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Smartphones are quickly becoming a way of life for medical professionals. An ongoing Knowledge Networks survey showed that in 2010 62% of specialists and 55% of primary care physicians own a smart phone, with 85% to 90% using them to access the Internet or email. The survey also showed that 17% of primary care physicians and 18% of specialists who have smartphones are using them for e-detailing while 29% of primary care physicians and 24% of specialists use them to participate in on-line surveys.

Expect the followup Knowledge Network survey in 2011 to show further growth in smartphone use and provide important insights that will help marketers develop mobile strategies that really work for physicians.

So what are marketers doing with smartphones today? Taking a look mobile health content and application development so far, there are some early trends appearing in the use of mobile technology for the patient audience including disease management applications and the use of sms messaging to deliver reminder ads to boost adherence, prompts to attend upcoming appointments, or to record medication, symptom or lifestyle details that can be shared online with their healthcare team.

You can take a look at an ongoing list of pharma mobile apps provided by the Digital Pharma blog 

However, technology is going much further - fast! One of the most facinating technologies is the Raisin™ system from Proteus BioMedical. The Raisin™ System measures the body’s response to medications and is intended to improve the management of chronic diseases like heart failure, infectious disease and psychiatric disorders.  Raisin technology runs on an electric charge generated by the patient’s stomach acid. The charge is detected through the patient’s body by a sensing patch on the patient’s skin. The patch records the time and date that the pill is digested and also measures certain vitals, which the company calls the Sentinels of Wellness, including heart rate, activity and respiratory patterns. The information is then sent to the patient’s mobile phone and then onto the internet for caregivers to review and analyze.

While 'intelligent medicine" may not be part of your mobile strategy quite yet, HDMZ can help you integrate mobile with your relationship and HCP marketing plans for 2011 and stay on top of the trends and technologies that continue to evolve at a rapid pace.

Give us a call and mobilize your marketing in 2011!