According to Manhattan Research, nearly 50% of physicians are now accessing electronic versions of medical textbooks on their mobile devices. As a result, physicians are now accessing electronic medical textbooks on their mobile devices dozens of times a week, often at the point of care. This means new opportunities to deliver branding and clinical messages to HCPs—and integrate it into their daily workflow. Branding can be delivered to physicians through a “Splash” transition screen every time the physician accesses the mobile textbook . In addition pharmaceutical marketers can sponsor “Key Words” which, when searched within the mobile textbook, deliver clinically relevant sponsored messages to physicians.
As more and more physicians use mobile devices to access health information, per the new eMarketer report “Take Two Apps and Text Me In the Morning” there are going to be a lot more opportunities for marketers to extend their reach. However the to maximize the placement of these messages marketers have to ensure that the messages are relevant to their target audience(s). The days of one message for all segments is long past. Today your message not only has to be personally relevant it has to engage HCP’s leveraging mobile device technology.