Marketing is a fast-moving business, and digital marketing is even faster because it is changing all the time. “Just keeping up” can be hard especially when your own industry is changing rapidly, independently of what is happening online.
Medical device marketing shares some key strategies with healthcare marketing in general, however, it also presents a number of challenges that are best tackled with certain tools. TBA Digital’s Blackboard is a great starting point for any medical device marketing professional looking for resources, but let’s take a deeper dive into some of the digital tools that are best suited for medical device marketing.
CloudScape spins up a range of different VM instances on AWS, Google Cloud and Microsoft Azure to run popular benchmarks to test system performance and presents easy to understand performance statistics.
In this video, we take a hard look at statistics about mobile apps. Take everything you hear with a grain of salt, because almost all of them apply to consumer apps! Enterprise applications... not so much.
Before discussing mobile
app development any further,
I just wanted to take a minute to address
internet statistics on the subject.
Imagine a company's marketing team.
They're meeting to discuss a proposed
digital initiative. Beforehand,
they do some preliminary research.
They hit Google pretty hard,
and they come up with all kinds
of infographics and statistics.
The problem is there's a crazy amount
of data out there presented by all kinds
of think tanks and thought leaders.
And the reports get bounced across
the internet and places like, well,
places like here. The numbers
may be technically correct,
but it's not always clear
what they mean. For example,
your marketing team comes across a chart,
which boldly proclaims that app
downloads are increasing year over year.
178 billion in 2017 projected
to reach 258 billion in 2022.
At the same time,
another colleague presents data showing
that over 50% of US smartphone users
don't download any new mobile
apps each month. At first,
this may seem odd until you realize that
the first set of numbers you're looking
at is users worldwide and
the other is for the US only.
Which of these stats you choose to
present can radically change the decisions
made by your firm. Mixing stats from
a few more articles, and the picture,
becomes even more murky.
Take, for example,
an article that offers 25 mobile app
usage statistics to know in 2019.
It says that mobile users are spending
87% of their time in apps versus just 13%
on the web, which is a remarkable
statistic. Based on these numbers alone,
some might rush to the conclusion
that their firm has to build an app.
Be careful, though.
This is not a straightforward comparison
of what we generally guard as websites
because the most popular websites will
also usually build their own app for
mobile devices. In other words, on mobile,
the most popular websites
usually are apps. In the US,
out of the top 10 apps
installed on mobile devices,
eight have an equivalent mobile
responsive website. For example,
according to Hootsuite,
95% of actual visits to Facebook
are made on smartphones and tablets.
Yet the Facebook mobile site
is very similar to the app.
The app is just a little bit better.
But because it's a site that
users visit so frequently,
downloading an app for that little bit
of extra convenience is worth it to them.
For a service that a user may only
use once or at most a couple of times,
going through the trouble of
downloading an app just isn't worth it.
They'd rather make do
with the website to say,
order a replacement drive belt
for their washing machine.
Before you create an app
or have one made for you,
consider what your users want to do.
If this is a digital tool
to help with your business,
how do you see people using it?
Why is this useful for them?
It's not like you're designing the
next Angry Birds. For most businesses,
this simply isn't the game they're
playing. On the other hand,
a study by Comscore found that even
though users spend more time on apps,
mobile websites tend to capture
larger audiences. In other words,
there are more unique
visitors on the mobile web.
Our phones are a key element
in our day-to-day lives.
Americans check their phones
once every 12 minutes on average.
Many of us feel anxious when we don't
have access to our phones for any reason.
We left it in the car out of cell range,
dead battery or the memory is full.
There's even a new word
for it. Nomophobia.
Our phones are a personal
expression of who we are.
So much so that 21% of 18 to 34 year olds
said they have deleted an app because
they didn't like the icon.
That's getting personal.
These things help explain why we're so
protective of our devices' resources,
like storage space, wireless bandwidth.
Both of which strongly influenced
whether we install or keep an app.
The average app only lasts
on a device for 30 days.
All these stats and facts are interesting.
They can also be overwhelming when you're
trying to decide whether to build an
app or not. So here's the thing. If your
company is considering building an app,
these stats may not be relevant at all
because they generally deal with consumer
behavior. But if you're considering
building an app or a website in the
your users' adoption considerations
will be very different.
And if you're thinking about
an internal enterprise app,
then go right ahead and issue that
purchase order. In the next few videos,
we'll be looking at the user benefits and
technical considerations when choosing
to make a mobile app versus
a responsive website.
Regardless of what the stats say.
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