Eyeforpharma Sales & Marketing Excellence 21st - 22nd February 2012 | Istanbul

1. Use innovative mobile
technology to increase sales
Sales & Marketing Excellence Turkey
Eyeforpharma 21st – 22nd February 2012 l İstanbul
tr.linkedin.com/in/serkovan
@serkovan

2. DISCLAIMER #1
DISCLAIMER #1
The statements or opinions
The statements or opinions
expressed in this presentation
are my own
and
do not necessarily represent those of
g g
Boehringer Ingelheim.

3. [Video #1]
[Video #1]
“Rethinking Tools For Pharma Reps”
By Innovation lab of GSW Worldwide
www.youtube.com/watch?v=EzGS6faLgvU

4. [Video #1]
[Video #1]
“Rethinking Tools For Pharma Reps”
Serkan Erkovan shared a video on
his wall to eyeforpharma Turkey
By Innovation lab of GSW Worldwide
g p
group:
“Rethinking Tools for Pharma Reps”
http://www.youtube.com/watch?v=EzGS6faLgvU

5. Internet & Social Media
Internet & Social Media
Impacts
on
Turkish HCPs (n 604)
Turkish HCPs’(n=604)
Boehringer Ingelheim Türkiye

6. Approximately 95%
%
of physicians are active
of physicians are active internet
users

7. They spend approximately…
They spend approximately…
47%
47%
of their time on internet
for
f scientific purposes
f

8. The ratio of internet
The ratio of internet users
following social networking sites is
following social networking sites is
46.9%.
Facebook tops the list.
Facebook tops the list

9. 22%
of the social network followers
provide medical advice to
someone

10. 56.3 % scan articles/literatures
54.2 %
54.2 % Learn specialty developments
44.4 %
44 4 % Get info about clinical studies

11. Daha Fazla Bilgi için:
Daha Fazla Bilgi için:
boehringer ingelheim.com.tr
boehringer‐ingelheim com tr

12. Daha Fazla Bilgi için:
Daha Fazla Bilgi için:
Serkan Erkovan shared a link:
Serkan Erkovan shared a link:
www.boehringer‐ingelheim.com.tr

13. Industry is moving to a new ecosystem…
is moving a new
Pharma 1.0
(the blockbusters)
Pharma 2 0
Ph 2.0
(today’s pharmaceutical
industry)
Pharma 3.0
(Healthy
(H l h outcomes
ecosystem)
Photo Source http://rekslare.deviantart.com/art/Going‐Bananas‐182713386 13

14. “Five years from now, the CEO of a
pharma company should be
company should be
uncomfortable if the CIO is not present at
a key strategy meeting.
a key strategy meeting
That’s how important IT needs to be for
pharma strategy.”
h t t ”
Werner Boeing, Roche
14

15. Big Story, Big Data
Story, Big

16. Bilgi Kirliliği
Bilgi Kirliliği

17. Trending Topic #2012
Picture Source: http://goo.gl/0xpCI

18. Tüm SOsyal kanallarda var olup,
kullanıcı deneyimini gözlemleyin.
Resim Kaynak: http://fav.me/d495918

19. Tüm SOsyal kanallarda var olup,
kullanıcı deneyimini gözlemleyin.
Resim Kaynak: http://fav.me/d495918

20. Google aramalarının %40’ı
Mobil aramaların %50’si
LOkal
google.com/m/places

21. Soru #1
Soru #1

22. Cevap #1
Cevap #1

23. FATİH Projesi: Öğrenmenin
FATİH Projesi: “Öğrenmenin Yeni Şekli”
Şekli
Dijital Sınıflar
Dijital Sınıflar
~ 14 Milyon Tablet
http://www.webrazzi.com/2012/02/13/fatih‐projesi‐ogrenmenin‐yeni‐sekli/

24. You must have MObile in your Strategy

25. Pharma Techs to Think About (#4)
45% 35% 10%
Device
D i
/ Native App vs. Web App
Amazon.com/most‐wished‐for
App b
Deployment
Information Security
15.01.2012
15 01 2012

26. Neden Tablete Geçmeli?
Neden Tablete Geçmeli?
Çok Sektördeki son
“Sümerler de
Sümerler değişikliklerden
değişikliklerden
havalı,
h l kullanıyordu, 3 sonra saha
itibarımız bin yıl hüküm ekibe zengin
artar sürdüler.
sürdüler ” görünmeli
öü li
Bütçede Herkes
para kaldı,
para kaldı “Kervan yolda
Kervan geçiyor,
geçiyor
bu sene düzülür diye ipe bizim de
bitmeden un seremeyiz.” geçmemiz
geçelim
li lazım
l

27. Detail/Simplify Your Business Case
Business Case
1.
1 Speed (Hız)
2. Usability (Kolay Kullanım)

28. #1: Speed
#1: Speed (Hız)
Zaman (Tek tık)
( )
(Ziyaret Kısıtları,
Muayene Süreleri
y
vs.)
Doğru, zengin
içeriğe hızlı erişim
içeriğe hızlı erişim
(Video..)

29. #2: Usability (Kolay Kullanım)
#2: Usability (Kolay Kullanım)
Herkesin
Herkesin Anahtar
Anahtar
tercihi Mesajlara
Odaklanma
Doğru, zengin içeriğe &
D ğ i i iğ &
internete kolay erişim

30. mobil.boehringer ingelheim.com.tr
mobil.boehringer‐ingelheim.com.tr

31. Sample KPI’s
KPI s
• Increase of # detailings
of # detailings
• Information reach (#Clicks to digital
documents like pdfs, literatures, etc.)
• KOL interview video views
KOL interview video views
• Seminar/webinar, virtual congress
registration
i t ti
Partially Source: http://goo.gl/HrE2x

32. A comprehensive benchmarking study
A comprehensive benchmarking study
for pharmaceutical companies
operating in Turkey is underway
in Turkey is underway…
www.onikiconsulting.com

33. Takeaways (#3)
• Start for the Past
Start for
• Ground Rules & KPI’s for the Present
• Talent Management f the Future
l for h

34. [Video #2]
[Video #2]
“A Day Made of Glass 2: Same Day”
A Day Made of Glass 2: Same Day
By Corning Corporation
www.youtube.com/watch?v=jZkHpNnXLB0
t b / t h? jZkH N XLB0

35. Thank you
you.
tr.linkedin.com/in/serkovan
@serkovan