The mobile advertising platform is a unique environment.  Mobile advertising must be highly interactive like web advertising, but also designed for a very short engagement period, like out of home (outdoor). The following five secrets will help healthcare brands create arresting and effective mobile advertisements.
Action-ability. The primary purpose of advertising in the mobile space is to motivate the user to click on a link. This takes the user to a less confined environment where the brand can more fully communicate its value proposition. The message of a mobile ad must contain a clear, concise and compelling call to action.
Context. Be keenly aware of where the advertisement is going to be placed, and what other elements are in that space. Adjust the message accordingly, and look for opportunities to leverage the site’s or app’s primary utility to drive the message. The effectiveness of a mobile ad is highly dependent on a brand understanding not only the target customer, but also the activity that person is engaged in at the moment they encounter the ad. The brand’s call to action must be compatible with the environment in which it is placed. Utility drives interaction better than just brand message.
Simplicity. The nature of the mobile platform is that everything is miniaturized. This leads to design economies: messaging and design must be kept simple; product logos should be sized for optimum readability; backgrounds should be one color; and there should be just one short message.
Mobile advertising is, by definition, both a time- and space-constrained environment. Thus, it is more crucial than in almost any other advertising environment to keep the messaging clear and concise. Brevity is key.
Compliance. Mobile provides unique opportunities to deliver messaging compliant with regulatory requirements.
Destination. All of the principles described herein are directed at inducing the user to interact. What happens once that interaction occurs is crucial to the effectiveness of the message and the message’s impact on the user.
Robert Kernen is VP product at HCPlexus

From the May 01, 2011 Issue of MM+M - Medical Marketing and Media