4 reasons your healthcare strategy needs mobile

4 reasons your healthcare strategy needs mobile

By Dodge Communications (not verified) on March 20th, 2014

I can’t go a day without coming across an article online talking about how attached we all are to our mobile devices. Whether it’s kids trying to swipe magazine articles like they were iPads, mobile killing TV or the end of unplugging just to relax, the evidence that everyone’s attention is shifting towards mobile devices is as ubiquitous as the smartphone itself. The FCC is even considering letting passengers use cell phones on flights! All of this explains why “mobile responsive” has emerged as a buzzword. Mobile responsive sites allow companies to present content to their users in a way that is optimized to the device of their choice: desktop, laptop, tablet, mini tablet, smartphone or huge smartphone. No matter how you access the site, you’re getting the content in an easy to consume format. This leads to higher sales, more conversions and happier customers.

Many B2B companies have resisted the move to mobile responsive sites. After all, we still show up to work, sit down at our desks and start pecking away at our laptops. (Does anyone use desktops anymore?) If we’re still doing business on these more traditional computer interfaces, why is there a need for our site to support mobile devices?

Well, it turns out that more and more business users are moving to mobile devices. A survey from Doremus and The Financial Times found that 49 percent of business executives are replacing their laptops with tablets. In fact, business executives are likely to make business purchasing decisions on a mobile device—65 percent of them are comfortable doing so. To focus on healthcare, a recent Google study found that 50 percent of hospital administrators use smartphones while making purchase decisions and found that searches for medical devices will be more common on mobile devices than desktops by mid-2014.

If that’s not convincing enough, here are four compelling reasons your B2B website needs to be mobile responsive:

  • Future-proof. Even if only a small percentage of your website visitors are coming from mobile devices currently, that percentage will grow. Ensuring that your site is mobile responsive now prepares you for the inevitable day when that percentage is high enough that you can no longer ignore it. This will allow you to stay ahead of the curve in your industry, particularly if your competitors are slow to embrace the change to mobile.
  • Support your other marketing efforts. Whether it is an email blast, direct mail or exposure at a conference, chances are your prospects are going to encounter your marketing when they’re not at their computers. Having a mobile responsive landing page and website will increase conversion. Mobile users are 67 percent more likely to purchase products or services and 74 percent more likely to return to your site if it is mobile-friendly.
  • Simplify your message. With a limited amount of screen space, you can’t afford to waste any on fluff. Developing your content and design for mobile devices first helps you identify the most important messages and prevents your users from getting distracted from that message. Instead, they get the opportunity to process your content without being overwhelmed and can move on to the next stage in the buying process quickly and easily.
  • Changing the communication cycle of professionals. As mobile use increases in the coming years, methods of communicating, consuming and creating will evolve as well. Mobile and tablet use will make it easier to integrate social media into your web experiences and share content with peers. Companies that provide solid mobile responsive sites will be poised to take advantage, as executives will continue to use mobile devices for more than just researching purchase decisions.

Have you made your website mobile responsive? If so, what advantages have you found? Check out the PointClear website case study for an example of a mobile responsive site.