What's Your Digital iQ

Putting technology and trends to work for healthcare marketing


Predictions on the Biggest Opportunities in Mobile

The last rock star panel of the day at eDTC Revolution is doing a little predicting and prognostication. The team includes:

Some of our favorite ideas and quotes:

  • Best way to look at a trend is not the device, but how we create value on these new platforms
  • Manufacturers Credibility Syndrome “MCS” – consumers will always be skeptical about apps and tools created by manufacturers (that’s why things like Kelley Blue Book exist)
  • We have to create something that meets an unmet need or does something better than everything else
  • Within 6 months, 95% of apps are not used at all
  • One underserved area is using apps to support the dialog between healthcare professional and patient
  • Ask yourself: Is your app being used to meet the customers’ needs or to serve the company’s needs?
  • Mobile puts a premium on location and service. Years ago, everything analog became digital. Now everything digital is becoming mobile. In 2013, we’re going to see mobile becoming increasingly analog – becoming part of our real world.  It’s the post-digital manifestation of online and offline really coming together
  • That’s one of the areas to be really excited about – devices (like Fitbit or Fuel) that integrate seamlessly between offline products and on-phone apps
  • Apps have to be so easy that they’re almost mindless to use
  • Don’t make a new work flow, have it be part of their current work flow
  • A pill is one way to change an outcome. A pill connected to a system designed to promote adherence can do so much more. It’s industry redefining.
  • Most controversial question from the moderator: Most of our industry’s customers are 50+. Do older people really use apps? YES.
  • One of the biggest things we’re watching is WellDoc’s work around getting a CPT code whereby a physician actually gets paid to use, or have a patient use, an App as part of the care process. That could be game changing!
  • Just yesterday, the FCC officially allocated a portion of the wireless spectrum to MBAN and wearable sensors, powering the growth of the quantified self
  • If you want to see where it’s going, look at kids games. Physical cards that interact with games. Motion response. Really innovative interfaces.
  • A simple win: Start thinking and sharing more digitally
  • Another simple win is optimization. Brands that optimize their sites see a 15 – 20% jump in traffic
  • Best approach for most brands is responsive web design –  building one site that flexes to whatever device your customer is using
  • To support MLR, think prototyping, not wireframing. Let people get their hands on it.

1 Response to “Predictions on the Biggest Opportunities in Mobile”

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