This guide aims to provide pharma marketers with an overview of the key issues and challenges surrounding mobile marketing, as well as some potential solutions for effectively leveraging this channel within the complex regulatory environment. Employing real data and healthcare industry case studies, this guide will explore the common challenges with the core strategies most frequently deployed in mobile: optimized websites, native apps, and advertising. This guide will provide an overview of each tactic, the associated legal/regulatory issues, and potential approaches to help marketers implement programs successfully.

In reviewing each tactic, we will address concerns and questions commonly cited by healthcare marketers.

Mobile Optimized Websites
• introduction to mobile testing and optimization
• overview of mobile browsers
• driving traffic
• mobile challenges

Native Mobile Apps
• overview of the mobile app opportunity
• understanding hardware vs. operating system vs. ecosystem
• apps for pharma and healthcare
• design considerations

Mobile Advertising
• in-app advertising
• mobile ad networks
• fair balance and ISI

When you’ve finished reading this guide, you should have a much clearer picture of the major challenges facing healthcare marketers in mobile, understand what other brands are currently doing in the marketplace, and get some ideas on what you can potentially do to better leverage mobile within the regulatory framework.