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© 2014 Cadient Group. All Rights Reserved.
AVOIDING
TRAPS
May 15, 2014
© 2014 Cadient Group. All Rights Reserved.

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© 2014 Cadient Group. All Rights Reserved.
ABOUT ME ABOUT CADIENT
• 18 years in digital
pharma
• Client side:
• Shire
• Pfizer
• Agency:
• Cadient Group
• Digitas Health

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© 2014 Cadient Group. All Rights Reserved.
I have a great idea! We need an app!

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© 2014 Cadient Group. All Rights Reserved.
I have a great idea! We need an app!

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© 2014 Cadient Group. All Rights Reserved.

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
Awareness
Processes

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
R
A
P

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
A
P
Diagnostic Tools
Drug References
Productivity Tools
Patient Education
EMR
Publications
Coding References
Organization Tools
My brand?

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
Awareness
P
24,733
active medical apps
Source: 148Apps.biz

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© 2014 Cadient Group. All Rights Reserved.
THE APP TRAP
Translation
Relevance
Awareness
Processes

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© 2014 Cadient Group. All Rights Reserved.

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APP-ORTUNITIES ABOUND.

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
LEVERAGE CUSTOMER INSIGHTS
Source: 2013 Epocrates Mobile Trends Report

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE
Source: Wolters Kluwer Health 2013
Physician Outlook Survey

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
PROVIDE REAL AND DIFFERENTIATED VALUE

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© 2014 Cadient Group. All Rights Reserved.
OPTIMIZE USING MEANINGFUL DATA POINTS

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© 2014 Cadient Group. All Rights Reserved.
• Drivers
• Device and platform
• Time of day
• Activities performed
• Pathway creation
for content
• Triggered activity
• User characteristics
• UX enhancements
• Future versioning
• Content
optimization
• Media optimization
OPTIMIZE USING MEANINGFUL DATA POINTS

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© 2014 Cadient Group. All Rights Reserved.
CONSIDER APP ALTERNATIVES

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© 2014 Cadient Group. All Rights Reserved.
CONSIDER APP ALTERNATIVES

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WHAT’S NEXT…

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‹#›
© 2014 Cadient Group. All Rights Reserved.
SIMPLIFYING INFORMATION EXCHANGE

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© 2014 Cadient Group. All Rights Reserved.
PERSONALIZING DATA FOR IMPACT

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© 2014 Cadient Group. All Rights Reserved.
APP’S ROLE IN MULTICHANNEL EXPERIENCE

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© 2014 Cadient Group. All Rights Reserved.
ENHANCED COLLABORATION TOOLS

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DISCUSS, WE WILL.
Fantastic
infographic at
tiny.cc/hcpapps

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‹#›
© 2014 Cadient Group. All Rights Reserved.
© 2014 Cadient Group. All Rights Reserved.
AVOIDING
TRAPS
May 15, 2014