A recent Merck survey found that smartphones and tablets are altering the way healthcare is provided.

A new survey by Merck Manuals showed that mobile health technology is changing the game. These mobile digital resources are helping doctors and patients in the way that care is provided. The survey revealed that doctors feel confident in their ability to keep up with digital and mobile technology.

The physician participants in the survey said they were ready for the changes being made in information tech.

The main focus of healthcare has been moving toward value and efficiency. In this effort, mobile health technology has considerable potential for doctors. They feel as though they are properly equipped to keep up with this tech shift.

The survey involved the participation of 220 physicians. It was held at a recent medical conference at which the vast majority of participants said that mobile technology such as smartphones in their offices has changed the way visits occur. This applies both in the case of their own smartphones and those brought by their patients.

More than 4 out of 5 doctors feel mobile health technology has changed the dynamic in their offices.

Among the respondents, 81 percent said that being able to obtain medical information over mobile devices has caused multiple changes in their offices. That said, physicians feel they are prepared for what is to come. They feel tech savvy enough to be able to use the devices and apply them effectively to their patient interactions.

Among those who feel prepared for the tech shift – 75 percent of the respondents – two out of three say they use mobile technology a minimum of ten times per day to access medical information. They feel this tech helps them to keep up with patient interaction needs and demands for time.

Eighty percent of the doctors who use mobile health technology devices at work use information they learn from apps and online information databases. They are using this information to provide themselves with more detailed information when making a diagnosis or recommending a patient treatment plan. Another two out of every three are keeping themselves up to date with medical news over mobile devices.

Applications are now being used to help enhance the rate of customer engagement while shopping.

Marketers are continuing with their rapid adoption of techniques to reach consumers via smartphone and the popularity of mobile commerce apps is a new reflection of that attitude. A new report suggests that these marketers are using mobile applications as a new way of reaching their target audience.

The report was titled “Quantifying the Rise of Mobile Apps & The Value of Deep Linking.”

That report was published by The Relevancy Group in conjunction with Branch. The research data indicated that almost 45 percent of marketers are now developing and launching mobile commerce apps to enhance customer engagement. Furthermore, over 40 percent of marketers are looking to mobile apps to boost brand loyalty. About that same percentage of marketers are also using applications for the purpose of driving sales.

Marketers recognize the increasing value of mobile commerce apps to drive revenue.

When asked their opinion about the effectiveness of m-commerce apps in driving revenue, marketers ranked them as fourth on the list of most effective channels. Above applications in terms of their effectiveness were: display advertising, social media marketing and email marketing.

According to Branch’s Todd Patton, “Email marketing remains an important part of your marketing efforts.” Furthermore, “Email is the best channel to directly reach potential customers and loyal supporters, “ he said.

At the same time, marketers acknowledge that email marketing can be very effective while at the same time being easy to use. It remains a central marketing tactic for brands due to the simplicity of the tools required in order to reach customers. It is quick, cost effective and it reaches people on virtually any connected device.

A previous Adestra and Ascend2 report called “State of Digital Marketing – Benchmarks for Success,” showed that 61 percent of marketers feel email is the most effective marketing technique. Only 23 percent felt that it was the most challenging tactic to effectively execute.

That said, 38 percent of marketers felt mobile marketing was the most challenging to execute. Still, its effectiveness appears to have made the challenge worthwhile considering the rising number of mobile commerce apps being produced.