New pharma

A new manhattanResearch report suggests that physicians who touched a sales rep's iPad were more likely to have a satisfactory experience, and more likely to say the experience influenced their clinical decisions.

 

However, only one-quarter of the 30 percent of physicians who saw a sales rep with an iPad actually touched the device during the meeting.

 

[AS: a new chapter in the mythologising of the arcane, totemic qualities of the iPad as an influencer of physician behaviour is written with the release of this data.

 

What exactly is it about the way that content is presented by iOS which leads doctors to feel as though they have been more influenced than they would have done were it presented on either another tablet, or perhaps a laptop?

 

Is it the tactile nature of the experience? The ability of iOS to render graphics? Or a conditioned response on the part of the audience that associates the tablet with other experiences?

 

It is also interesting to note that reps seem unwilling to let the tablet out of their hands, and let the doctor 'drive' the detail. I would have thought '1. pass the iPad to the clinician' was the first item on the Successful Digital Detailing 101 training program.]

Via Andrew Spong

When no news is bad newsMedical Marketing and MediaBut guess what? Very few people outside of pharma are even aware of these issues. Even if they were, chances are they wouldn't care. So perhaps it's time to stop assuming that they do.

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