Do’s and Don’ts mobile marketing

Key industry stats (comScore 2012 Mobile future in focus February 2012)

•  44% of mobile subscribers use

smartphones across EU5 (France,

Germany, Italy, Spain and the UK)

•  Android: 50% iOS- 30% of the

smartphone market;

•  Health ranked as the fastest-growing

mobile media category in the U.S. in 2011

•  48.4 million EU5 smartphone users accessed

social networking sites or blogs

on their mobile devices at least once in

December 2011

•  Tablets took less than 2 years to reach

40 million products in use in the U.S.

(7 yrs mobile)

•  Across EU5 markets, 8.3 percent of all

mobile subscribers also have a tablet device

Windows XP

Windows 7 Windows

Vista

iPhone OS

Mac OS X

Linux

Mobile Device Symbian RIM OS

Android

Operating system 2011

Windows XP

Windows 7

Windows Vista

iPhone OS

Mac OS X

Linux

Mobile Device

Symbian

RIM OS

Android

Nintendo Wii

iPhone

iPad

HTC

BlackBerry

iPod Nokia

Other

Device usage unique users 2011

iPhone

iPad

HTC

BlackBerry

iPod

Nokia

Other

Image:  

More than a novelty

Convenience Your phone: always by your side

Mobiles are instant

Mobiles are instant Where and when you want it

Interaction You can look and touch

User engagement in their time, on their terms Waiting for a meeting, bored in a presentation

We expect a lot from our phones (and so do HCPs)

A world of possibilities Endless opportunities for mobile engagement in pharma

A bit of “black” magic

But for pharma…?

APP  DEV  PROCESS  

Divider  for  dra7  purposes,  not  for  presenta>on  

•  Vision •  Communication •  Organisation

•  Strong interactive background

•  Understands potential of mobile

•  Creative flair

•  Vital •  Advise •  Troubleshoot

•  Strong mobile •  Good relationship with

Designer •  Experienced interactive •  Problem solver

App Development: The Long and Winding Road

‘I want an app!’

Really think

Do your homework

Survey the landscape

Establish KPIs

Consider your platforms

‘I want an app!’ I’ve done my research

Image:  All  listed  ppl  crammed  in  room  (can  just  see  them  through  doorway,  as  if  jammed  in  stockroom).  Man  outside  

shou>ng  ‘No-­‐one  leaves  >ll  you  think  of  something’        

["tle]  Development  process    

Above  to  be  come  on  stage  by  stage  as  speak.  Also  add  extra  arrows  to  indicate  where  might  go  back  and  forth  (e.g.  a7er  

tes>ng  might  go  back  to  design)  

["tle]  Development  process    

Above  to  be  come  on  stage  by  stage  as  speak.  Also  add  extra  arrows  to  indicate  where  might  go  back  and  forth  (e.g.  a7er  

tes>ng  might  go  back  to  design)  

["tle]  Development  process    

Above  to  be  come  on  stage  by  stage  as  speak.  Also  add  extra  arrows  to  indicate  where  might  go  back  and  forth  (e.g.  a7er  

tes>ng  might  go  back  to  design)  

["tle]  Development  process    

["tle]  Development  process    

["tle]  Development  process    

LAUNCHING  AN  APP  

Divider  for  dra7  purposes,  not  for  presenta>on  

If you build it, they will come.    

If you build it, they will come.    

might    

If you build it, they will come.    

might    

1 in 5 free apps downloaded less than 100 times    

Print

Web ads

Microsite

Online networks

PPC

Seeding

Social Media

eMarketing

To  finish?  

Need  to  think  of  closing  slide.