Friday, January 13, 2012

Two Mobile Paths for Pharma

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Guest post author: R.J. Lewis, Founder & CEO of eHealthcare Solutions (EHS)

As pharmaceutical marketers look to integrate mobile into their marketing plans, they are evaluating two options: to build mobile apps themselves or to align with existing apps that already reach their target audience in a positive way. That decision lies in what the marketer is trying to achieve.

For brands whose patient audience would benefit from information or data-capture on their cell phones, then building an app to meet those needs might be a wise investment. However, the value proposition being offered in exchange for that consumer data must be compelling enough to motivate data input. A great brand can and should be seen as presenting a positive solution for meeting a customer’s need; however, if that value-position is in the product itself and not in the mobile offering the product is considering, then the brand should consider the more moderate approach of advertising on existing applications that have already established popularity among the right target audience. There is value in aligning their great product brand with that of a great mobile app brand that already has customer trust and loyalty. Both of these paths, when executed well, deliver messages to the right audiences in a relatively uncluttered environment when the person is in the right mindset to appreciate a relevant message.

These “build” vs. “buy (advertising)” approaches vary in other ways as well. Because data defines the mobile audience, advertisers can more accurately target their message and achieve larger scale when buying. Large scale can be obtained when building as well, but it is a much slower process. There are far fewer privacy concerns when buying advertising because no personal audience information is being shared directly with the advertiser. The availability of anonymous targeting data helps improve the quality of the connection to each user. It’s a win-win-win situation for the brand, the mobile app, and the consumer when brands have a relevant value-proposition and message for the target audience.

RJ Lewis will be presenting "Trends & Technologies to Watch in 2012 & Beyond" at the 2012 ePharma Summit.  For more information on his presentation and the rest of the agenda, download the brochure here.  And, as a reader of this blog, mention code XP1706BLOG to receive 10% off the current rate when you register to join us this February!

About the author: R.J. Lewis has worked in the pharmaceutical industry for his entire career. He is the Founder & CEO of eHealthcare Solutions (EHS), the leading solutions-focused premium advertising network serving both advertisers and publishers in the digital healthcare marketplace. Our exclusive representation of more than 75 top-quality digital partners helps us deliver high-value exposures to and engagement with target audiences across the many niches of healthcare, including physicians, other HCPs, patients, and caregivers. We leverage our pharmaceutical, marketing, media, and digital expertise in strategic partnership with our marketing clients to deliver effective, custom solutions for their brands. EHS delivers proven results for both advertisers and publishers.
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