Mobility Solutions: Pharma Case Studies


“Mobility Solutions” another Buzz word in the market today. This is one subject that has slowly found its way to the board room discussions. Lot of action around this concept… In Pharma also we see lot of action around this.

In Pharma the use of mobility solutions were limited to “PDA” based solutions…organizations were busy assisting the sales force with providing applications on PDA/Tablet to help them perform on the GO. But that was another era… the present era has shifted the focus from sales force to the customers. Organizations have started using Mobility Solutions to take the concept of Patient Compliance and Wellness programs to the next level.  “After all people might leave home without their glucometer but not without their cell phones.” Says Ryan Sysko, CEO of WellDoc, a healthcare company that develops technology-based solutions to improve diabetes outcomes and reduce healthcare costs. These solutions provide information and services at the point of consumption and sending mails just does not fit in the current changed paradigm of how consumers want information and how they consume it.

Case Study1:

Pfizer Canada launched its mobile solution smidge™. This is its first-ever “app” and health motivator. As per the press release “A first for Pfizer Canada, smidge™ identifies and celebrates small, easy actions that impact the body, mind and spirit. As you build momentum over a 21-day period, smidge™ shows you how to do just a little bit more by choosing across six activities that include: Be Positive, Eat More Fruits and Veggies, Train Your Brain, Take the Stairs, Deep Breathing and Drink More Water. “This application is available on Blackberry apps store and on Apple store.  Refer this for more details http://www.marketwire.com/press-release/It-Takes-Motivation-Healthy-Habits-Start-Here-Pfizer-Canada-Says-Start-With-A-smidge-1323863.htm.

Case Study2:

The WellDoc solution is a cell-phone based platform that enables real-time, any-time communication between health providers, physicians, and patients. Patients get reminders on their cell phones to take medication. They have access to live coaches and wireless diaries. Meanwhile, providers can track them as they input information and identify where and when they’re diverging from their plan. The cell phone is used as a device to reach patients, to do things like not only remind them when to take their medications and when to test their blood glucose, but also to put their physician’s instructions in the phone. This product has already being cleared by FDA (http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100802005216&newsLang=en)

Are these solutions effective? So far, the data is compelling that such platforms can work. In one study, published in Diabetes Technologies and Therapeutics, patients who used the cell phone platform experienced an average 2.03-point decrease in their A1C levels, while the control group experienced a 0.58-point increase. Additionally, patients who used the phone were more likely to switch to brands that offered such a platform, and doctors gave the product a 100 percent physician satisfaction rating, stating that it made the information they could see about their patients more comprehensive.  Similarly for free applications also the date available is quite encouraging. If you navigate to the BB apps store, you will find that smidge™ has a high user satisfaction rate.

Let me know about your experiences and thoughts on such solutions in Pharma. Is Pharma also becoming more socially responsible?

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About Amitesh Srivastava
I have over eight years' experience in IT and Business Consulting. I have been involved in business analysis, consulting and client management for reputed clients across life sciences domain, and possess good understanding of various commercial systems managing pharma sales and marketing processes

One Response to Mobility Solutions: Pharma Case Studies

  1. Joydeep Das says:

    Interesting article…..however are these applications not limited by the vendors offering them only on iPhone or BB? Also I guess the electronic data transfer regarding the patient data, might be regulated by the privacy rules….

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