Medication Guide App

For Engagement, DIG Looks toward Future

By Mia Burns (mia.burns@ubm.com)

During the past decade, a tidal wave of innovation specific to the market of devices to access digital content, services, and to conduct transactions has taken place, according to Digital Insights Group. The company has issued a white paper, The Future of Mobility, Multi-screen and Cross Screen Engagement covering a roundtable discussion with varied pharmaceutical, device, publisher, and technology executives.

Digital Insights Group Founder Mark Bard moderated the discussion. “We hand-picked a diverse group of thought leaders working in pharma, device, technology, and innovative publishers,” he told Med Ad News Daily. “Each part of the industry has a slightly different view of what mobility, mobile, and multi-screen means today — and in the future — and we wanted to capture that in the roundtable.”

Among the panelists were Craig DeLarge, global leader, multichannel marketing strategy & innovation at Merck; Erik Hawkinson, global head of strategic marketing at Roche Diagnostics; Lisa Flaiz, group product director, digital marketing at Janssen; Kim Levy, VP, strategic solutions at Epocrates; and Bob Macavoy, SVP at Doximity.

“It’s great to read and hear smart people disagree about the shifts in technology and what that means to the industry,” Bard told Med Ad News Daily. “You may have one thought leader convinced we build digital assets and push those to any device that exists today, or in the future; and another thought leader may have a very compelling argument for a business model or application that may only exist in mobile. That conversation and debate is what makes technology so fascinating. There are several sides to any technology trend. Yes – content wants to be free and must be accessible on all these new devices we are buying. That said we may also have a clear need for specific apps that really unleash their value as a mobile only application or platform. The balance between those two worlds is what keeps all of us predicting the future excited about what’s ahead over the next 10 years.”

DIG presented the panelists with a dozen questions. “Our goal with the roundtable is to spark a debate within companies and brands about what the future of mobility means – to the company and their group,” Bard says. “If your ‘mobile strategy’ for your brand plan is to measure how many physicians have an iPhone you are about 2-3 years behind the market. You need to understand what is happening today, what will be happening in 2014 and then also determine what the market may look like in 2015. If you are using “old” insight to plan your 2014 strategy you will be 2-3 years behind the market by the time your strategies are put in place.”

One of the questions mentions Groupon as one of the sites involved in building platforms to adapt to the continued migration to mobile devices. “Groupon does not directly tie into the pharma industry,” Bard told Med Ad News Daily. “We wanted the group of thought leaders to discuss and debate companies that have migrated their initial business model to mobile and cross screen platforms successfully. When you think about something like Groupon the location (where you are) may be the primary driver in the future to offer you a specific promotion from a vendor. Weather is another category that has been revolutionized by mobile. If I turn on my phone – give me the weather where I am today – that’s relevant and convenient. We believe there will be models emerging in pharma in the way physicians, patients, payers, and all participants use devices to create, share, and communicate in the future. Of course it’s pharma, so we often watch other industries and then look for ways to apply that learning.”

By Mia Burns (mia.burns@ubm.com)

During the past decade, a tidal wave of innovation specific to the market of devices to access digital content, services, and to conduct transactions has taken place, according to Digital Insights Group. The company has issued a white paper, The Future of Mobility, Multi-screen and Cross Screen Engagement covering a roundtable discussion with varied pharmaceutical, device, publisher, and technology executives.

Digital Insights Group Founder Mark Bard moderated the discussion. “We hand-picked a diverse group of thought leaders working in pharma, device, technology, and innovative publishers,” he told Med Ad News Daily. “Each part of the industry has a slightly different view of what mobility, mobile, and multi-screen means today — and in the future — and we wanted to capture that in the roundtable.”

Among the panelists were Craig DeLarge, global leader, multichannel marketing strategy & innovation at Merck; Erik Hawkinson, global head of strategic marketing at Roche Diagnostics; Lisa Flaiz, group product director, digital marketing at Janssen; Kim Levy, VP, strategic solutions at Epocrates; and Bob Macavoy, SVP at Doximity.

“It’s great to read and hear smart people disagree about the shifts in technology and what that means to the industry,” Bard told Med Ad News Daily. “You may have one thought leader convinced we build digital assets and push those to any device that exists today, or in the future; and another thought leader may have a very compelling argument for a business model or application that may only exist in mobile. That conversation and debate is what makes technology so fascinating. There are several sides to any technology trend. Yes – content wants to be free and must be accessible on all these new devices we are buying. That said we may also have a clear need for specific apps that really unleash their value as a mobile only application or platform. The balance between those two worlds is what keeps all of us predicting the future excited about what’s ahead over the next 10 years.”

DIG presented the panelists with a dozen questions. “Our goal with the roundtable is to spark a debate within companies and brands about what the future of mobility means – to the company and their group,” Bard says. “If your ‘mobile strategy’ for your brand plan is to measure how many physicians have an iPhone you are about 2-3 years behind the market. You need to understand what is happening today, what will be happening in 2014 and then also determine what the market may look like in 2015. If you are using “old” insight to plan your 2014 strategy you will be 2-3 years behind the market by the time your strategies are put in place.”

One of the questions mentions Groupon as one of the sites involved in building platforms to adapt to the continued migration to mobile devices. “Groupon does not directly tie into the pharma industry,” Bard told Med Ad News Daily. “We wanted the group of thought leaders to discuss and debate companies that have migrated their initial business model to mobile and cross screen platforms successfully. When you think about something like Groupon the location (where you are) may be the primary driver in the future to offer you a specific promotion from a vendor. Weather is another category that has been revolutionized by mobile. If I turn on my phone – give me the weather where I am today – that’s relevant and convenient. We believe there will be models emerging in pharma in the way physicians, patients, payers, and all participants use devices to create, share, and communicate in the future. Of course it’s pharma, so we often watch other industries and then look for ways to apply that learning.”

Posted: December 2013


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