Newly launched Mango Health says it is taking an original approach to its newly launched app that encourages users to stick to their prescriptions. Other developers have launched such apps but Mango claims its app is different. It offers rewards to users, compare themselves to others and keep a diary of their progress. The company is negotiating with a number of brands who will supply the rewards offered in the apps.

Mango has also announced US$1.45 million in backing from a number of backers including Zynga CEO Mark Pincus and Square COO Keith Rabois. The company was set up by formers execs with gaming developer Ngmoco who say they will bring similar principles to health apps, a familiar claim in the marketplace.