mHealth presents a major opportunity for the pharmaceutical industry, but mobile is not about being remote, it’s about being connected and to progress, pharma needs to be better connected with the mobile industry itself.

mHealth is currently being billed as the magic pill that will transform the provision of healthcare services on a global scale. Described in the US as ‘the biggest technology breakthrough of our time’, advocates claim that mobile technology can help engage patients, improve compliance, support preventative care models and lower healthcare costs by reducing avoidable hospital admissions. But commentators fear that, in an evolving marketplace with few proven business models, mHealth could yet represent more ‘technology-led hype’ and expensively fail to deliver its promise. The pharmaceutical industry could therefore be forgiven for being characteristically cautious about the ‘next big thing’. But that’s not quite the case. The industry is trying hard to harness the potential of mobile technology. But is it doing enough?

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