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BaseCase Versus Custom-Built Apps

The benefits of using the BaseCase platform to build value communication apps

BaseCase is a web-based platform that lets pharma and medical device companies build their own apps for key account managers. It’s a global solution to the ongoing need for value communication tools, designed to replace the per project outsourcing approach taken in the past. Here, we outline some of the advantages of using the BaseCase platform over continuing to outsource on a project by project basis.

Custom-built apps

There are several consultancy companies in the field of HEOR and market access that will take your existing models and go through the process of translating these into a custom-built interactive tool. The costs attached to hiring such consultants are high, and the process is slow and inflexible.

The drawbacks of this approach are that it is:

  • Expensive. The need for programmers increases development costs, and every revision of the app, for a country adaptation or a change to the underlying spreadsheet, incurs high charges.

  • Slow. It can take months to do the programming work. This adds another drag on the timeframe for taking a product to market. If it takes too long, you may miss your window of opportunity in the market to communicate your value proposition.

  • Inflexible. When you outsource a project like this, you become reliant on their ability to deliver. Ideally, you want to be able to tweak and refine the tool over time yourself as required, but in reality making a change becomes a question of whether it’s really necessary to call in the consultants again.

  • Inconsistent. Managers are eager to maintain brand and message consistency. Outsourcing means receiving a different deliverable for every project. Over time, a smorgasbord of logos, colour schemes, images and value stories are generated.

  • Device-specific. Technology changes fast, and new tablet devices and operating systems emerge all the time. Most consultants will develop a tool for you that is compatible with one device, or one operating system only. What happens if your key account managers switch to a new tablet, or your organization upgrades its software?


BaseCase is a platform to develop apps that eliminates the need for programmers. Anyone with basic Excel and PowerPoint skills can create and continually maintain sophisticated value communication apps. Using the HTML5 format, your apps can be used on any device, without installing software, on- or offline.

In contrast to developing custom-built tools, BaseCase is:

  • Affordable. Pharma and device companies often have a multitude of products that require apps, to be used and adapted to dozens of markets. Investing in a platform that streamlines and centralized all these activities generates considerable savings. Even for a single project, the reduced development time makes it much more affordable than alternatives.

  • Customizable. Pharma companies operate in diverse healthcare markets. Languages, economic conditions and reimbursement requirements vary, and the value proposition must be developed accordingly. Save time and money by allowing local affiliates to translate and adapt a global ‘core app’ - containing the heart of the value message - to their particular market conditions. This way, you can streamline the process and avoid duplication of efforts.

  • Flexible. BaseCase’s user-friendly interface lets you adapt the layout and the underlying spreadsheet of your app very quickly. If you want to make a revision, or do a translation, just log in and update the app for your key account managers, in real-time.

  • Consistent. Maintain brand consistency. BaseCase makes it easy to keep a uniform branding scheme and layout for all your products in all your markets. Perhaps more importantly, HQ can retain control over the messages that are used throughout, to the extent that it desires.

  • Universal. The BaseCase platform and the apps that you create on it can be accessed through any modern web browser. This means you have access on most devices, without having to install software. Apps can be used on- or offline.