7 Reasons to Revaluate Pharma Technology

7 REASONS TO
REVALUATE
PHARMA
TECHNOLOGY
revosuite.com

What is the CURRENT
STATE OF MARKETING
TECH IN PHARMA?

Pharma is under pressure
to optimize operations
and maximize performance.

The industry is searching for ways
to use, combine and integrate
technology across every department
to analyse data, build knowledge,
and improve communications,
internally and externally.

The healthcare and life sciences industries
are saturated, with tools, applications and
technology that promise to make lives,
decisions and production easier.

According to eMarketer,
digital spending set to climb
to $2.22 billion

But, can we
really trust
all these tools?

Here are some
points to consider
when making
the decision.

Sales and marketing
have been inundated
with technical products
that promise to manage
the ever expanding
mass of complex data
into something that
can improve market
understanding and
communications.

Technology is now viewed as critical
in the move towards becoming more
agile and being able to meet the
changing needs of physicians and
patients.

Apps have the potential to align
departments for knowledge
sharing, better customer service,
centralized information access.

Analytics are used for enable
fast decisions and strong,
customer-centric campaigns.

However, the common
applications and solutions
currently used by sales
and marketing functions
in healthcare, frequently
create problems, rather
than solving them.

So, how do you
know when the
solution is working
for you, rather than
against you?
?

We have put together
7 reasons to reevaluate
pharma technology.

REASON 1
IS YOUR CRM
LIVING UP TO YOUR
EXPECTATIONS?

Customer Relationship Management
(CRM) software is a great idea.
REASON 1 IS YOUR CRM LIVING UP TO YOUR EXPECTATIONS?

Almost all businesses
over a certain size
have invested in one.

91% of businesses with over
11 employees now use CRM,
compared to 50% of those
with 10 employees or less).
91%
50%

Investing so heavily in a system
doesn’t guarantee that everyone
will actually use it.

You may increase
your spending to
facilitate further
training, but this still
might not ensure that
sales will increase.

You may ﬁnd yourself spending
one to two years trying to integrate
a new tool, followed by a year of
training on how to use it; followed
by more integration, and training
on the latest release.

If this sounds familiar
your tool is not working,
and you need a new solution.

Data and CRM puts the
customer at the center of
everything a business does.

But, if you ﬁnd that your CRM
process is always “in progress”
you need to consider a new
one that will meet your needs
at your pace.

REASON 2
A CASE OF
UNDER-UTILISATION:
E-DETAILING TOOLS

REASON 2 A CASE OF UNDER_UTILISATION: E-DETAILING TOOLS
eDetailing, like CRM is only as
good as its user, and the sales
reps still need to be trained
to maximise the potential
of these powerful apps.

Research shows that doctors
spend nearly 4 times as long
on eDetailing as they do in
rep visits.
4x

eDetailing enables medical
reps to present information
to the time starved physicians
in a variety of ways.

Doctors want a mixture of traditional
techniques, with more time effective
ones, and want the sales rep to
move between various channels
to provide information to them,
as and when they need it.

Your team is struggling
to use their eDetailing?
You are not getting
enough information?

Perhaps you are getting more
information than you know what
to do with, and yet nothing is really
changing.

If your eDeatiling is not working for
you, you need to consider if it is being
used to its full potential. Reconsider
how the tools works, and if anyone is
actually paying attention to the data
being collected.

REASON 3
BIG DATA,
SMALL ANALYSIS:
WHO’S ANALYSING
THE ANALYTICS?

REASON 3 BIG DATA, SMALL ANALYSIS
There is a lot of data being collected
by the CRM and eDetailing tools
(provided they are working properly)

But what do you do
with that data??

The wide range of data can potentially
come from mixed sources, and when
pulled together, they can tell you about
behaviours, preferences, and what
kind of interactions your customers
are going through.

Why is it important
to have proper data
analysis??

Healthcare generates a lot of big data
– a great deal of which is left to build
up and collect dust – because the in-
formation is so vast and complex to
manage.

A study found that “79% of organizations
have not fully integrated their data sources
across the organization resulting in a lack
of uniﬁed view of data preventing them
from making accurate and timely decisions”
79%

What you need to realise is that data
analysis is a full time job and not
a responsibility that can be tagged
onto another marketing function.

Make your analysis
team a priority and
the results will be
easier to obtain.

REASON 4
VISIBILITY: DO YOU
HAVE CLEAR INSIGHT
INTO YOUR SALES
PERFORMANCE?

REASON 4 VISIBILITY: DO YOU HAVE CLEAR INSIGHT INTO YOUR SALES PERFORMANCE?
Physicians are now more
discerning about whom they’ll
see too, with many making
themselves unavailable to reps.

On top of that, medical reps are on
the road, which makes the job of
managing, motivating, training and
informing them difﬁcult.

Maintaining high sales
performance has never
been more difﬁcult.

But that doesn’t mean that you should stop expecting
medical reps to feedback information, input insight
into CRM systems, and use detailing tools to capture
preferences and present materials.
The role of the medical
reps has evolved.

They don’t sell products; instead they
inform, they present scientiﬁc ﬁndings,
and they gather intelligence.

Medical reps need to have a wealth of
information on trials, compliance, dis-
eases and products at their ﬁngertips,
brand managers are often not aware.

Two-way, open and regular communication is
critical between reps and marketing managers
to ensure 360 feedback occurs on marketing
campaigns.

Brand managers need to communicate
new information to reps, and reps need
to feedback responses to campaigns.

Having this in mind, you
need to revise your
platforms, and apps.

Are they easy
& quick to use?

Are they equipped to collect
the data that you need to
get a real time view of
sales performance?

If not - Revaluate!

REASON 5 USABILITY IS KEY
Decision makers throughout the industry can clearly
see the potential and wisely invest in solutions.
Adoption is poor because the industry’s marketing
managers are too busy to put the time into fully
understand how to use the tools.

Many managers and their teams agree
that user experience in new technology
needs to be improved.
UX!

App designers need to sit
in the seat of the users –
the managers and reps –
to create tools that deliver
the right information,
when needed, instantly,
with minimal effort.

The bottom line is that pharma marketing
managers need real-time, high level insight
on campaign progress, sales ﬁgures and
market analysis.

They need software that works
seamlessly with their processes,
and they need that software to
deliver beneﬁts
from day one.

Sales reps need relevant, timely
updates on campaigns, trials and
products with a suite of tools that
enable them to quickly create high
impact presentations.

They need intuitive, easy to use
platforms that enable them to
capture the qualitative data
required by head ofﬁce without
being process heavy.

All of these tools need to speak
to each other, integrating in a
simple dashboard designed
for each user dependent on
their responsibilities.

REASON 6 ARE YOU MOBILE?
The mobility of technology in
healthcare is now essential for
greater adoption and success.

According to Innoppl Technologies
65% of sales reps who used
mobile CRM had achieved their sales
quotas in comparison to just 22% of
sales reps who used non-mobile CRM.
65%
22%

mobile access to a
CRM increases sales
force productivity by
an average of 14.6%

The beneﬁts of your
technology being
mobile are endless.

Some of the most important
things to consider are:
!

Med reps can work on CRM
from anywhere which is vital
considering they are frequently
in the ﬁeld with limited time.

Med reps will be able to get to the
information they need, where ever
they are; and should they update
the information, anyone who needs
to know, can have instant access,
where ever they may be.

Keeping the insights from the
data up-to-date and in real time,
required real-time access.

A reduction in the sales cycle,
for a more streamline and
efﬁcient process.

Healthcare has speciﬁc needs
which requires tailor made
solutions to meet them.
Being mobile is one of them.

REASON 7
IS YOUR SYSTEM
AS EXCEPTIONAL
AS YOU ARE?

REASON 7 IS YOUR SYSTEM AS EXCEPTIONAL AS YOU ARE?
healthcare has very speciﬁc
needs, which requires its
solutions to be able to meet
the ever-changing demands
of a unique market.

It’s time the developers
stood in the shoes of the
end user and created a
dream suite of usable tools.

!
Here are some things to
consider, to help you
ﬁgure out if your system
as a whole is helping you
be the best you can be.

1. You want your system to help
you work smarter, not harder.

2. Is your system adaptable, and are the
updates simple and quick to implement?

3. Analytics and data are hard to
comprehend, does your system
allow you to quickly and easily view
what you need, when you need it?

4. Is implementation fast, giving you instant results? Is
your system ready to go as soon as you are, with auto-
mated indicators of your performance and analysis of
where you are going right, and wrong?

5. Is your system speciﬁcally for
healthcare? You want something
that knows and under- stands
your industry, so that it can apply
the nuances for an edge.

6. Can you automate the functions? With limited time,
you need something that will help you gain back some
of it. Automated KPIs and analytic reports will help you
see what you need without having to spend hours ana-
lyzing the data, or having someone do it for you.

revosuite.com
In order to create a better system of Pharma
marketing, you need to ﬁrst assess how your
current marketing platforms are performing.
Talk to one of our specialists today
to receive a free consultation.

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7 Reasons to Revaluate Pharma Technology

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