Pharmaceutical companies have been concentrating their mHealth efforts into apps for patient outreach and education, along with some initiatives like Sproxil (drug verification in Nigeria, partnering with local distributor Biofem Pharmaceuticals for Merck Sante’s Glucophage; see additional information in Comments) and Proteus’ ‘smart pills’ with Novartis. This WorldPharmaNews article delves into the research2guidance Mobile Health Market Report (yours for only EUR1890!) and comes up with advice for pharma companies: reach, differentiation, cost savings, physician relations and revenue opportunities. This is the same study that offers up that hospitals, physicians and healthcare websites will be the #1-#3 distributors of healthcare apps by 2015. Ed. Donna gives this one the gimlet eye, but you be the judge.