Medical companies that are still entertaining the notion that business can continue as usual – that somehow the model of collaboration between firms and physicians is enough to foster innovation – are in for a rude awakening. We live in the “mobile information age,” where customers patients aren’t tethered to bulky computers or laptops to do the necessary research on a treatment method that might be suitable for them. All they need to do is need pull out their smart phone or tablet and at the touch of an ap, they have about 75% of the information they have...