Okay, I’m being slightly facetious here, but this is a scenario that plays out to a greater or lesser extent in a vast number of households throughout the developed world. The impact technology – specifically, hand-held technology – has had on our day to day lives is enormous. We are all living life in a very different way to a couple of decades ago.
Of course, this technological innovation has an impact on how we work as well. How many times this week have you sent an email to someone just across the room from you, rather than talking to them? And how many times have you found yourself checking your phone or laptop during a meeting or conversation?
New technology has become so important to us simply because it offers us so much. And it’s no surprise that the Pharmaceutical Industry has rapidly adopted, repurposed and utilised technology to suit its own goals. Running clinical trials is made easier through home- monitoring solutions and patient self-reported outcomes on their smart phones. CRMs, although often considered to be the bane of the field force’s lives, has made the day to day call planning, recording and reporting considerably easier than it used to be. Voting pads and smartphone apps have made symposia and meetings more interactive and engaging than ever before. And, of course, the availability of iDetails has meant that informative, animated and compelling data is only a click and a swipe away.
I feel very strongly about the importance of good quality medical/scientific interactions – so much so that I have moved away from Medical Affairs and joined ACHiiVE, a market-leading company providing innovative, state-of-the-art solutions to improve performance in field- based teams, and coaching for line reports. We specialise in improving the MSL-HCP dynamic, highlighting the need for high quality communications with appropriate use of IT and other resources. We can provide a range of experiential learning programmes for MSLs as well as tools and training for MSL coaches.