“Mike, when my consumer walks into a supermarket, I’ve got 90 seconds to convince them to purchase my cold/flu product over my competitors”, explained an overwhelmed pharma client, “they’re affluent and armed with smart phones and I know how to capture their attention before and after they arrive, but how in those 90 seconds how can I grab their attention at retail? Do I need another iPhone app?”

Sound familiar? A common response from marketers unsure of how to reach consumers generally defaults to an iPhone app solution (as of January 2011 there are over 400,000). That’s not to say that an iPhone app isn’t the right answer based on certain business objectives but here are 3 main items this client hadn’t yet considered in marketing specifically at point-of-sale:

1. Download time

Filling most or all of the 90 seconds that our sick consumer (or a “sick support” group member making the purchase) is spending on a product decision with download time is time wasted. You may contend, “Well, even if we don’t sway or reinforce our desired decision, at least we’re loaded on that phone for later use.” From a CRM standpoint in order to drive compliance (in the case of pharma) and maintain dialogue when they leave the store there is great worth in that statement. But as in dating, you’ve got to talk to the opposite sex before they’ll consider marrying you.

2. Unmet needs

Put yourself in the consumer’s shoes. You’re the sick consumer with bloodshot eyes viewing row upon row of competing over-the-counter (OTC) remedies. What are some unmet needs the brand could fulfill using mobile technology?

“I need to save money”: Incentivizing purchase with mobile coupons (which depending on the retailer can be tricky from a redemption standpoint).

“I need to know how products compare”: an SMS-to-mobile website that serves side-by-side product comparisons (how this works: Users view an aisle hang tag with the call-to-action of texting “FLU” to 55555 and receiving a link which launches the mobile site).

“I need you to listen to my symptoms first, then recommend a product“: Often consumers suffer “decision paralysis” when trying to match symptoms to the most appropriate brand or even amongst the brands own product line.

“This one’s good for fever and cough, but this one’s good for flu and runny nose. But what about chills and fatigue?”

When this takes place we immediately start looking at ways to delegate our decision. Mobile’s inputting, interactive and intuitive features can create a seamless way for a device to make decisions for us. This is when mobile becomes an extension of our brain.

Here’s an example to illustrate:

If you’ve seen Robitussin’s latest “Relief Finder” mobile campaign featured in ads, you can see how this particular consumer need is conceptually met. Before even a mention of product information, a consumer first inputs each symptom that in turn offers the most effective remedy amongst Robitussin’s product line. It’s turnkey with an approachable, straightforward user interface. By eliminating confusion, the path to purchase is smoothly paved from the get-go.

3. Social Support

Taken from the lyrics of Amos Lee, “Who do you call to ease your pain?” Who do you contact when you’re sick?  What duty does each in your own “sick support” contact list serve? Perhaps Mom offers recommendations on what to eat, a roommate or spouse are in charge of movie rentals and your entire Facebook network, well, they just need to know. With mobiles primary function being a social connector what platforms or reward systems can brands provide that will add consumer value but remain just as seamless as a phone call, text or a status update?

A sickly consumer doesn’t wish to add social guilt to their current physical state, which can come with having to ask for support. So, there’s opportunity for a brand not only to fulfill the consumer’s needs (as discussed previous) but also now to reward the support group. Consequently you’ve now identified who the real-time influencers of purchasing decisions are. How can we keep them as part of the ongoing dialogue once the consumer checks-out as well?

My recommendation to get started: Don’t deliberate technology just yet. Break down your consumer into “wireless” behavioral segments including needs, wants and desires while in-store. Extract from these insights how your brand’s strategy can be inserted to drive them from consideration to checkout. The technology to support your mobile idea is likely available, and if not, develop it and become the front-runner. And before you pharmaceutical brands revert to, “it’s only going to get the kibosh” from regulatory (which I’ve experienced) don’t allow that outlook to creep in before exploring what’s possible.

Your Mobile Strategy should not be about the technology. Don't let the architects in the room pull you down the solutioning trap before it is time. Understand your end users first.