RESEARCH TRIANGLE PARK, N.C.--()--Drug manufacturers are investing in tightly controlled mHealth pilot programs to better understand where to make future investments, according to a recent study by Cutting Edge Information.
“Once an idea has been piloted and has demonstrated its value, stakeholders are more likely to enthusiastically support a new idea”
The study, “Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence,” found that pilot programs can be invaluable to mobile health group provided that they have clear endpoints. To prevent a mobile health pilot program from becoming an endless test loop, mHealth groups need to gain executive buy-in for future investments.
“Once an idea has been piloted and has demonstrated its value, stakeholders are more likely to enthusiastically support a new idea,” said Michelle Vitko, senior analyst at Cutting Edge Information. “Though pilot programs can be essential to building effective mHealth departments, companies must be careful. They must ensure that pilots are used as presentations of value and not merely as tools to mollify calls for greater technology.”
According to one company’s digital marketing director, mHealth teams who spend time working closely with hospitals have a clearer understanding of their overall IT infrastructure needs, which range from better information exchanges to networks for doctors.
Drug companies first must understand which initiatives suit their processes and how their regulatory frameworks cover various ideas. Many companies begin by equipping their sales forces with adaptable mobile health platforms to appeal to physicians. Mobile teams’ attention then moves to patient adherence and general health applications, which are easy to test for effectiveness. Basing project development decisions on real-life observations increases the likelihood for success and future project investments.
“Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence” (http://www.cuttingedgeinfo.com/research/marketing/mobile-health/) explores the burgeoning mHealth marketplace through qualitative best practices, detailed metrics and 10 real world mobile initiative case studies. The research also benchmarks mobile health structures, mobile health centers of excellence and mHealth development best practices. Use this report to:
- Harness the wealth of opportunities emerging in the mobile health environment.
- Stay competitive through mHealth initiatives targeting both patient and physician audiences.
- Create a strong, supported mobile health team or center of excellence to drive innovation and increase patient and physician engagement.
For more information about mobile health and digital pharmaceutical marketing, contact Cassie Demeter at 919-403-6583.