I’ve been a slave to the medical industry for over 5 years now. I’ve worked for the top gastroenterologists, cardiologists, psychiatrists, and a variety of surgeons. I’ve even dated one. And what have I learned? They REQUIRE efficiency and what is more efficient than having all of your needs at your fingertips.

 The doctor’s bag, once a briefcase full of gadgets for on the go, has transformed into one device that fits into the palm of your hand and can be carried in your pocket. The iWorld has allowed for Medicine to go Mobile.

 So what are docs loading onto their iPhones? Let’s start with the essentials:

1.  Epocrates. A free medical app that features many useful on-the-go references for physicians who are on-call, away from a computer, or simply in need of immediate information. This app features a search option that allows your doctor to look up labs, conditions and medications. It even provides images of diseases and allows for docs to quickly search for medication interactions. This is not to say that any Old Joe should download this app and self-medicate. No, you need to know you’re profession in order to make use of this app. It’s a reference for trained physicians, not a “How to Be a Doctor for Dummies” manual.

1. Another favorite is WebMD Mobile. This application has excellent graphics and allows physicians to search symptoms and treatments. (Yes… even Doctors use WebMD!)
2. Medscape (from WebMD) is a sister app that is just for looking up medications and their interactions. This app is similar to the feature already available in Epocrates.
3. A slightly difference type of app is MedCalc, which gives docs quick and easy access to medical formulas.

1. Even more exciting are applications like AllScripts Remote which allow docs to log in to their professional schedules and electronic medical records in order to reference patients on the go, for instance, if they are on call and need to step out from dinner to take a patient emergency call.
2. PubMed On Tap (which also has a free Lite version) allows the educated physician to delve deeper into the realm of science and search medical journal publications to gain new scientific knowledge (and hopefully gain new insight on the not-so-common conditions)

 So what does the mobile medicine market mean for physicians? Easier access to the information they need right on hand. It allows for more quick, efficient decision making and ultimately better care for you.

 Medical apps will definitely allow for more effective medical care because lets face it, most docs have ditched their pagers and subscribed to the iWorld… but even with faster tools for medical care, I doubt you will be waiting any less time in the waiting room for your physician. If anything, they’ll use the extra time to catch up on SportsCenter or NPR while they finish their lunch.

In our last article, we talk about Schiau studios and their use of publicity stunts to gain promotion for their app and generate sales. There’s an old adage in PR that says "any press is good press".

Or is it?

Take Pepsi for example. Pepsi’s energy drink Amp takes an approach to marketing that is reminiscent  of Axe Deodorant in its hayday. Targeted primarily to men, er, "guys", their marketing message is full of extreme sports, hot girls, and rock music. The target demographic that this appeals to is a younger male audience, mid teens to early 20′s still living in a hormone driven haze where "hooking up" with the opposite sex ranks high on their daily priority list.

Um… is that one on the right a  guy with a wig on?

Enter the iPhone.

As the newest and if I might say, sexiest way to get your brand message out these days, it’s no surprise that Pepsi and Amp decided to jump on the bandwagon and launch an app of their own.  Grab the creative agency, brainstorm around the table for a few hours while hyped up on their own product, and the "Amp Up Before You Score" app is born.

The Premise: an app to help you hook up, complete with pickup lines and a how-to guide.

The Execution: Not only did Pepsi create an app that asks you to sterotype women into one of 24 categories including but not limited to "Cougar", "Princess" and, um… "Married" (lets hear it for Pepsi family values… I’d like to also mention that PepsiCo’s mission statement includes the following line: "in everything we do, we strive for honesty, fairness and integrity.").  The app then gives you a handy way to keep track of all the women you have ‘scored’ with and finally, my favorite… a way to brag about it to your buddies. In fact – the social mavens that they are – you can brag about it via Twitter, Facebook or Email! Now the whole world can know how misogynist you really are.

While I disagree with the execution – I understand that they are trying to speak to a very specific target that will frankly get the albiet misguided humor in this. The problem comes when we look at the target they are trying to reach, and the demographics of the typical iPhone user. They started out right – 75% of iPhone users are male, however according to Neilson, only 13% of users fall into Amp’s prime target age of 18-24. You can boost the percentage to 18% if you drop the age as low as 13. Add to that a society that is highly charged with conservative religous values, and you have a PR disaster on your hands. 

Calls have been coming in from all sides that Pepsi should pull what is being called "offensive", "sexist" and

Amp’s twitter site on October 12th posted this appology: "Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it’s in bad taste & appreciate your feedback. #pepsifail"

The creation of this hashtag on Twiter has created a forum for tweeters to sound off about the app – both in the positive and the negative…. and it seems like consumers either love it or hate it.

So lets hear it readers – #pepsifail or #pepsiwin? IS all press good press or do brands have a social responseibility to live up to? Do you think this was created purposefully to stir up controversy?

I would have to say it was on purpose. Why? Because the app is still live in the app store. Who apologizes in earnest and then keeps doing what they were apologizing for?

Yesterday, AT&T announced that iPhone users could finally make VoIP calls over their 3G network, not just over WiFi.  I can call my friends using my Skype app – and it will only cost me airtime!  Or better yet, I can call my friends abroad and pay Skype’s long distance fees (MUCH cheaper!) vs. AT&T’s fees.  Love it.  Really, it’s all about me. But wait, this story turns out to be bigger than me. 

At the heart of it – it’s really about Apple vs Google. In July, we all remember the big controversy surrounding Apple "rejecting" the Google voice app from the iTunes store. Apple said, "The application has not been approved because, as submitted for review, it appears to alter the iPhone’s distinctive user experience by replacing the iPhone’s core mobile telephone functionality and Apple user interface with its own user interface for telephone calls, text messaging and voicemail."   And then in August Google CEO Eric Schmidt resigns from the Apple Board.   Hhmmmm…  Let’s face it, this is war.

Yesterday Verizon announced that they are teaming up with Google to bring a bunch of Android based devices to the #1 carrier in the country.  Plus Google is already working with T-Mobile and Sprint.  Rut rho for AT&T and Apple. As of now, Apple has one device on one network in the US – and Google is working with the other 3 major carriers.  Can Apple really compete against Google? So was AT&T’s announcement yesterday that they reversed their policy and will allow VoIP over the 3G network just a stab in the back to Google?  Sure seems to be. Look, I love Apple.  I have 3 Macs at home, 4 iPods, and even my kids have an iPod Touch so they can play games and be like Mommy & Daddy.  But I can’t stand the reception I get on my AT&T iPhone.  I’d love to switch to Verizon, but I can’t stand their hand-sets.  I’m hoping the iPhone will go to other carriers.  But I have a feeling that Google may not let that happen…..

Its not a new concept that major brands have been launching their own branded iPhone apps as marketing tools and new ways for customers to interact. Beth Snyder Bulik at the Silicon Valley Insider has a great post showing some of my favorite winners and losers here.

Today Starbucks announced the release of its second iPhone app, the “Starbucks Mobile Card” app – and I’m here to shout it from the rooftops - this is one of the best uses of mobile technology in the US marketplace today.

Lets take a quick look at some of the features available on the Starbucks Mobile Card app:

1. Check your Starbucks Card balance. While this one is a no-brainer, anyone who has a gift card knows how frustrating it is to use it a few times and suddenly have no idea how much money is left on it. Most gift cards generally have a toll-free number on the back, however its a time consuming process that requires you to type in card number via touch-tone every time you need to check. With the Starbucks Mobile Card app, simply do it once, and the information is constantly at your fingertips.

Fill-Er-Up!

2. Reload Your Starbucks Card: No need to be in a Starbucks store anymore to get this done – simply use any major credit card and your account is fulled back up with coffee buying purchasing power. As a brilliant marketing ploy to get consumers to start using this – Starbucks is offering a $5 bonus credit to anyone who adds more then $25 through the app the first time.

3. (And here’s where it gets interesting): Pay with your iPhone. Yeah – that’s right – at 16 test store locations, you can now use your iPhone to create a 2D barcode (looks like they are using the QR code format) that is scan-able at the store register. It makes sense that this is a limited trial – each store had to be equipped with a special scanner that is able to read the unique code off of the phone. If this is a success – its not hard to see every major brand in the country that uses gift cards coming around to implement applications like this in the near future.

Changing the way you get your fix

As a general question to Apple and the iPhone development teams.. I still wonder why the integration of RFID for contactless payment systems has not been integrated into the iPhone as of yet. It would allow consumers to store their credit card information into their phones (securely) and with a wave of your phone over a special scanner, make a payment without ever getting the plastic out of your wallet.

Current the 16 stores testing the mobile payment trial are these:

• 20520 Stevens Creek Blvd: 20520A Stevens Creek Blvd, Cupertino, CA 95014
• 5180 Stevens Creek Blvd: 5180 A Stevens Creek Blvd, San Jose, CA 95129
• Mountain View: 1037-C El Monte Ave, Mountain View, CA 94040
• Shoreline & Pear: 1380 Pear Avenue, Mountain View, CA 94043
• Castro @ High School: 750 Castro St, Mountain View, CA 94041
• Miramonte & Cuesta: 809A Cuesta Blvd, Mountain View, CA 94040
• Charleston & Independence: 2410 Charleston Avenue, Mountain View, CA 94043
• 1687 Hollenbeck Ave.: 1685-87 Hollenbeck Road, Sunnyvale, CA 94087
• Key Tower: 700 5th Ave, Seattle, WA 98104
• Columbia Center: 701 Fifth Avenue, Seattle, WA 98104
• 1st Interstate / Wells Fargo: 999 Third Avenue, Seattle, WA 98104
• 40th Floor Columbia Tower: 701 5th Avenue, Seattle, WA 98104
• 7th & Stewart: 1700 Seventh Ave, Seattle, WA 98101
• 7th & Pike: 1524 7th Ave, Seattle, WA 98101
• University Village II: 2650 NE 49th St, Seattle, WA 98105
• Madison Park: 4000 East Madison Ave, Seattle, WA 98112

Currently there has been no word on if Apple takes any percentage of the sale, though I find it hard to believe that Starbucks would agree to that. Then again – it is Apple we are talking about here. Traditionally in-app-purchase has been limited to paid applications (the Starbucks app is free), but utilize the iTunes billing mechanism that this app seems to circumvent.