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Connecting with Healthcare Professionals via Mobile HCMA Regional ForumMay 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


• 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


• 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

Internet Mobile Human*Bango survey, 2008


• Fix what you offer HCPs online

• Make it visit-worthy

• Mobile optimize it

• RM using mobile

• Mobile apps

• Tap into other mobile streams


• Programs that make sense for mobile

- Mobile sampling

- Mobilesodes

- POC apps

- Rep tie in programs


• 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 HealthcareProfessionals 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

Pharma

The EndQ&A