7 Reasons Why Healthcare Organizations Must Embrace the Mobile Era

If I told you that you spend eight percent of your day participating in this activity, you would assume it’s pretty important, right?

Well, any company utilizing online technology–which is pretty much every company these days–should also take note of this statistic, as it represents the amount of time people spend every day looking at a mobile screen.

Eight percent every day? It may not seem like a huge number, but spending nearly one tenth of your life looking at a mobile device puts it in perspective. It’s simply too much of a person’s time for anyone to ignore, especially companies who want to tap into the growing mobile consumer market.

Not only do people spend that much time looking at a mobile screen every day, 50 percent of all internet browsing is now done on a mobile device.

Image via freedigitalphotos.net/Stuart Miles

The mobile web is no longer the naive little brother of the desktop internet, and it hasn’t been for awhile. It’s a crucial part of business, and Mary Beth Thomsen, a Senior Account Manager at Franklin Street, a health care brand consultancy, believes it’s imperative for businesses to have their websites mobile optimized – at a minimum.

What does that mean for businesses who want to have an online presence? Having a mobile responsive designed site is the first step. If you businesses’ site isn’t optimized for online viewing, your potential and existing customers won’t stick around.

57 percent of users won’t recommend companies with a poor mobile site, according to Thomsen.

Word-of-mouth is the most powerful marketing tool around. If more than one out of every two mobile users won’t spread the word about your company simply because your mobile experience is less than adequate, you could be losing out on a lot of potential business.

One industry that is beginning to perk their ears up at this mobile revolution is the healthcare industry, From online prescriptions and mobile insurance cards, to advertising through mobile channels, healthcare providers are beginning to understand that they can provide convenient care and access to patient information where consumers now spend half of their time. Still, there are improvements to be made, and many industries including healthcare can continue to advance their mobile participation and optimization.

Here are seven “ah-ha” moments that Thomsen highlights when it comes to companies integrating mobile marketing.

  1. Remember that your audience uses different devices during various parts of the day. During the morning, consumers are primarily on their smart phones. During the afternoon, they’re on a desktop. And in the evening, they’re surfing the Internet from a tablet. Be present on all devices to reach people at the right time.
  2. Email fell off marketers’ radar for quite some time, but it is on the rise again. For example, sixty percent of Gmail is viewed from a mobile device first. That is because people open/unlock their phones 110 times a day. Because of smart phones and how easy it is to check email, we need to reconsider email marketing as a solid tactic again.
  3. Desktop and laptop usage has only slightly increased in the last 3 years; almost all growth has come from mobile and tablet devices.
  4. Mobile is just about the #1 way consumers will find you – more than on a desktop. Whether or not you think that reality is sad (i.e. people’s faces are buried in their cell phone with a blue light reflecting off of their eyes and not engaged in people aorund them), it’s the truth.
  5. 9,000 cars are sold in 1 week on eBay. A cell phone is no longer just a cell phone. It’s a camera, a computer, and a mobile store.
  6. 45% of people do research on their phone while shopping. 20% change their mind of what they originally were going to buy due to the impromptu research.
  7. 43% of the Top 100 Brands do not have mobile-friendly sites. This is a huge opportunity to fill the gap by other brands.

Written by Luke Severn

Luke is a marketing coordinator at Kaufer DMC. He loves writing, music, movies, the Seattle Seahawks and the Portland Trail Blazers.

Published June 19, 2014 by Luke Severn.
Categories: Mobile Marketing, Mobile Technology