to be or not to be mobile ?
TRANSCRIPT
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
inte
rnet
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etr
ati
on
and mobile won the devices battle
Source : we are social snapshot, 2014 edition
mo
bil
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Every target is
looking for
something
differentBut we are
offering
the sameagain 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 solution behavior
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
Remotedetailing
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
