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Following dramatic reforms in the Portuguese healthcare sector, the pharmaceutical industry realized it had a communication problem. The pressure was already high in terms of cost containment and the government push for generics, but the introduction of stricter prescription guidelines and especially non-medically trained managers created a new problem – clients were no longer interested in discussing scientific studies, but in finding ways to improve their key performance indicators (KPIs).

The pharmaceutical reps could no longer just go into meetings to dump the traditional studies and deliver brochures. It was necessary for them to know at least as much as the manager regarding their population profile, their main health issues – present and future – and to participate in how they were going to help solve them. This required not only well-trained individuals, but individuals equipped with a set of tools that could facilitate meetings by making them interesting, interactive, and most of all, personalized to the client and fact-based.

Communicating Value on the Go

The increasing adoption of tablets introduced a perfect medium to support interactive business discussions anywhere these meetings were taking place, where data driven simulators could be seamlessly integrated with attractive slides, animations, and other types of content.

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This iPad app allows the reps to browse through easy to grasp and attractive infographics, where visualizations are used to compare different scenarios for the same illness. Very detailed information is available – allowing users to drill down through the different health regions. There are also links to supporting articles and videos.  The combined information on epidemiology, risk factors, treatment, costs, and so on for the disease help make better decisions,  which can lead to improved outcomes for their KPIs.

In terms of the application itself the concept, development, content and design is by JRS Pharmarketing, which used Inovista mobile components and Dashboard reader on top of SAP BusinessObjects Dashboards. Inovista, a partner for SAP BusinessObjects Dashboards, provides more than 80 add-ons, many specifically for mobile devices that allow the designer to create dashboards with a true mobile look and feel for iOS and Android.

The application consists of a range of dashboards that share information between them. All the dashboards are embedded in the application and can be refreshed on download as the designers create new updates. The dashboards also provide the ability to interface with native iPad functionality, for example, e-mail and movie player.

Watch a short video of the application and play with the application yourself by downloading the app for free from the App Store on iTunes by searching for “Quazar” (Note: this is a proof of concept with dummy data.)

For more information on JRS Pharmarketing, contact francisco.andrade@jrs.pt.

For more information on Inovista, visit the website.

You can follow me on twitter at @AnitaGibbings – I’d love to hear your Dashboards stories

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