Mobile Killed The Video Star: Digital Marketing in Healthcare
A recent article in AdAge on How Nation’s Top 200 Marketers Are Honing Digital Strategies reveals that Healthcare Marketing is one of the fastest growing disciplines in the US landscape. Five out of the top ten fastest-growing spenders in ad spending were pharmaceutical firms. In an attempt to increase their reach and appeal to younger customers, the shift to digital media is continuously making TV and old-school marketing channels irrelevant. Targeted digital marketing where direct-to-consumer is king, has seen cases where ROI on advertising spend has nearly doubled. So why has the case for digital become a pressing concern for digital marketers and agencies alike?
The sudden digital evolution in healthcare practice that has physicians and patients shifting to mobile solutions challenges pharmaceutical firms to keep up with the digital lifestyles of its consumers. Pharma marketers are quickly learning that simply providing mobile solutions is not enough. Effective pharma-marketing campaigns are successful in creating a digital experience that recognizes the dimension of the patient-decision making model. Optimizing mobile capabilities stands to be beneficial to enhancing patient engagement and thus adherence rates by extension, according to a whitepaper released by PharmaVOICE on Mobile Technology and Increasing Patient Engagement.
As both patients and their physicians go mobile, the way that information is distributed changes the way patients are accessing information about their conditions and the way they act on it. Patient education is a primary way to activate patient engagement and capitalizing on the rise of mobile usage to push relevant content is only one of the ways in which this can be achieved. Self Care Catalysts’ own Health Storylines platform has been used to push customized targeted messaging direct to consumer as a means to encourage patient engagement. Utilizing the patient journey, marketers will be able to map specific messages to encourage behavioral changes to better their health outcomes. Opportunities to inspire a better patient-centric decision-making model comes as a result of mixing traditional approaches to adherence with mobile optimization. Going mobile bridges the communication gap between pharma marketers and their customer population with its ability to deliver content to a targeted group immediately.