January 23, 2012 Apple Interactive iBooks for Pharma E-Detailing Page2 of 5
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.