Pharma, Biotech and Medical Device Firms to Ramp up Mobile Media This Year

Senior executives at health care manufacturing companies have been slow to embrace mobile media. Their reasons for the slow entrance into this new media format have to do with justifying ROI. But recently surveyed companies indicate they plan to increase use of mobile this year as they reach out both to consumers and other business.

So far, about 40% of healthcare manufacturers have used mobile media to communicate with clients, customers or employees. And, a significant majority say they are only average (35.3%) or below average (35.3%) in understanding this channel.

These businesses orient a large part of their promotional messages to other businesses. Here is how the mobile initiatives are typically positioned in the health care manufacturing world:

  • Healthcare professionals 100%
  • Consumers/​patients 59%
  • Employees 29%
  • Other 6%

But health care manufacturing executives understand the importance of marketing in this new format and plan to explore the following mobile venues in 2011:

  • Marketing/​education tool 76.5%
  • Mobilize existing website 58.8%
  • Mobile web services 52.9%
  • Text messaging 41.2%
  • Mobile apps – internal 23.5%
  • Mobile apps publishing to others 23.5%
  • Mobile advertising 23.5%
  • Other 5.9%

The vast majority (over 75%) of health care manufacturing companies plan to spend between 0–5% of their budget on mobile. And while they intend to launch new initiatives this year, they believe further investment will be held back by the perception that mobile has a lack of reach and a lack of return on investment. After the results of this year's promotions roll in, we may see more of these companies increasing their investment in mobile marketing.

[Source: 2011 Mobile Trends. Vital mHealth and Trinsic Interactive. 2011. Web. 25 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.