Sven Awege (@svennieco) writes:
Over the last 20 years I’ve heard huge numbers of people get really excited about the latest fad. As a digital evangelist I guess that is to be expected. But are “mobile apps” (in Pharma) any different?
Simply put, no (but read on until the end, there is a twist).
Personally I love the Gartner hype graph. It really does fit the cycles that technologies go through (where innovation overtakes conventional wisdom). The bit that really gets me excited though is the part coming out of the trough of disillusionment. This is where we see a more mature understanding and approach, and the headless chickens have already run off to the next buzz word, leaving the professionals to industrialize solutions.
Currently I’d say mobile apps, in the Pharma industry, are on the rapid slide down after the big hype. We’ll see many (more) projects die painful and internally mediatized deaths, as the true value propositions start to appear. This is also the phase when we need to anchor mobile value into the bigger picture of multi-channel engaging communication, where Pharma starts changing how it sees its customers with some serious behavioral (and budget) changes associated. If we do not achieve this now then mobile might take another 5 years to mature within Pharma.
But for now lets assume that we’re looking for a shorter-term business case of a marketing driven mobile app initiative.
Initially this type of project seems like it should be easy to define and execute. In reality the environment in which we work will dictate otherwise, meaning that we should not go into this with our eyes shut just because our trusted agency recommended an app project.
Firstly we need to ask the question:
Why build an app in the first place?
[AS: Read the rest of Sven's article on his Pharma Strategic blog by clicking on the title link above.]