The Mul( Screen Mul( Channel Environment
March 17, 2014 Mediapost Marke(ng Health Conference
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About me
» About.me: hFp://about.me/riteshpatel
» TwiFer: @riFers90 » hFp://www.inven(vdigital.com
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But before I begin
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Power of Online Health Search
80% of those on the web are seeking healthcare informa6on online
Only email and search rank higher
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0 10 20 30 40 50 60 70 80 90 100
Email Search Engine
Health Info News Buy Product
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Social Drives Healthcare Conversa(ons
Around a third of US adults use social media as a health resource – whether seeking out medical info, sharing symptoms and experiences or ra6ng drugs, devices, doctors, hospitals and health plans
› 42% have viewed health-‐related consumer reviews through social networks like TwiFer and Facebook
› A third have read of friends’ or family members' health experiences through social media
› 29% have read of other pa(ents' experience with a disease they have
› 24% have viewed health-‐related videos and images posted by other pa(ents
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Pa(ent Communi(es Thrive
We are increasingly crea6ng niches of “Likeminded” people gathering in online places › Seeking advice from each other › Helping each other › Sharing experiences
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HCPs Aren’t Wai(ng for the Sales Guy
60% of physicians either use or are interested in using social networks
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65% of docs plan to use digital tools for
professional development
This doc-‐to-‐doc blogger has 53,000 readers this month + 20,000 TwiXer followers
Cardiology and Orthopedic CME
1500 + Videos Peer Reviews
Allowing doctors to crowd source advice on treatment
Manha%an Research 2009, 2010 Sermo,com
Compete.com
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Mul(-‐screen becoming the norm
» Increase of mul(-‐screen consump(on during evening and prime(me hours
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Think Context
General Content Exposure
Computer Consumption
iPhone Consumption
iPad Consumption
Patient Sites HCP Sites
Weekday
Non-‐Mobile
Phones
Tablet
Non-‐Mobile
Phones
Tablet
n Consumer context of need: Loca(on, Time, and Task
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Mul(screen Adver(sing Pillars
1. Search: -‐ mWeb Search -‐ Maps -‐ Local Search: Yelp -‐ Search Apps -‐ Siri: Wolfram Alpha
7. Push Marke6ng: -‐ Reengage with hand-‐raisers
who have opted in -‐ Sent via SMS or from App -‐ Trigger by (me, loca(on,
event or segmenta(on
2. Media: -‐ Display Ads -‐ Banners -‐ Rich Media -‐ In App -‐ Mobile Web -‐ Networks
5. Loca6on: -‐ Long/ Lat -‐ Wifi -‐ DMA -‐ Check Ins -‐ Geo-‐fencing
4. Video: -‐ Full length programing -‐ Clips & Highlights -‐ User generated content -‐ Pre-‐Roll -‐ In-‐stream
3. Social: -‐ Facebook -‐ TwiFer -‐ Foursquare
6. Mobile Extensions: -‐ Extension from tradi(onal
adver(sing -‐ SMS -‐ QR Code -‐ Passbook
-‐ NFC -‐ StarStar -‐ Augmented Reality
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1. Search
» Google mobile traffic has risen 500% in two years » 70% of all mobile search results in an ac(on being
taken within one hour
Search Apps Search Engine Siri &
Google Now Maps
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2. Media
» Avg. mobile banner click thru rate: 0.61%
› Compared to 0.07% of digital banners
» Avg. tablet banner CTR%: 0.91%
Web In App
Tablet
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3. Social
» As of Q2 2013, 71% of Facebook users visit from their mobile device › 40% of Facebook users only engage with the site via mobile
» Roughly 69% of TwiFer users access via mobile
Facebook TwiFer Foursquare
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4. Video
» Over the last two years, mobile video audience has grown 77% to 36 Million users
» The average mobile user consumes 5 hours of video on their device monthly, compared to 6 hours on their computer
Crackle App ABC App Pre, Mid, and Post Roll Ads within content
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5. Loca(on
» Loca(on is a unique, innate, func(ons of mobile marke(ng » Loca(on and Time can an be immediate audience qualifier
Loca(on Base Geo-‐Fence SMS Alert Loca(on Dynamic Rich Media Ad
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Think integration in the workflow
Manhattan Research, Taking the Pulse Europe 2012
Morning Evening
“I need to check my emails before work”
“I want to review my next patient’s EHR before they arrive”
“I need to look up some clinical data whilst doing my hospital rounds”
Afternoon
“I want to catch up on a few journal articles ”
81% of online physicians use a smartphone for professional purposes
58% Use a tablet for professional purposes
87% access the internet between consultations
30% Use smartphone apps for professional purposes
Digital has opened up new contexts to meet physician needs, and therefore new opportunities to engage
81% Of physicians use digital information sources for decision support and guidance at least monthly
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Mobile…Mobile….Mobile
» Responsive design › A responsive website detects the browsing
device of the user and scales the website accordingly
› Mobile browsing on smartphones accounts for nearly 25% of global web traffic
» Mul(ple languages › Automa(c browser/IP address detec(on to auto-‐
serve appropriate language › The user also has the op(on to change the
translated language of the website with a language selector
» Analy(cs › Historical data and ac(onable insights can be
summarized in a custom campaign dashboard
ONLY 4 of the top 20 Pharmaceu(cal Brand.com web sites are responsive or
mobile enabled
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Cimzia -‐ Mul(-‐Device banner ads
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Cimzia -‐ Mul(-‐Device banner ads
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Celebrex Rich Media Ad
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90% 10%
Seamless Experience Expecta(ons
65% mSearch in response to something of interest
81% Create “Second Screen” experience 78% mul(tasking
22% complementary
Most common online entrance
90% Sequential (vs Simultaneous)
Google, August 2012
Design Content for Distracted Use
134% Growth of health informa(on content accessed by mobile
Top growing mobile content category reaching 18.5 million users
To summarize
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Army of sensors-‐ passive and ac(ve data collec(on creates “Big Data”
Device Capabilities
Make faster, better informed treatment decisions
Deliver immediate medicine through algorithmic health applications
MBANs Medical Body Area Networks Kinesia HomeView
HCP
EMR
Finally -‐ “Big Data” & Connected Health
Thank You
Have a great day !