ipad and android tablet deployment to managed markets teams: training and effectiveness benchmarks

13
Best Practices, LLC Strategic Benchmarking Research Deploying the iPad or Android-Based Tablet to Managed Markets Teams: Benchmarking Training and Effectiveness

Upload: best-practices-llc

Post on 11-Jan-2017

95 views

Category:

Devices & Hardware


1 download

TRANSCRIPT

Best Practices, LLC Strategic Benchmarking Research

Deploying the iPad or Android-Based Tablet

to Managed Markets Teams:

Benchmarking Training and Effectiveness

Table of Contents

Executive Summary 2

Research Overview 3

Participating Companies 4

High Level Key Trends Observed 5

Key Findings & Insights 6

Current State of iPad Deployment 9

Training for iPad Devices 15

iPad Integration and Systems Development 22

iPad Security and Compliance 26

Productivity Applications for iPads 34

Field Usage and Measuring Effectiveness 39

Top Challenges & Keys Success Factors for iPad Deployment 50

Universe of Learning: Key Demographics of Participating 57

Companies

Appendix 61

2

Copyright © Best Practices, LLC

Topics Included Study Overview

Research Objective: This survey focuses on key

challenges, lessons learned and best

practices when deploying iPads or Android-Based

tablets to large customer-facing commercial

groups within BioPharma and Medical Device

organizations.

Research findings provide industry metrics that

can serve as a reference point leaders planning to

deploy iPads for Managed Market teams.

Methodology: Best Practices, LLC engaged 17

executives managers at 14 companies through a

benchmarking survey instrument. All participants

share leadership and oversight of Sales, Training,

and Commercial groups at their healthcare

organizations.

Research Project Objectives, Methodology & Results

The iPad is rapidly taking its place as one of the more popular technological innovations for managed

markets teams at bio-pharma and medical device companies. However, deploying iPads into the field

requires significant planning, resources, and training to make the investment a success.

Training

Content Delivery and Usage

Syncing Tablets with CRM Systems

Security and Compliance Concerns

Measuring Effectiveness

Challenges and Best Practices

Participating Companies Represented Various Regions

Benchmark Class

Seventeen respondents from 14 companies participated in this study. More than one-third are directors,

senior directors or vice presidents, and 75% represented bio-pharmaceutical industry. More than 80% of

the respondents are from the United States.

4

Copyright © Best Practices, LLC

Several Key Question Must Be Considered While Deploying

iPads With increasing adoption rates of iPads amongst physicians and patients these devices have risen

beyond just technology upgrades to become integral part of strategy and processes. Pharmaceutical

companies in order to realize full benefits of iPads, require a strong mobility strategy that can integrate

pre-existing processes and systems with these devices at the outset.

5

Copyright © Best Practices, LLC

Competitive Advantage and ROI

- Build or buy?

-Differentiation or transformation?

- What is the ROI?

- Ancillary benefits?

Business Justification - Should the Mobile Effort

be embarked upon

- What should the

approach be?

- What is the right timing

and timeframe for this

effort?

- What is it going to cost?

- Risks and rewards?

- 2-3 years roadmap?

Architecture

- Backend integration?

- Mode of deployment?

- Device strategy?

- Appropriate platforms

Process Impacts

- What processes will

change?

- Any new processes?

- Organizational change?

- Impact on security?

Success Factors

- Mobility partner(s)?

- Roadmap and long-term

plan?

- Organizational readiness?

Governance

- Portfolio management for

business value?

- Standards and policies?

- Decision-making/funding for

PoCs?

Skills and Competencies

- Technology skills (core vs.

context)?

- Onshore vs. Offshore?

- Buy vs. organic growth?

Source:

http://www.cognizant.com/InsightsWhitepapers/How-

to-Properly-Deploy-the-iPad-Within-the-Pharma-

Sales-Force.pdf.

One of the challenges that field reps face revolves around content. The

availability and quality of content is the most challenging aspect of iPad

deployment in the commercial organization. With iPads being less effective

than laptops in manipulating or re-purposing collateral, the appropriate

material needs to be ready and available.

The content must be refreshed regularly so that reps don’t use incorrect and

old content. Companies should have a content refreshment strategy in place

to provide updated content on a regular basis.

Robust Content

Management Strategy

Is A Must

Identify KPIs, Measure

Performance, Seek

Feedback

6

Copyright © Best Practices, LLC

High-Level Key Findings for Deployment

This study captured wide-ranging insights and recommendations for the implementation process of iPads for managed market teams.

Proactively Provide

Training

Training is critical in deploying devices such as the iPad. Appropriate training

will make reps or account managers comfortable with technology, prompting

them to use the device.

Training must focus not only on how to use the device, but also on how to

enable the customer to interact and use the iPad. Training should cover real-

life situations for reps. Also they should provide training that might cover new

application, sales and marketing materials.

It is critical to measure performance of reps using iPads on a regular basis.

For this to happen, identify the appropriate performance indicators and plan

the frequency at which they will be measured.

Also continuously seek feedback from end-users and client. Discuss the

challenges that reps are facing while using devices. This will help companies

strategies on various important fronts like content, software integrations, etc.

Executive Summary

iPads Deployment Underway for Managed Market Members

The level of deployment varied widely across the benchmark class. Only around one-third of the benchmark partners have deployed iPads for their Managed Market teams.

(n=59)

Please assess the state of implementation of iPads/Android-Based tablets in your commercial organization. (Check all

that apply). If deployment if complete please specify since how many months/years

7

Copyright © Best Practices, LLC

State of Implementation: Deployment Tenure (in

Months):

2013

24.0

17.5

18.0

12.0

75th%ile

Mean

Median

25th%ile

(n=15)

69%

27%

29%

17%

3%

Tablets have been distributed to allfield-based Sales force members

Tablets have been distributed toSales force members on key brands

Tablets have been distributed toManaged Markets account

representatives

Tablets will be distributed to Salesforce members in the next year

Tablets will be distributed to theManaged Markets account

representatives in the next year

18%

35%

41%

59%

71%

82%

Other

Collateral Certification (MustObtain Clearance Before

Distributing Certain Collateral)

Security

Usage Compliance

Presentation Skills

General iPad/Android FunctionTraining

Companies Train On Multiple iPad Usage Fronts

Eighty-two% of the companies provide general iPad functional training to managed market teams. A majority of companies also provide usage compliance training and skill training for iPad-based presentations. Seventy% of benchmark partners offer less than half day training for managed market teams.

What types of training does your organization use when new tablets are distributed? (Check all that apply)

8

Copyright © Best Practices, LLC

Training Type:

(n=17)

* *Others: Typical Sales Aid

training, Marketing material

training, Messaging

Training,

Two Hours,

35%

Half Day, 35%

Whole Day, 12%

More than One Day,

18%

Training Duration:

Internal IT Leads iPad Integration With Existing Infrastructure

Many organizations worry about integrating iPads into their current technology network, which often is not an Apple platform. Three-fourths of respondents have handled the challenge with their internal IT group, while 19% of companies have enlisted support from vendor groups.

(n=16)

What group is responsible for streamlining and integrating iPads/Androids into existing computer networks? (Choose

the best option)

9

Copyright © Best Practices, LLC

Device Integration Responsibility:

*Others : Interactive

Marketing

Top Vendors: • Entree Health

and MEV,

• InTouch

IT, 75%

Vendor, 19%

Other, 6% *

Security Planning Critical For Data Confidentiality

A major area of concern when rolling out mobile technology to field forces is keeping the device and proprietary content secure. Almost all of respondents already have systems in place, most often monitored by their internal IT organization. At 93% of benchmark companies, the security plan gets activated when the device is either reported lost or stolen.

(n=16)

Do you have a set security procedure in place for when tablets are misplaced or stolen? If a security plan is in place,

what triggers the plan to be executed?

10

Copyright © Best Practices, LLC

Security Planning Trigger to Activate Security Plan

*

*Others: Will be all reported lost/stolen, no activity,

incorrect password 5 times (n=15)

94% 6%

Yes No

100%

80%

60%

40%

20%

0%

The device is reported stolen or lost, 93%

Other, 7%

CRM Utilization on iPad Rising, iRep Top CRM Software

CRM software is critical for collecting important customer information. Thirty-seven% of companies either have a CRM system in place, while 46% plan to deploy one in the next 12 months. iRep (42%) continues to be the top CRM vendor followed by Sales Force (25%).

(n=16)

Do you currently have CRM apps installed on iPads/Android tablets in the field? If CRM apps are currently in use, with

which of the following vendors have you had a positive experience?:

11

Copyright © Best Practices, LLC

Integration With CRM Top CRM Vendors

(n=12) *Others: Veeva

*

Yes, 37%

No, 17%

Planning to in the next 12 months,

46%

42%

25%

17%

8%

8%

iRep

Sales Force

Cegedim MobileIntelligence

Internally CreatedApplication

Other

7%

7%

13%

13%

20%

27%

27%

27%

33%

33%

47%

Defining KPI

Connectivity

Application Development and Updation

StakeHolders' Buy-in

Others

Standardization/Compatibility

Training

Usage

Adaptibility/Resistance

Technical Difficulties

Content

Content Is Top Challenge Faced While Deploying iPads

Benchmark partners in the study shared some the top challenges that they encountered while deploying iPads at their organization. Around half of the participating companies faced content related problems while implementing iPads for their managed market teams. One-third faced technical problems and adaptability issues.

(n=39)

What are the top three challenges you encountered when deploying iPads/Android Devices within your commercial

organization?

12

Copyright © Best Practices, LLC

Top Challenges:

*

* Others listed on Slide

number: 65

Best Practices, LLC 6350 Quadrangle Drive, Suite 200

Chapel Hill, NC 27517

www.best-in-class.com

919-403-0251

[email protected]

About Best Practices, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies.

13

Copyright © Best Practices, LLC