Veeva Systems has introduced the pharmaceutical industry’s first complete customer relationship management and closed loop marketing application for the Apple iPad.

iRep includes a sophisticated content viewer, enabling users to present e-detail materials and providing them with access to additional drug resources that potential customers may also require, while also allowing the rep to deliver interactive presentations, and show visual data and video content.

Veeva Systems chief strategy officer Matt Wallach believes that the application will allow reps to present more products with physicians, adding, “iRep allows them to be more efficient, more effective and more connected”.

According to Veeva, pharmaceutical companies have already begun to use the iPad in order to exploit its ideal size, battery life and instant-on feature, and have already been adopted by at least five leading pharmaceutical organisations within the US and Europe, who will hand out iPads with the Veeva iRep application to assist sales and marketing operations.