Mobile marketing in diabetes management

Web 2.0 has successfully built communities. It has also helped online marketing experts, identify, and offer services /products to right audience. With marketing getting more ROI centric, it becomes important that products/services are offered/persuaded at just right time to right audience again and again rather than just right audience (in case of web 2.0).

In pharmaceutical industry, one of the biggest challenges for marketing to lifestyle disease patients is compliance. Heres a visual example of how I used mobile technology to bring in patient and company interaction. The case shown below is for patients using glucometers. Objective was to increase compliance for usage of glucometer at regular interval. With 90% success observed in compliance adherence, I worked on creating diabetic community on mobile phone. The community now competes for compliance with the help of small game that sits on mobile phone. The game shows up scores pulled out of mobile phones of connected community.This leads to motivation of players. The community is directed to wap/.mobi sites or regular community sites on web, when they log onto web. This enables 360 degree capture of clients. Net result was excellent compliance, increased sale of glucometer strips, and of course a happy Physician. The Physician has been able to appreciate the initiative taken by pharma company.