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Assessing the Need for a Mobile Application to Engage Physicians

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.

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Assessing the Need for a Mobile Application to Engage Physicians

  1. 1. 1 © 2014 Cadient Group. All Rights Reserved. AVOIDING TRAPS May 15, 2014 © 2014 Cadient Group. All Rights Reserved.
  2. 2. 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
  3. 3. 3 © 2014 Cadient Group. All Rights Reserved. I have a great idea! We need an app!
  4. 4. 4 © 2014 Cadient Group. All Rights Reserved. I have a great idea! We need an app!
  5. 5. 5 © 2014 Cadient Group. All Rights Reserved.
  6. 6. 6 © 2014 Cadient Group. All Rights Reserved. THE APP TRAP Translation Relevance Awareness Processes
  7. 7. 7 © 2014 Cadient Group. All Rights Reserved. THE APP TRAP Translation R A P
  8. 8. 8 © 2014 Cadient Group. All Rights Reserved. THE APP TRAP Translation Relevance A P Diagnostic Tools Drug References Productivity Tools Patient Education EMR Publications Coding References Organization Tools My brand?
  9. 9. 9 © 2014 Cadient Group. All Rights Reserved. THE APP TRAP Translation Relevance Awareness P 24,733 active medical apps Source: 148Apps.biz
  10. 10. 10 © 2014 Cadient Group. All Rights Reserved. THE APP TRAP Translation Relevance Awareness Processes
  11. 11. 11 © 2014 Cadient Group. All Rights Reserved.
  12. 12. APP-ORTUNITIES ABOUND.
  13. 13. 13 © 2014 Cadient Group. All Rights Reserved. LEVERAGE CUSTOMER INSIGHTS Source: 2013 Epocrates Mobile Trends Report
  14. 14. 14 © 2014 Cadient Group. All Rights Reserved. LEVERAGE CUSTOMER INSIGHTS Source: 2013 Epocrates Mobile Trends Report
  15. 15. 15 © 2014 Cadient Group. All Rights Reserved. LEVERAGE CUSTOMER INSIGHTS Source: 2013 Epocrates Mobile Trends Report
  16. 16. 16 © 2014 Cadient Group. All Rights Reserved. LEVERAGE CUSTOMER INSIGHTS Source: 2013 Epocrates Mobile Trends Report
  17. 17. 17 © 2014 Cadient Group. All Rights Reserved. LEVERAGE CUSTOMER INSIGHTS Source: 2013 Epocrates Mobile Trends Report
  18. 18. 18 © 2014 Cadient Group. All Rights Reserved. LEVERAGE CUSTOMER INSIGHTS Source: 2013 Epocrates Mobile Trends Report
  19. 19. 19 © 2014 Cadient Group. All Rights Reserved. PROVIDE REAL AND DIFFERENTIATED VALUE Source: Wolters Kluwer Health 2013 Physician Outlook Survey
  20. 20. 20 © 2014 Cadient Group. All Rights Reserved. PROVIDE REAL AND DIFFERENTIATED VALUE
  21. 21. 21 © 2014 Cadient Group. All Rights Reserved. PROVIDE REAL AND DIFFERENTIATED VALUE
  22. 22. 22 © 2014 Cadient Group. All Rights Reserved. PROVIDE REAL AND DIFFERENTIATED VALUE
  23. 23. 23 © 2014 Cadient Group. All Rights Reserved. PROVIDE REAL AND DIFFERENTIATED VALUE
  24. 24. 24 © 2014 Cadient Group. All Rights Reserved. OPTIMIZE USING MEANINGFUL DATA POINTS
  25. 25. 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
  26. 26. 26 © 2014 Cadient Group. All Rights Reserved. CONSIDER APP ALTERNATIVES
  27. 27. 27 © 2014 Cadient Group. All Rights Reserved. CONSIDER APP ALTERNATIVES
  28. 28. WHAT’S NEXT…
  29. 29. ‹#› © 2014 Cadient Group. All Rights Reserved. SIMPLIFYING INFORMATION EXCHANGE
  30. 30. ‹#› © 2014 Cadient Group. All Rights Reserved. PERSONALIZING DATA FOR IMPACT
  31. 31. ‹#› © 2014 Cadient Group. All Rights Reserved. APP’S ROLE IN MULTICHANNEL EXPERIENCE
  32. 32. ‹#› © 2014 Cadient Group. All Rights Reserved. ENHANCED COLLABORATION TOOLS
  33. 33. DISCUSS, WE WILL. Fantastic infographic at tiny.cc/hcpapps
  34. 34. ‹#› © 2014 Cadient Group. All Rights Reserved. © 2014 Cadient Group. All Rights Reserved. AVOIDING TRAPS May 15, 2014

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