The rapid evolution of technology demands adaption in healthcare. To increase digital marketing ROI, healthcare marketers must monitor digital innovations and capitalize on key trends.
The Outsized Importance of Mobile in Healthcare Marketing
Perhaps the most significant trend over the past several years has been the meteoric rise in mobile device use among healthcare professionals (HCPs). The number of HCPs who use mobile devices at work has climbed to nearly 90 percent; full saturation is not long in the future.
Data reveals that 60% of HCP emails were opened on a mobile device in 2014, a trend that continues in 2015. In a recent analysis DMD released to its clients, open rates were 50% higher on mobile devices, but click-through rates were 33% lower. The study also revealed that there was relatively little drift between devices, which underscores the importance of getting it perfect for mobile since you cannot expect that the recipient, once interested, will go to the PC version.
Too many marketers view responsive design as a costly option, but this is short-sighted thinking. HCPs do not engage with emails that don't render quickly and accurately on a mobile device. Responsive design is just one component of a mobile email campaign. Design elements, including subject lines, graphics, and calls to action, must account for mobile navigation and mobile behavior to drive engagement.
Changes in Metrics
The rise of mobile use has also brought new data to the forefront. New metrics, including tap-through rates and glance-through rates, provide insight into how HCPs engage with the mobile email channel. For HCP marketers, the tap-through rate is a key performance indicator for campaign success given the heavy mobile use in healthcare. These tips can help leverage engagement:
- Use deep linking to take users from email to app pages for a smoother user experience.
- Incorporate calls to action that initiate the desired response (e.g., like tap-to-call, tap-to-text, or tap-to-email).
- Use mobile-optimized buttons and links.
- Design tap-through-friendly landing pages.
Another metric that matters is the glance-through rate. Statistics show a rise in the ratio of total opens to unique opens, from 1:1 in past years to 1.4:1 now. This indicates that mobile glance mentality is on the rise. More HCPs are skimming their emails on their smartphones and returning to them later on another device, such as a tablet or desktop. This behavior further emphasizes the importance on engaging subject lines and preheaders.
DMD has accumulated and analyzed vast amounts of data over the course of 15,000 HCP email campaigns. For DMD’s in-depth analysis of the changing HCP email marketing landscape, download our free e-book, Metrics that Matter.