How Medtronic revolutionized their sales force with the iPad
It started with a battery-operated pacemaker. In the mid-1950s, Minneapolis engineer Earl Bakken developed a wearable pacemaker, which has since transformed countless lives. Today, Bakken’s company, Medtronic, has grown to the world leader in medical equipment for cardiovascular, neurological and musculoskeletal disorders, as well as chronic health conditions and surgical procedures.
Today a new product is transforming Medtronic: the iPad. The company has launched 15 different iPad applications for productivity, efficiency and knowledge-sharing. iPad applications are revolutionizing Medtronic’s sales. Linnea Burman, Medtronic’s Marketing Director for Drug Delivery Systems, says, “The iPad helps us tell a very impactful story to clinicians and patients around the world.” Medtronic’s ITB Therapy iPad app allows sales reps to pull up information by product, topic, and audience – for example – physicians.
Marketing Director Burman said, “The sales representative can pull up information very quickly and can use graphics to tell a story that’s very memorable.” Product ordering and registration is completely integrated into back-end systems through Medtronic’s M-Star iPad application.
The iPad Encourages People to Use It for Medical Sales
Michael Hedges, Medtronic Chief Information Officer says, “The information is delivered in such a way that it encourages people to use the application. The day the iPad came out, it changed IT.” Medtronic’s iPad apps are distributed through the Medtronic App Store, a password-protected website that lets the company control access to qualified staff and easily provide app updates. Medtronic’s iPad medical sales apps work completely within FDA regulations and easily provide protection for sensitive information.
Medtronic’s ultimate goal is to help patients have more access to the therapies they offer through the technology they’ve created. In all areas of the company, the iPad is sparking a revolution.
Medical Sales Revolutionized by iPad
According to Medtronic’s CIO Michael Hedges, “Business will not get credit by just sitting there. They’ve got to change the game, and the iPad is the game-changer.” Before iPad, Medtronic’s sales reps routinely lugged 25 pounds of printed product literature. The iPad allows them to call up the latest information — including dynamic videos, presentations, and PDF files — all on a device that weighs less than two pounds.
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