Jay Stribling and Ed Becker of Pharmaceutical Operations Provider, a solution provider at the marcus evans PharmaMarketing Summit 2012, on how to empower sales representatives with the tools they need on the job. Interview with: Jay Stribling, President & Chief Executive Officer and Ed Becker, Partner, Pharmaceutical Operations Provider (POP)

1. Empowering
Pharmaceutical Company
Representatives
Ahead of the event, Stribling and Becker representative empowerment what
give us an overview of iPoint and how was missing?
its use can empower pharmaceutical
marketing through the sales Ed Becker: Sales reps need the ability to
representative. see the entire field that they will be
managing on a given day. In order to
Why do you consider operational succeed, they need to know where they
simplicity a challenge for stand and who their customers are.
pharmaceutical marketeers today? Everything they do must be tracked,
managed and reported so the company
Ed Becker: The challenge I see with can use the information effectively. We
anyone in business is to simplify your consolidate and simplify this process
goals and the means to accomplish and report the key elements in what we
them. call the feedback-loop dashboard that is
visible to all the players.
Operational Simplicity is our solution for
pharmaceutical companies looking to
connect the dots among their business
objectives, sales team, and customers.
The idea is to create simple goals that Sales reps
can be measured by all the players at
any time. iPoint and the Hub allow you
to do that.
need to know
How are iPads changing the face of
where they stand
Interview with: Jay Stribling,
President & Chief Executive Officer
pharmaceutical marketing? How
could they be better utilized in the and who their
and Ed Becker, Partner,
Pharmaceutical Operations Provider
pharmaceutical industry?
customers are
(POP) Jay Stribling: The iPad provides the
ideal interface for presenting and
recording your marketing efforts.
Pharmaceutical companies must give How can the iPad impact brand
their sales representatives the tools The days of printed marketing materials loyalty?
they need to succeed. This includes real are fading fast. The ability to display
time transaction processing and and deliver the message electronically in Jay Stribling: While the iPad alone will
physician validation at all times, say Jay a dynamic way has huge potential. It’s not build and maintain relationships, it
Stribling, President & Chief Executive much more than being highly cost- does provide some common ground for
Officer and Ed Becker, Partner, effective. It also about being able to the reps to break the ice with their
Pharmaceutical Operations Provider record and track the rep’s presentation customers. It does help in terms of
(POP). A solution provider at the times and content presented, to achieve communicating a strong consistent
marcus evans PharmaMarketing the most effective message. message if utilized correctly; iPoint
Summit 2012 in Wheeling, Illinois, bridges the relationship gaps. It also
April 30 - May 2, POP has developed an At the end of the day, this is about helps new sales reps familiarize with the
intuitive application that gives sales increasing sales and improving the client and what other reps have
representatives that ability on an iPad. organization’s bottom line. Is sales communicated to them.

2. About the PharmaMarketing Summit 2012
The Marketing Network -
marcus evans Summits group
This unique forum will take place at the Westin Chicago North Shore, Wheeling,
delivers peer-to-peer information
Illinois, April 30 - May 2, 2012. Offering much more than any conference, exhibition
on strategic matters, professional
or trade show, this exclusive meeting will bring together esteemed industry thought
trends and breakthrough
leaders and solution providers to a highly focused and interactive networking event.
innovations.
The Summit includes presentations on social media, healthcare reform and how to
approach emerging markets.
www.pharmamarketingsummit.com
Please note that the Summit is a
Contact
closed business event and the
number of participants strictly Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits
limited. Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
For more information please send an email to info@marcusevanscy.com
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About Pharmaceutical Operations Provider
POP provides Operational Simplicity to pharmaceutical companies through iPoint Mobile for iPad and The Hub, a PDMA compliant
Web-based SFA tool. The first truly cloud-based SaaS software product for the pharmaceutical industry, the Hub provides CRM,
sample accountablility, expense and timesheet management, and integrated prescriber validation services.
For more information: www.getpop.net
About marcus evans Summits
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For more information, please visit: www.marcusevans.com
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To view the web version of this interview please click here: www.pharmamarketingsummit.com/JayStriblingEdBecker