Comprehensive Mobile Health Activities Drive Usage Rates and Impact
Mobile health’s impact on the pharmaceutical industry has been steadily increasing in recent years. Since 2008, the search volume percentage of “mobile health” new mentions on Google has increased from approximately 40% to more than 80% in 2012. The emergence of mHealth initiatives  offers the life sciences industry a wealth of opportunities to reach out to stakeholders ranging from patients and caregivers to physicians and pharmacists.
A new study published by Cutting Edge Information, called “Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence,” found that pharmaceutical and medical device companies better connect with their target audiences through multi-channel, comprehensive mobile strategies. Ultimately, top-performing mobile strategies are based on platforms that are most compatible with corporate goals, and that are most accessible by target audiences.
“Companies need to dispel one-size-fits-all approaches when developing comprehensive mobile strategies,” explains senior research analyst Michelle Vitko. “Mobile channel usage affects value levels for target audiences. Drug and device companies need to understand each initiative’s value to develop successful and comprehensive mobile and digital marketing strategies .”
As companies look to influence patient adherence via mHealth, many turn to gamification platforms. Surveyed marketing executives at Top 20 and small pharmaceutical companies suggest that they are considering rewards-based adherence initiatives to impact users’ habits. In fact, these initiatives may be more effective than information or entertainment-based adherence initiatives. However, the best outcome will be the strategy that meets target user needs while reinforcing the company’s objectives.
“Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence” (http://www.cuttingedgeinfo.com/research/marketing/mobile-health/ ) explores the burgeoning mHealth marketplace through 10 real world mobile initiative case studies. The research also benchmarks mobile health structures, mobile centers of excellence and mHealth development best practices. Use this report to:
For more information about mobile health and digital pharmaceutical marketing, contact Cassie Demeter at 919-403-6583.