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As Apple Unveils New iPad Textbooks Authoring Tools, a Powerful Entry-Level E-Detailing Tool Emerges for Pharma

As Apple Unveils New iPad Textbooks Authoring Tools, a Powerful Entry-Level E-Detailing Tool Emerges for Pharma

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Published by Digitas Health
Apple unveiled its new interactive iPad textbook format at an education-focused event in New York on Thursday, Jan. 19th. This recent Apple iPad Textbook publishing event included announcements for two new products, both available for free to Apple customers: the media-rich interactive iBook Textbook format and the iBooks Authoring Tool for creating interactive iBooks.

Touted as "the next chapter in learning," this new digital publishing innovation and its easy-to-use authoring tool mean much more for pharma companies and sales forces that want to use the iPad to transform their rep-to-physician communications.
Apple unveiled its new interactive iPad textbook format at an education-focused event in New York on Thursday, Jan. 19th. This recent Apple iPad Textbook publishing event included announcements for two new products, both available for free to Apple customers: the media-rich interactive iBook Textbook format and the iBooks Authoring Tool for creating interactive iBooks.

Touted as "the next chapter in learning," this new digital publishing innovation and its easy-to-use authoring tool mean much more for pharma companies and sales forces that want to use the iPad to transform their rep-to-physician communications.

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Published by: Digitas Health on Jan 24, 2012
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01/25/2012

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100 East Penn Square|Philadelphia, PA 19107© 2012 Digitas Health phone (215) 545-4444 |fax (215) 545-4440 |digitashealth.com 
As Apple Unveils New iPad Textbooks Authoring Tools, a PowerfulEntry-Level E-Detailing Tool Emerges for Pharma
January 23, 2012
Analyst: Geoff McCleary, VP/Group Director, Mobile Innovation
 
EXECUTIVE SUMMARY
Apple unveiled its new interactive iPad textbook format at an education-focused event in New York onThursday, Jan. 19th. This recent Apple iPad Textbook publishing event included announcements for two newproducts, both available for free to Apple customers: the media-rich interactive iBook Textbook format andthe iBooks Authoring Tool for creating interactive iBooks.Touted as “the next chapter in learning,” this new digital publishing innovation and its easy-to-use authoringtool mean much more for pharma companies and sales forces that want to use the iPad to transform theirrep-to-physician communications.
 
 
January 23, 2012 Apple Interactive iBooks for Pharma E-Detailing Page2 of 5 
Background
Part of Apple’s education initiative, this new format has potential value far beyond that of the classroom. Nolonger static and devoid of graphics, with Apple’s new interactive iBook format, ebooks can now look morelike their media-rich cousins, the magazine and interactive website. Content authors can create aninteractive iBook with a nearly unlimited number of rich media elements, ranging from slideshows to fullvideos and even quizzes. Any marketer whose audience uses an iPad now has the ability to place this type of content easily in their hands. Including pharmaceutical marketers and their iPad-equipped salesrepresentatives.Although Apple’s latest innovation has the potential to benefit all types of pharmaceutical iPad sellinginitiatives by providing low cost-of-entry interactive sales pieces, it offers the most immediate benefit tosmall and mid-tier companies and brands that desire high quality rich-media presentations and are lessconcerned with activity and usage tracking than larger companies or brands.A well-designed interactive iBook can easily take the place of the static PDF or PPT (which can be embeddedwithin an iBook) and provide pharma marketers with a very cost-effective, engaging alternative to deployingstatic content.To truly understand the impact, it is important to have a better understanding of the new interactive iBookformat itself. The most noticeable element of iBooks is the smooth interaction with the page, which can beused by pharma reps to effortlessly navigating the multi-touch interface with a finger swipe or by using thethumbnail navigation at the bottom of both the portrait and landscape layouts.Content is displayed in a number of easy-to-read, interactive formats - including rotatable 3D objects,interactive images, videos, interactive galleries, note taking for learning, and quizzes and surveys. Physicianscan engage with a rep and interact with the iBook’s content as it moves on the rep’s screen in front of them.
 
 
January 23, 2012 Apple Interactive iBooks for Pharma E-Detailing Page3 of 5 
While the textbook format is an important development for those who deliver education and learning contenton the iPad, an even more important tool was released as well – the iBook Authoring app for Mac. This freeapp provides authoring and publishing support for use in creating and distributing interactive multimediacontent to the iPad. Available as a Mac App download, the capabilities of the authoring tool can easilyextend beyond textbooks and classroom learning to in-person presentation and pharmaceutical e-detailing.This free authoring tool is a robust WYSIWYG document editor that includes interactive widgets for thecreation or embedding of a number of content types including:
 
HTML5
 
Video
 
Interactive graphics
 
Surveys/quizzesAuthored content can then be exported as an "iBooks" file and distributed via web, iPad app or email to thesales force for viewing on iPads in iBooks.Still, there is no word on the ability to include tracking tags in the page content or the ability of content todirectly interact with the web for reporting or real time tracking.

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