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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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