Mobile Marketing for Healthcare: The Time Is Now

Dear House Rules,

In my pharmaceutical marketing efforts, I am torn about whether or not to push my company to invest in mobile marketing. On one hand, the pharma industry is so bogged down with regulations that it seems almost impossible to really be able to take advantage of mobile marketing, but at the same time, I see how successful it is in other industries and feel that we are losing out on great marketing opportunities by not using it. Any thoughts?


Mobile-ly Challenged

Dear Mobile-ly Challenged,

The pharma industry has definitely lagged way behind other industries in taking advantage of the marketing opportunities offered with mobile devices. While in other industries mobile marketing accounts for 60% of the media budget, for pharma, it’s just 10%, according to Tim Moore, VP of life sciences strategy for Capgemini Consulting. Says Moore, “Marketers who don’t live and breathe mobile aren’t current. Pharma needs to follow the path of other industries by merging digital and marketing to provide a seamless customer experience.”

So how can the pharmaceutical industry specifically avail itself of all that mobile marketing has to offer? The key is designing mobile marketing endeavors with the needs of the sales reps, who continue to be viewed as valuable sources of information for physicians. The sales reps are intimately aware of how physicians prefer to receive their information, so arming them with the mobile marketing tools they need to reach their physician audiences is paramount. Here are some things to keep in mind when sculpting mobile marketing strategies that will allow your sales reps to reach physicians in the most efficient manner:

  • Accessibility: Make sure that doctors can get the information where and when they need it, not matter what kind of device they are using and no matter where they happen to be at the moment – in an elevator or at their desks.
  • Instantaneity: Allow sales reps to be able to instantly access and distribute information to doctors via mobile devices. This can include a variety of information, such as videos, podcasts, brochures, etc.
  • Visibility: Ensure that sales reps have a way of seeing the results of their marketing tools, such as if the doctor viewed the information and prescribed the drug, etc. CRM software can be used to track this information so that reps know what is working and what is not.

Mobile marketing will never take the place of the sales rep being physically out there in the field, but it is certainly provide a powerful marketing advantage to the reps in meeting their constant challenge of reaching their physician customers.

If you’d like more information or advice about how you can use mobile in your marketing efforts, contact Sunny Beth White, Founder & CEO, swhite@xaviercreative.com

About Xavier Creative House

Founded in 2013, Xavier Creative House (XCH) is an award-winning healthcare creative agency specializing in pharmaceutical, biotech, and medical device. XCH’s global team of brand builders and healthcare marketers, tech-savvy go-getters, and innovative dream-vetters are passionate about the big idea that changes behavior in the healthcare marketplace. They believe life is about connections and that healthcare is about life. That is why XCH delivers bold and evocative creative solutions, amplified by meaningful technology, to energize brands and authentically connect with patients and HCPs.

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For more information, contact

Sunny White
Founder & CEO of Xavier Creative House