Sales Visioner

the Pharmacentric white paper

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English edition Volume 3
Q2 2012

The EGIS SFE approach!
Android fights back iPad.

Free way of Doctor Meetings. We have tested it.

Greg Zurnamer: What to do different in 2012?

AMGEN/Watson Pharma Acquisitions Accessories: Your fancy iPad rep

sales.visioner NEWS Feed

Watson/Actavis
Watson now third largest generics company with Actavis acquisition

Watson Pharmaceuticals (Watson) has confirmed a definitive agreement to acquire privately-
owned generics firm Actavis for an upfront payment of Euros 4.25 billion. The acquisition of
Actavis makes Watson the third largest generics company in the world, with US$8 billion in
combined revenue expected during 2012.

Pharma and Web
Pharma is a Leading Sector in web effectiveness

Pharmaceutical companies, particularly European drugmakers, rank
among the world’s best corporate communicators online, according
to a new analysis.
The sixth Financial Times Bowen Craggs Index of web effectiveness,
which claims to be "the only comprehensive source of comparable data on companies’ corporate
digital presence", notes that six of the top 20 rated companies are in the pharma sector. The
methodology used in the index gives the highest scores to companies that have websites "that are
well built, well integrated with other channels (eg YouTube or social media), present the
companies messages most impressively, and serve a range of stakeholders well".
Roche is rated as having the most effective website of all pharmaceutical companies, and comes
fifth overall, while Novartis comes second in the industry and eighth overall. AstraZeneca ranks
third in the pharma sector and 13th in the index.

Amgen
Amgen buys Turkish generics manufacturer

US biotechnology giant Amgen announced on 25 April 2012 that the company will pay US$700
million to gain a majority share (95.6%) in Turkish generics company Mustafa Nevzat
Pharmaceuticals (MN). The deal will significantly expand Amgen’s presence in Turkey and the
surrounding region, which are large, fast-growing, priority markets for Amgen.

media-soft.info sales.visioner 02


We have discovered the most amazing
accessories and add-ones for your
iPad. Now, when every rep has it, you
need to point with innovative and
quite cheap accessories.

You fancy iPad Rep.
1. Kensington PowerBack Case, 79,99€

While the iPad offers entrepreneurs ample productivity tools and
entertainment solutions, heavy app or wireless usage can suck the life out of
your battery–fast. Add up to five extra hours of juice with this protective, battery-powered case. It
also has a built-in kickstand for better viewing in portrait, landscape, or typing modes.

2. Wacom Bamboo Stylus, 29,99€

Effective as the iPad's touchscreen may be for casually drawing or jotting down
notes with a finger, graphic designers, artists, and architects may find it offers
inadequate precision when performing complex tasks.

3. SENA Keybord Folio, 149,99€

This leather carrying case has an integrated Bluetooth keyboard and folding
kickstand. Beyond the obvious benefits of protecting your device and giving
you a more comfortable way to type, it's also elegantly designed. Heck, it's even
fashionable. Be prepared to pay for the style, however: Units don't come cheap.

03 sales.visioner media-soft.info


Source: Inc.com

Use some of our tips which you can
implement in your business and pri-
vate life. Ideal for sales and marketing
people.

Become the PR monster.
1. Find a problem to solve. You want to publicize your expertise. Journalists want to cover
popular and emerging topics. Bridge the gap by shedding light or new perspectives on trending
issues, and you create a win-win scenario. There's no need to come up with your own brilliant
story idea: Events already in the news provide a useful time hook.

2. Fit your pitch into one sentence. Decide what makes your company or product unique, and say
it briefly enough to fit into email subject lines and the headlines of supporting press releases.
Messaging must be short and sweet, as you have less than 10 seconds to make an impression.
When possible, tie announcements to unique giveaways, promotions, or events as well—
especially eye-opening surveys or research projects whose findings provide immediate discussion
points.

3. Target specific outlets and writers. Skip the shotgun approach and carefully target individual
magazines and section editors. Look for writers who frequently cover related topics, and send a
direct, personalized email tailored for both their media outlet and individual section. One size
does not fit all: Custom tailor every piece of communication.

4. Don't forget the call to action. Passive promotional tools like press releases and newswire
distributions are easily ignored. To improve results, couple campaigns with direct calls to action
that invite user participation: cast a vote, upload video entries for entry into online contests, like
your company on Facebook in exchange for money-saving coupons, etc. Your goal is to invite
users to join in the conversation around your brand.

sales.visioner

Sales Vision® iTouch iPad

The First and Leading Standalone iPad
Pharma CRM solution with GPS.

“Based on an extensive analysis of the Pharma CRM systems available,
we opted for Sales Vision iPad from Media-Soft given the quality
(Apple approved), flexibility (modular), service and availability in the
local language. In addition, the package is offered at an acceptable cost,
Mr Roberto Colauto, the Managing Director of Aurobindo Italy.”

www.media-soft.info


sales.visioner THE new PATH

Some of the best FREE app which can
help and innovate your business dur-
ing meetings, collaboration and other
kind of meetings.

FREE way of Meetings.
W
hat if you could manage tations or PDFs thru DropBox after which
meetings in a new way? We you can upload or recall them from the idea
don't speak about the typical flight app. Idea flight enables to share in real
PowerPoint tool which is designed and time over iPads your presentation or content
structured around some advises we mean a to all people in the meeting room (up to 25
new way of leading business meetings. attendees).

With such apps you can design or have new
and fancy presentations designed in Key-
note or PPT but the distribution of the con-
tent is really amazing. Now, what will hap-
pen when doctors will have iPads as their
standard tool for work? You could manage
The classic internet meeting tools like Lotus any kind of content by avoiding high expen-
Live Meetings or WebEx are cool but used sive CLM solutions. The content design is
by lots of people. So its not a new way of not easy but a new way of distributing the
being different. There is one tool called idea content sometimes is because many genius
flight which is available on the iPad. The IT companies worldwide are trying to make
idea of this new tool is to store your presen- our life easer.


sales.visioner FROM THE FIELD

Live from Turkey where EGIS Russia
has implemented its new sales field
strategy working with Samsung
Galaxy Tab and the all new amazing
Sales Vision Android CRM.

EGIS Approach
and the new sales

S
peaking from Turkey, Antalya. Weather standalone app on Android devices! It’s called
is nice but unfortunately there is no Sales Vision Android coming from Media-Soft
time to enjoy the amazing seaside and
sun. What has happened in Antalya is some
kind of magic. Once a while you can feel that a
new path and shift is going on but here we felt
like on the MacWorld event and it wasn’t a Ap-
ple event at all. We are speaking about the
EGIS guys and approach.

It’s a miracle. Reps love it!

The reason why we are speaking from Antalya
Inc. Besides that this all new Sales Vision An-
is that we have participated at the EGIS cycle
droid CRM enables GPS tracking, detailed doc-
meeting where they have launched a new CRM
tor mapping and profiling, same as the com-
solution for the entire filed force. Well, what is
plete integration of sales and marketing activi-
so exciting about CRM? Everybody has it so
ties on the field but also from the office. This is
who cares about another implementation?
CRM and sales in a new way while results are
Here we are talking about the Pharma CRM of
already visible in the increase of sales, effec-
the next generation which work as a
tiveness, mobility and information value!



The RIXOS resourt where the traning and roll out was realized.

EGIS Russia has searched for an all in one sons as the Sales Vision advantage.
CRM tool which can indeed enable benefits for “Now why we have selected Sales Vision.
the reps but same for the managers. Now this There are following reasons (but this is not
is possible with the Sales Vision Android. Reps ranking)
are happy since their work is done on the field 1. Media-Soft accepted our approach of think-
while managers in their offices enjoy in real ing and recommendation to modification
data and robust analytics from sales, GPS coor- 2. Their share our business understanding
dinates, call statistics and some amazing secret 3. Media-Soft is flexible vs. your competitors
processes called Doctor Profile or Pharmacy concerning many scopes
Module. Media-Soft has really done the An- 4. Media-Soft position is to intend to listen and
droid app so fancy, intuitive and easy for the understand us, our vision, thoughts and for-
reps that they love it! At the end of the training mats of the final result
we have been really surprised when more than 5. The Sales Vision solutions includes mobile
30 reps have shared their opinion about Sales terminals (based on Widows mob., OS and An-
Vision Android by writing lyrics or quite posi- droid)
tive testimonials. 6. Sales Vision solution includes GPS module
7. Price/functionality ratio
We also have got an exclusive inside from the 8. Attitude and really high professionalism of
National SFE Director of EGIS Russia, Mr Media-Soft team”
Lukyanov. He highlighted the following rea-



It’s Tuesday and we need to leave Antalya. A Tablet market. As all know Apple was the pio-
fast taxi is driving us to the Airport and it takes neer in this field while Android and others has
more than one hour. I think about the words of just followed the path but we must admit quite
the SFE Director which are even not so im- successfully. I doubt that Steve Jobs was think-
portant after this training and introduction of ing about helping the pharma industry when
the new CRM to the EGIS reps. What is im- his company created the iPhone and later on
portant and this don’t happens so often is that the iPad, but he is a visionary, so you never
reps enjoy and love the solution! Sales Vision know. Pharma marketers are always looking
and Media-Soft have done it and that’s the for the next big thing that they can be the first
most important think at the end. This will not to try, that’s “innovative”, and that will put
be another CRM which reps will use only be- their products ahead of everyone else. I have
cause they have to. noticed, though, that it takes pharma quite a
while in many cases to catch up. Android is
iPad and other Tablet followers. This is the also a nice device but if we are honest we can
reality! state that it’s a very good copy of the iPad and
Apple logic. From the user-interface and even
The amazing new approach is just a sequel of some icons and like the eBook. Android is a
the Apple innovative approach to develop the quite good generics.

EGIS National Sales Director
with the Sales Vision An-
droid is extremely satisfied.


sales.visioner THE SFE group

We present one of the most
powerful Pharma SFE groups
on LinkedIn called Pharma
SFE Club. Best of all its our
official group with a huge
sucess.

The on LinkedIN
biggest SFE group

L
inkedIn is a amazing platform to share or even writers thru our group. The group is
or see what is happening in your busi- closed since our idea is to have a club model in
ness network. There are even some which you can enter if you are lineked with the
business or people who have gain direct profit industry to avoid promotional or spam activi-
from this business network. I am one of them. ties. Now we have close to 2000 members
which is a quite nice success and most of them
What is also important is the possibility to is coming from Asia, leading by Pakistan, Chi-
share some opinions, best practice, advises and na and some other markets which is a quite
more thru this powerful network. More than interesting fact. In best weeks we have more
one year ago we have created our official than 100 new members which are participating
group dedicated to Pharma SFE, Marketing in our pharma conversation. You can join and
and Sales topics called “Pharma Sales Force Ef- find us within LinkedIn by typing this key-
fectiveness Club.” word into the Search bar: “Pharma Sales Force
The idea was to promote the crucial news, Effectiveness Club.” See you soon.
trends and other hot topics inside pharma. On
daily basis we receive comments, suggestions


sales.visioner OPINION

By: Greg Zurnamer

What to do different in 2012?
Our natural instinct should be to identify actions that have delivered and lev-
erage those and to try and avoid the ones that have failed or at least that’s what
I am told.

O
nly when your product starts to spend and more branding action plans seem
solve your customers problems to have dominated their consensus. The idea
does it become a potent force" - of doing more of the same and expecting a
Craig Stull, TUNED IN different result as professed by our gurus

The Fatman and the Baldy Guy where once seemed like a viable option. Was this a case of
again locked in protracted debate about the insanity or just one of pure brilliance?
future of their individual domains. They each Many sales professionals are at this time of
had made significant gains on the corporate the year confronted with the same challenge
ladder in recent times and were now tasked as our two intrepid leaders. How will the new
with the tremendous responsibility of leading target for the year be achieved. Our natural
instinct should be to identify actions that have
...we are conditioned to believe delivered and leverage those and to try and
that as soon as our competitors avoid the ones that have failed or at least
have a price advantage that we that’s what I am told. Sadly many sales pro-
are dead in the water... fessionals, will after trying for a short while,
their new teams to new heights. The smoke
just continue doing more of the same and
filled room echoed with the remains of count-
hoping it works.
less ideas and opinions on how to solve their
New research has indicated that there is much
pressing problem. The idea of increased call
that can be done to improve sales results
rates, more field time, increased customer
away from the traditional focus.



Many of these issues are quite revolutionary events that force change to happen. An exam-
and might require some thought and ponder- ple of such a trigger event could be a new re-
ing. sistant bug found in the ICU for the first time
or the impact of the recession on patient’s
Here are some suggestions that will positive- ability to pay for services. Each of these events
ly impact your results. is so significant that it will force doctors to
change behaviour. If you are able to under-
Ask more questions during each sales call – stand and assist clients in avoiding or han-
This might seem logical but there is a glaring dling such events then this will place you
absence of good quality questions in sales above the opposition on the value scale. The
calls today. Most of the time sales people are likelihood is increased and more loyal sup-
port
...trigger events are those events
what force change to happen...
Forget about building relationships – This
topic has always been the most contentious
so eager to get to sell something that the most issue to address. Throughout my selling ca-
important part of the sales call is neglected. reer I was continuously told that building re-
One of the important differences between av- lationships was the key to success and that if
erage sales reps and those who succeed is my doctors liked me they would support me.
their ability to ask focussed and relevant It now turns out that, this fact like so many
questions. None of the “what do you pre- other “sales truths” is just a figment of some
scribe doctor, why do you prefer the opposi- sales manager’s imagination. The research
tion drug, wara wara wara” nonsense. These and evidence now suggest that those sales
questions only serve to infuriate doctors and people who profess to be relationship builders
will most certainly lead to a premature end to are no more successful than the other mem-
the sales call. bers of the team who do not. These relation-
ship building efforts have been in vain and a
Understand the trigger events that occur in huge waste of money. The truth is that rela-
the doctors lives – Trigger events are those tionships are a result of what you do and a

media-soft.info 12


pre-requisite to sales success. Focus more on attempt to compensate many original manu-
increasing the customer’s sales experience and facturers have now launched their own gener-
less on building a relationship and you might ics (sorry clones). These successes are short
end up with both support and a valued rela- lived as the real problem is not the price but
tionship. rather the lack of valued differentiation. If you
fail to differentiate your brand then your cus-
Differentiate in a big way – We are in an era tomer will do it for you and then it will most
of unparalleled commoditization of a once likely be on price. Many sales people report
protected and highly profitable market. Many that price is the customer’s main objection but
of the traditional brands have lost their patent research has indicated that it has no more
protection and position in the market. In an than a 9% effect on decision making and loy-
alty. It is only through proper customer spe-
...focus more on increasing the cific differentiation that you will be able to
customers sales experience and create relevance and support for what you
less on building a relationship... sell.

Be our KOL
If you want to write for our white paper,
sales.visioner kindly let us know and contact
us under—
salesvisioner@mysalesvision.com .

Greg Zurnamer is the Sales Vision distributor for South Africa and the
owner of HWA Advertising.
You can reach him on - gregz@hiredresults.com


sales.visioner Casual

 Merck Begins Global
Creative Review
Next edition Health care titan Merck parent to
Can pharma implement Guerilla brands such as Claritin, Nasonex,
marketing?! Dr. Scholl's and Coppertone -- is
embarking on a global creative
agency review, according to various
industry executives.
A request-for-information document
has been circulated to global
agencies by the Whitehouse Station,
N.J.-based marketer in recent days.
The RFI indicates that the company,
which in 2010 ranked as the world's
No. 3 prescription-drug marketer
behind Pfizer and Novartis per
market research firm IMS Health, is
seeking global marketing ideas for
its consumer health-care business.
According to the RFI, the consultant
conducting the process is New York-
based Avi Dan Strategies.

FIND OUT FIRST! According to Ad Age's Datacenter,
Merck is the 38th largest national
If you want to receive notification that new advertiser, spending $921.1 million
sales.visioner is out register by: in the U.S. alone. Globally, the
1. Send an email at salesvision- company is estimated to devote well
er@mysalesvision.com or over $1 billion to advertising.
2. Send an empty sms at +44 77 65 806 285 Branded websites are the most
effective form of pharmaceutical

sales.visioner marketing, and are highly effective

Contact us: info@mysalesvision.info at generating new patient starts and
refills, according to a study by
©2012
All rights reserved. No part of this white paper may be copied, repro- comScore, Inc.
duced, transmitted, photocopied, recorded without the prior written con-
sent of the publishers.
Source:AdAge.com

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