Healthcare professionals today are rapidly gravitating towards the use of tablet and smartphone technology. Research shows that 43% of doctors are using mobile platforms for clinical purposes. With the digital world quickly advancing where more and more healthcare professionals are incorporating mobile devices into their daily, professional routine, it has never been more important for pharmaceutical companies to keep up. To successfully market your products through mobile platforms, we’re sharing four “best practices” to incorporate into your mobile strategy.
- Useful or useless? Mobile-friendly design is a must.
It’s easy to have your website appear on a mobile platform, but if your mobile site isn’t user-friendly it won’t work effectively. What do we mean by that? Usability is paramount for both you and your visitors. Squeezing a full-sized website down to a small mobile screen makes the website mostly unusable. Sure, visitors can navigate the site but content is hard to read, buttons are small, forms are aggravating and the user ends up leaving, with both party’s goals unachieved.
There are two routes to take to assure everyone wins:
1. Implement responsive design
2. Design a dedicated mobile site
When your goal is to share information with your audience, a responsive design works well for that web presence. Responsive design is achieved through coding that automatically reconfigures a full-sized website layout and content to be optimized for delivery on mobile devices, such as smartphones and tablets.
Alternatively, for websites that are task-oriented, such as an online store, a dedicated mobile version of your website will work best. Dedicated mobile sites provide content and task functions in sizes and layouts 100% optimized for smaller screens and typically reduce the amount of information that’s available on the full desktop site.
Incorporating one of these two methods will ensure that your users have an easy transition from desktop to mobile.
- Is your brand “APPealing”?
The popular saying goes, “There’s an app for that.” The truth is, there really is a mobile application for almost everything today, and there’s good reason why. Having access at your fingertips makes tasks, such as product research, purchase transactions and patient education, easy to accomplish.
Interestingly, studies show that there’s a higher use of apps for tasks that have a desktop web equivalent. Why, you might ask? Compared to a mobile website, apps take better advantage of device capabilities and accommodate additional features much better, such as push messaging.
An example of an app revolutionizing the healthcare world today is Drug Reference for Healthcare Professionals. Providing healthcare professionals with comprehensive drug reference information in a quick-access mobile format allows them to find critical drug prescribing information, including dosing, drug interactions, adverse reactions, warnings and precautions. The app’s entire database installs directly onto a mobile phone, and can be used without requiring an internet connection.
Are you hesitant to move towards app development because of the associated costs? A current trend might ease your apprehension. Programmers are able to use HTML5 web programming technology to create apps and reduce the cost and time needed for development, also simplifying cross platform deployment.
- Sales team – armed and ready. Take advantage of e-Presentation tools!
Marketing teams spend endless hours working on sales materials, making sure brochures, videos and PowerPoint presentations are up-to-date and accurate. Wouldn’t it be convenient if there were a way to manage content on the backend, ensuring there are no more outdated PDFs influencing doctors’ purchasing decisions? Luckily, that vision is now a reality with the various e-Presentation tools and Content Management Systems (CMS) in existence. Even more appealing, the marketing team can track the use of materials in the field and make changes if there are certain items that don’t appear to be useful.
These tools translate well to mobile marketing, making sure the whole team has exactly what they need loaded on their tablet or smartphone when they’re ready to speak with a prospective customer.
- Keep your team on common ground.
We’ve all experienced the situation where you need to work on an important file, but the format is out of sorts. You’re working on a PC and your coworker is working on a Mac. None of the columns line up and images can no longer be found. Working on different platforms has always been complicated. The same goes for mobile.
When arming your team with the various tools they need to get the job done, make sure everyone is working on the same platform. Ideally, the platform you use would be in line with that of your target audience. Say you’re targeting nurses and they adapt more to the use of Android devices vs. Apple, it would simplify things if your team used Android devices as well. This also helps tremendously with streamlining organization IT support and peer-to-peer support.
Overall, translating your digital presence to mobile is not an easy task to tackle, but it is an effectiveone if you keep these practices in mind. As healthcare professionals continue to move towards utilizing tablet and smartphone technology, it may be time your brand considers a mobile presence.