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Mobile Applications (Apps) for Community Pharmacy
Will LockwoodAmerican Society for
Automation in Pharmacy
Learning Objectives
1. Compare and contrast website “mobile-optimization” and mobile applications (apps)
2. List criteria for evaluating a mobile app3. Describe functionality that users look for in
pharmacy apps and in retail apps in general
The ContextAmong U.S Adults
• 85% use the internet1
72% of whom looked online for health information within the past year
• 91% own a cell phone2
• 56% own a smartphone2
1. Susannah Fox, Maeve Duggan; Health Online 2013, Pew Internet & American Life Project, Jan. 15, 2013, http://pewinternet.org/Reports/2012/Mobile-Health/Key-Findings.aspx, accessed Oct. 9, 2013.
2. Joanna Brenner; Pew Internet: Mobile, Pew Internet & American Life Project, Sept. 18, 2013, http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx, accessed Oct. 9, 2013.
The ContextAmong U.S Adults
Overall, 31% have used their phone to look for health information, up from 17% in 2010 (Sept. 2012 survey).
52% of smartphone users gather health information on their phones, compared with 6% of non-smartphone owners.
Health status also plays a role.80% receive and send texts, but only 9% report doing so for
health or medical reasons.Women, those between the ages of 30 and 64, and smartphone
owners are more to have signed up for health text alerts. 19% of smartphone owners have at least one health app on their
phone. Exercise, diet, and weight apps are the most popular types (Sept. 2012 survey).
Susannah Fox, Maeve Duggan; Mobile Health 2012, Pew Internet & American Life Project, Nov 8, 2012, http://pewinternet.org/Reports/2012/Mobile-Health/Key-Findings.aspx, accessed Oct. 9, 2013.
The Digital PlatformWebsite
Everyone should have thisBuy/DevelopSimple to complexLow cost to expensive
Mobile WebsiteVersion of your website optimized to fit mobile
devicesFrequently offered as part of website packageAdd-on services available to avoid site revamp
Both Require Connectivity to Work
The Digital Platform
Mobile AppNative application, not browser basedDistributed through app storesCan operate:
With or without data connectionWith or without user login
Allows for two-way communications
Considerations: Building a Website
Does your vendor/wholesaler/etc. offer a service or templates?Advantages: Easy branding, pharmacy-specific features such as refill requests/patient portal.
If not, decide on how much functionality you need: Basic place-holder sites should be inexpensiveTalk with vendor partners about options for adding refill functionalityMore complex, custom-designed sites can be expensive and require time & knowledge to administer maintain
Make sure it’s mobile friendly
The Mobile App
Three Options:
1. Build it yourself2. Have someone build it for you3. Buy a pharmacy ready app
Option 1: Build It Your Self
Simple, generic solutions do exist.Can create Web-based HTML5 or native apps.
Have to submit native apps to stores for distribution
Require time to develop: You will need a clear vision of what look/features you want.
Lots of possible features: Maps, forms, HTML, push notifications calendars, social, coupons, loyalty, etc.
Pricing: Appears to run from $30/m to $100/m.
Option 1: Build It Your Self
However…Is it white label?What about data integration?What about a migration path?What are the big players doing?What about pharmacy data security?
What Do Pharmacy Specific Apps Do?
• Refills by Rx # Entry or by Scan• Profiles• Rx fill Status Updates• Alarms/Reminders/Push Messaging• Store Locator• Coupons• Reward/Loyalty Card and Account Details• Photo Printing Integration• eCommerce• Virtual Stores• Clinic Details, Including Insurance Accepted and Services Offered
Option 2: Get Someone to Build It
What are you going to pay for?• Design• Coding• Server work• Project management• Hosting fees, yearly• Debugging• Unforeseen delaysSource: http://www.formotus.com/14018/blog-mobility/figuring-the-costs-of-
custom-mobile-business-app-development
Option 2: Get Someone to Build It
Development CostsOne iPad app development estimate ranges
from $10,000 to $150,000Low end gets you: “No integration, standard controls, minimal
design and project management.”Higher costs for integration, and then you have to consider the
need to partner with your system vendor.Greater degrees of branding, integration, security, and scalability
all increase costs.Source: http://www.propelics.com/ipad-app-development-cost-a-breakdown/
Option 2: Get Someone to Build It
Another estimate puts the “average cost of initial development for a typical mobile application (including environment setup, mobile service development, SDK and UI development, testing, deployment, and project management )” at an estimated $50,000 for a single app.
http://www.anypresence.com/Mobile_Readiness_Report_2013.php pp. 11-12
Option 2: Get Someone to Build It
The development process: Apple iOS
Option 2: Get Someone to Build It
The development process: Android
Option 2: Get Some to Build It
MaintenanceOne survey found that “Eighty-two percent of
respondents report that their mobile applications are updated or enhanced at a minimum of every six months, and roughly a third report releasing updates or enhancements once a month or more frequently.”
http://www.anypresence.com/Mobile_Readiness_Report_2013.php p. 4
The Mobile App EcosystemOperating System 1Q13Market Share
Android 75%
iOS 17.3%
Windows Phone 3.2%
Blackberry OS 2.9%
Linux 1.0%
Symbian .6%
Total 100%
Source: IDC Worldwide Quarterly Mobile Phone Tracker May 2013
The Mobile App Ecosystem
That may look pretty good, but the mobile device ecosystem is very diverse:
Relatively small number of dominant players (i.e., Apple, Google, Microsoft, Blackberry), but…
“Fragmentation of the operating platforms and service provider-specific configurations multiply the variables that need to be considered for effective app development.”
http://www.anypresence.com/Mobile_Readiness_Report_2013.php p. 6
The Mobile App Ecosystem
Android Fragmentation (July 2013)11,868 Distinct Android devices seen in 2013.3,997 Distinct Android devices seen in 2012.
47.5% Samsung's share of those devices.8 Android versions still in use.
37.9% Android users on Jelly Bean.Screen size also varies greatly
Source: http://opensignal.com/reports/fragmentation-2013/
Mobile Ecosystem Fragmentation
Source: http://opensignal.com/reports/fragmentation-2013/
Mobile Ecosystem Fragmentation
Source: http://opensignal.com/reports/fragmentation-2013/
Mobile Ecosystem FragmentationAndroid Screen Sizes iOS Screen Sizes
Source: http://opensignal.com/reports/fragmentation-2013/
Option 3: Pharmacy Ready Apps
Option 3: Buy a Pharmacy Ready AppMany options out there from:Pharmacy system vendorsIVR/Communications vendorsApp specialistsPharmacy Franchisers/Wholesalers
Option 3: Pharmacy Ready Apps
Benefits:Costs can be lowOften subscription basedOffers pharmacy specific featuresOffers integrationOffers outsourced development, app store needs, and
maintenanceDrawbacks:May be tied to a specific vendors tech ecosystem
Option 3: Pharmacy Ready Apps
But there are solutions out there that can:• Let you start with basic features and fax/email
submission of refill requests• Also offering a migration path to refill queue
integration and more dynamic functionality.
Resources
Development:http://www.forbes.com/sites/reuvencohen/2013/03/22/build-your-own-web-or-mobile-app-in-minutes-with-these-cloud-based-tools/
Distribution: http://en.wikipedia.org/wiki/Mobile_app#Development