Hello
Mr. Armstrong and Mr. Wolfson,
To
arrive at a decision if I-Pads can create a positive impact when used
by the sales representatives in comparison to the currently used
laptops, Newsy & myself evaluated the various benefits based on the
below criterions by having an in-depth discussions with the CIO,
CFO, VP of Sales & Marketing, CMO, Sales Managers, and Sales
representatives about the process workflow & how they would be affected if
laptops are replaced with I-Pads for the detailer. Further we also conducted a
test individually on both devices for evaluating technical, operational &
financial feasibility.
For
evaluating the technical feasibility of using I-Pads in comparison to Laptops,
the results that we arrived at was a combination of reviewing the available
features served by both I-Pads & Laptops in the open market to understand
if the task that the sales representatives are currently doing on laptops can
be done on I-pads or not. Based on our analyses, below are the observations:
- Since the pre-sales call presentation,
sales material/manual etc. are prepared virtually anywhere by the sales
representatives & also they get assisted by the in-house sales
team, we believe that the detailer can do almost all of their work by
taking I-Pads to the sales call.
- After the recent move of changing our
medical rep software from proprietary system to the web-based (which
offered us good amount of cost savings, keeping in mind the confidential
information still be kept within the corporate headquarters), this newer
web-based software version can be accessed via I-Pad.
- One of the issues of using I-Pads is
the security concern. However since most of the confidential information
will be kept in-house, we do not see a concern unless there was an
oversight by the sales representative which can be controlled by adding
a review process by the sales manager, providing the training &
having clear communication. Also I-Pads can use a mobile device manager
(MDM) system; this technology helps monitor when I-Pads connect with
internal systems. Laptops in comparison do not offer that feature.
For
evaluating the organizational feasibility the result we arrived at was by
understanding if I-pads will work for our organization. Below were the
observations:
- Easy to use: Sales reps would be able
to provide marketing materials/manuals from I-Pads itself, thereby
avoiding the printing which will create a friendly environment and
ultimately lead the detailer to have more time for building rapport with
the physicians. They could present themselves without the physical burden
of carrying the huge bag and thereby get less stressed & pay attention
to the minute details like the photographs on the walls, degrees put up on
the wall & have a casual chat to create a personal interest in the
sales call meeting.
- Training: There will be a 2 day meet
for introducing the functions of I-Pad which can be done in parts across
the different regions. This can be done over a weekend to save the time
for the weekdays.
- Quick access to Information: The
visual charts are an important selling point for a sales representative.
Detailers need to be updated with all latest information. I-Pads in
addition to WIFI provide Hotspots. This technology adds more internet
reliability for our sales reps. Laptops in comparison are mostly
restricted to WIFI.
- Efficiency due to Saving Time:
Amrahp LLC has 2500 sales representatives spread across the country.
The current laptops which uses Windows 7 OS which takes about 3-4 minutes
to boot up. Based on the limited time to see a doctor we need about 30
seconds to 1 minute per interaction. Though the laptop can be put on sleep
mode while waiting for the physician meeting it can still take about 5-8
seconds to resume. It takes approximately 1 seconds to resume. A laptop
battery lasts for about 2-3 hours whereas an I-Pad has the ability to last
for 10 hours, does not need to be on sleep mode. In addition the I-Pad can
run multiple applications at the same time. There are several apps that
can be easily downloaded from the app store for organizing their
appointments, canceled appointments, search for their region & save
time. Sales reps can communicate with the main office through their direct
connection feature that includes communicating with their office managers,
view provider profiles, etc. All other information, such as daily reports,
travel and expense report can be modified through many apps available for
pharmaceutical business.
Finally&
most importantly the evaluation of financial feasibility of implementing I-pads
for our sales representatives, we discussed with the Sales& Marketing head
who is going to do the funding and below is the observation:
- Costs Savings: Laptop costs ranges
from $800 to $1200, with an average of $1,000. An iPad can range from $500
to $800 with an average of $650, considering the expenses for the
accessories like case, screen guard etc. Our total approx. investment for
our 2500 employees when we opted for laptops was $2.5 million considering
it will require an upgrade in 2 years time. As discussed with the CMO,
since we have purchased the laptops last quarter, we have to initially
arrange to sell these laptops so as to get the best possible price &
in the meantime once the contract is received we may buy the I-Pads.
Considering we get 60% of the purchase value in the worst case scenario, our
total approx. investment for iPads would be about a little more than
$100,000 only (assuming we get 60% return i.e. $1.5 million by selling the
laptops & purchase I-Pads for $1.63 million).
Based
on the above observation, I-pads will serve to create a more efficient &
effective work-life for a sales representative. If you have any questions,
kindly do not hesitate to contact Newsy or myself.
Regards,
Nikita
Patel
References:
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