assessing the need for a mobile application to engage physicians
Post on 19-Oct-2014
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DESCRIPTION
Presented at the Mobile Engagement Forum, Chicago, May 2014 Mobile applications are the shiny new toy in multi-channel marketing, and many marketing teams are ready to jump into developing mobile applications for any and every new product or therapeutic area served within a pharmaceutical or medical device company. Prior to spending a considerable amount of time, resources and budget, digital marketers should take a step back and truly analyze the benefits of deploying a mobile application for physician engagement. Depending on the product, disease state or targeted physician audience, mobile applications may not always be the optimal choice to drive physician engagement and create further brand awareness.TRANSCRIPT
1© 2014 Cadient Group. All Rights Reserved.
AVOIDING TRAPS
May 15, 2014
© 2014 Cadient Group. All Rights Reserved.
2© 2014 Cadient Group. All Rights Reserved.
ABOUT ME ABOUT CADIENT
• 18 years in digital pharma
• Client side:• Shire• Pfizer
• Agency:• Cadient Group• Digitas Health
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I have a great idea! We need an app!
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I have a great idea! We need an app!
App for
HCPs!
5© 2014 Cadient Group. All Rights Reserved.
6© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
TranslationRelevanceAwarenessProcesses
7© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
TranslationRAP
8© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
TranslationRelevanceAP
Diagnostic ToolsDrug ReferencesProductivity ToolsPatient EducationEMRPublicationsCoding ReferencesOrganization Tools
My brand?
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THE APP TRAP
TranslationRelevanceAwarenessP
24,733active medical apps
Source: 148Apps.biz
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THE APP TRAP
TranslationRelevanceAwarenessProcesses
11© 2014 Cadient Group. All Rights Reserved.
APP-ORTUNITIES ABOUND.
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LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report
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LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report
15© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report
16© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report
17© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report
18© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report
19© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
Source: Wolters Kluwer Health 2013 Physician Outlook Survey
20© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
21© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
22© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
23© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
24© 2014 Cadient Group. All Rights Reserved.
OPTIMIZE USING MEANINGFUL DATA POINTS
25© 2014 Cadient Group. All Rights Reserved.
• Drivers
• Device and platform
• Time of day
• Activities performed
• Pathway creation for content
• Triggered activity
• User characteristics
• UX enhancements
• Future versioning
• Content optimization
• Media optimization
OPTIMIZE USING MEANINGFUL DATA POINTS
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CONSIDER APP ALTERNATIVES
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CONSIDER APP ALTERNATIVES
WHAT’S NEXT…
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SIMPLIFYING INFORMATION EXCHANGE
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PERSONALIZING DATA FOR IMPACT
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APP’S ROLE IN MULTICHANNEL EXPERIENCE
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ENHANCED COLLABORATION TOOLS
DISCUSS, WE WILL.Fantastic infographic attiny.cc/hcpapps
34© 2014 Cadient Group. All Rights Reserved.© 2014 Cadient Group. All Rights Reserved.
AVOIDING TRAPS
May 15, 2014