This article captures part of a conversation between
eMarketer's Tobi Elkin and Larry Mickelberg, Partner and Chief Digital Officer at a
healthcare communications company, Havas Health. Mickelberg
provides his perspective on the future of digital platforms with doctors. He discusses how he sees tablets and
smartphones facilitating a better dialogue between doctors and patients. An example he provides is how doctors used to
have to turn their backs to their patients as they input medical information
into a desktop computer. Today, a doctor
can face his/her patients when holding a tablet (instead of using a desktop
computer) and conversing. Mickelberg
also talks about how smartphones will be a major area of growth and use for
physicians in the future. He mentions a “pill
plus platform” approach that marketers will need to adopt. An example of this kind of approach is
developing an app that provides alerts and comprehensive information to a
patient about their diffused therapy for their rheumatoid arthritis. When sitting for hours and getting infused, a
patient can scan the companion app for relevant, engaging information.
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