Aptus Consultants

It has developed an app, called FastAid, which acts as a virtual first-aid kit. It features a range of information about GSK products such as Beechams Cold & Flu and NiQuitin, alongside a Google Map showing pharmacies where they can be bought. It also shows the locations of hospitals for emergencies.

If approved by GSK’s internal regulatory team, the app – the development of which was led by Kavita Sud in GSK’s consumer marketing team with ad agency Ogilvy – will be sent to industry trade body the PAGB for final approval.

James Keady, senior digital manager for GSK’s consumer healthcare division, said it was vital to offer consumers a useful service.

“We’re investigating where mobile and our consumer brands can work together,” he said. “We’re looking into how mobile applications can add value and interactivity as opposed to traditional push communications.”

He added that, if approved, vouchers, incentives and exclusive offers were likely to be added to the app to increase its usage.

Lucy Rochford, ad services manager for the PAGB, said approval for the app should be straightforward and ruled out developing any new regulations for the format.

“We allow online advertising of over-the-counter products to consumers,” she said. “Mobile apps aren’t treated separately in our code because the same rules apply for all media: print, TV, online or mobile.”

The news comes as the drug industry puts increasing pressure on US regulator the Food and Drug Administration (FDA) to relax its rules surrounding online advertising.