iAnywhere Solutions, a subsidiary of Sybase, has developed version 2.3 of its Mobile Pharma product, which delivers customer relationship management information through handheld devices to pharmaceutical sales representatives.
The new version offers better integration with Siebel ePharma. It also aims to increase field productivity, strengthen adoption and improve analytics with features such as workflow configuration capabilities to simplify navigation and key performance indicators that enable businesses to measure the usage and effectiveness of their mobile deployments.
Mobile Pharma, already released in the US, has been implemented by a number of large pharmaceuticals companies.
"Mobile Pharma has been the key in driving higher returns on our CRM investments," said Joe Regan, director, Sales Operations and Training at Chiron Corporation. "Field adoption has sky-rocketed since our reps have been able to access physician information and complete call reports using Mobile Pharma."
"According to research by CGE&Y, as much as 75% of a rep's time is spent on non-selling activities such as administrative tasks. Every product enhancement that streamlines these activities increases company profits," says Caroline Scofield, product manager at Sybase SA. "Mobile Pharma meets the very specific and detailed workflow needs of pharmaceutical sales representatives, providing them with the customer information they need, when they need it, in a convenient form factor."
Mobile Pharma provides handheld access to key pharmaceutical sales tools at the point of physician interaction, minimising downtime by providing access to multiple data resources such as CRM, ERP, intranet and legacy systems.
* Workflow configuration. New capabilities enable the configuration of the user interface to match an organisation's pharmaceutical sales process and work rules, simplifying navigation and making the most of the available screen space on handheld devices. As a result of these enhancements, sales representatives can easily leverage information such as call history, physician prescribing history, clinical trial results, product detail and competitive information.
* Key performance indicator dashboard. The addition of key performance indicators (KPIs), such as call reporting coverage and completeness, enable pharmaceutical companies to measure the adoption and effectiveness of their Mobile Pharma deployments. By monitoring these KPIs, pharmaceutical companies can also ensure that their analytics are built on a solid foundation of field data. Complete and accurate field data is vital for producing valid analytic results, which in turn enable pharmaceutical companies to reliably build stronger relationships with doctors through targeted programs, promotions and messages.
* Enhanced Siebel ePharma support. New support for smart call templates and personal lists improves field sales productivity and adoption through greater ease of use. These capabilities allow field sales professionals to complete call reports with greater speed, accuracy and convenience.
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