Media planning 2018: Mobile trends in pharma marketing

With the new year on its way, it's time to start planning another set of media campaigns. Pharmaceutical marketers can expect to see higher mobile engagement as technology becomes more advanced. Keep reading to learn how to use mobile to find niche physician audiences.

Setting the stage for 2018 media planning

With each passing year, mobile's share of the media pie grows. Marketing agency Stone Temple reported that mobile takes 55.79 percent of all internet traffic, compared to desktop's 44.21 percent. However, ad spend hasn't quite caught up to the trend. This might be because engagement rates are still higher on desktop. Computer users tend to stay on pages longer.

One possible explanation for this discrepancy in engagement rates could be a matter of mobile optimization. When a site isn't properly optimized for mobile platforms, users could get frustrated easily, leading to a higher bounce rate. As more sites optimize for tablets and smartphones - and the devices become more powerful - this could very well change.

Doctors are rarely without a mobile device, utilizing the technology for personal and professional purposes.

Doctors in a mobile world

Everywhere you look, people are staring at screens, and doctors are no exception. According to Kantar Media, 81 percent of physicians use their devices to access drug information, communicate with other staff members, access reference tools and read medical research. In fact, the source reported that 75 percent of physicians use mobile to access professional journals. 

FiercePharma reported that hero stories - showcasing poignant patient interactions - will be a significant trend in 2018. When advertising on mobile platforms, pharma marketers need to make these stories brief, clear and impactful. Try to think of when your target audience will read the story, such as between rounds or while grabbing a cup of coffee.

Staying relevant with peer-reviewed content

The market for mobile content spans huge swaths of demographics, from average users to industry-specific niches. The problem media buyers face isn't a lack of viable channels, but rather a plethora of them. Casting a wide net simply isn't a viable option because you'll end up with readers you never meant to engage and you'll likely miss those who you want to target the most.

To engage physicians on a mobile platform, you need to invest in channels where they're likely to be - and where the average user has no business. For example, peer-reviewed journals are an effective advertising channel because they are most likely to be frequented by medical professionals, compared to a generic social media platform.

Peer-reviewed journals also give advertisers the ability to get granular with their messaging. For example, if a manufacturer of heart medication wants to reach cardiologists, it could place targeted ads in a cardiology specific journal.

Though the suggestions in this article may be solely based on mobile platforms, it is important to note that a multi-channel approach to medical advertising is most effective. Placing ads within printed journals, digital editions of peer-reviewed journals and in email campaigns spread a wide net among a niche audience. Wherever physician readers go to consume professional information, the same advertising messages await them.

As you plan your media strategy for 2018, consider a multi-channel approach to reach your target audience. To learn the available advertising opportunities, visit ELSMediaKits.com and contact our sales representatives.