Mobile Marketing & Healthcare

Nonprofit Enroll America was one of the first organizations to give advertisers insight into the effectiveness of mobile ad campaigns in the healthcare industry.

By using creative that asked a question, Enroll America was able to collect valuable data as well as ensure they only reached consumers without insurance.

Creative on banner ads asked, “Why do you not have health insurance?” Consumers could then answer the question by clicking on “cost,” “complicated” or “lack info” buttons. Out of the campaign’s 53,327 consumers who answered, 35 percent picked “cost,” 32.4 percent chose “complicated” and 32.6 percent clicked on a “lack info” button. And, 40 percent of the consumers who answered the question clicked through to Enroll America’s website to learn more about health care options.

“They’re delivering ads only to people who don’t have health insurance, and one of advertising’s biggest challenges is making sure that you’re presenting your message to the right people.”

– AdWeek, “How Mobile Ads Found 53,000 Uninsured Leads for Healthcare Provider”

With tightening regulations and new technology constantly emerging, mobile has become an essential tool for Healthcare/Pharma companies to reach consumers.

  •  Although TV still gets the majority of ad dollars from this sector, better targeting and concern that the US Food and Drug Administration (FDA) will ban direct-to-consumer TV ads for prescription drugs in the future are encouraging brands to consider digital channels to connect with consumers and healthcare providers.
  • As the era of blockbuster drugs comes to an end, many prescription drugs in the pipeline will cater to diseases with specific remedies. As such, they will require more highly targeted campaigns and strategic use of digital channels. Overall spending by pharma will not decrease, but it will be reallocated as brands get better at using data to target specific markets.
  • Mobile advertising offers another level of personalization, and marketers see the platform as the way to optimize targeting.
  • Laws requiring physicians to keep electronic records on patients have driven more healthcare providers to digital device usage, and to more digital interactions with brands. Therefore, brands are shifting business-to-business (B2B) marketing budgets to digital, and more specifically, to mobile.
  • Wearables are also increasing the number of healthcare-related digital interactions with consumers. How devices such as fitness trackers, medical monitoring devices and smartwatches will affect ad spending in the healthcare and pharma sector remains to be seen, though.

– Emarketer, The US Healthcare and Pharma Industry 2016: Digital Ad Spending Forecast and Trends

The Power of the Digital Wallet

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Digital wallets are becoming extremely popular for mobile device users as they make shopping both online and in-store incredibly simple. When we refer to digital wallet, we mean electronic devices and programs used to make payments for purchases digitally, without presenting a physical credit card, debit card or cash. Some examples include: Apple Pay and Android Pay.

Many tech analyst believe this is the future of money. Digital Wallets can incorporate various features such as tap-and-pay on smartphones, gift card apps with scannable QR codes and even digital smart cards that mimic the features of a regular credit card. A smartphone digital wallet will help you pay for stuff, but it will also store your concert tickets, bus and subway passes.

As the millennial generation begins to take over the consumer market, the digital wallet will continue to be adopted at a rapid speed due to its convenience. Mobile-based payments in the United States are expected to reach $142 billion in volume in 2019.

How can Digital Wallets benefit my business?

Adopting the digital wallet to your business plan lets consumers know that you are up to date and care about the consumer’s experience with your brand. Many of these digital wallets, such as Apple Pay and Android Pay, allow businesses to build loyalty programs which can help keep customers coming back.

As a merchant, you benefit from the use of digital wallets because they’re protected against fraud and they help sell more products, faster.

How secure are Digital Wallets?

According to SmallBizTrends, “New EMV terminals adhere to a “chip and pin” standard, established by the credit card industry, that produces a unique transaction code (called a “token”) for each purchase. As such, EMV credit cards are more secure than cards with magnetic stripes, and this new standard enables payments to occur via NFC over POS systems.”

Because digital wallets are rather new to the tech industry, it will still take time to convince the general public that this payment method is 100% secure. Concerns are heightened when they consider the complexity of a digital-wallet transaction, especially compared to the simplicity of cash or straight credit. Although, security experts have continually come out in favor of digital wallets versus physical payment technology.

Talk with a Rain representative today to see if we can incorporate the use of the digital wallet into your campaign!

Leveraging Data for Your Mobile Campaign

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When setting up your mobile campaigns, it is important to understand the differences between types of data and how they can be used to reach your marketing goals.

First Party Data

First party data is data you have collected about your customers on your own and is usually the best type. It can be in the form of behavioral data that you collect and analyze or demographic data that is provided by the user themselves. Often, this type of data can be gathered from website visits on a mobile device or interactions on various social media sites.

After better understanding your users wants and needs, you can adjust your campaign accordingly. This can be highly successful when using first party data that reflects a higher than normal amount of traffic in a specific geographic location.

First party data allows for retargeting, meaning targeting customers whom have already shown an interest in a product. For example, Amazon uses first party data to display what customers may want to by based on things they have bought or viewed in the past.

Second Party Data

Second party data can be purchased or retrieved from a similar entity or through media buys. It is any data that is gathered along the media buying process. This data often includes device model, location of user or software version. This data is often valuable when segmenting audiences into targeting categories.

If you are trying to market a high tech product towards a wealthier, in-the-know type of audience, second party data would help you to target your advertisements to those with high end devices that are using the latest software version.

Third Party Data

Third party data is purchased from data management platforms (often called DMPs) and then sold to marketers and companies. A couple examples of DMPs that sell this type of data on a massive scale include BlueKai, eXelate, Peer39 and Nielson.

Third party data is expansive and useful for targeting based on consumer behavior and demographics. Due to the wide range of data, marketers are able to get well rounded insights into the effectiveness of their campaigns. It is important to remember that this data is available to everyone – including competing marketers.

We hope that you leave our blog today with a better understanding of how marketers gather their data and how the RAIN team analyzes each type to choose the best for your campaign!

 

6 Ways to Stay Relevant in a Digital World

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“A new study of media usage and ad exposure by Media Dynamics, Inc. reveals that while a typical adult’s daily media consumption has grown from 5.2 hours in 1945 to 9.8 hours (or 590 minutes) currently, this has not been reflected in a huge spike in ad exposure.” (SJ Insights)

This is partially due to the control consumers have over what they see when they use tools such as DVR and fast forward online.

Digital marketing has become a crucial part of brand image and success. With the increase in popularity of online marketing, it seems that it has become a war of who can capture the audiences’ attention and keep it the longest.

If you incorporate these 6 steps of how to stay relevant with your digital marketing technique, your efforts will surely show quick results.

 

  1. Promoted posts on Facebook

It is highly unlikely that unpaid Facebook brand posts will be seen by many people.

Even with extremely relevant content, it will be worth your while to spend the extra money to boost your post. You would be surprised the effect as little as $5 can have on the posts interaction with consumers.

  1. Bloggers and Brand Advocates

If you see that someone loves what you are doing, reach out to them and see if they will help promote your brand. Ask customers to share their honest experience, not only does this give your business credibility but it also holds your entire company accountable. Online marketing and word-of-mouth go hand and hand.

  1. Reviews

Ask customers to give you a review on Facebook. This is often one of the first sites that comes up when searching for a business and can give an immediate first impression for a potential customer during the research process.

  1. Digital PR

Get your company published in a trade magazine or site. Reach out to industry specific websites and writers in hopes that they will write about your company. Not only does this reach a massive audience,  but it increases SEO (search engine optimization). People love suggestions from sources they trust!

  1. Mobile SEO

According to Moz, “Mobile optimization takes a look at site design, site structure, page speed, and more to make sure you’re not inadvertently turning mobile visitors away.”

Make sure that your website is mobile friendly, meaning the layout appears correctly on any device and the quality is flawless.

  1. Analyze Results

It is important to regularly analyze your marketing tactics to ensure that they are up to date and showing the best results. Sometimes, this calls for going outside the company to hire a professional who can perform a digital marketing audit. Often companies come out of this process with insights that they were once blinded to.

The digital world is constantly evolving, don’t be afraid to change and adapt to keep your business on top!