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Pharma Top 50

Pharma Top 50

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Published by SteveEpstein

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Published by: SteveEpstein on Feb 06, 2013
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1Copyright ©2010-2011 Vital mHealth.
 A recent survey o the top 50 best-sellingpharmaceutical products by Vital mHealth, aPhiladelphia based mobile consulting agency,shows that the industry is lagging behindits key customers in embracing the mobilechannel. The survey reviewed the top 50 best-sellingproducts rom 2010
(the most recent dataavailable) and matched that list against mobileapplications ound in the iTunes and Androidstores. Mobile applications that related to eitherthe product or the specifc indication wereincluded as well as all other mobile applicationscreated by the product manuacturer. Inaddition, a mobile site search was done oreach brand.Only two o the top brands (Plavix and Lantus)have a mobile-optimized website - despiteevidence that healthcare proessionals andconsumers are requently using their mobiledevices to access disease managementinormation.
Add that to Gartner’s predictionthat by 2013, more people will conductsearches via their mobile device than bydesktop and the industry is poised to playcatch up, once again.
The Mobile State of Pharma’s Top 50
Pharma Lags Behind KeyCustomers in Mobile Channel
2Copyright ©2010-2011 Vital mHealth.
Medical Reference Guides Rule the App Store
O the 26 manuacturers represented in the survey, alittle more than hal (52%) had a mobile application inthe marketplace. None o them were product relatedand only a ew were or related indications (largelyDiabetes).It should come as no surprise that the largestnumbers o mobile apps (24%) are medical reerenceguides. Google estimates that 81% o physiciansnow use a smartphone in their practice and morethan 40% o them use it to go on line during patientvisits.Pharmaceutical manuacturers appear to be payingattention to that trend. Slightly more than 25% o theapps surveyed were either dosing calculators (13.7%)or clinical support apps (12%), including breastcancer treatment protocols and stroke assessmentguidelines.
Manufacturers Focusing More on HCPs
In general, pharmaceutical manuacturers appearto be shiting away rom creating mobile apps orconsumers (Find a Dog Park!) towards applicationsgeared to HCPs such as diagnostic and decision-support tools and medical reerence guides. This shitis most noticeable in the mobile apps ound in ourWiki ( http://www.vitalmhealth.com/wiki ), which arepredominantly consumer-oriented (74% consumervs 53% HCP). The gure fipped almost completelyin the top 50 brand survey (53% consumer vs 44%HCP).That balance could change this year depending onFDA recommendations, which are in the processo being developed. Right now, it looks likely thatthe FDA will regulate applications that diagnoseconditions or oer treatment advice, which may puta damper on the number o dosing calculators andclinical support apps currently beingoered.
Pharma Toys with Gaming
While it’s too early to say or surewhether pharmaceutical marketerswill embrace mobile gaming as a wayo delivering patient education, a ewinteresting examples turned up in thesurvey.One o the more compelling exampleso a mobile healthcare game is ElliLilly’s Health Seeker app. It mines theground between gaming and socialmedia by leveraging users’ socialnetworks to help make them healthyliestyle choices. Other gaming examples rom thesurvey include GSK’s Suck ‘O Meter to help smokersquit and Novartis’ Sickle Cell Iron Invaders.
Challenges With Mobile Adoption
One o the most signicant challenges with mobileadoption is ROI. There are the usual tools – Flurry Analytics, app download counts and at least onein-app research tool ( http://www.vitalmhealth.com/ mobile-market-research-tool ) – but with so manybig blockbuster drugs coming o patent, marketersare putting their money towards tactics that havea known payo. And o course, no one wants torisk running aoul o the FDA so until the agencyclaries its guidelines on mobile, pharmaceuticalmanuacturers are biding their time.Even with these challenges, Pharma marketersacknowledge the importance o the mobile channel.It’s no longer a matter o i, it’s a matter o when.
Currently have aMobile App in the Marketplace
Currently have aNo Mobile App at All
Most Apps Developed and Represented
9Details from the Top 50 PharmaceuticalBrand Mobile Survey 
(25 pharmaceutical manufacturers represented)

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