The Impact of iPads on Pharma:
With the launch of Apple's iPad in April 2010, the way we use technology changed forever. Instant, portable and quick, the iPad is expected to sell 50 million units in 2011 alone.
Its impact on Pharma is still being measured, but for an industry notoriously reluctant to adopt new technology, there is no doubt the iPad and tablets in general have changed the game. Already, major players such as Pfizer, AstraZeneca, Abbott, Novartis, Eli Lilly and sanofi-aventis have embraced the digital age, with more to come.
Yet many companies are still hesitating or are in the process of choosing technology, creating content and finding ways not only to integrate tablets, but use their functionality in innovative ways.
The Impact of iPads on Pharma: A Primer offers complete insight into how the iPad is being used and why. Logically broken down into a step-by-step approach, the report discusses all the major areas, from the business case for iPads and choosing a device to creating localized content and capturing iPad data in closed loop marketing to physicians. Containing interviews with some of the industry's leading experts, the report is an up-to-the-minute look at iPads, their growth potential and how the industry's relationship with digital technology is likely to evolve.
- The business case for tablets in sales representative-physician interaction, increasing internal efficiency, minimizing costs and improving customer perception
- Profile of major devices, including the debate over Android alternatives and cloud-based content
- Examination of the four key points business must address in creating a tablet strategy
- Discussion of the importance not only of content, but of using GPS to localize it
- Maximizing the benefits of statistics gathered for closed-loop marketing
- Importance of training in technology introduction strategies
- Clear guidelines on what tablets mean for the industry and how to implement them
- A step-by-step approach that touches on the major issues, benefits and potential problems
- Expert input that presents a balanced and intelligent approach to tablet deployment
Key Questions Asked
- What has the industry learned since the introduction of iPad and tablet technology?
- Who most benefits from tablet use and where is the growth occurring?
- Which device is best and which has greater integration capability?
- What is the best implementation and content delivery strategy?
- How can tablet information be used in an iterative approach to closed loop marketing?
Who Should Read This Report
- Sales directors/managers
- Marketing directors/managers
- Brand managers
- International directors
- Key account and territory managers
- SFE/CRM managers
- Communication and technology support teams
“The iPad offers instant gratification in that there is no boot-up time. It means that the device is always ready. When you are walking down the hall with a doctor, you cannot have any barriers in your way. The iPad strips all of those barriers away.”
– Bill Drummy, founder and CEO of Heartbeat Ideas
“We have not run into a lot of physicians who think the iPad is just another gadget. They too recognize its value and are looking at adopting it internally in their offices. So they appreciate the rep who has one in their bag.”
– Wendy Blackburn, Executive Vice President of Intouch Solutions
“We see a shift within the company to get away from picking a particular platform toward finding apps that you can use across these different devices and letting people pick and choose what best works for them. We are not 100 percent there yet, but that is definitely the direction that we are moving.”
– Dennis Urbaniak, Vice President,
US Diabetes, sanofi-aventis
Bill Drummy, Founder and CEO of Heartbeat Ideas
Sandra Muzinich, e-Capabilities Lead, Lilly UK
Dave Mihalik, Senior Director, marketing, EKR Therapeutics
Bob Harrell, Director of Integrated Marketing at Shire Pharmaceuticals
Dennis Urbaniak, Vice President, US Diabetes, sanofi-aventis
Wendy Blackburn, Executive Vice President of Intouch Solutions
Johnathan Reid, Senior Project Manager, commercial IT, Abbott Laboratories
- Executive summary
> Making the business case for tablets
> Choosing a device
> Cementing a strategy
> Embracing content creation
> The value of data
> Introducing tablets
- Making the business case for tablets
> Optimizing rep-physician interaction
> Increasing internal efficiency
> Minimizing cost
> Everyone else is doing it
- Choosing a device
> The iPad appeal
> Android or agnostic?
- Cementing a strategy
> Identifying the problem
> "Get in line"
> Internal competence and coordination
> Ensuring proper external partners
> Speed of deployment
- Embracing content creation
> Taking advantage of touch
> Creating physician value
> Content is king
- The value of data
> Closing the loop on closed loop marketing
> Overcoming software challenges
> Ensuring ROI
- Introducing tablets
> 'Get to the basics'
> Teaching advanced functionality
> An iterative approach