A large number of pharmaceutical marketing companies have begun relying on mobile applications to cater to consumers of today's electronic age. While the U.S. Food and Drug Administration has provided guidelines on how to appropriately and effectively market products through sites like Facebook, there are very few tips on how to promote medications through mobile apps. Although apps serve as efficient platforms for advertising, they do require a few steps to ensure you're making the most of them and attracting your target audience.
If your pharma company is considering investing in a mobile app to promote your medications or you already have one and simply want to increase your return on investment because it's not quite there yet, remember these tips to effective mobile marketing.
1. Market your app
While you have created an app for your company so that you can effectively advertise your products, it's important that you're also marketing your app. A great strategy is using your business' website to promote the app. Have a link that leads users to a web page that tells people more about what your app does and how to download it. This is a great way to get existing customers to start relying more on your new app.
Using social media will help spread the word of your app to both current and potential customers. Add a section on your Facebook page with information about it and, just like on your company website, make it easy to find more information about how to download it with a clickable link.
2. Create an enticing app name
While it may not seem like a big decision, especially because most businesses simply call their apps by the name of their companies, carefully deciding what your app is called is essential. Pick a short title paired with a description that includes keywords to direct traffic to your app's information and download options online.
"You should be proactively setting your app's name, keywords, descriptions, and screenshots," Robi Ganguly, CEO of Apptentive, a company that helps businesses receive customer feedback on their mobile apps, told Kissmetrics. "There are some great tools for improving your App Store Optimization that will help customers find your app in the app stores. Check out MobileDevHQ, SearchMan or Appnique."
3. Connect with your consumer base
One of the last steps to creating an effective mobile app is connecting with the customers who use it. After all, one of the biggest advantages of offering an app to your target audience is having the ability to better engage with consumers. This gives them the option to ask you questions and express concerns and problems they may have with your products. Establishing a two-way communication channel within your app makes your customers feel that they're being listened to and that having your app has advantages. Ultimately, it makes them feel special, which is important when you have so many competitors trying to get attention from consumers.
4. Make it easy and attractive
Everything from downloading the app to using it should be simple for customers. If they are directed to a web page where there are links to download your app, but the links don't work, consumers aren't going to waste their time trying to figure it out.
"We can't tell you how many times we've come across a site for an app and found the links to download the app to be non-existent," Ganguly said in one of Appentitve's blog posts. "Make sure that you're using the right links for downloading your app wherever you establish a presence and get good at tracking those links as well."
Customers are going to want to use the app on the go, so make things clickable and ensure information is easy to receive.