iPad Apps: Cutting-Edge Sales Tools for Superior Products

Before joining the account team at HCB Health, I spent a number of years as a medical sales field rep. One job specifically required me to sell $275k+ pieces of capital equipment to surgeons. At the time, my only sales tools were paper-based brochures and my winning attitude. While I found success by forming positive surgeon relationships, I often wondered if superior sales tools would make me a more successful salesperson?

Today, developing those superior sales tools is a hefty part of my job at HCB Health. I make it a goal to lead the pack in terms of how our clients market to surgeons. For many of our clients, those superior tools are iPad-based.

iPad apps can be a unique, creative and efficient way to sell your product. The best of these are tailored to a client’s products, goals and sales rep needs. Below are a few different approaches we’ve taken to best accommodate various medical equipment products and sales:

Test-drive simulation

Have you ever tried to lug a 500-pound laser around in your car? One of our clients approached us to help sell an advanced surgical laser. But of course, it wasn’t mobile.

Our solution was a “test-drive” application. It simulated the laser procedure, so surgeons could experience the set-up, customization and execution of surgery for themselves. The app featured actual surgical footage, providing an unsurpassed level of realism.

Pearls of wisdom

Ever been in a situation where you’re second to market but your product is leagues above the competition? One of our clients launched a new laser surgical system that turned the competition on its head. Our strategy was to use pearls of wisdom from a well-known surgeon to make the sell for us.

The iPad app we developed featured procedure videos, surgeon-narrated insider tip videos and interactivities that demonstrated the superior features of the laser. It also featured a smooth interface that captured the next-generation feel of the system. Through all of this, the unvarnished testimony from our surgeon — on the system’s ease of use and clear surgical advantages — shone through.

Video library

Have you ever been in a “kitchen sink” scenario where you have too much to show and not enough room or time to show it? Our team created an app for a client that featured a robust library of intricate surgical cases featuring the client’s equipment. The goal? To educate surgeons on the product and its benefits.

The app incorporated design elements from the product website to cohesively tie together both pieces; it also gave reps the ability to keep their “latest and greatest” cases organized and in one place.

Custom presentation builder

Ever wished that you could have the ability to customize a sales presentation on the fly? We took an incredibly comprehensive product portfolio and gave one client’s reps the capability to tailor their sale for each call in order to simplify their robust product offerings. This app gave each rep the power to tell their own story to surgeons, while still working within legally approved messaging.

Final thoughts

In my experience, not all apps are created equal. And if done correctly, they shouldn’t be. Each app should be a unique experience tailored to best suit the product and the goal of the sale.

For more information on the strategy behind these apps, check out this Twitter conversation featuring our Interactive Director, Joe Doyle. If you have thoughts on the subject, or similar experiences to share, please post your thoughts in the comments section.