You own a mobile phone, right? I mean, who doesn’t these days? They’re becoming indispensable – a natural extension of oneself. From checking Facebook to paying bills, users can do almost anything on their mobile phone. It’s clear that smartphone use is on the rise – iMedia Connection reports that of the four billion mobile phones in use globally, more than a quarter (27%) are smartphones. And according to Forrester Research, mobile ad spend was predicted to reach nearly $15 billion in 2012. It seems only natural that the growth of mobile advertising would coincide with the growth of mobile use.
But how can an enrolling clinical research study utilize this budding trend? Here are two tried-and-true ways:
1. Optimization of clinical research study websites for mobile devices:
- Eighty-six percent of smartphone users are using their phone while doing other things, such as watching TV or listening to the radio. So, a patient sees your study’s television ad and then heads to GoogleTM on their smartphone to learn more about it. By utilizing a mobile-optimized website and pre-screener, you’re able to capture your audience and spark their interest shortly after they’ve been introduced to your study. With a mobile- optimized study website and pre-screener, you’re able to pre-qualify patients anywhere and anytime.
- Research from Our Mobile Planet revealed that 94% of smartphone users look for local information and 90% of users take action as a result. With a mobile-optimized website, a patient searching for study information related to his / her condition is instantly connected with a research study nearby.
2. Deployment of smartphone-specific advertising for your patient recruitment campaign:
- Some of you may not know this already, but web ads and mobile ads are not created equally. Googling “osteoporosis” on your mobile phone and on your desktop will produce varying results. Maintaining a web and mobile presence increases your study’s visibility and will help you reach your audience more effectively.
- Surveys show that more users are turning to their mobile devices for health information, and potential study participants are no exception. Our own experience revealed that after launching mobile advertising for a research study, website traffic increased by 9%. Post-launch, 16% of all visits came from mobile devices.
- And it’s economical, too. In our recent experiences, mobile advertising proved to be more cost-efficient than any other online tactic to date. We also found that cost-per-click advertising is approximately 45% cheaper on mobile versus desktop platforms.