Tag: smartphone marketing

4Info and Crossix team up to see if mobile ads work on medical patients

The two companies will advertise to people who order drug refills and who visit their doctors.

Smartphone advertising firm, 4Info, has just joined up with Crossix, a pharmaceutical data company, in order to test mobile ads within the market of patients who have either visited their doctors or have ordered refills of their prescription medications.

The goal of this partnership is to determine the level of influence mobile advertising can have in this space.

The new partnership will work to measure the level of influence of mobile ads when they are delivered to people who are visiting a medical specialist or having a prescription filled. The new strategic relationship between the two companies is being made to gauge the potential of mobile devices when carefully targeting consumers within the space of the highly regulated health care industry. This has been among the goals of 4Info for some time, as it has been seeking a strategic partner for stepping into the pharmaceuticals market.

The key is to make sure there is an appropriate balance between the timing and industry regulations for the mobile ads.

mobile ads - drug refillAccording to Tim Jenkins, the CEO of 4Info, “Pharma is a huge opportunity.” Before his company partnered up with Crossix in this effort, it had previously been working with advertisers in the pharmaceutical industry in the area of targeting advertisements for non-prescription medications, through the data available via loyalty card programs.

To be clear, no medical data is used by Crossix in order to identify a specific disease or condition that an individual is treating. This will not be the nature of the mobile advertising strategy pursued by the two companies in the partnership. Instead, it obtains information from healthcare data distributors as well as individual businesses. With an analysis of that data, it determines the likelihood of a specific individual for a certain health affliction based on the non-prescription drug purchases that person has made along with the use of a loyalty card, information from prescription refills through retail pharmacies, or medical claims data that suggests a doctor has been seen.

The outcome is that, by way of data models, the companies will be able to make certain educated hypotheses as to what type of conditions each consumer could potentially have. Beyond that, 4Info tracks mobile device locations when certain apps are opened in order to determine whether or not the user is at home. When a location has been decided to be a user’s home location, targeted mobile apps based on the assumptions about that individual will be issued.

Mobile marketing is proving to be difficult, even for the pros

Marketers hare having a hard time trying to master advertising over smartphones and tablets.

According to recent data published in a report from DialogTech Insights, mobile marketing is causing quite a bit of challenge for marketers that are hoping to be able to reach consumers over their favorite devices.

The issue is primarily stemming from a lack of metrics to show whether or not their efforts are working.

The data from the firm said that mobile search and landing pages are bringing about a combined 81 percent of all calls for their customers. Equally, another 18.7 percent have been driven by mobile display and social. That said, when call attribution has not been established, mobile marketing companies don’t catch 49 percent of the conversions over smartphones and tablets. This brings about an inaccurate understanding of their return on investment (ROI) figures, and it places the optimization of their campaigns at risk.

This is happening despite the fact that mobile marketing sources have grown by 34 percent in half a year.

Mobile Marketing Proves DifficultOver the last complete year, there was a 77 percent increase recorded by the firm’s report. That report was based on an analysis of over 400,000 inbound calls that were placed to companies, and more than 60 million website sessions that had been tracked through the DialogTech platform called Voice360. That platform boasts more than 5,000 active customers spanning 35 different industries.

The data analysis in the report indicated that despite the fact that conversion rates are still significantly varied based on issues such as product and industry, the firm determined that there is an average 2.4 percent web form conversion rate on landing pages.

The DialogTech senior vice president of marketing, strategy, and analytics, Steve Griffiths, explained that “Call tracking is a form of lead attribution and marketing analytics technology marketers use it to track inbound phone calls back to the specific marketing source that originated them.” This means that call tracking makes it possible for mobile marketing companies to better understand their campaigns, ads, and keyword searches, as well as online and offline sources. A better understanding enhances the ability for optimization.