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Neuromarketing Insights into Branded Allergy Medication Website Design

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One to One Health and OTOinsights present a first of it's kind study that shows how neuromarketing analysis can be garner new insights into patient engagement with branded drug sites. OTOinsights also …

One to One Health and OTOinsights present a first of it's kind study that shows how neuromarketing analysis can be garner new insights into patient engagement with branded drug sites. OTOinsights also presented this research at the 2010 Boston UPA mini-conference. More info at www.otoihealth.com

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  • Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Important because design is changing from an industrial “this is what we are able to produce” paradigm to one where were attempt to creating meaning to consumers. Quoting Dr. John Ratey, Professor of Psychiatry at Harvard:“To know ourselves, we must become good self-observers, and it is for this reason, more than any other, that we must learn about the object that drives our logic, imagination, and passion.” Microsoft: EEG data to understand users’ feelings of surprise, satisfaction, & frustration Google: partnered with MediaVest for a biometrics study on the effectiveness of YouTube pre-roll vs. ad overlay. Overlays were more effective Daimler: fMRI to research headlight design with suggest human faces and light up the reward center
  • One hundred billion neurons in the brain with 1-10,000 synaptic connections. Thus, the number of possible patterns may be up to forty quadrillion Since the brain is so plastic and complex, it is virtually impossible to predict how a given factor will influence it’s state. There is no buy button. But, neuromarketing can help uncover certain patterns to help brands optimize their marketing efforts.
  • 4 primary processes involved in responding to stimuli: perception, emotion, attention, & behavior Perception: sight, touch, hearing, taste, and smell. Proprioception Hearing, some vision, touch & taste enter through the brain stem and go to the thalamus. From here, they travel to specialized areas of the brain. Emotional signals are processed through the limbic system: memories, learning, & emotion. Signals are emotionally tagged and cause a response: fight or flight from the amyglada If interested: apply active attention & start up the corresponding behaviors Bottom-up processing = passive attention; top-down processing = active attention (goal driven) This is important for choosing the creative channel used to engage customers
  • JAR study (Dec 2009) challenges the notion that emotive advertising creative increases attention. They found a 20% decrease in attention from emotive ads. These findings support the resource-matching theory: users will expend only the minimum amount of resources to process a stimulus. Emotive content requires little cognitive processing, so there is less attention Traditional market research relies on users cognition, but this only gets at a miniscule part of the decision process. 90% of buying decisions are made unconsciously, so there is an inherent cognitive bias in traditional research.
  • Functional MRI measures brain activity associated with perception, cognition, and behavior. Brain activity manifests itself via the firing of neurons – oxygenated blood flows to these areas of the brain, changing the magnetic properties of the area.Neurosense in London uses this, among others. When subjects viewed a Louis Vuitton and Gucci product, two areas light up: pleasure and conflictStandford/CalTech study: expensive wine lights up areas of for pleasure UCLA Superbowl ad study: GM robot committing suicide showed anxiety Brand passion lights up the same areas as religion
  • EEG reads electrical activity at the scalp produced by the firing of brain neurons Detected in milliseconds (not minutes, as with fMRI) EMG artifacts allow for facial recognition Nielsen’s Neurofocus & Emsense
  • Heart rate, breathing rate, skin temperature, GSRInnerscope & the Campbells Soup study (NYT) Good stress vs. bad stress
  • FPS = behavioral measure of information processing Level of FPS indicates cognitive activity and level of attention
  • Zyrtec was the only stimulus to have a LT Excitement over 50%
  • Shown again for additional context
  • Note the time spent on the navigation
  • The initial three that we will be talking about in depth
  • Implications of Insights and Findings within the Allergy CategoryHow this study is applicable to other therapeutic categories within pharma and other aspects of health and health careWe’ve just given you a glimpse into what Quantemo and OTOinsights can do for One to One Health clients…we can custom design a study for your therapeutic or business category and
  • Transcript

    • 1. Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites
      June 9, 2010
       One to One Interactive, 2010. All rights reserved.
    • 2. Live Tweeting Tags
      @OnetoOneHealth
      @OTOinsights
      @banderlin
      #miniUPA
      #neuromarketing
      #ePharma
      #eHealth
    • 3. Agenda
    • 4.
    • 5.
    • 6.
    • 7.
    • 8.
    • 9. fMRI
    • 10. EEG
    • 11. Bio-Feedback
    • 12.
    • 13.
    • 14.
    • 15.
    • 16. Quantemo Engagement Index(QEI)combines data from traditional user research, information processing models, and socio-cultural models to correlate people’s felt experience of their emotions when interacting with media stimuli with their behavioral/physiological responses.
      Quantemo™ Engagement Index (QEI)
      Σ = Quantemo Behavioral Index + Quantemo Neurological Index + Emotional Tagging
    • 17.
    • 18.
    • 19. Overview of Study
      In this study, we compared participants’ levels of engagement with 8 static web pages from branded allergy medication web sites – both OTC and prescription brands
      • Static web pages displayed in a random order
      • 20. After all stimuli were shown, participants fill out emotional and rating surveys
      • 21. Qualitative interview conducted
      • 22. Participants were male and female, ages 25-55, current allergy suffers
    • Overall Engagement
    • 23. Overall Engagement
      • Multiple Calls to Action and navigations
      • 24. Pleasing colors
      • 25. OTC Status
      • 26. Outdoor activity
      • 27. Page is mostly ISI
      • 28. Single, lengthy navigation
      • 29. Single type of Call to Action
    • The Elements of Engagement
      Actionable insights gained by triangulating on the consumer experience
      Xyzal had high neurological engagement, but low overall engagement
    • 30. Insight: The Elements of High & Low Engagement
      High Engagement
      Low Engagement
    • Insight: The Elements of High & Low Engagement
      Over the counter pharmaceuticals have an advantage over prescription medications
      • Higher levels of overall engagement
    • Claritin and Zyrtec
      Over the counter pharmaceuticals have an advantage over prescription medications
      • Higher levels of overall engagement
      • 46. Claritin and Zyrtec had almost no associated negative emotions
    • Insight: The Elements of High & Low Engagement
      Consumers had low neurological engagement with pages without a prominent human face
      • Consumers also expect to see an image of the product
    • Astelin and Veramyst
      Consumers had low neurological engagement with pages without a prominent human face
      • Consumers also expect to see an image of the product
      Fold
      Fold
    • 47. Insight: The Elements of High & Low Engagement
      A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement
      Fold
      Fold
    • 48. Insight: The Elements of High & Low Engagement
      A prominent, text-heavy ISI section can be detrimental to consumer engagement
      Fold
      Fold
    • 49. Insight: The Elements of High & Low Engagement
      A prominent, lengthy ISI treatment can be detrimental to consumer engagement
      • For Xyzal, neurological excitement increases while users focus on Features and ISI
      • 50. Time is split in the last 15 seconds between the bottom Feature and the ISI
      16-30 seconds
    • 51. Insight: The Elements of High & Low Engagement
      A prominent, lengthy ISI treatment can be detrimental to consumer engagement
      • For Nasonex, neurological excitement decreases while users focus on the navigation and ISI
      • 52. Time is split in the last 15 seconds between the navigation and the ISI
      16-30 seconds
    • 53. Insight Review: The Elements of High & Low Engagement
      Over the counter pharmaceuticals have an advantage over prescription medications
      • Higher levels of overall engagement and Zyrtec’s high long-term excitement
      • 54. Claritin and Zyrtec had almost no associated negative emotions
      Consumers had low neurological engagement with pages without a prominent human face
      • Consumers also expect to see an image of the product
      A prominent, text-heavy ISI section can be detrimental to consumer engagement
    • 55. Female vs. male Engagement
    • 56. Female vs. Male Engagement
      Xyzal had high neurological engagement, but low overall engagement
    • 57. Female vs. Male Engagement
      Male
      Female
      Women viewing Xyzal had the highest neurological engagement of all stimuli
      Females, 16-30 seconds
    • 58. Eye Tracking Mythbusters:The Allergy Edition
    • 59. Eye Tracking Mythbusters: The Allergy Edition
      16-30 seconds
      0-5 seconds
      6-15 seconds
      16-30 seconds
      0-5 seconds
      6-15 seconds
      Fold
    • 60. Eye Tracking Mythbusters: The Allergy Edition
      Myth 1: People don’t read headlines – BUSTED
      • They do - and users expect to quickly see the indication
      Myth 2: People don’t read body copy – BUSTED
      • They do - and early on
      Myth 3: People don’t look for nor do they read the ISI – BUSTED
      • They do read it… albeit later
    • Eye Tracking Mythbusters: The Allergy Edition
      Myth 1: People don’t read headlines – BUSTED
      • They do - and users expect to quickly see the indication
      0-5 seconds
    • 61. Eye Tracking Mythbusters: The Allergy Edition
      Myth 2: People don’t read body copy – BUSTED
      • They do - and early on
      6-15 seconds
      0-5 seconds
      0-5 seconds
      6-15 seconds
      6-15 seconds
      0-5 seconds
    • 62. Eye Tracking Mythbusters: The Allergy Edition
      6s-15s
      16s-30s
      0s-5s
      Myth 3: People don’t look for nor do they read the ISI – BUSTED
      • They do read it… albeit later
    • Eye Tracking Mythbusters: The Allergy Edition
      Myth 3: People don’t look for nor do they read the ISI – BUSTED
      • They do read it… albeit later
      Fold
    • 63. Wrap Up
      Methodologies and approach can be applied to any health or business vertical
      Quantemo can be a critical part of brand planning, product launch, creative development and asset optimization efforts
      Testing can be done on websites, landing pages, registration forms/buy flows, digital media, video, animation, email, games, kiosks and more…