPad and the innovative Pharma CRM app

covers interesting modules like doctors

and person list, hospital, pharmacies and

other institutions, Map and GPS tracking

and routing, Sales Preview, Dashboards

and of course Intelligent and innovative

Visit planning and realization/reporting.

Of course Sales Vision iTouch is an of-

fline/online CRM build around modern

technology platforms which can be adopt-

ed in any pharma organization which can

easily be downloaded from the AppStore

and linked to your database. As Media-

Soft has reported, with Sales Vision iTouch

already are working 300 medical reps in

many pharma companies and parallel the

vendor is testing Sales Vision iTouch with

few other pharma companies. For more

information visit their web site under

www.media-soft.info .


The first global Pharma SFE and CRM app for the iPhone/iPad finally on the Apple AppStore!

SALES VISION ITOUCH IS THE FIRST GLOBAL PHARMA CRM APP WHICH CAN BE DOWN-LOADED FROM THE APPLE APPSTORE. BEST OF ALL?ITS AN FREE IPHONE/IPAD APP!

sales.visioner


media-soft.info 04

http://www.media-soft.info



GG lobal pharmaceutical sales are expected to

grow by 5% to 7% in 2011 to around $880

billion, compared with a rise of 4% to 5%

this year, thanks to robust growth in emerging mar-

kets, especially China, as well as new innovative

treatments, according to IMS Health. The head-

winds pushing back against that growth include

budget pressures in the developed world and pa-

tent expirations." While the overall market will ap-

pear to rebound somewhat in 2011, the underlying

constraints to growth in developed markets are

stronger than ever -- including the impact of major

patent expiries and payer mechanisms to limit drug

spending," said senior vice president Murray Ait-

ken at IMS, which tracks global prescription drug

sales for the industry.

Robust Growth in the 'Pharmerging' Markets

The 17 so-called ―pharmerging countries," which

include such nations as Brazil, Russia, India, Vene-

zuela, Poland and the Ukraine, are forecast to see

their pharmaceutical spending grow at a 15% to

17% rate in 2011, to between $170 billion and $180

billion overall. Especially impressive is the rise in

what is now the world's third-largest pharmaceuti-

cal market: China. Spending there is predicted to

grow by 25% to 27% to more than $50 billion next

year. By contrast, Canada and the five major Euro-

pean markets are expected to grow at a measly 1%

to 3% pace, while spending in Japan is forecast to

grow by 5% to 7%. The U.S., where spending is

forecast to grow at a 3% to 5% pace, will remain the

single largest pharmaceutical market, with sales of

between $320 billion and $330 billion, up from $310

billion forecast for this year. This divergence in

sales growth isn't surprising when considering that

pharmerging markets are benefiting from greater

government spending on health care, and broader

public and private funding, as IMS Health said. In

the developed markets, on the other hand, pharma-

ceuticals face price pressures from patent expiries,

as well as from spending constraints imposed by

both government and private payers.


media-soft.info 05

sales.visioner

Sales Trends.Sales Trends.

Optimistic growth for pharma industry Optimistic growth for pharma industry

for 2011!for 2011!



sales.visioner

Patent Cliff Shifts Gears in 2011

The much-dreaded patent cliff will grow steeper in

2011 as a growing number of major drugs lose pa-

tent protection and their manufacturers are forced

to compete with cheaper generics. The full impact,

however, will mostly be felt in 2012, due to the tim-

ing and competition among generics. Products with

sales of more than $30 billion are expected to go out

of patent in the major developed markets. In the

U.S. alone, two huge cholesterol treatments are set

to lose market protection: Lipitor from Pfizer and

Plavix from Bristol-Myers Squibb and Sanofi-

Aventis. Eli Lilly's antipsychotic Zyprexa and John-

son & Johnson's anti-bacterial drug Levaquin are

also set to face generic competition. Together, the

four accounted for more than 93 million prescrip-

tions dispensed in the past 12 months and generat-

ed over $17 billion in total sales. But pharmaceutical

firms are also poised to introduce new drugs next

year, and funding is expected to be redirected to the

new treatments from other areas where lower-cost

generics are available. "In 2011, we will see the loss

of exclusivity for some iconic brands and a promis-

ing new wave of innovation," said Aitken. The new

products "are poised to fulfill patients' unmet needs

and significantly alter treatment paradigms in sev-

eral key therapy areas" such as stroke prevention,

melanoma, multiple sclerosis, breast cancer and

hepatitis C. A third of the new drugs arriving in

2011 are expected to be specialty pharmaceutical

products, and five of them are expected to become

blockbusters with at least $1 billion in annual peak

sales. These could include AstraZeneca's heart drug

Brilinta and Vertex's hepatitis C treatment

telaprevir. (Source: dailyfinance.com)

””Impressive will be the rise in the third largest global Impressive will be the rise in the third largest global

market, China.‖market, China.‖

Top 10 pharma markets for 2011:Top 10 pharma markets for 2011:Top 10 pharma markets for 2011:

1. China

2. Ukraine

3. Poland

4. Venezuela

5. Mexico

6. Russia

7. Pakistan

8. South Africa

9. Brazil

10. Turkey

Which companies?

We can expect an very inter-

esting and exciting year. We

think that there is always

space for pharma companies

on any market. It just de-

mands about the strategy and

innovation. Many are saying

that in those times, success

could be measured with sav-

ings and cost cutting on the

expense side, not in revenue

growth. Well, for sure here is

our list of pharma companies

which will play an important

role during 2011! This theory

is even more important in the

generic segment.

For sure we can expect some-

thing from: the Indian com-

panies like, Dr.Reedys,

Ranbaxy, Zydus, Glenmark.

Also there is the always ambi-

tious Krka from the central

European region Companies

like Cipla, Hospira, Mylan,

Par Pharma, Apotex., Lupin

and others.

media-soft.info 06

Sales Trends.Sales Trends.


TTT he annual planning process is the time of

year when pharmaceutical sales execu-

tives are asked to justify the cost of their

sales force. In light of lost revenue with products

going off patent, changes in formulary coverage,

and evolving decision makers, sales executives are

tasked with difficult decisions. There are several

best practices to preparing for a downsizing/

restructuring. Before announcing any restructur-

ing/downsizing initiatives it is important to make

sure you have dotted all your i’s and crossed all

your t’s. The following list covers many of the big

picture items that are required for an effective and

seamless transition to occur.

Check List Prior to Announcing any Changes

Have all your ducks in a row: Ensure that HR

and legal have put all documentation in place. The

packages for each sales rep that is being laid off

(severance letters and outplacement service offer-

ings etc.) should be prepared and reviewed. En-

sure that the people who are going to contact the

sales reps have been trained and know how to ef-

fectively communicate what is happening. 2. Act

quickly. Even though you may try to keep things

quiet, rumours of layoffs will inevitably circulate,

creating stress for everyone. Unfortunately the

rumour mill is running wild with fear and nega-

tively impacting morale, focus and productivity.

This is all the more reason to set deadlines and

make sure you meet them effectively and efficient-

ly. Procrastination loves gossip!

New vision ready for roll out. Clearly and con-

cisely communicate your new vision. Describe

how the organization will be doing business differ-

ently, i.e. what the new sales structure looks like,

and what the new roles and responsibilities for

team members will be. Make sure you carefully

craft the rationale for the downsizing to share

throughout the organization.

5 Steps to Leading a Sales Force Restructuring

Word travels quickly and the way people are treated on the way out sends a message to

the remaining sales people. Ensure that sales people are being treated fairly in terms of

transition packages and with most importantly, with dignity.


By: Steven RosenBy: Steven Rosen

sales.visioner

OPINION.OPINION.

media-soft.info 07


Set up individual meetings: It is critical to meet

face to face with each employee. Keep meetings

brief and factual. Treating those who are being laid

off with respect by thanking them for their efforts

and offering fair severance packages are im-

portant. Word travels quickly and the way people

are treated on the way out sends a message to the

remaining sales people. Ensure that sales people

are being treated fairly in terms of transition pack-

ages and with most importantly, with dignity.

Word travels quickly and the way people are treat-

ed on the way out sends a message to the remain-

ing sales people. Ensure that sales people are being

treated fairly in terms of transition packages and

with most importantly, with dignity.

Five Steps to Leading Change:

The success of your new vision is dependent on

the buy-in of your front line sales managers. For

any change management program to work it needs

to be led from the front lines. It is essential at this

time to effectively communicate to the entire or-

ganization the new vision. Your front line manag-

ers will look to you for leadership. You must mod-

el the behaviour you hope to inspire. Your attitude

and behaviours throughout the initial phase will

send an important message to the entire team. Giv-

en you have been working on the changes for sev-

eral months, this time line provides you with the

opportunity to deal with your own guilt, anxiety

and fears about the impact that your vision will

have on the organization. The front line sales man-

agers on the other hand, are just starting to deal

with their own emotions. They have lost col-

leagues, sales reps and friends. They will be deal-

ing with their emotions, anxieties and grief post

announcement.

1. Set Post Announcement Metrics: It is essen-

tial to set some immediate goals to ensure

that the management team is clear on what

you are trying to achieve in the short-term.

Some goals may be: to retain all top per-

formers, to regain productivity and positivi-

ty as quickly as possible, to transition to a

new way of doing business

2. Win their Hearts: You need to win their

hearts before you win their minds. Buy-in is

crucial. The managers need not only to be-

lieve in the changes but in their future roles

within the organization. The real work starts

after all the announcements have been made

and the layoffs completed. Senior sales man-

agement must now shift their focus onto the

remaining sales managers and sales people.

3. Be an Empathetic Leader: The key is to be

open. Listen. Help your staff deal with their

emotions and be empathetic. By showing con-

cern and interest, you will be working towards

getting everyone back on board.

...have all your ducks in a row: ensure that HR and legal have

put all documentation in place...



sales.visioner

OPINION.OPINION.

media-soft.info 08


Set up weekly group meetings to provide

feedback on how the transition is progress-

ing. Put out the small fires and try to ad

dress them before they become infernos.

4. Offer Support: Your efforts need to be fo-

cused on coaching and encouraging people

to be successful in transitioning to the new

vision. Be available, be present, and be there

for your people. You may want to offer your

sales manager’s access to an executive sales

coach to help them deal with any issues. An

executive sales coach can help accelerate the

transition by offering an unbiased sounding

board and be an outlet for managers to dis-

cuss issues that they may not be comfortable

raising with you.

5. Promote and Communicate Positivity: You

need to exude optimism and a "can do" atti-

tude regarding the transition. Promote opti-

mism and positive thinking in all your com-

munications. Be sure to highlight positive

movements and all success stories, no mat-

ter how minor. Reward each success and

allow the people who adjust quicker to be-

come role models for the team.

These are turbulent times in the pharmaceutical industry

and sales leadership is the critical factor for managing

success and thriving. I offer sales leaders one on one

Executive coaching to help them achieve great personal

and professional success in light of the challenges they

face. Give me a call at 905-737-4548 for a free consul-

tation on how you can achieve breakthrough sales re-

sults in 2011.



media-soft.info 09

sales.visioner

OPINION.OPINION.

Steven Rosen, MBA is a sales management expert who helps pharmaceutical companies transform sales managers into

great sales coaches. Steven’s works with sales executives to; hire top performing sales reps and managers, develop their

team into top sales managers and achieve greater personal and professional success. He is the CEO of STAR Results,

author of many articles in the areas of sales management coaching and sales management training. He is a contributing

expert to Top Sales World. Steven’s mission is to inspire sales leaders, managers and sales people to achieve their full

potential. He can be reached at [email protected] or 905-737-4548.

Sales Vision® iTouch. On the magical iPad/iPhone 3G, 3Gs and 4


http://www.starresults.com/

mailto:[email protected]



SSS keptics will still don’t believe but it’s true.

RIM's monopoly on email-addicted profes-

sionals and government contracts could

bolster the BlackBerry's popularity only for so long.

According to a new report by Nielsen, the Apple

iPhone has finally passed its main competitor in

U.S. smartphone market share. Well, you know that

Europe can only follow the U.S trends beside the

fact that many U.S. pharma companies consider the

iPhone as the new corporate smartphone. Only one

huge account in the pharma industry can raise a

domino effect after which everybody will be iPh-

one/iPad addicted.

Though Nielsen acknowledges the two companies

are in a "statistical dead heat," data collected from

October 2010 shows the iPhone now reaching 27.9%

of the market, with BlackBerry at 27.4%, based on

OS usage. The Android is not far behind at 22%,

and Nielsen's research suggests it, along with the

iPhone, could soon surge past RIM in market share.

Objective could be also that Android will pass very

soon the wounded Blackberry. How? You can for

sure measure the interest by the figure how devel-

opers are interested in development of apps on mo-

bile platforms such as Android and iPhone OS. Did

you know that Android now has 200.000 apps in

their AppStore called Android World? Lets see how

pharma will react on this new landscape but for

sure it will affect the modern pharma industry a lot.

media-soft.info 06 sales.visioner


Bye Bye BlackBerry. iPhone Bye Bye BlackBerry. iPhone

Becomes Number 1 SmartphoneBecomes Number 1 Smartphone

Will pharma adopt? The new iPhone 4 is still a blockbuster. For sure this new market situation will have an strong impact also on pharma. Many pharma companies have already create some interesting apps which are focusing the communication with the pa-tients.


SSS urely you remember our last edition of

sales.visioner were we have mentioned

that Otsuka Pharma is buying 1.300

iPads for their sales force team. Our conclusion

is that this is very innovative and

revolutionary for the pharma business. Some

months later the market niche of smart table

gadgets (NOT only PC!) is becoming more and

more popular. We face new entries and

providers which are often running on the

interesting Android from Google. Well, what

we have tried to conclude is which smart table

can fit your specific sales force needs for your

medical reps? What is the best and optimal

solution for your organization? Can such smart

gadgets and devices increase sales force

effectiveness and efficiency? Well, let’s take a

look.

Who and why till now?!

In our last edition of sales.visioner we have

reported that Otsuka was pretty optimistic and

visionary about the iPad by deploying around

1.300 such innovative gadgets. Roche is also

testing the iPad, followed by many other

pharma companies as a hot rumor. Bayer

Schering Pharma is also using iPad on some

developed markets. The newcomer pharma

company PharmaS has already in place

corporate iPhones, followed by many other

pharma representatives in different countries

and markets. I know some pharma friends

who are SFE managers and are buying in bulks

iPads from different markets because they



Which Table device should your Which Table device should your

medical rep have?medical rep have?


Which table device should your medical rep have?Which table device should your medical rep have? PLANET sales.visioner

can’t buy them legal on their

domestic market. So why

don’t they buy a PlayBook or

Galaxy Tab which is cheaper

and available?

PlayBook vs. Galaxy Tab vs

iPad? What should we deploy

for pharma SFE? The three

competitors each approach the

tablet market differently: of-

fering three distinct mobile

operating systems, three dif-

ferent target markets, and var-

ying pricing models.

RIM PlayBook

The 7-inch BlackBerry Play-

Book represents a fresh start

for RIM. It features a new OS

called BlackBerry Tablet OS,

(the result of RIM's acquisition

of QNX in 2010), and is

packed with hardware good-

ies. For starters the PlayBook

sports a dual-core 1GHz pro-

cessor (1Ghz single-core on

the iPad and Galaxy Tab), and

boasts a whopping 1GB RAM

(twice as much as the Tab and

four times as much as the

iPad). RIM targets the Play-

Book for the corporate folk

including pharma where the

BlackBerrys are especially

popular, but there are plenty

of multimedia and additional

add values features to keep

consumers happy. The new

BlackBerry Tablet OS looks

like mashup between the lat-

est BlackBerry OS 6 (found on

the new BlackBerry Torch)

and Palm's WebOS (now

owned by HP), including the

cards metaphor used for mul-

titasking. Yes, Adobe Flash is

included so you can also pre-

sent your materials in PDF or

Adobe format when visiting

the doctors. The potential of

the PlayBook can also be

measured with the interest of

developers for creating Apps,

so let’s see what will be avail-

able in the BlackBerry World.

According to T3 UK edition

the PlayBook devices will cost

$399 (£250), $499 (£320) and

$599 (£380) respectively. So

the PlayBook will be launched

in the second quarter of 2011

and which could be a too late

entry in the table gadget seg-

ment. iPad has built its posi-

tion on the market, the gadget

is working great without any

problems, pharma companies

are already in the testing and

implementation procedure

and most interesting, we are

expecting a successor and a

new iPad in the second quar-

ter.

”Today medical reps ”Today medical reps need a new motivation factor! For sure this are not need a new motivation factor! For sure this are not

smartphones!‖smartphones!‖

media-soft.info 11

iPad has the biggest and best touchscreen on the current table market. If you have a table de-vice, you need a optimal screen!

sales.visioner



Galaxy Tab

What we most like regarding

the Samsung table is for sure

t h e A n d r oi d r unn in g

operating system. Android is

the only potential iPad killer!

The price is around 15-20%

less than the official iPad

price, but let’s be honest, who

cares about this 15-20%? So

price is not an advantage of

the Samsung table device. For

sure why pharma companies

are implementing such new

table gadgets, is because of the

fact that medical reps and

other staff working on the

sales filed can get mobility!

With 15-inch laptops on the

sales field people are looking

like they carry luggage for

vacation. To some, the Galaxy

Tab is a compact 7-inch — or

just too small — iPad wanna-

be; to others, it's a stretched-

out version of the popular

Galaxy S Android phone, mi-

nus the ability to make calls.

To be really honest the Galaxy

looks like a small baby gadget

and you can’t expect to gain

extra image points from the

doctor when you will visit

him with the Galaxy. One also

very important thing is per-

ception. When people see the

Galaxy they ask what this is?

The same will be with any

other Table gadget, except the

iPad. Who doesn’t know how

an iPad looks like? But let’s be

fair and conclude that the only

reason why Galaxy or any

other Android running table

gadget can succeed is because

the Android itself. As told the

potential can be measured

with the develop interest, and

last month, so in December

2010 Android has count

200.000 apps while at the

same time AppStore has al-

most 400.000 apps. Pharma

companies like Novartis or

Sanofi have already their own

Android apps, so pharma be-

lieves in Android, that’s a fact.

Any chances?

As you know pharma loves BlackBerrys as a smartphones! Its the most common and used smartphone ever in pharma! But Apple wants the pharma market as well! The global market share is already taken from Apple and for sure we believe that this trend pharma will also follow! The iPad was welcomed al-ready. We don't believe that BlackBerry has the quality to push over iPad from the market!

‖We don't have any doubt! iPad is the corporate and pharma ultimate table ‖We don't have any doubt! iPad is the corporate and pharma ultimate table

device! device!


Which table device should your medical rep have?Which table device should your medical rep have?

Can new devices like the Motorola Xoom or Vizio Tablet become serious

pharma tablets?!



iPad. Words are unnecessary.

What to state about the iPad?

Is there any doubt that this is

not the best table gadget

worldwide like iPhone is the

smartphone? Apple has creat-

ed this segment and beside

this, he it is the most sold pro-

vider what is really a respect-

ful fact. With one device they

have the biggest market share

and followers from every sin-

gle producer who likes to act

serious. We agree, the gadget

hasn’t got a camera, but for

what should I use a camera as

a medical rep? I will not take a

picture of my doctor?! If you

really need the camera you

will have it soon in the new

iPad facelift coming in the se-

cond quarter of 2011. iPad has

already some interesting phar-

ma apps, like the Pharma

CRM app Sales Vision, which

was the first global of such

kind. Already there are availa-

ble some e-samples, patient

apps and many are just arriv-

ing. But to Steve Jobs, it

should be a flaming arrow in

the iPad's thatched roof. One

little fire may be easy for Ap-

ple to douse, but it's the first

of many arrows. Things are

gonna burn

At the end which table device

you will deploy depends of

course on you. Pharma was

never more ready than today!

We are facing with some new

unexpected trends which will

change the entire pharma

landscape how marketing and

sales be on the sales field

should be done.

‖The new BlackBerry Playbook will face with a to late entry ....‖‖The new BlackBerry Playbook will face with a to late entry ....‖

sales.visioner

The battle has just begun!

On one of the greatest IT events, CES 2011 in Las Vegas this year has introduced many new

Table gadgets. The new Vizio Tablet was just one of the devices that were unveiled during this

year’s event. The Vizio Tablet features an 8-inch display that supports a resolution of 1024 x

768, 1GHz processor, 4GB internal storage and HDMI-out. There also appeared to be more

hints at the upcoming arrival of the Apple iPad 2, after hearing reports that iPad 2 cases had

been seen at the CES 2011 event. Tablet PC fans also

learned that a 4G-enabled BlackBerry PlayBook will be

arriving on the Sprint network sometime this summer.

Also we have the Motorola Xoom – the first Tablet PC to

run on Google’s Android 3.0 operating system – was

awarded the honor of the Best of the Show, despite the

fact that there were several others revealed.

Another Tablet PC that was unveiled during the event

was the Asus Eee Pad MeMO, which features a 7-inch

screen and a 1.2 GHz dual-core Snapdragon processor.

Gigabyte also showed off its T1125 Tablet PC.

Which table device should your medical rep have?Which table device should your medical rep have?

media-soft.info 13


SS o there’s been another generic

launched into your market and to

make things worse the original maker

of the product has launched their own gener-

ic. This spells disaster for all who are trying to

make budget as now most of the doctors are

going to change patients form our products to

this new generic. How could you be the oppo-

sition be so cruel. At least for the rest of the

year you could say there is some excuse as to

why we will not make budget!!!

For as long as man has been trying to sell

something to each other there has been this

endless belief that price is everything. We are

conditioned to believe that as soon as our

competitors have a price advantage then we

are dead in the water. If this be true then how

come products such as Ferrari, Nike and Coke

continue to be trend setters despite their obvi-

ous price disadvantage? The reality today is

that most of your customers don’t know the

correct prices of any of the products they pre-

scribe and don’t use price as a decision mak-

ing criteria. Ask any product manager for a

good marketing research report and you will

see that price normally ranks about no 7 or 8

in the important decision making criteria. The

reality today is that price does not determine

your success but the value that customers see

in your product. Why do so many people re-

ligiously shop at their favourite store? Are

you one of the many who are prepared to pay

The lesson learnt from your shopping experi-

ence is more important. -

NOT ANOTHER GENERIC!!! WHAT NOW???

For as long as man has been trying to sell something to each other there has

been this endless belief that price is everything. Is really price the only com-

petitor advantage?


By: Greg ZurnamerBy: Greg Zurnamer

media-soft.info 14

sales.visioner

OPINION.OPINION.

...we are conditioned to believe that as soon as our competitors have a price advantage that we are dead in the water...


As a consumer you have taken the extraordi-

nary position to defend a company’s high

prices, you take the time to develop a relation-

ship with your client and more importantly

you become the barrier to entry for their op-

position. The reality is that you cannot place a

price on someone’s perception of value. It is

the value you experience that brings you

back every time and not the number of sale

signs or discount offerings.

Back to the generic issue! The real question

you should be asking is ―how much value

have I created for my customer if he is pre-

pared to shift his prescription habits simply

because a cheaper product has appeared on

the market?‖ The only protection any compa-

ny has against price moves in the future is to

ensure they are creating value for their cus-

tomer’s every day. Value in turn is only creat-

ed if you have the ability to understand what

problems your product will solve for your

customer. The identification of real needs and

the use of benefits to solve these problems is

the key.

Customers make their buying decisions based

on a simple formula: Value = Benefit – cost.

What is the benefit I am getting and at what

cost. If the benefit outweighs the cost then the

decision is simple. It is therefore logical to as-

sume that the more time we spend using ben-

efits to help customers buy then the less likely

price issues will be so prominent.

Research also today shows that successful

sales professionals, through the use of the cor-

rect behaviours, avoid objections rather than

spend time preparing fancy techniques on

how to handle them. Remember: Value lasts

but prices change.

...you should be asking how much value have I created for my customer if he is prepared to shift his prescription habits...


Not another Generic!!! What now???

media-soft.info 15

sales.visioner

OPINION.OPINION.

Be our KOL If you want to write for our white paper, sales.visioner kindly let us know and contact us under— [email protected] .


BRANDAD SITES

WORK BEST FOR

PHARMA

Branded websites are the most

effective form of pharmaceutical

marketing, and are highly

effective at generating new

patient starts and refills,

according to a study by

comScore, Inc.

The study evaluated the impact

of various online marketing

activities - including banner ads,

rich media, search marketing,

and visits to a brand website -

on a pharmaceutical brand’s

awareness, favorability and

sales results among both

patients and prospects.

Existing patients who visited a

brand’s website increase their

refill rate nearly 25 percentage

points, compared with those

who did not visit the site.

Patients who were new to a

t rea t me nt i ncr ea sed a n

incremental 11.9 percentage

points higher than the control.

Exposure and interaction with

rich media advertisements also

improved refill rate among

existing patients with a 14.0-

point lift vs. the control group.


Next editionNext edition Can pharma implement Guerilla Can pharma implement Guerilla

marketing?!marketing?!

sales.visioner Contact us: [email protected]

©2011

All rights reserved. No part of this white paper may be copied, repro-duced, transmitted, photocopied, recorded without the prior written con-

sent of the publishers.

International edtionInternational edtion

media-soft.info 16

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sales.visioner Winter edition 10/11

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