With the growth of mobile devices, healthcare professionals (HCPs) and the general public are accessing and collecting medical information via their smartphones. This increasing demand for medical information has been accompanied by the development of a wide variety of mobile medical apps that are changing the way people think and perform their professional duties. In the pharmaceutical industry, mobile apps are also making a significant contribution by assisting companies improve customer outreach. Morten Kjaer of BaseCon explains why mobile technology can be regarded by pharmaceutical companies as a significant stepping stone to becoming friendly entities, and how it can help them to survive in a highly-competitive environment.