Pharma sees marketing gold in iPhone apps

In what seems to be becoming a regular feature, FierceMobileHealthcare's iPhone Story of the Week is a piece from Advertising Age about how the Apple product is on the verge of becoming a battleground for direct-to-consumer pharma marketing. In fact, Ad Age reports that Apple specifically targeted Big Pharma when it released version 3.0 of its iPhone software development kit back in March by demonstrating how to hook up a blood-pressure cuff or glucometer to the phone.

"For Big Pharma, the opportunity is clear. A consumer who tests positive for high blood pressure or diabetes via the iPhone will clearly be a marketing target for prescription medications or ancillary medical services," the story says.

For more on this new horizon in pharma marketing:
- click to the Ad Age story