Well over half of all physicians own an iPhone, Blackberry, or other brand of PDA or smartphone, according to Manhattan Research,
and the majority believe it is a tool they can't live without. Apple's App Store offers more than 150 medical tools for physicians.
The most popular downloads provide comprehensive drug information, medical calculators, terminology, or protocols/interpretations
(eye exam, ECG interpretation). Marketing dollars could easily be spent creating an app that physicians would find useful
and relevant. It is a good way to engage in dialogue with customers since many physicians willingly post feedback.
In the end it's not so much a matter of how you engage, as long as you engage. But if you wait too long, you may well be left
without a partner.
Bunny Ellerin is Managing Director at InterbrandHealth. She can be reached at firstname.lastname@example.org