Wednesday, January 20, 2010

Ortho-McNeil's "New" Levaquin iPhone/iTouch Pneumonia Management Application

Every week Ignite's Strategy & Insights team presents findings internally from their latest digital landscape surveillance (a service we in turn offer to our clients known as "Health E.S.P." -- part of our Electronic Surveillance Project). This week I was delighted (and surprised) when I was shown a Levaquin-branded "'Pneumonia Management" application for the iphone/itouch. Delighted, because I always love it when this industry "innovates". Surprised, because I had not heard a single peep about it from the pharma twitterati -- remarkable considering it was released in the iTunes App store September 27, 2009. In fact, the application is so "under-the-radar" that it isn't even listed on Jonathan Richman's well-curated and comprehensive Social Media Wiki -- which means, as far as I'm concerned, it doesn't really exist :)

Seriously, though. It does exist and besides being in the iTunes app store it's also on, a Website created by PriCara for US healthcare professionals. (Note: PriCara is a division of Ortho-McNeil-Janssen Pharmaceuticals, the same folks who brought us the "Black Bag" iphone app).

On first glance (looking at the screenshots), the app looks really well-designed, intuitive, interactive, and useful -- especially for its intended audiences (emergency medicine, infectious disease specialists, intensivists, etc.). However, I have yet to download it and give it a spin. And frankly, even if I did, I am not sure I would be the right person to to properly evaluate the content/utility of this tool. However, I am sure there are many of you that will, and I look forward to hearing your thoughts.

I would like to thank Ross Fetterolf (Senior Vice President of Brand Strategy and Channel Innovation at Ignite Health) for bringing this app to my attention. You can follow him on twitter @digitalbulldog.
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