Mobile pharma strategy- do you jump on the band wagon? #digipharm
I was recently reading an article from Daniel Ghinn taken from his talk at Mobile Pharma World Europe last week. I wasn’t able to attend so was nice to catch up with what he spoke about. His talk was on mobile pharma strategy. He seems to touch on what quite a lot of the mobile pharma experts are saying at the moment- that people are greater than the technology. He goes on to explain that if the technology you are creating doesn’t serve a need people have then the technology is irrelevant. It sounds obvious but a lot of people panic and end up trying to create a app through fear of missing out.
He uses Apple as an example of a company that first and foremost aim to understand people and then understand technology. Who better to take a leaf out of their book than Apple!
Mobile is such a personal and intimate way to reach out to people that you probably have to take extra care when using this medium in your marketing strategy. I for one don’t mind getting promotional emails but if I get a text from someone promoting there services and it’s not from a company I feel passionately about then it just annoys me. So when using mobile really think about who your customer is and what need they have that you can fulfil. If what you are offering is useful then your customer will happily let you “get intimate” with them via their mobile!
To summaries Daniel says not too panic and feel that you have to have an app and jump on the band wagon. When you have a great idea that will fill the need of your customers then make sure you set goals, know your customer and select the right channel for them. If that is mobile then go for it!