It’s official – more GoogleTM searches now take place on mobile devices than on personal computers. As clinical trial marketers, it’s time to embrace mobile as the primary screen for engaging patients. So what makes search on a mobile device so different? It turns out, quite a bit.
The Cost of Not Being Mobile-Friendly
What happens when you drive mobile users to a non-mobile website? Half of those visitors “bounce” or leave immediately. That’s 50 percent of potential participants that not only didn’t take your online screener but also are never coming back. In terms of organic traffic, it gets even worse. Google’s search algorithm now takes mobile optimization into account, which means your website could be pushed to the dreaded second page of search results, where patients will likely never see it.
Think Bite-Sized, Not Buffet
Mobile optimization means more than just making sure your study website fits on a five-inch screen. It’s an entirely different user experience – full of swipes, flicks, pinches, and zooms – that’s built for short bursts of interaction. So from a content perspective, less is often more. An engaging headline, concise copy, and a clear call to action to take the online screener. Brevity and usability is critical to providing a positive online experience. Always be thinking, “Would my parents be able to easily figure out how to use this website?”
If no, it’s time to simplify.
Less Disruptive, Higher Click Rates
Mobile device users click on fewer display ads compared to their desktop counterparts. One solution gaining traction with clinical trial marketers is the use of native advertising. Crafted in the same format as articles that appear on a given website, these types of advertisements aim to provide a less disruptive advertising experience for mobile users. Native advertising is particularly effective when deployed on social media services like Facebook® and TwitterTM, as well as news and lifestyle websites such as Yahoo! and BuzzFeed.
The New Frontier of Ad Targeting
Contextual, behavioral, and demographic targeting are tried and true methods for serving ads for clinical trials. But mobile offers new tools for marketers to tap into for increasing ad responses. Do you jump on Facebook at lunch? Time-based targeting enables advertisers to serve up an ad directly into your feed. How about downloading a new gaming app? If it’s ad-supported and is attracting your target demographic, it’s a potential opportunity to capitalize on. Do you have a study site near public transportation? You can use geo-location to serve ads as soon as mobile users get within a few feet of the bus or train station.
Mobile Apps Matter
Clinical trial marketing is all about exposure, and in the mobile universe the next great opportunity for impacting conversion lies in app indexing. By creating deep links within mobile apps, search engines can crawl over app content in the same manner as traditional websites, which can improve the search experience for patients seeking information about your clinical trial.