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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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05/14/2014

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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
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(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.
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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.
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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.
52%
 
Currently have aMobile App in the Marketplace
48%
 
Currently have aNo Mobile App at All
Most Apps Developed and Represented
Merck  
22
Novartis 
15
Pfizer 
9Details from the Top 50 PharmaceuticalBrand Mobile Survey 
(25 pharmaceutical manufacturers represented)

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