It’s a bold but understandable claim emerging from the findings of a new study today.
A key challenge to creating high-impact mHealth initiatives is the failure to outline clear objectives and develop well-defined action plans.
That’s the assessment made by Cutting Edge Information, which commissioned the new study “Pharmaceutical Mobile Health: Transforming Brand Marketing, Healthcare Communication and Patient Adherence.”
According to data gleaned from the research, companies often base their mobile development decisions exclusively on competitors’ apps.
Many companies do not know where they’re headed when they start developing a mobile strategy.
Additionally, a summary of the study’s findings reads, some teams are already behind the global trend and focus too heavily on catching up. Still other companies misperceive what having a mobile strategy means.
“Mobile initiatives should address a clear market need,” said Adam Bianchi, chief operating officer at Cutting Edge Information. “As such, pharmaceutical and device companies must define their objectives before starting any mobile initiatives. When developing apps, teams should focus on the needs of their target audiences before their own. Of course, an effective app has to be compatible with each company’s capabilities.”
Forward-thinking companies approach mobile strategy development as a systematic process. A pharmaceutical executive from a Top 50 company recommends looking internally before developing a mobile strategy. First, companies need to understand why they want to go mobile. Determining the rationale behind a mobile health strategy is a company’s first responsibility when developing an mHealth initiative.
To learn more about the study or to inquire about purchasing the full report, click here.