Mobile marketing is growing fast but where is pharma ?

About the Author

Richard Meyer is a passionate Internet DTC marketer with over 15 years of progressive experience in consumer marketing who`s worked on top pharmaceutical brands like Cialis, Prozac and Sarafem, as well as two years with Medtronic Diabetes. He is currently consulting for his own company, Online Strategic Solutions, and writes a DTC column for PM 360 magazine and blogs for Eye for Pharma in addition to his own blog, World of DTC Marketing.

Nearly one-half of iPhone users, as well as 30% of iPod touch users, have made a health-related inquiry on their device, based on data from mobile ad network Greystripe. A majority of those who do use their device for health inquiries also have a health-related application installed. With projected growth in mobile application marketing to be in double digits and traditional DTC marketing channels becoming less effective it’s time to make the leap.

Express scripts announced today that they are going to be testing an electronic pill dispenser to remind patients to take their medications. While this might seem like a drastic step marketers and pharmacies have to try a lot of programs to get patients to take their medications, especially when it’s for conditions like diabetes and high blood pressure.

Smart phones, like Apple’s iPhone, are becoming more popular and a recent article in the WSJ even suggested that people are using smart phones more for the applications than as a mobile phone. It seems to reason as the new smart phone applications are getting better and more intuitive every month. There are applications to help you find a parking space, restaurant and even a physician when you’re on the road.

Why hasn’t pharma really jumped on the application band wagon yet ? Probably the biggest reason is that procurement makes choosing a good vendor really difficult. Once you choose a vendor you’re going to need to establish a relationship with that vendor to ensure your application stays up to date and is in compliance.

The second reason is the lack of understanding how a mobile application can meet brand objectives. It requires a strategy and more importantly and understanding of what patients/users value and want to download. All too often marketers only think: how can this lead to new Rx’s ? They just don’t get engagement.

Finally there is cost. You can’t let the budget limit the strategy you have to have the strategy drive the budget. In talking with an application service provider yesterday he said that he was amazed at how many drug companies have said “what can we do for say $80,000?” This application is a reflection of your brand and company and you don’t want to skimp on this important brand touchpoint.

Mobile health applications are a great way to reach consumers but more importantly it’s a great way to engage mobile consumers with information that could finally start to reestablish trust with consumers and patients. The key is going to be to take off the marketers hats and ask yourself “why would I, as a consumers, want to download this application and what’s the value to me?”

Physicians are also using smart phones. According to a new Manhattan Research report called “Physicians in 2012: The Outlook for On Demand, Mobile, and Social Digital Media,” 64% of U.S. physicians currently own smartphones and that number is expected to increase to 81% penetration in 2012. Also, according to the same study, the group of physicians who use smartphones increased by 20% last year over the previous year.

Greystripe is a great mobile applications platform