Klick Mobile Marketing

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A Pharma Marketers Guide

Getting Started inMobile Marketing

1st Edition (February 2011)

Authored by: Klick Pharma


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3klickpharma.com | 1 877 885 9957

ABOUT THE AUTHORS

Klick Pharma is a ull-service digital marketing agency that specializes in the healthcare and

pharmaceutical sector. With a ocus on measurable results, Klick Pharmas talented subject matter

experts create and execute data-driven digital strategies that maximize their clients online investments.

The teams years o pharma experience have resulted in a unique understanding o proven strategies at

all stages o a brands liecycle and the know-how to deliver innovative and eective programs within

a complex regulatory environment. Klick Pharma oers custom end-to-end digital solutions to meet a

variety o client needs, including strategy, experience design, technology, media, and learning solutions.

Visit KlickPharma.com to learn more.

Jay Goldman

Pharma speaker

and Klicks Mobile and

Social Media expert

Brian ODonnell

Eye or Pharmachair and

Klicks lead on Digital Strategy


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4 Digital Strategy . Experience Design . Data & Technology . Online Media

EXECUTIVE SUMMARY

2011 will go down in history as the year o the smartphone. There has never been a better time or your

organization to make the dive into mobile and to leverage the considerable consumer and HCP interest

in smartphone and mobile web platorms.

This guide aims to provide pharma marketers with an overview o the key issues and challenges

surrounding mobile marketing, as well as some potential solutions or eectively leveraging this channel

within the complex regulatory environment.

Employing real data and pharma case studies, this guide will explore the common challenges aced

with the core strategies most requently deployed in mobile: optimized websites, native apps, and

advertising. This guide will provide an overview o each tactic, the associated legal/regulatory issues,

and potential approaches to help marketers implement programs successully.

In reviewing each tactic, we will address concerns and questions commonly cited by pharma marketers.

Mobile Optimized Websites

Introduction to mobile testing and optimization

Overview of mobile browsers

Driving trafc

Mobile challenges

Native Mobile Apps

Overview of the mobile app opportunity

Understanding hardware vs. operating system vs. ecosystem

Apps for pharma and healthcare

Design considerations

Mobile Advertising

In-app advertising

Mobile ad networks

Fair balance and ISI

When youve nished reading this guide, you will hopefully have a much clearer picture of the major

challenges acing pharma marketers in mobile, understand what other brands are currently doing in the

marketplace, and get some ideas on what you can potentially do to better leverage mobile within the

regulatory ramework. While not exhaustive, it should at least provide a starting point or discussion with

your internal regulatory teams.

A note on recommendations

Recommendations appear throughout this document in the ollowing ormat:

This is a strong recommendation.


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TABLE OF CONTENTS

INTRODUCTION & OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . 6

MOBILE OPTIMIZED WEBSITES . . . . . . . . . . . . . . . . . . . . . . 10

MOBILE APPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

MOBILE ADVERTISING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

SUMMARY & CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . 20

DISCLAIMER

The Mobile Marketing guide is provided by Klick Pharma as an

inormational reerence and subject to change without notice.

Any opinions published here are those o the author(s) and are not

meant to be exhaustive guidelines or online marketing compliance.

The recommendations cited here have been developed based on

Klick Pharmas interpretation o what is currently happening in the

marketplace and where the category appears to be going.

Every eort has been made to present accurate and reliable inormation,

but Klick Pharma assumes no responsibility or liability or any errors

or inaccuracies that may appear in this document. Furthermore, this

guide was not reviewed or developed in consultation with the FDA,

and thereore all suggested approaches should always be vetted byyour internal regulatory/compliance teams and receive appropriate

FDA approvals. All brand names used are the trademarks o their

respective owners. All o this inormation is provided as is and Klick

Pharma disclaims any express or implied warranty, relating to the use

of this information including warranties relating to tness for a particular

purpose, compliance with a specication or standard, merchantability or

non inringement.


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DEFINING MOBILE

It is well worth dening some important terms before we dive into the practical aspects of mobile

marketing. Even the word mobile has dierent connotations depending on who you speak to.

These denitions are provided in broad terms with specic deviations noted throughout the document.

Mobile (device): a battery-powered handheld computing and telephony device.

Desktop: a traditional, desktop-based computer. This term can also reer to a laptop, in the

sense that laptops run sotware written or the desktop rather than or mobile devices

(e.g. its useul to draw a distinction between desktop and mobile web browsers).

Featurephone: an older mobile device consisting primarily o 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 all into either the

candybar or fip hardware ormats and almost never have a ull keyboard

(most eaturephones include a system like T9 or inputting text using the keypad without

having to laboriously repeat keys to type each letter).

Smartphone: a modern mobile device consisting o 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 or speed and the ability to render complex, interactive websites.

Smartphones generally all 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 dont support multitouch, meaning that only one nger is

recognized by the display at any time (Apples iPhone pioneered the use o multitouch or

gestures like pinching to zoom, which is now a widely accepted standard).

Tablet: can refer to either a rst generation or second generation tablet device. The rst

generation are generally Microsot Windows-based laptops with screens that can be rotated

into tablet position. These devices oten require a stylus or use on the touchscreen and

are considerably bulkier and more limited than their newer cousins. Second generation

devices were dened by the launch of the Apple iPad in April 2010, which eschewed the

laptop ormat or a much lighter device built entirely around a touchscreen with no physical

keyboard or stylus. 2011 will see the release o more than a hundred Android-based tablets,

as well as the much anticipated BlackBerry Playbook rom RIM.


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INTRODUCTION & OVERVIEW

2011: Year o the Smartphone

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 verysignicant point from a marketers perspective, as it represents the time at which advanced technologies

can be deployed in a cost-eective manner, reliably reaching the majority o consumers in their pockets

and hands in a ar more personal and persuasive ashion than more traditional digital tactics.

90

80

70

60

50

40

30

20

10

0

51%55%

60%

65%69%

73%76%

79%81%83%84%

86%87%90%

49%45%

40%

35%31%

27%24%

21%19%17%16%

14%13%10%

Feature Phone Smartphone Source: The Nielsen Company

2008

Q2

2008

Q3

2008

Q4

2009

Q1

2009

Q2

2009

Q3

2009

Q4

2010

Q1

2010

Q2

2010

Q3

2010

Q4

2011

Q1

2011

02

2011

Q3

2011 also represents a signicant shift in the way that consumers are accessing online information.

Some key statistics:

According to Google, 75% of consumers research symptoms online rst and then go see

their doctor, while 70% research online ater being prescribed a med.1

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.2

The Pew Internet and American Lie Study on The Social Lie o Health Inormation likewise

ound that six in ten patients (61%) use the Internet to search or health inormation.3

Perhaps more critically or marketers, the study ound that these searches had an impact on

the users decisions and actions.

1 Google & OTX, Health Consumer Study, December 2009. http://bit.ly/klick-googleOTX

2 eMarketer: Consumers Eager or Mobile Shopping Ino. http://bit.ly/klick-healthino

3 Pew Internet: The Social Lie o Health Inormation, 2009. http://bit.ly/klick-pewsocial


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These trends are only going to continue as broadband penetration increases, but will dier rom the

reported numbers in the manner in which the content is accessed.

Google reports that searches on mobile phones have grown more than ve times in the last two years

and surged 130% in the third quarter o 2010.4 They expect to see 250 billion+ searches rom mobile in

2011, matching the same levels o search seen on desktops in 2007. The dierence is in the trend line,

showing an accelerated rate o mobile search that will cross desktop searches in the next ew years.

450

400

350

300

250

200

150

100

50

0

Searc

hes

perdevice

(billions)

Desktop searches Smartphone searches

Source: Google

We are at the beginning o a move away rom desktop computers toward a mobile-ocused world, and

pharma/healthcare will be no exception. Morgan Stanley estimates that 50% of all web trafc will come

rom mobile devices by 2013.5 The Global Mobile Health Market Reportestimates that

500 million people will be using healthcare smartphone applications by 2015.6 Innovators and early

adopters are there now, as seen in the 3500+ healthcare apps already available or download on iPhone

and Android. Depending on the target or your campaigns, the early majority may already be there aswell, particularly or younger audiences (29% o 18-29 year olds already use their mobile devices to

access health inormation online).7

Finally, we see an expanded uture or mobile as the world adopts tablet devices with open arms.

The trend started by the iPad will continue solidly over the next ve years, with Forrester Research

calling or tablets to grow as quickly as MP3 players.8

4 Google Mobile Searches Soar as Thumb Shopping Gains Steam. http://aol.it/klick-mobilesearch

5 Morgan Stanley: Mobile Internet Report, December 2009. http://bit.ly/klick-morgan

6 Global Mobile Health Market Report 2010-2015. http://bit.ly/klick-globalmobile

7 Pew Internet: Mobile Health 2010 report. http://bit.ly/klick-pewhealth

8 Forrester Research: US Tablet Sales Will More Than Double This Year. http://bit.ly/klick-tablets


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100

80

60

40

20

0

Millions

2010 2011 2012 2013 2014 2015

10.3

26.0

50.7

67.7

76.1

82.1

24.1

35.139.8

42.3 44.0

Total Tablet PC Users (US) Total Tablet PC Sales (US)

Source: Forrester Research Report Tablets Will Grow As Fast As MP3 Players

Forrester expects sales o nearly 25 million tablets in 2011, with the lions share going to Apple (and

continuing to do so through 2012). They expect 82 million American consumers one third o the total

online audience to have a personal tablet by 2015. This trend has denitely started to take root in the

pharma world, with a growing movement toward arming sales reps with tablets (iPads or the most part).

Capitalizing on the Mobile Opportunity

The mobile opportunity is so new that there are no established, hard rules to build on. Everyone in this

space is experimenting and learning as they build successul campaigns and reach new audiences. One

o the only things we do know or sure: this is not a question o i but rather o when. We may be at

the beginning o an adoption curve thats climbing increasingly, but there is no question that it points

directly at the uture o marketing.

Now is the time to take part in those early experiments and build mobile subject matter expertise

internally, the same way marketers adopted earlier mediums and tactics like print, radio, television, and

the Web. Deciding on your level o involvement is one o the most important questions youll ace in

getting started in mobile. The spectrum or displaying your content on mobile ranges rom mobile tested/

optimized sites at the simple end all the way up to native apps at the more complex end. The ollowingsections will help you to map out your starting point and your path orward.


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MOBILE WEBSITES

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 unctions correctly what we reer 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 or the mobile experience

on top o your existing content.

Given the sharp increase in trafc rom mobile devices, a mobile-

testing plan should be considered a basic requirement or all digital

campaigns.

Our own klickpharma.com website demonstrates best practice or mobile sites. Visiting the site rom

your desktop browser delivers a rich media experience suitable to browsing on a large screen, ast

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 simplied

menu oering direct access to the content visitors are most likely seeking.

Always provide a link rom mobile-optimized sites to the ull version

o your site. Not all mobile users want a simplifed experience and

browser detection technology is not a perect science.

The basic concept is an important one to understand. Think o your existing website as a series o

stacked layers:

Dynamic websites oten use

Content

Presentation

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 denes

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:

Content

Presentation Presentation Presentation

Think o this as a book thats available in dierent editions: the underlying text doesnt change but each


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edition looks very dierent rom its peers. Two hardcover editions are more similar than a hardcover and

paperback a airly accurate way to think about the dierence between a big, heavier desktop version

and a much lighter, smaller, mobile version.

It is important to note, rom a pharma perspective, that the FDA DTC regulations (especially those related

to branded vs. unbranded sites) still very much apply in the mobile world. Some o those regulations,

like air balance, are made more challenging when dealing with smaller screen sizes, so it is especially

important that your mobile campaigns go through the same rigourous review process as your desktop

sites. That may prove to be a challenge in and o itsel as many MRL reviewers will want to see the site

in context o the devices it is designed or, so you should plan to have some sample devices available

during the review process.

Mobile Browsers

Web browsers on mobile platforms are not signicantly 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 deault browser, the latest versions o all three being nearly as ully eatured as their desktopcousins. Users of Android and Maemo (the operating system used by some Nokia smartphones and

tablets) have the option o installing Fireox Mobile on their devices, while users o Android, Maemo,

Windows Mobile, BlackBerry, and iOS have the option o 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 Saari and Chrome on the desktop. This makes

testing considerably simpler since a site that displays correctly on one platorm is very likely to display

correctly on the other two (though you should still test across all three since this is not a guarantee).

Driving Mobile Trafc

A signicant portion of your mobile trafc will come from visitors who directly access your mobile-

optimized site rom their device. That said, many web surers still have an expectation that they will not

be able to browse websites rom their mobile devices and so simply avoid trying.

There are a number of ways to drive trafc 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 inormation,

including complex data like URLs, address book entries, etc. The QRCode at right,


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or example, is a link to the Klick Pharma website. Most smartphones (with the notable exception o

iPhones) include the ability to scan QRCodes automatically.

Mobile Website Challenges

Anyone who has ever looked at a website on a mobile device is no doubt amiliar with some o thechallenges involved in correctly displaying sites intended or desktop browsers on handhelds. The best

approach to resolving this is to build mobile-optimized sites that have been tested across a variety o

devices and operating systems. Some o the important considerations:

Browsers: older featurephones use WAP (Wireless Access Protocol), a simplied version

o the HTML that underlies all websites. More modern mobile devices, including iPhones,

Androids, and newer BlackBerries, have more modern browsers capable o rendering more

complex websites. Its important to consider who will be accessing your site and what level

o technology they have access to.

Flash: support or Adobe Flash is ar rom 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 o their popular operating

system. Android gained support or Flash in their 2.2 release, though perormance and

battery life remain signicant issues when displaying Flash.

Avoid using Adobe Flash on mobile websites. HTML5 provides much

o the same unctionality and should render and unction correctly on

most modern smartphones. Existing Flash animations and interactive

pieces can be converted to HTML5 and re-deployed on desktop and

mobile platorms.

User Interace: many websites, particularly those built on Flash, require a mouse and/or ull-

time keyboard or use. Those are unavailable on almost all mobile devices, which will require

aected sites to be redesigned or mobile.

Context o use: traditional websites are designed with a desktop or laptop user in mind

typically someone with a comortable chair, solid work surace, constant power and network

connection, low level o distraction, and good availability o audio. They also tend to have

more time available and ocus available, resulting in a substantially dierent range o easible

tasks. This can impact everything rom the design to the unctionality o 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 o your site.


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MOBILE APPS

Apps are at the more complex end o the mobile marketing spectrum, requiring development o custom

sotware or each platorm. The numbers alone attest to the importance o this opportunity:

Gartner expects mobile users to download 17.7 billion apps in 2011, a 117% year-over-yearincrease, and are calling or an astounding 185 billion apps by 2014.9

As o 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.10

The Google Android Market has more than 200,000 apps available in 34 countries

worldwide.11

86% o mobile users aged 35-44 report having downloaded an app, ollowed by 85% o

those aged 18-24.12

Truly understanding the mobile app opportunity means understanding the underlying technology and

marketplace. Mobile apps really apply to the smartphone market. In North America, the market is divided

between Apple, RIM, and Android, with RIM historically enjoying the largest share but now acing a

continued decline as it loses ground to the other players (Android specically).

40%

30%

20%

10%

0%

Market

Share

Oct2009

Nov2009

Dec2009

Jan2010

Feb2010

Mar2010

Apr2010

May2010

Jun2010

Jul2010

Aug2010

Sep2010

Oct2010

Nov2010

Dec2010

RIM BlackBerry Apple iOS Google Android

2%

27%

38%39%

35%

35%37%

36%35%

34%

32%

31%

27%

36%

26%27%

29%

2 7% 2 7%

28% 29%28%

27%28%

29% 29%

28%

27%

4%

7%8%

8%

10%

12%13%

16%

19%

22%23%

28%

18%

The worldwide market is less evenly divided, with Nokia still owning a signicant share in some markets

9 Gartner: Forecast: Mobile Application Stores, Worldwide, 2008-2014. http://bit.ly/klick-gartner

10 Apples App Store Downloads Tops 10 Billion. http://bit.ly/klick-appstore

11 Wikipedia: Android Market. http://bit.ly/klick-androidmarket

12 eMarketer: How Mainstream are Mobile Apps? http://bit.ly/klick-appsbyage


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(notably Asia, Arica, and Eastern Europe). Players outside o the big three have yet to really capitalize on

the app opportunity, and so the decision or marketers rests on which one o those platorms best match

your target audience.

We expect to see the Android trend very much continue this year as the number o available devices

expands. Several carriers and manufacturers, including T-Mobile in the US, have committed to releasing

sub $100 Android handsets beore the end o the year, which will drive considerable adoption across all

market segments. It is our expectation that Android will become the dominant smartphone platorm by

market penetration, but that Apple and RIM will continue to hold sizeable portions o the consumer and

enterprise markets respectively.

It can be difcult enough to design and build the right app without

having to worry about getting it right across three platorms.

We recommend releasing your app as a pilot or one operating

system, refning, and then releasing across the platorms with highest

penetration in your target audience.

Hardware vs. Operating System vs. Ecosystem

It is equally important to understand the dierence between hardware platorms, the operating system

that runs on them (think o the hardware as the body and the operating system as the brain), and the app

distribution ecosystem that surrounds them. All three o the big players have a dierent approach.

Apple iOS

Apples operating system is called iOS and is currently available on three hardware

options, all made by Apple: iPhone, iPod touch, and iPad.

Applications written or the iPhone will run on the iPod touch (and vice versa), but should take into

account dierences in hardware capabilities (e.g. no GPS on the iPod touch). They will likewise run on

the iPad, but will display in an iPhone-sized box in the center o the iPads screen with the option to

magnify 2x (and with a resulting loss of clarity and sharpness). Apps can be written to be Universal,

in which case they can run on the iPhone/iPod at a smaller size and on an iPad at a larger size to take

advantage o the extra display size. Finally, apps can also be written as iPad only, in which case they

wont run on an iPhone/iPod (and oten have HD appended to their name to indicate the higher

resolution).

Apple keeps the iOS ecosystem under a notoriously tight lock down, requiring developers to register an

account with Apple, pay a yearly membership ee, limit the unctionality o their applications to approvedareas, and submit their applications or approval beore they can be sold in the App Store (which

can take up to a ew weeks). The most recent release o iOS opens this up or developers who are

building apps or internal use within their company, providing an Enterprise account option that enables

applications to be distributed directly without going through the app store.


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Google Android

Android is an Open Source13 operating system made by Google and available on a very

wide variety o hardware options.

Although Google has partnered with HTC to design and market two o their own phones

(the Nexus and Nexus S), Android handsets are mostly produced by other devicemanuacturers. Samsung and HTC have been leading the way to date, with some very promising

announcements rom Motorola suggesting that they will become much more involved in this market.

Given the number o manuacturers and model numbers, building applications or Android is more

complicated than building or iOS since your app has to account or more screen sizes, hardware

eatures, and manuacturer/carrier customizations.

Google has recently announced a new operating system, called Chrome OS, which will power netbooks

and laptops. It is ar too early in the lietime o that product to make any solid recommendations toward

it, and so marketers should plan on Android releases with an eye toward evaluating Chrome OS at a later

date.

The app ecosystem or Android has been relatively strong since launch, lagging behind Apple but

showing genuine promise. The Android Market has recently been relaunched to provide a much more

robust shopping experience and to oer developers additional fexibility with regard to international

customers and in-app purchasing two options Apple has had or some time now. Developers are

much reer on Android and can build almost anything they can imagine without needing to go through an

approval channel to distribute their apps.

RIM BlackBerry OS

RIM has recently launched BlackBerry OS version 6, a much improved

version o their popular oering that ully integrates touchscreen devicesinto the BlackBerry experience. Most o their older devices still in market are running BlackBerry OS

version 5, with 6 now available on the Torch, Bold, and Curve.

RIM has also recently announced a new operating system called QNX, which will power their

forthcoming PlayBook tablet. They have committed to QNX gradually replacing OS 6 across all of their

uture devices, but have yet to provide a timeline.

Apps written or BlackBerry OS 6 should run correctly on QNX, and

so we recommend that marketers not wait or the next generation o

hardware i BlackBerry use is high in their target audience.

Developing apps or the BlackBerry platorm brings a unique set o challenges. There have been a

signicant number of BlackBerry devices, many of which have different input options (e.g. scroll wheels,

track balls, track pads, and touchscreens). The dierent devices have very dierent screen sizes, some

13 Open Source means that Google provides the source code or the sotware at no charge so that other companies and

people can use it on their devices as well as to contribute xes and improvements back to Google.


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in portrait orientation and others in landscape. Each major release o BlackBerry OS has also brought

new functionality into the mix, meaning that apps have to be planned and tested for a very specic set

o supported hardware rom the outset. Although it is well worth making these decisions given the size o

the market, it should be actored into any BlackBerry app plans.

App distribution on BlackBerry OS has traditionally been achieved through the use o third party

websites and app catalogs. RIM released the App World store in April 2009, providing a subset o the

eatures ound in Apple and Googles oerings. BlackBerry users are starting to install more apps as

the concept becomes amiliar, though the size o the store and richness o the oerings lags behind the

other platorms.

Cross-Platorm App Development

There are a ew third party toolkits available that claim to allow you to build your application once and

have it run on multiple platforms (particularly iOS and Android). The market leader in this eld is Phone

Gap14, which supports iOS, Android, BlackBerry OS 4.6 and higher, HP WebOS, Microsot Windows

Phone 7, and Nokias Symbian. Your app developers build your app using standard HTML, JavaScript,

and CSS as though they were building a website and the toolkit wraps the app into a native package or

distribution through the various app stores.

This may be a viable alternative or some apps, though it is important to note that mobile users are

notoriously ckle, insisting on apps that match their expectation for the platform. It is very difcult to

achieve a platform native look and feel when not actually writing code for that platform. You will also be

dependent on the third party toolkit to keep up to date with the latest eatures o each platorm in order

to use them in your app, which will be a limiting actor or particularly advanced apps.

Apps or Pharma and Healthcare

The Pharma and Healthcare industries have been relatively slow to include apps in their marketing

plans, largely out o a desire to avoid regulatory issues and a concern that smartphone users would not

download and install them. There are denite FDA considerations that must be taken into account, but

the good news is that consumers have strongly indicated their preerence to access health and medical

inormation on their phones (see the Introduction & Overview or more inormation).

FDA Regulations Case Study: MIMvista Mobile MIM

The FDA has yet to issue any regulations specic to the app market, though they have been active in

policing it. Marketers should proceed with cautious optimism, taking this as an opportunity to release

apps that careully ollow the DTC regulations they would ollow with any other digital campaign(particularly with regard to branded vs. unbranded apps and air balance).

Mobile does introduce some new considerations, some less obvious than others. As an example,

consider the case o MIMvista, who released their Mobile MIM application over two years ago.

Although still available in the U.K., Australia, Hong Kong, Singapore, and India, the app has not been

14 Phone Gap: http://phonegap.com


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You may therefore need to have some example devices available during the review and

testing process, which you should budget or at the outset o your program.

Pharma companies will want to consider the impact o 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 eld for anyone to provide a review

o your app. There is no way to disable this unctionality or to require pre-approval beorepublication. Although it is highly unlikely that anyone would use this space as an opportunity

to report an AE (especially one that met the FDAs reporting criteria), it is well worth noting

and preparing a policy to handle.

Design Considerations

Designing a mobile app can be a very foreign experience for those marketers who are new to the eld.

There are many parallels to designing other types o digital campaigns that will eel amiliar, but there are

a number o new considerations that need to be accounted or.

Confdentiality and Privacy

Marketers should consider the type o inormation their app is going to collect and ensure that the app

is properly designed to protect it. Many pharma and healthcare apps take advantage o the omnipresent

nature o mobile devices, designing experiences around data collection and logging (e.g. ood/symptom/

weight logs). The general best practice is to have apps launch without requiring any orm o password

protection, but you should consider oering that unctionality i users are likely to want to keep their

inormation secure.

Take Full Advantage o 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 rom the desktop world, including being

omnipresent in users lives, having always on data connections, including phones or tap-to-call16

functionality, being able to deliver push notications, and being lled with sensors like microphones,

cameras, GPS, accelerometers, gyroscopes, etc. Take ull advantage o these properties to deliver an

experience that users couldnt have elsewhere and they will make repeated use o your app.

16 Tap-to-call involves tapping a button in your app and having a sales or customer service rep place an immediate call to

the users phone. This is particularly valuable or HCP-ocused apps.


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MOBILE ADVERTISING

Mobile advertising is a relatively new eld, emerging as the mobile platforms have gained higher

and higher penetration rates. There are two signicant opportunities available to marketers aimed at

promoting your product, driving trafc to your mobile site, and leading would-be users to download your

app.

In-App Advertising: there are our major networks oering 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 oering the richest capabilities or

dynamic ad ormats. Both are amiliar with the DTC regulations and can provide ad ormats

that allow or the inclusion o Important Saety Inormation (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 eective as you only pay when someone clicks and

ultimately installs your app.

Mobile Ad Networks: all o the major ad networks now provide the ability to target web-

based ads at mobile users, displaying them only to mobile devices that meet specied

criteria. CPM rates are quite similar to those you would nd for desktop inventory. This can

be an excellent method to reach consumers outside o the desktop, as this graph illustrates:

1pm

8pm

7am

11pm

Time

Desktop use Smartphone use

Traffic

Source: Google

Your media partner should have relationships in place with vendors of both types of ads and be in a

position to advise you on the best strategy or your campaign.


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SUMMARY & CONCLUSION

Now is the right time to make an investment in mobile marketing. Even the recent recession has not

kept consumers rom voting with their wallets, demonstrating an extremely high level o demand that

is making smartphones some o the astest adopted technologies in history. 2011 promises to only

reinorce that trend, with Android likely to become the dominant smartphone operating system, tabletsexploding onto the scene, trafc shifting increasingly to mobile devices, and app downloads breaking

new records. We also expect that pharma and healthcare content, including sites and apps, will play

an increasingly large role on mobile as consumers and HCPs become more comortable with the

technology and build a greater level o trust with its place in their lives. It is an exciting time to be a

pharma or healthcare marketer and we hope you will embrace the mobile revolution with open arms!

How to Embrace the Mobile Revolution with Open Arms

1. Make mobile website testing a mandatory step in every web-based

campaign you undertake going orward.

2. Develop a mobile-optimized version o 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 o this document

in mind as youre planning it.

3. Build an app or iOS as a pilot, ollowed closely by Android when it

has matured to version one. Build a BlackBerry app at the same time

i BlackBerries are prominent in your target audience.

Klick Mobile Marketing

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