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Blue Bell, PA headquarters
Aristas VideoDetailing Physician Access
Beyond Face-to-face
Detailing
Arista Marketing Associates, Inc. www.aristamktg.c
om 800.866.8672
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Why Live Rep-on-Demand?
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Health Care Professionals are changing the
channel on Pharma interaction.

• Healthcare Professionals
• want control over when and how they access
  information
• are increasingly pressed for time and are
  over-scheduled
• use the web as an important channel to learn
• look for immediate, easy, flexible access to the
  most current research and information to help
  them keep pace with the changing medical landscape

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The opportunity.

• Deliver product information to HCPs on demand
• Coordinate interactions with HCPs
• Support the field force
• Service is the key to a successful rollout
• Service to HCPs, delivering the expectations and
  information needs
• Service to the field force, making this a
  value-add to them as they serve their HCPs
• Be there when the rep isnt
• Become a feedback tool so the reps have a clearer
  picture of their customers needs and improve
  their future interactions
• Live Rep-on-Demand can become an integral part of
  a greater relationship management program that
  embraces remote promotion as a core service
  offering

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How clients use Live Rep programs.

• One client has only virtual reps for one product
  and a mix of field and virtual reps for two
  additional products
• A second client is moving toward a service and
  specialty rep model and using virtual reps for
  PCP coverage
• Another client has an integrated model where
  virtual reps are fully integrated with the field
  force
• Virtual reps actually take direction from
  DMs/RBDs

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How a Live Rep program builds relationships and
changes behavior.

• Provides an interactive option for promotional
  and educational brand messaging
• Offering solutions for physicians and their staff
• As a part of an overall remote promotional
  vehicle, provides HCPs 24/7 access to product
  information and support
• Increase HCP satisfaction by being more
  responsive to needs
• Updated web content will encourage repeat visits
• Increase reach and frequency by servicing HCPs
  who receive little or no support

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Ensuring information 24x7.
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Live Rep program successes

• Third party surveys of physician participants
  give Arista Live Reps high marks for
• Delivering real value
• Knowledge level of a field-based rep
• Motivating them to increase their prescribing
  level
• Ability to deliver multiple product presentations
  on over 40 of our inbound calls
• Arista Live Reps have expertise in segueing from
  one product to another
• One client will now have us cover three products,
  including their 1 pharmaceutical agent
• Average inbound call length 13 minutes

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Integration with the field force

• Live Reps have ownership of specific territories
  that allow for NRx and TRx success measurement
• Aristas Field-Qualified Reps work jointly with
  field reps to reach hard to see physicians - they
  communicate via telephone and district meetings
• For one client, Live Reps actually work in
  clients CRM system so all information is readily
  accessible to field and vice versa

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Information Technology

• Physician access to the Live Rep is via the
  internet from their personal computer
• Accessible from any standard browser (Internet
  Explorer, Mozilla, Opera, etc.)
• Access to Live Rep can be restricted to
• Authenticated physicians (those who fully
  registered)
• Validated physicians (by State License Number)
• By specialty

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Information Technology

• Features of the Live Rep Interaction
• High resolution/real time video of
  Field-Qualified Rep
• Ability to share PowerPoint presentations, PDFs,
  Polls, Interactive Content (Adobe Flash), and
  other multimedia document types
• Rich physician interactivity by providing ability
  to highlight, underline, and apply symbols to
  critical comment (Study Findings)

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Comprehensive, Customized Reporting
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Promotion and recruitment

• Live Rep program requires promotion internally
  and externally
• Internally, the field force must embrace as a
  value-added service that they can provide to the
  customers
• Externally, physicians must be shown that this
  service is available at their convenience.
  Sources of promotion and recruitment include
• Field force
• Brand Website
• Arista Call Center
• Conventions
• Direct mail
• Search and email lists
• Banner advertising on targeted websites
• Alliances with affinity groups

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Key learnings

• Live Rep should be used as one component of
  overall HCP relationship marketing program
• Field organization buy-in is important
• Live Rep training is a critical component
• Flexibility is crucial to the success of the
  program
• Reassess at periodic intervals
• Web-based material must be pertinent and updated
• Encourages increased HCP visits

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Arista talent acquisition process
Profile Definition
? Position roles and responsibilities ?
Experience ? Physician relationships ?
Competitive information
Sourcing
? Referrals ? Diversity sites associations ?
Internet job boards ? Rosters, career fairs
hiring conferences
Talent Discovery
Implementation
? Implementation of screening criteria ?
Targeted Selection phone interviews ? Predictive
Index ? Face-to-face and video interviews ?
Reference background checks
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Live Rep Sample Training Plan
FQR Training

• Week 1
• Product Training
• Home Study

• Week 2
• Product Training
• Home Study
• Assessments
• Role Play Product Core Message

Week 3 Onsite Training at Client
Week 4 Field Rides (2 days) and Arista Training
(3 days)
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Wrap up

• Market dynamics continue to drive need for Live
  Rep-on-Demand model
• Arista Marketing provides industry leading Field
  Qualified Representative support for the Live
  Rep-on-Demand model
• Arista offers clients unparalleled experience and
  knowledge critical for success in the HCP
  Portal/Live Rep-on-Demand arena