Asian Journal of Marketing1819-1924xxxx-xxxxAcademic Journals Inc.10.3923/ajm.2012.1.9SrivastavaRajesh 1201261The use of the mobile Internet has been increasing rapidly. Pharmaceutical industry is beginning to leverage digital to build brand awareness. Pharmaceutical companies can now deliver product message through the usage of mobile directly to doctors. Research was conducted in Mumbai-financial capital in India with large doctors population. Doctors selected were general practitioners and consultants. They were selected at random basis. Objective was to find out the usage among busy doctors and how this tool can be useful to Pharmaceutical companies. Application of mobile marketing can be used as a tool to reach busy doctors .Gender, education, ease of application, type of practice, class of physicians and experience does influence its acceptance and utility of mobile. This study is a first attempt at testing the importance of mobile marketing in healthcare in improving communication between patients and doctors and how Pharmaceutical companies can bridge the gap.]]>Ajzen, I.,199150179211Mahmod, J.A., A.M.A. Ibrahim and R.A. Yousif,20104113130Balasubramanian, S., R.A. Peterson and S.L. Jarvenpaa,200230348361Carlsson, C., K. Hyvonen, J. Puhakainen and P. Walden,20062006Davidson, J., A. Walsh and D. Brown,20002000Davis, F.D., R.P. Bagozzi and P.R. Warshaw,1989359821003Darvishan, A.H., F. Sarabchi and H. Yegane,20087715727Dickinger, A., P. Haghirian and F. Kohlbacher,20042004pp: 130135Dickinger, A., P. Haggirian, J. Murphy and A. Scharl,20042004pp: 3140Egan, D.E. and L.M. Gomez,19851985Francis, L.,19971997pp: 1922Gruber, H.,2001131934Gruber, H. and F. Verboven,200145577588Peter, G.,2005Hong, S.J. and K.Y. Tam,200617162179Hutter, K. and S. Hoffman,201153954Igbaria, M. and J. Iivari,199523587605Igbaria, M.,1992221928Igbaria, M., N. Zinatelli, P. Cragg and A.L.M. Cavaye,199721279305Igbaria, M. and A. Chakrabarti,19909229241Jehangir, M., P.D.D. Dominic and A.G. Downe,2011610631070Kim, H.W., H.C. Chan and Y.P. Chan,200765511525Kim, I.K. and J.W. Lee,20011383101Kristoffersen, S. and F. Ljumgberg,1999212934Kavassalis, P., N. Spyropoulou, D. Drossos, E. Mitrokostas, G. Gikas and A. Hatzistamatiou,200385579Lee, I., J. Kim and J. Kim,200518269292Lerer, L.,200123341 Levin, T. and C. Gordon,198916988 Ma, Q. and L. Liu,2004165972Mehta, J.,2007278283Morris, M.G. and J.M. Turner,200157877901Michael and Salter,20061st Edn.,Nysveen, H., P.E. Pedersen and H. Thorbjornsen,200522247256Ozhan-Dedeoglu, A.,20042143162Rahim, A.M., A.H. Seyal and M.N. Rahman,20003135141Robins, F.,200321370378Seyal, A.H., N.A. Rahman and S.T. Tajuddina,20072007pp: 210221Singley, M.K. and J.R. Anderson,198522403423Stewart, D.W. and P.A. Pavlou,200230376396Srivastava, R.K.,200513542Taylor, S. and P.A. Todd,19956144176US Internet Council and ITTA,2000Venkatesh, V. and F.D. Davis,200046186204Wray, J. and D. Plante,201147585Blackburn, W. and C. De Large,20102010