Publication Profiler Mobile App
Services: App Development, Medical Writing
Increasingly, companies across various business sectors are creating their own mobile apps not for external, but for internal use, to enhance their sales teams’ efforts. And that’s precisely the kind of resource Baxter determined would best equip sales and marketing to achieve their objectives. The new, internal mobile app — the Baxter Publication Profiler — collects relevant scientific publications for quick browsing, whenever and wherever needed, for the company’s sales and marketing teams around the world. Baxter decided to test the app-development process by first focusing on one product: FLOSEAL.
“Although our sales and marketing teams have a great depth of knowledge in their subject areas, it can be difficult to find the time to read the long-form papers that are published, and not everybody has the skills to understand how various papers are written,” says Ms Ballière, Senior Marketing Manager of BioSurgery at Baxter. “It can be hard to tell if the methodology is good, or the strength of evidence high. The sales focus is — and should be — on sales; scientifically-mind people can spot the weakness in an article. To imbue more medical marketing confidence, and deliver the message in a useful way, we needed a solution: one that would connect all the product evidence in an easily digestible and accessible way.”
Our challenge was to find a way to present all the clinical data available relevant for FLOSEAL in a user-friendly and effective way. Initially, we thought about uploading PDFs to Baxter’s Vablet platform, but we quickly realized that this was not the optimal solution. Instead, Medicalwriters.com suggested to develop an HTML5 app for us with a very sophisticated filtering system that includes the benefits and value proposition of the results of each paper. This way, it would be very easy to identify the right paper in a matter of seconds.
A Baxter Publication Profiler app was therefore developed to identify interesting papers about Baxter products that are published in the literature. At the time the app was launched, there were over 200 papers integrated into the app. The app is available for iPad and iPhone devices — but, because it’s been developed using platform-independent HTML5, it can also be used on Android devices.
Medicalwriters.com focused on the four features that should underpin the development of any good sales-focused app:
We have two objectives; one is improving the visibility of all the publications on FLOSEAL and giving our team a tool for providing evidence-based information in the field. But the main objective is to give our team a tool for providing evidence-based information with the spin summary integrated into the app. Although it’s not something customers use, the knowledge is passed on by our team. I was enthusiastic when I saw the Publication Profiler app — it’s really helpful, and I’d like to see such an app for our other products.
Medicalwriters.com is always embracing new technologies and looking for ways to innovate communications for medical device and pharmaceutical companies — turning technology into opportunity. By bringing together mobile app developers trained in the latest code and medical writers with expertise across a range of specialities, Medicalwriters.com was able to help Baxter find a suitable solution.
Working with Medicalwriters.com brought the added value of smart medically minded people to the table. During the writing process, the need for that became clear; they challenged the content to make sure the marketing message would be accurate and evidence-based.
INTERESTED IN DEVELOPING A MEDICAL APP? GET IN TOUCH.