Tips for Maximizing iPad Effectiveness for Product Promotion and Education

Today's guest post comes from Noël Ashekian, Marketing Communications Manager at Viscira. She can be reached at nashekian@viscira.com With physicians being among the biggest adopters of the Apple iPad, it is no surprise that it has become a key part of a pharma sales rep’s toolkit. A 2012 Manhattan Research report confirmed that 65 percent of “ePharma” docs who met face-to-face with pharma salespeople used an iPad, representing an increase from 30 percent in 2011. Given the growing use of the iPad by pharma reps as a means to interact with HCPs, we thought it would be helpful to provide pharma brand marketing managers with a couple of helpful tips for maximizing the effectiveness of the iPad for product promotion and education, and to include some specific examples: 1. Recognize the iPad as a platform for delivering rich, immersive user experiences – The iPad should not be used merely as an outlet for brochureware. Instead, the objective should be to seamlessly bring together and integrate ALL the different types of dynamic content and functionality for the device, like 3D animation, video, motion graphics, and robust interactivity, to create immersive experiences that both educate and entertain. One example of this is a disease education sales aid app that Viscira developed for a top-five pharma company. One of the goals was to develop a tool that the client’s field sales force could use to educate oncology HCPS about the histological characteristics of an agg...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: Companies attending ePharma 2013 epharma summit Digital Pharma Marketing Source Type: blogs