I knew early on that the Tablet PC was an incredible idea but it took a few years before I had the funds and courage to jump in to uncharted waters. I never saw a Tablet PC being used in a real world scenario much before I purchased mine so I knew I was playing around with something new and exciting. GSK took a similar leap of faith when they investigated new ways to interact with customers, and complete the sales loop with their sales and marketing teams. They needed a solution that was mobile and easy to use on the road since pharmaceutical representatives spend much of their day visiting numerous doctors and clients. The ability to complete the business loop was also a topic of great interest. Establishing this connection would allow a representative to report back to headquarters on the results of a recent meeting. Another team could then analyze those results and from their use that information immediately to address future meetings and establish a routine that delivers the content doctors really want to hear. After the brainstorming and idea throwing was complete the Tablet PC was the solution that stood out from all the rest.

After deciding on the use of a Tablet PC the next question every individual must ask themselves is which Tablet PC is right for them. I spent a lot of time researching this myself and now help others with the difficult challenge of finding that perfect tablet. Truth be told there is no “perfect tablet”, there is just the one that is best for any particular situation or individual. GSK ended up choosing the “HP 1100 Tablet PC for its power, its affordability, and its flexibility to work in a slate mode during presentations.” I agree that the HP 1100 is a wonderful unit and was very sad to see HP abandon it a few months back. I really thought there was a niche of users that could benefit from this small slate but HP must have saw otherwise. GSK was able to get on the deal before HP dropped the 1100 and it seems to have been the right choice. I think any company or individual looking for a similar should take a look at a pure slate model like one from Motion Computing or an ultraportable convertible like my Lenovo X41 Tablet PC.

With the Tablet PC picked up they teamed up with Proscape Technologies. I have yet to look into Proscape myself but plan to do so in the near future. I may have a short little write up on that as well but from a very quick read over of their site they seem to offer software dedicated to the sales representative force. Partnering up with Procscape aligned all the pieces for GSK.

Software is everything! A Tablet PC is a wonderful thing but if you don’t have the right software to take advantage of the inking ability your really not allowing your tablet to unleash its full potential. The hardest thing with students is for them to understand why they have to invest even more money into the machine they spent a small fortune on. I’m glad to see OneNote shipping on a few Tablet PCs now but bundled software packages for students and all PC users is an area that still needs a lot of work. I’m glad to see GSK make the right decision and invest in software that allows the Tablet PC to shine.

With everything in place GSK sales representative were equipped with their Tablet PCs and ready to hit the streets. It didn’t take long for GSK to notice immediate results. One of the first advantages was the mobility and ease of use on the road the Tablet PC offers. I too noticed this right away as a student. Being able to quickly pull out your tablet to review some notes while waiting in line or eating lunch is a much more pleasant and natural experience than your traditional notebook can provide. GSK says the “Tablet PC is a workstation on the road, from which they can access their vital CRM [customer relationship management] data and other tailored information, create customer presentations, and reorder products.” For me it was reviewing notes at lunch, reading an ebook on a couch, or looking at my schedule while waiting in line at the financial aid office but you can see how the two different scenarios both benefit greatly from the mobility of a Tablet PC.

The Tablet PC experience extends beyond the user and interacts with its surroundings as well. Something I have observed with my own Tablet PC is that it is more inviting than your traditional notebook. For starters its new technology always manages to catch the eye of stranger and often invites them over to inquire about my magical scribbling device. However the Tablet PC goes well beyond this initial conversation starter. It brings a new dimension to group collaborations and presentations. When working or studying with others I notice they are more inclined to jump over and work through a situation together on my tablet. Maybe it’s because it lays flat on the table so more people can huddle around. Another possibility is the elimination of a screen sized wall is no longer there to separate and everyone can clearly see each other which establishes some common level of interest. I especially noticed this in class. With a regular notebook I often felt disconnected from the professor as the screen somewhat barricades and separates me on some level from the lecture. However, when in slate mode I retreat back and remove the physical barrier that impedes that personal connection. The same applies to sale representatives and doctors. Making a personal connection with a doctor must be established very quickly (time is always an issue) in order for them to have confidence in what you’re about to present. Setting up a laptop to showcase some snazzy PowerPoint presentation while you hide behind the screen is not an effective strategy in my opinion. The ability of the Tablet PC to easily sit in your lap while you hand write notes offers s clear advantage over typing or taking notes on a legal pad that could get misplaced.

This leads in to the next advantage, which is the ability to have everything where you need and the ability to find that data quickly and efficiently. From what I have heard and seen pharmaceutical representatives often tote around vast quantities of research, information, and pamphlets. As a student I face the same daunting task but instead have several textbooks, spiral notebooks, note cards, folders, and a large bag of multi colored pens, and highlighters. Recent technology and the concept of going paperless is making amends to those days of tired shoulders and sore backs. Last semester I carried my Tablet PC in a Tom Bihn large café bag while walking around campus and heading to class. There were no heavy textbooks or papers to lose. E-textbooks eliminated the need for those bricks of paper and I always had everything I needed for all my classes at any one moment.

Again a similar situation occurs in the world of pharmaceutical sales. Sales representatives don’t carry around that mass of papers for fun but bring it along it case the doctor seeks additional information on a particular topic. Since they could ask nearly anything and being able to answer their question at that moment appropriately may be the difference between a sale or not, a library of resources must be available. Although the idea of digitalizing information is not restricted to Tablet PCs, the platform surely does help with the process. If notes and resources are all stored in an ultraportable Tablet PC the representative no longer has to go “dumpster diving” into their bag but can simply find the information that is required on their tablet. I should note that finding this information can be difficult in itself if certain efforts are not applied. The information will not organize itself but a nice desktop search engine like Google and information management software that easily allows you to keep everything organized, like OneNote or MindManager, will allow you ditch that library on wheels. GSK has learned that “because the Tablet PC is at the center of GSK’s presentations to physicians, sales reps are able to keep all of their relevant materials in one place, digitally—eliminating the need for their traditional paper based collection — and can use the digital pen to easily navigate among their resources, making annotations as needed, and obtain digital signatures.”

The Tablet PC is a wonderful device, allowing students to work more efficiently in school and enabling pharmaceutical sale reps the ability to easily work on the road while enhancing their interaction with doctors. I think Di Pasquale says it best, “I think it’s pretty clear that this technology has the opportunity to redefine the landscape in how pharmaceutical sales representatives educate physicians on medications. I think this is going to change the game.” After using a Tablet PC myself for about a year and experiencing many similar advantages, I quite frankly couldn’t agree more!

For More Information:

To read about GSK and other winners of Microsoft’s 2006 Pharmaceutical and Life Sciences Award Winners please visit this site.

For more information on GlaxoSmithKline and learn more about the products they offer please visit their website at www.gsk.com