2012 Digital Trends For Healthcare Marketing

DIGITALTRENDSChanging the frontlines of healthand wellness marketing in 2012

TRENDS WE’RE WATCHING First movers in Change we see Big shifts health care underway ahead How pharma, What we’re What’s changing biotech, and watching for 2012 marketing right now wellness leaders and beyond are responding Jump to page 56 for the big new stuff

BIG SHIFTSUNDERWAYWhat’s changing marketing right now

BIG SHIFTS UNDERWAY The digital practice Personal search Mobile health Long form on the screen Gaming is fun again

BIG SHIFTS UNDERWAY The digital practice Technology is fundamentally changing how health care professionals interact with each other and their patients. Let’s take a peek inside ….

BIG SHIFTS UNDERWAY Personal search The explosion of channels and proliferation of media have left us hyper connected and information overwhelmed. Today’s searchers don’t want more opinions; they want a clear path to the most relevant, credible ones. Who do they trust? Google? Prolia

OR THE FILTER OF THE NETWORKTHEY’VE BUILTACROSS SOCIAL MEDIA? ProliaSearching not only the entire web, but the preferences of people like me

THE LINES BETWEEN SOCIAL,SEARCH, AND MEDIAARE GETTING BLURRY All content can enable Social interactions All content and encourage with content feeds search social interactions improve search (which will, in turn, improve search)

THEN: ALGORITHMS DELIVEREDCONSISTENT SEARCH RESULTS

NOW: SOCIAL CUSTOMIZESSEARCH RESULTS JUST FOR YOU

BIG SHIFTS UNDERWAY Mobile health Remote patient-monitoring devices have the fastest-growing yearly revenue of any medical device sector. From 2008 to 2010, the growth rate was an impressive 23%, and revenue is expected to double in the next four years. It is unusual to see more than 20% growth in the tight, volume-buy medical device market, but the new wireless patient-monitoring systems are surpassing that because they appeal both to the need of payers to cut hospital stays and to the need of providers to deal with reduced staff. Kalorama Information, “Remote and Wireless Patient Monitoring Markets,” 2011

WHY? IT WORKS …In a randomized controlled study, Kaiser Permanent researchersPartners Healthcare’s Center for found that home-based monitoringConnected Health found that tools helped control hypertension.Vitality’s GlowCaps service raised 20% more patients lowered theirmedication adherence rates 27% blood pressure to healthy levelsfor hypertensive patients. within six months. 71% 98% 38% 58%

IT’S NOT JUST HEALTH CARE,MHEALTH IS SELF-CARE 9,000 consumer health apps currently in the iTunes store+4,000 expected by next summer These apps offer a mind-boggling array of health support, like: • Calculating calories burned during exercise • Creating soundtracks to help people fall asleep • Displaying pictures that can elicit memories from Alzheimer’s patients • Quantifying pain over time

REGULATORS ARE STARTING TOWATCH APP “EFFICACY” Said two app makers falsely claimed that their FTC apps would eradicate blemishes (with light). DermApps and Acne Pwner will have to return the $14,294 and $1,700, respectively, that people paid for the apps. This summer, the FDA issued draft guidelines FDA for mobile medical devices. They’re focused on tools that act like devices – not health and wellness apps or even true medical apps

BIG SHIFTS UNDERWAY Long form on the screen This is the first year we’ve really gone long form on the little screen. People are devouring content and calling into question everything we think we know about how to write and create for digital mediums.

THE iPAD AND KINDLE CHANGEDHOW PEOPLE USE SCREENSAmazon sells 105 eBooks for every 100print-and-paper books- Amazon, July 2011

PUBLISHERS HAVE STARTED TOCRACK THE CODE TOOThese three leaders have created new best practices onhow to publish to the screen.

HOW WILL IT CHANGE BRANDMARKETING? FROM: BULLET POINTS TO: SOLID NARRATIVES FROM: 30-SECOND CLIPS TO: BRAND JOURNALISM FROM: CREATING TO: CURATING

BIG SHIFTS UNDERWAY Gaming is fun again Gaming is a big part of American life. How could translating that interface to medicine promote healthier choices and longer lives?

MOST OF THE WAYS WEINTERACT WITH HEALTH CAREARE UNINSPIRING The interface of health care is broken We’re not engaging people • We give them 7 minutes in the exam room. • Confront them with complicated, paper-based adherence tools. • Set a lot of requirements but give few rewards.

GAMING IS THE NEW AMERICAN PASTIME Of gamers are women. Is the average age of In fact, a greater number of women than 40% 34 gamers (they’ve been playing for ~12 years). YEARSboys under age 17 play. of Americans over of heads of households the age of 50 play video games. 26% 42% play games on a wireless device.ESA, 2009/2010

GAMING IS MORE THAN WORLDOF WARCRAFT Relative Industry EA Games Valuation: $5–7 Billion Global Sales Comparison (Sims, Madden, Rock Band) • Game: $70 Billion • Music: $40 Billion • Movie: $30 Billion Zynga Valuation: $7–10 Billion (Social Games/Farmville) 67% of US households play video games Groupon Valuation: $23–25 Billion(game mechanics-driven daily deals)

GAMES LEAD TO HEALTHIERBEHAVIOR AND OUTCOMES “The beauty of a game is thatit gives you a goal.”People will work longer and harder if you give them agoal.- Debra Lieberman of the Institute for Social, Behavioral and Economic Research (ISBER) at the University of California, Santa Barbara

IN ONE STUDY, RESEARCHERS FOUND THAT GAMES MAKE PEOPLE “BETTER PATIENTS” More More engaged in 16% improvement knowledgeable their treatment in adherence about care planPediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: ARandomized Trial, 2008

THE EVIDENCE HAS CONVINCED HEALTH AND WELLNESS LEADERS • Humana has now dedicated part of its innovation department to Payers are leading gaming. the way • Along with CIGNA and Aetna, it’s been an early mover and getting challenge and educational games in the hands of members. $50 million • That’s how much venture capital has been poured into health games in the last five years. investment • Major CPG companies are building their offers with wellness gaming. CPG is joining in • Johnson & Johnson, Unilever, Kraft, Nike, Apple, Disney, and others are developing new products related to health gaming.TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009

FIRST MOVERS INHEALTH CAREHow pharma, biotech, and wellness leaders areresponding

FIRST MOVERS IN HEALTH CARE Better tools for reps Truly mobile sites Value around the pill Warm leads from the marketing suite New metrics and ROI models

FIRST MOVERS IN HEALTH CARE Better tools for reps The iPad has had amazing uptake by pharma and biotech. It’s becoming the center of a new kind of sales toolkit – one that’s more about showing than telling.

THE iPAD HAS BEEN ADOPTED BY TEAMS AROUND THE WORLDFirst Word, 2011

TO CREATE EXPERIENCES THAT ARE REMEMBERED IN THE PRACTICE 1:2 (U.S.) physicians say they have received a detail on an iPad or similar tablet. Brands whose tablet details they remember most:Manhattan Research, 2011

ON TABLETS, THE DETAIL CAN BEPART OF AN INTEGRATED TOOL KIT MORE MOREEFFICIENT EFFECTIVE CRM Formulary THE DETAILING SUITEProductivity In person Leave behind Remote / virtual Sampling App tools Self-guidedCommunity Resources

NEW POSSIBILITIESWe can create experiences wecould have never created before.

1 CUSTOM, NOT CANNEDThe iPad can support scenario selling - Allowingyour reps to customize the detail to the practice. Use what you know Ask what you don’t To create experiences that are custom fit

2 TOOLS, NOT TALKPhysicians want to use your brand(not just hear about it). • What can your brand create that makes running the practice easier. • Or conversations with patients more powerful? • Demonstrate it in the detail and leave it behind with a short URL.

3 BE LOGICAL, NOT LINEARConversations never follow the path you sketched outon a white board. • Hot spots and callouts let reps drill down into the data or ideas the physician is most interested in. • Multiple paths create a sense of discovery. • All while keeping the detail in the 2-minute window.

4 SHOP, DON’T DROPShort are the days of Trunk Stock. Today’s docs wanta more personal, flexible leave behind. • We have content physicians want: tools that support their patients. • How can we merchandise that in a way that lets docs choose? • And deliver it to them any way they want.

5 STORY BUILDING, NOT STORYTELLINGThe iPad can create a virtual lab, an interactive OR, orany other space you might want to collaborate in We can build scenarios together. • That reflect the practice’s real patients. • And demonstrate the impact of a therapeutic.

FIRST MOVERS IN HEALTH CARE Truly mobile sites By 2015, more people will access the web from mobile devices than from computers. Over half of physicians are already accessing the mobile web more than 5x/day in their practice. BUT: Only 4% of pharma websites are mobile friendly.Morgan Stanley, 2010Manhattan Research, 2011The Lathe, 2011

FIRST MOVERS KNOW:It’s not just about the experience.Desktop websites are not designed for small screens.Some say that mobile could become a mandate.• Logo• Branding• Claim• Indication• ISI

BEST PRACTICE:MERCK’S JANUMET• Great, touch-friendly design with big buttons, clear graphics• Safety information snippets at top of page.• Phone numbers are active – just tap to start a call

BEST PRACTICE:SANOFI-AVENTIS’ LANTUS• One of the first mobile sites and still one of our favorites• Dashboard-style navigation• App-like navigation

BEST PRACTICE:NOVO NORDISK’S VICTOZA• Strong branding• HCP focus• Easy scroll text pages

FIRST MOVERS IN HEALTH CARE Value around the pill Relationships aren’t built on price and product - they’re built on unique value. We create product + programs designed to build more lasting relationships with brand stakeholders and deliver lasting sales (not just trial and new acquisitions).

TOOLS THAT EMPOWER PATIENTSSanofi-Aventis created GoMeals to support people managing theirdiabetes. The clever app has calculators and tools that makemealtime decisions easier. ~3,000 people per monthvisit the GoMeals site. The app itself has 264 reviewsacross two app stores with an average rating of 3.5 – 4 stars.

TOOLS THAT POWER BETTERCONVERSATIONSKing Pharmaceuticals’ PainBalance site brings together anincredible collection of tools – from clinical aids to surveys,educational content, REMS, and more. The site’s visual aids are themost impressive components – they’re exam room ready and in formats for nearly every device. The site has earneda lot of time and attention – rating as many as 15,000 visitors in a month and 4-6 minutes of time per visit.

AND TOOLS THAT POWERLASTING COMMITMENTS50% of people who should get colonoscopy screenings choose notto. The reasons are familiar: it’s scary, the prep is awful. Salixdecided to create a tool that answered all their real questions – inthe voice of someone like me. • Up to 50,000 visitors/month • Used on provider sites • 30,000 requests for printed copies • 200 hospital requests • 2,000 HCP requests

FIRST MOVERS IN HEALTH CARE Warm leads from the marketing suite Marketing strategies and tools have usually been designed to support or augment the sales force. But, some pharma companies are rethinking that: they’re using marketing to create warmer handoffs and make personal connections.

PFIZER CREATED A TRULYHUMAN-CONNECTED PROGRAMPfizer took the lead on creating an esampling programthat supported – instead of competed with – the salesforce. Reps have 48 hours to choose to respond to esample requests in person. If they don’t, the esample is automatically shipped to the OB, and that office can be added to a “no see” marketing list. All esample requests are automatically referred to the relevant sales rep (based on zip code or practice address).

FIRST MOVERS IN HEALTH CARE New metrics and ROI models One of the critical success factors to creating sustainable investments in new mediums is getting the right metrics in place: How will we ultimately judge ROI, and what performance indicators are essential to watch along the way?

NEW METRIC #1:SUSTAINED BEHAVIOR CHANGEPharma is supporting real change. • It’s not about taking one drug or asking one question. “Theres a huge disconnect between • It’s about making better choices, one our long-term by one, every day. aspirations and moment-to-moment choices.” Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health

NEW METRIC #2:RETURN ON REPUTATION“Ads can’t change people’s minds, only actionscan.” • Invest in places they can make a difference. • And let people tell each other what kind of company Pfizer really is.Sally Susman, SVP and chief communications officer for Pfizer

NEW METRIC #3:SERVICE RATINGSGSK took a big step toward building lastingrelationships with health care providers andregaining the public’s trust. • In an effort to sync its actions with its values. • GSK moved revolutionized its sales incentive model. • And, quickly won the #1 preferred sales force of PCPs.

CHANGES WE SEEAHEADWhat we’re watching for 2012 and beyond

CHANGES WE SEE AHEAD Personal clouds NFC Gated social communities Internet TV (finally) Connected cars and houses

CHANGES WE SEE AHEAD Personal clouds This is not the post-PC era. The PC will be alive and well, but the personal cloud will replace the PC as the location where users access their content. We’re already seeing people interact with cloud services like Amazon Music, Netflix, Google Docs and Apple’s iCloud.

THE ERA OF SCREENS, PART 1 FROM: SYNCHRONIZE ALL YOUR TO: SAVE ONCE, SEE ANYWHERE DEVICESBy 2015, the biggest difference we’re going to see betweena connected TV, AIO PC and tablet may be the screen size.

CONSUMERS CAN USE SHAREDSERVERS OR AT-HOME HARDWARETO CREATE THEIR OWN CLOUDIn this age of personal curation, the things we save andcreate can be accessed on any device we touch. DIY Cloud

CHANGES WE SEE AHEAD NFC NFC facilitates spontaneous, impulse-driven interactions due to the simplicity of its use. Simply tap an NFC touch point with your phone, and initiate some kind of relationship with a company.

THE NEXT EVOLUTION OFENGAGEMENT ISN’T TYPING OREVEN SCANNING, IT’S TAPPINGThis is the kind of “ah ha” ease of use that inspiresrapid adoption and bridges the technology divide.

THAT IS, AS SOON AS THEHARDWARE CATCHES UP…Today, most of the new Android smartphones have NFC.But Apple and RIM have been slower to adopt.See the full list:http://bit.ly/nfclist

WE’RE ALREADY SEEING TESTCAMPAIGNS

WHAT ELSE COULD MARKETERSDO?Prompt immediate joining or opt-ins:Initiate a phone call, text, or email:

CHANGES WE SEE AHEAD Gated social communities Sites like MySpace and Facebook are designed to attract a broad base of users. Newer breeds, like Small World and the forthcoming Diamond Lounge, are building business plans based on exclusivity and the age-old custom of keeping out the riffraff.

OMG, MY MOM JOINED FACEBOOKOur human need to share things with our friends andfellow travelers is balanced by a need for intimacy with“people like me.”

THE FIRST BIG MOVER IN GATEDCOMMUNITIES IS ACTUALLY AMACRO COMMUNITY

WHAT’S NEXT: MICRO HEALTHSUPPORT NETWORKSAd hoc groups of 10-15 that include your actual care team

CHANGES WE SEE AHEAD Internet TV (finally) We’ve been talking about Internet TV since at least 2003. The tipping point seems to finally be here. And the difference is bandwidth. The devices that are popping up to take advantage of the new combination of connectivity and content range from newbies like Roku to gaming platforms like Playstation and old hands at TV like Sony.

THE ERA OF SCREENS, PART 2Internet TV makes programming more vast and morepersonal. Now living room content can come fromanywhere – not just a cable provider.

WIFI IS BUILT IN SO THAT YOUCAN SEARCH WHILE YOU WATCHInstantly asking questions to Dr. Google, WebMD, or YouTube – rightfrom your remote

CHANGES WE SEE AHEAD Connected cars and houses The industry has not made real connectedness happen as quickly as it should have, in large part because of fragmentation. Today, there are few ways to establish peer-to-peer connections between devices in the home. But this fall, the industry finally started coming together to establish those standards. The new age of connectivity will be powered by your handheld device – increasingly acting as a remote control to your home, car, and world.

FORD AND TOYOTA ARE CREATINGIN-CAR HEALTH MANAGEMENTSYSTEMS THAT MONITOR REAL-TIME BIOMETRICS ECG (electrocardiogram) tracking through the steering wheel Bluetooth integration of Medtronic’s continuous glucose monitor Reminders and touchscreen control of WellDoc’s disease management support Real-time allergy indexes from SDI Health

TODAY, THE MEDCOTTAGE ISBRINGING TECHNOLOGY-POWEREDCAREGIVING TO THE BACKYARD

INNOVATION LAB 2010

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2012 Digital Trends For Healthcare Marketing

by IQ the innovation lab of GSW Worldwide on Nov 15, 2011

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2012 Digital Trends For Healthcare Marketing — Presentation Transcript