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27 iPad Uses in Medical Marketing, Point of Care and Pharma/Device Sales

By Stewart Gandolf, Chief Executive Officer

medical ipadEditor’s Note: This is an informal round up of iPad healthcare deployment applications that we’ve seen since the product was introduced less than a year ago. Many of the uses listed can be adapted to various professions, specialties and healthcare delivery situations.

Most importantly, please help us expand this list. Comment below or send us a note about unique or innovative ways you are using an iPad or other tablet device in medical marketing, physician group, hospital, pharmaceutical or other healthcare organization.

It was only last January that Apple revealed the now-familiar iPad, and subsequent sales (since April 2010) make the device a runaway success and one of the top consumer electronics products of the year.

Right out of the box (no pun intended), healthcare providers and marketing professionals embraced the iPad and put it to work in provider offices, hospitals and clinics. In fact, healthcare is one of the top early-adopter industries in iPad uses.

And following our previous Game-Changer post, readers and other sources have provided us with notes about how the iPad benefits patients, providers and facilities.

Here’s our collection of insights, ideas and comments. Some concepts overlap, but most apply to a range of specialties, provider situations and healthcare entities. Please let us know what you can add to this list…


Service Mobility/Portability – Ease of transport in and around the facility, such as a large hospital, means that marketing and public relations services can more easily come to, and function from, various departments, offices or locations.

Off Site Presentations – Suitable for community relations events, news conferences, health fairs, or other public contacts, especially in one-to-one conversations.

Physician Relations/Physician Liaison – Ditto to above; for individual doctor contacts as well as meeting record, data entry and business development support. Enables immediate action or follow-up.

Before/After Pictures, Articles, Testimonials – Patient presentations or self-guided discovery in reception areas and at chair-side, particularly for cosmetic and elective procedures.

Info Updates – Health systems, hospitals and providers provide free apps for patients regarding professional services, hours, locations, wait times, maps, community events and urgent notifications.


Display unit during surgery (Kobe University)

X-ray, EKG, patient monitoring (Kaweah Delta Health Care District)

Lab Order – visualization and results at point of care

Data entry during clinical rounds (Cedars-Sinai), and remote access to records and history

Clinical decision support – and physician access to current reference material

Provider Education – illustration of advances in treatment, medication and/or the latest diagnostic, surgical and/or professional care techniques

Pediatric Patient entertainment and distraction

Tele-care – remote monitoring, medication compliance

Patient Education, Comfort and Engagement – informed consent presentations including videos. Awareness information to reduce anxiety and increase patient participation in care.

Pre- and post-operative instructions

Provider-Patient Encounters – ease of note taking and immediate data entry consultations with less intrusive form factor.

House Calls – easily transported information with remote access to history (Australia)


Patient check-in – with ease of use touch-screen operation

On-site patient use - for immediate referral and/or testimonial

Office admin – real-time access to billing, coding, claims and other data


A few of the companies that have issued iPads to field reps and sales people include Abbott Laboratories, Medtronic Inc. and Boston Scientific Corp. Arguably more portable and convenient than a laptop, some companies have purchased thousands of units, recognizing that face-time with physicians is always a precious commodity. The sales force can quickly fire-up, display product information and more effectively engage physicians in their office, at trade shows and at professional conferences.

We’d like to hear from you. If you’re using the iPad in healthcare, medical, hospital or pharma marketing, sales and/or PR, we’d like to share your experience with our readers. We’ll publish our findings and send you a free copy with our thanks for contributing.

So…tell us: Do you have an iPad deployment strategy? What’s your experience, good or bad, with tablet devices? What issues and solutions have emerged? Do you have a unique iPad use to share in physician relations, patient education and event marketing?

How about uses in pharmacy, emergency, dietary, home health, hospice; and uses by hospital and private physicians, nursing supervisors, and staff? Have you reduced costs, increased service, improved effectiveness, improved outcomes and/or bolstered the bottom line?

Please post your comments here. Also, there’s more about ethical healthcare marketing, pharmaceutical SEO, and effective social media, here at Healthcare Success.

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