Healthcare Marketing: To Reach Moms We Have to Get Smart…Phones That Is

Becoming a mom triggers more dependence on smart phones. 

 A young woman has a baby.  And gets a smartphone.   That desk computer or laptop is pretty hard to manage with a baby on your hip.  And especially if you have two or three children.  But staying connected and having access is even more important.  Sharing those pictures and daily baby updates with family and friends is certainly essential.  So what do you do?  You get an iPhone, Android, Blackberry or other smartphone…  Or maybe an iPad.

A recent study by Babycenter cited research that states over half of new moms purchase a smartphone as a direct result of becoming a mom. The camera is a necessity as well as apps for getting things done and staying organized, social sites to stay connected to friends and family, and games to keep the kids entertained.   In fact, a study by Morgan Stanley estimates that in 2011 there will be more smartphones and tablets shipped than notebooks and desktops.

So for healthcare marketers, reaching moms should include a mobile strategy.    “If you are not reaching them through their mobile device, you have less and less chance to reach them at all,” according to Matt Carmichael in a recent article in Advertising Age.  And the study by BabyCenter also indicated there was a sizeable correlation between having a smartphone and moving toward a more digital mix of media consumption.  Forty-six percent of moms with smartphones have taken some form of action after seeing an ad on their mobile device.  And as reported in the Ad Age article, on average, moms with smartphones spend over 6 hours a day with mobile media, which includes email, mobile, web, apps, SMS and voice messaging.

Few hospitals have a well-defined mobile strategy or have even experimented with mobile marketing.  But in the future, it may become necessary for reaching moms. Moms are a key target for hospitals. They are the gatekeeper for their family’s healthcare and control an enormous amount of healthcare dollars.  Mobile is where they are.  It is the communication device they depend on.  It goes with them, stays with them, is the most convenient and fits into their hurried lifestyle. To build a brand and a relationship with them will mean having a mobile strategy. To reach them, we have to get smart too.


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