BBK Worldwide grows mobile strategy
By Mia Burns (email@example.com)
BBK Worldwide has released a suite of advertising tools for mobile applications designed to increase campaign effectiveness and return on investment. The agency is doing so in an effort to help clinical trial sponsors capitalize on mobile trends and maximize recruitment dollars. This new group of in-app advertising tools creates recruitment opportunities in video, radio, and banner mobile ad networks.
BBK’s approach to mobile draws upon multiple years of experience and strategic insight into current user trends from its in-house media specialists. To remain competitive in an increasing mobile universe, sponsors must integrate mobile or risk losing out on potential audiences. According to the Pew Internet & American Life Project from April 2012, 31 percent of cell Internet users surveyed mostly go online using their cell phone, and not using some other device such as a desktop or laptop computer.
“You’re losing out on 46 percent of your audience if you’re not utilizing a mobile aspect to your campaign when you’re doing online outreach,” says Matthew Stumm, principal, creative & media strategy at BBK Worldwide. “It’s really a strategic imperative at this point. When you combine the two, you’re just capitalizing.”
BBK is making mobile products and services – and their integration into recruitment initiatives – more attainable for sponsors. The company advocates a strategy-driven multichannel approach. “Mobile advertising has many potential benefits for clinical trial sponsors,” says Lucas Garmon, media strategist, BBK Worldwide. “Not only does it open doors to untapped audiences of smartphone and tablet users, but it’s very effective when combined with desktop advertising. From a cost-benefit standpoint, the cost per referral is very attractive, making it a savvy consideration for most clinical trial sponsors.”
Companies that lack a mobile component in their campaigns are driving 61 percent of their customers away, Stumm told R&D Pharma Business Connect. “For me, that’s very alarming,” he says. “You’re not embracing today’s technology. You’re not embracing today’s healthcare consumer and what their mindset is and what their mode of gathering of information is.”
But this doesn’t mean that desktop advertising will become obsolete, Stumm says. “Desktop will always be around,” he said. “Fifteen years ago, everyone said that print was dead when web really started to take flight and print is still around. There is a blend that you have to have, that you have to strategize to really capitalize and garner the best response and as many responses as you possibly can.”
BBK has a flexible and nimble approach to meet client needs, Stumm told R&D Pharma Business Connect. “We pride ourselves on organization and how we bring that to market for the clinical R&D industry,” he says. “The tactic that we are employing now, the suite of products that we’re developing now is very comparable to what you would traditionally see in regular advertising. If you’re going to make the leap into mobile, there are special considerations that you must have when you do that.”
Among the suite of BBK Worldwide products is the customization, modification, and creation of specific tactics, language, and mechanisms for screening that are built for a very small screen, to work with people who are on the go, and need to have a quick response and have an immediate answer to a need.
“This lends itself all the way from simply creating online or mobile search results-specific campaigns, to mobile banner and streaming radio ads, which are an attractive outreach right now,” Stumm told R&D Pharma Business Connect. “But it also extends from advertising tactics to conversion tactics. Our goal is not only to make it easier for the user, for the consumer, for the potential participant, but also to make sure that we’re engaging patients who are motivated to participate, who are highly qualified, who are within the right area, who are going to show up for an appointment. But again, it’s app development. That’s an exciting arena for us right now.”
In addition, BBK Worldwide is also exploring mobile opportunities to support sites and clinical research, giving them mobile screening devices, iPads, iPhones, Androids, and so on. “We are building tools so that the staff who are conducting that study have screening tools in their hands that drive real-time data not only to support the site, but also to inform the sponsor,” Stumm says. “The site staff is very busy. Not only are we exploring options for consumers, but we’re looking at it from a site perspective as well. From a sponsor perspective, bringing mobile into their hands, giving them reporting and tools as they’re on the go as they’re managing multiple studies, as they’re going throughout their busy day where they have real-time reporting in their hands so they can make quick decisions because this industry obviously goes so quickly.”
The agency’s goal in terms of bringing new products to the marketplace is that it does the thinking for its clients, says Stumm. “We’re always looking for not a fad, not a fleeting trend, but things that can make a major impact on your campaign,” he told R&D Pharma Business Connect. “Our goal for our clients is inside and out, to know all of the possibilities that are out there and continuing to invest our time to know where else we can take it.”
The other mission or goal that BBK Worldwide has for clients with this idea of advancing science or advancing medicine is from a branding perspective. “If you don’t have a mobile website right now, I think it says a lot more about you than if you do,” Stumm says. “If you don’t have one, it kind of feels a little behind the times. When you have one, it says to the patient, at least in my mind, that you understand them. You understand your audience, how they access information and you’re accommodating that want and that need by building a specific solution that speaks to people. It’s a little bit of a PR move, too.”
Posted: October 2013