Digital Consortium Meeting Identifies Top Mobile Engagement Approaches, including Unbranded Video, Patient Logbooks & Disease State Information Tools
Mobile tools have become an integral part of digital marketing for the bio-pharmaceutical industry. Health care companies have turned to mobile applications in particular to provide resources, services and critical references for customers.
According to our latest benchmark research:
- Digital marketing teams at 63% of surveyed bio-pharmaceutical and medical devices companies have produced and launched physician-oriented mobile applications
- 59% created and launched patient-oriented apps
- 23% have begun creating mobile apps to engage other key health care customers, such as KOLs and payers
The most successful apps seek to educate doctors and patients, rather than merely promote a company’s products and brands. For instance, many digital marketing teams have developed apps intended to support patients throughout their treatment journeys. Other common apps include basic product and disease state information, decision-making tools, dosing calculators, treatment guides, games, journals and family support features.
According to our Digital Marketing Consortium summer roundtable meeting (which featured digital, multichannel and social marketing leaders at 12 top life sciences organizations), companies have identified a series of key success factors for developing successful apps.
Here are some of the mobile success factors cited by industry pros:
- Learn from you customers and stick to the basics: One digital marketing consortium participant explained that, “The most highly-downloaded apps are usually not very innovative. For example, we work in the nutrition space, and we have created a dose calculator for our nutrition products whereby our customers can calculate the right nutritional requirements for specific patients. We conducted research among our customers to find out what was the right type of support that they needed from us when we developed that app. It’s nothing groundbreaking but it does support the purchasing and retention of existing customers.”
- Regular content refreshes on mobile are critical: Regular content refreshes can boost a treatment app’s longevity and effectiveness by keeping patients engaged and focused on their goals.
- Unbranded video-based apps work well on small mobile device screens: Non-branded video apps provide a dual benefit: they use powerful visuals oriented around patients and disease states and are less encumbered by difficult-to-display important safety information (ISI), especially on a small mobile device screen. Several DM teams reported success in engaging patients via unbranded experiences that use visual media that resonate with sufferers, caregivers, and loved ones.
This roundtable peer discussion focused on the latest benchmarking research from our Digital Marketing Consortium membership group.
This research separated mobile app development into two primary areas: 1) Informational apps which educate customers, and 2) “Digital health” apps which can directly improve patient treatment.
Our research found that mobile video and product and disease state information are highly successful approaches for informational applications (see above). With regard to digital health, the three most successful apps are electronic logbooks for patients (which 24% of companies find highly successful), product and treatment training tools (20%), and medication reminders (20%).
The discussion and insights-sharing around designing successful bio-pharma apps provide excellent reference for any company seeking to improve digital marketing engagement through mobile and other emerging channels.
To learn more about the Digital Marketing Consortium, which will convene its next meeting in early December, go to:
To view a free summary of our latest benchmarking research, go to:
The discussion about designing successful bio-pharma apps at the digital marketing consortium provides an excellent reference for any company seeking to improve digital marketing engagement through mobile and other emerging channels.