Amanda Powers-Han, Senior Partner and Chief Marketing Officer for Greater Than One, explores some real-life technology applications that are transforming healthcare today and tomorrow.

Novartis’ foray into digital technology intensified as the Swiss drugmaker launched a mobile-phone based app to help collect data from people participating in eye disease studies.

For the first time, EPGL reveals the “Omega” contact lens under development with InWith Corp. The patent pending “Omega” is designed to correct vision anytime by changing the curvature of the lenses on-demand, via smart phone or other mobile devices.

Television as a marketing medium seems so, well, 1950s these days. Given the ubiquity of digital and mobile devices and the tracking and targeting opportunities they present, not to mention the lesser cost attached, blasting TV spots out to whomever might be watching could strike the uninformed as old-fashioned. But pharma’s top brand managers clearly don’t think so.

Data is everywhere! And, as marketers, we should leverage data to improve our ability to reach the target audience that is most likely to be receptive to and engaged with our messages. As pharma marketers, we have a unique challenge, as the highly restrictive advertising landscape that we work within presents its own set of obstacles. But we’re up to the challenge; we know that if any industry can benefit from the ability to use data to increase the relevancy and results of digital campaigns, it’s the pharma industry.

As private practices close and the number of doctors joining rep-restricted hospital-based and integrated delivery networks of healthcare increases, pharma needs to look at the advantages of mobile marketing to “detail” these hospital-based professionals.

Understanding the nuances of your brand’s healthcare professional audience(s) can improve marketing strategies and make your media dollars work harder.

It’s no secret that marketing has grown in complexity in the last few decades, coupled with the rise in digital technologies. Unless you’ve been completely disconnected, you likely know that the newest phenomenon in this world is Pokémon Go, an app-based game that has single-handedly taken over the technological world.

Access to information at the moment of decision making is continuously altering the consumer decision pathway and the ubiquity of personal technology is accelerating these changes.