DMD’s statistics show that two-thirds of all healthcare professional (HCP) email is opened on a mobile device. Why is that important for brand managers working with HCPs? If you’re not designing for mobile, you’re not creating a compelling digital experience for two-thirds of your audience.
Designing for Mobile First
The digital experience on a mobile device is dramatically different than the digital experience on a PC. When designing mobile-optimized emails, consider what ClickZ Partner Bryan Eisenberg had to say: "If you think of desktop searching, browsing and shopping as sitting down for a full course meal, you have to think of mobile as grabbing a snack on the go."
Optimizing the digital experience for today's mobile users requires a complete rethinking of how campaigns are conceived and carried out. Contrary to designing a campaign for analog or Web channels, which begin with a "big idea" and end with creative elements, designing for mobile begins with recognizing the limitations of the platform and the desired digital experience, working back to the "big idea."
What does the digital experience mean for mobile users? Consider how people engage with their smartphones. Due to the small screen size, your campaign message must be broken into small, bite-sized morsels, each with a compelling message that encourages mobile behavior such as swiping to the next screen or clicking on the call to action.
Digital Experience Vs. Digital Communication
The digital experience for mobile users also means that your message is short, concise, and to the point. Think of the rocketing popularity of SMS text messages, even within the HCP community. Think of the rise of 140-character Twitter. The premise of digital communication in the mobile era is thin, fast, and easy to grasp.
Leveraging the unique benefits of communication in the mobile channel also recognizes the smaller bandwidth of mobile networks as compared to the PC experience. An HCP throughout the course of a busy day engages with his mobile device on the go, tapping between apps, text messages, and emails. If an email doesn't render instantly and accurately, it's dismissed with the tap of a button. Rich media, complex messages, and over-the-top graphics sometimes enhance the PC experience, but they typically detract from the digital experience for today's mobile users.
Why is this important? The reality today is that nearly 90 percent of HCPs use a mobile device at work, a number that will only rise in the coming years as tablets and phablets become more affordable. Designing campaigns that reach your audience where they are in the digital world is essential to successful outcomes. That means designing from the bottom up with mobile in mind. Subject lines optimized for mobile, carefully crafted preheaders, razor-thin media, and compelling bite-sized content that encourages mobile engagement are the new keys to success.
If your HCP email campaigns are underperforming, download our free e-book, "Leveraging the Power of Mobile" for insights and guidance on designing for this powerful digital communication platform.