The right touch
photo/TIM GREENWAY
Jonathan Ayers, CEO of Idexx Laboratories
Steve Brunetti, an account rep with Pine State Trading Co., demonstrates a custom iPad app featuring convenience products to Joe’s Smoke Shop owner David Discatio, left, in his Portland store. Angelo Verzoni, right, Pine State regional sales manager, looks on.
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Idexx’s new app displays pet X-rays, technology expected to improve communication between pet owners and veterinarians
When a veterinarian uses one of Idexx Laboratories’ digital X-ray systems to examine a dog’s broken leg or investigate swelling in a horse’s knee, they’re already one step ahead in the technology game. But while digitizing traditional film X-rays comes with a host of benefits for a veterinary practice, it can actually complicate one crucial step in the process. Results from digital X-rays are displayed, naturally, on a computer screen, often in a back area of the clinic ill-suited to meeting with clients. That makes communicating the results, and therefore the value of the service, more difficult.
Idexx has found a solution in yet another form of technology. Its new mobile app allows vets to display radiographs on a tablet computer. “The move to the iPad liberates that information,” says Jonathan Ayers, the Westbrook company’s president and CEO. Pet owners typically pay out of pocket for their animal’s veterinary services, and don’t always understand the level of care involved, he says. When a vet can take an X-ray, share it in a matter of seconds and explain the results effectively, clients are much more likely to recognize the benefits — and pay for them.
Apple’s game-changing iPad is making its way into board rooms and sales meetings all over the country. The notoriously secretive company wouldn’t release how many iPad business accounts it has in Maine, but has reported that 93% of Fortune 500 companies are testing or deploying the tablets. Auto maker Mercedes is using iPads to enable its dealers to record customer information while seated in one of its vehicles, while Gap has introduced an app that presents detailed product information, stories from designers and, of course, the option to buy a pair of jeans.
A March report by Forrester Research of Boston expounded on the business benefits of tablets. “In particular, tablets are less intrusive than laptops for retrieving information during a meeting; they are better reading and email devices than smartphones; they are more interactive and engaging than paper collateral in a sales meeting; they are more convenient than a laptop for accomplishing a simple task away from a desk; they are friendlier than laptops in a sales situation,” the report states.
Forrester predicts tablet sales to grow from 10.3 million in 2010 to 44 million in 2015, putting the devices into the hands of 82 million consumers in the United States alone.
Locally, businesses large and small are using iPads to do everything from simply sharing meeting documents all the way to making significant, deeply integrated investments.
Expanded abilities
Idexx’s I-Vision Mobile app interfaces with the company’s imaging software, and also allows vets to email test results to clients, order radiographs and submit cases to Idexx’s telemedicine consultants. “We built the app to be more comprehensive than just showing an image,” says Penny Guyton, director of marketing for Idexx Digital. Her team developed the app in-house, turning it around at a breakneck period of just three months. The app came on the market on Oct. 1.
Also available for purchase bundled with an iPad and compatible with Android devices, I-Vision Mobile marks Idexx’s first foray into developing apps for its customers. Ayers sees it as a significant revenue source going forward. “We think it helps grow our sales because we’re the first that has done anything like this with veterinarians,” he says. Helping vets do business helps Idexx do business, Ayers explains. “When they inspire their clients, the pet owners, they grow faster,” he says. “And when they grow faster, they need to buy more of our products.” By selling a $295 app, Idexx opens the door for a veterinarian to purchase one of its $50,000 digital radiography systems.
The company also plans to roll out iPads to its sales force of roughly 300 in the spring, allowing them to access Idexx’s customer service system on the go. Product demos and marketing literature will be at their fingertips. “When they meet with clients, the laptop stands up and almost creates a barrier between you and the customer,” says Sarah Grassi, a manager at Idexx. “[The iPad] is just more of an interactive experience.”
By exploiting the iPad’s functionality to not only improve access to its products but also enhance the value of the products themselves, Idexx is at the cutting edge of business strategy around the new technology. The company’s executive management team also uses iPads. “It spurs our imagination for other ways they can be used in our products to help us grow the business,” Ayers says.
A new sales force
A year ago, Pine State Trading’s sales reps lugged heavy bags loaded with product information around to clients all over New England and New York. The Augusta-based company, which markets and distributes convenience and beverage products, kept its 5,000 customers up to date with “push sheets” listing current products and pricing.
Today, instead of shoulder-stressing three-ring binders, Pine State’s 80 sales staffers each carries around a 1.3-pound iPad2. The tablets operate a custom app developed for Pine State by Pinnacle IT of Waterville, which features products by category, such as candy and snacks, and also allows sales reps to email fliers as PDFs, and access videos, photos, MP3 files and documents. “It has exceeded any and all of our expectations,” says Keith Canning, one of Pine State’s owners.
Canning became familiar with app technology about four years ago, downloading off-the-shelf applications for his iPhone through Apple’s app store. When the iPad came along, he saw potential for a more streamlined approach to his company’s sales, not only by making sales information more accessible, but also by presenting that data to customers more intelligently.
The company invested about $150,000 for the iPads and the app development. So far, the effort has boosted sales by at least eight or nine points and improved customer satisfaction and communication, Canning says. “Within the first year, we’ve been able to recoup all that [investment,] not including the sales increase,” he says. Pine State realized significant savings from slashing its printing, copying and mailing costs.
After launching a pilot program with the first-generation iPad to about 20 users, Pine State expanded the program at a January kickoff meeting to its full sales force of 80, as well as some support staff. Canning says he anticipated encountering some resistance to the technology, but his employees surprised him. “By the end of the day, everyone was very comfortable with them,” he says.
Pine State continues to find new ways to utilize the tablets, Canning says. “I don’t think we anticipated it being as successful and revolutionary as it turned out to be.”
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