iPods double as patient-education, detailing tools

iPods double as patient-education, detailing tools

iPods aren't just for music for anymore; they can save lives, according to Grant Winter, president of The Manhattan Bureau, a news-based video production company. They can be used to store medical information, act as medication reminders, and be used by physicians to explain diseases and treatment to patients, he said yesterday during Pharmaceutical Executive's Marketing and Sales Summit. Pharma can produce reliable, peer-reviewed information in a video format with accurate, unbiased material for physicians to use to better inform patients within their time-constrained appointments. With physicians trying to see more patients, and patients often coming in armed with the wrong information from the Web, physicians need a way to quickly and clearly educate them on their disease or treatment. Winter said that most pharmas are beta testing video material for sales reps to use on iPods, and the value is in the continual updating of information. "Every time you plug your iPod into your computer, the data is automatically updated," he said.