iPharma Connect conference: interactive selling and patient advocacy groups

There were some very active conversations at the iPharma Connect conferences in Philadelphia this past week. Two in particular caught my attention:

Several examples of case studies of interactive selling with iPads, including a joint presentation by Novartis Vaccines and The CementBloc on iPad deployment and organizational change, and a nice presentation and moderated discussion from Jim Currie of PamLab.

Here are some eyebrow raisers:

* many of the District Managers who must train the sales reps on iPad usage have in fact never used a tablet or iPad for selling themselves

* physicians may be so impressed with iPad details they presume virtually unlimited information is magically available to show

* decisions on rolling out measurement vary across the industry

* some corporate boards are skeptical of iPad selling impact v. the investment

Another fascinating conversation was during a panel on "Patients Speak Out" where patient experts asked for pharmaceutical companies to provide more openness and transparency, even as they build relationships with patient advocacy groups.

For more of the tweets and reactions, see here:

There were

Convergent Times

Check out some great healthcare, multidisciplinary thinking on the new website: Convergent Times There are articles on ipad selling, managed markets, consumer experiences, and much more.

Let us know what you think... join the convergent conversation!

Analytics within a pitch: tying a bow

When a team gives a major presentation (often called a pitch), the analytics leader comes in at two places, typically:

* the beginning, to comment on market sizing or segmentation, and
* the end, to discuss how all that has been presented will "go to market" and be measured for success.

In the case of the mini-presentation at the end, I have received an allotment of anywhere from 2 minutes to 15 minutes to tie everything in a bow, and show confidently how we will execute and measure achievement of business goals.

But in this role one does not sit around and wait one's turn. Actually, I find I have to listen very actively, take copious notes of which of my colleagues has used which phrases and which examples. That way I can "back point" to my peers and show connectons and team chemistry. I am also continually reading the faces of the audience, to determine who is attentive and who is distracted. That helps me know where to direct eye contact at the end.

Thus, always be present in a critical meeting, even if you are bringing up the rear.

Professional Value and Multi-Channel Marketing.

At this week's PMSA conference in Savannah, new models of professional promotion were featured prominently.

Angela Bakker-Lee of ZS Associates described the success of "Value Based Selling" where representatives listen to physician clinical and practice needs, and helping to achieve these ends up within the rep's goals too. She cited positive examples from technology, airlines, and healthcare.

Richard Greenburg of Inventiv Health gave a thoughtful overview of multi-channel marketing, He noted the challenges of analytics from multiple-channels, requiring data integration, and faster speed of analysis required to be responsive and adapt.

We at The CementBloc had a poster presentation of design and measurement of Professional Relationship Marketing, which really tied the above two concepts together. Physician value can be actually be enhanced and measured through deployment of a PRM system offering a range of services that go with the product information. Furthermore, through online surveys and click stream data from registrants, professional goals can be better assessed, and even brought back to the healthcare company or the sales rep in a feedback loop.

As two examples of this approach to PRM value in the marketplace,
consider Bayer's new Simple Wins Professional as well as J & J Vistakon's Partners in Practice On these company portfolio portals, healthcare professionals can find practice resources as well as product information.

With these portals, healthcare professionals are receiving more value from healthcare firms, who can measure, gather feedback, and be more responsive over time.