E-Detailing

March 2007 Conference

Julie Lawson

Agenda – Conference Training

Introduction to e-detailing

Proscape Software training

Introduction to detail aids

Round Robins

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Agenda – Regional Meeting Training

Skills Drills Basic Intermediate Advanced

Round Robin Group Presentation Skills

Best practice and top tips

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Introduction

Research into effectiveness

Training outcomes

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Effectiveness

Is e-detailing going to work?

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The Research Groups

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Access

Will e-detailing have an impact on access?

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Access

• Participants reported no change in physician access

• Many Wyeth reps reported a better “total office call”

Will Access be affected?

Access to HCPs

220

6

39

0

10

20

30

40

50

Much Betterw/ paper

Somewhatbetter w/

paper

No Difference Somewhatbetter w/

SWI

Much Betterw/ SWI

# R

esp

on

ses

Likelihood to See a Rep Carrying the Tablet Over One Who Did Not

33%

67%No More

Likely to SeeRep with

Tablet

More Likely to See Rep with

Tablet

(n=46)

• Majority of HCPs interviewed reported that they’re no more likely to see a rep because they are carrying a tablet

• One-third of HCPs indicated they are more likely to see a rep with a tablet

(Apdx A, 13)

Field Survey

80%

12%

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Duration of calls

Will it take longer to detail customers?

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Will call duration be affected?

Call Duration

• Participants were getting more time initially

• Subsequent calls returned to baseline

Same Amountof Time as

Usual

More TimeThan Usual

Less TimeThan Usual

(Apdx A, 14)

Length of details with HCPs

25

13

12

8

0

10

20

30

Much Betterw/ paper

Somewhatbetter w/

paper

No Difference Somewhatbetter w/

SWI

Much Betterw/ SWI

# R

esp

on

ses

• 61% of HCPs perceived no change in length of the detail

61%

18%

21%

(n=46)

Length of Tablet Detail Relative to Traditional Detail

Field Survey

16%

51%

27%

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Multiple product details

How will this affect 2nd and 3rd product details?

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Efficiency in the call

Quality of Details

• Many participants reported improved efficiency within the allotted call time:

Ability to incorporate multiple messages during a product detail

6

1

9

1815

0

10

20

Much Betterw/ paper

Somewhatbetter w/

paper

No Difference Somewhatbetter w/

SWI

Much Betterw/ SWI

# R

esp

on

ses

Ability to respond to questions or objections from HCPs

41

7

2116

0

10

20

30

Much Betterw/ paper

Somewhatbetter w/

paper

No Difference Somewhatbetter w/

SWI

Much Betterw/ SWI

# R

esp

on

ses

• Quickly able to respond to questions • Getting in more messages

Secondary / tertiary product details

• Participants have reported an improved ability to bridge to 2nd and 3rd products

Ability to detail multiple products during a call

16 17

8

1

7

0

10

20

Much Betterw/ paper

Somewhatbetter w/

paper

No Difference Somewhatbetter w/

SWI

Much Betterw/ SWI

# R

esp

on

ses

Field Survey Field Survey

Field Survey

8%

33%43%

14%12%

31%37%

18%

14%

33%35%

16%

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Impact on Customers

What is the overall impact on customers?

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Impact

65%

28%7%

Better

Worse

Same

Overall Comparison of Tablet Details to Past Details Without a Tablet

(Apdx A, 12) (n=46)

Impact of visual aids on HCPs

24

12

50

8

0

10

20

30

Much Betterw/ paper

Somewhatbetter w/

paper

No Difference Somewhatbetter w/

SWI

Much Betterw/ SWI

# R

esp

on

ses

Impact to Detail

• Participants perceived that SWI had more impact on their HCPs than paper materials

• 65% of HCPs felt that details with SWI were better than past details without a Tablet PC

Field Survey

16%

49%

24%

10%

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Customer perception

Is e-detailing acceptable to customers?

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Comparison of Electronic Tablet Detail to Traditional Detail on Each MeasureTest: Recall Tablet (n=46)

ElectronicTablet = Worse(1 -3 Rating)*

ElectronicTablet = Better(7 -9 Rating)*

Clarity of the information being presented

Amount of information available to the rep

Efficiency with which the detail was conducted

Ability of the presentation to hold your interest

Ability of the rep to focus on issues of specific concernto you/relevance to your practice

Amount of new information/learning that you tookaway from detail

Ability of the rep to answer questions/concerns

Overall value of the experience

Is the tool accepted by customers and sales reps?

HCP Acceptance

• HCPs who were detailed with SWI generally rated tablet details higher than recent details without a tablet

*1 - 9 scale used where "1" meant that the tablet detail was "much worse" and "9" meant "much better."

2%

11%

5%

9%

9%

2%

5%

0%

51%

64%

72%

75%

78%

46%

37%

72%(Apdx A, 16)

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Training Outcomes

Be able to open and close Proscape

Be able to open single and multiple detail aids

Be able to update Proscape

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Opening and Closing Proscape

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Opening Proscape

Double Tap Proscape Icon

Or push the Esc button

Pushing the Esc button looks more professional.

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Opening a detail

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Tap here to start a detail.

Blue text shows that the detail has previously

been opened.

Green text shows that the detail has not been

opened.

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Closing a detail

Tap on the Actions button to open up this menu.

Tap onto Exit to shut down Proscape.

Tap on Exit to Start Page to close the detail and

return to the home page in Proscape

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Multiple Product Details

Tap the box to the left of the products to be

detailed. The numbers in brackets denote the order in which the products will

be presented.

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The Reload Button

This is the reload button

Remember to tap this button after you have finished practicing a detail

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Navigating through the details

Tap on the tabs at the foot of the detail aid to move from

one section to another

Tapping again on a tab will show any related content for

a section which can be displayed by tapping on the

subject you want e.g. Dosage and administration.

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Holding the Tablet

How would you use the tablet pc in the following sales situations?

Face to face calls in consulting room. Small group presentations (less than 4 people, no projector). Larger group presentations with projector Short encounters in e.g. corridors

Think about environmental factors which may affect how you use the tablet pc to detail.

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S.O.Ps

The tablet pc must be charged up overnight, every night to ensure maximum battery power for the following days activity.

Updates must be carried out 3 times per week on Monday, Wednesday, and Friday. This will ensure you have the most up-to-date detail aids to present.

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Updating the Detail Aids

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The updating process performs updates to your detail aids; it will delete withdrawn detail aids, add in new information to existing detail aids, and

will also upload any new detail aids.

This process MUST be carried out 3 times a week; on a Monday, Wednesday and Friday.

Failure to update will mean possible breaches of withdrawal FoU’s, and will lock Proscape to stop any detail aids being viewed.

The process usually only takes around 2 min to complete.

The Updating Process

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Firstly, connect to the network via either broadband VPN or PAL dial-up. Then, in the Proscape Start Page, click Offline Mode, then Check for

Updates.

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Enter your password (this will be the same as your password that turns on your Tablet PC, i.e. ff+payroll number), then click Next.

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Proscape will now log onto the system and check for any necessary processes to perform.

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Once the checking process has finished, click Next.

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Proscape will now perform the update process. To allow the process to complete, please do not open and use other programmes during this process.

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Once the Update has finished, click Close to return to the Proscape Start page.

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Detail Aid Familiarisation

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Detail Aid Familiarisation

Look at each page of your detail aids

Locate all the pop-ups, expanding graphs, and references etc.

Use the product scenarios to help you visualise how you will use the e-detail aids.

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Round Robin Sessions

Each product will be detailed in a round robin.

Think about questions which should be asked on each page.

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Agenda – Regional Meeting Training

Skills Drills Basic Intermediate Advanced

Round Robin Group Presentation Skills

Best practice and top tips

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Skills Drills

Review basics skills

Opening and closing Proscape Opening detail aid/s Navigation Closing detail/s The Reload button

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Intermediate Skills Drills

Use the Intermediate Role Plays

Delegates to be grouped into twos

Each delegate to complete one detail each, swapping roles.

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Advanced Skills Drills

Use the Advanced Skills role plays

Delegates to be grouped into different pairs

Competency checklists to be completed by the “listening” delegate.

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Top Tips and Possible Issues

Your opportunity to share top tips

Possible issues

Completion of QSE20 forms.

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Technical Difficulties

If your tablet pc breaks down, is lost/stolen you must inform the I.T. Helpdesk immediately

If you have any “how do I” questions, please contact your I.T. Trainer;

North – Fraser Drummond (VPN 891402) Midlands – Julie Lawson (VPN 891163) South – Ruth Irvine (VPN 891288)