Pfizer has a drug in the market called Chantix (Vareniciline) which is used as a smoking cessation aid. It works through blocking the effect of nicotine on the brain. However, to supplement it they have introduced a free app called Plan Q. This application won the CIO 100 award and is a unique companion app for their drug. If this continues, then each drug maker will start making an app for their drug.
The app gives you interesting quotes, encouragement and tracks your smoking behavior. Watch for more such applications by Pharma companies. Since many people use phones worldwide, the use of mobile phone technology makes obvious sense to pharmaceutical companies.