1st EDITION REPORT - Indegene€¦ · Import PPT CMS Calendar Responsive Account Management Rep Productivity Predictive On-Demand Access Sample Management Digital Signature Capture

ResearchPartner

2017 HEA LTHCA REREP SURVE Y

1st EDITION REPORT

Participation from 4 Continents,72 Countries

60% Reps see more challengestoday in activating HCPs

90% Reps want bettertechnology capabilitiesto win digitalterritories

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C ontent Automat ion

Event Management

Schedu l ing

Vo ic e Ass is tant

Out look

Ana lyt i cs

HTML

Impor t PPT

C MSCa lendar

Respons iveAccount Management

Rep Product i v i t y

Pred ict i ve

On-D emand Acc ess

S ample Management

D ig i ta l S ignature Capture

Ca l l Rout ingTab let

S a les Enab lement

Windows

S egmentat ion

Ins ights

Terr i tor y Management

Rep Empowerment

C LM

HC P Response

D i g i t a l

E xc e l

iO S

O f f i c e 3 6 5

PowerPo int

D y n a m i c s 3 6 5 C R M

O - g e n e e

S m a r t p h o n e

M a c h i n e L e a r n i n g

A r t i f i c i a l I n t e l l i g e n c e

L inked In Prof i l i ng

Formu lar y Data

Ut i l i zat i onCa l l P lann ing Remote Meet ing

Customer S at i s fact ion

Pred ict i ve Mode l ing

Bus iness Inte l l i genc e

Unique perspective of healthcare sales, medical, institutional, device,and other reps on their everyday HCP engagement challenges,and their access to, use of, and capability expectationsfrom HCP engagement technologies.

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03

Contents

Executive Summary ...04-05

...06-15

...16-30

...31-50

...51-52

...53-54

...56

...57

Appendix: About thesurvey and sample groups

Conclusions andway forward

Bylines

AboutIndegene Omnipresence

Chapter 1

Access and Utility trendsin HCP engagementtechnology marketplace

Chapter 1 Highlights

Infographic

Technology Access by regions, industry segments, and rep roles

Perceived Utility by regions, industry segments, and rep roles

Key takeaways

Chapter 3

Digital capability needs ofhealthcare reps


Top digital capability needs of healthcare reps to tackle the 5 challenges

Key takeaways

Chapter 2

Challenges of healthcare reps inHCP engagement


Coverage-related challenges

Access-related challenges – 1&2

Account-related challenges

Multichannel-related challenges

Relevance-related challenges

Key takeaways

2017 Healthcare Rep Survey | Indegene PharmaFuture + Omnipresence

04

Executive Summary

here is the voice of the rep?

In the discussions and investment decisions around technology and innovation that

improve the ability of healthcare reps to engage their HCPs and drive business outcomes, the voice of the actual end users, the reps, has not had equal prominence compared to the operational, IT, and business perspective. In the absence of being heard, the reps have acted by not using or working around existing technologies and platforms to engage their HCPs and achieve their business outcomes. This has consequently limited the potential impact of the large investments manufacturers have made in this space.

Beyond hardware and operations, the industry is spending approximately $2 billion annually just on software for CRM/SFA and rep engagement technology. Despite all this investment, the reps are facing more formidable yet surmountable barriers in managing their assigned traditional and digital territories. These barriers lead to missed opportunities and lower effectiveness in driving impactful HCP relationships and business outcomes.

Reps also report that the capabilities they need to overcome these barriers not only include specific fixes and functionalities in the apps they use (eg, CRM/SFA) but also involve streamlined content and extender support from their marketing teams based out of their regional/global HQs.

Honestly, reps have never found a voice or seat on the table where decisions are being made about what and how they should be doing their jobs at building and maintaining customer relationships. Given the current landscape, we thought we would ask reps directly and bring their voice straight to their managers and directors whose decisions can make or break their efficiency and effectiveness.

We’re extremely grateful to the 500+ healthcare reps across various rep roles who came forward to fill out this 24-question survey to help find digital strategy and decision making that’s closer to modern commercial realities.

Considering all these, we urge you to read this survey report.

Commercial and Medical Reps

Digital and Innovation Leaders

Commercial, Brand, Sales, and IT Managers

Healthcare Biz/Tech Consultants

This report should be insightful for


05

Nuggets of truth: The digital divide in HCP engagement marketplace

of healthcare reps, globally, do not have access to more modern technologies like closed-loop marketing (CLM), rep-triggered email, recommended content, or remote engagement.

of healthcare reps globally (48%) report below-average perceived utility of the available technologies. In Europe, a large number of reps (57%) perceive the utility of the tools as below average.

of healthcare reps today face all the 5 types of challenges – Coverage, Access, Account, Multichannel, and Relevance – in engaging and activating HCPs, digitally or face-to-face.

reps from each role – managed care or KAM reps, device reps, specialty/hospital sales, and primary care sales – face the challenge of team sync in account planning and management.

of healthcare reps demand digital capabilities such as digital leave-behinds creation on the go, appointment syncing between tools, and HTML conversion of compliant content.

80%At least

TechnologyAccess

TechnologyAccess

PerceivedUtility

HCP EngagementChallenges



DigitalCapability

DigitalCapability

26%

HalfNearly

60%

80%Nearly

7 in 10

67%

9 in 10Globally

PerceivedUtility

6 in 10Nearly

of healthcare reps in the Asia Pacific region report having access to CRM/SFA tools. Segment-wise, CRM/SFA tools are least available with reps from the Pharma industry (49%).

reps from each of the following rep roles report below-average perceived utility of the available tools: Device Reps, Managed Care or Key Account Management (KAM) Reps, and Service Reps.

of healthcare reps face Coverage and Access challenges across regions, industry segments, and rep roles, irrespective of the practice settings of HCPs.

of healthcare reps rank Omnipresent access (anytime, anywhere, any device) to digital tools as the top-rated capability to overcome Access-related challenges.

reps across all rep roles see a lot of merit in getting content recommendations from their tools to make their HCP engagement relevant.

Over

DigitalCapability

50%

Over

Over

Nearly

Only


06

ACC E SS A ND UTILI T Y TRE NDS

IN HC P E NGAGEME NT

TEC HN OLOGY MA RKE TPLAC E

C H A P T E R 1

07

Chapter Highlights

Access and Utility Trends of HCP Engagement Technologies

of healthcare reps, globally, do not use modern technologies like CLM, rep-triggered email, recommended content, or remote engagement.

of healthcare reps from both Pharma and Medical Devices and Diagnostics industries use CRM/SFA tools. About one-third of them use Meeting Schedulers in HCP engagement. At present, almost 90% of reps from all segments do not participate in remote engagement.

of Medical Reps (MSL/MedInfo) use the necessary tools to remotely engage an HCP in a conversation via triggered emails, recommended content, or a remote meeting technology.

of healthcare reps from the Asia Pacific region perceive better use of engagement technologies despite fewer number having access to them as compared with other regions.

reps from Device, Managed Care/KAM, and Service Rep roles are not convinced with the utility of their digitals tools (mostly CRM/SFA tools).

80%At least

TechnologyAccess

TechnologyAccess

TechnologyAccess

TechnologyAccess

PerceivedUtility

PerceivedUtility

PerceivedUtility

PerceivedUtility

26%

HalfNearly

13%

HalfNearly

65%

41%At least

9 in 10At least

TechnologyAccess

7 in 10At least

of healthcare reps in the Asia Pacific region report using CRM/SFA tools, Meeting Schedulers, and/or CLM tools. North America ranks number 1 in the use of CRM/SFA tools, with 60% of its reps accessing these tools.

reps from each rep role (Primary Care Sales, Specialty/Hospital Sales, Device Reps, and Managed Care or KAM Reps) cannot do omnichannel orchestration due to lack of access to right digital tools.

of healthcare reps (48%) perceive below-average utility (usefulness) of available technologies. In Europe, a higher number (57%) of reps have below-average perceived utility.

of healthcare reps from each industry segment perceive the utility of available tools as “Below Average.”

of Remote/Inside Sales reps think that their digital tools help them more than half the time to engage HCPs effectively.

Nearly

PerceivedUtility

6 in 10

Nearly

Only

Only


Note: Percentage of respondents having the technology. Counts not mutually exclusive.

% ofRespondents

% o

f Res

pond

ents

% ofRespondents

% ofRespondents

Perceived Utility

CLM

Rep-Triggered Email

Recommended Content

Meeting Scheduler

Remote Engagement

NorthAmerica

MedicalDevices andDiagnostics

Biopharma

Europe AsiaPacific

LatinAmerica

CRM/SFA

Biopharma

BIOPHARMA:

Medical Devicesand Diagnostics

MEDICAL DEVICESAND DIAGNOSTICS:

Technology Access Perceived Utility

LATAM AND APAC:Above-AveragePerceived Utility

EUROPE:Below-AveragePerceived Utility

NAM:AveragePerceived Utility

72%Tablets

50%CRM/SFA

34%Meeting Scheduler

20%CLM

20%Rep-Triggered Email

15%Recommended Content

0

20%

100%

50% 100%

Industry Segment

Regional access dip

BelowAverage

Below-AveragePerceived Utility

AboveAverage

Above-AveragePerceived Utility

0

100%

At Rep Roles Level

Regional Topography

Global View

Almost with a symmetric pattern of accessto digital tools across industry segments

The respondents were asked to rate the helpfulness (Utility) of the tools available to them on a scale of 0% to 100%. Let's consider 50% as the average perceived utility.

Nearly half (48%) of the respondents, globally, perceive “below average” utility of the available tools. About 50% of such respondents definitely have CRM/SFA.

Digital leaders need to inquire if the available technologies pose: Business issues, such as lack of training and skills User issues, such as ease of use and offline access Customer issues, such as wrong channel-mix and irrelevant content

Most prevalent or core HCP engagement tools such as Tablets, CRM/SFA, and Meeting Schedulers are still not being accessed by about half of global rep respondents.

The second wave of technologies such as CLM and rep-triggered email seem undervalued as almost 80% of respondents do not access these tools.

More modern tools such as content recommendations and remote engagement are still rare, as more than 85% of reps do not access these tools.

Latin America is a digitally forward territory with most of its respondents reporting high access and above-average perceived utility of the digital tools.

North America with medium access and average perceived utility also stands as a digitally forward territory, although after Latin America.

Europe is digitally behind with medium access and below-average perceived utility.

Asia Pacific is also digitally behind because despite having above-average perceived utility, access to the digital tools is low with responding healthcare sales reps (HSRs).

No alarming insights are drawn when we compare the 2 segments – biopharma (biotech and pharmaceuticals) and medical devices and diagnostics.

Biopharma segment is slightly more digitally forward with a higher percentage of respondents accessing technologies and having above-average perceived utility.

Nearly half of the respondents across all rep roles are not digitally savvy due to low or no access and below-average perceived utility of the digital tools.

Remote engagement is the least accessed tool across all rep roles, except for remote/inside sales.

11%Remote Engagement

48%

DeviceReps

43%

57%

Managed Careor KAM Reps

57%

43%

Specialty/Hospital Sales

46%

54%

PrimaryCare Sales

42%

58%

Medical Reps(MSL/MedInfo)

42%

58%

ServiceReps

60%

40%

DeviceReps

Managed Careor KAM Reps


PrimaryCare Sales


Remote/Inside Sales

Remote/Inside Sales

9%

91%

52%CRM/SFA

27%Meeting Scheduler

CRM/SFA

Meeting Scheduler

CRM/SFA

Meeting Scheduler

CRM/SFA

Meeting Scheduler

CRM/SFA

Meeting Scheduler

CRM/SFA

Meeting Scheduler,CLM, Triggered Email

CRM/SFA

Meeting Scheduler

10%Remote

Engagement

59%

43%

14%Remote

Engagement

57%

32%

11%Remote

Engagement

46%

30%

9%Remote

Engagement

36%

33%

5%Remote

Engagement

Top 2 mostusedtools

Leastusedtools

ServiceReps

Digitally Forward or Digitally Behind?

Digitally Forward or Digitally Behind?

By “Technology Access” and “Perceived utility” of digital tools that enable HCP engagement and activation

Infographic: Gauging the Digital Savviness of Healthcare Reps

At global, regional, industry segment, and rep role level

Tablets

CLM Rep-TriggeredEmail

RecommendedContent

MeetingScheduler

RemoteEngagement

CRM/SFATablets

NorthAmerica

Europe AsiaPacific

LatinAmerica

BelowAverage

AboveAverage

59%

56% Below-Average Perceived Utility

Below-Average Perceived Utility

Above-Average Perceived Utility

Above-Average Perceived Utility60%

30%

10%Remote

Engagement

64%

36%

18%CLM, Triggered Email,

RecommendedContent

0%

100%


Base: all respondents (523).

09

Q: Which tools/technologies do you use on a day-to-day basis for HCPinteractions? (Choose all that apply.)

Technology Access: Regions

0%

Tablets CRM/SFA MeetingScheduler


RecommendedContent

RemoteEngagement

10%

20%

30%

40%

50%

60%

70%

80%

90%

81%

72%

74% 72

% 67%

57%

60%

50%

26%

38%

32%

37%

26%

30%

22%

14%

26%

26% 21

% 18%

20%

21%

16% 15

% 9%

17% 14

% 8% 7%

GLOBAL APACEUROPENAMLATAM

50%

34%

20%

15%11%

20%

An analysis of reps’ global access trends of HCP

engagement technologies showed that majority

(72%) of the respondents use Tablets, while only

half (50%) of them use CRM/SFA tools. Meeting

Scheduler, at 34% of all respondents, is the 3rd

most used technology.

At least 80% of the respondents do not use

CLM, Rep-Triggered Email, Recommended

Content, and Remote Engagement.

In LATAM, majority (81%) of the respondents

reported using Tablets, whereas only 57%

reported using CRM/SFA. At least 70% of all

respondents reported unavailability of CLM and

Rep-Triggered Email. Worse still, about 80%

reported not having Recommended Content and

Remote Engagement.

In NAM, 60% of respondents use CRM/SFA,

while more than 70% do not use the listed

technologies.

Similarly, in Europe, 72% of respondents use

Tablets, 50% use CRM/SFA, and 37% use

Meeting Schedulers. However, at least 80%

report no access to other technologies.

Respondents from APAC reported to use only

Tablets (67%), CLM (26%), and Rep-Triggered

Email (20%) on a par with global average.

However, they admitted fairly low availability of

CRM/SFA (only 26%), Recommended Content

(9%), and Remote Engagement (7%).



10


Technology Access: Industry Segments

0%

Tablets CRM/SFA MeetingScheduler


RecommendedContent

RemoteEngagement

10%

20%

30%

40%

50%

60%

70%

80%

90%

83%

69% 63

%

52%49

%

40% 34

%31%

29%

15%

25% 23

%22%17

%

23%

15%12

% 9%

13%9%

Biotech Medical Devices& Diagnostics

Pharmaceuticals

Respondents from the Biotech industry lead in

the use of Tablets (83%), followed by the

Pharma (77%) and Medical Devices and

Diagnostics industries (69%).

Overall, 63% of respondents from the Biotech

industry reported using CRM/SFA and 40%

reported using Meeting Scheduler. On the other

hand, around half of the respondents from the

Medical Devices and Diagnostics and Pharma

industries (52% and 49%, respectively) reported

using CRM/SFA.

Similar to the regional trends, at least 70% of

respondents reported unavailability of

technologies such as CLM, Rep-Triggered Email,

and Recommended Content. In addition, over

87% of respondents reported no access to

Remote Engagement. This trend was observed

across industry segments.

77%



11


Technology Access: Rep Roles

Tablets

CRM/SFA

MeetingScheduler

CLM

Rep-TriggeredEmail

RecommendedContent

RemoteEngagement

OthersRemote/

InsideSales

ServiceReps

18%

27%

18%

64%

36%

18%

18%

30%

10%

60%

60%

30%

30%

30%

MedicalReps (MSL/

MedInfo)

12%

5%

76%

36%

33%

13%

12%

PrimaryCareSales

11%

9%

75%

46%

30%

18%

25%

Specialty/Hospital

Sales

13%

11%

74%

57%

32%

22%

25%

ManagedCare or

KAM Reps

16%

14%

82%

59%

43%

16%

22%

DeviceReps

75%

52%

27%

19%

15%

10%

17%

33%

15%

51%

36%

51%

33%

18%



12

Q: What percent of the time do the above-mentioned tools help youwith engaging and activating your HCPs?

Perceived Utility: Regions

GLOBAL

EUROPE

LATAM

48%

APAC 36%

57%

52%

30% 70%

64%

43%

64%

Globally, nearly half (48%) of the respondents

perceive the utility of available tools as below

average (0%-50%).

In Europe, more than half (57%) of the

respondents perceive below-average utility of

Note: The measure of Perceived Utility is not by each tool type, but for the set of all the

tools respondent agrees to have in the previous question.

the tools, followed by NAM (48%), APAC (34%),

and LATAM (30%).

Reps havingbelow-average perceived utility (0%-50%)

Reps havingabove-average perceived utility (51%-100%)

NAM 48% 52%



13


Perceived Utility: Industry Segments

Others 47% 53%

Pharmaceuticals 41% 59%

Medical Devices & Diagnostics 56% 44%

At least 41% of the respondents from each

industry segment perceive the utility of available

tools as “below average.”

More than half (56%) of the respondents from

Medical Devices and Diagnostics, 42% of the

respondents from Biotech, and 41% of the

respondents from Pharma segments perceive

the utility of available tools as below average.



Biotech 43% 57%



14


Perceived Utility: Rep Roles



54% 46%Others

9% 91%Remote/Inside Sales

60% 40%Service Reps

42% 58%Medical Reps (MSL/MedInfo)

42% 58%Primary Care Sales

46% 54%Specialty/Hospital Sales

57% 43%Device Reps

About 6 in 10 respondents from each of Service

Rep, Managed Care or KAM Rep, and Device

Rep roles estimate the perceived utility as

“below average.”

More than half (5) of every 10 Medical Reps and

10 Specialty/Hospital Sales professionals

estimate the perceived utility as below average.

Most (9 in 10) of the Remote/Inside Sales

professionals identify the available digital tools

as very useful and estimate the perceived utility

as “above average.”

57% 43%Managed Care or KAM Reps


Takeaway #1: Healthcare reps lack necessary access to right

digital tools to engage HCPs better.

Provide healthcare reps with access to right

tools based on their modern roles and

commercial execution goals. For example, a

remote/inside sales rep must have access to

remote engagement technology, but only 27%

of them, globally, have it.

With Indegene Omnipresence, commercial

teams, and technology administrators have the

ability to provide role-based access to many

digital capabilities simultaneously, without

having to worry about incremental costs.

Takeaway #2:Getting healthcare reps to use engagement

technologies is certainly a challenge facing

businesses today, companies, and tech vendors

alike.

Pharma and device digital leaders must research

with their healthcare reps to identify where the

issue lies (whether it is with business, user, or

customer). Commercial software vendors must

collaborate with companies to own the job of

enhancing the utility of their tools with reps.

Takeaway #3:Lack of adoption of digital tools, as perceived by

reps, is a result of below-average utility of these

tools.

Commercial/digital managers and leaders should

research with their healthcare reps to identify

specific areas where reps are facing difficulty

with the tools.

Common trouble areas are

Business issues, such as lack of training and

ineffective process

User issues, such as ease of use and offline

access

Customer issues, such as wrong channel-mix

and irrelevant content.

15

Key Takeaways


16

C HA LLE NGE S OF

HEA LTHCA RE REPS

IN HC P E NGAGEME NT

C H A P T E R 2

17

Chapter Highlights

Challenges of Healthcare Reps in HCP Engagement

of healthcare reps, globally, confirm that visiting all the targeted HCPs across their territory with optimal reach and frequency is difficult. Around 46% of reps from North America face this challenge “at least half the time.”

of healthcare reps face difficulty in gaining access to HCPs' offices, be it in their personal practices or in hospitals. This seems to be a “consistent problem” for 35% of reps in North and Latin America and 19% of reps in the Biotech industry.

of healthcare reps, globally, confirm that it is difficult to plan and coordinate engagement of HCPs in larger accounts while simultaneously managing a team of various rep roles.

of healthcare reps globally and in North and Latin America region confirm inadequate or lack of availability of tools that enable remote meeting, email, messaging, or sending presentation to HCPs to view at their convenient time.

of healthcare reps globally and 75% in Latin America region agree that the content available for sharing with HCPs is not relevant, is old or repetitive, or is not tailored to HCPs' needs and practice.

80%At least

CoverageChallenges

CoverageChallenges

AccessChallenges

AccountChallenges

AccountChallenges

MultichannelChallenges

MultichannelChallenges

RelevanceChallenges

5 in 10

79%At least

3/4th

4 in 10At least

64%

7 in 10At least

3 in 10Nearly

AccessChallenges

Top 3Globally,

reps from Primary Care Sales (48%) and Device (49%) rep roles, and 8 in 10 reps from Remote/Inside Sales rep role face the coverage challenge “at least half the time.”

rep roles who face the Access challenge at least “half the time” are Remote/Inside Sales (7 in 10), Primary Care Sales (5 in 10), andDevice Reps (4 in 10).

reps from each of Primary Care Sales, Device, and Managed Care/KAM rep roles face account-related challenges “at least half the time.”

reps from each of Primary Care Sales, Device, and Managed Care/KAM rep roles confirm that multichannel engagement with HCPs is a common challenge.

reps from each rep role agree to face the challenge of content relevance “at least half the time.”

Over

RelevanceChallenges

63%

Over

Nearly

Nearly


0% 20% 40% 60% 80% 100%

20% 41% 20% 3% 15%


18

Q: Visiting all my targeted HCPs across my territory is difficult (optimalreach and frequency).

Coverage-Related Challenges

GLOBAL

LATAM

EUROPE

Not a problem Sometimes a problem Problem half the time Major problem Consistent problem

NAM 17% 37% 24% 3% 19%

21% 43% 18% 4% 14%

36% 29% 29% 7%

0% 20% 40% 60% 80% 100%


Pharmaceuticals

Medical Devices and Diagnostics

Biotech

25% 43% 17% 4% 12%

15% 40% 24% 2% 18%

29% 29% 14% 14% 14%

The question attributes to the problem of

reaching optimum territory coverage.

It's a collective mandate globally by participating

healthcare reps with 80% confirming that

“visiting all their targeted HCPs across their

territory is somewhat difficult now.”

Although 36% of respondents from LATAM and

29% from the Biotech industry respond as “not

a problem,” 36% of LATAM, 42% of Biotech, and

46% of NAM respondents confirm facing this

coverage problem at least “half the time.”

APAC 20% 53% 15% 3% 9%



19

Q: Visiting all my targeted HCPs across my territory is difficult (optimalreach and frequency).

Coverage-Related Challenges

0% 20% 40% 60% 80% 100%


11% 48% 26% 15%Others

33% 46% 13% 3% 4%Medical Reps (MSL/MedInfo)

21% 43% 15% 4% 17%Specialty/Hospital Sales

10% 41% 28% 1% 20%Device Reps

18% 33% 22% 22%Primary Care Sales 4%

40% 40% 20%Service Reps

26% 39% 18% 11%Managed Care or KAM Reps 5%

11% 11% 78%Remote/Inside Sales

8 out of 10 Remote/Inside Sales respondents

report this as a “problem half the time.” It is not

an overestimate since at least 6 of every 10

Remote reps do not have access to the right

tools (Meeting Schedulers or Remote

Engagement).

4 out of 10 Service reps report this as “Not a

problem,” with 2 out of 10 reporting to face it

“consistently.”

Nearly 5 out of 10 Device and Primary Care

Sales reps report facing the problem at least

“half the time.”


0% 20% 40% 60% 80% 100%

19% 44% 23% 2% 12%


20

Q: Access to my HCPs is difficult, including seeing them in their offices,getting past gatekeepers, and setting up appointments.

Access-Related Challenges — 1

GLOBAL

LATAM

EUROPE


NAM 14% 45% 22% 3% 16%

20% 45% 24% 1% 11%

36% 36% 29% 11%

0% 20% 40% 60% 80% 100%


Pharmaceuticals


Biotech

20% 45% 19% 2% 13%

18% 45% 25% 1% 11%

5% 48% 24% 5% 19%

The question measures challenge in gaining

access to HCPs having individual practices.

Globally, majority (at least 80%) of survey

respondents confirm that access to HCPs in

individual practices is a problem, with 35%

facing this problem at least “half the time” or

“consistently.”

Nearly half of the respondents across regions

and segments report access to HCPs in

individual practices as “sometimes a problem.”

Only in LATAM, the highest number (36%) of

respondents say that access to HCPs in

individual practices is “not a problem.”

Similarly, nearly half (48%) of Biotech

respondents find this as a “problem half the

time,” “major problem,” or a “consistent

problem.”

APAC 18% 53% 15% 3% 9%


0% 20% 40% 60% 80% 100%


21

Q: Access to my HCPs is difficult, including seeing them in their offices,getting past gatekeepers, and setting up appointments.


22% 30% 30% 4% 15%

33% 22% 44%

27% 43% 22% 1% 6%

11% 40% 31% 18%

22% 44% 21% 2% 11%

15% 42% 28% 3% 11%

13% 58% 16% 3% 11%

80% 20%


Others

Remote/Inside Sales

Medical Reps (MSL/MedInfo)

Primary Care Sales


Device Reps

Managed Care or KAM Reps

Service Reps

At least 70% of respondents across all rep roles

reported that accessing HCPs in individual

practices is a problem. Even worse, all

respondents (100%) from Remote/Inside Sales

(4 out of 10 mentioned it as “consistent

problem”) and Service rep roles (8 out of 10

mentioned it as “sometimes a problem”)

reported it to be a problem.

Overall, 5 out of 10 Primary Care Sales reps

reported facing this challenge of access to HCPs

at least half the time. Similarly, 6 out of 10

Managed Care or KAM reps mentioned this

challenge as “sometimes a problem.”




0% 20% 40% 60% 80% 100%

21% 42% 22% 2% 13%


22

Q: Access to my HCPs is difficult when seeing them in hospitals,group practices, and institutions.


GLOBAL

LATAM

EUROPE

NAM 18% 37% 23% 5% 17%

20% 45% 24% 1% 11%

36% 39% 7% 18%

0% 20% 40% 60% 80% 100%

Pharmaceuticals


Biotech

24% 41% 19% 2% 14%

18% 44% 27% 3% 9%

19% 38% 19% 5% 19%

This question is related to the problem of access

to HCPs in group practices (ie,

hospital/institutional accounts, independent

delivery networks, etc.).

Globally, majority (79%) of healthcare reps

confirm that access to HCPs in group

practices is challenging, with 35% of them

facing this problem at least “half the time” or

“consistently.”

For about 40% to 45% of the respondents

across regions, it is “sometimes a problem.”

Segment wise, about 30% to 45% of

respondents from each industry segment find

this as a “problem half the time,” a “major

problem,” or a “consistent problem.”

APAC 26% 45% 18% 3% 8%


Others

Remote/Inside Sales


Primary Care Sales


Device Reps


Service Reps


23

Q: Access to my HCPs is difficult when seeing them in hospitals,group practices, and institutions.


0% 20% 40% 60% 80% 100%

Not a problem Sometimes a problem Problem half the time Major Problem Consistent Problem

22% 37% 15% 26%

22% 11% 33% 33%

100%

27% 43% 21% 3% 6%

23% 43% 25% 2% 7%

17% 39% 25% 6% 13%

21% 39% 18% 21%

16% 44% 13% 24%2%

At least 7 out of 10 respondents from each rep

role reported that “access to HCPs in group

practices” is a problem.

All (100%) of Service Reps reported this access

challenge as “sometimes a problem.”

At least 6 out of 10 Remote/Inside Sales

respondents reported this as a ”problem half the

time” or a “consistent problem.”

Similarly, 4 out of 10 Device Reps and Primary

Care Sales respondents reported facing this

problem at least “half the time.”




0% 20% 40% 60% 80% 100%

26% 41% 21% 2% 10%


24

Q: It is difficult to plan and coordinate engaging HCP customers in largeraccounts with multiple team members such as other sales reps, marketaccess reps, and medical reps.

Account-Related Challenges

GLOBAL

LATAM

EUROPE

NAM 25% 38% 23% 1% 12%

26% 41% 22% 2% 10%

0% 20% 40% 60% 80% 100%

Pharmaceuticals


Biotech

30% 40% 21% 3% 6%

25% 38% 23% 2% 13%

24% 57% 10% 10%

21% 46% 18% 4% 11%

This question is related to the problem of

planning and coordinating key/large accounts

with multiple team members.

Globally, 74% of respondents report facing

account-related challenges.

About 38% of respondents from Medical

Devices and Diagnostics segment and 36% of

respondents from North America reported to

face the challenge at least “half the time.”

APAC 32% 45% 15% 5% 3%



Others

Remote/Inside Sales


Primary Care Sales


Device Reps


Service Reps


25

Q: It is difficult to plan and coordinate engaging HCP customers in largeraccounts with multiple team members such as other sales reps, marketaccess reps, and medical reps.

Account-Related Challenges

0% 20% 40% 60% 80% 100%

11% 49% 27% 11%2%

28% 42% 3%20% 8%

39% 37% 15% 3% 6%

23% 34% 28% 1% 14%

19% 56% 11% 15%

33% 22% 33% 11%

40% 40% 20%

24% 45% 21% 8%3%

Overall, 89% of Primary Care Sales respondents

reported to face the challenge of planning and

coordinating between teams and engaging HCP

customers in larger accounts, even though 46%

of these respondents have access to CRM/SFA

tools.

At least 7 out of 10 Device reps and Managed

Care/KAM reps agree to face this problem to a

larger extent, with over 30% of them from each

role facing this problem at least “half the time.”



26

Q: Tools that enable remote meeting, emailing, messaging, or sendingHCPs presentation to view at their own convenient time are difficultto use or not available.

Multichannel-Related Challenges

As discussed previously, the availability of

technologies/tools that enable multichannel, also

known as omnichannel, approaches to engage

HCPs is low across rep roles and industry

segments. We found a similar alarming trend in

the use of tools that enable remote meeting,

emailing, messaging, or sending HCPs

presentation to view at their own convenient

time.

The current trend shows that about 64% of

global respondents face challenges in the

availability of multichannel technologies.

This may be due to the fact that CRM/SFA tools

used in the healthcare industry alone cannot

provide omnichannel orchestration. We must

consider additional/differential investments in

certain technologies.

The number of respondents facing this

multichannel-related challenge was the highest

(75%) in the LATAM region, despite it being the

region with the highest technology availability

and above-average perceived utility.

About 33% of respondents from the Pharma

industry reported facing this challenge at least

half the time.



0% 20% 40% 60% 80% 100%

36% 35% 15% 5% 10%GLOBAL

LATAM

EUROPE

NAM 30% 36% 17% 3% 13%

41% 34% 12% 5% 7%

25% 32% 25% 4% 14%

0% 20% 40% 60% 80% 100%

Pharmaceuticals


Biotech

25% 32% 15% 7% 11%

36% 38% 16% 2% 8%

33% 48% 10% 10%

APAC 38% 39% 11% 6% 6%



27

Q: Tools that enable remote meeting, emailing, messaging, or sendingHCPs presentation to view at their own convenient time are difficultto use or not available.

Multichannel-Related Challenges


Others

Remote/Inside Sales


Primary Care Sales


Device Reps


Service Reps

0% 20% 40% 60% 80% 100%

27% 40% 22% 4%7%

40% 31% 6%15% 8%

39% 28% 10% 9% 13%

28% 41% 15% 1% 14%

41% 37% 15% 7%

67% 22% 11%

40% 40% 20%

26% 53% 13% 8%

About 67% of Remote/Inside Sales reps agreed

that access to multichannel technology is “not a

problem.” As discussed previously, about 36% of

the respondents mentioned that they do not

have access to CRM/SFA tools and 18% have

technologies other than CRM/SFA tools.


role reported to face this challenge to varying

extents.

Overall, 3 out of 10 Device Reps, Medical Reps,

Specialty/Hospital Sales reps, and Primary Care

Sales reps reported to face the challenge of

multichannel technologies at least “half the

time.”




0% 20% 40% 60% 80% 100%

37% 35% 19% 3% 7%


28

Q: The content available to share with my HCPs is not relevant,is old or repetitive, or is not tailored to HCPs’ needs and practice.

Relevance-Related Challenges

GLOBAL

LATAM

EUROPE

NAM 34% 38% 20% 3% 5%

43% 31% 16% 2% 8%

25% 36% 29% 11%

0% 20% 40% 60% 80% 100%

Pharmaceuticals


Biotech

40% 28% 21% 3% 8%

34% 39% 19% 2% 5%

33% 52% 5% 5% 5%

This question attributes to the challenge of

having content that is fresh and relevant.

Globally, at least 60% of respondents feel that

the content available to them is old, repetitive,

or not relevant to HCPs’ needs and practice.

At least 43% of respondents from Europe did

not report facing this challenge of content

relevance; however, 26% of respondents from

Europe itself and 40% from LATAM reported

facing this challenge at least “half the time.”

APAC 32% 39% 18% 5% 6%



0% 20% 40% 60% 80% 100%


29

Q: The content available to share with my HCPs is not relevant,is old or repetitive, or is not tailored to HCPs’ needs and practice.

Relevance-Related Challenges

41% 41% 11% 4% 4%Others

56% 11% 33%Remote/Inside Sales

20% 40% 20% 20%Service Reps

42% 31% 15% 3% 9%Medical Reps (MSL/MedInfo)

37% 35% 21% 2% 6%Specialty/ Hospital Sales

32% 39% 18% 3% 7%Device Reps

34% 37% 21% 3% 5%Managed Care or KAM Reps

33% 38% 24% 2%Primary Care Sales 2%


role reported facing the relevance-related

challenge. About 44% of Remote/Inside Sales

reps considered it a “major problem” or

“consistent problem” (highest among all rep

roles).

Nearly 6 out of 10 Managed Care/KAM, Device,

Specialty/Hospital Sales, and Primary Care Sales

reps reported this as “sometimes a problem” or

“problem half the time.”


Takeaway #1: Coverage and access challenges emerge as

strongest barriers for healthcare commercial and

IT teams to enable effective HCP engagement.

Takeaway #2:Targeted account planning and coordination

among team members to manage larger

accounts is really difficult for nearly 75% of the

reps surveyed. Nearly every 9 in 10 Primary Care

Sales respondents, 8 in 10 KAM reps, 8 in 10

Device reps, and 7 in 10 Specialty/Hospital Sales

reps agree to facing this challenge.

Takeaway #3:Traditional CRM/SFA tools currently in use in the

healthcare industry alone cannot provide

omnichannel orchestration.

About 64% of reps surveyed consider

multichannel engagement as luxury as they

confirm that tools that enable multichannel

orchestration are difficult to use or not available.

Consider additional/differential investments in

multichannel engagement technologies or

replace existing solutions with an all-inclusive

commercial cloud-based solution such as

Indegene Omnipresence.

Takeaway #4:Lack of fresh content/information to healthcare

reps must be considered as a notable threat to

sales close rates. Healthcare reps need to stay

relevant and provide utility to HCPs.

About 63% of rep respondents highlight the

significance of challenge of relevance as the

content available to share with their HCPs is not

relevant, is old or repetitive, or is not tailored to

HCPs’ needs and practice.

It is clear that digital mix is the new playground

for all HCP engagement activities, thanks to the

growing number of digitally savvy HCPs. As

discussed in the previous chapter, many reps

don't access necessary digital tools and

capabilities. Among few who are digitally savvy,

efficiency in being creative and different in

engagement practices becomes the weapon to

beat the competition. Innovative commercial

clouds, such as Omnipresence, offer tools that

enable healthcare reps with such capabilities. In

the next chapter, we will learn more about the

trending digital capabilities in 2017.

30

Key Takeaways


31

D IGI TA L CAPABILI T Y

NEEDS OF

HEA LTHCA RE REPS

C H A P T E R 3

05

Top digital capability needs of healthcare repsto tackle Coverage Challenges

Ability to move smoothly (ie, same workflow) between different channelsto show content to the HCPs, such as face-to-face, remotely, via email,and by sending a link to view it online at their convenience, instead of usingdifferent applications for each.

0% 20% 40% 60% 80% 100%

4%

29% 24%38%

6%

Base: all respondents (523). 32

1

2

30% 20% 40% 60% 80% 100%

0% 20% 40% 60% 80% 100%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

VeryImportant

Critical

8%

33%28% 26%

5%

NotImportant

Nice toHave

SomewhatImportant

Critical

6%27%

26%

36%

5%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

Critical

Ability for extenders (such as appointment schedulers and vacancycoordinators) to directly integrate their activities into your calendar

Ability to offer your HCPs self-service options (scheduling appointmentsfor remote meetings, requesting information or literature, etc.)


Top digital capability needs of healthcare repsto tackle Access Challenges

Ability to plan, set up, and conduct remote (online, virtual) meetingswithout having to rely on email communicationand access to their email address

Ability to access and use your software toolson any device, including your smartphone

0% 20% 40% 60% 80% 100%

Ability to automatically sync appointments inyour CRM with your Outlook calendar

3%14%

16%48%

19%


1

2

30% 20% 40% 60% 80% 100%

0% 20% 40% 60% 80% 100%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

VeryImportant

Critical

6%25%

29%35%

5%

NotImportant

Nice toHave

SomewhatImportant

Critical

4%21%

21%

38%16%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

Critical


Top digital capability needs of healthcare repsto tackle Account Challenges

Ability to plan account activities as a team (eg, across sales,managed markets, and medical) and view your colleagues’ activitiesand overall progress

0% 20% 40% 60% 80% 100%

5%

25%27% 36%

6%


1

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

Critical


Top digital capability needs of healthcare repsto tackle Multichannel Challenges

Ability during a remote meeting to control and toggle betweenshowing content and showing a live video feed of yourself

Ability during a remote meeting to share content that is preloaded into the platform and screen-share any content on your computer

0% 20% 40% 60% 80% 100%

Ability to remotely call in an expert colleague (MSL, specialty rep,reimbursement expert, etc.) on demand fromyour device during a customer meeting

4%

26%21%

43%6%


1

2

30% 20% 40% 60% 80% 100%

0% 20% 40% 60% 80% 100%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

VeryImportant

Critical

8%

27% 27%

33%

6%

NotImportant

Nice toHave

SomewhatImportant Critical

5%25%

22%39%

8%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

Critical


Top digital capability needs of healthcare repsto tackle Relevance Challenges

Getting automated recommendations for the content thatis useful and relevant for your customers to keep them engaged

Ability to create custom, compliant leave-behind materials and sharethem digitally with your customers

0% 20% 40% 60% 80% 100%

Ability to upload and convert compliant documents (PowerPoint, PDF, etc.) intoHTML simply at the click of a button so they can be shared on a Tablet, duringremote meetings, or share via email and onthe web with specific customers

3%

23%20%

43%12%


1

2

30% 20% 40% 60% 80% 100%

0% 20% 40% 60% 80% 100%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

VeryImportant

Critical

5%21%

26%

39%

8%

NotImportant

Nice toHave

SomewhatImportant Critical

4%25%

18%

46%

7%

NotImportant

Nice toHave

SomewhatImportant

VeryImportant

Critical


Digital capability needs of healthcare reps

0% 20% 40% 60% 80% 100%


37

Q: Ability to move smoothly (ie, same workflow) between differentchannels to show content to the HCPs, such as face-to-face, remotely,via email, and by sending a link to view it online at their convenience,instead of using different applications for each.

Not Important Nice to Have Somewhat Important Very Important Critical

The preference of digital savvy HCPs for the

ways in which they want to receive some

information varies to a great extent, thus

creating an engagement gap. The graph shows

the level of importance the respondents give to

the ability of covering those engagement gaps.

About 95% of respondents globally report at

least some level of importance of this capability.

About 7 out of 10 Service reps and nearly half

of Managed Care/KAM Reps, Device reps, and

Specialty/Hospital Sales reps identified this

capability as “very important” or “critical.”

28% 22%5% 39% 6%

28% 41%24% 7%

5% 27% 38%24% 6%

11% 20% 24%33% 13%

2% 23% 48%25% 3%

8% 18% 33%36% 5%

25% 75%

25% 38% 38%

GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others 15% 38% 8% 31% 8%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

0% 20% 40% 60% 80% 100%


38

Q: Ability to offer your HCPs self-service options (schedulingappointments for remote meetings, requesting information orliterature, etc.)


The respondents agreed that digital savvy HCPs

want self-service options. Most of them

considered the ability to offer self-service option

to have a high importance, if not critical.

About 67% of respondents globally regarded

this capability as “somewhat important,” “very

important,” or “critical.”

Overall, 62% of Remote/Inside Sales reps and

50% of Service Reps identified the capability as

“very important.” Similarly, 7 out of 10 Managed

Care or KAM Reps identified the capability as

“very important” or “critical.” Nearly half of

Medical Reps (MSL/MedInfo) mentioned it to be

“very important” or “critical.”

27% 25%7% 37% 5%

3% 17% 52%21% 7%

5% 35% 27%25% 8%

5% 24% 47%22% 2%

6% 25% 34%30% 5%

18% 18% 36%26% 3%

25% 13% 62%

8% 35% 23% 27% 8%

25% 50%25%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

0% 20% 40% 60% 80% 100%


39

Q: Ability for extenders (such as appointment schedulers and vacancycoordinators) to directly integrate their activities into your calendar.


The current commercialization models in

healthcare account for in-and-beyond field

structure, where the primary healthcare reps

have presales support (eg, appointment

schedulers and vacancy coordinators). The

current technologies are now able to support

and connect this multi-role team structure. This

question examines perspectives of respondents

from these roles.

Let's overlook the global data, because it's more

contextual at rep-role level.

Over 50% of Primary Care Sales,

Specialty/Hospital Sales, Device, and Managed

Care or KAM Reps estimate this capability to be

either “somewhat important,” “very important,”

or “critical.”

About 5 in 10 Medical Rep (MSL/MedInfo)

respondents consider this ability as “very

important.”

About 75% of Service Reps who perform these

activities consider this capability as “nice to

have,” and remaining consider it as “very

important.” Nearly 60% of Service Reps use

CRM/SFA, and 30% also have a Meeting

Scheduler.

9% 31% 26% 29%

4% 27% 22% 47%

5%

3% 24% 24% 38% 10%

10% 33% 27% 22% 8%

10% 30% 30% 26% 4%

13% 36% 21% 26% 5%

75% 25%

25% 37% 38%

15% 35% 27% 19% 14%



0% 20% 40% 60% 80% 100%


40

Q: Ability to access and use your software tools on any device, includingyour smartphone.


15% 16%5% 46% 18%

7% 21% 52%3% 17%

5% 13% 49%8% 25%

5% 20% 46%20% 7%

3% 16% 51%12% 18%

3% 8% 41%26% 23%

25% 50% 25%

12% 38% 50%

12% 31% 15% 15% 27%

With field-based reps having to move constantly,

anytime, anywhere, any-device access to

software tools could be “nice to have” or a

“critical” capability, depending on the role type.

In this question, we ascertain the importance of

this capability in all rep roles.

As evident from the graph, 95% of respondents

globally say it's important to use software tools

that are device-agnostic (work on any device).

About 64% find it “very important” or “critical.”

About 90% of Managed Care or KAM Reps

identify this capability as “somewhat important,”

“very important,” or “critical.”

About 6 out of 10 Primary Care Sales, 7 out of

10 Specialty/Hospital Sales, 5 out of 10 Medical

Rep (MSL/MedInfo), and 7 out of 10 Device Rep

respondents identify this capability as “very

important” or “critical.”

GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

0% 20% 40% 60% 80% 100%


41

Q: Ability to automatically sync appointments in your CRM with yourOutlook calendar.


23% 19%5% 37% 15%

10% 45%14% 31%

5% 30% 29%17% 19%

7% 24% 40%22% 7%

4% 20% 39%25% 13%

10% 8% 38%33% 10%

25% 75%

25% 13% 50% 13%

12% 31% 8% 23% 27%


globally feel that the ability to auto-sync

appointments between CRM and Outlook

calendar (or other Meeting Schedulers) is either


As discussed earlier, availability of CRM/SFA

technology is 50% globally.

At least 7 out of 10 Service Reps; 8 out of 10

Managed Care or KAM Reps; and nearly half

of Device Reps, Medical Reps,

Specialty/Hospital Sales, and Primary Care

Sales respondents identify this capability as




GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

0% 20% 40% 60% 80% 100%


42

Q: Ability to plan, set up, and conduct remote (online, virtual) meetingswithout having to rely on email communication and access to theiremail address.


26% 27%7% 35% 5%

10% 24% 31%21% 14%

5% 27% 37%24% 8%

9% 29% 36%24% 2%

10% 28% 38%21% 3%

18% 41%38% 3%

38% 25% 38%

8% 46% 19% 19% 8%

Ability to orchestrate an anytime, anywhere

meeting (inbound and outbound remote

engagement) with HCPs could be a “nice to

have” or “critical” capability. In this question, we

ascertain the importance of this capability in all

rep roles.


globally find this capability “somewhat

important,” “very important,” or “critical.”

About 4 out of 10 respondents from Primary

Care Sales, Specialty/Hospital Sales, and Device

Rep roles rate this capability as “very important”

or “critical.”

100%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

Key Account Management (KAM) is a more

mature role in today's commercialization of

healthcare products and devices. With the rise

of Independent Delivery Networks (IDNs) and

hospital institutions, focused account

management requires the teams to work

collaboratively, which can be achieved by using

available technologies.

About 87% of respondents from Managed Care

or KAM Rep roles identify this capability as

important. About 21% of respondents find it

“critical” and 31% find it “very important.”

Also, a majority (84%) of Medical Reps

(MSL/MedInfo) request for this capability. About

5 in 10 Medical Reps say it's “very important” or

“critical” for them.

0% 20% 40% 60% 80% 100%


43

Q: Ability to plan account activities as a team (eg, across sales, managed markets, and medical) and view your colleagues’ activities and overall progress.


7% 24% 26% 35% 8%

8% 36% 21% 33% 3%

7% 9% 36% 35% 13%

10% 22% 22% 35% 11%

3% 10% 34% 31% 21%

25% 75%

13% 13% 38% 38%

4% 32% 25% 36% 3%

15% 31% 15% 35% 4%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

About 38% of Remote/Inside Sales respondents

rate the capability as “critical,” and 73% don't

have Remote Engagement technology available

to them.

About 5 in 10 respondents from in-the-field roles

identify this capability as important for HCP

activation, and 90% don't have Remote

Engagement technology available to them.

0% 20% 40% 60% 80% 100%


44

Q: Ability during a remote meeting to share content that is preloadedinto the platform and screen-share any content on your computer.


27% 21%5% 40% 8%

3% 33% 15% 44% 5%

3% 29% 21% 39% 8%

7% 24% 20% 44% 5%

3% 27% 19% 44% 6%

7% 21% 28% 34% 10%

50% 50%

13% 25% 25% 38%

12% 31% 23% 31% 4%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

Meetings with HCPs, whether face-to-face or

remote, can call for on-demand expertise. This

question examines the importance of the ability

to remotely call in expert colleagues during

meetings to resolve HCPs' queries.

Globally, about 4 in 10 respondents say it's “very

important” or “critical” to them.


identify this capability as important for HCP

activation.

0% 20% 40% 60% 80% 100%


45

Q: Ability to remotely call in an expert colleague (MSL, specialty rep,reimbursement expert, etc.) on demand from your device during a customer meeting.


10% 26% 28% 31% 5%

8% 31% 17% 39% 4%

15% 18% 22% 38% 7%

6% 33% 14% 38% 8%

31% 28% 28% 14%

50% 25% 25%

25% 13% 13% 50%

15% 35% 23% 19% 8%

9% 29% 20% 36% 6%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

Digitizing physical interactions refers to making

virtual interaction more live from a remote

location. About 6 out of 10 respondents feel it's

an important capability for them.

About 6 in 10 Remote/Inside Sales respondents

rate this capability as “very important.”

More than half of the respondents from

in-the-field roles identify this capability as

important for HCP activation. However, 90%

don't have Remote Engagement technology

available to them.

0% 20% 40% 60% 80% 100%


46

Q: Ability during a remote meeting to control and toggle between showing content and showing a live video feed of yourself.


8% 33% 15% 33% 10%

11% 31% 30% 25% 2%

16% 13% 31% 36% 4%

8% 37% 22% 30% 3%

10% 21% 31% 24% 14%

25% 50% 25%

13% 13% 13% 63%

15% 38% 19% 19% 8%

11% 29% 26% 29% 5%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

0% 20% 40% 60% 80% 100%


47

Q: Ability to create custom, compliant leave-behind materials and sharethem digitally with your customers.


Globally, 9 in 10 respondents see a lot of merit in

the ability to create and share custom, digital

leave-behinds with HCPs.


rate this capability as “very important.”

About 2 to 3 out of 10 respondents across rep

roles identify this capability as “nice to have”

and “somewhat important.”

21% 22% 42% 10%

13%

5%

75%25%

14% 28% 41% 10%7%

21% 17% 44% 13%5%

22% 29% 40% 5%4%

20% 20% 45% 9%5%

23% 15% 44% 13%5%

25% 25% 25% 13%12%

35% 23% 19%19%4%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

0% 20% 40% 60% 80% 100%


48

Q: Ability to upload and convert compliant documents (PowerPoint, PDF,etc.) into HTML simply at the click of a button so they can be shared ona Tablet, during remote meetings, or share via email and on the web withspecific customers.


This question examines the perspectives of

respondents on being in more control of the

content while being compliant as well. Abilities

refer to recent upgrades in content management

and measures the respondent's reactions.

Only 1 in 10 respondents rated this capability as

“not important.”

Globally, 50% of the respondents rated this

capability as “very important” or “critical.”

About 75% of Service Reps find it “very

important.”

About 40% to 60% of front-line healthcare reps

(Primary Care Sales, Specialty/Hospital Sales,

Device Reps, and Managed Care or KAM Reps)

estimate this capability as “very important” or

”critical.”

24% 21% 42% 8%

25% 75%

13%

5%

21% 31% 28% 10%10%

27% 21% 33% 14%5%

27% 24% 38% 4%7%

22% 20% 49% 4%4%

18% 15% 54% 8%5%

25% 25% 25%25%

31% 12% 31% 19%8%



GLOBAL


Device Reps



Primary Care Sales

Service Reps

Remote/Inside Sales

Others

This question examined the importance of

getting content recommendations for HCP

engagement. The results of the survey agreed to

the importance of this capability.

Globally, 9 in 10 respondents see a lot of merit in

getting content recommendations to make the

HCP engagement relevant.

At least 4 in 10 respondents say it's a “very

important” or “critical” capability to their roles.

At least 75% of healthcare reps from

beyond-the-field roles (Medical Reps, Service

Reps, Remote/Inside Sales) say it's “somewhat

important,” “very important,” or “critical.”

0% 20% 40% 60% 80% 100%


49

Q: Getting automated recommendations for the content that is usefuland relevant for your customers to keep them engaged.


25% 75%

25% 25% 50%

13% 26% 15% 38% 8%

11% 25% 27% 31% 7%

7% 13% 29% 40% 11%

5% 25% 27% 35% 8%

17% 24% 52% 7%

8% 35% 23% 31% 4%

8% 23% 25% 37% 7%


Takeaway #1: To achieve optimum reach and frequency for full

territory coverage, healthcare reps can benefit

greatly from using a single application to

accomplish multiple tasks such as sharing

content with HCPs on any channel, catering to

inbound requests with self-service options, and

syncing activities with the calendars of

scheduler and extender reps.

Takeaway #2:To overcome access challenge, healthcare reps

should have omnipresent (anytime, any-device)

access to digital tools, and they should also be

able to sync activities between CRMs and

Outlook and plan and conduct remote meetings.

Takeaway #3:To overcome account challenge, healthcare reps

need the ability to plan account activities as a

team (eg, across sales, managed markets, and

medical) and view their colleagues’ activities and

overall progress.

Takeaway #4:Tackling multichannel challenge demands

abilities such as “screen-share preloaded

content in remote detailing,” “adding experts

(MSLs/KOLs) on demand in an ongoing

customer meeting session,” and “improving

remote/multichannel experience as good as a

live interaction.”

Takeaway #5:To solve relevance-related challenges, healthcare

reps can benefit greatly from the ability to create

compliant, digital leave-behinds on the go; HTML

conversion of compliant content for omnichannel

readiness; and automated content

recommendations.

Currently, commercial and digital teams are both

facing these significant challenges and can

benefit greatly from modern approaches to

commercial execution by using an all-in-one tool

such as Omnipresence. A solution that records,

manages, and executes all interactions with

leads is a necessity for your brand's top-of-mind

awareness.

50

Key Takeaways


he 2017 Healthcare Rep

Survey highlights the immediate

and near-future challenges of

reps that are breaking

successful HCP engagement. The path

to successfully overcome these

challenges is tricky and filled with many

potholes, thanks to the miss by existing

digital tools. The following are the 3 key

problems that should be addressed

during the planning stage of

commercial execution for effective

Rep-HCP interaction:

1. The execution tech stack must be

defined: The tools that are deployed for

territory capture may not necessarily

work when the focus is on getting

prescriptions. As the process changes

with every customer interaction

journey, the tech stack must adapt to

contextualize itself. The tools should be

selected based on access and

perceived usefulness to the users.

51

Conclusions and Way Forward


2. The utility of tools being used must be

enhanced: A continuous focus on enhancing

the utility of the tools provides long-term

benefits along with immediate gains. High

value should be placed for an Independent

Software Vendor’s or SaaS provider's ability to

drive user adoption by trainings, learning

materials, triggers, and process automation.

Also, the flexibility of the tool to connect with

the main tech stack is a valuable factor in

enhancing the utility.

3. New digital capabilities should also

address future needs and challenges:

Opting for future-ready tools is arguably

difficult but very much possible, be it a small

piece of the tech stack puzzle such as remote

engagement or a technology (eg, CRM/SFA).

Future-ready technologies are progressive in

terms of scalability, usability, and flexibility.

The digital capabilities discussed in Chapter 3 of

this report could prove as an integral part of

progressive tech stacks for commercial

execution in Biotech, Pharma, and Medical

Devices and Diagnostics industries.

Let's discuss if Indegene Omnipresence can

help you modernize your next progressive

tech stack of HCP engagement.

High

CLM

TriggerEmail

MeetingScheduler

RecommendedContent Remote

Engagement

EMPHASIZE

PRIORITIZE

Tec

hn

olo

gy

Acc

ess

(su

pp

ly)

High

Low

Low

ENHANCE

DISPOSE

Tablets

CRM/SFA

Perceived Utility (demand)

A decision framework to dispose, maintain,or acquire tools based on access and usefulness for the reps.

Quick Question:

Do your commercial

teams plan their

tech stack beforehand?

How often does that

happen?

PRIORITIZE

Prioritize investmentsin tools with high perceived utility to move to the next quadrant.

EMPHASIZE

Focus continuously onimproving tool utilization

for better return on investments.

DISPOSE

Consider discardingtechnologies that arewitnessing low accessand utility.

ENHANCE

Enhance the utility perception of highly

available tools to justify investments.

he 2017 Healthcare Rep

Survey highlights the immediate

and near-future challenges of

reps that are breaking

successful HCP engagement. The path

to successfully overcome these

challenges is tricky and filled with many

potholes, thanks to the miss by existing

digital tools. The following are the 3 key

problems that should be addressed

during the planning stage of

commercial execution for effective

Rep-HCP interaction:

1. The execution tech stack must be

defined: The tools that are deployed for

territory capture may not necessarily

work when the focus is on getting

prescriptions. As the process changes

with every customer interaction

journey, the tech stack must adapt to

contextualize itself. The tools should be

selected based on access and

perceived usefulness to the users.

2. The utility of tools being used must be

enhanced: A continuous focus on enhancing

the utility of the tools provides long-term

benefits along with immediate gains. High

value should be placed for an Independent

Software Vendor’s or SaaS provider's ability to

drive user adoption by trainings, learning

materials, triggers, and process automation.

Also, the flexibility of the tool to connect with

the main tech stack is a valuable factor in

enhancing the utility.

3. New digital capabilities should also

address future needs and challenges:

Opting for future-ready tools is arguably

difficult but very much possible, be it a small

piece of the tech stack puzzle such as remote

engagement or a technology (eg, CRM/SFA).

Future-ready technologies are progressive in

terms of scalability, usability, and flexibility.

The digital capabilities discussed in Chapter 3 of

this report could prove as an integral part of

progressive tech stacks for commercial

execution in Biotech, Pharma, and Medical

Devices and Diagnostics industries.

Let's discuss if Indegene Omnipresence can

help you modernize your next progressive

tech stack of HCP engagement.

52


Quick Question:

How do you convince healthcare

reps (users) to switch to new

digital tools? What are the

challenges you face?

Quick Question:

Can you imagine and draw a

progressive tech stack of your

commercial organization?

If you do, share the same with

us.

DownloadDigital SavvyHCP Report

2017

HCPs’View

DownloadDigital Savvy

Pharma MarketerReport 2016

53

Appendix: About the Survey

PHARMAFUTURE™ | ALL RIGHTS RESERVED

THE DIGITAL SAVVYPHARMA MARKETER

Report

Report

Marketers’View

Reps’View

The challenges, access to digital tools, their usefulness, and the capability needs of healthcare reps

The 2017 Healthcare Rep Survey was conducted online, administered and analyzed by PharmaFuture Analysts, among field- and remote-based healthcare reps from Pharma, Biotech, and Medical Devices and Diagnostics segments globally.

This is the 1st year we’ve run this survey for healthcare reps as part of PharmaFuture’s Insights offerings to healthcare industry. PharmaFuture has published research on digital savvy HCPs and pharma marketers through previously researched and published reports. This year, the objective is to triangulate the viewpoint by including healthcare reps as well. You can download the previous reports here:

Every effort has been taken to ensure that the study is transparent, comprehensive, and reliable. The respondents of this survey were encouraged to participate anonymously to reduce the likelihood of any conflicts or organizational bias. The survey questions were divided into 3 sections:

Professional demographics and access to technology and its usefulness

Significance of the challenges reps face in engaging HCPs

Importance of new digital capabilities to tackle their challenges

Further information on the respondents is given in the following pages.


https://docs.wixstatic.com/ugd/a66499_14075367ac4c424eabd526739f5974b1.pdf

https://pharmafuture.org/pdf/The-Digital-Pharma-Marketer-2016.pdf

Participants by industry segment

Cross-representation: Continent versus industry segment

Participants by continent


*Others include Medical Nutrition, Home Health, Nursing, Medical Equipment,Clinical Adherence, Drug and Packaging Systems, etc.

54

Sample Groups

Representation of respondents by industry segment and region

Pharmaceuticals

Medical Devicesand Diagnostics

Others 6.5%

45.5%

41.3%

Latin America9.0%

Asia Pacific16.4%

Europe40.3%

0% 60%0%60%

Others*PharmaceuticalsMedical Devicesand Diagnostics

Biotech

0% 100%

Latin America 9% 30% 57% 4%

Asia Pacific 5% 30% 60% 5%

Europe 8% 37% 49% 6%

Biotech 6.7%

North America 6% 54% 31% 9%

North America34.2%


Roles typically performed by participants


*Others include Remote/Inside Sales (2.1%), Service Reps (1.9%), Sales Excellence, ClinicalSpecialist, Distribution Manager, Diagnostic Capital and Reagent Sales, Medicare Part B, Sales

Consultant, Long-Term Care Facility Sales, Pharma Ingredient Sales, Drug Safety, and Operations.

55

Representation of respondents by rep roles

Specialty/HospitalSales


DeviceReps

PrimaryCare

Sales

ManagedCare or

KAM Reps

Others*

7.6%2.1% 1.9%

17.4%

10.9%

33.5%9.6%

17%

11.6%


Sample Groups

56

Bylines

Key contacts in Indegene’s research and commercial software practices

Marc Valdiviezo in New Jersey ([email protected])

Shyam Srivastava in Bangalore, India ([email protected])

Researcher’s Desk Global ([email protected])

Solutions Desk Global ([email protected])


57

About Indegene Omnipresence

SaaS Based Sales Force& Marketing Automation

Intelligent Customer Engagement& Management Solution

Helping global healthcare organizations address complex challenges and improve health and business outcomes

AboutIndegene

Indegene is a global healthcare solution provider, serving 85+ customers, globally, including biopharmaceutical manufacturers, medical device manufacturers, health plans, accountable care organizations, and provider organizations.

Indegene offers medical, marketing, risk, healthcare quality, clinical effectiveness, and care management solutions through a comprehensive portfolio of powerful, next-gen platforms.

Indegene helps clients drive revenue and productivity by seamlessly integrating analytics, technology, operations, and medical expertise across customer engagement, health reforms, healthcare cost reduction, and health outcomes improvement.

Indegene leverages a global talent-pool of passionate, innovative, and collaborative clinicians, technologists, creative specialists, domain experts, and business process specialists to enable digital transformation in health.

Enable reps to use any device they choose and utilize advanced capabilities such as the industry-first intelligent voice assistant “O-genee”

Enhance engagement across multiple channels with a single, fluid, and unified platform

Streamline adoption with an easy-to-use and intuitive user interface

Empower reps with familiar, flexible, and integrated productivity and CRM tools

Gather real-time insights into performance and optimize efficiency and efficacy with inline analytics capabilities

Utilize rich content management tools seamlessly integrated into the platform to create and distribute compelling content

Learn more about the solution


Visit Website

https://www.omnipresence.indegene.com/book-a-demo?utm_source=whitepaper_crosslinks&utm_medium=healthcare_rep_report_2017

https://www.indegene.com/?utm_medium=healthcare_rep_report_2017&utm_source=whitepaper_crosslinks

Degree to which a person believes that a tool or set of tools is

helpful in his/her job performance. It is a measure of perception, and

not the absolute utility.

Refers to whether or not a respondent uses or accesses a type of

technology in his/her day-to-day job.

Perceived Utility

Technology Access

58

Glossary


Read Whitepaper >>

Omnipresence debuts on the Nucleus Research CRM Technology Value Matrix with strong momentum towards the leader quadrant

Read Report >>

Why current SaaS models need to be disrupted to meet changing needs and realities?

Read Whitepaper >>

Learn about the top 5 trends in our latest report on Digital Savvy HCP 2017 survey.

Read Report >>

Enable omnipresent healthcare sales rep to deliver always in-touch, filled-in, and on-point relationship.

Read Whitepaper >>

Recognizing the shortcomings in life science SaaS CRM in 2017 – A Whitepaper

Read Whitepaper >>

Are your commercial and medical teams activating their HCP customers?


59

More Reading Material

https://www.omnipresence.indegene.com/shortcomings-in-crms-whitepaper?utm_source=whitepaper_crosslinks&utm_medium=healthcare_rep_report_2017

https://www.omnipresence.indegene.com/crm-technology-value-matrix-nucleus?utm_medium=healthcare_rep_report_2017&utm_source=whitepaper_crosslinks

https://www.omnipresence.indegene.com/commercial-saas-disruption-paper?utm_source=whitepaper_crosslinks&utm_medium=healthcare_rep_report_2017

https://docs.wixstatic.com/ugd/a66499_14075367ac4c424eabd526739f5974b1.pdf

https://www.omnipresence.indegene.com/hcp-activation-whitepaper?utm_medium=healthcare_rep_report_2017&utm_source=whitepaper_crosslinks

https://www.omnipresence.indegene.com/ominpresent-rep-whitepaper?utm_medium=healthcare_rep_report_2017&utm_source=whitepaper_crosslinks

Researcher ’s Desk :

in fo@pharmafuture .com

Solut ions Desk :

[email protected]

NEW

C ONVER SATI ONS

EVERY DAY

60

StrategicAlliance

Intelligent Customer Engagement& Management For Life Sciences

https://pharmafuture.org/?utm_medium=healthcare_rep_report_2017&utm_source=whitepaper_crosslinks


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