e-detailing march 2007 conference. julie lawson agenda – conference training introduction to...
TRANSCRIPT
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E-Detailing
March 2007 Conference
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Julie Lawson
Agenda – Conference Training
Introduction to e-detailing
Proscape Software training
Introduction to detail aids
Round Robins
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Julie Lawson
Agenda – Regional Meeting Training
Skills Drills Basic Intermediate Advanced
Round Robin Group Presentation Skills
Best practice and top tips
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Julie Lawson
Introduction
Research into effectiveness
Training outcomes
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Julie Lawson
Effectiveness
Is e-detailing going to work?
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Julie Lawson
The Research Groups
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Julie Lawson
Access
Will e-detailing have an impact on access?
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Julie Lawson
Access
• Participants reported no change in physician access
• Many Wyeth reps reported a better “total office call”
Will Access be affected?
Access to HCPs
220
6
39
0
10
20
30
40
50
Much Betterw/ paper
Somewhatbetter w/
paper
No Difference Somewhatbetter w/
SWI
Much Betterw/ SWI
# R
esp
on
ses
Likelihood to See a Rep Carrying the Tablet Over One Who Did Not
33%
67%No More
Likely to SeeRep with
Tablet
More Likely to See Rep with
Tablet
(n=46)
• Majority of HCPs interviewed reported that they’re no more likely to see a rep because they are carrying a tablet
• One-third of HCPs indicated they are more likely to see a rep with a tablet
(Apdx A, 13)
Field Survey
80%
12%
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Julie Lawson
Duration of calls
Will it take longer to detail customers?
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Julie Lawson
Will call duration be affected?
Call Duration
• Participants were getting more time initially
• Subsequent calls returned to baseline
Same Amountof Time as
Usual
More TimeThan Usual
Less TimeThan Usual
(Apdx A, 14)
Length of details with HCPs
25
13
12
8
0
10
20
30
Much Betterw/ paper
Somewhatbetter w/
paper
No Difference Somewhatbetter w/
SWI
Much Betterw/ SWI
# R
esp
on
ses
• 61% of HCPs perceived no change in length of the detail
61%
18%
21%
(n=46)
Length of Tablet Detail Relative to Traditional Detail
Field Survey
16%
51%
27%
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Julie Lawson
Multiple product details
How will this affect 2nd and 3rd product details?
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Julie Lawson
Efficiency in the call
Quality of Details
• Many participants reported improved efficiency within the allotted call time:
Ability to incorporate multiple messages during a product detail
6
1
9
1815
0
10
20
Much Betterw/ paper
Somewhatbetter w/
paper
No Difference Somewhatbetter w/
SWI
Much Betterw/ SWI
# R
esp
on
ses
Ability to respond to questions or objections from HCPs
41
7
2116
0
10
20
30
Much Betterw/ paper
Somewhatbetter w/
paper
No Difference Somewhatbetter w/
SWI
Much Betterw/ SWI
# R
esp
on
ses
• Quickly able to respond to questions • Getting in more messages
Secondary / tertiary product details
• Participants have reported an improved ability to bridge to 2nd and 3rd products
Ability to detail multiple products during a call
16 17
8
1
7
0
10
20
Much Betterw/ paper
Somewhatbetter w/
paper
No Difference Somewhatbetter w/
SWI
Much Betterw/ SWI
# R
esp
on
ses
Field Survey Field Survey
Field Survey
8%
33%43%
14%12%
31%37%
18%
14%
33%35%
16%
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Julie Lawson
Impact on Customers
What is the overall impact on customers?
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Julie Lawson
Impact
65%
28%7%
Better
Worse
Same
Overall Comparison of Tablet Details to Past Details Without a Tablet
(Apdx A, 12) (n=46)
Impact of visual aids on HCPs
24
12
50
8
0
10
20
30
Much Betterw/ paper
Somewhatbetter w/
paper
No Difference Somewhatbetter w/
SWI
Much Betterw/ SWI
# R
esp
on
ses
Impact to Detail
• Participants perceived that SWI had more impact on their HCPs than paper materials
• 65% of HCPs felt that details with SWI were better than past details without a Tablet PC
Field Survey
16%
49%
24%
10%
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Julie Lawson
Customer perception
Is e-detailing acceptable to customers?
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Julie Lawson
Comparison of Electronic Tablet Detail to Traditional Detail on Each MeasureTest: Recall Tablet (n=46)
ElectronicTablet = Worse(1 -3 Rating)*
ElectronicTablet = Better(7 -9 Rating)*
Clarity of the information being presented
Amount of information available to the rep
Efficiency with which the detail was conducted
Ability of the presentation to hold your interest
Ability of the rep to focus on issues of specific concernto you/relevance to your practice
Amount of new information/learning that you tookaway from detail
Ability of the rep to answer questions/concerns
Overall value of the experience
Is the tool accepted by customers and sales reps?
HCP Acceptance
• HCPs who were detailed with SWI generally rated tablet details higher than recent details without a tablet
*1 - 9 scale used where "1" meant that the tablet detail was "much worse" and "9" meant "much better."
2%
11%
5%
9%
9%
2%
5%
0%
51%
64%
72%
75%
78%
46%
37%
72%(Apdx A, 16)
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Julie Lawson
Training Outcomes
Be able to open and close Proscape
Be able to open single and multiple detail aids
Be able to update Proscape
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Julie Lawson
Opening and Closing Proscape
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Julie Lawson
Opening Proscape
Double Tap Proscape Icon
Or push the Esc button
Pushing the Esc button looks more professional.
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Julie Lawson
Opening a detail
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Julie Lawson
Tap here to start a detail.
Blue text shows that the detail has previously
been opened.
Green text shows that the detail has not been
opened.
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Julie Lawson
Closing a detail
Tap on the Actions button to open up this menu.
Tap onto Exit to shut down Proscape.
Tap on Exit to Start Page to close the detail and
return to the home page in Proscape
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Julie Lawson
Multiple Product Details
Tap the box to the left of the products to be
detailed. The numbers in brackets denote the order in which the products will
be presented.
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Julie Lawson
The Reload Button
This is the reload button
Remember to tap this button after you have finished practicing a detail
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Julie Lawson
Navigating through the details
Tap on the tabs at the foot of the detail aid to move from
one section to another
Tapping again on a tab will show any related content for
a section which can be displayed by tapping on the
subject you want e.g. Dosage and administration.
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Julie Lawson
Holding the Tablet
How would you use the tablet pc in the following sales situations?
Face to face calls in consulting room. Small group presentations (less than 4 people, no projector). Larger group presentations with projector Short encounters in e.g. corridors
Think about environmental factors which may affect how you use the tablet pc to detail.
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Julie Lawson
S.O.Ps
The tablet pc must be charged up overnight, every night to ensure maximum battery power for the following days activity.
Updates must be carried out 3 times per week on Monday, Wednesday, and Friday. This will ensure you have the most up-to-date detail aids to present.
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Julie Lawson
Updating the Detail Aids
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Julie Lawson
The updating process performs updates to your detail aids; it will delete withdrawn detail aids, add in new information to existing detail aids, and
will also upload any new detail aids.
This process MUST be carried out 3 times a week; on a Monday, Wednesday and Friday.
Failure to update will mean possible breaches of withdrawal FoU’s, and will lock Proscape to stop any detail aids being viewed.
The process usually only takes around 2 min to complete.
The Updating Process
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Julie Lawson
Firstly, connect to the network via either broadband VPN or PAL dial-up. Then, in the Proscape Start Page, click Offline Mode, then Check for
Updates.
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Julie Lawson
Enter your password (this will be the same as your password that turns on your Tablet PC, i.e. ff+payroll number), then click Next.
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Julie Lawson
Proscape will now log onto the system and check for any necessary processes to perform.
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Julie Lawson
Once the checking process has finished, click Next.
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Julie Lawson
Proscape will now perform the update process. To allow the process to complete, please do not open and use other programmes during this process.
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Julie Lawson
Once the Update has finished, click Close to return to the Proscape Start page.
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Julie Lawson
Detail Aid Familiarisation
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Julie Lawson
Detail Aid Familiarisation
Look at each page of your detail aids
Locate all the pop-ups, expanding graphs, and references etc.
Use the product scenarios to help you visualise how you will use the e-detail aids.
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Julie Lawson
Round Robin Sessions
Each product will be detailed in a round robin.
Think about questions which should be asked on each page.
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Julie Lawson
Agenda – Regional Meeting Training
Skills Drills Basic Intermediate Advanced
Round Robin Group Presentation Skills
Best practice and top tips
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Julie Lawson
Skills Drills
Review basics skills
Opening and closing Proscape Opening detail aid/s Navigation Closing detail/s The Reload button
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Julie Lawson
Intermediate Skills Drills
Use the Intermediate Role Plays
Delegates to be grouped into twos
Each delegate to complete one detail each, swapping roles.
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Julie Lawson
Advanced Skills Drills
Use the Advanced Skills role plays
Delegates to be grouped into different pairs
Competency checklists to be completed by the “listening” delegate.
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Julie Lawson
Top Tips and Possible Issues
Your opportunity to share top tips
Possible issues
Completion of QSE20 forms.
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Julie Lawson
Technical Difficulties
If your tablet pc breaks down, is lost/stolen you must inform the I.T. Helpdesk immediately
If you have any “how do I” questions, please contact your I.T. Trainer;
North – Fraser Drummond (VPN 891402) Midlands – Julie Lawson (VPN 891163) South – Ruth Irvine (VPN 891288)