Webcast: Prescription Rationale: Physician Research via an iPhone App

John Branston - July 2012

Rapport digitalIn this webcast our experts explore the potential of using smartphone Apps as a platform for collecting detailed qualitative insights into physicians' decision rationale at the moment of prescription.

Current statistics around mobile technology reveal that many physicians are now using iPhones, iPads and other mobile devices to assist them in their daily practices. Merck Serono and the Research Partnership's paper used the findings from a study using mobile research technology in order to demonstrate how this methodology gives access to individual physicians' thinking at the exact point when the decision to prescribe a brand is taken. Watch the webcast to understand the many pros and cons of conducting mobile research, discover the value of mobile research and learn how mobile research can supplement existing research techniques.

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