There are 3 key components of a mobile marketing program that interplay and get docs connected to your brand at last. Web and mobile sites/content, mobile apps and SMS play a role in the mix that connects brand to doctors, doctors to patients and patients back to the brand — order can be restored.

Mobile Web Sites
The first step in building an integrated mobile marketing program is providing mobile access to brand-specific content and applications. This doesn’t mean you trash your brand site altogether. In fact, it requires careful appropriation of web content into a mobile-specific platform and architecture tailored specifically to be accessed by mobile devices. Ultimately, you want to give program participants the option of what is most convenient for them: request samples through the web site or, if they’re on-the-move, to login and achieve the same result using their BlackBerry, iPhone or other mobile device.

Mobile web sites are built to be targeted, simplified, task-driven versions of the PC browser-optimized version, cutting out the extras that wouldn’t make sense to access via mobile in any case. Think of the “.mobi” version of the mobile marketing program site as a stripped down version that provides immediate and direct access to the core functions of the program, like ordering samples, distributing coupons, or quickly accessing critical brand information. Of course, participants can at any time go out to the web version of the site – the “.com”, access the extended version and accomplish the same tasks. It’s imperative they be able to get right to the point without fooling around via mobile.

Mobile Applications
You can achieve further efficiency and really streamline access to a brand mobile program and resources by delivering mobile applications built specifically for use with the major mobile platforms like BlackBerry™, Palm™ and iPhone™. These smaller, concentrated apps could provide doctors the capability of storing some cursory information about their accounts that would provide them direct access to tools without going through the login process each time. Further, they can be built to store frequently-accessed tools and data locally and securely. Mobile apps can also enable real-time flow of brand information to the doctor by collecting news feeds and brand updates direct to the device.
Mobile applications can be customized or built to specific program participants’ requirements.

SMS
SMS (Short Messaging System), synonymous with text messaging, is a delivery system for information that can be automated to keep participants in a mobile marketing program connected to it. Further, SMS has enabled huge barriers to be literally smashed, with coupons and vouchers now able to be offered direct to mobile—paperless! These electronic alternatives are instant, secure, and unable to be lost or stolen. And through the mobile resource center, their delivery no longer requires bulky processes or, more importantly, a doctor’s valuable time, to fulfill directly through their own mobile device or online.

You can try out our living, breathing mobile marketing program for yourself. Snoozex.mobi represents our own fully-functional mobile marketing program based around our fictitious brand, Snoozex. We’ve included all the bells and whistles, including mobile/online sampling, relationship management tools, mobile coupons and vouchers and some other things we can’t wait to show you.