More mobile phones are sold globally over 24 hours than babies born - the proliferation of mobile phones is now outpacing the human population. It should come as no surprise that the obtaining and sharing of health information thru mobile is projected to grow exponentially. Mobile in fact is the only media time that is currently growing. No matter the regional or local audience---The creation of mobile strategies and campaigns are inherently vast, encompassing; m.sites, apps, social, banners, SMS/MMS, gaming, QR codes, video, augmented reality and much more. Given the infinite canvas of mobile marketing, in this presentation we’ll explore the importance of an engaging mobile experience that ultimately adds value and improves the users life. Mobile is truly an indispensable part of all our lives in this hyper-connected world where 91% of adults have their mobile within arm's reach 24/7. And like never before this is the era of the Mighty Mobile in health, wellness and fitness!

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1876 1973 1987 1999 2005 2007 2008 2010 2011 2012 2013 2014

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Top Ten
mHealth Trends

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10
Increased Mobile
Usage & Adoption

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Smartphones in use surpassed
1 billion worldwide in 2012
By 2015, there will be 2 billion in use
Source: Strategy Analytics

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6.8 billion
people on the planet
4 billion
use a mobile phone
3.5 billion
use a toothbrush
Globally, more people own a Mobile than own a toothbrush

7. 20 Source: US Census Bureau, ITU, CIA
Mobile Penetration by Region

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91% of people keep their phone
within 3 feet, 24 hours a day
Source: Morgan Stanley
Users pick up their smartphones
upwards of 100 times each day

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1 in 5 people have dropped their phone
in the toilet
Source: 11Mark’s “IT in the Toilet” Study, Plaxo, London School of Hygiene & Tropical Medicine

10. 23 Sources: Phoenix Marketing, ImpigerMobile, CTIA.org
90 minutes for the average
person to respond to an email
Versus 90 seconds
for a text message

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SMS Text Advertising
SMS Text is 90% of
mobile marketing
revenue worldwide
Sources: Juniper Research, Wikipedia

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95 million Americans use mobile phones
for health information or tools in 2013
Source: Manhattan Research’s Cybercitizen Health U.S. 2013 Study

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35% of traffic to
WebMD.com comes
from mobile devices
Source: WebMD

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Patients suffering from the conditions below are
most likely to be “mobile health” users
1. Cystic fibrosis
2. Growth hormone deficiency
3. Acne
4. ADD/ADHD
5. Hepatitis C
6. Migraine
7. Crohn's disease
8. Chronic kidney disease
9. Generalized anxiety disorder
10. Bipolar disorder
Source: Manhattan Research’s Cybercitizen Health U.S. 2013 Study

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Consumers research healthcare on their smartphone
Source: 2013 MARS Consumer Health Studies
72% of 18-49 mobile users
Track meals/
calories consumed
Track exercise/
workout schedule
Look up drug at
doctor’s or pharmacy
45% of 50+ mobile users
Track exercise/
workout schedule

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64% own/use a
smartphone, tablet
and desktop/laptop
Source: Manhattan Research

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On average, clinicians use
6.4different mobile
devices in a day
Sources: IDC Healthcare Insights Study, Kantar Media, HIMSS
36%of physicians use mobile
technology to collect
patient information
bedside
5OF 10HCPs access medical journals via
their mobile device
70%of physicians use mobile devices to view
patient information

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Top 5 professional websites accessed via mobile:
30%
The WebMD
27%
Epocrates
22%
Wikipedia
13%
NIH Websites*
13%
Uptodate
Source: Manhattan Research, Taking the Pulse U.S. 2013

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Usage: Conclusion
Mobile is the “go-to” tool in healthcare
We’ve only scratched the surface of Mobile Health
Some of the most innovation mobile solutions are
happening in healthcare

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09
APPS and more APPS

21. 34 Source: Research2Guidance
There are currently over 100,000
mobile health apps around the world
By 2017, mHealth app services
are projected to reach $26 billion
≥

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38%of physicians with mobile devices
use medical-related apps daily
1IN 5smartphone owners have at least
one health app on their phone
Sources: Demi & Cooper Advertising, DC Interactive Group, CompTIA

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42% of U.S. physicians recommend that their patients
use apps for health related reasons
Mayo Clinic’s Patient appMyFitnessPal app Refill By Scan app
Many physicians are turning to mobile apps to extend care
Source: Manhattan Research

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Education Apps
Netter’s Anatomy Atlas MedPage Today
EMR & Patient Monitoring Apps
CA Mobile Care360
Reference Apps
ePocrates Medscape
Imaging Apps
Siemens Syngo ResolutionMD
Point of Care Apps
EyeDecide MD Muscle Trigger Points
Medical apps for HCPs fall into multiple categories
and address diverse needs

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On-the-Go Medical Imaging: Mobile MIM app
ResolutionMD app

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Apps: Conclusion
Apps play a pivotal role in proactive healthcare habits
Healthcare Apps succeed when they are utility based
As Apps become more popular regulation is a bigger focus
Apps may turn your phone into a regulated “medical device”

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08
Wearable Technology

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Fitbit/Jawbone/ Fuel Band Android Wear
Google Smart LensiWatch / Health Kit
Samsung
Simband / SAMI
Google Glass

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What do all of these wearable devices
have in common?
The ability to impact healthcare!

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Percentage of physicians who report patients share
their health measurement data:
Blood pressure Symptoms Weight Pain
42% 26%33%
Glucose
35%35%
Self-tracking is becoming part of the treatment paradigm
Source: Manhattan Research

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Function of Wearables Forecast
Source: PSFK

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Wearables are going to be essential to the future of healthcare
Quickly moving from a tracking tool to a diagnostic tool
Wearables evolving even more quickly than mobile space
Opportunity for pharma to leverage generated data
Wearables: Conclusion

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07
Electronic Health Records

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In 2013, Physicians
More Tethered to
EHRs than Predicted
Source: Manhattan Research, Taking the Pulse U.S. 2013

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Time on EHRs
Roughly 1/3 of a physician day is dedicated to EHR
Source: Manhattan Research, Taking the Pulse U.S. 2013

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Accessing EHRs during Consultations
2%
9%
5%
11%
76%
None Less than 50% 50% to 74% 75% to 99% 100%
Percentage of physicians accessing an
electronic health record system during consultations
Source: Manhattan Research, Taking the Pulse U.S. 2013

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Accessing EHRs during Consultations
2%
9%
5%
11%
76%
None Less than 50% 50% to 74% 75% to 99% 100%
Percentage of physicians accessing an
electronic health record system during consultations
Source: Manhattan Research, Taking the Pulse U.S. 2013

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EHR Use by Mobile
37% of Physicians currently access EHRs via Mobile
Source: Manhattan Research, Taking the Pulse U.S. 2013

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“Digital Omnivores are becoming the standard:
connected, mobile-centric clinicians who show
preference for mobile screens in all professional
tasks and spend more time accessing digital
information than their colleagues.”
Source: epocrates

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Remote EHR Patient Monitoring
AirStrip

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EHR: Conclusion
Care summaries can now be shared between care settings
EHRs offer ability to message physicians with relevant information
Healthcare professionals can send patients electronic copies of HRs
Patients can view, download, and transmit their health records
We must now determine how best to leverage this groundswell
of behavior to support providers

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06
Increased Data and Analytics

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As mobile adoption
increases and usage
diversifies, there is an
increase in data and
metrics available
Separate the signal from the noise
This is great for
marketers, but it’s still
difficult to sort through
and identify the metrics
that matter

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Many marketers are trying to use the same metrics
for mobile as used for other channels
But you can’t because there are unique capabilities
Mobile is not the same
Tap to call iBeaconsMap your destination

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HealthMaps Flu Trends
Third Party examples:
Youtube Allergy Search Trends
Device ID is a currency
Pairing offline data to mobile activity

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Site Analytics Tools
Marketer owned/1st party
Monitored, Google Analytics
DMPs
Ad Tech Analytics
DoubleClick, Adobe
BlueKai

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More important than ever for brands, marketers, ad tech,
and publishers to work together:
Converging the silos
To test, learn, and establish measurement standards

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Consolidated view of your consumer is priority #1
Leveraging data in every consumer touch-point
Data enables both Audience Targeting and Creative Strategy….
Data: Conclusion

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05
Quality Content

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“Content strategy is to copywriting as
information architecture is to design.”
–Rachel Lovinger

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• Mobile isn't just about the device
• How does your audience really use mobile
• Think before you shrink
• Expand your understanding of conversions

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Quality mobile content for a pill plus world

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Increasingly healthcare marketers are turning to mobile
experiences to help differentiate their offering

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Quality Content: Conclusion
mHeath can provide tangible “pill plus” value
To really move the needle, education is key
Create mobile offerings that facilitate Patient-HCP dialogue
Targeted/timely reminders to help improve compliance

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04
Video as a Constant
Companion

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Smartphone Users are Avid Video Watchers
79%
24%
Watch video
Use video at least
once a day

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Mobile Video ad spend is
projected to more than
double in 2014–
Fastest growing category
in all of advertising

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Physicians on average spend 3 hours per week
watching online videos for professional purposes

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70% of U.S. physicians watch online videos for professional purposes
Source: Manhattan Research, Taking the Pulse U.S. 2013,
29% The WebMD Professional Network 25% YouTube.com
16% QuantiaMD.com 16% A professional association website

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Mobile video advertising is so new that best practices are still being worked out
Key considerations that marketers need to take into account
when exploring mobile video:
Screen Choices Creative Choices Ad TargetingAd Length
Ad Types Meeting Objectives Measuring Results
Source: eMarketer

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Healthcare users source video for information and learning,
therefore content needs to be strong
Content creators are very important in this space
Mobile video advertising works best when adapted to
distinct devices
Launch, test, and iterate (its an evolving format and medium)
Video: Conclusion

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03
Better User Experience

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We need to acknowledge and understand the realities of today’s web
From Point and Click to Tap and Swipe

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Multiple Webs
Over 14,000 device/browser/system configurations
…desktop/laptop web
…mobile web
…tablet web
…phablet web

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Go Mobile First
People start their day and end their day with mobile

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Recommended Approach
“Responsive” Websites

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Responsive Design: Pros
Requires no assumptions about user needs
Compatibility with future devices
Consistency of content across all views
Ease of updates
SEO friendly
Allows specific enhancements of identical
underlying content for each platform

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A striking color
palette can drive
ad recall, but
legibility is
paramount
Short, focused
messaging plays
well in mobile’s
small format
Consumers
respond to
mobile ads that
give them
something back
Clear and
persistent
branding is
important for
building brand
awareness

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Rethink structure by designing with a phone/tablet-first mindset
themobileplaybook.com

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Go Mobile First
Utilize the mobile capabilities
Distinguish between phone and tablet experiences
Progressively enhance experience for each device
Better User Experience: Conclusion

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02
Location, Location, Location

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Multiple ways to identify location on mobile
- IP address
- Geo-targeting
- Hyperlocal
- iBeacon/BLE
- Near Field Communication (NFC)

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iBeacons
Hospital Navigation and Contextual information

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Geo-Fencing
Geo-fencing can be used to deliver location-relevant messaging
to users when they enter specific geographic boundaries

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Sit or Squat

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76% of users agree that location sharing
provides more meaningful content

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With location there is no set standard: rapidly evolving
Retail and POS are driving innovation
Unique opportunity for healthcare to take advantage of
Ability to inform personalization of content
Location: Conclusion

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01
Personalization

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“The Day Ralph Ate the Whole Thing”
Source: Johannes Leonardo, Grow

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Morning
Affair
Afternoon
Affair
Evening
Affair
12-piece cutlery set
or Chess board
Coupon value changes based on
demographic data of viewer
Under the Hood
Time of day GeographyDeviceData
Phone, tablet, desktop

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So what does healthcare do next?


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“Never in history has the world changed with such
extraordinary speed, rendering so much received
wisdom of such little value.”

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A personal perception of “too much change in too
short a period of time.”
- Alvin Toffler
The result is future shock:

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More choice sometimes leads to inferior decisions
We have a paradox of choice:

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Make it Personal: Content, Local, Data and Mobile are converging
The Only Rule is There Are No Rules: Evolve or Die
Give it a Chance(s): Launch and iterate
Ideas Trump Technology: Emotional moments move the market
Avoid Future Shock: The fundamentals have not changed

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Merci