Birla Institute of Technology & Science, Pilani
Work-Integrated Learning Programmes Division
First Semester 2016-2017
POMLM ZC471: Management Information Systems
Assignment - 1
Case Study:
Technology enabling Pharma Sales force in transforming Practice of Medicine to Science of
Medicine.
Healthcare is expected to undergo disruptive changes in next decade to move from “practice of
medicine” to “science of medicine” with the help from technology.
Digital tools and technologies are fundamentally transforming the healthcare industry. Traditional
marketing channels are no longer effective. This is attributed to previous aggressive marketing
techniques used on time-pressured cost-conscious doctors. Pharmaceutical companies are now left
with the challenge of promoting its drugs to a largely unreceptive physician audience. This has
driven the industry to explore new digital methods and establish the best mix between traditional
and novel marketing channels to target its ever-growing customer base.
Mobile is Transforming the Sales Landscape – “70% of sales organizations using tablets are already
realizing a positive return on their investment”. Mobile sales enablement tools are creating newer
and efficient ways for pharmaceutical companies sales force to engage with the physicians, thereby
increasing effectiveness and optimizing costs.
Smart phones and tablet PCs are redefining sales because they offer a potent blend of usability,
utility and innovation that yield high levels of sales adoption and sales productivity improvements
not achievable with personal computers. Leading sales organizations are racing to build mobile
sales applications that help sales people perform better. These applications called ‘Mobile Sales
Enablement Solutions’ have demonstrated the potential to help sales people:
• Manage presentations with the Doctor
• Drive new sales and share of wallet with real time access to the right sales information at
the right place and time to advance the sale
• Track prescriptions using technology
• Simplify the sales process to improve sales productivity, maximize return on selling
assets, and shrink the sales cycle;
• Differentiate the customer experience with high degrees of collaboration, a visually
appealing sales interface, and client insights.
• Tracking analytics on the content, sales and marketing so as to better allocate resource
for enhanced productivity
Q: As a MIS expert, how would you read this statement? Indicate what features you wish to propose
for such a mobile sales enablement application to cater to the field needs of the sales team ( at
all levels ). Develop a complete strategy for Lupin Pharma to adopt advancements in technology to
act as Mobile Sales Enablement tool.
Exercise 2:
Drug information and associated information is now available on the mobile. You can download the
mobile app and install the same on your smartphone (Android, iPhone etc ). These apps provide a
comprehensive reference information for lookup, identifies equivalent brand names, typical dosages,
indications, substitutes, side effects etc.
Q: Identify 5 such applications and compare their features, performance, ease of use, value of
content, usefulness, and other aspects. (ex: Johns Hopkins ABX Guide)
Work-Integrated Learning Programmes Division
First Semester 2016-2017
POMLM ZC471: Management Information Systems
Assignment - 1
Case Study:
Technology enabling Pharma Sales force in transforming Practice of Medicine to Science of
Medicine.
Healthcare is expected to undergo disruptive changes in next decade to move from “practice of
medicine” to “science of medicine” with the help from technology.
Digital tools and technologies are fundamentally transforming the healthcare industry. Traditional
marketing channels are no longer effective. This is attributed to previous aggressive marketing
techniques used on time-pressured cost-conscious doctors. Pharmaceutical companies are now left
with the challenge of promoting its drugs to a largely unreceptive physician audience. This has
driven the industry to explore new digital methods and establish the best mix between traditional
and novel marketing channels to target its ever-growing customer base.
Mobile is Transforming the Sales Landscape – “70% of sales organizations using tablets are already
realizing a positive return on their investment”. Mobile sales enablement tools are creating newer
and efficient ways for pharmaceutical companies sales force to engage with the physicians, thereby
increasing effectiveness and optimizing costs.
Smart phones and tablet PCs are redefining sales because they offer a potent blend of usability,
utility and innovation that yield high levels of sales adoption and sales productivity improvements
not achievable with personal computers. Leading sales organizations are racing to build mobile
sales applications that help sales people perform better. These applications called ‘Mobile Sales
Enablement Solutions’ have demonstrated the potential to help sales people:
• Manage presentations with the Doctor
• Drive new sales and share of wallet with real time access to the right sales information at
the right place and time to advance the sale
• Track prescriptions using technology
• Simplify the sales process to improve sales productivity, maximize return on selling
assets, and shrink the sales cycle;
• Differentiate the customer experience with high degrees of collaboration, a visually
appealing sales interface, and client insights.
• Tracking analytics on the content, sales and marketing so as to better allocate resource
for enhanced productivity
Q: As a MIS expert, how would you read this statement? Indicate what features you wish to propose
for such a mobile sales enablement application to cater to the field needs of the sales team ( at
all levels ). Develop a complete strategy for Lupin Pharma to adopt advancements in technology to
act as Mobile Sales Enablement tool.
Exercise 2:
Drug information and associated information is now available on the mobile. You can download the
mobile app and install the same on your smartphone (Android, iPhone etc ). These apps provide a
comprehensive reference information for lookup, identifies equivalent brand names, typical dosages,
indications, substitutes, side effects etc.
Q: Identify 5 such applications and compare their features, performance, ease of use, value of
content, usefulness, and other aspects. (ex: Johns Hopkins ABX Guide)
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