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6 Mobile Marketing “Must Haves” - Part 2

Chris Nelson

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Continued from 6 Mobile marketing "must haves" - Part 1

Mobile marketing #4: Integrate mobile codes into offline efforts

We know that consumers and health care professionals own mobile devices and lookup health care information on them. They carry them with them wherever they go; logically, they have them as they see and interact with your offline marketing efforts. Integrating mobile in to your offline efforts is key to maximizing the impact of multichannel marketing touch points.

A “must have” idea for 2012 plans may be to integrate QR codes (be sure to scan the QR code above with your reader) and SMS short codes into your offline materials and messaging. QR codes are particularly robust and can do everything from dialing a phone number to pulling up a Web address, connecting the offline world to the digital one. Here are a few places you could add codes:

oIn-office materials, brochures, patient starter kits oEvent-based marketing signage and other materials oProduct discounts/coupons and offers

oPrint advertisements in magazines and newspapers

If you’d like to learn more about QR codes, check out our previous article that goes much more in-depth, Unlocking the potential of the QR code.

Mobile marketing #5: Take advantage of features that are inherently mobile

Most likely, many of your desktop tools, such as doctor locators or discussion guides, were not built with the mobile user in mind. It is important to understand that there are unique functionality and mobile behaviors that you can take advantage of to maximize the mobile user’s experience.

It may be a good idea to plan on optimizing digital offerings to take advantage of these unique mobile phone functions and behaviors. Here are a few examples to help kick-start your brainstorming:

Geographic location

Modern smartphones provide the ability to determine the user’s exact geographic location via the Global Positioning System (GPS). The GPS location could be leveraged to give your visitors geographically relevant information. For example, if a mobile user visits your website to find doctors near them, you could display specialists within a 15-mile radius of their current location without even asking for a zip code.

Optimized site search

Mobile users love search suggestions. It can save lots of time by alleviating the need to type out their entire query manually. Consider modifying your site search tool to implement suggestions, and keep in mind mobile users may use abbreviations or shorthand, so content may need additional tagging to ensure the most relevant results are returned.

Integrating contact and calendar entries

While not exclusively unique to mobile, it is possible to seamlessly create new contacts and calendar events. This could be extremely helpful if there are any tools, patient programs, content or reminders featuring contact information or timed-based events.

Add to home screen (iOS only)

On iOS devices (iPhone, iPod Touch and iPad), users have the ability to essentially “favorite” a Web page as an app. This “app” then appears on their home screen. This could be extremely helpful for pages or tools that users return to frequently on mobile (e.g., dosing calculators, health trackers, and other tools).

Camera

“The best camera is the one you have with you.” (Chase Jarvis) Mobile users have cameras available at their fingertips at all times. Is this something you could leverage? There are many uses a camera could provide such as image recognition, QR codes, augmented reality, uploading photos to social sites/contests,video chat, scanning documents and image editing.

Remember, It’s a phone

Oddly enough, one of the most overlooked features is that it is a phone! Remember users can make calls on them too!

Mobile marketing #6: Ensure your email campaigns are mobile-optimized

According to Litmus Email Analytics, in March 2011 approximately 9% of email campaigns were now being opened on mobile devices (up to as much as 30% in some niche audiences). By some accounts, this number is underestimated, but by all accounts, this number is expected to grow. However, most commercial emails that pharmaceutical brands send are not mobile-optimized.

Plan to review your current email and planned campaigns to ensure proper formatting. Some high-level design considerations to keep in mind are:

  • Design with “the thumb” in mind
    • Clear calls-to-action that are easily spotted oEnsure links and buttons are “thumb navigation” friendly
  • Use a thin, single column design
  • Get to the point — brief, direct content
  • Use larger fonts
  • Consider shorter subject lines
  • Keep user experience in mind
    • Post-click actions should be optimized (see “must haves” 1 & 3)

Related links:

 6 Mobile marketing "must haves" for 2012 planning

 6 Mobile marketing "must haves" - Part 1

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