Janaki summaries her rich experience from the conference presentations and case studies from Pharmaceutical and Medical Devices companies.

With several Pharmaceutical and Medical Devices companies moving to mobile devices such as iPads and Tablets, eMarketing is a cost effective and a meaningful way to engage with Physicians and consumers. There are regulatory and legal challenges, which warrant a closer interaction and cross functional collaboration.

The overall trend is that in 2012, over 55% of digital marketers expect more resources to be available to them. While iPad is a clear winner for e-detailing, branded websites are not often visited by physicians. Due to trust issues, 85% of the physicians in the UK do not visit branded websites.

Physician Portals/networks supported by the industry on the other hand are popular. Physician Portals therefore offer the best ROI of any digital channel.

Patient Portals serve as an effective digital channel, with industry partnering more and more with patient networks for data collection, clinical trial recruitment opportunities, gaining knowledge of patient sentiment and early adverse events.

Electronic Continuing Medical Education (eCME) is growing in importance with tightening budgets. A key opportunity for the industry is to provide unbranded eCME to help Physicians keep up-to- date and maintain educations requirements. Co-ordination between CME and eCME is often poor resulting in wasted time and money for companies.

The beauty of the Iris Pharma Product Suite is that it can be precisely configured to help both Pharmaceutical companies and Medical Device companies achieve their particular objectives.

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