RESEARCH TRIANGLE PARK, N.C.--(BUSINESS WIRE)--A key challenge to creating high-impact mHealth initiatives is the failure to outline clear objectives and develop well-defined action plans, according to a recent study by Cutting Edge Information.
The study, “Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence,” discovered that companies often base their mobile development decisions exclusively on competitors’ apps. Many companies do not know where they’re headed when they start developing a mobile strategy. Additionally, some teams are already behind the global trend and focus too heavily on catching up. Still other companies misperceive what having a mobile strategy means.
“Mobile initiatives should address a clear market need,” said Adam Bianchi, chief operating officer at Cutting Edge Information. “As such, pharmaceutical and device companies must define their objectives before starting any mobile initiatives. When developing apps, teams should focus on the needs of their target audiences before their own. Of course, an effective app has to be compatible with each company’s capabilities.”
Forward-thinking companies approach mobile strategy development as a systematic process. A pharmaceutical executive from a Top 50 company recommends looking internally before developing a mobile strategy. First, companies need to understand why they want to go mobile. Determining the rationale behind a mobile health strategy is a company’s first responsibility when developing an mHealth initiative.
A pragmatic approach to mobile strategy equips companies to develop realistic project launch timelines. Another interviewed executive also cautions against overzealous teams dreaming up too many mobile initiatives in the planning stage. Trying to complete multiple projects at the same time overcomplicates an already complex process. Gradually developing an mHealth offering that provides utility can be the better alternative.
“Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence” (http://www.cuttingedgeinfo.com/research/marketing/mobile-health/) explores the burgeoning mHealth marketplace through qualitative best practices, detailed metrics and 10 real world mobile initiative case studies. Use this report to:
- Generate financial support for mHealth initiatives in your organization.
- Learn from detailed case studies of drug companies’ emerging mobile health programs.
- Implement mHealth initiatives targeting both patient and physician audiences.
- Create a strong, supported mobile health team or center of excellence within your organization.
For more information about mobile health strategies, contact Cassie Demeter at 919-403-6583.
