Over 100 million Americans per year visit health-related websites such as WebMD, FamilyDoctor.org, and CNN Health looking for health information. In addition there are thousands of health community-based sites. These sites are emerging as trusted sources of information for patients and caregivers. They also offer opportunities for mobile health firms to interact with community members and spread their marketing message.
This article illustrates how Roche Diagnostics, maker of Accu-Chek insulin pumps and blood glucose testing devices, engages in Diabetes community sites. While opportunities exist to engage patients and caregivers in these specialty health related sites, the right strategy and approach is required. Jim Lefevere, Director of Global Marketing for Roche Diagnostics explains that a self-serving approach doesn’t work You must provide educational information of value that helps people live better, healthier lives.
To offer trusted content and add value to the community means understanding the patient’s journey, from symptom,diagnosis, treatment, use, and renewal. Every mobile health app will follow a similar journey, but with different milestones along the treatment path. Your content must be relevant to patients along each step of the journey to establish credibility and build trust with your solution.
Participating and engaging on health-related community sites is one tactic to build relationships with potential users of your mobile health apps and get on the radar of healthcare industry influencers and thought leaders. While this can reap multiple marketing benefits, this tactic does require a sound content marketing strategy.
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