A conversation with Edward M. Zabrek, M.D., F.A.C.O.G., Medical Editor, SmartPhone Magazine and iPhone Life Magazine and Renee McLeod, PhD, APRN, BC, CPNP-PC, Clinical Professor, Arizona State University College of Nursing & Healthcare Innovation, Office of Transformational Technologies & Organizations, discuss mobile information technology habits of healthcare professionals and how pharmaceutical marketers can leverage the PDA/Smartphone channel to educate and market to HCPs about their brands.
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Working in the medical field can be a very on-the-go profession, so it's no wonder that more and more physicians and other healthcare professionals are viewing mobile devices as integral tools for their practices. According a study released by Manhattan Research, over half of U.S. physicians report to own a PDA or smartphone in 2008, and that number is expected to see continued growth, as more medical schools require PDAs in the classroom.
"With increasing physician PDA and smartphone adoption rates and its apparent benefits for medical practices, the market is prime for healthcare technology companies that can offer value-added mobile applications for physicians," according to Meredith Abreu Ressi, VP of research for Manhattan Research. "Over half of physicians who have a handheld device say their PDA is now 'essential' to their professional practice. As mobile devices become increasingly advanced, and as more content and decision support tools become available to physicians, we will expect to see this market continue to surge."
Handheld, converged devices -- especially the rapid adoption of the iPhone -- are taking over healthcare practices and are influencing the decision-making practice at the point of care. According to Skyscape research, 80% of physicians say they are more likely to base a clinical descision on information they access via a Smartphone than read in a journal ad.
Our guests will share some of information on the missed opportunities to market to advance practice nurses, PA’s, and other health care providers, how smartphones are being used in medical school curriculums, and how students and new practitioners access information using mobile technologies.
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Edward M. Zabrek, M.D., F.A.C.O.G., is a full-time obstetrician managing very high risk OB patients, employed by East Bay Perinatal Associates, and working at Alta Bates Summit Medical Center (a Sutter Healthcare facility) in Berkeley, California. In this role, he has found that the use of mobile medical titles on the iPhone has enhanced patient safety. He has an ambitious dream to "evolutionize" the practice of patient care with mobile devices at the point of care. Formerly an independent consultant to Samsung Electronics' Wireless division, and currently consulting for numerous global technology and healthcare companies, and serving as medical editor of iPhone Life and SmartPhone magazines, he is always seeking ways to advance this dream.
Renee McLeod is the Director of the newly created Office of Transformational Technologies & Organizations and Clinical Professor at the College of Nursing & Healthcare Innovation, Arizona State University. During the last 3 years, she has been the Director of Graduate Education and Advanced Practice Programs where she spearheaded the development of programs for the Master of Healthcare Innovation and Doctor of Nursing Practice degrees. Renee is a nationally recognized expert in handheld point-of-action technology that advances interdisciplinary education of healthcare professionals and supports evidence-based practice. Renee McLeod is a pediatric nurse practitioner who has practiced in six US states and overseas, and maintains an active practice in San Diego -- where her patients tell her what is really important in the field of healthcare! Her research and consulting focuses on transforming healthcare clinicians, educators, and researchers into digital citizens, or as she puts it, "Education 2.0 for Nursing 2.0 using Web 2.0."
Some Questions/Topics Discussed
Please define some terms like "Smartphone" and "Converged Device."
The role and influence of the PDA/Smartphone on diagnosing, treatment and prescribing behaviors
The relative low influence of traditional communications on PDA/Smartphone-savvy clinicians' decision making
New opportunities to reach this valuable audience segment, and potential ROI