To remain relevant, founder Mark Zuckerberg just paid at least $16 billion for WhatsApp, a mobile messaging app. He knows that within months, and certainly in the next two years, Facebook will be irrelevant unless it evolves quickly. The same is true for our healthcare brands.
Here are the three things Mark Zuckerberg knows that we need to learn quickly:
1) Mobile is where communications have migrated. We discuss, socialize, text, search, research, watch movies, watch sports, watch TV shows, get the news, exchange documents, manage our lives and see advertising and brand messages on our mobile devices. The Lesson: if you do not have a strong mobile program, you have a lousy marketing program.
2) Whatever you do online must be super easy for consumers to use. It can even be ugly (arguably WhatsApp is ugly), Here is a short informative article via FastCompany magazine. It briefly tells the story of the beautiful, but unsuccessful Facebook mobile apps, Paper and Poke. They are gorgeous, but failed mobile efforts. The Lesson: great mobile design should be highly-functional, not graphically beautiful.
3) Hire the right digital/mobile people now. Even the brilliant Mark Zuckerberg could not develop the talent internally to conquer mobile. A LinkedIn post on this purchase mentions the two amazing co-founders of WhatsApp as worth the price of the purchase. The Lesson: you cannot ask your team to figure this out, you need to add someone who truly understands mobile (it can be a vendor, but if so, it should be one you really trust, not someone just trying to sell you something).
What changes do you need to make today to evolve? That’s the question I challenge you with today.