Pharma continues push into mobile

Communicators and marketers weighed in on mobile health this morning, looking at programs as wide-ranging as corporate brand apps to public health initiatives at a Business Development Institute event in New York.

Communicators and marketers weighed in on mobile health this morning, looking at programs as wide-ranging as corporate brand apps to public health initiatives at a Business Development Institute event in New York.

Kate Bird, director of digital communications policy, external affairs, and communications at Pfizer, said that the drugmaker launched the mobile version of Pfizer.com this week.

She added that the company chose the website's "about Pfizer," news and media, products, and investors sections to be included in the mobile version of the website after finding that mobile traffic was highest in those sections of the site.

When talking about brand programs, Bird also noted that many apps are "built off already existing programs."

Todd Siesky, PR manager at Roche Diabetes Care, also presented at the event and talked about the company's "Glucose Buddy" app for diabetes patients. Interestingly, Siesky noted that the "Glucose Buddy" app allows users to opt-in and provide additional information to the company, including the type of diabetes they have or what kind of meter they use.

In October, PRWeek reported that diabetes is one of the top categories often cited by PR pros as a growth area in mobile communications - in part because nearly 18 million in the US have been diagnosed with diabetes as well as the fact that it's a category where people are already active on mobile devices.

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