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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RogerRisdal
29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Accelerate Revenue with Sales Enablement Apps
Roger Risdal | Business Development Manager, Digital Publishing and Mobile
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital Transformation
Digital transformation refers to the change that is
associated with the usage of digital technology
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital transformations to me, influence the
entire company structure.
How to do business, how to market you products or service, how to engage
with your customers, how to organize your company and how to plan for the
future direction…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Mobile is driving digital transformation
“The gap will increase between marketing leaders who re-engineer
their businesses to deliver mobile moments and the majority of
marketing executives”
- Forrester Predictions 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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2017
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87%
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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1
According to July 2014 comScore report:
14%
1
20%
App activity on smartphones and
tablets is significantly higher than
mobile browser
Mobile Web
1
1
?
80%
Apps
86%
0
0
2015
2014
Source: Flurry Analytics, IDC Worldwide Quarterly Tablet Tracker, Forbes , Bloomberg, GlobalWebindex
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Do you have a digital transformation plan
in place?
•
•
•
•
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Are my organisation ready?
Do I have the right team around me?
Do I know how to build my business for digital?
Is my marketing/agency prepared?
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Why is it important to
have a plan?
• Digital technology go hand in hand with
a company’s digital transformation.
• If you have the strategy but no
technology, you will not get there.
• If you have the technology but not the
right team, you may fall short
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital transformation
make things move fast.
Go for the ride or
someone else will fill
that spot.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital Business disruption.
you can either be disruptive or be the one that is
disrupted…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Uber might well be worth $40
Billion regarding to Business
Insider.com
The company started March
2009, it’s 6 years…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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With the transformation to the
digital world and business, it’s like
being inside a perfect storm.
The GTM with a global product
have never been easier.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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“UBER, the world's largest taxi company owns no vehicles,
FACEBOOK the world's most popular media owner creates
no content,
Airbnb the worlds largest accommodation provider owns
no real estate.”
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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• Anyone can sell to a global market.
• Anybody can reach consumers by a mobile phone.
• Access the world consumers at your fingertips.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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A technology shift requires a new
different mindset.
Challenge existing business models and build your business for the digital
world.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Establish Digital Selling Excellence
Stefan Wiemann | Senior Marketing Manager, Merz Pharmaceuticals
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Disclaimer

The following presentation of slides and applications are intended solely for the educational purposes of the
digital marketers at the Adobe Summit 2015 in London.

The following presentation of slides and applications are in no way, shape or form intended to be
promotional nor intended for Health Care Professional use.

The following presentation of slides and applications reflect the opinion of the presenter and not those of
the company.
It is kindly requested to refrain from taking pictures or videotaping of the presented material.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Merz Pharmaceuticals
Inspired by 100 years of innovation

Privately-owned, international specialty healthcare company
Neurotoxins

headquartered in Frankfurt/Main, Germany

2,700 employees in 17 branch offices worldwide and distributed products
to over 70 countries

1 Bn EUR in revenue
Aesthetics

Strong portfolio of aesthetic & dermatology products

Major product is a purified, botulinum neurotoxin type A which is free
from complexing/accessory proteins
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Our environment: Dr. Google: Patients look online for healthcare related questions

In Germany alone there were 1 Billion healthcare queries for 2012*

Healthcare is the fastest growing search category on Google, being
already number 2**

65-75 % research their healthcare before they consult a physician
Google Knowledge Graph
http://www.youtube.com/watch?v=bidBKtN2mMg
Source: *Google Keyword Tool, **Google, personal communication *** Google & OTX, Health Consumer Study
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Our environment: Wearables generate even more personal data
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Our environment: Tech companies are moving into healthcare
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Our environment:
Patient empowerment
Patient
thought leaders
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital is now an integrated
part of pharma marketing
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our environment:
Digital is now an integrated part of pharma marketing
❶
Multichannel and patient services go hand in hand
80% of patients gave the thumbs-up to pharma services like product info and symptom tracking
64% of patients are willing to share information on their health to get free services
69% of patients welcoming email contact, 44% through websites & mobile apps and 38%
via social media.

❷
We need change/adapt our marketing/sales approach to stay relevant
Patients and HCPs will integrate digital tools into their daily lives.

We have to adapt to new tools and embrace innovation
across the company!
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Our sales approach:
For an effective call we need to tailor our messages to where our customer is on the agreement ladder
Step
Ladder of Agreement
Step
Step
Step
Right message
Right client
Step
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Right time
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Our vision:
To tell our story in a vivid and conclusive way
 using memorable pictures and animations
 visually supporting but not dominating
 having all the necessary information at the fingertips
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Our goal:
Establish Digital Selling Excellence
Digital Selling
Excellence
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Our goal:
Establish Digital Selling Excellence
The STORY in vivid,
memorable images &
animations
Digital Selling
platform iXEO
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Selling
Excellence
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Our goal:
Establish Digital Selling Excellence
Product knowledge
The STORY in vivid,
memorable images &
animations
Digital selling skills
Digital Selling
Excellence
Messaging
Sales, Targeting &
Negotiating skills
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital Selling needs training and best-practice sharing
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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A Standing ovation
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A Standing ovation
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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iLearn is the digital training companion for the selling pattform iXEO
iLearn
iXEO
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iLearn will use the same established global technological platform as iXEO creating
synergies on user and creator side
iXEO
iLearn
Established Adobe DPS


Available in company App store


Entitlement to groups/individuals


User management in ARS


Windows Network login


Established digital workflow


Identical usability paradigm


Cutting edge interactivity


© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RogerRisdal
Digital Selling changes the way we engage with the customer but it requires a new set of skills
Product knowledge
The STORY in vivid,
memorable images &
animations
Digital selling skills
Digital Selling
Excellence
Messaging
Sales, Targeting &
Negotiating skills
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RogerRisdal
The Digital Selling Tutorial complements the our training platform and contributes to SFE
Objective:
Provides the detailed help on the iPad handling, the app and a story flow on how to tailor iXEO
content to an individual scenario
❶
Basic training for ipad and the apps (setup, navigation, interactivity, ... )
❷
Digital Selling: How to use an iPad & iXEO in a sales call effectively?
Tell A Story
Tailor Your
Call
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Physical &
practical
considerations
Prepare
Practice!
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Engage
Best Practices
Global eLearning Dashboard will allow to monitor learning progress

All sales manager will get access their corresponding sales teams

The dashboard will show the learning progress

To visualize the progress a simple color system is used
Red:
Module hasn’t been started yet
Yellow: Module has been started but not finished yet
Green: Module has been finished (including test)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Launch of a Learning enhancement tool QSTREAM
100
Forgetting curve
(Ebbinghaus)
23%
0
6d
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Multi-touch screen or holographic projection on exhibitions
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Key success factors for digital selling excellence
80/20
FOCUS
TEAMWORK
Ask the internal
customer
PICK the right
partner and
platform
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Train only what’s
needed
Copy ‘n’ paste
won’t do it
80% of budget
and time for
implementation
and roll-out
only 20% to create
INTERNAL
#AdobeSummit @RogerRisdal
Key success factors for digital selling excellence
TELL
an emotional
story
ENGAGE
with your
customer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TAILOR
TRAIN confidence:
to create an
all messages to
the agreement
ladder
“I am invincible”
attitude
EXTERNAL
#AdobeSummit @RogerRisdal
What’s next?
❶
Analytics:
So far only use of Adobe Baseline Analytics, use of Site Catalyst currently under evaluation
❷
Integration into CRM system
Using Adobe’s Salesforce.com plugin in order to provide presentation tracking
❸
Use/Switch to Adobe Publish?
❷
Launch of Learning enhancement tool Qstream as an add-on to iLearn
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Thank you

Contact
[email protected]

Our partners
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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