Not only do tablets allow reps to keep most of their detailing information in a single location, but the pen function also allows them easy access to that information when they need it. "The pen allows much faster and friendlier navigation," says Bob Cannan, chairman and CEO of Rochester, NY-based Eagle International. "Do I want to be carrying this bulky bag full of lame visual aids that I really don't use anyway? Or these clinical studies and things that I'm supposed to leave behind? Or instead of diving into the detail bag, would I like to, with a touch of the pen, bring it up and show it to [the doctor]? And in fact, with the next touch, zoom in on it. The guy wants to see the package instructions for dosing. Tap it, show it, zoom in on it. I mean, now I have some value I can offer this guy. I can answer his questions instantly."

"Many reps detail more than one brand," adds Pharmedica's Bavasso. "If [reps have] everything from Brand A in terms of detail pieces and leave-behinds and reprints, and then Brand B and Brand C, then they carry a bag or a binder and they sort their binder or bag a certain way to prepare themselves for a sales call. Well, the nice thing about the tablet with the enabling software is it's very, very easy to jump from brand to brand, depending on where the doctor wants to go, with a pen."

This improved efficiency is not only increasing reps' time with physicians but, more importantly, is also helping reps use that time better. According to a case study conducted by Microsoft with Mississauga, Ontario-based GlaxoSmithKline Canada, reps using tablet PCs were able to "increase their productivity and efficiency in a highly mobile environment" and "approach physicians across Canada with a more engaging offering." Also, Pharmedica has found that a third of reps using tablet PCs report that their presentations are longer in duration.

The pen also allows reps to respond better to physician questions by taking notes directly on the tablet as they go (reps should be cautious, however, about using the pen to highlight study information for a physician or any other actions that might raise regulatory red flags). The presentations can then be saved as separate files for later reference. Says Microsoft's Jordan, "If the physician asks a couple questions, [you] can write the question on the tablet right there and say, 'Is this really what you are looking for?' You would be able to keep that as a record of what you did and then be able to go back and enter that information into the [customer relationship management] tool."