Pharma sales forces not using digital the right way

screenshot_381KEY TAKEAWAY:From InTouch Solutions comes this juicy bit of information…Pharma companies have made significant investments in outfitting their sales forces with tablet devices and the promotional content that drives them. Today, tablet devices such as the iPad® have become integral to rep-physician interactions. But while most sales reps today are armed with tablets and digital sales aids (DSAs), many are not using them effectively – or worse, they just aren’t using them at all.

Intouch solutions surveyed physicians in 2011 when DSAs rest hit the old.

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In 2011, only 33% of those surveyed owned an iPad; 84% reported owning one in 2015. And physicians reported using tablets three more times during patient consultations.

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Insights…

1ne: Think of HCP’s as customers with limited time.  Get to the point.

2wo: Digitization does not mean developing a simple app or taking a detail aid online, it means using digital to make your key messages “pop”.

3hree: Pharma should be using online analytics to measure how detail aids are being used and optimize the DSA as needed.

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