Mobile Behavior: an Omnicom Group Company

Remember that slick new application that NPR released for the iPhone? While most of us were probably using it at home, comfortably sipping on tea, one doctor used it to save a woman's life.

Tanya Gill, a Chicago art instructor, collapsed while shopping, and word went out to her family members that she had been rushed to the hospital. Her brother, Dr. Joe Hastings, told his wife about his sister's illness, who commented that it sounded like a story she heard about stroke treatment on NPR. Hastings accessed the story on the NPR app and e-mailed it to the rest of the family. He then contacted the doctors treating Gill and urged them to utilize the drug, tPA, mentioned in the story.

When a technology is fully adopted, its purpose evolves and can find a position in the most unlikely of situations. In this case we see Dr. Joe Hastings relying on an "outboard brain" to remember the words of the NPR story. Through mobile technology he was then able to access the article and share it via email with his family while on location. Information was allowed to flow quickly and freely leading to a life spared.

[via tuaw]