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Getting Started in Mobile Marketing

by Klick Health on Jun 27, 2011

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Written by our very own Jay Goldman and based on the popular Klick Pharma Guide to Mobile Marketing (http://klickpharma.com/mobile_marketing), this presentation provides the background needed to get ...

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All of this content, plus some more details and case studies, is available for free on our website at http://www.klickpharma.com/mobile_marketing.
Featurephone: an older mobile device consisting primarily of a phone with a limited data connection (generally at EDGE speed), and sometimes with the ability to run primitive third party applications (generally written in Java). Featurephones generally fall into either the ‘candybar’ or flip hardware formats and almost never have a full keyboard (most featurephones include a system like T9 for inputting text using the keypad without having to laboriously repeat keys to type each letter). Smartphone: a modern mobile device consisting of a phone, an always-on data connection (generally at least 3G speed and increasingly 4G), and the capability to install and run third party applications. Smartphone web browsers are increasingly quite sophisticated and rival their desktop counterparts for speed and the ability to render complex, interactive websites. Smartphones generally fall into either touchscreen (e.g. iPhone) or keyboard (e.g. BlackBerry Bold) devices, with some hybrids (e.g. BlackBerry Torch) becoming increasingly popular. Older touchscreen smartphones don ’t support multitouch, meaning that only one finger is recognized by the display at any time (Apple’s iPhone pioneered the use of multitouch for gestures like pinching to zoom, which is now a widely accepted standard).
Desktop: a traditional, desktop-based computer. This term can also refer to a laptop, in the sense that laptops run software written for the ‘desktop’ rather than for mobile devices (e.g. it’s useful to draw a distinction between desktop and mobile web browsers).
Tablet: can refer to either a first generation or second generation tablet device. The first generation are generally Microsoft Windows-based laptops with screens that can be rotated into tablet position. These devices often require a stylus for use on the touchscreen and are considerably bulkier and more limited than their newer cousins. Second generation devices were defined by the launch of the Apple iPad in April 2010, which eschewed the laptop format for a much lighter device built entirely around a touchscreen with no physical keyboard or stylus. 2011 will see the release of more than a hundred Android-based tablets, as well as the much anticipated BlackBerry Playbook from RIM.
This is an exciting time to be a digital marketer. 2011 promises to see a critical milestone in the growth of mobile: smartphones are expected to eclipse featurephones in US penetration by Q3. This is a very significant point from a marketer ’s perspective, as it represents the time at which advanced technologies can be deployed in a cost-effective manner, reliably reaching the majority of consumers in their pockets and hands in a far more personal and persuasive fashion than more traditional digital tactics.
According to Google, 75% of consumers research symptoms online first and then go see their doctor, while 70% research online after being prescribed a med. Google & OTX, Health Consumer Study, December 2009. http://bit.ly/klick-googleOTX
Yahoo! and Nielsen report that 48% of respondents to their study on The Role of Mobile Devices in the Shopping Process are interested in seeing healthcare or medical-related content on their internet-enabled mobile devices in the next 12 months. eMarketer: Consumers Eager for Mobile Shopping Info. http://bit.ly/klick-healthinfo
The Pew Internet and American Life Study on The Social Life of Health Information likewise found that six in ten patients (61%) use the Internet to search for health information. Perhaps more critically for marketers, the study found that these searches had an impact on the users ’ decisions and actions. Pew Internet: The Social Life of Health Information, 2009. http://bit.ly/klick-pewsocial
Google reports that searches on mobile phones have grown more than five times in the last two years and surged 130% in the third quarter of 2010.4 They expect to see 250 billion+ searches from mobile in 2011, matching the same levels of search seen on desktops in 2007. The difference is in the trend line, showing an accelerated rate of mobile search that will cross desktop searches in the next few years.
Pew Internet: Mobile Health 2010 report. http://bit.ly/klick-pewhealth
We are at the beginning of a move away from desktop computers toward a mobile-focused world, and pharma/healthcare will be no exception. Morgan Stanley estimates that 50% of all web traffic will come from mobile devices by 2013. Morgan Stanley: Mobile Internet Report, December 2009. http://bit.ly/klick-morgan
The Global Mobile Health Market Report estimates that 500 million people will be using healthcare smartphone applications by 2015. Global Mobile Health Market Report 2010-2015. http://bit.ly/klick-globalmobile
Finally, we see an expanded future for ‘mobile’ as the world adopts tablet devices with open arms. The trend started by the iPad will continue solidly over the next five years, with Forrester Research calling for tablets to grow as quickly as MP3 players. Forrester Research: US Tablet Sales Will More Than Double This Year. http://bit.ly/klick-tablets
Forrester expects sales of nearly 25 million tablets in 2011, with the lion ’s share going to Apple (and continuing to do so through 2012). They expect 82 million American consumers – one third of the total online audience – to have a personal tablet by 2015. This trend has definitely started to take root in the pharma world, with a growing movement toward arming sales reps with tablets (iPads for the most part). Forrester Research: US Tablet Sales Will More Than Double This Year. http://bit.ly/klick-tablets
Mobile tested and optimized websites are the simplest way to get involved in mobile marketing. At the most basic level, this involves testing your existing website on the most popular mobile devices and browsers to ensure that it displays and functions correctly — what we refer to as a ‘mobile-tested website’. At a more complex level, this can involve rethinking your existing website to produce a ‘mobile optimized website’, which presents a presentation layer laid out and designed for the mobile experience on top of your existing content. Strong recommendation: Given the sharp increase in traffic from mobile devices, a mobile testing plan should be considered a basic requirement for all digital campaigns. Our own klickpharma.com website demonstrates best practice for mobile sites. Visiting the site from your desktop browser delivers a rich media experience suitable to browsing on a large screen, fast connection, and focused environment. Visiting the same URL from a mobile browser automatically delivers a mobile-optimized version of the site that omits the Flash video and focuses on a simplified menu offering direct access to the content visitors are most likely seeking. Strong recommendation: Always provide a link from mobile-optimized sites to the full version of your site. Not all mobile users want a simplified experience and browser detection technology is not a perfect science
The basic concept is an important one to understand. Think of your existing website as a series of stacked layers for presentation and content. Dynamic websites often use a Content Management System (CMS) to make the content easily editable and manageable by non-technical team members. The Presentation layer sits on top of that and defines what the website actually looks like and how the content gets displayed. The best approach to building mobile-optimized sites is to add additional Presentation layers. Think of this as a book that ’s available in different editions: the underlying text doesn’t change but each edition looks very different from its peers. Two hardcover editions are more similar than a hardcover and paperback — a fairly accurate way to think about the difference between a big, heavier desktop version and a much lighter, smaller, mobile version.
Web browsers on mobile platforms are not significantly different than they are on desktops like Windows or Mac OS. The major mobile operating systems — iPhone, Android, and BlackBerry — all ship with their own default browser, the latest versions of all three being nearly as fully featured as their desktop cousins. Users of Android and Maemo (the operating system used by some Nokia smartphones and tablets) have the option of installing Firefox Mobile on their devices, while users of Android, Maemo, Windows Mobile, BlackBerry, and iOS have the option of installing Opera. An important note on mobile browser compatibility: the underlying technology that handles actually rendering websites in the iPhone, Android, and BlackBerry (starting with BlackBerry OS 6) web browsers is called WebKit, and is the same technology that powers Safari and Chrome on the desktop. This makes testing considerably simpler since a site that displays correctly on one platform is very likely to display correctly on the other two (though you should still test across all three since this is not a guarantee).
traditional websites are designed with a desktop or laptop user in mind — typically someone with a comfortable chair, solid work surface, constant power and network connection, low level of distraction, and good availability of audio. They also tend to have more time available and focus available, resulting in a substantially different range of feasible tasks. This can impact everything from the design to the functionality of a website. Mobile users are rarely in those circumstances, which may require you to rethink your visitors ’ goals and what they can realistically achieve on the mobile version of your site.
A significant portion of your mobile traffic will come from visitors who directly access your mobile optimized site from their device. That said, many web surfers still have an expectation that they will not be able to browse websites from their mobile devices and so simply avoid trying. There are a number of ways to drive traffic to mobile sites, including advertising (see the Mobile Advertising section in this document), distinct URLs on product packaging (e.g. http://m.klickpharma.com), and QRCodes printed on promotional material. QRCodes are the evolution of traditional one dimensional barcodes (simple vertical lines as seen on groceries, etc.). Their complexity allows them to encode more information, including complex data like URLs, address book entries, etc. The QRCode pictured here, for example, is a link to the Klick Pharma website. Most smartphones (with the notable exception of iPhones) include the ability to scan QRCodes automatically.
Browsers: older featurephones use WAP (Wireless Access Protocol), a simplified version of the HTML that underlies all websites. More modern mobile devices, including iPhones, Androids, and newer BlackBerries, have more modern browsers capable of rendering more complex websites. It ’s important to consider who will be accessing your site and what level of technology they have access to. Flash: support for Adobe Flash is far from universal in the mobile world. Apple has taken a very strong stance on this issue, declaring that iOS (the operating system that powers iPhone, iPad, and iPod touch) will not provide Flash support. RIM has likewise not provided Flash support even in BlackBerry OS 6.0, the latest version of their popular operating system. Android gained support for Flash in their 2.2 release, though performance and battery life remain significant issues when displaying Flash. This is also an important consideration when looking at providing iPads to your sales force, as they may lose the ability to view Flash-based elearning and training materials if their tablet becomes their primary device. This is a good time to consider converting that content to HTML5. Strong recommendation: Avoid using Adobe Flash on mobile websites. HTML5 provides much of the same functionality and should render and function correctly on most modern smartphones. Existing Flash animations and interactive pieces can be converted to HTML5 and re-deployed on desktop and mobile platforms. User Interface: many websites, particularly those built on Flash, require a mouse and/or fulltime keyboard for use. Those are unavailable on almost all mobile devices, which will require affected sites to be redesigned for mobile. Context of use: as per previous slide.
In North America, the market is divided between Apple, RIM, and Android, with RIM historically enjoying the largest share but now facing a continued decline as it loses ground to the other players (Android specifically). The worldwide market is less evenly divided, with Nokia still owning a significant share in some markets (notably Asia, Africa, and Eastern Europe). Players outside of the big three have yet to really capitalize on the app opportunity, and so the decision for marketers rests on which one of those platforms best match your target audience.
Gartner expects mobile users to download 17.7 billion apps in 2011, a 117% year-over-year increase, and are calling for an astounding 185 billion apps by 2014. Gartner: Forecast: Mobile Application Stores, Worldwide, 2008-2014. http://bit.ly/klick-gartner
Gartner expects mobile users to download 17.7 billion apps in 2011, a 117% year-over-year increase, and are calling for an astounding 185 billion apps by 2014. Gartner: Forecast: Mobile Application Stores, Worldwide, 2008-2014. http://bit.ly/klick-gartner
As of January 2010, Apple has more than 400,000 apps available in the iTunes App Store, with over 10 billion downloads across the iPhone, iPod touch, and iPad. Apple ’s App Store Downloads Tops 10 Billion. http://bit.ly/klick-appstore
86% of mobile users aged 35-44 report having downloaded an app, followed by 85% of those aged 18-24. eMarketer: How Mainstream are Mobile Apps? http://bit.ly/klick-appsbyage
We expect to see the Android trend very much continue this year as the number of available devices expands. Several carriers and manufacturers, including T-Mobile in the US, have committed to releasing sub $100 Android handsets before the end of the year, which will drive considerable adoption across all market segments. It is our expectation that Android will become the dominant smartphone platform by market penetration, but that Apple and RIM will continue to hold sizeable portions of the consumer and enterprise markets respectively.
Mobile apps are uncharted territory for many pharma and healthcare companies. It is well worth involving your review panel as early as possible, ideally seeking their pre-approval at early, conceptual milestones rather than waiting to show them the finished product. Your approvers are likely reviewing one of their first mobile apps, and will therefore need a fair amount of background information to consider the context of use. If allowable, consider having your development partner present during the MRL process to help answer questions. Reviewers are likely to want to see the application running on the devices it is built for rather than in the abstract context of screenshots and documentation. You may therefore need to convene in-person meetings of your review panel and consider how to document that process for archiving in your electronic review process. Reviewers may not have access to the hardware required to complete their reviews, particularly for multi-platform apps. This will also be true during the User Acceptance Testing (UAT) phase of development, during which your staff will need to test the app. You may therefore need to have some example devices available during the review and testing process, which you should budget for at the outset of your program. Pharma companies will want to consider the impact of app store reviews on their Adverse Event (AE) SOPs. The three major app stores (as well as the third party Android stores operated by Samsung and Amazon) provide a free form field for anyone to provide a review of your app. There is no way to disable this functionality or to require pre-approval before publication. Although it is highly unlikely that anyone would use this space as an opportunity to report an AE (especially one that met the FDA ’s reporting criteria), it is well worth noting and preparing a policy to handle.
Confidentiality and Privacy: Marketers should consider the type of information their app is going to collect and ensure that the app is properly designed to protect it. Many pharma and healthcare apps take advantage of the omnipresent nature of mobile devices, designing experiences around data collection and logging (e.g. food/symptom/weight logs). The general best practice is to have apps launch without requiring any form of password protection, but you should consider offering that functionality if users are likely to want to keep their information secure. Take Full Advantage of the Device: Rebuilding your website as a mobile app is a costly expenditure that delivers little additional value. Mobile devices have many properties that set them apart from the desktop world, including being omnipresent in users ’ lives, having always on data connections, including phones for tap-to-call functionality, being able to deliver push notifications, and being filled with sensors like microphones, cameras, GPS, accelerometers, gyroscopes, etc. Take full advantage of these properties to deliver an experience that users couldn’t have elsewhere and they will make repeated use of your app.
In-App Advertising: there are four major networks offering in-app advertising, reselling the inventory provided by other app developers. Although we would not recommend providing inventory within pharma and healthcare apps, purchasing media within other very targeted apps can be an excellent way to attract users to your own app. Look to Millennial Media and Apple iAd as the premier networks in this space, both offering the richest capabilities for dynamic ad formats. Both are familiar with the DTC regulations and can provide ad formats that allow for the inclusion of Important Safety Information (ISI). Some networks may provide inventory on a Cost-Per-Acquisition model (CPA), which will be higher than their CPM rates but may ultimately be more cost effective as you only pay when someone clicks and ultimately installs your app. Mobile Ad Networks: all of the major ad networks now provide the ability to target web-based ads at mobile users, displaying them only to mobile devices that meet specified criteria. CPM rates are quite similar to those you would find for desktop inventory.
These are some of the stats from Klick Pharma partner Millennial Media.
The ad formats support pharma DTC regulations well.
Seize the year! (Apologies to real Latin speakers everywhere)
How to Embrace the Mobile Revolution with Open Arms Make mobile website testing a mandatory step in every web-based campaign you undertake going forward. 2. Develop a mobile-optimized version of your site in parallel with the desktop version or as a second phase. Make sure to keep the considerations listed in the Mobile Websites section of this document in mind as you ’re planning it. 3. Build an app for iOS as a pilot, followed closely by Android when it has matured to version one. Build a BlackBerry app at the same time if BlackBerries are prominent in your target audience.
We have started to build a sales enablement solution for iPad optimized for the pharma and healthcare industries. We would love to hear from you if you have any thoughts on what that should include and look like. Get in touch!

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Matt Noe, Digital Brand Strategist at imc2 Tags mhealth mobile 1 year ago
Ner Dormiendo 1 year ago
Matthew Burpee at Matthew Burpee Tags mobile 1 year ago

Getting Started in Mobile Marketing Presentation Transcript

Getting Started in Mobile Marketing A Pharma Marketer ’s Guide Jay Goldman VP Strategy, Klick Pharma [email_address] http://twitter.com/jaygoldman
GUIDE TO MOBILE MARKETING
- http://klickpharma.com/mobile_marketing
Agenda Mobile Websites Mobile Apps Mobile Advertising 2011: Year of Mobile
Defining Mobile: Devices Featurephone Smartphone
Defining Mobile: Desktop Desktop Desktop
Defining Mobile: Tablet Tablet Tablet
2011: Year of the Mobile Smartphone (and Tablet)
Dr. Google Says… 75% research symptoms online 70% research after prescription
Yahoo! and Nielsen say… 48% want healthcare or medical-related content on phones in next 12 months
Pew Internet and American Life Study says… 61% search online for health information that affects their decisions and actions
Traffic Trends
Traffic Trends 29% of 18-29 year olds use phones to access healthcare info now
Morgan Stanley says… >50% of all web traffic from mobile by 2013
Global Mobile Health Market Report says… 500m people using healthcare smartphone apps by 2015
And, of course, tablets
Forrester says… 82m Americans with tablets by 2015
Mobile is more than ‘marketing’
- Marketing (un/branded)
- Patient support
- Sales force enablement
- HCP tools and info
- Detailing/leave behind
- Sky ’s the limit
MOBILE WEBSITES
Tested Optimized Always Always Link
Many Faces
Mobile Browsers
Context of Use Power Photos by Kawa0310 and gogoloopie. Licensed under Creative Commons. Some rights reserved. Privacy Quiet Audio Comfort Keyboard and mouse Lighting Internet Fast Loud Touchscreen Uncomfortable Public Battery Slow
Driving Traffic m.klickpharma.com Distinct URLs Mobile Advertising QRCodes
Mobile Website Challenges Browsers Context of Use User Interface Adobe Flash
MOBILE APPS
Market Share
Gartner says… 17.7b app downloads in 2011
Gartner says… 185b app downloads in 2014
Apple has… >10b app downloads
eMarketer says… 86% of smartphone users aged 35-44 have downloaded an app
The rise of Android in 2011 < $100 Android phones $10 data plans
Getting to MRL
- Pre-review and approval
- Background info and partner
- In-person and e-assets
- Devices handy
- App store reviews
Design Considerations Confidentiality/Privacy Take Full Advantage
MOBILE ADS
Ad Networks
Mobile advertising – a sample 73 million monthly uniques 8/10 US mobile web users 3700+ devices
What do mobile ads look like?
CARPE ANNUM
Three Steps to Mobile Nirvana
- Test everything
- Optimize in parallel (or after)
- Pilot app, test, optimize, spread
SALES REP ENABLEMENT
Sales Enablement Ad Board Want to be part of it? Contact us!
Please contact me with any questions or to participate in the Sales Enablement Ad Board [email_address] 1-877-885-9957 x. 2045