Getting Started in Mobile Marketing

Getting Started in Mobile MarketingA Pharma Marketer’s Guide

Jay GoldmanVP Strategy, Klick Pharma

jgoldman@klickpharma.com

http://twitter.com/jaygoldman

GUIDE TO MOBILE MARKETING

http://klickpharma.com/mobile_marketing

Agenda

Mobile Websites Mobile Apps Mobile Advertising

2011: Year of Mobile

Defining Mobile: Devices

Featurephone Smartphone

Defining Mobile: Desktop

DesktopDesktop

Defining Mobile: Tablet

TabletTablet

2011: Year of the Mobile Smartphone (and Tablet)

Dr. Google Says…

75%research

symptoms online

70%research after prescription

Yahoo! and Nielsen say…

48%want healthcare or medical-related

content on phones in next 12 months

Pew Internet and American Life Study says…

61%search online for health information

that affects their decisions and actions

Traffic Trends

Traffic Trends

29%of 18-29 year olds use phones to

access healthcare info now

Morgan Stanley says…

>50%of all web traffic from mobile by 2013

Global Mobile Health Market Report says…

500mpeople using healthcare smartphone

apps by 2015

And, of course, tablets

Forrester says…

82mAmericans with tablets by 2015

Mobile is more than ‘marketing’

•Marketing (un/branded)•Patient support•Sales force enablement•HCP tools and info•Detailing/leave behind•Sky’s the limit

MOBILE WEBSITES

Tested OptimizedAlways Always

Link

Many Faces

Mobile Browsers

Context of Use

Pow

er

Privacy

Quiet

Audio

Comfort

Keyboard and mouse

Lighting

InternetFast

Loud

Touchscreen

Uncomfortable

Public

Battery Slow

Photos by Kawa0310 and gogoloopie. Licensed under Creative Commons. Some rights reserved.

Driving Traffic

Mobile Advertising

m.klickpharma.comDistinct URLs

QRCodes

Mobile Website Challenges

Browsers

Context of UseUser Interface

Adobe Flash

MOBILE APPS

Market Share

Gartner says…

17.7bapp downloads in 2011

Gartner says…

185bapp downloads in 2014

Apple has…

>10bapp downloads

eMarketer says…

86%of smartphone users aged 35-44

have downloaded an app

The rise of Android in 2011

< $100Android phones

$10data plans

Getting to MRL

•Pre-review and approval•Background info and partner•In-person and e-assets•Devices handy•App store reviews

Design Considerations

Confidentiality/Privacy Take Full Advantage

MOBILE ADS

Ad Networks

Mobile advertising – a sample

73million monthly

uniques

8/10US mobile web

users

3700+devices

What do mobile ads look like?

CARPE ANNUM

Three Steps to Mobile Nirvana

1. Test everything2. Optimize in parallel (or after)3. Pilot app, test, optimize,

spread

SALES REP ENABLEMENT

Sales Enablement Ad Board

Want to be part of

it?

Contact us!

Please contact me with any questions or to participate in the Sales Enablement Ad Board

jgoldman@klickpharma.com

1-877-885-9957 x. 2045