A "healthy strategy includes mobile


We’re all exposed to advertising in so many ways now that even marketing professionals are going back to square one and trying to figure out what to do. I always think of how I personally would want to receive information about important things like a doctor’s visit, emergency-room physician, pre-operative instructions – and even post-op instructions. Our family is very active, with construction as the main job, volleyball coaching as a second job, volleyball player and, yes, multiple injury-inducing activities like golf (we won’t talk about the ER visit due to the golf-cart ride). As a result, we’re frequent flyers for “Quick-Stop Medical’s” ERs, sprains and surgeries.

The first thing I think of is my smart-phone. I have an iPhone and iPad, and my husband has an iTouch. So we’re an “i” family. I find that I’m on my iPhone, while our 14-year-old is on my iPad and Hubby is on the iTouch – all while the TV is on, or dinner is going, or schoolwork is being done. All of these products are mobile and usually connected to wi-fi somewhere, so mobile advertising only makes sense to me.

Mobile advertising also includes mobile-friendly sites with mobile impressions delivering to them. Search is important for us, because we travel throughout Florida for tournaments when accidents happen, so we sometimes need to find an ER or “Quick-Stop Medical” for a sprained this or that. Usually, whoever is hurt is not the driver, but the driver is the one on the smart-phone trying to get directions. So I really appreciate any local ER that has GPS-enabled mobile advertising – meaning that if I’m within five to 10 miles of the hospital, I’m delivered the ad for the ER andthe directions.

Let’s move to the surgery field now. Between my family and me, we’ve had 12 surgeries in the past 14 years. If I’d had an iPad back then, I wouldn’t have had to watch the countless hours of reruns on TV; I could have the world at my hands like we do now with my iPad or iPhone. I’m a big fan of asking my friends whom they recommend for a surgeon now, so I depend on my Facebook account for advice, or I look at blogs or social-media sites to find out what others are saying about a particular doctor or hospital.

Of course, along with all these surgeries, sprains, cuts and bruises come prescriptions. As a result, I have to say how thankful I am to receive a text message from my pharmacy – after I’ve dropped off a script – that it’s ready for pick-up. Now they even send me a survey, with real questions, via text. It’s short and sweet.

A survey conducted by text, with no usage rates being charged to me, is something I’ll respond to. In fact, I’ll complete a text survey much more quickly than I will if I have to log on to a website and take a survey that has a lot of questions – just to get a dollar off my next visit. Short, sweet text surveys work for me!

So there you have it: Marketing to my family and me now includes mobile advertising that goes to a mobile website, GPS-targeted mobile impressions, social media, and text-message campaigns or surveys.

written by: Michele Williams