Five Strategic Roles for Pharma Companies in the 2015 Digital Health App Ecosystem

Pharmaceutical companies are the most active group in launching internet healthcare apps, yet their performance in this sector does not match their achievements in traditional healthcare. This raises the question: “Can pharmaceutical companies truly seize the opportunity in 2015 and stand out in the internet healthcare app market?” With this in mind, VCBeat has compiled the following article to highlight the five key roles that will drive pharmaceutical companies’ success in the internet healthcare app market this year.



Over the past five years, the top 12 pharmaceutical companies have collectively launched more than 700 apps. However, only four of these twelve companies have successfully attracted over 100,000 app users. If pharmaceutical companies aim to achieve greater impact in the internet healthcare market this year and in the future, they must significantly improve upon their past performance and seek key roles that better align with their assets and capabilities. These roles are as follows:

1、Internet HealthcareAPPPublisher:This is the role that pharmaceutical companies currently play. If they intend to continue in this role and achieve success, they must adjust their current internet healthcare business models. They need to continuously identify app concepts with innovative significance, design successful business models, better leverage existing concepts and standards, or utilize existing sales channels to promote their apps. However,This may not yet be sufficient to enable them to compete with the numerous sophisticated and creative developers of internet healthcare apps, or with tech giants such as Apple, Google, and Samsung that have recently entered the internet healthcare market. 

2. Internet HealthcareAPPInvestors:If pharmaceutical companies turn their attention to app investments, they need to establish a fund to channel capital and resources into promising or already successful internet healthcare apps. This role demands robust screening and evaluation capabilities. Venture capital firms and incubators specializing in apps can sift through 1,000 internet healthcare apps annually. 

3、APPAggregator (App Store):With over 100,000 apps available on Apple’s App Store and Google Play, the visibility of internet healthcare applications within these comprehensive app marketplaces is increasingly diminishing. This trend has given rise to the need for dedicated online medical app stores. Pharmaceutical companies can manage and promote such specialized platforms, curating internet healthcare apps that align with their core products and/or meet current market demands and development trends. The specific app downloaded is less critical; what matters is enhancing user adherence to the app store and enabling more users to find suitable applications that meet their needs within the platform. 

4. Data Providers/ APIManager:Now and every day going forward, internet healthcare apps will continue to capture millions of critical data metrics from users. However, the vast majority of this data is stored on servers akin to “walled gardens,” making it difficult for medical professionals to access. Currently, some companies are striving to build a bridge between the app economy and the healthcare system. If pharmaceutical companies can penetrate this dynamic market, leveraging their financial strength and substantial value, they will not only emerge as leading data providers but also safeguard the security of their own critical data.

5、Incubator:For technology-driven internet healthcare app companies to succeed, they need to refine their business models, integrate with traditional medical sales channels, or create a professional working environment. Pharmaceutical companies can provide these solutions, and in return, they can absorb the creative entrepreneurial culture from these startups, which is essential for success in the internet healthcare market. Additionally, pharmaceutical companies may have the opportunity to share in the startups' success through small-scale investments.

In short, if pharmaceutical companies want to succeed and increase their influence in the internet healthcare app market, they must boldly explore new avenues in 2015; otherwise, they will find themselves stuck in a dilemma. Although this does not yet pose a serious threat to their current core businesses, the landscape may change significantly in five years. If those pharmaceutical companies still have not formulated diversified strategies by then, the ringing of the New Year’s bell may no longer bring them any opportunities.