AstraZeneca signs Vodafone contract
pharmafile | March 20, 2014 | News story | Medical Communications, Sales and Marketing | AstraZeneca, cardiovascular, mhealth, vodaphone
AstraZeneca has signed up with phone operator Vodafone to provide mobile health (mHealth) services for patients suffering from cardiovascular issues.
The global partnership aims to create new mobile and internet-based services to support patients, focussing on issues such as adherence to their medicines and changes in lifestyle which could improve their health.
This deal taps into a burgeoning market in healthcare which chimes with major trends – such as treating patients in their own homes – and is often billed as a form of empowerment for sufferers from long-term conditions.
As technology develops and international uptake of personal mobile phones and tablets expands, mHealth is seen as an area in which pharma and health authorities may collaborate to prevent drug wastage and improve health outcomes.
“It is really exciting to see the progress being made in this area,” says Andy Jones, vice president, pharmaceutical innovation at AstraZeneca.
“This work is an excellent example of collaboration between AstraZeneca and Vodafone. Together we believe we are delivering something that will bring real benefit to patients in this important therapeutic area,” he adds.
The idea is that doctors will be able to recommend these mHealth services, giving patients access to personalised educational material which will support the changes they make and track their progress.
AstraZeneca’s Intelligent Pharmaceutical Group, part of Global Medicines Development, will lead the project, working with the manufacturer’s various in-country marketing teams.
Conscious of differing regulatory regimes and different care practices across the world, the new mobile services will be adapted for each environment in which they operate, the companies insist.
Vodafone’s remit will be, essentially, to make sure the hardware works: it will provide the technology and infrastructure for these services – but will also have a crucial role to play in data capture.
Taking information from a variety of sources as the new services begin will help “improve overall engagement between patients and their healthcare professionals”, Vodafone says.
“Bringing together the best in connectivity with the best in treatment and education will create powerful and compelling outcomes for patients,” added Erik Brenneis, Vodafone director for machine to machine.
Adam Hill
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