Embracing Mobile: The Key to Engaging HCPs in a Digital-First World
In an increasingly digital world, where information is just a tap away, it’s no surprise that healthcare professionals (HCPs) are turning to their mobile devices as a primary tool for professional development and daily information needs.
Recent studies highlight mobile phones as the dominant device for work-related purposes, presenting a significant opportunity for pharmaceutical marketers to adopt a mobile-first strategy to connect effectively with their target audiences. But why is this approach so critical as we head into 2025?
Time-Poor HCPs: A Universal Challenge
We’ve all experienced it: there’s never enough time. My own day often starts with quick checks – weather, traffic, news, school updates – and before I know it, I’m juggling children, coats, and work laptops, all before the real workday begins.
If I feel pressed for time, imagine the lives of HCPs – whether in primary or secondary care. They’re navigating packed schedules, making mobile devices their go-to source for quick, bite-sized information throughout the day.
For marketers, the challenge (and opportunity) lies in identifying these critical touchpoints. Reaching HCPs with the right message at the right moment is the ultimate goal. Done successfully, it’s the equivalent of striking gold.
The Complexity of Mobile Advertising
At first glance, launching a mobile-targeted campaign might seem straightforward – just a few clicks, some hyper-targeted ads, and off you go. If only it were that simple.
In reality, success requires a deep understanding of when and how HCPs engage with their mobile devices. Are they consuming emails during their commute, or prioritising short-form video content for quick knowledge bursts?
It’s also important to acknowledge the limitations of traditional mobile banner ads. Formats like 300×50 or 320×50 pixels are restrictive, outdated, and often ineffective. To truly connect with HCPs, marketers must explore larger, high-impact formats that offer greater value and engagement.
Unlocking Mobile Opportunities for Pharma
So, how can pharmaceutical marketers leverage mobile advertising and platforms to meet their objectives? Here are three key strategies:
- Harness Social Media for Precision Targeting
Social media isn’t just for Gen Z or Millennials. Platforms like LinkedIn offer highly targeted campaigns based on demographics, job titles, regions, and even specific times of day. Social media’s broad reach ensures engagement across all age groups – including doctors who still (affectionately) refer to it as “the Facebook.” - Event-Based Targeting
Planning to engage HCPs attending a conference or congress? Geo-targeting devices within event venues is a powerful tool. By layering targeting data such as prior engagement with therapy-specific content you can refine your audience to exclude irrelevant users and maximise relevance. This approach works particularly well with larger, high-impact digital display formats that dominate mobile screens and make a lasting impression. - Emphasise Video and Interactive Content
Mobile optimisation is no longer optional; it’s essential. Short, engaging videos are particularly effective, whether for branded treatments or guideline explainers that align with ABPI compliance standards. Repurposing existing content, such as pre-recorded webinars, into mobile-friendly formats is another smart move. Additionally, creating teaser videos for third-party channels can drive traffic to deeper content, allowing audiences to embark on a content journey.
Redefining Mobile Marketing Success
Adopting a mobile-first strategy isn’t just about placing ads on smaller screens it’s about tailoring content, timing, and formats to align with HCPs’ daily routines and preferences. By leveraging innovative formats and smarter targeting, pharmaceutical marketers can unlock the full potential of mobile to effectively engage their audience.
Mobile is no longer a supplementary channel; it’s the primary gateway to connecting with HCPs. Done right, it’s not just an opportunity…It’s a necessity.
If you are interested in understanding how Space & Time can help you elevate your strategies to HCPs to be digital-first then get in touch with our team today.
