CARY, N.C., Feb. 17, 2011 /PRNewswire/ -- Reflecting increased reliance on iPhones, iPads and other "smart" devices, two leaders in the field of pharmaceutical marketing have teamed up to develop new ways to deliver healthcare information to an audience of physicians, patients and caregivers.  

The companies - MicroMass Communications, Inc., a leader in behavioral marketing in the healthcare industry, and Convertem, an innovator in mobile marketing platforms - have already worked together on iPad applications that are used by pharmaceutical sales reps to train and enlist physicians on new treatments.  

"Pharmaceutical marketers are looking for effective mobile technology that can reach patients and physicians where they live and work," said Jeff Burkel, Chief Operating Officer for MicroMass, who added that much of the success in achieving positive health outcomes is connected to using the right strategy to get the right information to the right person at the right time. "We knew that mobile was the way to go, and we chose Convertem because of their experience with marketing, security and regulatory concerns in the pharmaceutical industry."

Calling their new venture "mHealth," the two companies are involved in discussions with several other brands regarding patient support applications. "The idea," Burkel explained, "is to allow marketers to use the science of motivation, adopting the kind of technology that reaches patients and physicians immediately, wherever they are."

According to Dwayne Williams, Convertem's CTO, the alliance will provide marketers with a single source for strategy, content, design and technological implementation. "It's a win-win situation for everyone involved," he said.  "MicroMass knows how to communicate with patients and physicians.  We, on the other hand, know how to reach those audiences by developing integrated mobile platforms, incorporating data from mobile apps, text and ema