As pharma companies find it more difficult to connect with physicians and KOLs, advances and access to technology have opened doors for bio-pharmaceutical companies to adapt and enhance new processes and tools for superior performance and gain competitive edge in the market. Thus, the iPad has become a popular tool for many bio-pharmaceutical companies. However, implementing the iPad requires effective planning, resources and training in order to make a successful investment. Best Practices LLC's study identifies the best practices and measures effectiveness for successful deployment of iPads to Medical Science Liaisons (MSLs). This study investigates how Medical Affairs functions in pharmaceutical companies are using iPads with their MSLs.

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Best Practices, LLC Strategic Benchmarking Research
The iPad: How MSLs Use It to Deliver
Science and Data to HCPs

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Table of Contents
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 Executive Summary pp. 3-10
 Research Overview pp. 3
 Participating Companies pp. 4
 High-level Findings & Insights pp. 5-7
 Universe of Learning pp. 8-14
 Training pp. 15-22
 Content Delivery and Usage pp. 23-28
 Syncing Tablets with CRM Systems pp. 29-35
 Security and Compliance Concerns pp. 36-42
 Measuring Effectiveness pp. 43-51
 Challenges and Best Practices pp. 52-61
 About Best Practices, LLC pp. 62

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Topics IncludedStudy Overview
Training
Content Delivery and Usage
Syncing Tablets with CRM
Systems
Security and Compliance
Concerns
Measuring Effectiveness
Challenges and Best Practices
Research Objective: This study investigates how
Medical Affairs functions in pharmaceutical
companies are using iPads with their MSLs.
Research findings provide implementation plans,
application strategy and evaluating measures that
will equip executives to enhance MSL
performance and successfully realize corporate
investment in iPads.
 Methodology: Best Practices, LLC engaged 25
Medical Affairs leaders at 18 companies through a
benchmarking survey instrument. All participants
share leadership and oversight of Medical
Science Liaison (MSL) groups at their companies.
Research Project Objectives, Methodology & Results
Best Practices, LLC conducted this benchmarking study to identify best practices and
measure effectiveness for successful deployment of iPads to Medical Science Liaisons
(MSLs).

4. BEST PRACTICES,
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Participating Companies Represent Nine Industries
Benchmark Class:
Twenty-five benchmark survey respondents from 18 companies participated in this study.
Nearly half are directors and senior directors.
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Enhanced Training • Training forms a critical component to make iPad a successful investment for
MSLs to use. 71% of respondents chose training related activities as one of
the top three best practices to ensure success.
• Currently, 76% of respondent companies provide training to MSLs through
distance learning techniques like webcast/podcast and 48% use in-class
training.
• The biggest challenge with training is familiarizing MSLs with the new
technology. Familiarization can be achieved via personal use and more in-
class training.
Key Findings: Training and Strategy
The following key findings and insights emerged from this study.
Proper Planning for
Content Delivery
and Usage
• Companies should develop a content management strategy prior to device
deployment. About 50% of respondents faced barriers related to content
development and availability after roll-out to MSLs. Some of the top vendors
that create software/applications/content: Veeva, OpenQ, Steeprock and Box.
• Presentation quality is vital to success in using iPads. 33% of the respondents
which achieved ROI noted data presentation as a key factor.
• While 92% of MSLs used iPads to present data to KOLs, only 12% receive
training on presentation skills . Reducing this gap should have improve the
effectiveness of MSL presentations.

6. BEST PRACTICES,
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(n=25)
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Title:
32%
20% 20%
16%
8%
4%
Director Manager MSL Sr. Director Head Other
Other: Health Economist
Majority Survey Participants Are Directors
Directors comprise the largest segment of benchmark participants at 48%, while manager-
level and Medical Science Liaison respondents make up another 20%.

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Usage Training Lasts About 2 Hours
Ninety-one percent of participants deliver two hours of training to MSLs on how to use an
iPad or tablet.
(n=22)
How long are your training programs for iPad/Android tablet usage?
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Training Duration:
Two Hours,
91%
Half Day, 5%
Whole Day,
5%

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iPad Security Plans and Oversight Are Critical
Security is still evolving in Medical Affairs organizations as compared to Sales and
Managed Markets. The security protocol is in place for 67% MSL segment as compared to
84% for sales representatives.
(n=24)
Q23. Do you have a set security procedure in place for when tablets are misplaced or stolen?
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Security Planning:
Yes, 67%
No, 33%
Trigger to activate
security plan is when
the device is
reported stolen or
lost

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Customer Demographics Not a Factor in iPad Success
Demography of physicians/KOLs is not largely a factor in determining engagement levels
with medical affairs field teams using tablets during visits. While 60% benchmark segment
reported same level of engagement, 35% reported younger physicians to be more likely to
be engaged with medical reps using tablets during visits.
(n=20)
In your experience, which physician/KOL demographic is more likely to be engaged during a medical affairs rep visit
which includes the use of iPads/Android tablets?
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Engagement Demographic:
Same level of
Engagement
60%
Younger Physicians
35%
Older Physicians
5%
Images courtesy of FreeDigitalPhotos.net

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Best Practices, LLC
6350 Quadrangle Drive, Suite 200
Chapel Hill, NC 27517
www.best-in-class.com
919-403-0251
About Best Practices, LLC
Best Practices, LLC is a research and consulting firm that conducts work based on the
simple yet profound principle that organizations can chart a course to superior economic
performance by studying the best business practices, operating tactics, and winning
strategies of world-class companies.
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