iPad eDetailing app for pharma sales rolls out in MENA

Dubai-based marketing applications developer Blue House has supplied its uTouchCare app, a sales system for iPads, to pharmaceutical multinational Nycomed, a Takeda company. Blue House developed the uTouchCare app to help pharmaceutical representatives improve their sales performance, provide more accurate information, and track their efforts.

Nycomed will be rolling out the system to its sales force across the MENA region after their pilot project.

It uses the company’s eDetailing function to help sales reps engage with doctors using interactive and dynamic graphs, as well as video and audio. Intuitively designed to focus on an individual doctor’s needs, the details can be forwarded to a doctor in advance or used to augment the traditional face-to-face meeting.

uTouchCare maximizes the time of the sales force, cuts down the cost of one-to-one sales meetings and increases levels of doctor prescribing. In a few taps & clicks, sales reps can create, arrange and customise their presentations around a doctor’s particular needs.

The app’s reporting tools further re-enforce future sales messages, and show how long reps spend on particular subjects.

It is instantly updated with comprehensive video presentations and can be seamlessly integrated with the backend CRM systems to help follow up leads and keep track of customers’ buying patterns. The interface is fully customisable and helps the sales force with message recall and increasing prescribing patterns.

Tarek Louay, Partner at BlueHouse said: “Traditional static sales tools are no longer enought to differentiate products in an increasingly crowded pharmaceutical marketplace. Pharma companies have to engage more closely with their physicians and truly understand their needs.

“The uTouchCare is a way of doing just that. It’s a powerful tool that we put in the hands of the reps to be able to deliver their best results. Nycomed’s adoption of the uTouchCare as part of their pharmaceutical sales process is a
reflection of how the entire MENA pharma industry realizes the need to become much more technologically advanced.”