IMImobile, a global technology infrastructure and solutions provider to mobile operators, is working to increase reach with its platform technology  for pharma industry’s field force management. The technology was developed by its team in India.

The pharma industry has a huge sales force which becomes complex to track. Therefore, to ascertain the location of the field force, provide real time updates and monitor productivity, the pharma industry is increasingly interested to make use of mobile platforms. It also helps the medical representatives update database using SMS API (short message service application programme interface). The implementation of the platform helps in channelizing the operations and leads to efficient management of the field force.

The company’s DaVinci Service Platform has been developed over the last 10 years and delivers services to over 100 blue chip companies and 80 leading operators in over 60 countries. But the solution for the pharma industry is powered by IMImobile Openhouse.

Mobile solutions for large enterprises are still at an early stage in India. Now the company is taking a mobile data platform approach to this as opposed to many companies who are looking to develop specific point products for niche use. Mobile apps are one part of the overall solution.  There are a host of channels like Voice (IVR and OBD), SMS, USSD, Social, Email, Push Notifications etc.

“We have evinced tremendous response from the pharmaceutical space as the sector views benefits which include improved productivity of the field employees, up-to-the-minute visibility for management into field activities, improving the authenticity and credibility of data collected on the field by time stamping and geo tagging such data,” Vishwanath Alluri, founder and executive chairman, IMImobile told Pharmabiz.

“We have a multi-channel service creation, delivery and management platform that allow us to create all these services quickly. The platform and cross-channel approach distinguishes us from other vendors offering point products. Now specific technologies used in this particular application for the pharma industry include GPS, Cell-Id based location, GPRS/ EDGE/ 3G data connectivity, Smartphone application that runs on multiple operating systems such as Android, Blackberry, Windows Mobile and iOS, and Cloud Messaging for in-app push notifications. However, owing to strict non-disclosure agreements, with our customers prevents us from revealing the names of the companies using the same,” he added.

The solution is delivered through a cloud-based (SaaS) delivery model. Correspondingly, there is very little or no upfront capital expenditure except for any customizations if required. Customers pay a monthly fee based on number of active users of the application.

The company is looking to offer the service not just to the pharma industry in India but to other countries also where it has a presence, said Alluri.

Some of the likely future efforts to come in from IMImobile to upgrade the current field force communication technology would roll out many different variations of the pharma application for other industries including banking, insurance, logistics and retail, he said.