What are the three keys of mHealth marketing?
Written by Alyssa Clark
Staying on top of market trends is no small task, and the penalties for falling behind can be detrimental to a company’s success in the mHealth market. For example, in 2011 only 5 percent of mobile healthcare’s traffic was generated from mobile devices; jumping ahead to 2013, the percentage has grown to 32 percent and counting. The marketing team’s role is paramount in advising its company to adhere to these market changes, by designing initiatives to match these rising demands. If this had gone unnoticed, mHealth companies would constantly be digging themselves out of these ever-changing market gaps.
Companies like Oakwood Healthcare have embraced the importance of mHealth marketing, and have capitalized on its pay-off. Mary Zatina, senior vice president of corporate communications for Oakwood, commented on the need for successful marketing ploys in mHealth:
"We're in a very competitive region," she said of her health system, which covers a 500-square-mile area, "We needed a (communications approach) that matches who they are, how they work, how they tick. … We needed to establish a much stronger relationship with people. We need to meet them on their terms."
Considering all of the above, marketing experts from the mHealth sector have agreed upon the following Top Three mHealth marketing keys:
1. Satisfied customers
2. Respected industry-wide reputation
3. Reliable and constant communication