Smart phones proliferate among docs

Share this article:
About 80% of all US physicians will be using smart phones by 2012, and not just for drug reference or clinical information. An explosion of new healthcare professional-facing apps—over 1,500 in Apple's app store alone—will expand mobile device usage to include patient care and administrative functions, according to Manhattan Research survey.

Creating apps for physicians makes a lot of sense, considering that docs have been using PDAs with applications, for a long time, said  Jeannette Kocsis, SVP, digital marketing, at Harte-Hanks Direct. The mobile-optimized web is also important, said Kocsis, particularly because updates are managed by the website host, as opposed to a physician having to update an application.

Marketers looking to use medical reference apps to reach doctors are mostly confined to sponsorship, which usually provides a dedicated space within the app for a direct message to the doctor, said Kocsis.
In disease state categories, however, there is a growing opportunity to create brand-specific content that can be useful to marketers, said Kocsis.

Half of the apps available in Apple's medical category are for medical reference, 9.3% of the apps are calculators, 7% of the apps are for EMR and operations, 3.4% are for prenatal and infant care, and 3% are for chronic disease management, according to a quantitative study on mobile health apps conducted by MobiHealthNews. Emergency information, medication adherence and CME apps make up a combined 4% of the total medical apps (24% of the apps in the category were labeled other or miscatagorized).

While Apple's app store is by far the biggest—Google's Android Market, the second largest, has 500 health-related apps compared with Apple's 5,000—there is still some debate over which smart phone is used most by doctors. A recent SDI survey found that iPhones were used most among docs using smart phones to access medical information. BlackBerry's App World only lists about 140 health-related apps, according to the MobiHealthNews survey, the company takes a different approach to verticals in the healthcare space, offering an enterprise server to its healthcare customers, the report said.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.