Wednesday, January 26, 2011

mHealth Revolution – The Future of Digital Marketing Has Arrived

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And it’s faster, easier, and cheaper than you think.

The rules for relating to patients have stayed the same for decades. Educate doctors to pass along information to patients. Use television and print to reach masses of consumers. Build goodwill by sponsoring disease-related events. These traditional marketing channels have lost their audience.

Thanks to the phenomenal adoption of smart phones, digital marketers are now entering a new world of marketing. It may be a bit scary and it’s not the way it’s done before, but it’s time to consider the promise that mHealth holds.
  • Do you want feedback from patients on how well your medications are working?
  • Do you want to help patients become more engaged in managing their health?
  • Do you want to play a larger role in educating patients to become healthier?
  • Do you want to directly connect with patients, all day, every day?
  • Do you want to stop wasting dollars targeting patients that have no need for your drugs?
  • Do you want to help your patients take their medications at the right time, in the right dose?
  • Do you want to boost your image, increase brand awareness, and help patients get better?
If you answered yes to any of these questions - keep reading, but be prepared to change the way you think about digital marketing.

Mobile Health is the window of opportunity in digital marketing. Why? It’s the easiest way to reach consumers. According to Mary Meeker of Morgan Stanley, 42% of the American population had a smart phone in 2009 – despite the recession. In 2014, there will be 1 billion smart phone users worldwide and mobile data traffic will increase by almost 4,000 percent.

Meeker advises companies to take action, “Rapid ramp of mobile internet usage will be a boon to consumers and some companies will likely win big (potentially very big) while many will wonder what just happened.” Smart phones enable always on connections, 1:1 relationship, two-way communications, and push messaging and response. Don’t be left in the dust; take advantage of mobile health benefits such as:
  • Direct connection to patients every day, all day
  • Improved medication compliance
  • Feedback on treatment effectiveness
  • Building goodwill
  • Highly targeted advertising
  • Direct patient communications via tweets
  • Improved customer retention and acquisition
If these aren't enough reasons to consider the benefits of adding mobile health services for your patients, perhaps health care visionaries like, John Mattison, Chief Medical Office at Kaiser Permanente can persuade you, “The new wellness delivery channel for ubiquitous care will be the smart phone, and it will happen sooner than you think.”

The mHealth revolution is happening now, and it’s much easier, and less expensive to join than you think. You don’t have to fund, design and build proprietary applications from scratch. Out-of-the box mHealth solutions from technology companies like RememberItNow! have the platform, infrastructure, services and support already in place. And, it’s available to your users within 30 days. What are you waiting for?

Pamela Swingley
CEO & Founder of RememberItNow!
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