Mobile engagement in pharma
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A presentation on Mobile by David Hunt, HAVAS LYNX EU Chief Executive. Mobile marketing is more than just a novelty, it is an entirely new way of communication. With the right strategy it can deliver significant ROI, with the wrong idea it will simply be a waste of time, effort and money. Do mobile because your customers want information on the go, don't do mobile through an obligation to being an innovator. http://davidandrewhunt.com/
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Mobile engagement in pharma
- 3. Convenience Your phone: always by your side
- 4. Existing consumer behaviour We expect a lot from our phones
- 5. Interaction You can look and touch
- 6. User engagement in their time, on their terms Users actively looking for information
- 7. A world of possibilities Endless opportunities for mobile engagement in pharma
- 9. Mobiles are instant Just like that
- 10. A bit of magic
- 11. But for pharma…?
- 12. But for pharma…? Of course!
- 18. APP DEV PROCESS Divider for draft purposes, not for presentation
- 21. • Vision • Communication • Organisation
- 22. • Strong interactive background • Understands potential of mobile • Creative flair
- 23. • Vital • Advise • Troubleshoot
- 24. • Strong mobile • Good relationship with Designer • Experienced interactive • Problem solver
- 27. App Development: The Long and Winding Road
- 30. ‘I want an app!’
- 32. Really think
- 34. Do your homework
- 36. Establish KPIs
- 38. ‘I want an app!’
- 40. Image: All listed ppl crammed in room (can just see them through doorway, as if jammed in stockroom). Man outside shouting ‘No-one leaves till you think of something’
- 41. [title] Development process Above to be come on stage by stage as speak. Also add extra arrows to indicate where might go back and forth (e.g. after testing might go back to design)
- 42. [title] Development process Above to be come on stage by stage as speak. Also add extra arrows to indicate where might go back and forth (e.g. after testing might go back to design)
- 43. [title] Development process Above to be come on stage by stage as speak. Also add extra arrows to indicate where might go back and forth (e.g. after testing might go back to design)
- 47. LAUNCHING AN APP Divider for draft purposes, not for presentation
- 48. If you build it, they will come.
- 49. If you build it, they will come. might
- 50. If you build it, they will come. might 1 in 5 free apps downloaded less than 100 times
- 52. Print Web ads Microsite Online networks PPC Seeding Social Media eMarketing
- 54. • Start early • Know the market • Robust solution • Space = key • Avoid ‘constructed’ views • Test, test, and test again • Communication
- 55. LEGAL STUFF Divider for draft purposes, not for presentation
- 57. To finish? Need to think of closing slide.
Editor's Notes
- Thank you for still being here at the penultimate session. I realise you will have listened to a lot over the last two days, but hopefully in the next half an hour I can show you some interesting ideas that should keep you awake. I’m Lisa Jeary, and I work for Creative Lynx, we’re a 25 year old healthcare marketing comms agency, and in the last couple of yars we;ve developed over 100 iPad and iPhone apps for Pharma. First of all, I want to quickly tell you a little but about why we think apps present such a great opportunity for pharma, but then I woudld like to talk about how to work with your agency or internal teams to produce a worthwhile and successful app that is cost-efficient and brand aligned. I’ll also show you a couple of nice ideas for how you can make the most of the latest mobile technology.
- The first thing to point out is that apps should not be produced for novelty value… they are installed on a personal mobile device and to ask that of someone you have to offer something that will be genuinely useful over the long-term. You won’t make the most of your investment if your app is used once and then uninstalled. Think about how this app will help your customer in their daily life – if you do this you’re already off to a good start.
- One of the major opportunities with apps is of course convenience – you can reach your customers at home, at work, when they’re in the pub. A mobile is always by your side. It’s often your first port of call for information – whether that be directions, answers to the pub quiz, or information about a product you’ve just heard about.
- And although it is clear that mobiles and apps are at the heart of consumer behaviour, we don’t always see that healthcare professionals and patients are the same as you and me. They too are consumers of information; they too have smartphones glued to their side. Everyone expects a lot from their phones.
- The personal nature of mobile apps, and the tactile interaction present in them, presents a great opportunity to really engage with specific audience types. A website can often be a jack of all trades – storing every piece of information for everyone. An app should be more personal, more targeted, and focussing on that is another opportunity.
- And apps are installed. Not glanced at in a passing google search. You can access your app, wherever, whenever, when you have time to explore the information on offer. They don’t interrupt your day. Knowing that your app is for those customers who have bought into the idea that the app will be of some use to them, which is why they installed it, means you can provide information in perhaps a different way to more traditional, slightly harder-sell strategies.
- And so the possibilties are endless... HCPs - news - tools - reference - directories Patients / Carers - Support - Community - Tools And the innovative methods of realisation by far outreach
- Finally, it is instant I’m impatient I want the information I want, when I want it and where Ultimately mobiles are Fast, rewarding and convenient
- 6. Finally, it is instant I’m impatient I want the information I want, when I want it and where Ultimately mobiles are Fast, rewarding and convenient
- First of all I want to show you the Blippar app. So far, this is a consumer world product that use mobile technology to fully integrate the offline world with digital content… anywhere you are. You point your phone at a print ad, a poster, or even a Ketchup bottle to generate digital content on your screen that directly interacts with the content you are pointing at off screen. I just want to show this short video to demonstrate the concept of Blippar for those who haven’t come across it.
- But, can you imagine using something like this in Pharma?
- I can. There are so many opportunities to integrate your offline materials with online… to provide more complex data over multiple platforms rather than trying to squeeze it all onto a leave piece… You could point and aim at a product pack to provide a switching guide or administration guide video. You could provide regionally specific information to HCPs through a single print ad, thereby saving costs. You could bring Mode of Action information to life. We’ve mocked up an example for an existing campaign we are working on with Janssen.
- schizophrenia24x7.com – a digital disease awareness campaigns for patients with schizophrenia focussed on improving awareness of the important of adherence in achieveing long-term functioning. Part of this campaign includes a print ad in a patient art magazine…
- And part of it includes a YouTube viral video. The video shows our character’s chaotic journey through non-adherence of medication, and allows the viewer to take control at the end, demonstrating the importance of controlling illness through continuous treatment. Why not bring the two parts of the campaign together through mobile, improving the reach and impact of both?
- The tenuous link between a print advertisement for a patient education website and the interactive elements suddenly becomes less tenuous….
- As we see the print illustration magically transform into an educational animation holding far more of our key messages than the print ad could have coped with.
- But whatever tricks you use – ensure that the app is part of an integrated brand strategy with clear KPIs.
- So having discussed some of the nice opportunities available, we’re ready to get down to how you go about developing an app that Works for your brand objectives Meets your KPIs Is cost efficient and time efficient A comes about as the result of a process that enables you to retain your hair.
- First of all meet the team Developing an app needs particular specialists, whether you develop it in house or with an agency… - Designer UX guy/tester Developer Medical writer Project Manager And, last but not least – the brand manager, or for us, the Client. -Client
- The brand manager, or for us, the client, is crucial… without the vision for the brand, the strategy, the objectives, a really good brief, the app won’t have a chance!
- Project Manager A project manager needs to understand the brand vision, the audience and their behaviour, as well as understanding the budget, timelines and pretty much everything else. A project manager is the glue that holds it all together – ensuring that each team – brand, account, design, development, are communicating and provided with everything they need including vital technical specification and functionality documents at exactly the right stage.
- Designer You’ll need at least one designer if not more Need a strong background in interactive and/or product design Familiarity with the impact the functionality of the platform can have on the visual screen (e.g. how gestures such as swiping can replace the need for onscreen buttons) Good appreciation of importance of ergonomics And above all else more than a share of creative flair. First impressions are really important – the look of the app is vital in encouraging the user to spend time unlocking it’s value.
- User experience An area sometimes overlooked not a compliance or regulation decision, it is an investment in a long-term relationship Already highlighted how impatient the mobile market is; no time for an app that doesn’t work first time round
- Dev Like Designer, will have at least one Dev, more depending on the complexity/timeframe Strong mobile – Increasing number of mobile and tablet platforms means Dev requires good core knowledge of generally applicable languages as well as those specific to each device (details listed below) - Designer & Dev will need to work closely together, so vital they form a good team Dev should have good experience of digital interactivity and an awareness of best practice Problem solver – when an app comes back from testing with a problem it’s not always obvious what the cause is.
- The copywriter as well as being a specialist in medical writing or creative writing , will need to have a strong understanding of the way people read information on a mobile, and the way that calls to action might be different…
- If going to employ an agency most important thing is that you have a good relationship – communication is key.
- We’ve been lucky to have developed a fair few apps, which of course has been a learning curve… we know the path isn’t always going to be smooth, but adhering to certain processes, in our opinion, can help!
- First of all you need a brief.
- …….
- This is NOT a brief.
- Its so important to stop and think at the very beginning before you decide to invest in an app.
- Really think. And don’t just think alone. Get everyone involved: HCPs, reps, designers, copywriters, patients, market researchers, developers etc etc
- ¼ of apps are only used once... Think: why do you want an app? What value will it add?
- Do your homework. What devices do your customers use? Is your content suited to that device? For example, if they are all on older Blackberrys with small screens – will the usability be compromised? Will it work for you?
- Is there something already out there? What are you competing with? And not just other apps, how else are customers getting the tools and resources you want to provide them with. Again, how can you add value? Can you?
- Establish KPIs. What does good look like? If you were to build and launch this app, how would you defend its success? How would you know if it had achieved anything?
- Does your app need to work across many platforms? iPhone, Android, Blackberry.... Do you know that each may need to be built in a native language for that device, depending on the functionality... If so, you may have to pay for three apps instead of one... Building in HTML5 is cross-platform... But HTML5 at present will not enable you to do EVERYTHING you might want to do. So these are conversations to have with the team at the beginning....
- So you may want an app….
- But is it right? For your brand objectives Your customer behaviours Your budget ??
- Brief So develop a really well-thought through brief. Clarity = key, whether outsourcing or doing in house Brief should be referred to throughout project to ensure development on track You may prefer to create a brief with the whole team inputting – it doesn’t need to be top down... As the research and thinking is done, everyone can help create a brief that will be executed well.
- Estimate From your brief, your agency or inhouse development team should be able to estimate: What resource required How long it will take Therefore how much the project will cost An App is no more difficult to build than a website – the cost is due to complexity and not platform Costs should be well broken down do that you can prioritise and phase work, ensuring your budget is managed well... Sometimes it is better to start small, launch, analyse, and learn, before investing in phase two/more complex functionality.
- Functional Spec Initial functional spec may be developed at this stage, usually by or with input from the Developer and user experience expert. Again details is key – this will be a practical guide to what the app must do at every step of the user journey, and what data, if any will be recorded. This is something you can review and sign off, ensuring that what you have in mind is the same thing the rest of the team have in mind, reducing potential costly changes, and delays to the project, later.
- Work together - any order consult dev and UX Approval at this stage to avoid costly dev changes before going into dev
- Digital artwork Following approval of initial designs, design will be rolled out across any remaining areas of content. Rather than incur the costly resource of a Designer, often a Digital Artworker will do this. Once designs complete, Digi Artworker slice up the design files into the assets the Developer needs for designing. It’s at this point that the Functional Spec sometimes revisited May have been revisions during design stage Also, often useful for the functional spec to include annotated copies of design files BUT Func. Spec should be set in stone by the time it goes to Dev
- Development Then it’s time to build the thing. The designs, the spec, and the content should inform the developer, but it isn’t always a linear process and developers may run into challenges or come up with ideas of how it could function better – this is why it is so important that there is regular communication between the team. Testing will be done throughout build (or should be) to catch any issues early... Testing will break your app. The developer will build it again. The tester will break it. And finally the developer will rebuild, ready for a full testing sign off.
- Deployment So now your apps been built, knocked down, built again (and maybe a few more times) it’s time to give it to the masses. Bear in mind that deployment is not necessarily an immediate process. Each mobile platform has different deployment and approval processes (e.g. iTunes) and you should ensure that you’ve made time for this in your timeline. Finished?
- No. Afraid not. building it is not the end of the process by a long way…
- This is not a correct assumption.
- This is more accurate…
- Wrong. -20% of all FREE Android apps currently available have been downloaded less than 100 times Over 50% of all FREE Android apps have been downloaded less than 1000 times (If they cost £10,000 to build, that is over 100 per go) .......... YOU CAN’T GIVE AWAY BAD DESIGN http://www.readwriteweb.com/mobile/2011/05/new-report-examines-download-volume-on-android-market.php
- Problem is people aren’t seeing the apps. The market’s a crowded place, and your app, like anything else you produce, you have to promote
- Print Leave pieces Ads in publications such as BMJ Other apps - E.g. BMJ App offers advertising space Website Through media buyers or market research, target sites that you know your audience are spending a lot of time on Banner ads Feature articles Microsite Can be a useful way to communciate some of content within app (app stores offer little in way of description) Social media Facebook: Increasingly easy to find and communicate w/ target market. An ever-increasing number of Pages/Groups dedicated to medical conditions, in which patients discuss latest treatments and advise on sources of info/digital resources that may be of use. Facebook ads can be targeted by age, gender, location and interests Bring your app to the attention of popular Twitter users. Retweet with a link can bring your app to the attention of thousands instantly Given limited space afforded by app descriptions a short video hosted on the likes of YouTube or Vimeo = good opportunity to quickly communicate how your app works Online networks - The likes of Doctors.net, Medscape, OnMedica, Elsevier have a dedicated following and offer range of ways to sponsor content and promote PPC PPC campaigns can yield very positive results, though require careful monitoring and significant investment in most cases. Seeding Approach key opinion leaders with blogs etc. Often trusted sources of information/opinion eMarketing Find out what newsletters your target market are already subscribing too. More often than not can pay for an ad or to be featured. For maximum effect, rather than a single shot try to release different key messages across a series of emails For HCPs e.g. BMJ Don’t think that once you’ve deployed and marketed your app that has to be the end Updates offer opportunity to respond to any user feedback/metrics and improve design (e.g. Psoriasis apps) Also, if it’s appropriate, updating the content of your app can help keep it fresh, encouraging repeated use by users
- Start early Consider localisation as early as possible in the app dev process (i.e. when you develop the first example). If you’re localisation team is different from your development team try to involve them from the start. They will be able to highlight potential issues, have better awareness of best practice etc Don’t mention the war Be sensitive to any cultural differences. Are there images in your app that might not be appropriate for all markets (e.g. An app with shots of woman bearing shoulders would not be appropriate for predominantly muslim countries). Know the market Check your device is right for your market; does the app address the market needs of that region, are they already heavy users of digital technologies, is the mobile device you plan to develop for supported in that region, are there any different legal issues in the region your developing for that might impact on your app. Robust solution Due to varying market needs, we’ve known clients in the past who have wanted to split what was previously one app into two separate apps for a particular market. Build you app so that elements can be easily separated and restructured. Space = key Communicate this to designers. They shouldn’t design anything to fit precisely (tightly) particularly regarding text. Verbose languages such as German can take upto 50% more space than English Avoid constructed views Avoid putting buttons, controls, pictures alongside text. If the text is translated, these items may no longer fit there, and if buttons etc start having to be moved and therefore the app restructured, things can get very messy very quickly. Testing Every time any change is made to an app, no matter how small, it should be tested thoroughly. Communicate Ensure a good relationship between your development team and your localisation team. It can make your workload a lot lighter and the process significantly smoother if they feel they can communicate with each other.
- Avoid gimmicks Research research research - Do your homework to establish platform, device, usability, relevance! Deliver a great user experience and great design - provide value! Not just once, but regular, ongoing value. Capture insight – AND USE IT - Not just no. of downloads but which content ppl area accessing, what stuff - Choose your device wisely – one size does not fit all when it comes to mobile. One of the biggest challenges with mobile = no. of diff handsets. Get noticed- We've talked about it. Building your app is less than half the job. Ensure you have an ongoing promotional plan, and remember a phased approach can be more cost efficient – developing and refining your app as you learn more about the value it brings to your customers through analytics.
- Thank you very much for listening.