Pharma?s Huge Threat (and Opportunity): mRx

It was only a matter of time before healthcare providers would start prescribing mHealth apps as soon as they proved to be as or more effective than prescription drugs. Happtique, a mobile health application store and app management solution startup will launch a trial of mRx. They claim this is the first program to enable doctors to prescribe mHealth apps to patients. mHealth pioneers are calling it an "app formulary" that complements (and competes) with a traditional drug formulary (i.e., the list of approved drugs a clinician can prescribe).

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