Mobile devices have been key to the healthcare, pharmaceutical and medical device industries for decades and this year’s iPad 3 is no different. The iPad 3 was released to the United States and Europe about one month ago and will soon be available in 21 additional countries on April 20th. One of the main features, which will be very useful for visualizing health economic models, is the iPad 3’s retina display. This new feature enables the image, evidence, or whatever you are presenting to be rendered with extreme clarity. The retina display, in addition to the other newest features, will allow the iPad 3 to not only follow but improve upon the iPad’s previous successes in the healthcare, pharmaceutical and medical device industries.
The iPad has been taking the healthcare, pharmaceutical and medical device industries by storm since its inital release two years ago (in April of 2010). Doctors, patients, key account managers, hospitals, health economists, pharmaceutical reps and medical device sales reps have been in on the action. Just consider Novartis CEO Jimenez’s memo to employees that Apple’s “game-changing” iPad will make it possible for sales reps to save 205 hours over the course of the year and allow “the entire field to make an incredible 35,000 additional customer visits each year”. Previously, sales representatives struggled with the ability to differentiate themselves through clear, concise, and interactive messaging, but the iPad now gives these Key Account Managers an effective way to communicate the economic evidence.
Since pharmaceutical and medical device companies invest significant time persuading payers to adopt their products, communicating economic evidence efficiently via the iPad has become an important part of this value proposition. New iPad apps, that allow the presentation of interactive content on the iPad, provide similar productivity gains for Key Account Managers with the communication of health economic evidence.
Despite the iPad’s appeal, it does come with some drawbacks regarding health economics. A major shortcoming is that the iPad doesn’t support Microsoft Excel or Adobe Flash which are some of the main programs used to create and present economic models. And of course there is the challenge of distribution; how can you smoothly implement a tool for the iPad across a sales force that is spread around the globe? Will you need to create two tools, one for PCs and one for iPads?
BaseCase Interactive is a value communications platform specifically designed for the healthcare industry. BaseCase solutions, developed with the iPad in mind, will ensure your field teams can present interactive and easy-to-understand presentations that engage the customer. BaseCase’s benefits also extend to the brand teams, offering analytics to monitor the usage of sales presentations and measure performance. BaseCase’s intuitive features, such as sliders, fully compliment the iPad’s touch screen. The presentations even run offline when an internet connection is not available.
By adopting BaseCase as the platform for global value communication tools, pharmaceutical and medical device companies can easily overcome the technical limitations of Excel or flash-based presentations, to fully take advantage of the iPad for customer communications.