iHCP - iPad Apps & Pharma Marketing for Physicians

A New Age of Physician
Marketing

973.392.4896 – www.PadenNoble.com - info@PadenNoble.com

This is the
New Normal
Stanford School of Medicine
has just announced that
incoming students in the Class
of 2014 will get an iPad as part   Delivery of health eMagazine
of their welcome kit. The for disease state information
School cited that: “iPad allows
students to view and annotate   Prepare patients for the
course content electronically, procedures by showing them
pictures of staff they will
facilitating advance preparation encounter.
as well as in-class note-taking in
a highly portable, sharable and   Social media practice-based
searchable format.” content for brands or disease
groups


If you’re not
early, then
you’re late When my patients want to see their labs or
Apps are already being x-rays I can show it to them immediately!
developed and adopted by - Sudeep Bansal, M.D.
Calgary Scientific, imc2, Internal Medicine
TeraRecon, University of
  Calgary Scientific’s ResolutionMD
Notre Dame, Stanford
Mobile app has approved by Health
Medical School and others Canada for diagnostic use by
physicians
St. Louis Children’s Hospital
uses iPad for three purposes:   Synchronized delivery of electronic
Education, distraction, and branded support program materials
preparation
  Social media practice-based content
for brands or disease groups

Apps for Physicians

More than 60 percent of physicians who
participated in a new survey have shown
interest in Apple's recently announced
iPad, and one in five already intend to
purchase one.
- Apple Inside

  Create Anticipation
Physicians are early personal
technology adapters, as a result they   Reinforce Brand Message
are already heavy users of
smartphones. Nearly 80 percent of   Detailed analytics of physician
physicians use such devices—up use provides invaluable insight to
from 54 percent a year ago. internal stakeholders


Apps for Sale Force

Immense Benefits

  Eye catching presentations make
for longer face time

  Closed loop marketing system
tracks presentation trends and
audiences
  Rep-delivered interactive detail
  Secure transmission with no optimizes marketing efforts
competitor access
  Ease of development allows for
  Ease of update and removal of
expired collateral scalable pilots


Physician & Patient
Engagement

  Use the iPad to teach patients. Leverage multimedia resources such as patient videos,
animations, diagrams, charts, etc. to teach patients about specific diseases and
conditions.

  Use the iPad to take notes. Who needs a clipboard? Even if you’re not using an
electronic health record (EHR) or electronic medical record (EMR) in your office, you
can still use the iPad to take some notes. The application in which the notes are taken
can be branded and equipped with an intuitive medical language database. Perhaps after
the note is complete, the app recommends sites to visit or prescriptions to learn more
about. Think taking notes while WebMD is reading and interpreting the text.

  As a physical exam tool. Use the iPad to conduct mini mental exams and other
diagnostic evaluations. Need them to remember 3 objects? Provide them with visual
aids. Performing a psychometric evaluation? Skip the paper and go straight to the iPad.


Improve Waiting Room

  Let patients check their e-mail and browse the web while they’re waiting. They’re
probably already doing that with their smartphones. Provide them a device that’s bigger
and easier to use.

  Mount the iPad on the wall and use it for some of the things described above. This way,
it won’t fall or walk away. Plus, you could use it as a digital photo frame.

  Allow patients to use a medical iPad calendar to schedule their next appointment. The
app then requests email, or knows their email address by entering their name, and sends
a reminder to the address.

  Games. Do you treat children? Let them play some games on the iPad. They will love
visits to the doctor’s office! They’ll be asking their parents, “Can we please go to the
doctor’s office today? Please?”


Patients Learn

  Allow patients to use the iPad to learn about health/wellness as they’re
waiting for the doctor. Could you imagine what it would be like to walk into a
doctor’s office and to find an iPad on the chair? The screen could say: “pick
me up and learn how to improve your health.” Then, it could go through an
interactive educational module with the patient while he/she waits for the
physician to enter the room. Patients could also read the latest medical/health
news on the iPad.

  Allow patients to retrieve their personal health record or PHR information
from the Internet. You probably don’t want to hand them your tablet PC that
contains your EHR/EMR data, but maybe you’ll be OK handing them an
iPad that’s connected to the Internet via Wi-Fi.


App Functionality

  View webcast
  Read Article
  Testimonials
  Subscribe to Updates
  Tell a Colleague
  View prescribing information
  Links to pharmaceutical sites
  Link to branded site
  Material Download
  Link to Search for Hospitals


A New Age of Physician Marketing

Ready?

973-392-4896
www.PadenNoble.com

iHCP - iPad Apps & Pharma Marketing for Physicians

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