Innovative Pharma Marketing: iPad Apps & Customer Insights #marketingmasterclass #createamovement

Here's the cool thing with this. All right, so the story I'm going to tell is from a marketing perspective is I was at a client, a big, big pharma in New York, and we were putting together— this was amazing to me— their salespeople had about 35 seconds to interact with a doctor to walk them from the car to the counter in their clinic. What we helped them do, which was really cool, is we created a an iPad app that they could pull out the app instead of a piece of paper, and then they would walk with them showing them information on the iPad, and then they could scroll the iPad, swipe the iPad as they walked and talked to them. So they had a walking visual presentation. Here's the cool thing with this. What was really cool about that is that the— when they logged in who the physician was, it pulled up a different presentation because it was intelligent. So it would pull up, you know, based on the physician title and what they did, it pulled up a different presentation based on their needs, based on the hypothesis of the customer experience. They would walk through it and it would note, the iPad would note how long they stayed on each page by microseconds. And, you know, so if it went too fast, they said that doesn't work. And then the salesperson could write down notes and say, The background didn't work here, they didn't resonate with this, or whatever, right after the interaction. Okay, so then that information all went into, all these interactions went into an analytic database. It's like there was this analytic engine that analyzed all these customer interactions. And then once they analyzed it, they gave it back to marketing and said, this is what worked, what didn't work, and they redid the hypothesis for the customer interaction.