Taren Grom, Editor
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The mHealth Revolution The Statistics are staggering. According to a report by research2guidance, by 2015 one in five people around the world will have a smartphone. Another report states that mobile app revenue is expected to reach $35 billion by 2014. Finally, company investment in mobile phone apps and educational websites is up 78%. Experts say the evidence is there, and it’s time to get brands on track to deliver health and wellness support via what some researchers call “mass personalization.” In her Forum, Senior Editor Robin Robinson says from cost savings to data collection to better health outcomes, mobile apps may be the industry’s answer to the next blockbuster. The experts participating in this Forum are deeply immersed in mHealth at different points along the healthcare spectrum, and they are providing their insights on the mobile application movement. The possibilities are pretty amazing. The same way we have real-time access to baseball scores, the ability to order almost anything, and get directions — in the not-too-distance future patients will be able to access medical information that is pertinent, personalized, and private. Beyond the push of messages, mHealth apps will also allow the instant download of vital signs to allow for remote diagnosis and treatment. Various experts, including those at Arthur D. Little, say advances in mobile technology have the potential to transform the way healthcare is delivered in both emerging and developed markets, with revenue potential reaching $10 billion within five years. Expanding into mHealth can provide many new growth opportunities for companies, but there are also significant challenges. According to Karim Taga, director at Arthur D. Little’s telecoms, information, media & electronics (TIME) practice, mHealth is unlike any other mobile service and requires a completely new marketing strategy. “There is no one-size-fits-all mHealth solution for all markets,” he says. “The demand for, and the nature of, mHealth services depend on the degree of development and specific characteristics of individual markets. In emerging markets, mHealth solutions, such as the delivery of medical information by SMS or MMS, medicine reminders, remote data collection, and medical helplines, can help improve patients’ access to basic medical care.” Mr. Taga adds that in developed markets with rapidly increasing smartphone penetration, health industry players are entering the mHealth market as a way to drastically reduce costs while focusing on prevention. So app up and get ready for the mHealth revolution. Publisher Lisa Banket Editor Taren Grom Creative Director Marah Walsh Managing EDitor Denise Myshko Senior EDitor Robin Robinson features EDitor Kim Ribbink Contributing Editor Carolyn Gretton design associate Ariel Medel national account managerS Trish Kane Cathy Tracy WEBCAST?NETWORK?PRODUCER Daniel Limbach CIRCULATION Assistant Kathy Deiuliis Copyright 2011 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Eleven, Number Five PharmaVoice (ISSN: 1932961X) is published monthly except joint issues in July/Aug. and Nov./Dec., by PharmaLinx LLC, P.O.?Box 327, Titusville, NJ 08560. Periodicals postage paid at Titusville, NJ 08560 and additional mailing offices. Postmaster: Send address changes to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. PharmaVoice Coverage and Distribution: Domestic subscriptions are available at $190 for one year (10 issues). Foreign subscriptions: 10 issues US$360. Contact PharmaVoice at P.O.?Box 327, Titusville, NJ 08560. 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Advertising in PharmaVoice: To advertise in PharmaVoice please contact our Advertising Department at P.O.?Box 327, Titusville, NJ 08560, or telephone us at 609.730.0196. E-mail: firstname.lastname@example.org. Denise Myshko Managing Editor The field of molecular diagnostics has the potential to become the dominant platform in clinical medicine. Robin Robinson Senior Editor As mHealth advances around the world, pharma should start with mobile apps that drive adherence and compliance. Kim Ribbink Features Editor South Korea combines many developed world attributes that make it attractive for multinational companies looking to develop, manufacture, and market their product. Carolyn Gretton Contributing Editor The omission of biologics from new drug approval counts needs to be addressed to provide a more accurate reading of R&D productivity.