BioPharma marketing on digital devices is replacing more traditional forms of media advertising. Digital devices are increasing popularity and for many consumers are the primary gateway to all the Internet has to offer, including disease information. Research shows that people use different devices to seek information on different diseases; it appears the platform matters. Young people generally seek information on bipolar disorder on a mobile device whereas older people seek information on cancer and weight loss on a PC. Bipolar patients tend to be in their 20s and 30s, phone apps are the best way to reach this population. Cancer patients tend to be middle aged and older; these folks do not use mobile apps nearly as much as they use their trusty PC.
As the use of mobile devices supplants computer use agencies are careful to determine just what advertising will be most effective in reaching mobile users. Agencies conduct surveys to understand which diseases or health conditions are most viewed by mobile users. The results of these surveys are updated generally on a monthly basis. They give an idea of the health conditions that gather maximum interest in mobile users.
Quality pharma mobile marketing is accomplished by:
- Creating appropriate content and partnering with an appropriate mobile advertising network: There are plenty of health destinations on the Internet so creating appropriate content is necessary. Companies should choose mobile partners who can offer unique access to mobile apps and sites that are appropriate for their brand
- Specialty Targeting: Companies must choose a mobile partner who knows the best methods for specialty targeting. For example, a mobile partner should reach cardiologists to promote an app for heart disease patients.
- Creativity: Creativity is the key to producing successful content in order to enjoy wide viewership.
- Balancing requirements: Last but not least, balancing all the aspects of marketing is necessary. The content should be unique and creative but also contain all the vital information. The marketing message should be strong, adequate research must be done and a good response mechanisms must also be included and well planned.
Pharma Companies must focus on mobile marketing because this is the era of digitization. Today almost every individual has internet access at their fingertips so understanding the channel is very important. The last factor to consider is that mobile marketing can only realize its full potential if companies choose an intelligent mobile partner.