Should you be using the mobile channel to deliver your co-pay offers?

Written by Al Kenney on 22 November 2016. Posted in Co-Pay Program Optimization


A question we are often asked is; should mobile be a delivery channel for your copay offers? As a starting point I’ll point to the following facts I found on the use of mobile:

-        91% of adults keep their smartphones within arm’s reach(Source: Morgan Stanley)

-        82% of U.S. adults own a cellphone (Source: Pew Reports 2010)

-        90% of text messages get read within 3 minutes of delivery(Source:, 2011)

-        25% of Americans use only mobile devices to access the Internet. (Source:

-        Mobile performs 4-5x better than online ads for key metrics such as brand favorability, awareness and purchase intent. (Source: Neilson Study, 2012)

-        Cisco predicted an 18x increase in mobile usage from 2011 to 2016 as reported by

-        22% percent of U.S. mobile users prefer offers via text to mobile Web (21 percent), Apps 11 percent and voice mail (8 percent). (Source:, 2011)

Based on those numbers it would seem that the mobile channel would be a must for programs, but in looking at the actual results last year the industry saw only about 2% of all copay claims being delivered through the mobile channel (the smallest delivery channel). Why the disparity in the results? Honestly, that is a question I can’t answer except to say that at this point you should consider a mobile channel delivery purely as a convenience for some of your potential patients but not a necessity as they will find your offer through your other channels.

My advice would be if you chose to invest in this channel choose a vendor that charges by the claim because with those few claims coming through that channel it would be very hard to get any type of return on your investment.