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Rescooped by Giuseppe Fattori from Digital Disruption in Pharma

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Forget Mobile-Enabled Web - You Need an App for That + Video!

From www.emarketer.com - September 20, 2016 2:58 PM

When it comes to the amount of time Americans have their heads buried in their smartphones, increasingly they’re using apps rather than surfing the mobile web. According to its latest estimates of time spent with media, Americans are spending even more time in mobile apps than previously thought—driven by consumption of news and video, as well as use of productivity apps, social media and mobile messaging platforms.

This year, US adults will spend 1 hour and 54 minutes a day using apps on their smartphones, 7 minutes more than last year. In contrast, they’ll only surf the mobile web on their phones for 19 minutes a day, a decline of 2 minutes from last year. In other words, apps will account for 86% of adults’ nonvoice smartphone time this year, with the mobile web accounting for just 14%.

“Mobile apps are easily accessible and can be launched faster than the mobile web,” said eMarketer forecasting director Monica Peart. “Apps also provide an immersive experience with a greater degree of functionality, integrating with the device’s other apps and capabilities such as GPS, the camera and even the contact list. These elements keep users more engaged in each session, something that a mobile website cannot rival.”

In addition to productivity and news apps, video continues to be a key driver of mobile, specifically smartphone, usage. Video time on mobile devices overtook that on desktop last year. This year, video consumption on smartphones will exceed that on tablets. American adults will consume video on their smartphones for an average of 15 minutes a day. That figure will steadily increase through 2018, as video consumption on desktop declines slightly.

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Rescooped by Giuseppe Fattori from Digital Disruption in Pharma

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#Pharma Mobile Health Apps: If You Build Them, Will Physicians "Prescribe" Them?

From hitconsultant.net - April 7, 2015 11:27 AM

It’s hard to find a pharma or medical device company these days that doesn’t have at least one mobile app in development. And now that, as of February 2015, the U.S. Food and Drug Administration (FDA) has issued guidance on which apps need to be regulated and which ones don’t, it will be interesting to see if this almost exponential development trend continues.

Federal guidance alone doesn’t guarantee an app’s success, and there is still plenty of playing field for developers in the health and wellness space for apps that do not require 510(k) submission. Therefore, developers and marketers alike must keep in mind these three key drivers of mobile health app adoption.

Awareness

In a 2014 poll by QuantiaMD, only 37% of physicians surveyed said that they had recommended a mobile app to their patients. In another QuantiaMD poll, 42% of physicians said they would notrecommend a mobile health app to patients because there was no regulatory oversight (though the new FDA guidance should help with this). In addition, another 37% percent had no idea what mobile health apps are out there.

In spite of physicians being split on the utility of apps, consumers are downloading them at a rapid pace. In fact, it is estimated that within the next three years half of all smartphone and tablet users will have at least one mobile health or wellness app, like Lose It!, RunKeeper, or Glucose Buddy. But, downloading doesn’t necessarily mean they are using them! There is enormous opportunity for healthcare marketers to more effectively demonstrate the myriad of app benefits to patients and physicians alike.

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Pharma Guy's curator insight, April 7, 2015 7:19 AM

Experts say that the bulk of the apps recommended by physicians are related to diet and fitness, and that few physicians are “prescribing” apps with the expectation of receiving follow-up data. See here: http://sco.lt/5igoc5

Rescooped by Giuseppe Fattori from Digital Disruption in Pharma

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To Develop Useful Mobile Health Apps, Pharma Must Employ a Full-Time Team Approach

From pharmaphorum.com - June 13, 2016 1:00 AM

The dramatic speed of adoption of smartphones is making the fastest-growing marketing channel mobile; smart companies understand they need to be as mobile as their target audiences.

With mobiles apps, utility is king. Bearing in mind that only about 16% of people would try an app more than once, and up to 90% of downloaded apps are used only once then deleted, according to a study by Compuware, identifying users’ real requirements is key to the success of any mobile app.

Pharma can act strategically by creating apps that are centered on patients’ daily needs and integrating them into the broader health ecosystem.

To balance engagement and compliance, many pharma companies have launched non-promotional heath apps focusing on disease awareness and management.

This increasing adoption of mobile health apps presents a great opportunity for the pharma industry to truly empower patients and healthcare professionals, by providing apps that improve the ways they understand and manage disease.

For this shift to happen, new capabilities must be developed to unleash the potential of digital innovation in the healthcare industry.

Mohanad Fors, global director of Digital Marketing and Innovation, Novartis Ophthalmology Franchise, believes pharma is taking “powerful and serious strides” in digital innovation, especially mobile health apps. He sees two main areas where the industry can improve to achieve more success:

“In most cases, app development or production is done on a tactical level without an overarching strategic plan, which sometimes results in short-lived apps that do not achieve the desired success. Launching digital awareness and training programmes can help us build digital capabilities and embed the digital mind-set in the business.

“The second one, which I believe is more critical, is the need for dedicated teams working on the whole cycle of health apps creation, from idea to maintenance and follow up. If you look at any successful app on the market you will find a complete team working day and night on it to ensure user satisfaction and interest. This is slowly happening now as digital becomes a top priority on industry executives’ agendas.”

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Pharma Guy's curator insight, June 6, 2016 7:20 AM

Just one example of a pharma mobile app failure: “Another Useless #Pharma mHealth App. At Least J&J Didn't Waste Effort Re-Inventing It!”; http://sco.lt/8ZS5I1

Also read “The Sorry State of Pharma Mobile Health Apps & What To Do About It”; http://sco.lt/4n05wH