Product Description
The research provides a detailed perspective on the current status of digital health activities of pharma companies, on a market and company level. It compares the digital health activities that Pharma companies concentrate on, and how successful they are. The report also highlights how app publishing strategies have changed over the last three years.
The adoption process of digital innovation in Pharma is driven through four main channels; internal app publishing, accelerator or incubator programs, venture fund investments, and direct partnerships. Currently, Pharma companies are favouring the app publishing channel. More than 1,000 apps have been published by leading pharma companies, whereas only few more than 100x digital health deals recorded between leading Pharma companies and 3rd party mHealth companies.
Pharma companies have been able to increase their download reach but active usage remains limited. Nevertheless best practise exists. All companies have increased the size of their active app portfolios, with companies such as Merck, Novartis, Pfizer, Bayer and Roche more than tripling their market presence since 2014. However, only one company published a block-buster of an app which achieved more than 1-Million downloads within a year.
Since the last report was released in 2014, companies made significant efforts to improve the outcome of their digital health initiatives. Over the next 2-3 years, companies will have to channel their activities into three major directions. In order to maximize benefits, Pharma companies will have to;
- continue to improve the quality of their app publishing to meet best-in-class standards for better user acquisition and retention;
- better align digital innovation channels by defining which use cases, target groups and business models should be addressed with their own apps, and apps from 3rd party vendors; and
- further improve their digital health innovation competences in order to compete with digital health companies who are 100% focused on their digital products.
What this all means, is that before moving forward in the same direction, Pharma companies should rethink their digital app strategy. Otherwise, Pharma will remain an industry with low impact on the mHealth app market. While presently this is not a serious threat to their core business, pressure is expected to build over the next three years.
The report compares different app portfolio strategies of the 12 leading pharma companies. It also highlights their investment and partnership activities.
Companies in scope: Abbvie/Abbott, Astra Zeneca, Bayer HealthCare, Bristol-Myer Squibb, GlaxoSmithKline (GSK), Johnson&Johnson (J&J), Merck, Merck Sharp & Dohme (MSD), Novartis, Pfizer, Roche and Sanofi.
Apps in scope: All apps available in the Apple App Store (iTunes store) and in Google Play Store which have been published by one of the app publishing entities of the companies in scope.
Regional scope: Global
Time frame: 2013- Q1 2017
TABLE OF CONTENTS
1. Scope of the report
2. Management summary
3. The four channels used by Pharma to drive digital innovation with mHealth apps
4. The app publishing activities of top Pharma companies
4.1. The 10 main app categories of Pharma
4.2. Platform preference of Pharma apps
5. Top 12 Pharma company app portfolio comparison
5.1. Comparison of app portfolio performance
5.2. Comparison of target groups and governance models
5.3. Comparison of top 3 main category shares
6. Top 12 Pharma company app profiles and digital health innovation activities
6.1. Abbott/Abbvie app profile
6.1.1. Internal App Publishing
6.1.2. External App Ecosystem Activities
6.2. AstraZeneca app profile
6.2.1. Internal App Publishing
6.2.2. External App Ecosystem Activities
6.3. Bayer Healthcare app profile
6.3.1. Internal App Publishing
6.3.2. External App Ecosystem Activities
6.4. Bristol-Myers Squibb app profile
6.4.1. Internal App Publishing
6.4.2. External App Ecosystem Activities
6.5. GlaxoSmithKline app profile
6.5.1. Internal App Publishing
6.5.2. External App Ecosystem Activities
6.6. Johnson&Johnson app profile
6.6.1. Internal App Publishing
6.6.2. External App Ecosystem Activities
6.7. Merck app profile
6.7.1. Internal App Publishing
6.7.2. External App Ecosystem Activities
6.8. Merck, Sharpe and Dohme (MSD) app profile
6.8.1. Internal App Publishing
6.8.2. External App Ecosystem Activities
6.9. Novartis app profile
6.9.1. Internal App Publishing
6.9.2. External App Ecosystem Activities
6.10. Pfizer app profile
6.10.1. Internal App Publishing
6.10.2. External App Ecosystem Activities
6.11. Roche app profile
6.11.1. Internal App Publishing
6.11.2. External App Ecosystem Activities
6.12. Sanofi app profile
6.12.1. Internal App Publishing
6.12.2. External App Ecosystem Activities
7. How can Pharma further evolve their digital health strategies?
8. Appendix
8.1. About Research2Guidance
8.2. About the authors
8.3. Pharma app catalogue (list of apps by company and platform)
8.4. List of figures
LIST OF FIGURES
Figure 1: Pharma channels and their impact on the digital health adoption process
Figure 2: Number of apps and net additions of the top 12 Pharma companies (2013-Q1 2017)
Figure 3: App downloads of top 12 Pharma companies (2013-2016)
Figure 4: Share of top 20, 10 and 5 Pharma apps of total downloads (2014-2016)
Figure 5: Share of apps intended for HCP versus individual use (2014 versus 2016)
Figure 6: Monthly active user-base of Pharma apps (2014 versus 2016)
Figure 7: Main app category shares of top Pharma companies (2014-Q1 2017)
Figure 8: Number of apps versus annual downloads per app category (2016)
Figure 9: Comparison of top Pharma company apps with general mHealth app market by category type (2017)
Figure 10: Share of apps and downloads by platform of top 12 Pharma companies (2016-2014)
Figure 11: Number of apps published by platform for each top Pharma company (2014-Q1 2017)
Figure 12: Number of downloads by platform, iOS share and average app downloads for each top Pharma company (2016)
Figure 13: Share of top 1, 2 and 3 apps of total downloads for each top Pharma company (2014-2016)
Figure 14: Annual downloads of top 3 most downloaded apps versus long-tail apps for each top Pharma company (2016)
Figure 15: Monthly active users for each top Pharma company (2014-2016)
Figure 16: Target group share of apps per top Pharma company (2014-Q1 2017)
Figure 17: Number of active app publishers per top Pharma company (2014 versus Q1 2017)
Figure 18: Abbott/Abbvie app – key metrics (2014-Q1 2017)
Figure 19: Abbott/Abbvie app – category shares (2014-Q1 2017)
Figure 20: AstraZeneca app – key metrics (2014-Q1 2017)
Figure 21: AstraZeneca app – category shares (2014-Q1 2017)
Figure 22: Bayer Healthcare app – key metrics (2014-Q1 2017)
Figure 23: Bayer Healthcare apps – category shares (2014-Q1 2017)
Figure 24: Bristol-Myers Squibb app – key metrics (2014-Q1 2017)
Figure 25: Bristol-Myers Squibb app – category shares (2014-Q1 2017)
Figure 26: GlaxoSmithKline app – key metrics (2014-Q1 2017)
Figure 27: GlaxoSmithKline app – category shares (2014-Q1 2017)
Figure 28: Johnson&Johnson app – key metrics (2014-Q1 2017)
Figure 29: Johnson&Johnson app – category shares (2014-Q1 2017)
Figure 30: Merck app – key metrics (2014-Q1 2017)
Figure 31: Merck app – category shares (2014-Q1 2017)
Figure 32: MSD app – key metrics (2014-Q1 2017)
Figure 33: MSD app – category shares (2014-Q1 2017)
Figure 34: Novartis app – key metrics (2014-Q1 2017)
Figure 35: Novartis app – category shares (2014-Q1 2017)
Figure 36: Pfizer app – key metrics (2014-Q1 2017)
Figure 37: Pfizer app – category shares (2014-Q1 2017)
Figure 38: Roche app – key metrics (2014-Q1 2017)
Figure 39: Roche app – category shares (2014-Q1 2017)
Figure 40: Sanofi Aventis app – key metrics (2014-Q1 2017)
Figure 41: Sanofi Aventis app – category shares (2014-Q1 2017)
