An overview of what the Pharmaceutical Industry offer to the mobile web user.

2. The Health & Fitness and Medical category on
the App Store now contains more than 6,000
apps for the iPhone.
In January 2010, there were more than 1,700
medical applications available, downloaded by
more than 1 million users.

3. The mobile internet is seeing incredible
growth.
30% of all phones in the UK are
smartphones
In 2013, more people will access the
internet via a mobile device than via a
desktop pc.
Penetration increasing with 70%

4. As of January 2010, there are more than 1,700
medical applications available. That is an increase of
850% since January 2009.
The apps reference virtually every major
pharmaceutical brand name, offering services from
basic prescribing data to "cost-saving" generic or
over-the-counter alternative options. These have
been developed by medical publishers, pharmacies,
payers, hospitals, advocacy groups and a small
number of pharmaceutical companies.
Virtually every therapeutic area is already
represented. New mobile phone applications in
areas like disease management, medication tracking,
drug recalls, health cost and record management are
being released daily.
850%growthinmedicalmobileappsbetweenJan2009and2010.

5. Today, data-driven and laser-focused mobile apps
nd the restaurant that serves paella within a 10-
block radius, nd the next ight out and then check
you in. Or check you in at a supermarket while listing
the promotions of the day at that location.
In the same way that the desktop internet developed,
the quality of utility is the key driver in the mobile
market. What is it that you do better, faster or smarter
than your competition? Google was better, faster and
smarter at search. Are you outperforming your
competition on the mobile internet?
If the key is the utility you offer, the next question is
how to you create utility?
There are a number of ways to do that. We will
discuss them in the next slides.
HowtowininMobile?

6. Sleep Cycle
An alarm clock that analyzes your sleep patterns
and wakes you in the lightest sleep phase - a
natural way to wake up where you feel rested and
relaxed.
Usingthesensorsinthesmartphonetoreaddata.
iStethoscope
iStethoscope Pro turns your iPhone into a
stethoscope, allowing you to listen to your
heartbeat and see your heart waveform, or listen to
other quiet sounds around you.

7. The Breast Cancer Diagnosis Guide
The Breast Cancer Diagnosis Guide is a free mobile app that walks users through the breast cancer
pathology report -- a vital report that sets the patient's treatment path.
In addition to educating users on the terms in their pathology report and other tests, Breastcancer.org's
Breast Cancer Diagnosis Guide allows them to input their own pathology report results so they can
receive research news, information, and articles specic to their diagnosis.
Offerhighlytargetedtools(condition)

8. Carb Counting with Lenny
Preventive health care is gaining momentum with many companies offering reward programs like
rewards for regularly going to tness center. Health awareness programs fall under the same category
and have shown effectiveness in reducing certain diseases. Medtronic MiniMed launched educational
game for kids and young adults called Carb Counting with Lenny.
Offerhighlytargetedtools(patients)

9. IPSS Calculator
A US app from Novartis Oncology for doctors to calculate their patients' International Prognostic
Scoring System (IPSS) prognosis for myelodysplastic syndrome based on: bone marrow blasts, number of
cytopenias and karyotype.
Offerhighlytargetedtools(professionals)

10. Diagnosaurus
With Diagnosaurus you can quickly search over 1,000 diagnoses
by organ system, symptom, disease, or view all entries. Use the
valuable “See related DDx” feature within each selection to
consider alternative diagnoses and quickly link to those entries.
Convenient ‘Favorites’ feature allows you save specic searches
and bookmark in your personal archive.
Easyaccesstoimportantinformation
RxDrugs
RxDrugs™: Dosing Companion provides dosing
guidelines on thousands of commonly used brand
and generic drugs and now includes nearly 400
integrated weight-based drug dosing calculators.

11. GoMeals
The US app can be used by anyone interested in
healthy eating, but is aimed at people like diabetics,
whose condition can make obtaining nutritional
information critically important. It combines three
tools - a nutritional database, a food-tracking tool to
record meals and a restaurant locator, and is also the
second big pharma app to be made available in a
specially designed version for the iPad.
Combiningdatastreams

12. We help you develop your device strategy
(smartphones and tablets), your product
strategy (the app) and your promotional
strategy (how will people nd your app
amongst the other 250,000 +).
When working on the product strategy we
map the different ways to create high utility
based on data that we can gather through
sensors, from your databases or others.
Once we have all the strategic elements, our
creative teams can then start work on ideation
and design.
Our development teams sit in Kiev, Minsk and
Bucharest. They enable us to deliver in the
most cost-effective way.
Howcanwehelpyou?

13. Whoweare?
Patrice Kerremans is a 15 years technology veteran. He is a software architect and Scrum Master. He led the
development of projects at IBM, Netitbe, CM, Electrabel, Axa Bank and Median.
Edwin Speckamp is a 20 years project management veteran . He successfully held full responsibility for scope,
schedule, cost, people and quality for projects at Oracle, IBM, CM, Banksys, Netitbe and Eurocontrol.
Wim Vermeulen is a 20 years advertising veteran, with a traditional and digital advertising background. He was
previously the Digital Director of Ogilvy Eastern Europe and Russia. He is an international speaker on mobile internet
and social media.
You can nd more on each of the founders on http://www.linkedin.com/companies/momads
Patrice Kerremans
Chief Technology Momad
Edwin Speckamp
Chief Operations Momad
Wim Vermeulen
Chief Creative Momad

14. Wherecanyoufindus?
We offer you the latest news on the
Mobile Industry on Twitter. Our case
studies are available on Slideshare, and
the videos of our launch conference on
YouTube. It all comes together on our
desktop site at www.momads.eu or
m.momads.eu on iPhone or Android.

15. The State Of the Mobile Industry
Go to m.momads.eu, on your iPhone or Android
phone, for the most recent numbers on the Mobile
Industry.
(touch “the State of Mobile”)