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Benchmark & Track the Impact of iPad Use on Messaging Effectiveness & Delivery
The iSFE Tracker™

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Guests Peter Shaw, MD, President and Jessica Labita, MBA, Vice President, Client Services, at MD Mindset® (see Bios), discuss the overall impact of sales professionals and teams use of the iPad in calls with healthcare providers as measured by MD Mindset's proprietary iSFE Tracker™ methodology.

Aired LIVE on: Wednesday, October 10, 2012

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Background

MD Mindset is an industry leading, life sciences marketing intelligence firm, founded by doctors and marketing professionals. MD Mindsets iSFE Tracker benchmarks and tracks Sales Force Effectiveness with the iPad, messaging effectiveness, call performance, and other Key Performance Indicators (KPIs).

iSFE Tracker yields actionable, competitive intelligence that enables Marketing, Brand, and Sales teams to maximize their strengths and recognize opportunities versus competitors by HCP specialty and therapy area. Our data provides insights that enable Sales and Marketing to influence clinical and prescribing behaviors through optimal use of the iPad.

The data documents that using the iPad can enhance the most commonly measured selling performance KPIs, including increasing call duration and support of key message. This holds true for all companies we have measured who have deployed the iPad with their sales teams.

iSFE Chart

Call Performance with and without iPAD


The iSFE Tracker takes measurement to a new level by providing deeper insight into the skills of sales professionals using the iPad and the impact it has on HCPs clinical decision making.


Questions/Topics Discussed

  • How did the idea for an iPad use and effectiveness tracking tool come about?
  • Is iSFE Tracker unique in the industry? If yes, How?
  • What can pharma track with the iSFE Tracker that the iPad itself isn't already tracking?
  • Can iSFE Tracker help build a business case to implement the iPad with a sales force? How?
  • How is using the iPad different from the traditional use of sales aids? Why?
  • Can the iPad affect the credibility of the message? How?
  • Can a company use this iSFE Tracker to measure their sales force internally, not just against competitors?
  • What other research are you doing outside of iPad?
  • What upcoming reports do you have?


Guest Bios

Peter Shaw, MD Peter Shaw, MD is a board certified physician who has published articles in SPBT Focus, Pharmaceutical Executive, Pharmaceutical Representative and MedAdNews magazines. He has been involved in sales representative assessment, certification and training for 15 years, and has overseen the assessment and benchmarking of over 1M doctor-sales representative calls. He has spoken nationally for the SPBT National Meetings, Eye On Pharma and the Center for Business Intelligence Pharmaceutical Forums.

Peter Shaw, MD Jessica Labita, MBA contributes over 10 years of experience providing, delivering, and managing outsourced marketing and sales support solutions to the pharmaceutical, biotechnology, and related businesses in the Life Science industry. She specializes in account management and holds an M.B.A. from the University of Phoenix with focus on Business and Project Management. She has published articles in Pharmaceutical Commerce Magazine, appeared in PharmaVOICE, and maintains a very active role in the Healthcare Business Women's Association. She is a 2011 HBA Rising Star award recipient.


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