4 tips for effective mobile marketing to patients

It's hard to walk down the street and not pass by at least a few people on their smartphones. Mobile devices have changed the way people access information, and it is also reinvented how people monitor their health. According to Alego Health, there are more than 40,000 healthcare apps available to patients, and almost every person in the U.S. has downloaded one of them. Currently, mobile health is a $1.3 billion industry, and it's supposed to grow to more than $20 billion by 2018. In the past, healthcare has been slow to adopt certain innovative marketing strategies, but this kind of information shows that it's time to change. It's becoming increasingly important for the industry to add digital and mobile marketing to the mix. Adopt these mobile marketing best practices for reaching patients.

1. Use data wisely
As with most marketing strategies, data is everything. It's extremely important to track the results of each communication. Researching past email opens and click-through rates, for example, can help give marketers insight into how to best target consumers in a digital setting. Low open rates may point to ineffective subject lines or improper segmentation, and a high number of opens with low engagement could mean improvements need to be made to offers and messaging. Study which of your strategies is most effective and which ones need work when approaching patients.

Patients can access health information wherever they might be.Patients can access health information wherever they might be.

2. Go mobile
With so many consumers constantly accessing information from their mobile devices, it's crucial that marketers meet them there. Work with a trusted healthcare marketing agency to design a responsive email template. This will ensure that emails render properly on all devices, and engagement rates won't drop simply because of difficulty in reading your messaging. Similarly, the agency can help you create a responsive website that will also look beautiful on a mobile device. Don't let the design of your site be the reason why patients go elsewhere for information or resources.

3. Include research
Nowadays, promotional marketing isn't nearly as effective as content marketing. In an age where many people receive multiple marketing emails every day, it's important to take time creating an email that won't immediately end up in the trash - or worse, the spam folder. One way to do this is by shifting from messaging that's strictly promotional to content that's engaging and informative.

"Your audience wants to benefit from the emails they read."

Fortunately, it's easier than ever to get your hands on research that's interesting to your audience. Set up Google alerts for some of your service's buzzwords and scour the latest news in your industry. When you come across news-worthy information, use it to craft a compelling message. Your audience wants to benefit from the emails they read. By including research in your messaging, you're ensuring that they get value from your efforts. That alone can help reinforce your brand as a thought leader.

4. Craft compelling CTAs
The call to action is one of the most important parts of an email. Ideally, it should sum up the main message of the email and direct recipients to a page on your website where they can learn more about how your service or product can help. Experiment with different diction and see what works best with different groups of people. A qualified healthcare marketing agency can help identify the best possible messaging and craft it into an effective call to action that will lead patients to your service.