Although iPads are firmly in the mainstream when it comes to pharma detailing, they could be used more effectively, according to a new study. Manhattan Research says that having embarked on massive technology roll-out programmes, the challenge the industry now faces is how to use the technology in a way that engages doctors and adds value to sales reps’ detailing time. Manhattan Research’s VP of research Monique Levy said: “In the three years since the iPad’s debut, pharmaceutical firms have put tablets in the hands of nearly all of their sales representatives. “The challenge now lies in creating compelling content and crystalising learning moments that physicians expect and the devices excel at.” The analysts’ new ePharma Physician 2013 study highlighted using animations and video to illustrate a novel mechanism of action (MOA) or treatment pathway as particular areas where the industry can provide ‘Ah-hah!’ moments.

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