experience in workforce mobility with iCRM on iPad. Apps and more for leveraging reps experience

1. iCRM and apps for
revolutionizing reps experience
November 2012
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2. Chiesi Group: – Facts & Figures
2011 Key facts Therapeutic focus:
Founded in 1935/ Privately owned • Respiratory diseases
Employees: 3,814; 1,507 in Italy
Revenues: 1,056 M € • Cardiovascular & metabolic disorders
R&D investments: 150.3 M €
Direct Affiliates: 24 • Neonatology & Special Care Diseases
Geographic focus: Europe
Corporate Sales (millions €)
1.200 Italy Affiliate Export
900
600
300
0
2007 2008 2009 2010 2011
Headcount 2,956 3,243 3,534 3,737 3,814
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3. Chiesi is investing in a new R&D Center
Opened October the 3rd 2011, the new Parma R&D Centre hosts
more than 300 researchers working togheter on innovative Respiratory
drugs discovering
Sustainability,
automation, flexibility,
openness and
communication are
the keywords of this new,
state-of-the-art facility
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4. Agenda
• Introduction: mistakes from the past and
technology evo
• iCRM: all-in-one for reps
• eDetailing: Chiesi way
• Apps, apps and more...
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5. Some mistakes from the past
• Technology momentum: HW not ready for multimedia and touch
• Sales&Marketing iper-engineering: a contraddiction in term
• Reps (field force) involvement in the process: almost null
• CRM system: at a very early stage and not ready for mobile
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6. Last years Technology evolution
Technology Evo for Pharma reps, password: mobile
90's PDA (personal digital assistant)
90's notebook
90's ETMS (electronic territory management system)
90's mobile phone
2K's CRM (Microsoft Dynamics, Oracle Siebel, Cegedim Teams etc...)
2K's notebook (lighter and thinner)
2K's CLM system (closed loop mktg)
2K's mobility data connection (gprs, umts and 3G connection)
2K's smartphone (from 2K07)
2K10 post-pc era (starting apr10 with iPad launch)
2K11 CRM for Pad
......decade by decade, years by years, more and more mobile
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7. Agenda
• Introduction: mistakes from the past and
technology evo
• iCRM: all-in-one for reps
• eDetailing: Chiesi way
• Apps, apps and more...
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8. CRM state of the art
CRM goes mobile: it's a matter of fact
Starting from 2Ks years almost every CRM system starting goes mobile
with huge benefits for reps and, really, some problems.....You can teach
an old dog new tricks… sometimes
Customer db on mobile: enable efficient commercial performance
leveraging insights on your stakeholders when reps need it. Stay
connected with vital customers data.
Operation infos with real-time update: increase efficiency and
effectiveness
Customers insights: survey and dedicated modules to get the most from
your customers. Targeting and profiling features available on the go.
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9. Chiesi SFA evolution
2013
Reps Total Mobility on LTE
2012
Post-PC era
iAnalytics and CLM
2011
iCRM and apps
2006
CRM web
2005
DWH
2001
ETMS Pharmony
1999
SIC
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10. iCRM: full purpose mobile CRM
Native CRM app for iOS
All CRM web modules porting from notebook to mobile: call
reporting, sample management, hospital network management,
Market Access db, expenses management, SFE and BI reports (e.g.
IMS territorial data always available)
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11. iCRM: full purpose mobile CRM
Native CRM app for iOS
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12. iCRM: iAnalitycs, world of numbers
Using Microsoft SQL 2008 R2 engine, full iOS compatible,
we offer to reps same experience of reporting as they
are used on CRM web.
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13. iCRM: event management module (GIL)
Event creation and management, District Manager
budget allocation and physicians enrollment
GIL manages all internal approval for every event
(Medical approval, Legal approval etc...)
GIL manages all controls about physicians age and ID,
number of partecipations etc...
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14. Agenda
• Introduction: mistakes from the past and
technology evo
• iCRM: all-in-one for reps
• eDetailing: Chiesi way
• Apps, apps and more...
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15. eDetailing in Chiesi
Keep it as simple as possible: avoid rocket science
• Use some simple pdf at the very beginning
• Introduce, starting from second wave, interactive graphs and
data
• Evolve to eDetail dedicate app (.ipa format) only when you, and
your reps, will be confident and sure of effectiveness
• Keep in mind that customers still remain the same: needs of
differentiate approach and materials (some of them refuse
eDetailing....YES, they do!)
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16. eDetailing in Chiesi
Keep it as simple as possible: avoid rocket science
• Starts with flagship products and Specialty Care Lines
• Analyze big data and trend first!
• Work very close with Mktg,Sales, Training and IT
• Let's go deep in some example...
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17. eDetailing in Chiesi: Neuro Specialist case
Keep it as simple as possible: avoid rocket science
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18. Agenda
• Introduction: mistakes from the past and
technology evo
• iCRM: all-in-one for reps
• eDetailing: Chiesi way
• Apps, apps and more...
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19. Apps, apps and more...
• Design&Develop apps for SFA: Incentives
• Using Apple Store at full potential
• Change Microsoft Office paradigm into iWork suite (at least try to do
it!)
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20. Apps for Sales Force Automation: Incentive tool
Killing app for sales target definition and reps
rewarding.
Offer to District Manager full access to FY, quarter
and month target by units and promoted pdts.
District Manager can analize team performance and
target realization
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21. iCRM: lessons learnt
• An expensive, risky undertaking, but with the potential for increases in
revenues and profits. Why?
1. 1h per reps per week saved
2. less TCO costs
3. real time customers info
4. Happy users
• The incremental approach is always best: move as quickly as possible
to deliver benefits (in Chiesi we started from call reporting module)
• Effective and perceptive communication between IT and the business
side of the organization is critical (in Chiesi we have Knowledge and
Technology department together)
• Ensure that the CRM mobile architecture will scale to future needs
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22. Conclusions
• Developing mobile applications is easier than building infrastructure
which is easier than organizational, e.g. reps skills, transformation
• Any CRM mobile initiative requires hitting all three targets to some
extent
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