Emerging Trends with HCP Engagement

Featured at: REIMAGINE BIOPHARMA

Filming Date: April 15, 2021

Transcript

Frank Dolan
Well, welcome, everybody, to our next session. There is a war on engagement going on out there. We’ve had a lot of statistics that we’ve been watching over the last few years. But in the last year in particular, trying to get people’s attention is a real challenge. We’ve seen changes in our ability to connect with customers. Many of us have gone virtual for most of the last year. But virtual or face to face, we’ve got to nail it when we have that precious time with our providers.

Frank Dolan
So how do we engage HCPs in a more meaningful way? We’re going to talk about some tools and some tech and a really cool company that’s helping to create solutions in this space called Mobile Locker. So I want to introduce a familiar face to broadcast with me, it’s Bob Lempke. Bob, how are you?

Bob Lempke
Hey, Frank. Good. How are you today?

Frank Dolan
Good to see you.

Bob Lempke
Great to see you. Thanks for having us, man.

Frank Dolan
It’s good to have you here. So just because I want everyone to make sure that they know you, tell us a little bit about your background and what you’re doing now.

Bob Lempke
Yeah. So I, my role here at Mobile Locker, I am one of the partners here and so my role here primarily is sales, it’s the sales and marketing side of the house. From a background perspective, 20 some, 25 some years in the enterprise software space. I’ve worked for companies like Salesforce, two stints at Salesforce, to Oracle’s, to IBM, to a handful of startups as well. So all over the spectrum, I’ve had sales leadership roles. I’ve carried the proverbial bag and I have kind of weaved in and out throughout my entire career.

Bob Lempke
So right now, I’m super excited to lead the charge here at Mobile Locker.

Frank Dolan
Very, very cool. You said your, you’ve got a partner involved here. Who’s that?

Bob Lempke
My partner is a gentleman by the name of Mark Stralka.

Frank Dolan
If he were only here. Oh look he is here.

Bob Lempke
As if on cue. So Mark is my, what I like to call, the brains of the operation. So I’ll take the opportunity to engage Mark a little bit.

Frank Dolan
Well, Mark, it’s great, great to have you on here. We want to learn a little bit more about you. You’ve get a really, really cool background going into starting this company. So tell us a little bit about that.

Mark Stralka
Yeah, it’s kind of a funny story. So I started my career after college in the early 2000s at Johnson & Johnson in I.T.. And at the time I worked at the Johnson Division and we had a team called Healthy Planet that had about 34 or 35 people building websites for all of the pharmaceutical companies at Johnson & Johnson. And a couple of years in, in 2007, my boss’s boss, a guy named Tom Maratha, asked me and another guy, TJ Stevens, he said, hey, you know, we’re doing a really good job here, building websites for J&J, but we have all these agencies asking us if we could, if we were on the outside, they’d love to hire us to build websites like you guys are doing for other pharmaceutical companies.

Mark Stralka
So that kind of got our our mind spinning. We said, well, why don’t we leave J&J to start a company and build websites for J&J and other pharma companies? So we left and started a company called Kazaam Interactive. And you always hear about the startup story starting in the garage. Well, we actually started in a junk dealer shed, on the Delaware River Canal, down in Lambertville, New Jersey. So it was just three of us when we started.

Mark Stralka
And within a couple of years, we’d growing pretty fast, and we’re up to like twenty five people, when the iPad came out. And that’s kind of when Mobile Locker started, because one of our clients said, hey, there’s this new iPad thing, can you build me an app that will let us push content to our sales reps on this new iPad, so that we don’t have to use the Flash or the old ways of doing it. So that’s kind of how it started.

Frank Dolan
Well, that is really cool. It’s always good to hear about innovations that are affecting the pharmaceutical industry, that are grounded in being built, kind of like for pharma and offered by pharma people. I do think that our industry has some certain manners and a lexicon to it. And so when we have organizations kind of come in and try to help us, but they don’t speak our language, it’s sometimes hard for us to realize what problem they’re trying to get us to identify and focus on for a few seconds.

Frank Dolan
So awesome story, Mark. That’s that’s fantastic. So so tell us, what is Mobile Locker? What do you guys do?

Mark Stralka
So at a high level, it’s a platform for sales and marketing organization at a pharmaceutical company to centralize all of their content that the sales and sales team needs, out in the field. So whether it’s PDFs, videos, interactive visual aids, things like that, it goes all in one place once it’s approved. And then we give the reps a super easy way to access it on their iPads, PCs, outlook plug in, phones; wherever they are, whether they’re working from home, because of Covid, whether they’re on the road, they have access to the content when they need it, when they’re meeting with those physicians, and then they can easily share it with them as well.

Frank Dolan
That’s very, very cool. So tell me a little bit more about the about the problem. We’ve mentioned that engagement has been a challenge for sure as we’ve pushed to so many virtual interactions. Brand teams are always trying to come up with new marketing assets to hopefully translate that value proposition to others. So tell us a little bit more about the problem that the industry and some companies are facing right now.

Mark Stralka
Sure. Well, certainly with Covid, it was a challenge of access, right? Physical access to doctors offices, we’re used to be able to get in and see them. And then when Covid happened, it was OK, now we’re remote. How do we still get that personal engagement between the rep who might have a relationship with that provider or with the office staff? How do we enable them to still provide value to those people individually? Not coming from some corporate email address, sending out blast emails, that still has a place, but giving them a way to still be personal and intimate with those people that they’ve built these relationships with over many years.

Mark Stralka
That’s kind of the primary way that we’ve seen. The challenge that’s been happening over the last year or so, is being able to give the reps a way to still be engaged, even though they’ve been remote, and preferrably using a tool that will work for both situations. Right. So when they’re working from home, they can still do it. And when they get back in the office, they’ll be able to use the same tool. It’s super easy for them to use, especially adapting, learning how to use Zoom.

Mark Stralka
Early in Covid, I don’t know how many times we had to kinda teach reps how to use Zoom, or teams, or WebEx, or go to meetings, and giving them something that works across the board was really valuable to them.

Frank Dolan
I know the goal with any sales interaction has got to be what can we do to reduce the friction and to become more compelling. I mean, if those forces are at odds, it’s just, it’s hard to win, it’s hard to stand out, since time, especially right now, is at a premium with our providers. So, Bob, I know that you had some things you wanted to show us so we can kind of bring some of these ideas to life.

Bob Lempke
Yes. So appreciate. First of all, Frank, I want to say how much I really appreciate, Mark and I really appreciate the opportunity here. We don’t really get an opportunity to just share our story, to talk a little bit about the background and the origin and kind of the problems that we solve. Typically, when we’re talking to customers, we’re going right into their problem. Right. So just, it’s really cool for us to have the opportunity just to take to tell our story a little bit.

Bob Lempke
So we appreciate that opportunity. What can you see? Can you see my screen there? Cause all I can see is my screen.

Frank Dolan
Ah no. You’ll just have to click share screen. And then hopefully it’ll come up.

Bob Lempke
Alright, I think I did, but you don’t see it.

Frank Dolan
We don’t see it yet. But thank you for that comment, Bob, and I want you to know that we want to humanize this stuff. There’s great people behind great technologies. So the opportunity to humanize this business is really important. Frankly, I can tell you from being a part of many companies, many brands, many initiatives and tens of millions of dollars worth of budget, I really want to trust and believe in the partners that I have, because these brands are important.

Frank Dolan
The stakes are really, really high. And can I count on folks to kind of come through? I think most of us can relate to finding partners out there that you don’t really know. Everything sounds great in the capabilities presentation, but what’s life like underway, when we’re all on the journey together and so humanizing this is super, super important. So, Bob, I’ve got your slides.

Bob Lempke
Awesome.

Frank Dolan
I’m going to bring those up. We can see you. We can see the slides. So let’s tell us what we’re looking at.

Bob Lempke
Terrific. So that’s just a cover slide. So what I thought we would do today is do our level best to, number one, be super efficient. Talk a little about the history and origin. You guys touched on that a little bit already. I’m going to go through some information just on the challenges, right, we talked about. What is going on out there? Why is this such a critical topic? Why is it super relevant? We’re going to talk a little about that, and then we’re going to talk about Mobile Locker’s role in that process.

Bob Lempke
Right. And then we thought time, time, if time allows it to give the audience an opportunity just to look at the platform really quick.

Bob Lempke
So we’ll make that super efficient, kind of a day in the life, type of an opportunity. Right. So from an origin perspective, Mark already touched on that. And I thought this was hilarious when Mark talked about the garage that they started in, we thought it would be funny to show an actual picture of it. Right. So this is actually where Mobile Locker started, which, by the way, we aren’t there anymore, thankfully. But, Mark, I don’t know if there’s anything else you want to share about this stuff.

Bob Lempke
I know there’s a funny story about the little Apple thing up there. But anything you want to share here, Mark?

Mark Stralka
No, I think on the next slide, though, everyone always asks about the name mobile locker, where did it come from. I didn’t like it at first. Here’s how it started. I went back through my e-mail archive and my partner, TJ Stevens, had emailed me and said we’re brainstorming names. And he sent that in e-mail and I said, good idea. I’ll buy it on Go Daddy. I bought the domain name. A couple of days later, our business partner Tom was like, WTF is our app name again?

Mark Stralka
He was getting ready for some presentation and I was like, don’t worry, it’s temporary. 10 years later, we still haven’t thought of a better name, but it’s really kind of grown on us and everyone we kind of we share it with now, they’re like, oh, that makes sense. You know, it’s like the locker that used to have reps with the supplies and everything and samples. And so 10 years later, we still have the same name.

Frank Dolan
Very cool.

Bob Lempke
I do get it. It’s funny, because I get asked about the name all the time as well. So why is this important? Right. So while I was preparing for this, Frank, it’s funny, I went out with this idea of HCP engagement. Right. And access is a very, very, very hot topic.

Bob Lempke
So just for fun, I went out, while I was preparing for this, and just did random Google searches on HCP engagement, pharma HCP engagement, and literally was inundated, like I started putting them all on a single slide and it just got so busy and so big that it was overwhelming. But it’s amazing to me. It was even surprising for me from a process perspective to go out and see just how much there is out there. White paper after white paper, article after article, webinar after webinar, all about this challenge associated with HCP engagement.

Bob Lempke
Right. So people are absolutely talking about this. Right.

Bob Lempke
So I want to hone in on this one McKinsey article that I found that I thought was super compelling. Right. So in the year between kind of like middle 2020 to now, they analyzed 86 new product launches and in 50 of the eighty six, there were almost immediate lowering of expectations. In almost every single case, HCP access was cited. Right. And the overall reason for that is simply that they’re, the HCPs have completely changed their expectations.

Bob Lempke
Right. They’ve completely changed their preferences around how they get their information, how they access. You hear this term multichannel, omni channel. Well, everyone’s talking about that. There’s just a constant buzz around multichannel. And ultimately, the impact just on these launches that occurred is somewhere in the vicinity of ten billion dollars in present, in net present value for these pharma companies. So that’s just the launches. So take that extrapolate that out across the board and you can see why this idea of HCP access and engagement is so incredibly important.

Bob Lempke
So it’s access, right, nobody’s seeing reps. So we’ve seen kind of, all of these statistics, noone’s in 27 percent of HCPs have actually seen reps, right. They’re all saying they’re getting their content digitally. So gone are the days that we’re taking in launches and doing all those types of things. Reps need to think differently. They need to think outside the box in terms of how to gain access using all the different channels available to them.

Bob Lempke
Right. Email. So our friends at DMD, a big email company, they know everything there is to know about e-mail. Open rates on emails began to skyrocket. And continually we see that. HCPs are getting more and more of their information, the relationships are happening more and more on email, right. Re-time, engagement time with the content is doubling, tripling. So different channels, as you can see now, being more relevant for these HCPs, right. Veevo’s study that I uncovered talked about when you do get the attention of the HCP, right.

Bob Lempke
So what happens once I do get their intent, their attention? Well virtual meetings, interestingly enough, are resulting in significantly more time in that one on one meeting that you get with the HCP. So we went from like three minutes of face to face time to up to like 19 minutes. So what that ultimately means is that you have to be incredibly prepared. You have to have content that resonates, that’s interactive, that they can share, talk to and then leave behind.

Bob Lempke
Right. So there’s a really there’s a really compelling and important part about leaving this stuff behind to make sure that at the click of a button that HCP has what you shared and that they have it as an asset that’s left behind when you’re not physically in the building. Right. So you still with me? Everything good?

Frank Dolan
Everything’s great.

Bob Lempke
So go back to the McKinsey study. So what they talked about very simply is how do we overcome this problem? Right.

Bob Lempke
What is the model that’s optimal to overcome this problem? And in essence, what they talked about is enabling reps to not only give them the best content to adjust the model, so give them ideal content that’s personalized. Give them the ability to adjust the model on the fly, pivot. Right. So do one thing one day, another thing, another day to engage the physicians where they are and then back all of that up with analytics. Right.

Bob Lempke
What exactly is happening, once I’ve shared the content that I’ve shared?Right. What happens to it then? Give me eyes and ears inside that physician’s office, that physician’s home, whatever it is, and help me understand what they’re doing with my content, once I’ve shared it right. So enter Mobile Locker. We don’t talk about doing this.

Bob Lempke
This is what we do. We do it every single day for our clients. Right. This is why Mobile Locker’s story is so compelling right now, and why we are very, very relevant, we feel in the marketplace. We allow reps to simply engage, engage these physicians very, very quickly with that personalized content from a remote perspective, from a virtual perspective.

Bob Lempke
And also even while they’re in person, if they get in there with the iPad they share, they’re using Mobile Locker to share. We’re going to see how that goes. And then we give them the ability to track. So once they leave, once their content is left behind via email, virtual sharing, whatever it might be, we give them those eyes and ears and those insights and analytics tied to what exactly is happening with their content after I left.

Bob Lempke
And what does that give me? That gives me information to to follow up. If I know exactly where in a specific piece of content that I left behind that the doctor seems keenly interested, that gives me the ability to follow up with more information on that very specific topic, that very specific study, whatever it might be. And what our clients are seeing is that they then have the ability to engage again and increase that intimacy. So I thought I’d just show a quick slide about some of our clients that are doing this literally every single day and some of the things that they have shared with us around their experience of Mobile Locker.

Bob Lempke
Right. You guys have built something really special. One of our Veevo clients said that. Our top reps are also our top Mobile Locker users. So no coincidence there right. The people using Mobile Locker the most, are being the most successful in engaging. My experience has been brilliant. Love, the collaboration and the optimal sales force built. The software is perfect for our new virtual environment. So these are the types of customers that are that we’re working with every day.

Bob Lempke
I didn’t want to leave agencies out. Right. So agencies are very important to us, because agencies are the ones creating the content that goes into Mobile Locker. Right. So we have found that by working with these agencies, we get in at the very front end, around the people that are creating the content that ultimately ends up in Mobile Locker and ultimately ends up in the hands of the salespeople. So agencies, if there’s anyone at an agency out there in the audience, please pay attention, because you are, you represent for us and your customer a great value add opportunity with Mobile Locker.

Bob Lempke
OK, so what is it about Mobile Locker? What do we do differently? What do we do that Veevo, CRM or Salesforce doesn’t do. Right. So I’m going to walk you through that a little bit. How do we solve these access, these engagement problems that we know are very relevant? Right. First of all, you can use Mobile Locker on any platform, any device, any sharing system. So whether you’re on a phone, any hardware platform, whatever it is.

Bob Lempke
So some of the sharing platforms are unique to their own. Like Veevo Engage is great, but if the HCP is uncomfortable with that, then it doesn’t necessarily create the optimal experience. With Mobile Locker you can move in and out of any platform, any device, use it on your phone, use it on your iPad. There is an app that goes on any device that the rep is comfortable with. So what we allow, as Mark indicated earlier, is we just allow very, very simple access, sharing and tracking of content from anywhere to anywhere as possible; online, offline, wherever you are, wherever the HCP is, they’re going to get your content. So it can be in the Mobile Locker app, in a browser, not a browser, CRM, in CRM, not in CRM.

Bob Lempke
We have Outlook plugin, where you can just work inside your outlook. Interestingly enough, and I know the CRM administrators out there won’t love to hear this, but most reps don’t love working inside CRM. They want to work in the platforms they’re comfortable in, i.e. email. And what we allow is them the ability to work in their email platform and still share through the integrations the activity and everything that they’re doing without necessarily having to be in CRM. Right. So we allow them to send presentations, IVAs, whatever it is, and track and monitor what happens with those. Approved templates all inside Mobile Locker.

Bob Lempke
So you have your tablet, you access the templates. So don’t think like oh, our company doesn’t allow reps to create their own emails, etc. We completely have the ability to pull in the templates and you can send the emails, right with the templates. And again, the real time tracking, so you get instantaneous push information back to you about what’s going on once you set the content, right. The other thing that’s really important to the content creators out there, is that we give you macro level insights.

Bob Lempke
So a piece of content was shared 3,000 times. The majority of the people are consuming this specific part of it, this specific section of it, and what that allows the content creators, is to really hone in on what’s working, right. Any kind of form, signatures, you can pass back and forth in Mobile Locker. All of those types of things are in the system. So this is where we talked about the insights. Provide analytics to the reps around what’s happening, right, back to the McKinsey report.

Bob Lempke
So this is kind of what it looks like. Click by click analysis of exactly what’s happening. If it’s a video, where exactly from a timing perspective, did they stop watching? Did they watch the whole thing? Where did they pause? All of those types of things. So no matter the format, or what you’re sending the tracking in, the insights are there for you. OK, integrations. Again, I talked earlier about you don’t have to work inside your CRM. These are just a handful of the integrations that we provide.

Bob Lempke
So reps can literally be using Mobile Locker instantly. And a lot of these integrations are already built in. So imagine, your, all of your activity logging, all of your, what you shared, specifically when you shared it with who. There’s no double logging into back and forth into CRM. When you do it in Mobile locker, it’s bidirectionally integrated. So all of that activity is logged into the CRM. Fair enough? Wait, really quick. I know, I kind of ran through that quick, but so quick summarization, right.

Bob Lempke
Created for Life sciences by Life sciences. So we have tremendous domain expertise. It’s pretty much all we do. Simplicity. We are literally up and running in days. We have a call after this actually, with a client who’s going to talk about getting Mobile Locker into the hands of their field by first of next week. Right. Very, very simple to get up and running. Built in integration. And by the way, this integration drives massive adoption of not only Mobile Locker, but of CRM, because CRM is fed with great data, because the reps are working in the system they’re comfortable working in, but also feeding that data back to CRM.

Bob Lempke
So it’s a huge win win, right. Huge adaptability. I talked about pivoting between channels, email, virtual face to face. However, the business is flowing give, we give you the ability in that single platform to respond to the fluid nature of what’s happening in the business, right. Hugely, hugely, hugely valuable for our clients. Right. And again, everything we hear from our clients, the investment compared to the value, is off the charts.

Bob Lempke
So with that, and again, I know I ran it, ran through that pretty quick. I’m going to go ahead and stop sharing. I think Mark’s got a quick demo. And when I flip here, if you have anything to say or any insights to provide, but we’re just going to walk through really quick, about loading the content, how to get access to it, how to share it virtually in a meeting, sharing it via email. We’re going to show you a little bit about in the platform, the tracking, and then show you a little bit about the insights.

Frank Dolan
Sounds good.

Bob Lempke
Fair enough?

Frank Dolan
Sounds fair to me.

Bob Lempke
Alright. Sorry. I know I ran through that pretty quick, but I want to give you guys a little time back in your Friday, if I can, too.

Frank Dolan
All good. OK, Mark, I’m going to bring it up. OK, alright, we can see it.

Mark Stralka
Right. So what I’d like to do is kind of show you two parts of the system, a day in the life of the administrators, of how stuff gets into the system and then how the rep will use it, whether they’re on their iPad, or the computer, outlook or in the field. So this is kind of the back end system, where typically the marketing team lives.

Mark Stralka
You can load presentations. Presentations are termed for content. IVAs, PDF, PowerPoint, YouTube videos. You can pull it in, you can import it. You can actually import it from Veevo vault. You can import it from other asset management systems, like Brand Folder, if you’re using that. Everything gets in, it synchronizes the expiration dates, the MLR IDs, all the permissions stay up to date. So the teams who are supposed to have access to the content do and people who are not supposed to have access to the content, do not.

Mark Stralka
So with that, that’s kind of the back end system, very easy to use. We typically train an administrator in 30 minutes how to use it, and then they move their content. And then think about the rep. The accounts get created in the system. They get an email that says, here’s your account, install the app on your iPad, your PC.

Mark Stralka
However your company has you install those. And what I’m going to do is show you the iPad simulator here. So pretend I’m a rep out in the field. I’ve logged into my Mobile Locker app. I’m presented with immediate access to all the content, the very simple to find form. By default, it’s in alphabetical order. So I can scroll through and see all the files that I have access to. If it’s a PDF, for example, and I’m meeting with a client, the check mark means it’ll work offline.

Mark Stralka
So even if I’m offline, if I don’t have Wi-Fi, the files that I’ve downloaded to my iPad inside of Mobile Locker will work there. Once I open the file, It’s just like a normal PDF viewer, as you’d expect. Certain files can be shared. So if I’m sharing, if I’m presenting a piece of content to a doctor and they say, ‘Hey, can you send me that file?’, I can quickly send them an email, and instead of sending an attachment, it’s going to use one of the pre-approved email templates from the system that my administrator loaded.

Mark Stralka
And they’re going to get an email with a special trackable link. So I’m a switch over to my email to show you what that would look like.

Mark Stralka
So pretend this had been sent to this person and it’s a, it’s got all the information, this would have a lot more legal disclaimers and whatever the brand needs. But when the doctor clicks this link, because the track will link and not a file attachment, the system knows that they’re viewing. So when they view that file, it pulls up with a viewer like this, where it’s branded with the company’s branding, it’s got the content there and behind the scenes it’s actually knows, it doesn’t just know that you open the file, that they click the link.

Mark Stralka
That’s table states. Opens, clicks. This is actually tracking how long the physician spends looking at each page. So, like Bob said, it’s really important to note, gosh, did they spend time looking at the thing that we just talked about, or did they not focus on that?

Mark Stralka
So at the end of this session, the rep also gets an email that looks, that tells them that the notification, that that doctor opened it. They get an email that says, hey, this person opened it, they were approximately in this location, view Insights. This is where the rep can then see a page by page basis. What did that physician look at? Where did he spend the most time? Well, in this case, the physician spent the most time on page three.

Mark Stralka
There’s something on page three that obviously got his attention. Maybe it was what we talked about, maybe it was the thing that he had concerns about. But now I know when I go to follow up with that physician, I can follow up with them about that specific topic. Behind the scenes because we can connect to Veeva, CRM, Salesforce, IQVIA, Dynamics and about a dozen other CRMs, all this analytics and tracking data is also appearing on the physician’s profile in CRM.

Mark Stralka
So on Dr. Smith, here there’d be an event that says Mark Stralka, sales rep Mark Stralka sent this file to him, and then he clicked it at this time and he viewed for seven minutes. So that’s helpful for the CRM team and also for the marketing team to have that system of record to see, because Mobile Locker is just one of the channels. You’re also sending out mass emails, maybe through marketing Cloud or Marketo or something like that. You’re having in-person calls. All Mobile Locker’s feeding back into your system of records, so you have a complete picture of all the interactions with that physician.

Mark Stralka
So that kind of gives you the day in the life of the rep from the iPad. But then they also, for some of our clients, what we especially saw during Covid, was some of our clients were letting reps send one to one emails through Outlook, but they were doing it in a controlled safe way. And that’s where Mobile Locker has a plugin for Outlook. Just like there’s an app store for an iPad, there’s actually an app store for Microsoft Outlook now.

Mark Stralka
And so we can plug right into that. So imagine I just had a call with the physician and we have a conversation. He says, hey, can you send me that information about that and also send me something else? So it’s a little bit more than just send me one file. Well I can pull up a pre-approved template and maybe it’s this one here. And he says, oh, send me something, I want to see, you want.

Mark Stralka
You want, I want you to send me something specific, OK, send me this and this and this one. And you insert those links. Those are all three trackable links and it works the same way. The value to the Outlook plugin is that one, I probably already communicated with the doctor through email. So it’s coming from my trusted email address, not some corporate email address or some info@company.com that’s going to get blocked by spam and two, the replies come back to me.

Mark Stralka
So as long as the company allows them, obviously a lot of our clients are doing this, they have some guardrails around what they’re allowed to say. And reps know how to follow those rules. But it gives them the flexibility to work with their reps, like sales reps, work in other industries with their clients, right, on a personal basis. It keeps them engaged and it helps them when they get back in the office, have a more intimate relationship with them as well.

Mark Stralka
So that kind of covers the day in the life of the rep. Like I said, reps get really used to this really quickly. We typically train them in a half hour call, maybe if it’s a big team, we’ll do a couple of different Zoom calls and within a week they’re using it. And we have office hours for them for the first couple of weeks. And then we don’t hear from them, because they just get it. It’s easy. The Home Office loves it, because of all the analytics and the ease of administration.

Frank Dolan
That is very, very cool, I want to build on that a little bit. Tell me more about the Home Office perspective, because that’s a question. So from an analytical standpoint, how is this helping the brand team?

Mark Stralka
So obviously you’re able to see things like how many emails were sent, how many e-mails were opened? That’s kind of, like I said before, table states. But being able to see, OK, we spent all this money with our agency to develop this beautiful piece of content that might be 30 pages long. Does anybody go past page seven? Is anybody actually using the content that we spent all this effort on? And because you can see those page by page analytics over time, you see, OK, for the last six months, this file’s been shared with a thousand doctors.

Mark Stralka
They’ve cumulatively spent X number of hours looking at it. Here’s the pages that are getting the most content. What can we do with those parts of the content? How can we reimagine it, to make it more impactful? Can we slice out those maybe a couple of pieces of content and create a new piece of content that’s more focused or using a different channel, maybe put it on some other conference website and things like that? How can we make better use of our content without spending gobs and gobs of money?

Mark Stralka
And that’s the real analytics, is being able to prove the effectiveness of all of the content.

Bob Lempke
Yeah. So we’ve actually had clients that have shared that with us, Frank. That have actually said, right, hey, thank you. We were able to take a four page PDF, convert it to a two page PDF based on the feedback we got from Mobile Locker that nobody was spending any time on page one and page four. All of the meat of the of the document was in two three. So they took things that they thought was important from one and four, put it into two- three.

Bob Lempke
And you know what happened? That document, that piece of content became more consumable, because it was shorter. It wasn’t as overwhelming. So that’s one, we do provide that macro level around the around the actual content. The other way I’ll answer your, I want to add one more thing about, around your question around the Home Office, is sales leadership.

Bob Lempke
So sales leadership, great, gets also gets really good insight around best practice. Right. So what’s happening from a best practice perspective inside Mobile Locker? So we can see that these 10 reps are sending these specific pieces of content. Their patterns from a subscribing perspective are being impacted. It’s very simple for the sales leadership to go into Mobile Locker and see those patterns, to recognize those patterns and share with the sales reps around. Hey, these five people are being super effective based on sharing these specific pieces of content, this specific pattern.

Bob Lempke
They’re setting this on Monday, this on Wednesday, so they can analyze and look into those best practices and then share them across their team. We get the question all the time. Oh, don’t salespeople, don’t they not like the Big Brother component of it? Well, it’s really not a Big Brother component. It’s a what is the best practice that’s allowing people to be successful? Right. That’s what we do.

Frank Dolan
That’s great. I think that it cannot be taken for granted the power and the impact on the customer experience as it relates to the tools and technology our field teams are using.

Frank Dolan
If it feels high friction, if it’s not comfortable, if it’s not creating value, those tools in that tech is not creating for a great customer experience. And it’s not really at the rep level. I think this is brand by brand, company by company. I have a lot of friends that are health care professionals. My wife is one. And I’ll tell you what, not all experiences, company by company are created equal and they’re starting to build real biases towards, when I’m on a virtual call with a rep from this particular company, I’ve got an idea it’s going to feel like this.

Frank Dolan
And I think it’s changing access levels, especially in a permission based environment, where we’re either going to say reps can come into my office and visit me, or I will accept the calendar hold to do that virtual call. We’re going to have to nail it. We’re going to have to do better. And I think this is an example of how you’re using technology to help drive and create a customer experience that delivers and delights. Very impressive.

Bob Lempke
And so, and I couldn’t agree more. And thank you for that, because that’s a huge point for us. We are doing it every day. Right. So and the thing is, you talked about complexity and removing friction. Right. The reason that we’re so passionate around our solution, our platform and the reason that our customers are so passionate, is that very thing. It’s not a six month deployment. Like sometimes we have customers that can’t keep up with us.

Bob Lempke
They’re like, we want to go faster. Like guys you’re overthinking this, we just get Mobile Locker out there, get it in the hands of the reps. Right. And and when they do, they learn along the way. Right. So we give them the ability to just go, right.

Bob Lempke
Stop talking about it. Stop talking about engaging with HCPs. Stop talking about omni channel engagement, put Mobile Locker in and do it and then learn. You learn on the fly, you learn what’s working, you learn what what doesn’t. And that’s the great thing about what we do and why we’re so, we think we’re so relevant and so, why we’re so passionate about the solutions that we deliver.

Frank Dolan
So you talked about ease and infer customer service for sure. So let me ask you guys. If I’m head of marketing, if I’m head of sales, what other stakeholders in my company do I need to have on board, because this technology is going to impact them?

Bob Lempke
You want to take that, Mark?

Mark Stralka
Sure. So typically we do go in for marketing or sales directly. Someone will reach out and say, hey, here’s the challenge we’re having. We have a brand that’s supposed to launch and Covid just happened.

Mark Stralka
This happened last spring. One of our clients said we were supposed to launch a product May 1st. Now, all of a sudden we’re remote. How do, what do we do? And we said, well, here’s what we can help you with. And it was within 30 days, we had them up and running. So certainly sales and marketing is the primary entrance. I.T. Gets involved. But because we’re not installing anything on the, except on the iPad, typically it’s a pretty easy process.

Mark Stralka
We tick all the boxes. I used to work infer security at J&J, and we kind of know all the ins and outs of what we have to do from a technical level. So we get I.T. involved, but it’s usually a very quick process. Regulatory gets involved but because it’s only approved content that goes in here. It’s the stuff coming out of all. So it’s already been approved, it’s already ready for the field to use. It’s just a matter of how are they disseminating it through the platform and through emails.

Mark Stralka
Email templates are approved. So sometimes the agency gets involved because they’re the ones writing the templates and and loading content as well. It’s pretty pretty typically sales, marketing, sales ops, and I.T.

Frank Dolan
Outstanding. Well, guys, I want to ask you a couple of closing questions here.

Frank Dolan
And the first question that I’ve got for you is, if organizations think, well, hey, look, I’ve got all the bells and whistles with with Veeva, we’ve got the CRM that feels soft and comfortable. Why should they start thinking about their situation differently, that would make them say, I got to check out Mobile Locker?

Bob Lempke
Hmm, that’s a great question. I’m going to take a shot at it, Mark, you can chime in. But so we, for the record, and I think you know this, Frank, but for the audience’s perspective, we work with, I would say most of our clients have some flavor of Veeva.

Bob Lempke
Most of our clients have some flavor of Salesforce, or some combination thereof. Right. So we don’t necessarily, say that we replace CRM, so we work very collaborative, very hand in hand with CRM, right? So we actually like to tell people that we optimize any investment they’re making in CRM. And here’s the thing. And I talk touched on it earlier, because typically when reps are doing their day to day, when they’re doing their, their just their thing and they’re doing their motion, they’re in there, they’re in the groove.

Bob Lempke
They want to be in the platform they’re comfortable in. Right. They want to be in that. And that’s where we can deliver that massive value. So they don’t, like we don’t necessarily want people to change what they’re doing from a CRM perspective. We just want to kind of change a little bit of their workflow in order to make them more efficient. Does that make sense? Does that kind of answer the question? I don’t know if Mark you want to add anything on that?

Mark Stralka
Yeah, like Bob said, most of our clients have vault from the regular review and approval process. Once it comes out of vault, it could be fed into Mobile Locker either automatically or manually. Keeps it super easy for the administration of it. Expiration dates happen automatically. Things get pulled down if it gets that black box warning, things like that. And then the data feeds back into CRM from a data perspective. So everyone’s kind of happy and the reps, just kind of get up and running very quickly.

Mark Stralka
And so it’s super easy for them. It’s not a burden for them to learn a new technology because it’s, at this point, everybody’s had iPads for ten years. They know how to use an iPad. They’re very comfortable with that. They know how to use Outlook, if they’re allowed to use that. And we make it very easy for them. Very few clicks. All about ease of use. And we’ve been doing this for ten years. We kind of we’ve gotten a lot of input from reps and focusing on what’s going to make the reps life easier.

Bob Lempke
And here’s what’s great. Here’s what’s really great about what we do, is that when you think about a rep, right. You think about just a real world anecdotal experience. Right. When you say to the rep, we’re adding a tool, we’re adding something. The rep initially thinks. What does the rep think? Oh, great. Another problem, another thing I have to learn, another thing for the Home Office to get in my grill with. Right.

Bob Lempke
And that’s kind of the rep response. But then they and we by the way, that’s typically what we see when we engage with the rep initially. And then the reps understand Mobile Locker, we show Mobile Locker and we see that they can do their thing the way they want to do it. And it gets people off their back, not on their back. And it gives them visibility into what they’re doing right and all the great things that Mobile Locker provides them.

Bob Lempke
Reps become our absolute best friends in these accounts. They love Mobile Locker. And if somebody raises their hand and says, you know what, we think there might be a better way to do what Mobile Locker does, the reps go crazy.

Bob Lempke
So reps are up.

Frank Dolan
And the best reps that I know, the best reps I’ve ever worked with, I feel are incredibly surgical and intentional about how they’re trying to get involved and build on the value proposition story. And with these analytics, I think it’s going to be very clear for the best representatives to be able to say, hey, you know what, I know where to jump in. I know where to continue to really convince this particular person, to go ahead and move forward, because with all of the different initiatives that we have going on right now with HCP’s, reps need to know where they are in the message journey, so I can really take them to the next level and ultimately serve more patients.

Frank Dolan
I think what you’re doing is great. Alright, Mark, closing comments. And then Bob I’m going to ask you, how do we get in touch with you guys?

Mark Stralka
Great. Oh, sure. So I just want to say thank you, Frank. This has been an honor to be with you on this presentation. And like I said, we love what we do, love the story of growing this company, and helping these companies and these brands and these reps especially, engage in these difficult times. And we look forward to doing it again in the future.

Frank Dolan
Outstanding. Thank you.

Frank Dolan
And Bob, how do we learn more?

Bob Lempke
So really easy access is Bob@mobilelocker, Mark@mobilelocker. Either one of us, we’ll make it as simple as possible. It’s one of the things we do for a living. We try. Everything we do is about removing friction. So Bob@mobilelocker, Mark@mobilelocker, will get you right to us. Bob Lempke on LinkedIn, Mark Stralka on LinkedIn. Our names are right there. Feel free to reach out.

Bob Lempke
We do a ton of stuff on LinkedIn. We like to think we throw a bunch of content out there around engagement, a lot of value. Some of the stuff I shared earlier, were happy. Like I’m always out there looking for articles and white papers and things like that to share around engagement. So please never hesitate to reach out. One of the things that we that we really pride ourselves on is responsiveness. That’s what we hear from our clients all the time, is that no one is more responsive than us and we really, really believe that.

Bob Lempke
So it all comes back to the whole concept of being people and customers and partners first, which is what we wake up to do every day. So please never hesitate to reach out. I would put, I don’t know if we need to put cell phone numbers up here, but if you get a hold of us, on email or LinkedIn, we’ll definitely reach back out to you quick.

Frank Dolan
Very, very cool.

Frank Dolan
Well, guys, you know what? We’re very supportive of connecting the people and ideas that are transforming the industry. And the fact that your technology is helping us break through the apathy and be more effective in telling these brand stories, is going to help patients. And that is our North Star. So on that note, on behalf of Arsenal Nation, Mark, Bob, thank you so much. Can’t wait to talk to you soon.

Bob Lempke
Alright. Thanks again. And Frank, again, thank you so much for having us.

Frank Dolan
My pleasure.

Bob Lempke
Have a great weekend, everyone.

Frank Dolan
Thanks.

 

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