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OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010

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One to One Health and OTOinsights will share the results of a first-of-its-kind pharma neuromarketing study which moves user effectiveness research beyond the focus group or the and inevitable …

One to One Health and OTOinsights will share the results of a first-of-its-kind pharma neuromarketing study which moves user effectiveness research beyond the focus group or the and inevitable cognitive bias that results. The study, conducted using our proprietary Quantemo™ offering, examined not only how patients view but also neurologically react to and emotionally respond to pharmaceutical brand websites in a single therapeutic category (allergies). We will discuss the neurological, emotional, and eye tracking data collected and the implications that the results have on best practices for designing branded pharmaceutical websites.


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  • Four Attributes of Online Customer Experience:Customized by the End UserAggregated at the Point of UseRelevant to the MomentSocial as a RuleBrand PerceptionProbe for social media behavior when conducting ethnographic research. To developpersonas that help designers create CARS experiences, researchers should incorporateobservations of users engaged in social media activities like blogging and micro blogging.Multi-Channel PersonasDesigning next-generation online experiences willdemand the kind of insight that personas provide. Although many firms already havesingle-channel personas, they’ll need new personas that reflect the complexity of users’multichannel behavior. This means developing personas that provide a full picture of eachcustomer’s journey through physical and interactive touch points, their information andfunctionality needs at each stop along the way, and which devices they use to support theircurrent behaviors.Customer Experience ResearchMulti-touch-point evaluation and analytics will become must-haves. Measuring customerexperience across multiple channels is still a major challenge for most firms.13 But consumerswill increasingly use multiple apps, devices, and sites to complete a single goal — onlineand in conjunction with other channels. In response, customer experience professionals willcreate centralized groups to coordinate metrics and a common framework for measurement.And to make data integration manageable, they will focus on one channel pair at a time.14Experiment and test. To mitigate the risk associated with building increasingly sophisticatedinteractions, customer experience professionals should experiment before rolling out massivechanges to the marketplace. But having an incubation environment on the scale of FidelityLabs or Google Labs isn’t in the budgets of most companies. Instead, customer experienceprofessionals should plan to leverage low-cost usability testing techniques to try out theirexperiments with CARS online experiences. Testing paper prototypes early and often duringthe design process and leveraging remote testing tools to gather feedback can help evolveleading-edge designs at a price most companies can afford.Information DesignCreate atomized content and functionality. In response to rising expectations forcustomized, aggregated interactions, customer experience professionals should beginatomizing online content and functionality so that it’s available for re-use across sites anddevices.
  • Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.
  • Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.
  • 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
      April 8, 2010
       One to One Interactive, 2010. All rights reserved.
    • 2. Please Tweet About This Webinar!
      @OnetoOneHealth
      @OTOinsights
      #neuromarketing
      #allergymarketing
      #ePharma
      #ehealth
    • 3.
    • 4. Agenda
    • 5. Presenting Today
      Jeremi Karnell, Co-founder & President – One to One Interactive
      @jkarnell
      Seth Levine, Vice President/Director – One to One Health
      @silevine
      Dan Berlin, Sr. Researcher – OTOinsights, a One to One Interactive company
      @banderlin
    • 6.
    • 7. AboutOne to One Health
      One to One Health is a specialized practice group within One to One Interactive dedicated to delivering innovative, transformational healthcare and life sciences marketing strategies, programs and creative. Building on a broad base of category experience (including pharmaceuticals, devices, health information and healthcare delivery) combined with deep interactive channel, digital media, CRM, and social media marketing experience, we help clients chart the right path for them in what we call the “Digital Health Information Ecosystem™.”
      Sampling of Therapy and Focus Areas:
      Sampling of Clients:
      Psychiatric/Mood Disorders
      Neurological/CNS
      STDs
      Cardiovascular
      Woman’s Health
      Radiology
      Critical Care
      HIV
      Transplant
      Endocrinology
      Diagnostics
      Healthcare Delivery
      Health Information
      Health Field Sales Support
      Pharmacy
      Respiratory
      Digestive
      Pain
      Diabetes
      Men’s Health
      Offering Solutions for:
      Hospitals
      Health Networks
      Device/Diagnostics
      Health Information
      Pharmacy Retail
      Widgets/Mobile
      Pharmaceuticals/Biotech
      DTC – Branded, Unbranded
      Professional/HCP
      Lead Generation/eCRM/email
      Media – Display, Search, Social
      Research Organizations & Foundations
      7
      www.otoihealth.com
    • 8. OTOinsights | Amplifying Engagement
      User Experience
      Research
      Neuromarketing
      Research
      Information Design
      Brand Planning
    • 30. Purpose of this Webinar
      Provide you with the fundamentals of neuromarketing
      Explain what “engagement” is and it’s relevance to the performance of digital media
      Discuss how marketers can use neuromarketing studies to remove cognitive bias inherent in traditional testing
      Discuss how neuromarketing studies can be used to effectively evaluate creative performance before it’s in-market
      Share the results of a first-of-its kind neuromarketing study done in the pharmaceutical space
    • 31.
    • 32.
    • 33.
    • 34.
    • 35.
    • 36.
    • 37. fMRI
    • 38.
    • 39. EEG
    • 40.
    • 41. Bio-Feedback
    • 42.
    • 43.
    • 44.
    • 45.
    • 46.
    • 47. 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 + Likert Rating
    • 48.
    • 49.
    • 50. 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
      • 51. After all stimuli were shown, participants fill out emotional and rating surveys
      • 52. Qualitative interview conducted
      • 53. Participants were male and female, ages 25-55, current allergy suffers
    • Overall Engagement
    • 54. Overall Engagement
      • Multiple Calls to Action and navigations
      • 55. Pleasing colors
      • 56. OTC Status
      • 57. Outdoor activity
      • 58. Page is mostly ISI
      • 59. Single, lengthy navigation
      • 60. 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
    • 61. 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
      • 77. 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
    • 78. Insight: The Elements of High & Low Engagement
      A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement
      Fold
      Fold
    • 79. Insight: The Elements of High & Low Engagement
      A prominent, text-heavy ISI section can be detrimental to consumer engagement
      Fold
      Fold
    • 80. 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
      • 81. Time is split in the last 15 seconds between the bottom Feature and the ISI
      16-30 seconds
    • 82. 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
      • 83. Time is split in the last 15 seconds between the bottom Feature and the ISI
      16-30 seconds
    • 84. 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
      • 85. 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
    • 86. Female vs. male Engagement
    • 87. Female vs. Male Engagement
      Xyzal had high neurological engagement, but low overall engagement
    • 88. Female vs. Male Engagement
      Male
      Female
      Women viewing Xyzal had the highest neurological engagement of all stimuli
      Females, 16-30 seconds
    • 89. Eye Tracking Mythbusters:The Allergy Edition
    • 90. 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
    • 91. 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
    • 92. 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
    • 93. 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
    • 94. 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…
      Call us for a complementary consultation. Let us propose a study design that addresses your business needs and answers your most challenging questions
    • 95.
    • 96. Contact One to One Health & OTOinsights
      Seth Levine – Vice President/Director
      One to One health
      Email: slevine@onetooneinteractive.com
      Tel: +1-617-425-7319
      International: add 00 + 1
      Mobile: 617-331-0397
      Website: otoihealth.com
      Blog: RxforDigital.com
      Twitter: @otointeractive
      David LaPlante – Sr. Vice President, Sales & Marketing
      Email: dlaplante@onetooneinteractive.com
      Mobile: +1-775-771-5404
      International: add 00 + 1
      Website: otoinsights.com
      Blog: otoinsights.com
      Twitter: @otoinsights
    • 97. Upcoming One to One Interactive Webinar
      April 15, 2010
      11am ET & 2 pm ET (US)
      How To Design Mobile Applications and Widgets That Will Connect Meaningfully with Your Customers
      Visit http://bit.ly/mobileux for more information.