Mobile Marketing: Applications and Implications For Physicians In Private Practice

The rapid proliferation of mobile technologies and mobile devices has resulted
in an increase in the importance of mobile marketing and has captured the
interest of academic researchers from a wide variety of disciplines. Due to its
unique characteristics, mobile marketing is playing an increasingly significant
role in marketing communication and Customer Relationship Management
(CRM) efforts of organizations in various industries and professions. As mobile
technologies and applications continue to evolve, the resulting opportunities for
their increased use in the health care sector at large, and within specific sectors
in the industry, are poised to increase significantly in coming years. Specifically,
this paper explores the primary applications and implications of mobile
marketing for physicians in private practice. Some of the key questions and
challenges associated with the integration of mobile technologies by physicians
in private practice are investigated and suggestions are made for future
research directions.