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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© 2014 Cadient Group. All Rights Reserved.
AVOIDING
TRAPS
May 15, 2014
© 2014 Cadient Group. All Rights Reserved.

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© 2014 Cadient Group. All Rights Reserved.
ABOUT ME ABOUT CADIENT
• 18 years in digital
pharma
• Client side:
• Shire
• Pfizer
• Agency:
• Cadient Group
• Digitas Health

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© 2014 Cadient Group. All Rights Reserved.
I have a great idea! We need an app!

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© 2014 Cadient Group. All Rights Reserved.
I have a great idea! We need an app!

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© 2014 Cadient Group. All Rights Reserved.

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
Awareness
Processes

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
R
A
P

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© 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?

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
Awareness
P
24,733
active medical apps
Source: 148Apps.biz

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
Awareness
Processes

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© 2014 Cadient Group. All Rights Reserved.

12. APP-ORTUNITIES ABOUND.

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
Source: Wolters Kluwer Health 2013
Physician Outlook Survey

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
OPTIMIZE USING MEANINGFUL DATA POINTS

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© 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

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© 2014 Cadient Group. All Rights Reserved.
CONSIDER APP ALTERNATIVES

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© 2014 Cadient Group. All Rights Reserved.
CONSIDER APP ALTERNATIVES

28. WHAT’S NEXT…

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© 2014 Cadient Group. All Rights Reserved.
SIMPLIFYING INFORMATION EXCHANGE

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© 2014 Cadient Group. All Rights Reserved.
PERSONALIZING DATA FOR IMPACT

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© 2014 Cadient Group. All Rights Reserved.
APP’S ROLE IN MULTICHANNEL EXPERIENCE

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© 2014 Cadient Group. All Rights Reserved.
ENHANCED COLLABORATION TOOLS

33. DISCUSS, WE WILL.
Fantastic
infographic at
tiny.cc/hcpapps

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© 2014 Cadient Group. All Rights Reserved.
© 2014 Cadient Group. All Rights Reserved.
AVOIDING
TRAPS
May 15, 2014