Most Docs Not impressed by Reps Wielding iPads

While the iPad may be the hottest “must have” gadget for pharma sales reps, most doctors aren’t quite so thrilled when they are whipped out during presentations.

According to Manhattan Research while 38% of the 1,755 physicians surveyed have seen a pharma rep use an iPad or other tablet during a face-to-face meeting in the last 12 months, only 36% of physicians find the experience to be more beneficial than speaking with reps who use print materials or devices, such as laptops.

General surgeons, infectious disease or HIV physicians, anesthesiologists and OB/GYNs are the specialty groups that are most likely to agree sales reps should use iPads or other tablets for product discussions during office visits.

In contrast, rheumatologists and dermatologists are less inclined to feel that tablets are needed.

iPads are all the rage for pharma at the moment, which makes sense given the potential of these devices to support intelligent, nimble sales conversations,” says Monique Levy, VP of Manhattan Research. “Unfortunately, some of the detailing programs that are being rushed out the door are sub-par – really no better than something you’d see on tablet PCs six years ago. Doctors won’t waste their time with these.”

Despite this survey, Word on Health doesn’t expect to see reps giving up their high priced status symbol “toys” just yet. In fact, we’re pretty sure that the iPad is here to stay along with those other rep essentials – iPhone, expense account and shiny new car.

The challenge then is to create engaging medical apps and programs for the iPad.  SRxA can help companies do just that.  Contact us for more information and see how we can put the iPizzaz into the iPad!

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