Leveraging Digital Materials
at
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
How do you prefer to receive new product information
currently found in launch folios/manuals?
100%
90%
80%
63%
70%
60%
50%
40%
32%
30%
20%
5%
10%
0%
Digitally
Hardcopy
Answer: 63% prefer hardcopy.
Both
Results
I would prefer to access product launch folio/manual information
on the Extranet instead of receiving a printed launch folio/manual.
100%
90%
80%
70%
60%
58%
50%
40%
30%
20%
10%
23%
19%
0%
Disagree
Undecided
Agree
Answer: 19% prefer digital materials instead of print.
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?