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Leveraging Digital Materialsat
Boston Scientific
Final Project Presentation
Katie Johnson
May 2005
Situation at Boston Scientific
Need to save money Need to communicate efficiently Curious about digital materials as a
communication medium
Benefits of Digital Materials
Potential production & printing cost savings of over $600,000 annually
Timely access to information
Easily updatable format
Sinickas Says
Research shows that the percentage of employees who prefer e-channels exclusively is small
For most of the categories of information, between half and three-fourths of employees want a mix of channels
More than three-fourths of employees at six companies responded that they wanted printed versions of publications to remain available (Sinickas, 2004)
Research Question
Does the Boston Scientific sales force perceive digital product launch education materials as an adequate replacement for printed materials?
Methodology
Survey sent via e-mail to all 960 U.S. sales reps
7 closed-ended, 3 open-ended and 5 closed/semi-open-ended questions
Incentive – portable DVD player
Response
960 U.S. sales reps surveyed 334 completed the survey 35% overall response rate
Results
Have you visited the Extranet site for information prior to a sales call:– 84% yes– 16% no
Answer: Yes, the Extranet site is utilized.
Results
Answer: 63% prefer hardcopy.
5%
32%
63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Digitally Hardcopy Both
How do you prefer to receive new product information currently found in launch folios/manuals?
Results
Answer: 19% prefer digital materials instead of print.
23%
58%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Disagree Undecided Agree
I would prefer to access product launch folio/manual information on the Extranet instead of receiving a printed launch folio/manual.
Results
Are there times when you prefer to receive a printed launch folio/manual? (please explain)– “Yes. Faster to sometimes use a printed
resource, plus I take them with me to review in the car or the hotel.”
– “Yes, when we first launch a new product. It is nice to be able to carry around the manual since I don't always carry my computer.”
Answer: Yes, print is preferred at times.
Results
Are there times when you prefer to access launch folio/manual information on the Extranet site? (please explain)– “I like to have both. The hard copy at the time of
the launch to study, and on the Extranet as a place to refer to when I need to find it again.
– “Yes, if someone brings up a question or needs information long after launch.”
Answer: Yes, digital is preferred at times.
Answer to Research Question
Does the Boston Scientific sales force perceive digital product launch education materials as an adequate replacement for printed materials?
For this sample: No – at least not yet.
What Does This Mean?
Digital vs. print usage may be situational Hurdles to acceptance
– Convenience– Technology barriers– Work location– Adverse to change
Recommendations for Boston Scientific
Print be used in conjunction with digital for the foreseeable future
Conduct a pilot test Focus group
Questions?