B2B LeadsClosely behind cloud computing trend, you now also have software geared towards mobile. And according to a report by MobiHealth News, the number of medical software applications is just going to keep rising:

Based on growth trends, by August 2012 there will be more than 13,000 iPhone health apps available for consumers.”

Take note, this not only includes medical software for patients and consumers but also for doctors and other medical professionals. On the other hand, a popular criticism against this new trend is that it gives users a false sense of empowerment. As far as consumers go at least, some experts insist that no mobile application is a replacement for the care and expertise of certified medical professionals.

Logically, it makes sense. Reaching the level of a qualified physician is no mean feat. And while developers can create software that delivers accurate information like measurements and statistics, the advanced medical knowledge required to gain deeper insight from that data can take years of schooling and experience.

Instead of contesting the role of empowering patients, perhaps it would be best to focus on empowering the physicians first. Given that, vendors of B2B mobile medical applications need to execute proper B2B marketing strategies as well as adequate customer support in order attract enough interest from them.


  • Healthcare Events – You don’t necessarily have to organize one yourself. You can also join any upcoming convention or trade show to demonstrate your applications live. Events can be a nice way to meet with potential prospects in person. Be sure to make a good impression and prepare any necessary marketing materials beforehand.
  • Telemarketing – You don’t necessarily have to try and sell directly over the phone (far from it). One of the advantages of telemarketing is that you can actually control the length of your message in relation to a prospect’s interest. Ask first a question pertaining to mobile and if the response is positive, point them to your website. Think of it as another way to direct traffic.
  • Email Marketing – If you don’t like to be too disruptive, you can try email marketing to direct traffic instead. Make sure the subject line isn’t too cut-and-dry and avoid being marked by spam filters. Content should also be informative but a light read at the same time.

Customer Support

  • Call Center – Since doctors can be busy people and applications can be virtually acquired from anywhere, you need to make sure they can contact you quickly and generate a response quickly. Telephone calls still allow for both.
  • Ticket Systems – Some people feel that a problem needs to be explained in detail and in text. Details are good though and reviewing the online tickets filed by customers can help get a more in-depth look at the problem if something goes wrong.
  • Appointment Setting – Appointments can scheduled for various purposes beyond software lead generation and making sales. You can use it to meet with current clients to discuss more complicated problems. You can even use it to discuss specific customizations that they’d been wanting to add.

At this point, it should be noted that customer service and marketing are both interconnected. The mediums used in one is most often also used by the other. Marketing raises expectations for customer service while customer service will affect your image for future marketing. This means that both should be considered if you want to generate and maintain interest in the relatively new market of mobile medical technology.