UBM Medica, part of United Business Media Plc, US, has launched an iPhone Application for SearchMedica, a search engine designed for medical professionals.
With the SearchMedica application, users can expect to access the most recent, relevant and authoritative information, approved by a board of specialist physicians, in any of 11 specialty channels. According to the company, users can also target searches to journal articles, evidence-based content, guidelines, trials or patient information and locate frequently searched topics with the Recent Searches option. Additionally, they can expect to quickly load content in a format designed specifically for the iPhone, and easily view search results with automatic rotation to landscape and portrait viewing.
SearchMedica.com indexes only authoritative medical information, approved for inclusion by medical editors and physician editorial board. Medical professionals are claimed to receive more relevant, smaller set of search results from SearchMedica than mainstream engines, which are said to contain consumer-oriented, paid testimonial and other types of unreliable information. Since SearchMedica is advertiser supported, medical professionals pay nothing to use the specialty search engine. The results are claimed to be independent and unbiased, containing well-known, credible journals, peer-reviewed research, and evidence-based articles written for practicing healthcare professionals. The SearchMedica iPhone app is available at http://www.searchmedica.com/tools/iphone.html.
The use of handheld devices such as the iPhone is seen to be booming among practice clinicians and medical students. Nearly two-thirds of physicians currently use smartphones and that number is projected to increase to 81 percent by 2012, according to a recent report by Manhattan Research (2010 ‘Future of Physician Media’). Additionally, 95 percent of physicians using smartphones download medical reference applications and access reference materials from their mobile devices more frequently than those using desktops or laptops (2010 Mobile & Social Media Study: Physicians' View of Emerging Technologies).
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