[slideshare id=9817825&doc=docsipadv4-111021145226-phpapp02]

Jon Fisher, Technology Manager, Palio

According to recent Manhattan Research findings, 38% of ePharma Physicians have seen sales reps with iPads or other tablets during face-to-face meetings – However the study suggests marketers are not leveraging these devices to their full potential.

- A new ePharma Physician® v11.0 study explores the evolving pharma service model and digital opportunities for marketers – Webinar August 11^th 11am ET

It’s not surprising that there are studies in the pharma industry pointing to a lukewarm reception rate among physicians who are being detailed from an iPad. The introduction of the iPad as a platform for e-detailing is no longer just about selling a drug. It’s about the doctor relating to the iPad itself as a world of interactivity and connectivity that can bring medicine to life. For many docs who do not own iPads, being detailed on this device could seem like a well orchestrated show on a beefed up e-reader, especially if the functionally of the e-detail application involves little more than squinting at oceans of tiny text, watching a basic gant chart’s graph rising and falling, or suffering through poorly composed footage of talking heads describing efficacy through a video player window. The question isn’t how much will it cost me to get a print detail aid reformatted for an iPad with some videos thrown in? The question should be how could my content be experienced in a fresh way on touchpad technology for full user engagement. The real time metrics collection, the CRM modules that plug into robust marketing software packages, even the ability to get an e-signature, will not come into play within the first critical 60 seconds the rep has to capture a physician’s attention with valuable information they can use.

Technology, like all successful physical product attributes, eventually becomes copied and commoditized. And while we might see significant gains from the initial excitement and buzz of the “wow effect,” it eventually wears off and what remains is the content and how it is experienced. So many companies cut and paste traditional media solutions into new media platforms creating “brochure-ware” that fails to take advantage of the technology. Unfortunately, what is happening is that print materials are being delivered in a digital medium. It takes more than adding a video to make something “digital.” The question isn’t “How much will it cost me to get a print detail aid reformatted for an iPad?” The question should be “How could my content be experienced in a fresh way on this new tool for user engagement?”

The iPad is not going away. It’s here to stay. Although its growth may have not taken off as initially anticipated within the health industry, as more reps and doctors understand the technology and its extensive ability to produce a dynamic learning environment with real time information – clickable charts, images, video and extensive interactive usability – we will see more and more companies in the marketplace competing to provide the best functionality in their e-detailing apps. When the technology is not being used to its full capability, it can be seen as being little more than an old school “push” selling tactic as opposed to fully exploiting the technology to bring the physician into the story of the brand. The iPad is more than an interactive e-reader or a seductive technology gimmick. It is a portable library that can connect instantly to new data and, if used as it was designed, it can become a synergistic connection that can truly create the multi-dimensional dynamic experience used not only for detailing but also for teaching and interacting with patients.

To hear more of Palio’s point of view on ways to better maximize this medium, view our SlideShare: Palio 360° solutions, The Seven Tips to IVA Development. 

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Marty Hardin, SVP Director of Emerging Media and Technology

01. Maker of cognitive training game seeks FDA approval
Categories:	Gaming, devices, FDA
What it is:	A video game that its manufacturer is claiming improves the deficits in attention and memory that are often associated with schizophrenia
Why it Matters:	This would blur the lines between medication, modalities, devices and what defines a “dose.” It’s also an important milestone in defining when and where the FDA will have authority in regulating claims made by products. It will also break new ground in dispensing. This is definitely “one to watch.”

02. Nanosensor detects toxic airborne chemicals, uses iPhone to alert authorities
Photo Credit: Dominic Hart/NASA
Categories:	Mobile devices, environmental analysis, AI technology
What it is:	A device that works in conjunction with a mobile device (an iPhone) to alert authorities in the event of detection of toxic chemicals.
Why it Matters:	Too often we limit our thinking to in regard to mobile devices. We often forget that mobile devices can work in tandem with specialized hardware to create accurate reporting that removes the element of human error by delivering hard data as opposed to anecdotal information. This means that adverse events, patient adherence and environmental factors could be accurately documented, taking the burden of proof off of our clients.

03. Amazon Brings “Cloud-Accelerated” Silk Browser To Kindle Fire
Categories:	Tablet technologies, distributed computation, cloud based technologies
What it is:	A technology that offloads some of the processing needed by web based applications and web services.
Why it Matters:	One of the inherent problems in tablet design is balancing processor power to battery life to physical space. What this technology does is share some of the processor load with the cloud based servers at Amazon. What this means is faster, more fluid performance with applications that are distributed via the web or specialized applications.The potential is to create applications that would enable realtime data visualization. Imagine being able to walk a physician through a non-linear 3D mechanism of action demonstration that shows the effect of a medication, on the molecular level, within the body. Or being able to aggregate live, flowing data from a data base in near-realtime. Suddenly, our walk-throughs have the potential to be truly interactive and engaging in ways that have been limited by tablet and mobile devices themselves.

04. Microsoft idea: Kinect body scans could estimate age, automate parental controls
Categories:	Kinect, biometrics, artificial intelligence (AI)
What it is:	A technology that by using physical dimensions can estimate age.
Why it Matters:	Biometric devices have been around for awhile. Eye scans are used by airports to grant people access to secure areas. What’s different about this is that it is already sitting in millions of homes around the world. And, while the theory is accurate, there will never be a way to be 100% accurate without input from the user. However, behaviors coupled with input data from the user can be harvested to create a profile that’s pretty close.Imagine being able to have preliminary data captured through your gaming device. Normal stats-blood pressure, pulse, weight, height, etc., could be harvested. A connection could be made to your doctor’s office and basic triage information could be sent in advance of an appointment, and waiting when you arrive. Rudimentary diagnostics could already be calculated and a treatment algorithm could be suggested to the physician. This could mean more time for the doctor to engage with the patient and could lead to a potentially better diagnosis. Building our clients products into the algorithm could help insure more accurate prescribing information and potentially reduced adverse events (AE’s).

05. Movenbank: The world’s first cardless bank launches in Alpha
Categories:	Mobile banking, Near field communication, gamification, finance, commerce
What it is:	The first bank to launch without plastic, but to launch using game psychology and social media strategies.
Why it Matters:	It matters on several levels.First: This is the first financial institution the will be totally banking (pun intended) on the adoption of near field technology for financial transactions. Paying by cell has been around in Europe and Asia for a while, but this will enable pay by device transactions. While the supporting infrastructure (NFC readers, NFC ready retail establishments) is not apparent yet, it is inevitable given the cost savings for financial institutions.Second: Gamification as applied to financial transactions to prompt people to save, give to charity and pay off bills is exciting. Using game psychology to reward positive behavior to affect financial responsibility is a great thing.Third: Using social media to align and compare spending profiles and types could yield unexpected results. While comparing and striving for better financial ratings among your peers, there could also be potentially negative results. From being disqualified for potential jobs, to being shut down socially because you can’t handle your money-this is potentially the future standard by which you will be judged.Pharma could take several cues from this application:1. Using NFC for couponing, distribution of patent education materials and tracking patient behaviors could quickly streamline how materias and information are distributed, tracked and transactions are recorded.2. Using game psychology to make patient and physician education fun or to make compliance interesting could yield huge benefits to patient health. Making mechanism of action into a game could help doctors quickly grasp the pharmacokinetics impact of a compound within the body-while having fun. 3. Leveraging social media to help the patient and physician community to better achieve adherence, safety while avoiding potentially harmful adverse events is a very good thing.

Happy exploring!

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Mike Smith, Digital Strategist, Palio

Tuesday morning of the 5th annual Digital Pharma East (#digpharm) in Philadelphia made lively with over 600 of the best and brightest in the industry.

First, Shwen Gwee and Marc Monseau gave a state of healthcare and digital marketing address, reminding everyone to:

1. Integrate programs across channels
2. Know the potential ROI of programs
3. Always engage customers!
4. Develop your own guidance instead of waiting for the FDA’s
5. Reach healthcare professionals
6. Go mobile

Chad Ballentine of Takeda explained how CRM is the backbone of their multi-channel marketing for proton-pump inhibitor Dexilant. Marketers are all having to do more with less, and Dexilant has made that work by integrating data on all digital customer interactions on their website and social channels. In the tricky OTC market, building, maintaining and utilizing a strong database matters, and they’ve done it.

Todd Kolm of Pfizer used examples like mytimetoquit.com for Chantix and Sharecare for Lyrica to demonstrate ways how to understand the consumer’s path through information, and how to use that knowledge to customize the experience accordingly.

Digitas Health’s Matt McNally spoke on how to get a new marketing mindset. His five benchmarks:

1. You no longer need to feel threatened by technology.
2. You see your customers as people you can help.
3. You look for ways to share information.
4. You put a priority on becoming more responsive.
5. You understand in the ability to adapt quickly.

Groups who are already there, he said, included the above-mentioned Chantix’s My Time to Quit, as well as the “Pick Your Nose” campaign for Flumist, along with Arimidex for breast cancer and Group Loop for teens with cancer.

All that before lunch on the first day! You can tell why I was excited to stick around.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Todd LaRoche, EVP, Managing Director of Creative, Palio

Social media delivers search-engine traffic – one reason why carefully managing social interactions is so important. Last year, I wrote about how offline social etiquette could be a key differentiator that delivers a competitive advantage. But, while you may think only crime busters and criminals compile dossiers on people of interest, our digital footprint says a lot about our character. And, as author Thomas Paine has said, character is much easier kept than recovered.

If you say something smart and thought-provoking, people may listen – but they’re also deciding if they like you, if your morals and values are reflective of their own and if you’re someone they’d want to partner with in business. Knowledge and expertise often trump personality, but with heavy competition and open sharing of ideas, it’s your people skills that can make or break your social media success. Proper business etiquette, even on informal social networks, can be a key differentiator that delivers a competitive advantage.

Being mindful of offline social skills can protect your personal and professional brand:

Avoid going in gangbusters. Whether you’re joining a discussion group on LinkedIn or following your prospects on Twitter, take the time to listen in on the conversation before participating. While it’s OK to highlight your knowledge, blatant promotion is considered taboo.

Stay on topic and promote sharing. To communicate effectively, know your audience’s interests and provide information of value. As you get to know your followers, be sure to respond to their comments and acknowledge their contributions. And if you read a great blog post, either leave a comment or pass it along using StumbleUpon, Delicious or via a shout out on Twitter.

Make it easy for people to learn who you are and what you do. Your “about us” section or profile is a marketing vehicle — communicate who you are interested in connecting with and the values that you hold. Make sure you include a picture to put a face to your name and personalize the relationship.

Forget about your number of followers. You’re never going to appeal to everyone. Rather than putting too much emphasis on the number of followers or friends you have, concentrate on interacting with your key audience. They’re the ones more likely to deliver the business results you want.

Confrontations can be catastrophic. What happens online stays online. That’s why it’s important to consider your actions and make sure all participation paints you in the most positive light. It is fine to address negative feedback, but being respectful is critical. When monitoring your own community or reputation, have a strategy for how you’ll respond – or not respond – to negative feedback.

KISS. Keep it simple, socializers. Channel your internal editor and avoid posting overly personal or mundane information. Some personal details adds dimension to your online persona, but constant griping or repeatedly sharing that you had the best chai latte may cause you to lose followers or irritate those that stick around.

Transparency is essential. Companies that demonstrate transparent communication are seen as credible, trustworthy and are more likely to build more meaningful relationships. Be upfront about your connection to your organization when participating on social platforms, create authentic messages, follow industry guidelines and be sure to get the tone right when communicating with others.

People interact with people, not companies. It’s prudent to define your corporate positioning and brand image, but don’t forsake the importance of being personable. Be friendly and show the human side of your company.

Online relationships can translate to real world success. Following social etiquette rules, regardless whether you operate online or office, will create better relationships and strengthen your reputation.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Bob Mason, EVP, Managing Director of Insight and Brand Strategy, Palio

The pharmaceutical industry isn’t known for its rapid embrace of technology, but the iPad has shattered that myth. Pharmaceutical companies such as Boehringer, Novartis and Abbott are using the devices to generate sales, provide information to investors and deliver medical information to health care professionals.

There’s no doubt that tablets are the pharmaceutical industry’s hottest trend. iPads and Android-based alternatives are an ideal fit for the pharma sales force as well as a range of health care and industry professionals. Pharma’s interest in mobile apps also delivers a range of previously impossible options. For example, with more people toting iPads, interactive competitions at industry conferences, games for patients to improve health outcomes or detailing and CRM applications for the sales force are all possible.

iPads are positioned to be game changers for the industry. And, they have yet to deliver on their true potential. Because iPads and other rival tablets enable users to consume media in new and exciting ways, pharma companies and their vendors should begin investigating and investing in new apps to power their business.

Pharma marketers have more opportunities to reach the target audience with robust, relevant Web, mobile and email experiences and interactions, well beyond the limitations of earlier mobile devices.  For the sales force, as the amount of time a physician spends with reps decreases, smartphone and tablet apps provide a more efficient and attractive way to present information to medical professionals.

Pharmaceutical companies are investing heavily in arming the sales force with iPads to better engage doctors during sales visits. If you’re considering using a tablet for a sales presentation, keep these two rules in mind:

Don’t use it just because you have one, or because you want to wow the customer. Whether used as a conversation starter or in place of a one-on-one meeting, your presentation can impact prescribing behavior. While whiz-bang graphics may be aesthetically appealing, it’s the content that matters. Include demos, reports, graphs, interactive medical calculators and decision support tools that illustrate clinical benefits or efficiencies at the point of care.

Do use it to simplify the sales call, and to show information you don’t want to leave in hard-copy form. A tablet lets you walk in the door with less “business baggage” – the note pads, the briefcase, etc. And having key  information on a tablet lets you show the data in an attractive manner without leaving behind information can occasionally find its way into the hands of a competitive sales rep.

How physicians receive information is constantly changing, but based on current trends, it’s obvious they like information in digital form. Using mobile devices for sales presentations can enable reps to differentiate themselves and deliver clear, concise and compliant messages.

Adoption of iPads is bringing new changes to the industry and will continue to serve as catalyst for future changes. Whether it’s medical education, patient communication, physician offices or pharmaceutical sales, we’ve only begun to scratch the surface. While 2011 was the year of the tablet, “there’s an app for that” will continue to influence pharma in how they deliver messages on the medium.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Bob Mason, EVP, Managing Director of Brand Strategy, Palio

Last year I wrote about the “Checking in” fad, but is it gaining momentum… especially in the pharmaceutical and healthcare marketing world?  Checking in is still a niche activity but with over 50 percent of mobile users armed with smartphone technology, this will be the year it’s moving to the masses as individuals use these apps to discover new places, people and information. Why are “geo-services” appealing? Because they are an exciting, interactive way to engage an audience, particularly in health care, and there is a pool of opportunity for all the applications and services out there as health care marketers look for new ways to engage consumers.

How does location-based information help?

Be in the Know Wherever you Go – Most people pack their prescriptions prior to traveling but there are times when you need a “vacation fill.” Years ago, being in an unfamiliar area meant driving in circles to find a neighborhood pharmacy. Today, with applications like Foursquare, not only can people find the nearest location, they can also access reviews, promotions, tips and driving directions.

Imagine needing emergency medicine such as an epinephrine pen. A mobile device with a geographical information system can help people find the nearest pharmacy, check drug availability and get required medication in time.

Map your Destination – Most rental car companies offer GPS tracking devices for an extra fee and most smartphones come with GPS pre-installed. Travelers and first-timers can also use location-based technology to find the nearest hospital, walk-in medical clinic or dialysis facility.

Connect Environmental Concerns with State of Health – Individuals that check in everywhere can uncover patterns that may provide insight about how their locations affect their state of health. Does Chinese Restaurant Syndrome strike whenever you visit your favorite take out?

Network with Like-Minded People – Newly diagnosed with diabetes, fibromyalgia or breast cancer? Social media applications bring together people from anywhere in the world, providing a forum for virtual support and exchange of ideas right from your iPhone, Blackberry or other handheld device. Want to meet in person? Location-based social apps can help you find people in your vicinity with the same concerns.

Location-based technology is changing how we shop, communicate and learn. Foursquare has surpassed six million users, but people are interested in more than checking in. Interest in on-the-spot mobile coupons is growing, and health care providers can use location-based technology to not just educate and inform consumers, but inspire them into action. Social mobile communication has a strong outlook for the future and should be a key component of the marketing strategy.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Marty Hardin, SVP Director of Emerging Media and Technology

03. Wisconsin library now lending iPads Now
Categories:	Tablet devices, iPad, iOS, education
What it is:	A clear indicator of how far tablet technology has come and how far it will be going
Why it Matters:	The public library is the last place you’d expect to be able to check out an electronic device. But, when you think about it, it makes sense. In the pilot program, each of the 32 iPads in the library’s inventory is loaded with 1,000 classic titles and 10 audio books. That represents a virtual inventory of 32,000 books and 320 audio books that the library can have on hand at any time.It should also be noted some 11,000 libraries (out of a total of 122,101 across the nation) last month began lending books for Amazon’s Kindle ebook platform according to Mashable.com.What is also clear, that while the pharma industry has taken note of the value of tablet technology from a costs savings perspective, the true insight is that in the very near future, cost savings or not, this will be our targets preferred choice of interface.

05. Dreamworks bypasses HBO to stream to Netflix
Categories:	Entertainment, streaming media
What it is:	The first major movie studio to opt to stream directly to consumers via a web-based distribution service
Why it Matters:	This follows closely to Discovery Network’s recent announcement that they would stream full episodes of past season’s shows. What’s more important is that this is a very strong indicator that web based video services have moved from being a novel way to watch videos to a viable, profitable way to distribute content.We are starting to see a shift from device oriented perceptions (internet video, mobile video, cable television, etc.), to an innate understanding that a screen is a a video portal, regardless of device. With that shift in perception, the credibility of the content is no longer being diminished by the device or delivery method. The video device enabled consumer will be more likely to judge the quality of the content above the delivery method. This means that a message from a corporation will be as valid online as it is in broadcast, without the added cost of delivery that traditional television brings with it.

How to use the new Facebook Timeline feature to see who has unfriended you

You may have been unfriended, but not know it. This simple tip shows how. Hey, since they aren’t your friends anymore, they won’t see it if you post this on Facebook…

Lifty brings classic literature to your iPad, mobile device or desktop

Related to the iPad library story above, Lifty is new service that accesses Project Gutenberg‘s 20,000 open source e-reader based literary classics, without having to use the clunky Project Gutenberg interface. Lifty is free, accesa and doesn’t require you to join, but if you do, you get the added benefit of being able to book mark your selections and return to them later.

Web Sensation: “What set the mood the day you were conceived”

GE, along with  The Barbarian Group, has created another informative and entertaining data visualization, but this time it’s about the day you were conceived. Be sure to look in the lower right corner to enter your birth date. The stats are cool. Unfortunately the mental image of my folks… well, thankfully, GE hasn’t figured out how to visualize everything.

Jessica Henkel, Assistant Account Executive, Palio

Are you concerned about your privacy? Nearly half of online users are, according to a 2010 Marist poll. Whether it’s fear of corporate spying, unwarranted access to private information, personal details landing in unscrupulous hands or breaching patient confidentiality, there are always sensitivities when sharing information online. Some people and companies have taken an extreme approach, choosing to limit or avoid participating in social networks. But what happens when you don’t participate?

Not having a social networking presence can severely limit your connections and cultural literacy. For companies this can be especially detrimental, especially as more people conduct internet research as their first point of contact when making decisions. Like the lottery, you can’t win it if you’re not in it, and if you’re not participating where your customers are interacting, you’re missing opportunities and potentially leaving money on the table.

We meet online. How relationships are formed is changing. It used to be community social events, business conferences or the racquetball court that brought people together. Today people hang out on online listservs, Facebook pages, Twitter chats or make connections as the result of reading and replying to blog posts. We know more people from around the globe, who speak different languages and enjoy different cultures. Not participating in social networks severely limits your connections and hampers your ability to form relationships with people outside your immediate geography.

Credibility can also be called into question. Patients considering a medical procedure or partners interested in working with a company and its employees go online to gather background information. They not only check your Website to learn what you do, but they’re searching social networks to see what you are posting and what your customers are saying about you. Social listening and support can boost credibility by showing how you respond to customer feedback. There’s also something to be said for approachability and accessibility – both of which are conveyed through social interactions.

Build trust and authority. Social media can make the difference between being found and not found because of its high SEO return. More contributions, discussions, and shared links lead to greater social influence. When you stay out of the conversation, you miss the opportunity to position company thought leaders as experts or establish your brand as the leading solution to your customers’ problems.

You give others control. Even if your stance to shun social media is firm, your customers are not going to follow your lead. Messages about your company, products or services will be broadcast by others and without your lead can contribute to misinformation at best or reputation damage at worst.

Building a strong brand presence requires social media participation. While it’s right to be concerned about privacy and take steps to protect it, it’s also important to realize that walling off your company or yourself can put you at a disadvantage.

With GPS technology on our smartphones, optical readers used by airports and government facilities and technology to monitor our online behavior, privacy isn’t what it used to be. Purposely avoiding the social networks – even under the guise of privacy concerns – is no longer feasible for companies that want to succeed.

What are you doing to increase social participation in your organization?

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Quinn Tetterton, Executive Creative Producer, Palio

Ignite Social Media had a great post on Aug. 24 that offered 5 technologies that could change social media:

1. augmented reality
2. wearable technology
3. brain-control interface
4. holographic projection, and
5. omnipresent interactive surfaces.

It’s a great article worth checking out. What I loved most about it, though, is that the most amazing thing about their list, and the examples they offer, is that none of this is science fiction. It’s all already here. In fact, you’ve probably seen examples of all five of these in action yourself, without even thinking much about them.

Just as a few examples, have you noticed:

1. last holiday season’s best-selling Mind Flex toy
2. the amazing Star Walk mobile-phone app, or
3. CNN’s hologram interviews?

These technologies have snuck into our lives so quietly that we forget how amazing they are. And, on the flip side, because they sound so unreal in the abstract, we forget to consider them when we’re developing our own work. When was the last time you suggested, “Hey, how about we work some brain-control interface into this next project?” “Can we display this holographically?” “Why don’t we consider an interactive surface for this?”

Hopefully, you’ve done so recently… but realistically speaking, you probably haven’t. I know I haven’t. It’s only when you see these technologies in an atmosphere where your brain is already primed to think about the professional applications that they pop up.

1. Is your lobby or waiting area equipped with interactive tables?
2. Are your campaigns leading viewers to mobile apps so cool they’ll attract the attention of strangers on the subway?
3. Are your presentations at conferences and to prospective clients jazzed up with the occasional hologram?

It’s here. It’s doable. It’s not just flash – it’s interactivity and engagement. And, yes, it’s super cool stuff as well.

So I just have one question for you: “Why not?”

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.