Pharmaceutical / Healthcare

1. DIGITAL EDUCATION Best Practices for Pharmaceutical / Healthcare Marketing and Training Supra Manohar, EVP Business Development, Emantras, Inc.

2. Healthcare Pharmaceutical Learner Today M (media) – Generation • Not age dependent – defined by use of • technology • Beyond the “Internet”, I-Pod, Wikipedia, You Tube, My Space … • Everyone is connected, everything is a • click away • “Un-tethered”, “on-demand”, collaborative”, “self- generated”, and who knows what next … let me “Google” to see what happened today

3. Healthcare Pharmaceutical Learner Today Technology Driven – Short on Time • We all know the benefits of digital training for • organizations • 87% earned CME credits online (2006) • Most healthcare providers are using • technology to better learn and care • “Almost all healthcare and pharmaceutical • organizations have some form of digital agenda

4. Content Strategy – Not your father’s school Visual content is no longer a luxury – it is the only way • Interactive multimedia allows for 20 times more • “minutes on message” • Animations, learning graphics, audio, video… • no need to be “Hollywood” but please be engaging Story-telling and humor is critical • Premium on “entertain and educate” • Water-cooler talk; Make me laugh - make me remember

5. Content Strategy – Not your father’s school Reading is important • Will they know what you have to say if they • don’t stay • Attract them, show them key points to interest • them, show them where to find the rest of the content Gaming & Simulation • “Fail forward” is a powerful way to learn without • consequence • Make it a part of the overall experience no • need to live or die by it Plan for multi-purposing content • Have a sound use strategy for content, training, • marketing, continuing education • Use within multiple delivery modes, print, web, • mobile…

6. Delivery Strategy - Information and Participation Referenceware • No need to clutter my mind, when I can find it • easily and on demand • Performance support made easy • Sound nano-learning strategy Accessibility • Finding information is as important as creating content

7. Delivery Strategy - Information and Participation Collaborative environments • Let us share and extract knowledge • “Build it and they will come” is DOA, “make it • available and get out of the way” SCORM – Beyond Reusability • Nano-learning, availability of learning slivers • The material I want, when I want, to do what I • want

8. Technology – cut me loose … • 1 Billion mobile phones shipped in 2006 • (estimated) • 21 Million I-Pods sold last quarter (ended Dec • 2006)* • IM (Instant Messaging – for us old folks) • Wikipedia and open knowledge sources • YouTube • MySpace * Source: Apple Quarterly Report

9. Where do we go? - Sales & Internal Training Strategies How do we use technology to make sense? • Create community environments that encourage • “learning swarms” • Provide tools to democratize content, “let the • music play” • Create and participate in the fun stuff – • “cheese comes from happy cows” • Develop formal content and nano-learning pieces • Use mobile devices to enhance ground-level • performance • Embrace search technologies to make content • ubiquitous

10. Where do we go? – Continuing Education (CE/CME) Strategies How do we use technology to make sense? • Community environments are critical – • physicians place a premium on peer communications • Use of media to communicate and get the • message in a concise and clear fashion is critical – these are people with very little time • Make the content enjoyable as they are in a • serious business • Provide capabilities to access comprehensive • information (links for references and publications) • Use mobile devices to enhance ground-level • performance • Comprehensive feedback tools to derive value • for continuing education to determine “ROE” • (Return on Education)

11. THANK YOU