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 11th 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.