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