The mobile revolution is here. While the word revolution gets overused, the point is, you need a mobile strategy to reach audiences on the go (whether they are healthcare professionals, patients or caregivers). For this post, I boiled down the mass of information and strategies out there to create a quick, insider’s guide to mobile. So, here you go:

1.Right-size Your Content. DON’T take your entire brand.com website and try and make it mobile friendly. It won’t be. Instead, serve up pared back content that gives your audience only what they need—while they’re on the go.

2. Integrate Into Everyday Life. Physicians, nurses, patients and caregivers are not technologists. They just happen to be people who use technology as a part of their everyday life. Ensure your content, app, whatever—make their jobs easier. Make the management of their disease easier. Make their discussion with one another easier and more productive.

3. Make It Easy to Find. You put a lot of time and money into your solution. But nobody’s going to use your great solution if they can’t find it. So, market it. Optimize it for mobile search. Promote it using mobile media and traditional/digital channels.

4. Measure Your Success. Put the metrics and key performance indicators (KPIs) in place to know if you hit the mark (or more important if you just released a dud). Prove the value not only to your audience, but the senior management team that funded that puppy. It’s how you’ll know you made an impact in the lives of the people you touched, and also have the data to secure the funding for your next big initiative.

And, don’t lose sight of the core foundation for building any solid strategy (digital or otherwise).

• Gather Insights. You need to truly know your audience, whether HCPs, pharmacists, patients or caregivers.
• Make it Relevant. Understand what’s important to your customers. It’s not about shouting out your message or app, it’s about giving them what they want and fulfilling their needs.
• Provide Value. Whatever you’re offering—content, dosing apps, co-pay offsets—provide value. It’ll create connections and establish relationships that will pay dividends big time.

Think I missed any major steps or buckets? Email me or post a comment below.

By Kurt Mueller, Chief Digital & Science Officer
Roska Healthcare Advertising