Posted by:Richard Smith April 16th, 2014

Apps have been making news in the field of medical devices for a few years now. What started off as simple apps to convert the abundance of literature into a compact, digital visual experience has morphed into so much more. Videos, Demos, Simulations, Prospect Education, Sales Analytics, Comparison Charts … the scenarios and potential uses are both overwhelming.

The entry of sophisticated mobile devices in the market has fueled the growth of more groundbreaking custom mobile apps and has changed the face of medical device sales forever. More content, more engagement, more sales. All good, right?

But, in the midst of all the hype, there are three critical factors that a good medical device sales app should adhere to, at all times. Read on and see if your app makes the cut.

Test 1:  Does it dazzle, but with a purpose?

When the app is meant to wow the prospect, it is easy for both sales and business teams to go all out and load on the graphics and effects. But without a goal or a purpose to the content, it is sure to fall flat after the first “aha” moment. Device features like voice recognition, retina display and the camera are there to enhance and add life to the message; not drown it.

Tip to get it right:

Make sure the content resonates with the prospect and accurately demonstrates outcomes. Capitalize on technology to simplify complex procedure explanations, device feature explanations, and present factual outcomes with impact. Use them to add a compelling spin, but make sure your message comes through clearly. Because at the end of it all, that is what your prospect is really interested in.

Test 2: Does it keep both the prospect and the prospect’s audience in mind?

Let us take the example of a medical device that will be used by a surgeon during a surgery.This is where a simulation app can add a lot of value for the prospect, in this case, a surgeon. The app can be used to explain complicated procedures through 3D animation, augmented reality and surgical simulations. This way, the app can mirror how the device would actually work and provide a visual map to the surgeon. That’s great, but is that all? How about going the extra mile for your prospect?

Tip to get it right:

Take into consideration the surgeon’s audience, the patient. Include a patient education tool in your app. Make it easier for the surgeon to visually explain the procedure to the patient. Not only is your app educating the surgeon, it is also helping him build trust with his/her patient by visually demonstrating the process and steps involved in the procedure they will undergo. Now, that’s something that will truly wow the prospect.

Watch Scott Nelson’s (Founder -Medsider.com) thoughts on this.

Test 3: Does it leave room for the human touch?

Medical device sales professionals equipped with slick gadgets interacting with equally tech savvy physicians and clinicians, e-detailing, demos and visual mockups and 3D modeling.. seems the future is truly here. But, does your overall app vision include the fact, that , it is still two humans interacting, albeit with devices?

Tip to get it right:

I can illustrate this point better with an example. Nurep. They have hit the nail on the head. They have developed a HIPAA-compliant, secure live-video platform for on-demand virtual medical support over a mobile device. Now, let’s place this in context of a medical device that a surgeon will be using during a surgery. If the medical device company has this platform in place, the surgeon can use the iPad camera and a wireless connection to enable video conferencing and get remote customer support through qualified medical device reps. All this, while the surgeon is inside the operating room.

A brilliant example of capitalizing technology with a human touch!!

So, does your app pass these three tests? I would love hear your thoughts

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