Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Lilly has launched a US-only iPhone and iPad app to support its Glucagon for Injection treatment for severe hypoglycaemic events.
The emergency diabetes medicine's free branded app shows carers how to administer Glucagon for Injection to type 1 diabetes sufferers and allows them to simulate giving the injection.
Matt Caffrey, US product brand director, marketing specialty, Lilly Diabetes, said: "Lilly Diabetes is committed to developing personalised solutions to help people with diabetes achieve their treatment goals and improve their outcomes.
"The Lilly Glucagon mobile app leverages the power and reach of mobile technology, providing another opportunity to support people living with type 1 diabetes. Lilly Diabetes is constantly striving to create new and better tools to support the diabetes community in a variety of ways."
Although Glucagon is rarely needed, and as such is far from a headline product within Lilly's portfolio, diabetes is an important area for the company and its Humalog insulin was the company's fourth biggest-selling product last year, pulling in $2.4bn.
Lilly also has a major diabetes collaboration in place with Boehringer Ingelheim, and the partners' SLGT2 inhibitor empaglifozin, the second product from their deal, is due to be filled for approval with US and European regulators next year.
So a reference app for carers, and one that's intended for use by medical professionals as a teaching tool, could provide Lilly with a useful branding opportunity.
Its repeat use will be aided by the app's facility to store the location and expiration dates of Lilly Glucagon Emergency Kits, meaning that while it lacks the overt commerciality of Pfizer's Lipitor app, it is an rare example of a branded pharma app for the public.
An Android version of the app is not yet available, but given that Lilly says it sought input on the app's development from healthcare providers and people with diabetes, it seems likely will be launched shortly. Lilly's only other mobile app to date, the Clinical Trial Resource app, has previously taken a multi-platform approach.