Digital Health Marketers Struggle With Mobile
How healthy is your mobile marketing?
As a digital health or mobile health firm, you obviously realize that mobile is critical to your marketing success. Many businesses know this, yet their mobile marketing lacks the punch needed to deliver results.
Mobile website traffic and use of mobile devices is increasing- and it will continue to increase. It doesn’t matter if you offer mobile health apps aimed at the end patient, or healthcare IT enterprise software solutions to hospitals and healthcare organizations, your prospects are using smartphones to access information.
What’s the cause of the struggle with mobile?
Many healthcare IT marketers are so focused on the technology solutions they offer and fail to really understand how people use and interact with the technology. While the goal is to offer digital or mobile health solutions, the marketing of the solutions using mobile is a disconnect. Kinda ironic, isn’t it?
Mobile Strategy: Understand How Your Buyers Use Mobile
Your first step is to truly understand how your prospects use mobile. Do they use smartphones for business, personal, or both? Do they access email on mobile? How do they use search on mobile? Are they active on social media sites using mobile devices? If so, which sites?
After you understand how your prospects use mobile, you’ll need to understand how to deliver a user-friendly mobile experience when they visit your website. Many marketers realize, but don’t truly understand that the mobile experience is quite different from the desktop experience.
Key differences are:
Navigation is more difficult on mobile
Screen size is limited
Filling out forms is more challenging
Pages load slower on mobile devices
Apps have bugs or crash
Links that don’t work lead to quicker site abandonment
A “Mobile First” mindset eliminates much of the struggle with digital health mobile marketing.
About Sam Stern
Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.