The pharma industry needs to prepare for a future mobile everywhere.
The number of global smartphone users will surpass 2 billion in 2016, and that number is projected to grow to 2.56 billion by 2018. These users are potential healthcare information seekers and patients, and to reach them the industry must be prepared for a future that keeps mobile front and centre of its marketing and sales plans. And whether the end user is a patient or a physician, the information must be available in every screen format, be user-friendly, and fit easily into the flow of the user’s decision-making process.
Consumers today have the expectation that they can have meaningful experiences with their mobile phone in everyday events and tasks. To truly take advantage of the mobile platform, the pharmaceutical and healthcare industries both need to provide access to services and personalised information the way other industries currently do.
“Giving consumers access to their healthcare information in this environment is absolutely valuable,” says David Moore, group director, Ashfield Healthcare Communications. “And if we don’t address it to keep par with other industries, we need to address it due to the fact that we are starting to see a more consumer-driven dynamic.”
Read the full article by Robin Robinson in Pharmavoice.