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Rising concern about the potential for a major flu pandemic is a perfect and timely illustration of how mobile marketing can improve healthcare efforts by accelerating distribution of accurate and significant information. For comparison, consider that six to eight million computer users logged on to the WHO web site for information about the “Swine flu,” while there are now three billion mobile phones in use worldwide and more than 80% of the global population live in areas with mobile phone coverage.

The interactive capability of mobile encourages consumers to fact-check rumors, and to make reasoned decisions based on up-to-the minute data. Thus, mobile marketing of pharmaceutical medication and other health products, services and issues offers a unique atmosphere for trust-building and productive dialogue between health care professionals and consumers. An important key to effective mobile marketing is selective targeting based on that dialogue (see “Sweet Sound of a Well-targeted Ad” by NY Times writer Saul Hansell, link below).

The essential building blocks of mobile marketing are: (1) Development of permission data banks; (2) Creation of simple, well-focused messages; and (3) Integration of content and services across media channels.

Permission data banks: Unlike mass media messages, mobile consumers can choose to receive, or not, information about their own areas of interest. They do this by “opting in,” or granting permission, to communicants with messages relevant to their own lifestyle and interests. They can also “opt out” if they detect a scatter-gun messaging approach, or if the content strays outside of their parameters of how and when businesses can contact them.

Focus: Mobile messaging should be simple, conversational, and responsive to data relevant to the member(s). Therefore, a data bank of members interested in pet products, for example, should probably not include members interested in information about allergies to pet dander.

Content Integration: Integrating communications across all media channels, including digital and interactive voice response, reinforces and expands the mobile messaging capabilities. This enhances the targeted messages directed to subscriber data banks, while extending the general reach to other recipients.

Because mobile marketing offers better resource management and cost-effectiveness, it is now feasible to narrowly tailor specific messaging. Health-related applications in use or on the drawing board include remote monitoring of vitals through sensors for chronic conditions such as diabetes, cardiovascular and respiratory diseases, as well as regular reminders focusing on medication compliance or beneficial health behaviors, such as “Time to take your meds” or “Report your weight today.”

The best marketing results can be achieved through use of a well-thought-out plan, coordination with other media channels (including traditional advertising), and delivery of mobile messaging that is relevant and welcome to subscribers.