Surge in loyalty and affinity >> from airline miles to punch cards to we’ll follow you
DMITRI SIEGEL, until last year a marketing executive at Urban Outfitters, thought he had hit on a novel idea to personalize the company’s Web site for frequent customers. He would make it easier for female shoppers to peruse women’s apparel and for men to concentrate on men’s clothing by altering the site’s product displays to match a user’s gender.Enlarge This ImageYuko ShimizuUnknown to many consumers, a firm called Monetate helps businesses fine-tune their online marketing by analyzing individuals’ locations and behavior.It seemed like a no-brainer.“If you could just stop marketing dresses to men, it would be amazing,” Mr. Siegel said last week about his thought process at the time.With the help of a Web site testing and optimization company called Monetate, Mr. Siegel experimented with gender personalization on the site. But it roundly backfired. It turned out that many female Urban Outfitters customers regularly bought men’s items and they took offense at being subjected to gender-based marketing.“We saw customer frustration at being targeted outweigh any benefit,” said Mr. Siegel, now the vice president of global e-commerce at Patagonia. “If you got it wrong once, it outweighed getting it right 10 times.”
ABOUT THIS PRESENTATIONOur third-annual digital trends in healthcare reportwas co-created by digital enthusiasts throughoutGSW and at our sister agencies.Key contributors included: Abdul Khimani, Amy Morrison, LeighHouseholder, Patrick Ortlieb, Patrick Richard, Phil Storer, Ryan Deshazer, SarahTang, Scott Holley, Stephan Saba, Tyler Durbin, Wade Taubken, Whitney PomaTo discuss this report live or request a presentation of trends, pleasecontact Leigh Householder at 614-543-6496 or firstname.lastname@example.org
DIGITAL IN CONTEXT:FOUR KEY BUSINESS TRENDSIn the last decade, our industry 2. Biologic innovation: Biologics arebrought 300 new drugs to market, filling pipelines with the nextcreated new categories of care, and generation of "blockbusters.‖ Theseserved millions with a single more expensive drugs serve smallercompound. The years ahead will look patient populations and will demandvery different, driven by four key both payer partnerships and newtrends: levels of patient service.1. Commoditization: Increasingly, 3. Fewer Human Connections: Thewe’ll see drugs that are 5th, 6th, 7th explosion of specialty pharma, payerto market with small feature interventions, and digital consultationsdifferentiation and limited impact. will continue to make medicine moreGeneric erosion and off-label writing remote and disconnected from thewill further muddy crowded core human interactions that oncecategories. drove experience.
4. DIGITAL TAKES THE LEAD IN THE MARKETING SUITE A recent survey found that pharmaceutical manufacturers increased the involvement of digital media in their marketing mixes from 27.6% in 2009 to 48.8% in 2011. In 2013, it’s expected to take a firm lead in marketing investment. Let’s take a look at just what digital can do:―Pharmaceutical Digital Marketing and Social Media,‖ a study published by Cutting Edge Information, 2012
OVERVIEW 1 2 3 FULL KNOW ME COMMON MOBILITY EXPECTATION INTEREST 4 5 QUANTIFIED DIVIDED IMPACT ATTENTION
1 FULL MOBILITY In 2013, mobile phones will overtake PCs as the most common way to access the web.Gartner, 2012
Increasingly mobile users won’t differentiatebetween devices, they’ll move seamlessly betweenthem. Expecting to be able to find everything theyneed on any device — phone, reader, tablet,laptop — they might be carrying. And, augmentingthe experience of a big screen — gaming,television, movie — with what they can find onsmaller screens. Our opportunity is to think aboutmobilty, not mobile. Stephan Saba VP, Digital Strategy GSW Worldwide
MOBILE ACCESS: MY PERSONAL CLOUD After all the technical hub- bub about 2012 being the year of mega servers and enterprise clouds, 2013 is set to make the cloud easy and personal. These personal clouds will be the single biggest enabler of mobility. The number of personal cloud subscriptions worldwide topped 375 million in the first half of 2012. They’re expected to more than double in 2013.IHS iSuppli, 2012
MOBILE TOOLS:A TABLET UNDER EVERY TREETablet sales will more than double this Christmas, grabbing thelargest slice of the consumer electronics market.Apple’s iPad and iOSsoftware will continue tolead this holiday season,but by mid 2013, weexpect the Androidplatform to own thecritical 50%+ of themarket.
MOBILE ADOPTION: NEWLY MOBILE SENIOR SET More seniors than teens own tablets. Texting and growing smartphone adoption are adding to the mobility of people ages 65+ 13% 8% Of people 65+ own Of people 65+ own 34% smartphones tablets Of people 65+ send and receive texts Compare to: Compare to: 46% of all adults 5.5% of 13–15 year Compare to: 34% of 50–64 year olds 80% of all adults olds 20% of 35–44 year 72% of 50–64 year olds oldsPew Internet and American Life Project, 2012
2 KNOW ME EXPECTATIONOnline consumers expect companies touse what they know to tailor digitalexperiences to their needs.
Imagine your own digital identity trail: what you’vesearched, bought, shared, and recommended. When andwhere you’ve logged on and what devices you rely on. It’sa rich view into your preferences and a strong predictor ofwhat else you’ll care about. And, importantly, it’ssomething most digital consumers expect brands to use.Increasingly, they expect brands to use what they know tocreate more relevant experiences, deliver custom offers,and make meaningful recommendations. That’s creating anew digital divide – between the companies that ―knowme‖ and companies that pretend we’ve just met. Abdul Khimani Director of Analytics GSW Worldwide
THE NEW DECISION SET:SOLOMOWhen someone visits a website, we immediately know threethings: what device they’re using, where they’re located and whattime of day it is. If they’re logged in, we can add anotherdimension: who they’re connected to.SoLoMo stands for social-local-mobile. It’s an emerging newstandard for apps, search andexperience. One focused on usingwhat we know about people to givethem highly-targeted, context-richcommunications that are immediatelyactionable.
A FAIR TRADE:IDENTITY AS CURRENCYThere’s one thing you can’t buy online: Privacy. Instead, peopletrade it – sharing personal identity for access and free services,while constantly renegotiating what they’ll share and for howmuch.Universal login options – like ―sign in with Facebook‖ – simplifysignup, but increase questions about identity and access. Howmuch do you need to know to send me a coupon?
A NEW THIN LINE:COOL OR CREEPY?People expect apps and websites to be customized based on theirpreferences and behavior, but not too customized … Retailers likeUrban Outfitters have seen a backlash when personalization gottoo presumptuous and overt.It turns out thathyper-customizationmay producereactions similar tothe ―uncanny valley‖effect in robotics inwhich people findthemselves repulsedby humanoids thattoo closely resemblehuman beings.
3 COMMON INTEREST COMMUNITIESSmaller social communities connectpeople around common interests orgeographies.
This isn’t another prediction about the end ofFacebook. Instead it’s a next era of adoption.People will continue to use Facebook for broadupdates and ambient connections. But, they’llalso increasingly use niche communities to godeep with people and media they care about. Whitney Poma Social Media Analyst GSW Worldwide
POWERFUL PHOTOS:TO PIN ORFILTER?The current darlings ofinterest-based social mediaappeal to users’ creativity.On instagram, users applyfilters to upgrade digitalphotos. On Pinterest, theyamass visual collections ofinspiration. Through Spotify,they can share best-everplaylists.What social network got to 10million users the fastest? NotFacebook, Pinterest.
SMALLER NETWORKS:THE NEW “IN” CROWDRemember Dunbar’s number? It’s the equation that points to howmany friends — people you have some kind of reciprocatedrelationship with — you can really have. It’s 150 — despite whatyour current Facebook count might tell you. Micro communitieslike Path couldn’t agree more. They use friend limits to make youchoose who your real friends are.Nextdoor uses geography tokeep networks intimate. Usersjoin with their home address andare automatically placed into ahome neighborhood. All theirconnections and content comefrom people who live nearby.
CONNECTEDCORPORATIONS:WANT TOCHATTER?A growing number of companiesare using internal social networksto encourage employees to sharetheir thoughts, opinions and ideaswith their colleagues. Nearly100,000 companies use theindustry-leading solution, Chatter,by Salesforce.com
4 QUANTIFIED IMPACTOnce just a nation of calorie counters,America is now home to a critical mass ofself-trackers.
Quantified self enthusiasts have long believedthat measuring your everyday activities canhelp improve your quality of life.Their commitment to tracking wentmainstream when clip-on and slip-on trackersmade it easier than ever to find out just whatkind of impact exercise, sleeping and eatingare really having on health goals. Patrick Richard VP, Digital Strategist GSW Worldwide
PART OF A GROUNDSWELL: 70% OF AMERICANS ARE SELF- TRACKING Sixty percent of Americans are tracking weight, diet, or exercise. One-third track health indicators or symptoms, and one-third are tracking a health indicator for a loved one they care for. Altogether that adds up to 7 out of 10 doing some kind of self-tracking, but only about a fifth are using technology like mobile devices to keep track.Pew Internet and American Life Project, 2012
BUILT-IN COMPETITION:EVERY WORKOUT IS BRAGGINGRIGHTSWearable self-trackers like the Fuel, Fitbit, Nike+ and othersadd a competitive element to tracking by recordingdistance, pace, time, and calories burned.When those numbers are posted to social networks,the competition (and the swagger) are even greater.
A MATTER OF DEGREE:TRACKING CAN BE ONE NUMBEROR A PERSONAL DASHBOARDToday’s home trackers let people evaluate multiple,interconnected parts of their lives. They can track vitals,sleep, eating, exercise, supplements and more tounderstand what inputs create a better day and what onesjust aren’t working. Others use a simpler approach:The Skinny Jeans Tracker:Someone who is tracking theirweight only by noticing whenthey can’t fit into a certain pairof pants.
5THE DIVIDED ATTENTION ECONOMYThe new multi-tasking norm meansreal attention is really valuable.
We’ve been busily multi-tasking for a decade,constantly feeling as though we may run outof the time we need to complete any onething. With ubiquitous access to a constantstream of information, multi-tasking in today’salways-on, always-connected world hasevolved into hyper-tasking: a state beyondthe office that is pervasive in all aspects ofour lives. Sarah Tang Sr Digital Strategist JSA and GSW Canada
NEW RITUALS:FOCUS IS LOVEKeeping all that multitasking from interfering with real lifeisn’t easy. At work, at home, and on the go, people havecreated new rituals designed to give them time to focus.Companies have banned internal emails at least one day /week, families have strictly limited total screen time (notjust TV or phone), and friends around the world havestarted stacking their phones at dinner.Phone stack: When friends andfamily are together for a meal,everyone stacks their phones inthe middle of the table. First topick up their phone, pays the billfor all.
MULTI-LAYER ENTERTAINMENT: TV VIEWING CHANGED FOREVER More than 70% of us use some time shift features on our televisions. An equal amount consume multiple mediums at a time with television + internet being the biggest combination. Add in living room game stations, interactive commercials, and set-top boxes that seamlessly stream personal content into typical television programming and you’ve got a whole new era of viewing. Social brings back appointment TV: Twitter has brought the water cooler to the TV show in real time. You no longer have to wait until the next day to discuss what happened with your friends – you can discuss it, as it’s happening, with everyone in the world who is watching.BIGresearch, 2012
NEW NEEDS:POWER SEEKERSMaybe you’ve had the juicejitters? Under 20% batterylife left on your favoritedevice with a long flight (ormeeting or dinner) ahead andno outlets in sight. It’s amodern horror story. Atconferences, behindneighborhood bars and eventhrough fences during poweroutages, sharing power is the21st Century’s go-to randomact of kindness.
OVERVIEW 1 2 3 4 MOBILE SHARING RETAIL SELF- CONTENT FOCUS SCREENS CARE CONNECTION 5 6 7 8MAINSTREAM RECLAIMING COMPETITIVE DIGITALTELEHEALTH DATA LEARNING IP
1 MOBILE FOCUSPharma is putting mobile first, creatingnew kinds of tools and support systemsand building lasting connections.
For years, we always started with a website.Today, we design for the user and the user’sneeds/goals first—the platform is secondary ortertiary. Our work must, first and foremost, beabout finding the customer, wherever they are andon whatever device they’re using, and makingsure they have a consistent, satisfactory and, dareI say, delightful, experience. Amy Morrison Director of Strategy and Planning Blue Diesel
PROVEN PLATFORM:SMS AT THE CORE OF MOBILEHEALTHFrom supporting pregnant women to helping people quitsmoking to dealing with cancer pain, simple text messageshave proven to be a powerful tool in supporting betteroutcomes.One example: An integratedreport, based on five studies,with a total of more than 9,000participants, found that smokerswho used mobile messaginginterventions were twice as likelyto make it six months withoutsmoking as those who didn’t.
TRENDING APPROACH:RESPONSIVE RXThe growth of mobile access and the fragmented mobile OSand device ecosystems associated with it have led drug anddevice manufacturers to look for a better way to createwebsites that are usable on any screen. In 2012, manybegan using responsive design. In 2013, we expect thatadoption to more than double.Responsive design means designing a website/app that willwork on any screen size by responding and adapting to it.No more separate sites for each device.In addition to improving usability and simplifyingdevelopment, responsive design has two other criticalbenefits – Google calls it an SEO best practice andanalytics junkies say it lets you better compare contentuse across screens and locations.
NEW TEAMS: PHARMA TAKES MHEALTH BEYOND MARKETING Pharma leaders are increasingly turning toward integrated teams to develop mobile initiatives that go beyond the scope of individual departments. They’re incorporating the efforts of marketing, medical affairs and IT within new mobile health teams and task forces.Cutting Edge Info, Pharmaceutical Mobile Health, 2012
2 SHARING SCREENSLooking at a screen is increasingly acollaborative experience, one that earnsattention and promotes understanding.
Reps told us doctors were taking the iPadsright out of their hands. They don’t want towatch another presentation, they want to bepart of a real conversation – interacting withdata, trying out formulas, and exploring.That’s changed the way we think aboutdeveloping for the screen. Tyler Durbin Product Manager iQ, the innovation lab of GSW Worldwide
EASIER ACCESS: AN IPAD FOR YOUR POCKET 62% of physicians already own an iPad (or another tablet), but, in the weeks before the launch of the iPad mini, 1/3 told Epocrates they planned to buy the new smaller version. Their #1 reason: easier to carry it around with them on rounds.Manhattan Research, Epocrates, 2012
INTERACTIVE SALES:CO-PRESENTINGAn emerging new generation of sales tools are designedto get doctors involved. They leverage the touchscreeninterface of the iPad with remote control peripherals andbuild-it-together profiles, formularies and MOAs that aresimplified to make participation easy and rewarding.At the pharmacy counter, patientsare getting hands-on, too. Kiosksand docked iPads let them answerquestions critical to care. Using oneapp created at Purdue University,they can tap answers to fivequestions that will catch 60 percentof all known medication side effects.
TEACHING MOMENTS: NEW TOOLS FOR POINT OF CARE In late 2012, Epocrates joined GE and others in creating point-of-care teaching tools designed just for the iPad. The need is clear: although 78% of doctors believe they bear primary responsibility for good communication with patients about their treatment, a full 75% of patients leave their physician’s office without appropriate information to explain their illness or treatment. Some tools, including Fluent, created by GSW Worldwide, include a custom education packet that lets patients take home personalized documentation about what they discussed.The Schwartz Center For Compassionate Healthcare, Spring/Summer 2011National Academy on an Aging Society
3 RETAIL SELF CAREGreat new health tools that actually fit inour lives are bringing healthcare home.
Never before in history have patients and practitioners hadbetter access to personalized health data. Patients andpractitioners are already swapping data points to informdecisions and track outcomes. Soon, this confluence ofclinical and self-care data will transform expectations of thetraditional health app. Next generation apps and third-partyperipherals will have simpler user-interfaces, be morecustomizable to flex with the nuances of personalized health,and ultimately, more insightful—driving additional decisionsboth in-and-out of the exam room. Patrick Ortlieb Director, Strategic Services Blue Diesel
FINALLY:HEALTH DEVICES THAT WORKWITH OUR DEVICESWhen you walk into the Applestore today, you’ll see the newestMacbooks, iPhone 5s, and anentire shelf of medical devices—from Sanofi’s blood glucosemonitor to Withings bloodpressure cuff. These new devicesare designed with simple,consumer interfaces and plugeasily into our favorites devicesfor self tracking or EMR synching.
QUANTIFIED HEALTH: DRIVE TO WEARABLES The latest industry models point to a doubling of the wearables market by 2014 – with parity between the fitness and health markets by 2017. These body monitoring sensors – like Fitbit – were born of the retail, exercise marketplace, but are quickly finding a foothold in healthcare. Early predictions are that smart clothing designed to track nutrition and continuous glucose monitors will be the first to dominate the wearable health market.Juniper, IMS, 2012
FROM PILOT TO PROOF:TELECOMS BRING REMOTEMONITORING TO MASSESEarly remote monitoring studies heralded fantastic results –improving everything from compliance to safety tooutcomes. Now, it’s traditional telecom companies trying togrow big new markets around the promising technology.AT&T has an entire in-homemonitoring suite with 24/7 nursesupport. Rogers Communicationsis offering infant pajamas withbuilt-in biosensors. And Verizonhas made a big investment in in-vehicle monitoring.
4 CONNECTION THROUGH CONTENTForxxx curious spiders and curious people,the most effective marketing starts withcontent.
Content strategy is essential for the semanticallydriven future in search. Technical on-and off-pageSEO factors will continue to see a decline inimportance. The most compelling and desirablecontent will win. The opportunities to answerpeople’s questions, tell stories through social, andpromote individual expertise are almost endless. Ryan Deshazer SVP, Digital Experience GSW Worldwide
ORIGINAL PROGRAMMING:PHARMA PARTNERS TO CREATEENTERTAINING MEDIAIt all started with J&J. A video on their popularYouTube channel could earn hundreds ofthousands of views with little or no promotion.That led device and drug companies to crafttheir own strategies based on content.One popular answer seems to be partnershipswith major media companies. Lilly’s deepcollaboration with Disney has created multiplebooks for families dealing with Diabetes (andeven a character with Type 1). Sanofi’s latesteffort is a national call for people with diabeteswho want to co-star with Elizabeth Perkins inan upcoming documentary series.
THE NEW KOLs:AUTHOR AUTHORITY ANDGOOGLEContent alone has ceased to be king. Thenew opportunity is content + thoughtleadership. That means you’ll see a growingnumber of pharma companies cultivatingthe online personas of their most talentedemployees.The impetus is an algorithm. Google now allowsindividual content creators to ―claim‖ the contentthey author through placement of a HTMLattribute, rel=author. According to Google, thatrel=author attribute is in effect for ~20% of allsearch queries.
CURATION NATION:PHARMA FINDS THE “BEST OF”With almost 200 million websites and over half a million apps tochoose from, many of today’s searchers are overwhelmed. Theydon’t want more opinions, they want a clear path to the mostrelevant, credible ones.That’s led leaders like BoehringerIngelheim and Genentech torethink their content investment:from creation to curation. Theybring together the informationpeople are looking for in one,easy-to-navigate space.iTunes is doing a little of its owncuration for health by serving upthe very best apps for HCPs.
5 MAINSTREAM TELEHEALTH Once relegated to rural areas, telehealth is now a major player in medicine – and, it’s expected to double in size in the next two years.
Once the topic of futuristic videos (in which yourdoctor beams into your living room on a bigscreen and takes your vital with flashes of light),telehealth is now part of the every day practice ofmedicine. Chances are you already have access.In fact, a critical mass of insurance plans andpractice programs actively encourage members tointeract with their doctors through video, email ortext messaging. Leigh Householder VP, Experience Strategy and Innovation GSW Worldwide
A SIMPLER SOLUTION:FOR EVERY DAY HEALTH,TELEMEDICINE JUST WORKSA recent study by the AffiliatedWorkers Association, found that morethan 36 million Americans have usedtelemedicine.For simple consults, the practicemakes sense. The American MedicalAssociation says that as many as 70%of doctor office visits are forinformation or matters that can behandled over the phone.
AN EARLY LEADER:VETERANS HAVE ACCESS TOCUTTING EDGE TELEHEALTHThe VA has used telehealth to connect with anestimated 460,000 veterans in the past year andis looking to double that number in the comingyear with an aggressive campaign that includesnew and expanded services.Today, the program offers apps, home videosvisits, even educational iPads for caregivers.The VAs telehealth program has seen 30percent reduction in bed days of care and 80percent patient satisfaction rates and saved anestimated $1,900 per person annually andconsistently since 2005, moving it well beyondthe "pilot" stage.
AN ISSUE:REIMBURSEMENT IS IMPROVING, BUTA NEW CHALLENGE REMAINSAdvocates on all sides are working together to tackle the singlebiggest challenge to telehealth: Reimbursement. Phone calls,emails, even video chats aren’t typically covered the same wayan in-person appointment is.In July, Michigan became the 15th state to pass private payertelehealth reimbursement. Others are considering legislation. A new challenge: When fewer visits are in-person, will education falter? Today, the physician-provided patient education drug and device companies create is still largely printed and shared in office or read in a waiting room. How will it evolve to be part of telehealth?
6 RECLAIMING DATAThe work that breaks through isn’t just creative oreven cutting edge, it’s connected. That kind of workstarts with just one thing: data
We know a lot more than we let on. Pharma’sdatabases are rich with insight – what peoplewant, what they use, where they go, and whatthey share. For years, we’ve let that informationgo unused – considering it in aggregate, but notputting it to work. This year, that changes in a bigway. In 2013 pharma will put data to work. Phil Storer VP. Digital Strategist Navicor
LIVE VIEW:OPTIMIZATION STARTS WITHBETTER KPIsMetrics don’t end thediscussion in pharma today –they start it. The favorite twoquestions: What do we wantto accomplish and how will wemeasure success?Look to 2013 plans to includebenchmarked KPIs, livedashboards, and triggers foroptimization and improvement.
PERSONAL CONNECTION:A NEW FOCUS ON CRMIn the last few years, pharma has focused on triggeredmarketing to create a sense of relevance. A series ofstandardized messages would start when a particular eventhappened – like joining a program or starting an Rx.In 2013, pharma will start a new era of CRM – one thatlooks much more like consumer marketing withpersonalized content, retrigger strategies, andmultichannel integration.Look for individual data to drive both the content and theresults.
MOTHERLOAD:EMR WILL DELIVER LARGESTCACHE OF CLINICAL DATA EVERIt will blow away the idea of a sample and create a holistic view ofAmerican health. Its eventual integration with social media / socialintelligence will show the health connections between people andpopulations. In this new era, a patient profile won’t be aparagraph, it will be a search algorithm.Social data: Adam Sadilek at the University ofRochester and his team analyzed 4.4 million GPS-tagged Tweets from over 600,000 users in NewYork City over the course of one month tounderstand flu trends. They were able to createmodels that not only showed the instance ofdisease, but also predicted who would catch the flunext.
7 COMPETITIVE LEARNINGWhy study when you can play and learn?
I read once that the beauty of a game is that it givesyou a goal. People will work longer and harder whenthey have a goal. And, when they’re trying to beat theperson next to them to reach that goal? Well, that’swhere the real intensity begins.We used to call this kind of gaming ―edutainment.‖Today, it’s a lot more sophisticated than that – bringingthe best of psychology, information design and wickedgood Ux to create addictive competitive learning. Wade Taubken VP, Digital Strategy GSW Worldwide
LET’S PLAY:CONFERENCES GET FUN AGAINThere’s a new era of play happening at medical conferencesaround the country. One that borrows from the fun, interactiveinterfaces Wii has brought to our living rooms and Rovio andothers have brought to mobile gaming. These hands-oncompetitive learning booths challenge participants with one-on-one competitions and group play.Physicians are definitely ready toplay. Brands who’ve used theiQ.Rival touchscreen game reportthat docs have queued up to playand often returned to try topreserve their place on the leaderboard throughout the day.
PEER REVIEWED:NEW JOURNAL, NEW RESPECT2012 saw the release of a first-of-its kind peer-reviewed journalfor health games. The bi-monthly pub is dedicated to thedevelopment, use, and applications of game technology forimproving physical and mental health and well-being. It’s the firstto address this emerging, widely-recognized, and increasinglyadopted area of healthcare.The Robert Wood Johnson Foundationalso has invested in proving the value ofcompetitive learning. Their Games forHealth project has held national andregional conferences to bring expertstogether to model new ideas and shareemerging best practices.
SIMPLY PUT:GAMES MAKE BETTER PATIENTSA growing body of research is showing that games are a ―non-pharmacological intervention‖ that can actually help people bebetter patients – by increasing their engagement in care,improving adherence, and boosting resilience.A recent publication called "Patient-Empowerment Interactive Technologies‖described how therapeutic video games,including the Patient Empowerment ExerciseVideo Game (PE Game), can help improveresilience, empowerment, and a "fighting spirit"for pediatric oncology patients. Other games,including Avatar Alerts, are specifically designedto promote behavior change and adherence.Games and competitive learning will play agrowing role in finding the right way to engageand educate each patient to improve overalloutcomes.
8 DIGITAL IPIt’s time to own what’s ours on the WWW.
When ICANN began accepting nominations for newTop Level Domain names this year, we weren’tsurprised to see pharma leaders quickly submitapplications. The industry has increased its focus onwhat it can own online – investing in protecting notonly brand names, but also taglines, campaignlanguage, even the names of company leaders.
TOP LEVEL DOMAINS:THE NEXT DOT-COM IS DOT-YOUIn 2012, ICANN (Internet Corporation for Assigned Names andNumbers) started to change the way the Internet is organized. Nolonger would dot-coms and dot-nets be the only addresses youcould buy. Instead, companies could apply to register for anygeneric Top Level Domain name.The cost was steep, but industry leaders – including Pfizer and Eli Lilly –didn’t miss the chance to own their own ―internet country‖ (.pfizer and.lilly respectively). The new gTLDs are expected to be finalized in 2013and are set to change the entire landscape of the web. www.inventivhealth.com Second Level Domain Top Level Domain (This is what’s changing)
PROTECTIVE MOVES: CRISIS URL MANAGEMENT Drug and device companies have become fairly expert at scooping up URLs for proposed product names, campaigns, even common category phrases. But this year we’re seeing a new, more defensive strategy. Brands are buying up URLs that could be considered derogatory to their brand or leadership. Abbott Labs decided to fend off mischief makers by using URL acquisition to protect the name of their new CEO. They registered at least two dozen domain names related to Gonzalez, including those as simple as RichardAGonzales.com, and as potentially trouble-making as RichardGonzalezsucks.usPharmalot, 2012
LONG TAIL WORD PLAY:OWNING KEY WORDSMore than 99% of banner ads are never clicked. But, that doesn’tmean they don’t make an impact. Banners are about branding,too. People will see a banner (or a television ad, or a printcampaign) and then use a search engine to find the brand or –importantly – a key claim.That behavior is still trackable. And, it’s increasingly important to drug anddevice manufacturers. They’re consulting key word research to shape copyand pick terms and ideas that the brand can either own or benefit from thesearch results of.
OUR OPPORTUNITYThe next trends to move fromearly adoption to everyone
THE NEXT RX:HEALTH APPSSince 2010 about 10 percent of American adults with mobilephones have had some kind of app on their phone thathelps them track or manage their health. Every year, Pewreports a new number – and, every year, it’s the same. New potential: More than 50% of physicians recommend specific websites to patients. With more smartphones and iPads at the point of care, they may start to recommend apps, too. A study by Mitchell Research and Communications revealed that 60% of Boomers would download a health app recommended by a doctor. Patients with chronic or life threatening conditions were 70 percent more likely to download an app to track their medical issues than those with more general health and fitness concerns. Manhattan Research, 2012
AMBIENT HEALTH:CONNECTED HOUSES AND CARSWe’ve seen the models of cars that track your bloodpressures, houses that know when it’s time to take aprescription, wholly connected worlds around health. But,most of our cars and homes have yet to give us that kind ofhealth support.New potential: Two new shifts aremaking mass adoption of connectedhomes and cars possible. Commonindustry standards are being identifiedthat will allow all these devices worktogether. And, telecom providers arebuilding new solution sets that areentirely modular (no significantintegrations required).
TAP AND GO:MOBILE PAYMENTBy now, you’ve heard the bad news: The new iPhonedoesn’t have NFC. That tap-to-share technology that’sincreasingly common on Android phones was set to replaceQR codes, card swipes and other modern inconveniences inone fell swoop. If only Apple would have adopted…New potential: The need for a quicker, more convenient way to shareinformation is the focus of a number of mobile wallet initiatives, championedby banks, telecom providers and other experience heavyweights. The solutionsthey find and propagate will power all the sharing the marketing departmentever imagined.
THANK YOUTo discuss this report live or request a presentation of trends,please contact Leigh Householder at 614-543-6496 email@example.comVisit us as gsw-w.comOr at facebook.com/GSWWorldwide