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Thought leadership and innovation for the Pharmaceutical Industry

How tech helps reps become more productive

By Jeff Gaus on Oct 26, 2011

In my last post, we met Dave and looked at his home office and his car.

Today, let’s talk about the words ‘mobile’ and ‘social’, as found in Dale Hagemeyer’s, quote: “The Life Sciences rep of the future—the ‘information concierge’—is remote, mobile, social, and commands multimedia. They live where controlled, compliant content meets social media.”

Dave’s territory covers multiple states in the United States, and he is responsible for roughly 500 physicians and their associated staff.

By definition, Dave is mobile. He moves from his home, to his car, to the airport, to hotels, to hospitals, and to clinical settings.

In all settings, Dave needs to be able to connect with his resources—human and informational—in order to perform.

Technology enables Dave; in some cases, it restricts him.

Dave carries a laptop computer with Wi-Fi, an iPad with Wi-Fi and 3G, and an iPhone with Wi-Fi and 3G.

Dave needs all three devices because each serves specific functions, and Dave’s applications do not allow him to move seamlessly from one device to another.

Additionally, device limitations—such as screen size, application compatibility (Microsoft Office, Adobe Flash) or telephony functionality—require him to use each device in specific circumstances.

Dave will make anywhere between four and seven site meetings in any given day.

He uses his mobile tools to plan and execute his tasks, accessing information residing on the devices and from his home office in either online and offline modes.

Plus, Dave needs to be mindful of individual facilities’ restrictions on the use of cellular and/or the lack of public Wi-Fi connectivity.

Dave is also social. The key to Dave being hired—in addition to his intellect—is his personality.

Dave was hired to establish and manage relationships with people, the clinical specialists who prescribe Dave’s company’s products in their care regimen.

Dave is naturally affable and is extremely comfortable in individual and group settings.

He is highly trained in managing and steering conversations in order to accomplish his objectives.

Dave’s conversations can take place anywhere, and he is prepared to make his points in 30 seconds or less, if needed.

He must also be mindful of saying the right things and making sure he doesn’t say the wrong things.

Dave’s life is changing. Financial pressure in the healthcare industry is causing Dave’s company to do more with less.

This translates into larger territories, more customers to call on, and being responsible for multiple products prescribed by different clinical specialists.

His customers have less and less time to spend with him, and his company is increasingly concerned with FDA oversight, making sure Dave and his peers work within the rules.

Dave will continue to succeed when technology serves him by making him smarter, faster, more accessible and more compliant—in short, more productive.

Next up: Commanding multimedia.

Jeff Gaus is the CEO of Prolifiq Software, a provider of mobile applications that help pharmaceutical sales representatives find, consume, share and discuss information that supports and accelerates their sales processes.

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