Biotech/pharma marketers are in the early phases of fully capitalizing on this opportunity. The road is unpaved as the mobile landscape is highly fragmented and there continues to be a lack of established standards from regulatory bodies. However, challenge your marketing approach and embark into this space. Here are some points to consider.
Determine your overall objectives of your mobile marketing programs. Are you trying to get patients to try your product? to repeat usage? to refer a friend?
How will you enroll/engage your customer? Will you utilize your ground sales reps to sell the program to physicians? Will you sign physicians up at your conference booth?
How will you identify your target physicians? Conduct market research to understand physician segmentation based on their mobile device attitudes and usage. Identify physicians that are more likely to prescribe based on their mobile information sources.
Based on your product, is there a high usage of mobile devices among patients with this condition/diagnosis? For example, patients looking for depression medications tend to be high users of mHealth.
Before you begin, it's important to always consider the your overall brand strategies and your mHealth programs should be a tactical execution of your brand strategies, not the other way around.