{"id":6567,"date":"2011-09-07T17:14:00","date_gmt":"2011-09-07T17:14:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/how-sales-reps-can-use-tablets-to-foo\/"},"modified":"2019-02-21T01:20:40","modified_gmt":"2019-02-21T01:20:40","slug":"how-sales-reps-can-use-tablets-to-foo","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/how-sales-reps-can-use-tablets-to-foo\/","title":{"rendered":"How Sales Reps Can Use Tablets to Fool Their Sales Manager Overlords"},"content":{"rendered":"

While reading “How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy” (see here<\/a>), I was struck by two thoughts:<\/p>\n

    \n
  1. Pfizer’s use of technology to collect sales analytics seems pretty basic; eg, David Kreutter, a Pfizer VP of US Commercial Operations, revealed a source of “predictive analytics” to be a simple Web log that shows what physicians click on and what they click through to when they visit a product website. But Pfizer doesn’t have “any greater data on how those clicks translate into prescription writing.”<\/li>\n

    and<\/p>\n

  2. The “real-time” data they get from sales reps using tablet PCs seems pretty easy to falsify. Here’s how Kreutter describes it:\n

    “As they click the screens with their styluses to illustrate points, those clicks are recorded. That\u2019s how we\u2019re able to see things like the order of presentations, the messages within a presentation that were presented, if the physician found it engaging. Representatives synchronize their tablets on a daily basis, and we get a data stream back to our data warehouse. Our customer data master now has all of that click-stream data for each representative and each doctor.”<\/p>\n

    Maybe I’m being a cynic or not understanding the technology, but what’s to prevent a sales rep from doing all the clicking while waiting in the physician’s office hallway just to drop off samples?<\/li>\n<\/ol>\n

    \n<\/a><\/div>\n

    \nThis sort of thing is probably not new — no doubt sales reps have falsified paper-based sales call reports as well. But now the amount of data coming in from 4,000 representatives, each seeing “about seven or eight physicians a day,” and each detailing “about two to three products in each of those calls,” provides a false sense of knowing in detail what’s going on. As has been said ever since computers were invented, “garbage in, garbage out.” <\/p>\n

    P.S. I also note that Kreutter only spoke about “tablet PCs” and NOT iPads. I guess Pfizer has not yet progressed to using that technology.<\/p>\n","protected":false},"excerpt":{"rendered":"

    While reading “How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy” (see here), I was struck by two thoughts: Pfizer’s use of technology to collect sales analytics seems pretty basic; eg, David Kreutter, a Pfizer VP of US Commercial Operations, revealed a source of “predictive analytics” to be a simple Web log […]<\/p>\n","protected":false},"author":2,"featured_media":10416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[503,108,74,110],"topic":[],"acf":[],"yoast_head":"\nHow Sales Reps Can Use Tablets to Fool Their Sales Manager Overlords - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/how-sales-reps-can-use-tablets-to-foo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Sales Reps Can Use Tablets to Fool Their Sales Manager Overlords - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"While reading “How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy” (see here), I was struck by two thoughts: Pfizer’s use of technology to collect sales analytics seems pretty basic; eg, David Kreutter, a Pfizer VP of US Commercial Operations, revealed a source of “predictive analytics” to be a simple Web log […]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/how-sales-reps-can-use-tablets-to-foo\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2011-09-07T17:14:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:20:40+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2011\/09\/Tablet-Garbage.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"320\" \/>\n\t<meta property=\"og:image:height\" content=\"284\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/how-sales-reps-can-use-tablets-to-foo\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/how-sales-reps-can-use-tablets-to-foo\/\",\"name\":\"How Sales Reps Can Use Tablets to Fool Their Sales Manager Overlords - 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