1. eMedToday
Clinical Desk For Pharma
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AN INTRODUCTION TO THE ‘CLINICAL DESK’
APPLICATION
Refresh the Pharma-Doctor Relationship through
remote selling
The Future of healthcare is the Smartphone
October 2013
Copyright © eMedToday 2013

2. The Challenge
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 Doctors are too busy and too skeptical to swoon for a glossy
journal ad with a clever twist
 Instead, doctors are looking for utility: efficacy data, valueadded services, drug samples, quick pre-authorizations
 How to provide value added and utility to doctors with
remote selling ?
 The current pharmaceutical business model is not
sustainable (“sample drops” are not calls)
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3. The Answer
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Clinical Desk
Innovation (New CRM Tool)
Customer Relationships for ROI
Copyright © eMedToday 2013

4. Smartphones and Tablets: The Future of Digital
- Pharmas 4
 Pharmas need to offer value “Beyond the Pill and Price “ or the GSK logo “More Than Medicine”
 Pharma brands are about everything that surrounds a pill, including services, disease awareness,
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education and prevention
Pharmas do not offer mobile apps beyond clinical applications
Pharmas doctor’s marketing budget in many cases is wasteful
Pharmas do not recognize the role of Content as an engagement tool
Pharmas sales reps can be inefficient and costly
Pharmas sales reps with ipads still face a “high no see” with doctors
Pharmas are behind the digital curve
Pharmas do not follow best practice mobile app guidelines
Pharmas with digital can have a completely different level of communications with doctors
Pharma by using digital can become a genuine partner in the collaborative world of healthcare.
Pharma s should “give out data when and where doctors need it, and help them provide better care
with access to drug information they value and trust”
Mobile technology will transform the healthcare industry with increased productivity gains saving
$305 billion over the next 10 years.
In the next five years, healthcare organizations will increase significantly the availability of
smartphone-based mobile health services with over 1.3 billion smartphone users having mobile
health apps
Copyright © eMedToday 2013

5. Smartphones and Tablets: The Future of Digital
- Doctors 5
 Doctors do not give sales reps much time - “high no see” with 85% see time less than 5
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minutes; doctors spent on average 10 minutes on e detailing presentations and 70%
wanted samples. In 2012 8 million planned sales calls were not completed
Doctors overwhelmingly prefer mobile devices - with 9 of 10 doctors using smartphone in
near future
Doctors spend 2.4 hours a day looking for medical information
Doctors gain an average increase of 1.2 hours of daily productively using a mobile device
Doctors accept e-detailing messages with over 50% having participated in e-detailing and
78% would participate in future e detailing programs
98% of doctors want education and clinical reference material digitally
Doctors like messages delivered via text, video or multimedia
Doctors rely more on third party sources to develop drug treatment programs
97% of Doctors feel the e-detailing is superior to paper-based details for explaining
complex issues
Doctors say they would value support from Pharmas about their medicines at the point of
care
Copyright © eMedToday 2013

6. Key Survey: Kantar Media March 2013
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3,000 doctors across 21 specialties
 74%
use smartphones
 72% use apps for clinical reference
 64% use apps for drug references
 45% use apps for magazines
 21% use apps for patient education
 20% use apps for medical records
 16% use apps for productivity tools
Copyright © eMedToday 2013

7. Key Survey : ‘What Physicians Want’ Survey
(1)
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“The overarching message of this year’s survey is clear: Physicians are
begging for practical help in getting their work done. More than ever
before, they want efficient tools and communications that will help
them help their patients.”
“They want to strip away time wasters so they can educate patients,
support patients who need assistance, and help patients comply and
adhere to therapy.”
“They will open their doors to life sciences companies and
representatives that help them accomplish these goals”
(1) Sponsor: Sermo is the largest online physician-only community, with over 120,000 practicing
physicians
Copyright © eMedToday 2013

8. eMedToday History
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 13 years ago, eMedToday deployed an internet solution for
doctors/Pharmas on one platform.
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The Pharma/Doctor platform was called “ Clinical Desk” and sample
platform called “RepNet”
 Clinical Desk Offered
 CME
 Evidence based medicine and treatment guidelines
 Medical Mall for books and journals
 Notification to doctors for new products and product updates
 RepNet to order samples
 eMedToday is developing a smartphone/tablet Clinical Desk solution
Copyright © eMedToday 2013

9. Characteristics of A Successful Mobile App
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Simple and easy to use (graphically
compelling)
Solve a problem (intuitive)
Be unique (connect to 3rd party
functionally)
Add value (incredibly helpful)
Copyright © eMedToday 2013

10. Characteristics of a Successful Mobile App
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 Simple and easy to use
3 Buttons
 Solve a problem
 Doctors clinical and drug references/ trusted education/ patient point of
care information/ breaking medical news/fast medical research
 A new way to communicate rich multi media drug information to doctors
at their convenience that grabs their attention through content
management with personalization. Focus on video and animation
 Unique
 No similar mobile app exists
 Add value
 Clinical and drug references, CME, medical and research updates, drug
news, and e sampling/questions/appointment feed cause doctors to use
daily
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11. Clinical Desk Overview
3 Buttons
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1. Clinical Desk
2. Drug News
3. RepNet
Copyright © eMedToday 2013

12. Clinical Desk Features
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1. Clinical Desk
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Clinical Support: The best evidence based medicine and treatment guidelines
Drug information: Provides clear, concise, point of care drug information
Medical News: Breaking medical news and CME credits
Medical Research: Fast access to full text articles and PDFs of over 5,000 journal
and news sources
2. Drugs News
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Delivers rich, engaging multi- media format information with focus on video,
organized like a magazine, on drug profiles, news and content, events, CME and
promotions. Personalized and customized content.
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Builds trust and brand : allows for notification and dynamic updating.
3. RepNet
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e-sampling /question form/appointments
Copyright © eMedToday 2013

13. Why Clinical Desk?
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 Lower operational costs: save 25% travel costs
 Stronger doctor relationship
 Target “top Docs”
 Better doctor retention rates on drug information with increased profits of 25% to 95%
 3 X more time on e-detailing than time with sale rep
 Create better brand image through doctor engagement
 Deliver in real time - corporate, drug, relevant health information
 Greater efficiency of sales force
 App development time: 30 days;
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App costs: modest
Backend administration simple and robust
Simple and quick to implement
Reduces compliance risk to zero
Optimize Product launches and prices
Better patient adherence and patient point of care with Clinical Desk
From low “ Doctor see” rates to 100% Doctor see rates
Make expensive printed promotional aids redundant
Ordering of just required samples online, eliminating wastage
Develop deep understanding of physician segments
Help cross-functional alignment among marketing, sales, operations, training, regulatory, legal, and
IT departments
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Copyright © eMedToday 2013