the m.book: the healthcare marketer's guide to going mobile
TRANSCRIPT
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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hdt:6;:)DaatksMkctm)oh s 4
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ilt licq dzauaig kdlvtali le hljacb mbkctm aielzhktali# jrt kzb aiozbksaigcq rsaig
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hdt:6;:)DaatksMkctm)oh s 2
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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jbibts le hljacb hkznbtaig) Tmzlrgm ombon(ai kvvcaoktalis canb Elrzs{rkzb#
hkznbtbzs oki tab k vktabits lz okzbgaubzs vmqsaokc ombon(ai tl k zbwkzd ai k
sbolidkzq vzlgzkh) Liob k rsbz cains mas lz mbz vzlgzkh adbitaoktali irhjbz
-srom ks k ozbdat okzd irhjbz ai tmb oksb le Khbzaoki B}vzbss!# tmb jzkid
oki ukcadktb vkztaoavktali ai k vkztaorckz vzlgzkh kid zbwkzd rsbz jbmkualz)
Jq oliibotaig vmkzhkoq zbwkzds vzlgzkhs watm k jzkids skuaigs okzd# elz
b}khvcb# rsbzs oki oliibot vzbsozavtali zbccs watm kdmbzbiob lz lrtolhbs
vzlgzkhs tl jbttbz tzkon vzlgzbss kid bkzi hlzb zbwkzds)
hdt:6;:)DaatksMkctm)oh s :2
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Mkce ckcsbkzmbs kzb vbzzhbd k hacb dbuab);1
hdt:6;:)DaatksMkctm)oh s :5
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Hljacb(aiataktbd sbkzom kcsl jbibts ezlh CJ_) K sahvcb Gllgcb sbkzom
li ki aVmlib wacc slzt kid dasvckq cains ilt licq jksbd li zbcbukiob le tmb
zb{rbst# jrt kcsl tmb rsbzs orzzbit cloktali) Clokc jrsaibssbs mkub gzlwi
tl club tmas ebktrzb# nilwaig tmkt 76" le kcc hljacb sbkzombs zbsrct ai kotali
watmai lib mlrz)
Ai kddatali tl tmb hlzb tzkdatalikc ombon(ai kid sbkzom sbzuaobs# cloktali(jksbd
_H_ bikjcbs hkznbtbzs tl dbcaubz _H_ lz HH_ hbsskgbs tl lvtbd(ai rsbzs
watmai k svboao gbl(ebiobd kzbk) Ks ki lvtbd(ai rsbz hlubs ai kid lrt lek dbsagiktbd cloktali# _H_ vzluadbzs sbzub k jzkids hbsskgb) Tmb zbkom
kid tkzgbtaig ukcrb le srom k vzlgzkh oki srvvlzt k jzkids kdmbzbiob
kid clqkctq vzlgzkhs# mbcv tl aisvazb k vrzomksb watm k vmkzhkoq
olrvli leebz# kid hlzb)
hdt:6;:)DaatksMkctm)oh s :7
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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5?" lE avmlib lWiBZ_ R_B Cloktali_bzUaob_ KT CBK_T lioB K WBBn :;
72"lE R_BZ_ MKUB oCaonbD TMZlRGM
lZ TKnBi _lHB KoTAli WMBZB KD_
KZB jK_BD li TMBAZ Cloktali :6
;)2 jccivbvcb wacc b rsagckta(ksbdsbzuabs :6;4)::
hdt:6;:)DaatksMkctm)oh s :=
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Zbsvsaub DbsagKs rsbzs tarb t kbss azhkta kzss k ukzabt
dbuabs kd szbb sapbs# zkds kd tbt vzuadbzs
kzb mkzgbd watm zbktag btbdbd hrcta(szbb bvbzabbs)
Wmb bhvcag k hacb(zst vmacsvm# ahvcbhbtkta
kvvzkmbs cab zbsvsaub dbsag k bz tmb bst# hst
zbcbukt stcag kd azhkta z rsbzs# zbgkzdcbss dbuab)
hdt:6;:)DaatksMkctm)oh s :1
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Zbsvsaub Dbsag
Watm k mbsaub hacb stzktbg ksbd k rdbzstkdag
tmb zkds krdabb# hacb rskgb# kd tbt a vckb#
tmb tbkh hrst tmb sadbz dbsagag kd ahvcbhbtag k
hacb bvbzabb tmkt zbebts tmb stzktbga uasa tmzrgm
zbsvsaub dbsag)
Tmas hljacb(zst dbsagi vzlobss tzaggbzs omkigbs ai ckqlrt# olitbit vzbsbitktali#
kid ikuagktali jksbd li sozbbi sapb# ozbktaig k wbj b}vbzabiob tmkt as kwkzb
le hrctavcb vzbsbitktali vcktelzhs# aiocrdaig dbsntlv olhvrtbzs watm wadb(sozbbi
dasvckqs# tkjcbt dbuaobs okvkjcb le omkigbs ai lzabitktali kid magm(zbslcrtali
gzkvmaos# kid mkidmbcd dbuaobs watm shkccbz sozbbis tmkt rsb tlrom kid
gbstrzkc aitbzekobs)
Ricanb tmb zbdrotali vzlobss tmkt koolhvkiabs sokcaig dlwi k ercc(ebktrzb
wbjsatb tmkt dlbs ilt olitkai hljacb(zbcbukit lz hljacb(eriotalikc olitbit#
tmas hljacb(zst kvvzlkom bikjcbs k gzlrid(rv olistzrotali le k riabd kid
olmbsaub b}vbzabiob) Zbsvlisaub dbsagi as letbi olisadbzbd wmbi k jzkids
rsbz as vzbdlhaikitcq hljacb jksbd -46(26" le tzkeo as ezlh k hljacb dbuaob!#
kid wmbitmb tkjcbt lz dbsntlv satbs wacc jb jract rv ezlh tmb hljacb ubzsali)
Jq olisadbzaig tmb dbsagi le tmb hljacb aitbzekob zst# tmb dbsagibzs bstkjcasm
k rsbz(obitbzbd olitbit stzktbgq tmkt vzbsbits ocbkz kid hbkiaigerc omlaobs
dazbotcq zbcktbd tl orstlhbz glkcs kid vzalzatabs) Tmas kvvzlkom aielzhs tmb
vzalzatapktali le olitbit elz ckzgbz aitbzekobs# zbsrctaig ai k riaubzskccq hlzb
rskjcb kid hbkiaigerc dbsagi)
Ecb}jcb:6;?HljACB DBUAoB_ KZB _BT Tl lUBZTKnBDB_nTlV Vo_ K_ TMB DlHAiKiT GCljKC
AiTBZiBT VCKTElZH :?
hdt:6;:)DaatksMkctm)oh s ?6
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oli_aDbzktali_elz zb_vli_aUb
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Kvvs us) Hacb WbRdbzstkdag tmb dabzbbs btwbb hacb wbsatbs
kd kvvcaktas as uatkc t bstkcasmag k hacb vzbsbb)
Tmb {rbsta as mw t dbtbzhab wmam as zagmt z k
vkztarckz zkd)
hdt:6;:)DaatksMkctm)oh s ?:
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Kvvs us) Hacb Wb
Bstkcasmag k hacb vzbsbb aucubs zst rdbzstkdag tmb
dabzbbs btwbb tmb hbdarhs tw hka bzags0 hacb
wbsatbs kd kvvcaktas) jtm k acrdb tbt# ahkgbs#
kd uadb# ks wbcc ks dbuab(svba bktrzbs# cab bhkac
z ca(t(kcc rtakcat)
Wmacb hljacb wbjsatbs kzb koobssbd uak k oliibotbd hljacb jzlwsbz kid
eriotali ai hrom tmb skhb wkq ks dbsntlv wbjsatbs# tmbq kzb dbsagibd elz
shkccbz sozbbis kid tlromsozbbi aitbzekobs) Kvvs# li tmb ltmbz mkid# kzb
dlwiclkdbd tl k dbuaob# oki jb rsbd bubi watmlrt ki aitbzibt oliibotali#
kid letbi vzluadb koobss tl dbuaob svboao ebktrzbs canb GV_ kid okhbzks)
_tacc# wmbi dbubclvaig k hljacb stzktbgq# tmbzb as il stkidkzd kiswbz tl tmb
wbj(lz(kvv {rbstali) Hljacb wbjsatbs kzb bksacq koobssajcb uak jzlwsbzsli k ukzabtq le dbuaobs# wmacb kvvs hrst jb tkaclzbd tl bkom hljacb lvbzktaig
sqstbh kid tmbi dlwiclkdbd jq rsbzs jbelzb rsb) Kvvs oki vzluadb k hrom
hlzb hbdak(zaom jzkid b}vbzabiob tmkt dlbs ilt zbcq li tmb kukackjacatq kid
{rkcatq le aitbzibt oliibotali bkom tahb tmb rsbz wkits tl rsb at)
Ks watm kcc hkznbtaig bidbkulzs# tmb stzktbgq hrst jb ocbkzcq sbt ai lzdbz
tl dbtbzhaib ae hljacb wbjsatbs# kvvs# lz jltm kzb kvvzlvzaktb elz tmb jzkid)
hdt:6;:)DaatksMkctm)oh s ??
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Kvvcb cbkds tmb hkzbt
a kvv dwckds j
djc# bub tmrgmKdzad ksts tmb
magmbst hkzbt smkzb):5
56"lE oli_rhbz HljACB VMliB TAHBa_ _vbit li kvv_ :2
;2" lE TMl_B ;=(:1 qbkz_ lCD MKUBmbkCtm kvv_ li TMBAZ VMliB_ 4
;1"lE r_ _hkztvmlib r_bz_ nBBV lUBZ
?6. kvv_ li TMBAZ VMliB KT Kiq TAHB :4
hdt:6;:)DaatksMkctm)oh s ?4
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Tkcbtskd _bd _zbb Uabwag
Tkcbt rskgb drzag vvrckz TU smws# kcs w ks sbd
szbb uabwag# mks bhb tmb bw zhkc) T bhzkb tmas
bw hkzbtag vvztrat# zkds hrst d wks t bt
bvbzabbs kzss szbbs)
hdt:6;:)DaatksMkctm)oh s ?2
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Tkcbts % _bd _zbb Uabwag
Tmb Ratbd _tktbs hkzbt as hkdb rv hrcta(tksbzs0 Tkcbt rsbzs
zbgrckzc kbss tbt azhkta# kd bub krghbt tbt
zh tmbz mkbcs cab TU# zkda kd huabs tmbaz aVkds# nadcb
Eazbs# kd is)
Ai ekot# sbolid sozbbi uabwaig mks jbolhb sl vlvrckz -twl(tmazds le tkjcbtlwibzs dl at zbgrckzcq wmbi wktomaig TU!# tmkt at mks jbolhb uatkccq ahvlztkit
tl vzluadb olitbit kozlss hrctavcb sozbbis wmbi vzldroaig okhvkagis
lz olitbit)
Kvvs elz vlvrckz smlws# canb KHOs Tmb Wkcnaig Dbkdlz MJLs Gkhb le
Tmzlibs# aiocrdb ebktrzbs canb _tlzq _qio tmkt kcclw rsbzs tl sqio dbcaubzq
le kddatalikc olitbit tl tmbaz aVkd# lz Kidzlad tkjcbt ai tahb watm tmb vclt
le tmb bvasldb ks at as uabwbd ai zbkc(tahb lz li(dbhkid)
Vlvrckz sbolid sozbbi kvvcaoktalis canb PbbJl} lz _hkztGckss kcclw tkjcbt
rsbzs tl ilt licq koobss kddatalikc dbbvbz olitbit# jrt kcsl bikjcb canb(haidbd
ekis tl oliibot kid smkzb tmb uabwaig b}vbzabiob lubz k irhjbz le sloakc
ibtwlzns wmacb k vkztaorckz smlw as kazaig) Tmbq oki kcsl hknb smlw(zbcktbd
vrzomksbs kid uabw kddatalikc kdubztasaig olitbit)
Wn s)MhbWMKT A_ TMB TKjCBT R_BD ElZ< :7
hdt:6;:)DaatksMkctm)oh s ?5
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BHKAC
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hdt:6;:)DaatksMkctm)oh s ?7
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7/30/2019 The m.Book: The Healthcare Marketer's Guide to Going Mobile
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Cag EzwkzdWatm s hrm hacb w(mw kukackcb kt rz gbztavs#
tmb {rbsta as cgbz btbzbd wmkts vssacb z
zkds tmkt bhzkb tmb hbdarh) iw tmb {rbsta as
Wmbzb d wb g zh mbzb
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Cag Ezwkzd
Hkzbtag mks mkgbd z gd)
Ae jzkids kzb tl zbhkai zbcbukit hluaig elzwkzd# tmbq hrst ridbzstkid
vktabit# okzbgaubz# vmqsaoaki# kid vkqbz krdabiobs kid bstkjcasm
k vzbsbiob ai tmb vckobs wmbzb tmlsb krdabiobs kzb waccaig tl bigkgb
watm tmb jzkid) Elz hkiq jzkids# jltm ilw kid ai tmb elzbsbbkjcb ertrzb#
tmkt as li hljacb dbuaobs) Zbgkzdcbss le tmb tkotaokc ha}# at as ahvlztkit
tl ridbzstkid tmb krdabiob zst kid dbubclv ki aitbgzktbd stzktbgq tmkt
aiocrdbs tmb hljacb omkiibc)
Mlw dlbs tmas krdabiob koobss aielzhktali li k hljacb dbuaob