Portrait vs landscape may not seem like a big deal. But  Gautam Gulati, chief medical officer and head of product innovation for Physicians Interactive, says that for the months-old Omnio app, being limited to  portrait mode is a big reason why the app has been getting a four-star rating instead of five.

“I had no idea we would get that kind of backlash,” he tells MM&M, but notes that version 2.0, set for release in late August or early September, will correct this oversight. The refreshed version will also add features the CMO says will make it a more robust offering for HCPs.

Gulati says Omnio stands out in the aggregated info space because it serves as an RSS feed of apps: users can load a library of apps into Omnio and determine what apps appear in what order when they enter Omnio.

Gulati says that open-loop nature makes Omnio distinct from services like AthenaHealth’s ePocrates and Medscape. He says the open structure means any third party can plug their content into Omnio.

Even before the 2.0 version’s release, the company has expanded Omnio’s content. In June a deal with Docwise was launched, expanding the app’s user library to include a journal two-step in which users can scan abstracts. If readers have publication subscriptions, they can take a closer look and access the underlying research without leaving Omnio.

Omnio also lets users tag this information, which they can annotate and share using email, Twitter or Facebook. Gulati says users will be able to convert these files into publicly available pages by the fourth quarter. The go-public feature will become available once the number of pages hit a critical mass, but users will be able to begin building pages during the third quarter.

Promotion currently includes reaching out to the matrix of Physicians Interactive users, and pickup has been such that “all of our trend arrows are moving in the right direction.” Gulati says third iteration plans are already place, and he foresees the app becoming a one-stop touchpoint for research, communications, and patient information like electronic health records.