Mirena

Bayer HealthCare

Bayer HealthCare wanted a global master eDetailer for the hormonal IUD Mirena, used as contraception for women. The product is marketed globally but to different age groups across different geographic regions. The eDetailer also needed to address physicians with widely varying levels of familiarity with the product. The iPad-based eDetailer consisted of 6 main tracks, comprising over 250 interactive slides in total. Regions could then compile their own presentations and track physician attitudes toward the product. The eDetailer is now used worldwide as Bayer's preferred marketing tool specifically targeting healthcare professionals.