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to be mobile
or not to be ?
the shakespearian dilemma of the pharma industry
andré veloso
mcm manager
pfizer brazil
we all know the world is connected
Source : we are social snapshot, 2014 edition
internetpenetration
and mobile won the devices battle
Source : we are social snapshot, 2014 edition
mobilepenetration
Every target is
looking for
something
different
But we are
offering
the same
again and again
first golden word :
relevance
identify your goal
assess
how mobile you are.
honestly.
understand influences
and the real mobility
impact.
connect the dots on your
stakeholders map.
deep dive on their needs
scientific
background
in-depth
discussions
eDiagnosis
interactive
sessions
simulators
calculators
second golden word :
timing
when is as important as what
Every target have a specific routine
clerks cannot use mobile devices on the counter
nurses usually have a working station to check patient files
at the er a physicians will need empty hands to be ready for action
Internists spend a lot of time in the “comfort zone”
learning from experience
specialty mcm solutionbehavior
anesthesia
ophthalmology
gynecology
always on surgery or
on hold . access to
desktop is limited
A lot of time in the
practice, no news in
the market
unexpected
appointments, large
spectrum of patients
service-based
mobile app
Remote
detailing
Combined web
and mobile
approach
third golden word :
playfulness
ask for collaboration…
…but be prepared to receive
NO as the answer.
boring
apps
“I want to
collaborate”
is just a gentle way to
say…
“I want to be
recognized”
the era of gamification
everyone wanna be rewarded, so mobile
pharma needs to reward behavior
taking a pill can be like creting a striped one on candy crush
completing an eCME is like completing a mission on call of duty
the sims gives you bonus for taking care of people
a final thought
Why should I go mobile?
What is not being offered ?
When content will be used ?
How they will feel part of the experience?
is the mobile pharma checklist for success
thank you
andre.veloso@pfizer.com
Slideshare: acrveloso33

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To be or not to be mobile ?

  • 1. to be mobile or not to be ? the shakespearian dilemma of the pharma industry andré veloso mcm manager pfizer brazil
  • 2. we all know the world is connected Source : we are social snapshot, 2014 edition internetpenetration
  • 3. and mobile won the devices battle Source : we are social snapshot, 2014 edition mobilepenetration
  • 4. Every target is looking for something different But we are offering the same again and again
  • 5. first golden word : relevance
  • 6. identify your goal assess how mobile you are. honestly. understand influences and the real mobility impact. connect the dots on your stakeholders map.
  • 7. deep dive on their needs scientific background in-depth discussions eDiagnosis interactive sessions simulators calculators
  • 9. when is as important as what Every target have a specific routine clerks cannot use mobile devices on the counter nurses usually have a working station to check patient files at the er a physicians will need empty hands to be ready for action Internists spend a lot of time in the “comfort zone”
  • 10. learning from experience specialty mcm solutionbehavior anesthesia ophthalmology gynecology always on surgery or on hold . access to desktop is limited A lot of time in the practice, no news in the market unexpected appointments, large spectrum of patients service-based mobile app Remote detailing Combined web and mobile approach
  • 11. third golden word : playfulness
  • 12. ask for collaboration… …but be prepared to receive NO as the answer.
  • 14. “I want to collaborate” is just a gentle way to say… “I want to be recognized”
  • 15. the era of gamification everyone wanna be rewarded, so mobile pharma needs to reward behavior taking a pill can be like creting a striped one on candy crush completing an eCME is like completing a mission on call of duty the sims gives you bonus for taking care of people
  • 16. a final thought Why should I go mobile? What is not being offered ? When content will be used ? How they will feel part of the experience? is the mobile pharma checklist for success