Mobile health applications will be “predominantly” distributed through “traditional healthcare channels” by 2015, usurping the currently dominant app stores – “a significant shift when compared to the market today, as the smartphone app store model has been the key driver behind the initial success of m-health applications over the last two years.” According to analyst firm research2guidance, app stores and healthcare websites are currently perceived as the best distribution channels, with traditional medical channels such as doctors, hospitals and pharmacies coming further down the list. By 2015 this will have changed, with hospitals and physicians usurping healthcare websites and app stores.  And while mobile operators are regarded as “players who will help the m-health market to grow,” they are not seen as appropriate distribution channels “either now or in the future.”

The company noted that growing awareness of m-health in the medical community, as well as the growing proportion of patients using smartphones, provides a “possible explanation” as to the change of model. In addition, it was suggested that healthcare professionals could receive incentives for promoting apps, and that pharmaceutical companies could use app sponsorship in order to improve the efficiency of medicines – and therefore increasing the likelihood they would be prescribed. A desire to reduce the cost of healthcare could also play a significant role. research2guidance’s survey polled 231 companies across a number of sectors, including operators, infrastructure providers, and healthcare specialists.