Rob Kempton, VP, Brand Planning Director, Palio

Anyone who has spent a day in pharmaceutical – or any other type – of sales, will tell you the answer is an unequivocal “no.”

There are cold calls to warm leads and warm calls on glacial leads. There are follow-up calls on established accounts and first-time calls to what may be your next strategic account. There are calls where you get the hand-off, the brush-off or even the flip off, as well as those where you close the deal, make the sale and bring home the cheddar.

Against that backdrop, why would you use the same digital tools for every sales call? The answer is: You wouldn’t.

Now, there are some exceptions: Chances are your organization has an established CRM platform like Salesforce CRM or industry-specific solution like StayinFront EdgeRx. That central repository of prospecting data, notes and follow-up activity should be part of every call – in fact, chances are your sales management demands it.

But what about the tools you use to pitch at a first-time informational meeting versus a drug-specific presentation for an existing customer? That’s where there’s room to change it up:

Start with a completely modular deck. Whether you’re using PowerPoint, Flash or one of the online presentation tools like SlideRocket.com, your sales organization should be able to piece together a presentation appropriate for the coldest of cold calls as well as a new-drug introduction to a longstanding customer – all on their own, guided by best-practices content suggestions from the marketing organization.

Use different tools for different lead scores. If your organization uses lead scoring to prioritize sales opportunities, consider WebEx or other online meeting tools for the lower-scoring leads. Time and travel are expensive, even if you have a local sales rep in place – why not save money with the leads that have historically poorer performance?

Be prepared for different types of learning: Sometimes, using the right tool means knowing when to put it away. For example, although the majority of people absorb information best through visuals, a significant number of individuals process and retain messages better through audio. Good salespeople are trained to recognize these traits and adapt to them – put the iPad or PowerPoint away if you’ve clearly got an audio-first prospect, and spend your time engaging in conversation.

Let some broad rules guide you: Generally speaking, dial the tech and the presentation glitz back on initial sales calls, increase it for informational meetings once a relationship is established. And, if you’re in a multi-call environment, dial it back again for the close meeting. The key: At the outset and at the close of a deal, you want the prospect focused on communicating and reinforcing their needs and how your product fits those needs – many sales are lost by over-communicating right past the prospect’s pain.

The rules for what digital tools to use on a sales call are no different than those for use in their non-digital counterparts. Choose the tools that will let you focus on the customer and their needs – not on your desire to lay out every feature and benefit or use the latest tech toy – and you’ll close more deals.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Heather Stone, Interactive Producer, Palio

Online or offline, we’re perceived by our actions. Because social media has become just “part of how business gets done,” it is easy to forget to be mindful of how we interact with others. In many religions and cultures, there’s usually some variation of the golden rule – do unto others as you wish to have done to you. Applying this rule to your online communications can help optimize your social media presence and contribute to positive perception of your company and personal brand.

Treat others how you’d want to be treated – Good relationships are the cornerstone of a successful social media presence. That requires listening to the needs of your audience and communicating with them in a way that resonates. Want to increase customer loyalty? Remember it’s about them, not you.

Be welcoming – If someone likes you on Facebook or follows you on Twitter, they’re open to having a relationship. Get them at hello, whether that’s offering a promotion, inviting them to subscribe to your newsletter or simply acknowledging the relationship (caveat: no auto-reply, please).

Be responsive, caring and thoughtful – Displaying empathy towards your customers is a valuable competitive advantage. If they’re having a service issue, show you care by being proactive in communication and problem resolution. If they’re looking for information prior to making a buying decision, go beyond product-specific information to connect them with a like-minded community.

Ensure interactions add value – Remember that social media is about conversations – not just opportunities to name drop your company, product or service. If you’re using Facebook to post the same discount offer or website link multiple times, you’re going to turn off your audience. There’s no shortage of information out there, either. Keep content fresh and make every conversation count.

Embrace opposing viewpoints – You can learn a lot about your customers by listening – especially when they’re disagreeing with you. Rather than run away from or get caught up in the argument, keep communication transparent and deliver messages that speak respectfully to contrarian ideas.

Think before posting – Even the best community managers can get emotional. Snarky replies don’t do anyone any favors. Not pausing before you post can damage your career, reputation or company. Word things carefully, and if you need to, walk away for a few minutes before responding.

Sharpen your listening skills – Paying attention to what customers and competitors are saying provides valuable business intelligence. Empower and collaborate with your audience based on the things that are important to them.

Share and share alike – If you want engage people as brand ambassadors, provide information that is worthy of sharing and make it easy. Something as simple as “please retweet” can move a message.

Be authentic –Use your social media presence to let people know who you are and what you stand for by painting a picture across all your social networks. Take responsibility for your words and actions – even during difficult times.

Communication is a key to better relationships and long-term customer engagement. Follow the golden rule, respect and honor those you interact with and commit to listening and responding appropriately to optimize your social media presence.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Todd LaRoche, EVP, Managing Director of Creative, Palio

There is no slow season in health care. Whether seeing patients in between personal and professional appointments or a spike in patient visits during cold and flu season, doctors are always busy. For sales reps, this results in a greater challenge getting face time with doctors.

Sales reps may not be used to communicating in a two-minute window, but doctors, nurses and office staff are conditioned to interact that way. Last year on Pixels and Pills, I wrote about being brief and getting to the point when communicating with doctors. That still holds true, but with more doctors tethered to their smartphones and iPads, we need to use technology to change how we communicate with doctors.

Give them what they want. Sales reps need to get better at tracking information related to each sales call, including the doctor’s contact information and preferred mode of communication, patient population needs and prescription-writing activity. With a compressed amount of time to detail new medicines and deliver marketing messages, it’s important to address those most relevant to each practice. Having better information, sales reps can then implement more doctor-centric strategies and design more relevant campaigns.

Get your high tech game on. It’s important to identify creative ways to convey information. For doctors who are digitally savvy and prefer electronic communication, an interactive iPad app or digital brochure can deliver value and foster stronger relationships – all while providing an efficient and more cost-effective means of communicating beyond the traditional face-to-face call. And, physicians can review information at a time that is convenient to them – not when they have an office full of patients.

Speak in sound bites. If you can convey information in a 140-character tweet, you can do it in the real world. But if you have mere minutes of a physician’s time – whether in the office or at a virtual event – a succinct presentation style can be a real differentiator.

Recognize that it’s all in the details. While overall sales and market penetration matter immensely to the organization’s bottom line, at the individual sales rep’s level there are other metrics worth tracking in this limited-face-time environment. Average amount of time spent discussing products with a physician, requests for additional information, volume of sample product distributed or prescription-writing activity are just three of many ways to track messaging effectiveness by proxy measures. Understanding how physicians want to receive and interact information can help you determine the best technology solutions to facilitate information exchange and meet their needs.

Technology is creating new and exciting opportunities for communication that enable us to take evolving communication preferences into account when providing new product information, clinical alerts or product updates. By incorporating communication technology, electronic promotional activity, and virtual events into our communication arsenal and demonstrating depth and breadth of product knowledge, sales reps can provide valuable interactions with doctors and achieve their objectives.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

01. 23andme
Categories:	Home testing, genomic testing
What it is:	According to their site: “23andMe is a retail DNA testing service providing information and tools for consumers to learn about and explore their DNA. We utilize the Illumina OmniExpress Plus Research Use Only Chip which has been customized for use in all of our products and services by 23andMe. All of the laboratory testing for 23andMe is done in a CLIA-certified laboratory.”
Why it Matters:	We are at the dawn of personalized medicine. Up until now, testing and diagnostics have been in the hands of physicians. This is starting to change. With a growing geriatric population and sky-rocketing health care costs, there will be a trend in taking ownership of one’s healthcare. That, along with the coming trend of aging in place, proactively taking responsibility for one’s healthcare will not only take hold, it will become the norm. Look for encouragement from healthcare policymakers to take proactive steps not only in preventative care, but for long term disease management. And, very soon, the dialog will shift from “sick care” to “health maintenance.” The long view will shift will be from “healthcare” to “health lifestyle.”

02. Cure Together
Categories:	Social media, social medicine
What it is:	Disease state social media. According to mashable.com: CureTogether is not just for people with chronic illnesses; most people have medical issues, if only the occasional seasonal allergies. CureTogether helps you track symptoms, share information with others and, ideally, find treatment and cures.
Why it Matters:	This seems remarkably close to Patients Like Me, but the big difference seems to be built around sharing antidotal information around what works and what doesn’t, and allowing the community to share data that is aggregated into data visualizations that patients can review and form their own opinion about what’s working and what’s not. This is a further step toward participatory medicine. The important bit of information to note in these social disease state sites is that the conversation is moving further away from the doctor as being the sole source of healthcare and disease state information.

04. FitBit Tracker
Categories:	Medical devices, data visualization, personal healthcare
What it is:	According to the FitBit site: The Fitbit Tracker shows your real-time activity stats so you know how close you are to your goals. It’s with you every step of the day, motivating you to make small changes that add up to big results.
Why it Matters:	Are you starting to see a trend here? This is another device that allows patients to track various datapoints in their lives. Steps taken, hours slept, calories burned. What’s exciting about this device is that they have added a gaming level in the form of a flower. The more active and healthy you behave, the better the flower will grow. Another interesting bit they have added is the ability to name your device. The device will also asked to be “walked” or to engage in another activity. It brings to mind the Bandai’s Tamoguci products. But now instead of pressing a few buttons to take care a virtual pet, users will take proactive measures to take care of themselves.

05. Robotic Eye Surgery Currently in beta
Categories:	Robotics, assistive technologies, medical devices
What it is:	According to the website: Researcher Thijs Meenink at TU/e has developed a smart eye-surgery robot that allows eye surgeons to operate with increased ease and greater precision on the retina and the vitreous humor of the eye. The system also extends the effective period during which ophthalmologists can carry out these intricate procedures.
Why it Matters:	Okay, this is something that is definitely not for the “do-it-yourselfer.” Kidding aside, this is an important device to note because it amplifies the value of the technologies mentioned before in this article. Why? As the mundane part of medical care is taken over by patients, doctors will be able to more clearly focus on true healthcare, allowing them to be able to put their energies into doing what patients themselves can’t: expand the data, analyze the patient and make more effective diagnoses. They will be able to make use of far more advanced technologies that are beyond the reach of the patient. They will move from the role of “health monitors” and “mechanics” to highly specializes practitioners of the medical arts.

Happy exploring.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Gregory Alderisio, Senior Copywriter, Palio

Let’s say you see an ad in a magazine or on the Web and you absolutely hate the headline. Who do you blame? Naturally, the wretched, abominable writer. Or what if the art direction is so banal or so hideous you recoil in horror. Whose fault is that? Of course, the hapless, no-talent art director.

Pretty much everything wrong with an ad can be laid at the feet of two people: the AD and CW. It’s the same with the glory. A good headline: well, obviously that came from the unique mind of a gifted writer. An inspired visual? Kudos to the innovative genius of the art director. Why would it be any other way? A pair of people did the ad so let’s praise/stone them depending upon how it turned out. And of course at their year-end review, the creative team with too many boring, dull, moronically-simplistic ads gets labeled as lazy, timid or unimaginative. On the other hand, the team with award-winning work gets a raise, a bonus and a big fat ego.

Because that’s the way many agencies are run, it’s got to be a good system, right? Well, maybe not.

What if instead of praising or blaming two people for the work, we praised/blamed everyone? Not just in words, but in more tangible ways. Planners, account people, medical directors, creative directors, producers – what if all their raises, bonuses, perks and promotions depended upon the creativity of the work their accounts produced? Overnight agency output would improve. Because it can’t be just the creative team who’s motivated to do good work, that’s not enough. Two people alone can’t push good work through a sea of indifference and nitpickers. Every department has to want the good stuff and have a vested interest in getting it sold and seeing it produced.

This may sound self-serving but ultimately it serves the client because clients get better work that attracts more attention. And brands that get noticed are brands that have a better chance to succeed and make clients happy.

If we’re comfortable calling out creative work that’s dull and lifeless, we should be just as comfortable doing the same with a dull key thought, a me-too insight, or a toothless medical claim. We can’t just sleepwalk our way through customer research, message development and strategy generation then sell ho-hum ideas to our clients and expect the work produced to be brilliant.

When work is great, chances are it came from an inspired insight or a focused strategy and that contribution needs to be acknowledged. Great work is also impeccably produced so we have to recognize producers and art buyers when a finished idea looks just as cool as everyone imagined it would when it was merely a line drawing.

In other words, we all sink or swim together. The sooner every department is held accountable for the creative output in a concrete way, the quicker the entire agency will be devoted to bringing truly memorable ideas to the market.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Neall Currie, VP, Creative Director, Palio

Our hero rushes ahead – his fingers twitching, his pulse a stampede – not knowing what lies ahead. It may be the answer he’s so desperately sought. It may be the peril he thought he’d already avoided. But the one thing he will conquer is the uncertainty that’s plagued him. Finally, he’ll have resolution. Finally, he’ll know. Because the final outcome lies just beyond the next

…page.

Serialized fiction is built on cliffhangers, and that foundation made the novel the most involving art form in human history. The earliest serialized fiction was “One Thousand and One Nights” (or, Arabian Nights), wherein the narrator – the convicted Scheherazade – uses cliffhangers to ensure her king will stay her execution one more day, just to hear the outcome of the story she told the night before.

Some of the most influential novelists of all time wrote for audiences that, rather than wielding the threat of execution, offered the lure of a good living. They desperately followed their prose in monthly publications. Charles Dickens, Thomas Hardy, and Arthur Conan Doyle all supported themselves – and often subsidized other work that they preferred – by selling chapter stories in monthly installments to publishers who knew their gripping tales ensured a devoted audience.

Serialized fiction meant more readership, which made the magazine more attractive to advertisers, which allowed the publisher to charge more, both for the publication, and for the ad space within it. And the model held up through the years. Soap operas are so named because they started as serial radio dramas that were produced by the advertisers themselves – soap makers targeting homemakers – who wanted to retain an audience for their promotional messaging. Even today, cliffhangers sell.

Neal Stephenson is a contemporary writer who pays close attention to the narrative form (the main character of his most popular novel, “Snow Crash,” was named Hiro Protagonist, after all). So it’s fitting that he is part of a group of authors and other artists exploring serialized fiction in the digital format.

Stephenson, Greg Bear and others are “publishing” an expansive work called “The Mongoliad” through digital media. Their forward-looking take on the form improves the experience for the artists by cutting out the publisher – and for the writer by expanding the concept of the serialized novel.

Installments of the Mongoliad – published periodically to mongoliad.com, or to its proprietary apps – are, usually, chapter-length adventure tales that build toward a vast story with all the hallmarks of a classic serialized tale. A panoply of complex characters. Multiple intertwined story lines. Epic stakes. Personal drama. But its creators use other installments to enrich the story in other ways. Artists will provide sketches of important characters or locations. The creators and their consultants will post videos where they discuss the historical context or technical details that inform the story.

The Mongoliad doesn’t rely on advertising; it’s a subscription-based model. Readers pay to be in the audience – and in the community.  Subscribers can post to the forums, discussing the stories and often interacting with the creators. Sometimes they’re rewarded by seeing an earlier installment get updated, after the authors, influenced by their audience, make small but important revisions to the work.

Is the Mongoliad the future of publishing? It’s difficult to say it will replace traditional publishing – after all, Stephenson and Bear have both released new novels while working on it, and the creators have recently announced their intention to eventually offer the completed work in print. Could it provide a new model for the “soap opera” – highly targeted stories written to appeal to a very specific audience that a particular group of advertisers want?

To find out, we’ll just have to keep reading. Which was the point all along.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Tiffany Ryan, VP, Account Services, Palio

What an exciting time to be working in HIV. After 30 years, the scientific community has deciphered the mechanism of viral replication, resulting in multiple drug classes targeting multiple points of replication. On the patient/provider level, therapies have evolved to meet market needs – efficacious drugs with improved tolerability and convenient dosing.

This disease state has grown and changed at unprecedented speed – shifting what was once a death sentence into a chronic, more manageable condition.

Recently, there have been some interesting new discoveries that could impact and shape the future of HIV medicine. Discoveries that intrigue, surprise, and potentially shift the future of HIV care.

Glowing Cats and HIV – Don’t let the whimsical (maybe a bit spooky) photo fool you. This is real science. Researchers at the Mayo Clinic conducted a gene-therapy based study that looked at the impact of inserting genes that are known for blocking FIV cell infection into feline eggs prior to sperm fertilization. A jellyfish gene was also inserted, to allow for tracking purposes, which caused the cats to glow green. The genes disable the virus’s outer shield during entry into the cell, thereby not allowing the virus to begin replication that occurs within the cell. The impact of this genetic defense approach will likely have applications for advancing future genetic therapies for people and cats alike with HIV/AIDS.

Cholesterol and HIV – An international team of immunologists published findings that could have implications on future vaccine development. Researchers found that removing the cholesterol contained in the viral envelope of the HIV molecule interfered with the way that the virus attempts to reprogram the body’s immune response to the infection.

Gaming and HIV – Fresh from the “complex problems are solved in creative ways” files, gamers have solved one of the many mysteries of HIV that have plagued the scientific sector for years. Foldit, a game developed by researchers at the University of Washington, is designed to help solve complex scientific problems through competitive games. In three weeks, gamers were able to create models that allowed for successful molecular replacement and subsequent structure determination of the protease enzyme. This information will be critical to informing new drug discovery and development efforts. However, maybe even more promising is that this game has been used to solve problems in other disease categories – namely cancer and alzheimer’s research.

The possibilities appear to be endless when you take the best of technology and combine it with human intuition. I, for one, can’t wait to see what comes next.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Philip Reynolds, VP, Associate Creative Director, Palio

If you find yourself in downtown Manhattan this November with a little time to kill, go to the Cooper Union, walk down the stairs, and check out an inspiring show called PHARMA, on view at the Herb Lubalin Study Center through December 3d.

The focus is masterworks of pharmaceutical graphic design and advertising from the 1940s to 1960s. If you think “masterworks” sounds too lofty to describe even the best of our hard-nosed industry, consider that mid-century giants Paul Rand, Lester Beall, Will Burtin, and Ivan Chermayeff all did pharma work.

The show lightly traces the whole history of pharmaceutical advertising, from its pre-FDA quack origins to the present day. You’ll see Ur-executions of now-familiar pharma concepts: the original chessboard, rowing crew, and suit of armor. Anyone hoping for an exegesis of contemporary pharma advertising will be disappointed, though. A bit of wall is hung with some satires (with predictably subversive lists of adverse events), but that’s it. I would have liked to have seen a serious discussion of work by the design stars of today, and how the best manage regulatory meddling that would have made Herb Lubalin throw away his calligraphy brush in despair.

But anything in the show that’s pre-WWII or post-60s is just there to provide a setting for the real jewels. The Mad Men ads, brochures, and packagings on display evoke a time when graphic masters were inspired by a confluence of optimistic forces: Visionary corporations headed by Swiss chemist-capitalists. Wonder drugs that promised to ease the strains of modern life. Faith in the power of great design to support and even add prestige to the image of a benevolent industry. And what an image they created — all in spite of (or is it because of?) the lack of Illustrator, InDesign, and Photoshop.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Sean O’Donnell, Group Copy Supervisor, Palio

Consumer marketing may seem like the Wild West compared to pharma marketing which must live in the confines of regulatory requirements and an indecisive FDA when it comes to social media guidelines. Still, the two disciplines have much in common. Both require understanding the target audience and creating effective communications that address a consumer’s need or desire.

However, just because pharma marketing has more restraints doesn’t mean there aren’t lessons to be learned from the consumer space.

It’s about how you roll. People want to associate with a brand that resonates with their own values. And, they’re interested in more than having their current needs met; they want someone to help them envision something better.

Different brand personalities appeal to different audience segments, but if Apple has taught us anything, it’s that cool rules. They’ve successfully managed to tap into that persona by letting it shine in everything they do from developing cool products to providing super friendly customer service. They also never come out and say they’re a cool company – they let their brand ambassadors do that for them. They have an army of fans who genuinely love their products and use social media to share their experience.

People are doing more research. When it comes to shopping decisions, consumers are relying on the internet more than ever prior to making a purchase. The same is true for health care consumers. They’re researching physicians, treatment options, drug choices and networking with patients – often before they ever step foot into the doctor’s office.

Empowered patients are the new normal and they’re influencing sales and prescribing behavior. Use social media to provide credible and accessible information to support patient decisions, encourage brand advocacy and foster better communication with doctors.

Provide an experience. Getting a sale is only half the battle; building customer loyalty and repeat business is the other half. It’s no longer enough to just deliver a quality product. People want an outstanding customer experience and if they don’t get it from you, they’re going to look elsewhere.

That means getting employees to “live the brand.” At Starbucks, they’ve instilled a “Just Say Yes” company culture. They provided employees with a mantra – not a manual – to guide their actions. If a customer wants his caramel macchiato with skim milk, he’s going to get it.

For pharma marketers, it’s about taking time to listen to patients and practitioners to determine what they need and then exceed expectations with every interaction. Providing an experience also means staying in touch, whether that’s sending valuable information via an email newsletter or letting people know how to contact your company on Facebook, Twitter or the company website.

The consumer space has embraced the shift of the digital frontier from the Web to apps. Communication is changing; people want to feel like they’re part of the process and have achieved something. It’s shared, evolving and organic from the people around them.

Ultimately, marketers like it both ways: Everyone wants to talk about integration and being brilliant at the basics while at the same time touting the game-changing value of deep industry expertise. But if there’s value in such specific experience, there are also insights to be found by looking outside of your own industry for how other sectors grow their businesses. Go ahead – take a page from the consumer playbook!

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Jon Fisher, Technology Manager, Palio

According to recent Manhattan Research findings, 38% of ePharma Physicians have seen sales reps with iPads or other tablets during face-to-face meetings – However the study suggests marketers are not leveraging these devices to their full potential.

- A new ePharma Physician® v11.0 study explores the evolving pharma service model and digital opportunities for marketers – Webinar August 11^th 11am ET

It’s not surprising that there are studies in the pharma industry pointing to a lukewarm reception rate among physicians who are being detailed from an iPad. The introduction of the iPad as a platform for e-detailing is no longer just about selling a drug. It’s about the doctor relating to the iPad itself as a world of interactivity and connectivity that can bring medicine to life. For many docs who do not own iPads, being detailed on this device could seem like a well orchestrated show on a beefed up e-reader, especially if the functionally of the e-detail application involves little more than squinting at oceans of tiny text, watching a basic gant chart’s graph rising and falling, or suffering through poorly composed footage of talking heads describing efficacy through a video player window. The question isn’t how much will it cost me to get a print detail aid reformatted for an iPad with some videos thrown in? The question should be how could my content be experienced in a fresh way on touchpad technology for full user engagement. The real time metrics collection, the CRM modules that plug into robust marketing software packages, even the ability to get an e-signature, will not come into play within the first critical 60 seconds the rep has to capture a physician’s attention with valuable information they can use.

Technology, like all successful physical product attributes, eventually becomes copied and commoditized. And while we might see significant gains from the initial excitement and buzz of the “wow effect,” it eventually wears off and what remains is the content and how it is experienced. So many companies cut and paste traditional media solutions into new media platforms creating “brochure-ware” that fails to take advantage of the technology. Unfortunately, what is happening is that print materials are being delivered in a digital medium. It takes more than adding a video to make something “digital.” The question isn’t “How much will it cost me to get a print detail aid reformatted for an iPad?” The question should be “How could my content be experienced in a fresh way on this new tool for user engagement?”

The iPad is not going away. It’s here to stay. Although its growth may have not taken off as initially anticipated within the health industry, as more reps and doctors understand the technology and its extensive ability to produce a dynamic learning environment with real time information – clickable charts, images, video and extensive interactive usability – we will see more and more companies in the marketplace competing to provide the best functionality in their e-detailing apps. When the technology is not being used to its full capability, it can be seen as being little more than an old school “push” selling tactic as opposed to fully exploiting the technology to bring the physician into the story of the brand. The iPad is more than an interactive e-reader or a seductive technology gimmick. It is a portable library that can connect instantly to new data and, if used as it was designed, it can become a synergistic connection that can truly create the multi-dimensional dynamic experience used not only for detailing but also for teaching and interacting with patients.

To hear more of Palio’s point of view on ways to better maximize this medium, view our SlideShare: Palio 360° solutions, The Seven Tips to IVA Development. 

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.