Thursday, 20 September 2012

Technology wonders

The article Coming Next: Using an App as Prescribed recently published on the New York Times discusses recent innovations in smartphone applications dedicated to healthcare.

In particular, it gives examples of applications designed to collect patient data, take those through a specific algorithm and send treatment recommendations to healthcare professionals in charge of managing the patient.

Although the level of precision of recommendations may vary, such a process would clearly represent a major concern for pharmaceutical companies, who would need to ensure their treatments are included - and fairly presented - amongst the available alternatives that will shape the recommendation.

Physicians will also consider these applications and their recommendations with extreme caution, particularly in the early days, but could the current trend for cost-saving accelerate their adoption?

If you are a brand manager in the pharmaceutical industry, you certainly want to keep an eye on these apps and even more on the guidelines the FDA will publish later this year, as it could mean opportunities  not to be missed.

The author: Axel Rousseau is brand scientist (SRE) at Branding-Science and has been working on international market research and consultancy since 2008.

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