A new benchmarking study by research firm Cutting Edge Information advises life science companies to create more relevant content when developing mHealth apps by better understanding end users' current mobile trends.
This is the first and most important step toward developing a comprehensive mHealth strategy, according to the study. By pursuing a "researched" objective, whether features, content or functionality, a company can add value to its brand.
"Companies sometimes don't fully understand the fundamentals of interactive communication," said Michelle Vitko, senior research analyst at Cutting Edge Information, in an announcement. "The pharma industry has historically informed patients on topics that did not necessarily pique their interests."
Nevertheless, companies need to engage in active conversations with their target audiences. Incorporating the "voice" of the patient is crucial to elevating brands and differentiating them from the competition. However, as the study points out, an mHealth strategy is not solely focused on patient communication but to all end users, including physicians or other stakeholders.
As a result, mHealth initiatives should be approached more as an active two-way conversation with end users, the study found. Cutting Edge Information recommended that companies travel to all healthcare settings and interact with the target audience, physicians and patients alike, which allows companies to get a better sense of customer needs and wants.
To learn more:
- download study