Connecting with
Healthcare Professionals
via Mobile
HCMA Regional Forum
May 7th, 2009

HE IPHONE HAS HUGE POTENTIAL
AS A MOBILE COMPUTING
PLATFORM, ESPECIALLY FOR
PHYSICIANS.”
— Joshua Schwimmer, MD, FACP, FASN

Connecting with Healthcare Professionals via Mobile
• A majority of HCPs are already there
• iPhones are becoming the tool of choice
• To pharma – the extent of HCPs +
mobile = Epocrates

Connecting with Healthcare Professionals via Mobile
• Reps were always 1st line for pharma
• Have a new way to directly connect
• Reps and mobile like Army/Air Force
working in concert
• No sees, vacant territories, white spaces
• Tie in communications with reps – all
mobile

Connecting with Healthcare Professionals via Mobile
• 5% of site visitors are mobile web users
• Up from 1% a year ago
• ½ of Nielson’s top 20 not
mobile optimized*
• How many pharma sites
are mobile optimized?
• Key point: it’s all about
channel of choice
*Bango survey, 2008 Internet Mobile Human

Connecting with Healthcare Professionals via Mobile
• Fix what you offer HCPs online
• Make it visit-worthy
• Mobile optimize it
• RM using mobile
• Mobile apps
• Tap into other mobile streams

Connecting with Healthcare Professionals via Mobile
• Programs that make sense for mobile
- Mobile sampling
- Mobilesodes
- POC apps
- Rep tie in programs

Connecting with Healthcare Professionals via Mobile
• Pharma is going to live on the
doctor’s hip
• Universal sample closets
• Apps customized to needs of
individual by specialty
- Samples
- Learning suite
- Rep on demand
- Conventions
- POC tools

Connecting with Healthcare Pharma
Professionals via Mobile
• We are the best source of
information about our products
• Best at telling our brand story
• Need to make the connection back
to the doctor
• Opportunity to live on their hip
• Docs are choosing their channel –
and mobile is going to win
• Be there

The End
Q&A