Elsevier unveils MD Consult mobile by ProQuest

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									PROFESSIONAL MEDIA

   Update
   Ian Smith, chief
   executive of Reed
                                   Elsevier unveils MD Consult mobile
   Elsevier, announced his         To reach docs that may not               optimization of this content for    Merck recently put its Merck
   resignation after just          have a laptop at the ready when          the small screen makes access-      Manual—weighing in at over
   eight months on the job.        medical information is needed,           ing that information easier than    2,500 pages—into a smartphone
   The company tapped              elsevier optimized its MD con-           ever, and closer to the point-of-   application.
   Erik Engstrom, CEO, as          sult service for BlackBerrys,            care,” said Takats, adding that        Though MD consult Mobile
   his successor. Anthony          iPhones and smartphones.                 a user’s subscription “could        will not contain the cMe offer-
   Habgood, chairman at               MD consult Mobile allows              potentially include up to almost    ing found on the desktop ver-
   Reed Elsevier, said Smith       docs to search medical reference         500 [medical text] books…this       sion of MD consult, everything
   “had the difficult task of      books, journals and elsevier’s           content has never before been       else will be available on the app.
   leading Reed Elsevier           The Clinics of North America             portable.”                                         according to
   during unprecedent-             online resource, as well as patient        No one would                                     elsevier’s data,
   edly turbulent economic         education handouts, drug infor-          want to read                                       nearly 1.5 million
   times.” The publisher           mation and other materials.              through an entire                                  physicians query
   cited declines in “pharma          elsevier partnered with tech          textbook, or                                       the MD consult
   promotion markets,              firm cIBer to develop the                whole sections                                     database each
   reflecting fewer drug           application—available free of            for that matter,                                   month, while the
   launches and a reduction        charge to traditional MD con-            on an iPhone, but                                  service is used by
   in the marketing budgets        sult subscribers—and hopes               having that refer-                                 “more than 1,900
   of pharmaceutical               the elsevier brand and content           ence available to                                  healthcare organi-
   companies” in an interim        will help to differentiate the tool      be combed via                                      zations, including
   management statement.           from similar offerings.                  digital search lets                                95% of US medi-
                                      “MD consult Mobile…does               physicians access                                  cal schools.”
   Wiley-Blackwell sold            rely on the unique value of the          highly specific                                        —Ben Comer
   off two quarterly               authoritative content included           information more
            titles—Cochlear        in [the original] MD consult,”           quickly than flip-                                 MD Consult allows
            Implants               said Michael Takats, VP, general         ping through the                                   docs to search
            International          manager, MD consult. “The                pages of a book.                                   reference books
            and Deafness
            & Education In-
          
								
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