Technology Trends in the Pharmaceutical Industry Don Schenker, Synergistix
Tools Today
Hardware PDA/Smart Phone Pros: Lightweight & portable Touch-screen for signature capture Inexpensive No moving parts (i.e., Hard Drive) Instant Sync capabilities Internet Capabilities Fully Converged Device Cons: Lack of features No E-detail No Territory Mgmt No Admin Challenge to capturing valuable post-call notes Requires laptop/pc Increases admin time Liability to a clinical selling strategy Very limited versions of e-mail, Word, Excel No presentation capabilities to groups
Hardware Ultra-Mobile PC Pros: Extremely lightweight & portable Touch-screen for signature capture Full working computer with e-mail, word processing, and spreadsheet capabilities No double-entry of data Self-contained hardware External projector capability for e-detailing and e-training Fast Processor Cons: Very small screen/type Limited number of manufacturers Hard disk drive
Hardware Sub Notebook/Tablet Pros: Very lightweight & portable Touch-screen for signature capture Full working computer with e-mail, word processing, and spreadsheet capabilities No double-entry of data Self-contained hardware On screen and external projector capability for e-detailing and e-training Faster Processor Cons: Slightly higher cost Limited number of manufacturers Hard disk drive
Hardware Laptops Pros: Less reliant on technology Doctor can receive a copy (receipt) Smaller learning-curve for the reps Target lists and market intelligence are more readily available e-training Full access to other functionality, such as e-mail, document processing, spreadsheets, etc. Cons: FDA requires storage and retrieval of documents in a timely manner Signed receipts may get lost Sample accountability tasks may be slow and prone to errors Extra work for the reps to enter all call activity, verifying receipt of signed documents Reps may not take notebooks on calls due to size and weight
Internet Software As A Service (SaaS) Pros: Less reliant on technology Doctor can receive a copy (receipt) Smaller learning-curve for the reps e-training Works with most hardware Low cost Easy updates Cons: FDA requires storage and retrieval of documents in a timely manner Signed receipts may get lost Sample accountability tasks may be slow and prone to errors Extra work for the reps to enter all call activity, verifying receipt of signed documents Not Portable Internet Access not available everywhere
The Future of Technology
The Future Surface OS Images projected IR Cameras sense movement Started launching in 2007 at Airports, Hotels and Casinos Business versions available by 2010
Miniaturization Sharp Multi-Touch LCD Optical sensor in each pixel Fingerprint authentication Barcode and business card scanning
Miniaturization Microvision & Texas Instruments Pico Projector Expected to be in production by end of 2008 Expected 1M units by 2010
Flexibility Fujitsu E-Ink Display Lightweight computers Shatterproof Cheaper to produce
Flexibility Solid State Drive Lightweight computers Less breakage Faster access Low power consumption
Flexibility Wireless Charging Ability to charge devices in a charging tray Or convert radio waves in a room into electricity
Flexibility Bluetooth 2.1 & 3.0 Easier pairing methods Lower power consumption Faster data throughput Up to 480mbs = high-quality streaming video
Flexibility WiMAX Worldwide Interoperability for Worldwide Access Solution for rural connectivity Multi-device connectivity Expanded range Constant connectivity International standard
The Future Mobile fuel cells Hydrogen fuel cells Power your laptop for a week at a time Store-bought fuel cartridges Commercially available in 2013
Conclusion How do these technologies combine to make a better world for my reps? Smaller, lighter, more durable devices resulting in less rep downtime Devices that enable better messaging to doctors Better interconnectivity = easier support Wider-scale full-time connectivity provides more current information