Thinking about apps? Think about your bathroom.

According to an article in Fierce Pharma, “Big Pharma has plenty of apps up for grabs, with companies like Sanofi, Boehringer Ingelheim and Johnson & Johnson rolling out flashy new products to pique consumers' interest. But as it turns out, not too many consumers are downloading them.”

Why?

Stand-alone pharma “…apps aren't appealing to the masses. Nearly half of pharma companies are only targeting local markets, distributing their apps in 3 or fewer countries. Drugmakers also tend to build their app portfolios around specific products, rather than tailoring their approaches to fit popular demand. The app market for health tracking, weight loss and fitness management is booming, and pharma companies that cash in on the trend could stand to benefit the most …”.

Here’s another way to look at it, consider your bathroom. How many medicine cabinets do you have? Answer: one. Now think about apps. Why would you want one app for every medicine you take? Wouldn’t one “medicine cabinet” app with all your medicines in it make better sense. One app with information on all your medicines’ safety information, dosing reminders, educational materials, even co-pay cards – and interactive communications with all your various healthcare professionals.

Now think about your weather app. Do you have a different app for every city? Of course not. You have one app with every city you're interested in. Same idea.

That’s the Mobile Health Library value proposition – one health app per patient, not one stand-alone app for every medication. Just like LinkedIn, Facebook, and Yelp.

Peter J. Pitts                                                                                                                                                         Chief Regulatory Officer

The complete Fierce Pharma story can be found here: http://www.fiercepharmamarketing.com/story/big-pharma-has-apps-grabs-not-many-users-are-biting/2014-10-28