With the exponential growth in mobile adoption, technology and new apps, mobile is on everyone’s list for 2011 and beyond, and rightfully so. The mobile “product” and “channel” offers numerous opportunities for all marketers, healthcare and pharma included.
Consider some of the facts:
Mobile will be the primary digital connection for both existing and new customers. [Forester]
Today there are well over 400M phones in the US, over 350M applications available for the iPhone and counting with more than 10B downloads. [Forester]
Mobile users will surpass desktop users in 5 years. Mobile growth is the fastest in communications history. [Mary Meeker, KPCB]
Physician adoption of mobile devices is astounding. Chilmark Research estimates 100% of physicians will have a smart phone and use content apps by 12/31/2013–with touchscreen tablet saturation by 2015. Smartphone Apps now focus on communication, alerts and decision support. Clinical reference content is currently leading mHealth apps, but will evolve with the growth of iPad and other touchscreen tablets to provide more flexibility, personalization, patient education…
Of the 85% of American adults who use a cell phone, 17% of cell owners have used their phone to look up health or medical information and 29% of cell owners ages 18-29 have done such searches. [Pew Internet Mobile Health 2010]
As we move into 2010, I’ve been thinking a lot about what I’ve learned this year, much of it triggered by the tremendous number of thought leader blogs, eBooks and white papers that I’ve read this year. While there is no way to capture all the great work happening 24/7, here’s a smattering of a few (well maybe more than a ‘few’) that you may want to read or re-read as we get ready to step into 2010…
Topics cover a range- from social media and technology, to ePatients and marketing, including implications for Pharma and Healthcare, in the US and Europe. Please feel free to share other posts that you found valuable. Happy reading… Continue reading →
Everyday new results suggest that health games and virtual worlds bear the potential to be “game changers” by improving education, provoking greater engagement, and engendering positive behavior to enhance health and wellness.
While more clinical studies are still needed, preliminary results are beginning to demonstrate proof of principle. In the wake of the 2009 Games For Health conference, the article outlines five factors for why you might start to take health gaming seriously, as well as key lessons consistently described by the speakers, to provide a perspective on what may be involved in bringing Health eGames into 2010 planning and beyond. (For a summary of the two-day event, along with the associated marketing implications of healthgames, see PharmExec guest blogs “The Next Frontier” and “Can Healthcare Games Change the Game of Healthcare?“) Continue reading →
Admittedly a little self promotion, my new article “DTC 21: was just published in June’s DTC Perspectives Magazine. The crux of the article:As social media overhauls the consumer mindset, it’s important to keep in mind that the principles of sound marketing still apply. Any forays into social media must fit with overall brand strategy, leverage consumer insights, and be executed with consistent creativity and authenticity. The article speaks to five phases of successful social media planning and some of the potential opportunities brands and companies can realize with good planning and focus on the 6 C’s of Engagement.
While its only been two short months since the article went to print, Pharma’s use of social media continues to steadily evolve, with a number of new forays into social media:
Blogs: GSK’s “More than Medicine” launched to the public in May, and speaks to a variety of issues across the healthcare spectrum. They’ve done an impressive job finding a credible voice so quickly out of the gate.
Now that the Games for Health Conference is over, I’ve had a little time to reflect on possible implications for Pharma and Healthcare Marketing.
Please read my second guest blog at PharmaExec Blog for the Seven Key Implications I see for Pharma and Healthcare as we move into the “virtual” future of healthcare marketing. Implications range from prevention, diagnosis and awareness to adherence and training.
If you’re new to the concept of health games, based on the conference, health games seem to generally fall into six areas: Continue reading →
One of my pharmaceutical clients is thinking about targeting the 18-24 market which got me thinking about video games as a potential way to engage and educate this active segment. And as the Mom of three boys, video games are certainly part of our household, so I find myself learning more and more -despite myself- just to keep up with my children…
2. The release of a new report by iConecto, a leading digital media solutions firm focused on healthcare, delivering the first comprehensive review of the Health eGames industry. The report documents a consumer and professional market and outlines 5 major categories for consumer Health eGames including: Exergaming, Brain Fitness, Health Eating, Condition Management and Stress Reduction. Continue reading →