Mobile applications are now an essential part of the marketing mix for pharmaceutical companies. Pharmaceutical apps can be used for internal purposes, for example field service or training, as well as for communication support with patients and physicians.
Nevertheless, apps from pharmaceutical companies experience a unique set of challenges and are often not successful. Reasons for this include: regional availability, the lack of added value for app users, or the fact that the app has only been developed around a core product. Further obstacles are the lack of cross-referencing and synergy between the company’s own pharmaceutical apps.