Sales empowerment tools are getting richer by the day. This discussion explores the trends.
Sramana Mitra: Let’s start with introducing our audience to yourself and ScrollMotion.
Josh Koppel: I’m the Founder and Chief Creative Officer of ScrollMotion. ScrollMotion is a platform that lets any company create highly interactive content on an iPad for things like sales, training, and communications.
Sramana Mitra: What’s special about the platform?
Josh Koppel: In the past, it’s been very hard for companies to take advantage of the power of the iPad for sales in a truly revolutionary way. People have been able to move around flat content and maybe open up some PDFs and PowerPoint but have never really able to delve into the experience of touch. That, to us, is truly transformative and truly revolutionary in terms of talking and having a conversation with somebody.
Sramana Mitra: Can we go through some examples of your customer scenarios where this is in display particularly?
Josh Koppel: From an industry perspective, pharmaceuticals was one of the first industries to really embrace the iPad or sales. The people that actually talk to doctors to try to talk to them about new and exciting treatments are called e-detailers. We started working with a number of major pharma companies to basically take flat content and turn it into highly interactive, surprising, animated material that they could engage with.
There’s a lot of information about what happens when you not only show content but actually put an iPad in a person’s hands. It’s actually off-the-charts amazing. This company I’m talking about did a test where half the sales people held the iPad and half the group gave the iPad to the doctor. When they gave the iPad to the doctor, they saw a three times increase in the intent to prescribe. That’s just off-the-charts for a piece of technology that energizes the sales process like that. They also saw a 16 point uptick in recall for the physician, and a 24-point uptick in the physician seeing the salesperson as a useful source of information.
What that really means is that if you’re using an iPad correctly in a sales experience, not only are you going to sell more if you hand the iPad over to the person that you’er engaging with, but they’re also going to see you in a different light and they’re going to also remember more of what you said. That is absolutely transformational.
Sramana Mitra: In the scenario with the doctors, what is it that doctors are specifically doing that is increasing engagement?
Josh Koppel: They’re being told a sales story that is complex.
Sramana Mitra: I’m not with you. Can you present the scenario with who is presenting what to whom?
Josh Koppel: I’m a drug rep and I’m presenting to you a breakthrough treatment.
Sramana Mitra: A pharmaceutical salesperson is trying to interact with doctors and in the presentation of the value proposition of the drug, the pharmaceutical sales rep gives the doctor a much better experience and gets more engagement.
Josh Koppel: Specifically what’s called a mechanism of action which is a graphical visual way of explaining what the drug does. In the past, these have been foldouts or pieces of paper. It’s close to a pop-up book to try to make something exciting. With an iPad, you have an experience that is not only much more engaging from a visual perspective but also non-linear so I can be limber in how I tell that story.
It also comes with data and analytics that can be used back at the home base andthe ability to have a play-by-play record of the sales presentation for the manager back in the office who can actually understand what’s working and how long are people spending time on a specific page with the doctor. What is the media that is actually unlocking the potential of the conversation?