It's Mobile Baby Yeah

"It's Mobile Baby, Yeah"

Mobile communication is where it’s at. In the 2015 Internet Trends Report from Kleiner Perkins Caufield & Byers, time users spent in digital media was 51% as compared to 42% spent on a desktop.

 The 2016 US Mobile App Report by ComScore showed that digital media time has grown more than fifty percent in the past three years and that ninety percent of that growth was due to mobile apps. 

Mobile apps are approaching sixty percent of total digital time spent (comScore 2016). We don’t need statistics to prove this point to us. How many times are we in public or even in our own homes and see a version of the picture below?

Statistics have been showing the trend for years that eventually mobile will overtake PC’s and that is exactly what has transpired. Dollars spent in mobile digital ads is increasing as well. Mobile Marketing Magazine predicted a fifty percent increase in 2016 spend in digital advertising dollars on mobile platforms. But as we move to the mobile age, organizations must evaluate their mobile strategy in order to keep from becoming a “me too” in the world of mobile applications.

According to Nielson, apps account for eighty-nine percent of mobile media time. Consumers use apps to do everything from personal banking, shopping, research and a myriad of other activities. The challenge for organizations is to find that unique mobile application that engages users and becomes a useful tool, not just another application sitting in the digital space with no real purpose other than to say “we have a mobile app”.  Entrepreneur.com posted an article in July 2014 by Contributor Rahul Varsheya, “6 Common traits of the Biggest Aps”. In his article, Varsheya discusses that successful mobile apps must solve a problem, be easy to use, not using a cross platform, being regularly updated, have strong support and be treated like a business.

When organizations decide to create mobile apps the first question they must ask is what value does this bring to my customers?  What problems will it solve or why would your customers want to use this application. In my organization I recently pitched the idea of developing a mobile app where cancer patients across the country could connect through an application similar to Instagram®.  Patients could check in when they go to receive chemotherapy or visit their oncologists. They could post pictures or short videos of their experience. Being diagnosed with cancer can be a very lonely journey, even when you are surrounded by family. I know from first-hand experience. If cancer patients had a way to share their experiences within a cancer community, perhaps they would feel less alone in their journey. They could also choose to share on social media, but could keep their posts within the cancer community app as well. This application would solve the problem of their being a social network dedicated solely to cancer patients and for cancer patients. There are apps out there that provide resources for cancer patients but none that I have found that are solely dedicated to bringing cancer patients together through social media.

Ease of use was the next characteristic Varsheya mentioned. By using an Instagram type of platform, the app should be easy to use and have a familiar style that consumers would be used to.  This is why I chose the Instagram style platform. It allows for simple posts consisting of pictures or short videos but also allows other Followers to interact through Likes and Comments. It’s a platform type that is widely used and would be familiar to most users.  It would also adhere to Varsheya’s third principle of not being a cross plat-form with any other application.

The fourth characteristic Varsheya references are the commitment to update it frequently.  As the cancer community application evolved, it could be modified to meet the needs of the cancer patient community.  Perhaps patients might want the ability to share articles or information they find useful in their cancer care. One frustrating thing to me about Instagram is that you cannot share direct url links. In order to be able to consistently update the application and have it evolve to meet your customers’ needs you must tap into his fifth principle of having strong support. You must have a way for customers to interact with you for feedback and technical issues. A customer knowing someone is there to resolve their issues or listen to their comments is vital in the success for a digital application. How many of us have downloaded apps, had an issue and subsequently deleted the app because there wasn’t adequate customer support?

Finally, as strategic communicators we must remember to treat the application as a business. While having a purpose or solving a problem for our customers can be part of the goal, it cannot be the only goal. Questions like how we can use the application to increase revenue or brand awareness are just a few of the questions we should be asking as we develop our mobile application strategy. In the case of the cancer community application, part of my proposal would add an additional revenue stream to our business as well as increase national brand recognition. By partnering with pharmaceutical companies or other cancer organizations for advertising campaigns on the application, we could at least create an additional; revenue source. We could promote national brand awareness through the advertisement of the application through grass roots efforts in our clinics as well as a digital and social media adverting campaign.

The mobile application and mobile communication arena is the fastest growing sector when it comes to not only user time spent but also advertising dollars spent. With almost sixty percent of users total digital time being spent on mobile apps, organizations cannot afford to ignore this platform. As you can see from the picture below, I use apps to creatively capture the important moments in my life. 

Smart organizations will incorporate a mobile strategy into their marketing and communications plan. The best strategies will be the ones who pay attention to the characteristics of those who have been successful in the mobile communications field.  So what will the mobile future of your organization look like?

 

Moving at the Speed of Light

 We are in the digital age. Technology is changing faster than we can keep up. The fact that the 45^th President of the United States asked if he should keep his personal Twitter account is just one example of how the digital world has changed the way we communicate. I think we will see a decline in officially press releases through print media, but more given through social media with links to videos or documents. So with the convergence of digital media in our world today, how can strategic communicators use this platform to advance our messages? 

In Tom Wheeler’s Book “Net Effects: The Past, Present and Future of Our Networks” he says 

“What is clear about our network revolution, however, is that the new information networks are the new economy. Whereas earlier networks enabled the economic activities of their era, our network revolution defines virtually all aspects of the current economy.”

 This is so true. Never before have we seen technology define so many aspects of our lives and define the way we live, work and function as a society.  As strategic communicators our challenge is to find innovative ways to use this technology to the advantage of our organizations.  How you position your E-Commerce brand or your social media strategy could mean the difference between you being profitable and delivering to shareholders or you having a very different conversation when the fiscal year is up. Strategic communicators must figure out how to make their organization valuable in the barrage of information thrown at consumers on a regular basis. Wheeler mentions a USA Today article that says “Technology was supposed to free us and make our lives easier, but it’s done the opposite. It’s creating havoc in our lives. Everyone is overwhelmed and stressed out.”

So how can strategic communicators become be both artisans and industrialists in this new age of digital technology? How can we utilize the digital networks to streamline our respective fields?  Wheeler uses a great example in healthcare where “…new networks create the opportunity to transform medical treatment from an ex post experience dealing with a presented problem, to an ex ante experience that anticipates the problem and prevents or mitigates it- at a significantly lower cost. They offer, in other words, a new combination: the bigness of scale economics with the personalization of the individual design. The power of mass production meets the individual artisan”.  In my field of cancer care, precision medicine is where the treatment of cancer is heading. Technology has allowed oncologists to tailor a patient’s treatment based on biomedical markers based on their genetic, proteinaceous, and metabolic profile. According to the American Cancer Society’s Cutting Edge Cancer Science Series from April 2015,

 “researchers have learned over time is that cancer can arise from any number of genetic malfunctions, and often is due to a combination of errors, that ultimately lead to the out-of-control cell growth that causes tumors to grow and spread. This knowledge has allowed doctors to sometimes move cancer treatment from a broad-brush approach – using radiation, surgery, and chemotherapy to wipe out cancer and taking out normal healthy cells in the process – to a more targeted technique”. 

The digital age has allowed researchers and oncologists to share research findings and treatment protocols and their outcomes. The networks of today allow for data to be tracked, collected and examined in order to find data points of significance that impact cancer care. As a strategic communicator in the field of oncology, my role is to help my organization find the best ways to empower patients and healthcare providers through this new technology. Arming patients with the latest news on clinical trials and how to become a part of them or that they have a choice in their cancer treatment and how to know which oncologist is right for them.

From a provider standpoint, what resources can we provide as an organization to address their needs as a healthcare provider? Providing an understanding the new reimbursement models from CMS (Centers for Medicare & Medicaid Services) may ease the anxiety of a rural physician who doesn’t have a large staff committed to staying on top of physician requirements for the program.

So while living in a digital age opens us up to a wealth of information, it’s what we do with that information and how we use it to benefit our organization that makes it valuable.

A part of this now digital age come questions such as privacy and accessibility. Strategic communicators must consider this part of the equation when developing a communications strategy for your organization. If you are a part of a healthcare organization HIPPA governs patient privacy. You must take this into consideration anytime you are creating pieces that involve patients or their data. A strategy to offer alternative methods for obtaining information may be relevant if accessibility is a factor for your audience. Providing print material, multiple languages and downloads are just one way our organization helps rural practices address this issue of digital accessibility.

In conclusion, strategic communicators must embrace the digital age. They must also develop a strategy for their organization on how to effectively use the platforms made available by digital networking. The “how” is as important as the “what” at times.  How the President of the United States chooses to use his Twitter account is far more impactful to the nation than the platform itself. How the healthcare community chooses to use the power of this new digital network can greatly impact the way we treat horrible diseases such as cancer. How we address issues such as privacy and accessibility are also part of the equation. By embracing the good and the bad digital technology brings to our world will allow us to create communication strategies that make put our organization on the forefront of their respective fields. Strategic communicators must stay on top of the ever changing digital world and how to best use these changes for our organizations. 

Television: The Man in the Mirror

How does television reflect the conscience and values of our culture? It’s hard to find anything on television worth watching these days. Reality television, gory dramas like Game of Thrones and The Walking Dead seem to be all the rage. According to television executive Lauren Zalaznick, studies show that the content on television reflects the values of America. In her Ted Talk she discusses how since the 1960’s multiple studies show a correlation between how the culture was feeling and its values and what programs were rated the highest on television. Comfort shows like Bonanza, Andy Griffith and such were popular until the late sixties when events like the Vietnam War, Watergate and other event begin to push the demand for Irreverent televisions shows like Mash and Archie Bunker. Those shows are mild irreverence compared to what we see in movies and television today. Even women have gotten in on the irreverent behavior. Amy Schumer has made a career out of being crude and impudent as possible. I shudder to think what primetime television will look like when my children are adults.

Is all hope lost? Will we ever see wholesome family values reign supreme on television again?

In her December 13, 2016 Fox News article, Diana Falzone reported that the wholesome family network The Hallmark Channel had seen a forty-six percent increase in viewership in 2016 according to Nielson. Maybe that’s a sign that America is looking for something more family friendly to entertain them. The success of shows like Dancing with the Stars seems to suggest a pull towards the nostalgic, perhaps a longing for a time when life was simpler. Even Disney grabbed a hold of the past in launching its show “Girl Meets World” which is a spin off from the 90’s show “Boy Meets World”. Netflix launched “Fuller House”, a spinoff of the 80’s show “Full House”.

In today’s world, the younger generation is watching less and less of traditional television. They have the ability to watch any movie or television show whenever they choose on an array of devices. Geoff Weiss reports in a June 2016 article for tubefilter.com that Nielson reports fifty-two percent of American homes have a streaming device. How will this phenomena change the television landscape? Will the younger generation eventually get tired of the gore and violent shows and want television shows that comfort them or offer comedic relief? Or will those be a thing of the past? Only time will tell.

As strategic communicators we need to pay attention to what is being reflected on television. What is American identifying with? Which types of television is resonating with what demographic? For instance, do Matthew McConaughey’s Lincoln commercials,  that seem more about getting in touch with the spiritual or philosophical side of its viewers really reach the target demographic for Lincoln? If so, should you brand try a more philosophic “touchy-feely” approach? Or if you are going after a younger demographic such as a millennial then Toyota’s “You Don’t Own Me” campaign or Jeeps “Free to Be” campaign 

which focuses on the ability to be unique and free hit a home run with its target audiences. Fantasy shows like “Westworld” and “Game of Thrones” seems to suggest audiences want to escape their reality. Perhaps a reflection of the unpredictable times we live in. Perhaps the Presidential election, civil unrest with Black Lives Matter, violence against the police and general corruption indicates Americans are wanting to escape into worlds that do not remind them in any way of modern times. Hopefully we will begin to see a period of stability in our nation which will give the next generation the desire for the "Leave It To Beaver" type of shows. One thing that was very interesting to me in the Ted Talk from Lauren Zalaznick was the one constant over the decades were strong mother figures in television. June Cleaver in the fifties, Lucille Ball in the sixties and even Murphy Brown in the 80's. While the looks and issues these mothers faced may have evolved over the decades, their desire to be good mothers to their children was the constant. Perhaps at the end of the day we are all looking for those comforts we only get through maternal nurturing anyway.