“Generally speaking, companies typically identify a problem or a business process that needs enhancement and then perform due diligence and an in-depth technology assessment to choose IT to apply to that situation. Historically, this is what best practice would dictate,” Eric Newmark reports for IDC Health Insights.
“Well, say ‘hello’ to the iPad, which is quickly turning this traditional wisdom on its head,” Newmark reports. “While tablet PCs have been used in the field within pharma sales for quite some time to enable electronic signature capture and more interactive display of edetailing information, the explosion of next-generation tablet devices like the iPad has rocked the boat in this space.”
Advertisement: Students, parents and Faculty save up to $200 on a new Mac.
Newmark reports, “The pharmaceutical sales community is now undergoing an enormous shift, with widespread interest in transitioning toward HTML5-based tablet devices like the iPad, as the industry seeks a quicker, lighter, and more attractive way of displaying drug-related information. Two things in particular make this trend interesting: the purchasing behavior of companies regarding these devices and the monopolistic iPad mindset prevailing in this space.”
“Beyond pharmas’ overwhelming interest in embracing HTML5-based tablets, what makes the phenomenon even more interesting is that most pharmas with plans to adopt these devices are planning to purchase the iPad, with little current interest in seriously evaluating competing devices from other vendors,” Newmark reports. “Based on interviews recently conducted with more than 20 pharmaceutical companies regarding CRM and SFA planned investment, all stated they believe Apple will remain the lead innovator in the space and that deploying SFA on the iPad (rather than a competing tablet device) is safer long term because it will help ensure they keep up with the latest technology developments and innovations. Only 3 of 20 companies mentioned they planned to spend any significant time reviewing competing solutions.”
Read more in the full article (.pdf) here.
[Thanks to MacDailyNews Reader “Brian” for the heads up.]
What other options ?
Those guys are not stupid. They might be greedy but not stupid.
In a related story, reports show that 3 out of 20 pharmaceutical companies routinely sample the drugs they sell in heavy doses.
Particularly the ones with a tendency to induce a state of euphoria and disorientation.
A rep told me a couple of months ago that his company was going to buy 3000 iPads.
iPad is new iPod. All those iPad wannabes, just look at what happened to those iPod wannabes, that is exactly what will happen to you.
Our nation could use a lot less Pharma. Ask anyone working in an ER about the BAGS of bottles brought in by patients. Not the exception, not just the old & infirm. It’s effing ridiculous. Pharma is not my profession, but there has to be a point of diminishing returns.
The use of the iPad is the promise of the tablet form brought to fruition. Gates was right to champion the tablet & wrong to base it on Windows and a stylus.
How much you want to bet that the most sought after gift @ Xmas is the iPad?
RDF- where would patients be without pharma? Who would research and develop new compounds needed to improve quality of life or in fact, save lives? You can be brave and strong oyour beliefs until you or someone you love becomes ill and would benefit from pharma.
No one would argue against drugs that actually help people. There is also a push to sell drugs to people who don’t really need them.
In some countries drug makers are actually required to prove the new drug is more effective than prior treatments before they’re allowed to sell it. And they are only allowed to market to doctors, not the general, uninformed, public.
ipad pro
Those ” 3 out of 20 companies” that will ” …spend any significant time reviewing competing solutions ” are in trouble competitive wise and I wonder how much time and $$$$ they usually waste or how hard headed is their IT department??
I am in the medical field and our company is slow in adapting so I compliment the 17 forward looking companies transitioning to iPad 2!!!!
… Buy AAPL stocks people! 2012 = $422 and 2013 = $523 🙂
Tablets to sell tablets? Of course Big Pharma is going to use the most valued tool possible to make the sale. Heck, I wouldn’t be surprised if they give doctors a free iPad. They’ve certainly given more expensive gifts. Imagine if a doc got a Xoom? He’d be like the kid who got a Zune for Xmas. Might as well give them a rock for Halloween.
Okay, apparently, you can’t give gifts like the iPad anymore.
Don’t click on the ” …(pdf) here” link. Might be the pdf that exploits the security flaw.
Uh, Paul, that’s an ignorant comment. The report linked is from IDC Health Industry Insights, a division of leading IT analyst firm IDC. The file is just fine, thanks.
his company was going to buy 3000 iPads.
Yeah… and give everyone away as a gift to medical workers…
Wonder why medicine is so high in the USA?
http://www.businessinsider.com/astonishing-health-care-statistics-2011-6#what-the-united-states-spent-on-health-care-in-2009-was-greater-than-the-entire-gdp-of-great-britain-1
Probably buying 3,000 iPads to increase sales or save money.
I guess that’s why companies invest in capital assets.
“Only 3 of 20 companies mentioned they planned to spend any significant time reviewing competing solutions.”
Remember 4 or 5 years ago when those 3 companies were checking out Macs and all the rest were blindly buying Windows PCs.
I am in the drug store business. I see both sides of this argument. Too many people are being unduly influenced by the public marketing of drugs. Ask Google (don’t we all know?) how effective marketing is?
OTOH, I see people all the time who make the comment “I did not know how well my meds were controlling my_________[insert your condition here].”
Unfortunately, as in many cases, many who need a product or service don’t get it while those have no use for a product or service get way too much of it. (insert favorite drug joke, political ailment, etc)