sales visioner

Greg Zurnamer: What to do different in 2012?

Free way of Doctor Meetings. We have tested it.

The EGIS SFE approach!The EGIS SFE approach! Android fights back iPad.Android fights back iPad.Android fights back iPad.

sales.visioner English edition Volume 3 Q2 2012

the Pharmacentric white paper

Supported by

AMGEN/Watson Pharma Acquisitions Accessories: Your fancy iPad rep

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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.

http://www.media-soft.info/


Youfancy

iPad Rep.

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.

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.

media-soft.info 03 sales.visioner




Become the PR monster.

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

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.

Source: Inc.com



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


WW hat if you could manage

meetings in a new way? We

don't speak about the typical

PowerPoint tool which is designed and

structured around some advises we mean a

new way of leading business meetings.

The classic internet meeting tools like Lotus

Live Meetings or WebEx are cool but used

by lots of people. So its not a new way of

being different. There is one tool called idea

flight which is available on the iPad. The

idea of this new tool is to store your presen-

tations or PDFs thru DropBox after which

you can upload or recall them from the idea

flight app. Idea flight enables to share in real

time over iPads your presentation or content

to all people in the meeting room (up to 25

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

any kind of content by avoiding high expen-

sive CLM solutions. The content design is

not easy but a new way of distributing the

content sometimes is because many genius

IT companies worldwide are trying to make

our life easer.


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.


SS peaking from Turkey, Antalya. Weather

is nice but unfortunately there is no

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

is that we have participated at the EGIS cycle

meeting where they have launched a new CRM

solution for the entire filed force. Well, what is

so exciting about CRM? Everybody has it so

who cares about another implementation?

Here we are talking about the Pharma CRM of

the next generation which work as a

standalone app on Android devices! It’s called

Sales Vision Android coming from Media-Soft

Inc. Besides that this all new Sales Vision An-

droid CRM enables GPS tracking, detailed doc-

tor mapping and profiling, same as the com-

plete integration of sales and marketing activi-

ties on the field but also from the office. This is

CRM and sales in a new way while results are

already visible in the increase of sales, effec-

tiveness, mobility and information value!


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 and the new sales

Approach

sales.visioner FROM THE FIELD


sales.visioner

EGIS Russia has searched for an all in one

CRM tool which can indeed enable benefits for

the reps but same for the managers. Now this

is possible with the Sales Vision Android. Reps

are happy since their work is done on the field

while managers in their offices enjoy in real

data and robust analytics from sales, GPS coor-

dinates, call statistics and some amazing secret

processes called Doctor Profile or Pharmacy

Module. Media-Soft has really done the An-

droid app so fancy, intuitive and easy for the

reps that they love it! At the end of the training

we have been really surprised when more than

30 reps have shared their opinion about Sales

Vision Android by writing lyrics or quite posi-

tive testimonials.

We also have got an exclusive inside from the

National SFE Director of EGIS Russia, Mr

Lukyanov. He highlighted the following rea-

sons as the Sales Vision advantage.

“Now why we have selected Sales Vision.

There are following reasons (but this is not

ranking)

1. Media-Soft accepted our approach of think-

ing and recommendation to modification

2. Their share our business understanding

3. Media-Soft is flexible vs. your competitors

concerning many scopes

4. Media-Soft position is to intend to listen and

understand us, our vision, thoughts and for-

mats of the final result

5. The Sales Vision solutions includes mobile

terminals (based on Widows mob., OS and An-

droid)

6. Sales Vision solution includes GPS module

7. Price/functionality ratio

8. Attitude and really high professionalism of

Media-Soft team”

media-soft.info 08


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


It’s Tuesday and we need to leave Antalya. A

fast taxi is driving us to the Airport and it takes

more than one hour. I think about the words of

the SFE Director which are even not so im-

portant after this training and introduction of

the new CRM to the EGIS reps. What is im-

portant and this don’t happens so often is that

reps enjoy and love the solution! Sales Vision

and Media-Soft have done it and that’s the

most important think at the end. This will not

be another CRM which reps will use only be-

cause they have to.

iPad and other Tablet followers. This is the

reality!

The amazing new approach is just a sequel of

the Apple innovative approach to develop the

Tablet market. As all know Apple was the pio-

neer in this field while Android and others has

just followed the path but we must admit quite

successfully. I doubt that Steve Jobs was think-

ing about helping the pharma industry when

his company created the iPhone and later on

the iPad, but he is a visionary, so you never

know. Pharma marketers are always looking

for the next big thing that they can be the first

to try, that’s “innovative”, and that will put

their products ahead of everyone else. I have

noticed, though, that it takes pharma quite a

while in many cases to catch up. Android is

also a nice device but if we are honest we can

state that it’s a very good copy of the iPad and

Apple logic. From the user-interface and even

some icons and like the eBook. Android is a

quite good generics.


EGIS National Sales Director

with the Sales Vision An-

droid is extremely satisfied.



LLL inkedIn is a amazing platform to share

or see what is happening in your busi-

ness network. There are even some

business or people who have gain direct profit

from this business network. I am one of them.

What is also important is the possibility to

share some opinions, best practice, advises and

more thru this powerful network. More than

one year ago we have created our official

group dedicated to Pharma SFE, Marketing

and Sales topics called “Pharma Sales Force Ef-

fectiveness Club.”

The idea was to promote the crucial news,

trends and other hot topics inside pharma. On

daily basis we receive comments, suggestions

or even writers thru our group. The group is

closed since our idea is to have a club model in

which you can enter if you are lineked with the

industry to avoid promotional or spam activi-

ties. Now we have close to 2000 members

which is a quite nice success and most of them

is coming from Asia, leading by Pakistan, Chi-

na and some other markets which is a quite

interesting fact. In best weeks we have more

than 100 new members which are participating

in our pharma conversation. You can join and

find us within LinkedIn by typing this key-

word into the Search bar: “Pharma Sales Force

Effectiveness Club.” See you soon.


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 biggest SFE group

on LinkedIN


OO nly when your product starts to

solve your customers problems

does it become a potent force" -

Craig Stull, TUNED IN

The Fatman and the Baldy Guy where once

again locked in protracted debate about the

future of their individual domains. They each

had made significant gains on the corporate

ladder in recent times and were now tasked

with the tremendous responsibility of leading

their new teams to new heights. The smoke

filled room echoed with the remains of count-

less ideas and opinions on how to solve their

pressing problem. The idea of increased call

rates, more field time, increased customer

spend and more branding action plans seem

to have dominated their consensus. The idea

of doing more of the same and expecting a

different result as professed by our gurus

seemed like a viable option. Was this a case of

insanity or just one of pure brilliance?

Many sales professionals are at this time of

the year confronted with the same challenge

as our two intrepid leaders. How will the new

target for the year be achieved. Our natural

instinct should be to identify actions that have

delivered and leverage those and to try and

avoid the ones that have failed or at least

that’s what I am told. Sadly many sales pro-

fessionals, will after trying for a short while,

just continue doing more of the same and

hoping it works.

New research has indicated that there is much

that can be done to improve sales results

away from the traditional focus.

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.

By: Greg ZurnamerBy: Greg Zurnamer

...we are conditioned to believe that as soon as our competitors have a price advantage that we are dead in the water...

sales.visioner OPINION



Many of these issues are quite revolutionary

and might require some thought and ponder-

ing.

Here are some suggestions that will positive-

ly impact your results.

Ask more questions during each sales call –

This might seem logical but there is a glaring

absence of good quality questions in sales

calls today. Most of the time sales people are

so eager to get to sell something that the most

important part of the sales call is neglected.

One of the important differences between av-

erage sales reps and those who succeed is

their ability to ask focussed and relevant

questions. None of the “what do you pre-

scribe doctor, why do you prefer the opposi-

tion drug, wara wara wara” nonsense. These

questions only serve to infuriate doctors and

will most certainly lead to a premature end to

the sales call.

Understand the trigger events that occur in

the doctors lives – Trigger events are those

events that force change to happen. An exam-

ple of such a trigger event could be a new re-

sistant bug found in the ICU for the first time

or the impact of the recession on patient’s

ability to pay for services. Each of these events

is so significant that it will force doctors to

change behaviour. If you are able to under-

stand and assist clients in avoiding or han-

dling such events then this will place you

above the opposition on the value scale. The

likelihood is increased and more loyal sup-

port

Forget about building relationships – This

topic has always been the most contentious

issue to address. Throughout my selling ca-

reer I was continuously told that building re-

lationships was the key to success and that if

my doctors liked me they would support me.

It now turns out that, this fact like so many

other “sales truths” is just a figment of some

sales manager’s imagination. The research

and evidence now suggest that those sales

people who profess to be relationship builders

are no more successful than the other mem-

bers of the team who do not. These relation-

ship building efforts have been in vain and a

huge waste of money. The truth is that rela-

tionships are a result of what you do and a

...trigger events are those events what force change to happen...


media-soft.info 12


pre-requisite to sales success. Focus more on

increasing the customer’s sales experience and

less on building a relationship and you might

end up with both support and a valued rela-

tionship.

Differentiate in a big way – We are in an era

of unparalleled commoditization of a once

protected and highly profitable market. Many

of the traditional brands have lost their patent

protection and position in the market. In an

attempt to compensate many original manu-

facturers have now launched their own gener-

ics (sorry clones). These successes are short

lived as the real problem is not the price but

rather the lack of valued differentiation. If you

fail to differentiate your brand then your cus-

tomer will do it for you and then it will most

likely be on price. Many sales people report

that price is the customer’s main objection but

research has indicated that it has no more

than a 9% effect on decision making and loy-

alty. It is only through proper customer spe-

cific differentiation that you will be able to

create relevance and support for what you

sell.

...focus more on increasing the customers sales experience and less on building a relationship...


Be our KOL If you want to write for our white paper, sales.visioner kindly let us know and contact us under— [email protected] .


Greg Zurnamer is the Sales Vision distributor for South Africa and the owner of HWA Advertising. You can reach him on - [email protected]


Merck Begins Global

Creative Review

Health care titan Merck parent to

brands such as Claritin, Nasonex,

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.

According to Ad Age's Datacenter,

Merck is the 38th largest national

advertiser, spending $921.1 million

in the U.S. alone. Globally, the

company is estimated to devote well

over $1 billion to advertising.

Branded websites are the most

effective form of pharmaceutical

marketing, and are highly effective

at generating new patient starts and

refills, according to a study by

comScore, Inc.

Source:AdAge.com

Next editionNext edition Can pharma implement Guerilla Can pharma implement Guerilla

marketing?!marketing?!

sales.visioner Contact us: [email protected]

©2012

All rights reserved. No part of this white paper may be copied, repro-duced, transmitted, photocopied, recorded without the prior written con-

sent of the publishers.

International edtionInternational edtion

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