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Six Tips for More Effective iPad Product Promotion and Education

Since the launch of the Apple iPad on April 3, 2010, more than 100 million units have been sold, and Apple expects that number to double in 2013. Not unlike the iPhone, physicians are among the biggest adopters of the iPad, which has helped lead to the device becoming a key part of a pharma sales rep’s toolkit.

A 2012 Manhattan Research report confirmed that 65% of “ePharma” docs who met face-to-face with pharma salespeople used an iPad, representing an increase from 30% in 2011. Additionally, a recent report conducted by MD Mindset titled iPad Use and Effectiveness: 2012 Syndicated Data Report, showed that doctors prefer the iPad predominantly as the visual aid of choice in sales presentations.

Given the growing use of the iPad and other tablets by pharma reps and the need for doctors to have better tools to assimilate important information, we thought we would share some helpful tips for maximizing the effectiveness of these devices for product promotion and education. Where appropriate, we have included some specific examples to help illustrate some of our recommendations.

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SanFranciscoBusinessTimes.com - Small Business - New technology tools help Glaxo, Novartis, Quest

Viscira's technology helps pharmaceutical reps to communicate better with doctors about products.

Click here to read the article in PDF format.

Innovators: Products, Educational iPad App

PM360, a premier magazine for marketing decision makers in the pharma, biotech, and medical device industries, published its first Innovation Special Issue which highlighted the innovation currently taking place in the industry within pharma marketing. Only 10 selected people and companies in each of 5 categories were chosen, and Viscira was one of them! Viscira was picked as an Innovator in the Products category for one of its Educational iPad Apps that was developed for a top-five pharmaceutical company. Click on the link below to learn more.

www.pm360online.com/innovators-products/

San Francisco Business Times – Small Business Entrepreneur Profiles

Entrepreneur Profile

Dave Gulezian, president and CEO of Viscira

Dave Gulezian, president and CEO of Viscira.

What it does: Develops new-media communication solutions and interactive software applications for pharmaceutical, biotech and medical device companies.

HQ: San Francisco.

2011 revenue: $8.7 million.

2012 projected revenue: About $14 million.

Employees: 100.

Founded: 2007.

Background: B.S. in electrical engineering from Cornell University and an M.B.A. from Stanford University’s Graduate School of Business. Co-founded Ucopia, a gift registry software tool for retailers, which was acquired by Primedia Inc.

Age: 44.

Residence: San Francisco.

Web site: viscira.com

Big picture

How’s business: Very good. We’re fortunate to be growing fast.

Biggest challenge for your business at the moment: Finding good people and maintaining high standards of quality as we grow.

What’s going to change at your company in the next year: Business development in Europe.

Business moves

Reason for starting business: Helping life science companies communicate more effectively with target audiences.

Most difficult part of decision: Making the decision not to pursue venture capital and to continue to grow organically.

Biggest misconception: That you’re able to tell people what you want them to do. It’s more about persuading, coaching and motivating.

Biggest business strength: The diversity of talent in the company in terms of all the different functions under one roof. We’re at the intersection of science, technology, art and design. That makes us unique.

Biggest business weakness: Trying to handle unanticipated customer demand. When we have customer needs that arise in very short timelines, being able to respond in an effective way.

Press Contact:
Noël Ashekian
Marketing Communications Manager - Viscira
Phone: (617) 429-0834
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

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