Apparently it won’t be long before our doctors begin prescribing mobile apps to us. This will compete with (and complement) the pharma industry. The first apps are being tested with heart conditions and diabetes now. There’s a great article in Forbes in which a mobile IT executive and a research executive from the drug business debate the issue. They already have anecdotal evidence that the use of the apps improves health outcomes. As a culture, we are all about downloading the next app and sharing the best apps with our friends. As with all changes, the pharma industry is not exactly embracing this innovation, but if they don’t, they may be left in the dust.