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

    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

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    Q4

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    Q1

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    Q1

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    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