Your SlideShare is downloading. ×
0
Beyond the Voice of the Customer:  Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites<br ...
Please Tweet About This Webinar!<br />@OnetoOneHealth<br />@OTOinsights<br />#neuromarketing<br />#allergymarketing<br />#...
Agenda<br />
Presenting Today<br />Jeremi Karnell, Co-founder & President – One to One Interactive<br />@jkarnell<br />Seth Levine, Vic...
AboutOne to One Health<br />One to One Health is a specialized practice group within One to One Interactive dedicated to d...
OTOinsights | Amplifying Engagement<br />User Experience <br />Research<br />Neuromarketing<br />Research<br />Information...
Information Architecture
User Scenarios
Behavioral Use Cases
Feature Matrix
Wireframes
Site Maps
Prototype Development
Eye-Tracking
Emotional Response
Neurological Engagement
Usability Testing
Focus Groups
In-Depth/Paired Interviews
Online Surveys
Expert Evaluations
Accessibility Audits
Ethnographics
Socially Informed/ Multi-Channel Personas
Engagement Mapping
Cultural Anthropology
Trend Spotting</li></li></ul><li>
Purpose of this Webinar<br />Provide you with the fundamentals of neuromarketing<br />Explain what “engagement” is and it’...
fMRI<br />
EEG<br />
Bio-Feedback<br />
Quantemo Engagement Index(QEI)combines data from traditional user research, information processing models, and socio-cultu...
Overview of Study<br />In this study, we compared participants’ levels of engagement with 8 static web pages from branded ...
 After all stimuli were shown, participants fill out emotional and rating surveys
 Qualitative interview conducted
 Participants  were male and female, ages 25-55, current allergy suffers</li></li></ul><li>Overall Engagement<br />
Overall Engagement<br /><ul><li>Multiple Calls to Action and navigations
Pleasing colors
OTC Status
Outdoor activity
Page is mostly ISI
Upcoming SlideShare
Loading in...5
×

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

862

Published on

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.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
862
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
38
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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&amp;apos; sensorimotor, cognitive, and affective response to marketing stimuli.
  • Neuromarketing is a new field of marketing research that studies consumers&amp;apos; 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 of "OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010"

    1. 1. Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites<br />April 8, 2010<br /> One to One Interactive, 2010. All rights reserved.<br />
    2. 2. Please Tweet About This Webinar!<br />@OnetoOneHealth<br />@OTOinsights<br />#neuromarketing<br />#allergymarketing<br />#ePharma<br />#ehealth<br />
    3. 3.
    4. 4. Agenda<br />
    5. 5. Presenting Today<br />Jeremi Karnell, Co-founder & President – One to One Interactive<br />@jkarnell<br />Seth Levine, Vice President/Director – One to One Health<br />@silevine<br />Dan Berlin, Sr. Researcher – OTOinsights, a One to One Interactive company<br />@banderlin<br />
    6. 6.
    7. 7. AboutOne to One Health<br />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™.”<br />Sampling of Therapy and Focus Areas:<br />Sampling of Clients:<br />Psychiatric/Mood Disorders<br />Neurological/CNS<br />STDs<br />Cardiovascular<br />Woman’s Health<br />Radiology<br />Critical Care<br />HIV<br />Transplant<br />Endocrinology<br />Diagnostics<br />Healthcare Delivery<br />Health Information<br />Health Field Sales Support<br />Pharmacy<br />Respiratory<br />Digestive<br />Pain<br />Diabetes<br />Men’s Health<br />Offering Solutions for:<br />Hospitals<br />Health Networks<br />Device/Diagnostics<br />Health Information<br />Pharmacy Retail<br />Widgets/Mobile<br />Pharmaceuticals/Biotech<br /> DTC – Branded, Unbranded<br /> Professional/HCP<br />Lead Generation/eCRM/email<br />Media – Display, Search, Social<br />Research Organizations & Foundations<br />7<br />www.otoihealth.com<br />
    8. 8. OTOinsights | Amplifying Engagement<br />User Experience <br />Research<br />Neuromarketing<br />Research<br />Information Design<br />Brand Planning<br /><ul><li>User Needs Analysis
    9. 9. Information Architecture
    10. 10. User Scenarios
    11. 11. Behavioral Use Cases
    12. 12. Feature Matrix
    13. 13. Wireframes
    14. 14. Site Maps
    15. 15. Prototype Development
    16. 16. Eye-Tracking
    17. 17. Emotional Response
    18. 18. Neurological Engagement
    19. 19. Usability Testing
    20. 20. Focus Groups
    21. 21. In-Depth/Paired Interviews
    22. 22. Online Surveys
    23. 23. Expert Evaluations
    24. 24. Accessibility Audits
    25. 25. Ethnographics
    26. 26. Socially Informed/ Multi-Channel Personas
    27. 27. Engagement Mapping
    28. 28. Cultural Anthropology
    29. 29. Trend Spotting</li></li></ul><li>
    30. 30. Purpose of this Webinar<br />Provide you with the fundamentals of neuromarketing<br />Explain what “engagement” is and it’s relevance to the performance of digital media<br />Discuss how marketers can use neuromarketing studies to remove cognitive bias inherent in traditional testing<br />Discuss how neuromarketing studies can be used to effectively evaluate creative performance before it’s in-market<br />Share the results of a first-of-its kind neuromarketing study done in the pharmaceutical space<br />
    31. 31.
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37. fMRI<br />
    38. 38.
    39. 39. EEG<br />
    40. 40.
    41. 41. Bio-Feedback<br />
    42. 42.
    43. 43.
    44. 44.
    45. 45.
    46. 46.
    47. 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.<br />Quantemo™ Engagement Index (QEI)<br />Σ = Quantemo Behavioral Index + Quantemo Neurological Index + Emotional Tagging + Likert Rating<br />
    48. 48.
    49. 49.
    50. 50. Overview of Study<br />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<br /><ul><li> Static web pages displayed in a random order
    51. 51. After all stimuli were shown, participants fill out emotional and rating surveys
    52. 52. Qualitative interview conducted
    53. 53. Participants were male and female, ages 25-55, current allergy suffers</li></li></ul><li>Overall Engagement<br />
    54. 54. Overall Engagement<br /><ul><li>Multiple Calls to Action and navigations
    55. 55. Pleasing colors
    56. 56. OTC Status
    57. 57. Outdoor activity
    58. 58. Page is mostly ISI
    59. 59. Single, lengthy navigation
    60. 60. Single type of Call to Action</li></li></ul><li>The Elements of Engagement<br />Actionable insights gained by triangulating on the consumer experience<br />Xyzal had high neurological engagement, but low overall engagement<br />
    61. 61. Insight: The Elements of High & Low Engagement<br />High Engagement<br />Low Engagement<br /><ul><li>OTC status
    62. 62. People + Product Images
    63. 63. ISI Toward Bottom
    64. 64. Less Text
    65. 65. Social Content
    66. 66. Prominent Indication
    67. 67. Prominent Messaging Areas
    68. 68. Simple Navigation Choices
    69. 69. Rx status
    70. 70. Product Images Only
    71. 71. ISI Centrally Located
    72. 72. More Text
    73. 73. Patient Stories
    74. 74. Indication Not Prominent
    75. 75. Compact Messaging Areas
    76. 76. Complex Navigation Choices</li></li></ul><li>Insight: The Elements of High & Low Engagement<br />Over the counter pharmaceuticals have an advantage over prescription medications<br /><ul><li> Higher levels of overall engagement</li></li></ul><li>Claritin and Zyrtec<br />Over the counter pharmaceuticals have an advantage over prescription medications<br /><ul><li> Higher levels of overall engagement
    77. 77. Claritin and Zyrtec had almost no associated negative emotions</li></li></ul><li>Insight: The Elements of High & Low Engagement<br />Consumers had low neurological engagement with pages without a prominent human face<br /><ul><li> Consumers also expect to see an image of the product</li></li></ul><li>Astelin and Veramyst<br />Consumers had low neurological engagement with pages without a prominent human face<br /><ul><li> Consumers also expect to see an image of the product</li></ul>Fold<br />Fold<br />
    78. 78. Insight: The Elements of High & Low Engagement<br />A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement<br />Fold<br />Fold<br />
    79. 79. Insight: The Elements of High & Low Engagement<br />A prominent, text-heavy ISI section can be detrimental to consumer engagement<br />Fold<br />Fold<br />
    80. 80. Insight: The Elements of High & Low Engagement<br />A prominent, lengthy ISI treatment can be detrimental to consumer engagement<br /><ul><li> For Xyzal, neurological excitement increases while users focus on Features and ISI
    81. 81. Time is split in the last 15 seconds between the bottom Feature and the ISI</li></ul>16-30 seconds<br />
    82. 82. Insight: The Elements of High & Low Engagement<br />A prominent, lengthy ISI treatment can be detrimental to consumer engagement<br /><ul><li> For Nasonex, neurological excitement decreases while users focus on the navigation and ISI
    83. 83. Time is split in the last 15 seconds between the bottom Feature and the ISI</li></ul>16-30 seconds<br />
    84. 84. Insight Review: The Elements of High & Low Engagement<br />Over the counter pharmaceuticals have an advantage over prescription medications<br /><ul><li> Higher levels of overall engagement and Zyrtec’s high long-term excitement
    85. 85. Claritin and Zyrtec had almost no associated negative emotions</li></ul>Consumers had low neurological engagement with pages without a prominent human face<br /><ul><li> Consumers also expect to see an image of the product</li></ul>A prominent, text-heavy ISI section can be detrimental to consumer engagement<br />
    86. 86. Female vs. male Engagement<br />
    87. 87. Female vs. Male Engagement<br />Xyzal had high neurological engagement, but low overall engagement<br />
    88. 88. Female vs. Male Engagement<br />Male<br />Female<br />Women viewing Xyzal had the highest neurological engagement of all stimuli<br /> Females, 16-30 seconds<br />
    89. 89. Eye Tracking Mythbusters:The Allergy Edition<br />
    90. 90. Eye Tracking Mythbusters: The Allergy Edition<br />16-30 seconds<br />0-5 seconds<br />6-15 seconds<br />16-30 seconds<br />0-5 seconds<br />6-15 seconds<br />Fold<br />
    91. 91. Eye Tracking Mythbusters: The Allergy Edition<br />Myth 1: People don’t read headlines – BUSTED<br /><ul><li> They do - and users expect to quickly see the indication </li></ul>Myth 2: People don’t read body copy – BUSTED<br /><ul><li> They do - and early on</li></ul>Myth 3: People don’t look for nor do they read the ISI – BUSTED<br /><ul><li> They do read it… albeit later</li></li></ul><li>Eye Tracking Mythbusters: The Allergy Edition<br />Myth 1: People don’t read headlines – BUSTED<br /><ul><li> They do - and users expect to quickly see the indication </li></ul>0-5 seconds<br />
    92. 92. Eye Tracking Mythbusters: The Allergy Edition<br />Myth 2: People don’t read body copy – BUSTED<br /><ul><li> They do - and early on</li></ul>6-15 seconds<br />0-5 seconds<br />0-5 seconds<br />6-15 seconds<br />6-15 seconds<br />0-5 seconds<br />
    93. 93. Eye Tracking Mythbusters: The Allergy Edition<br />6s-15s<br />16s-30s<br />0s-5s<br />Myth 3: People don’t look for nor do they read the ISI – BUSTED<br /><ul><li> They do read it… albeit later</li></li></ul><li>Eye Tracking Mythbusters: The Allergy Edition<br />Myth 3: People don’t look for nor do they read the ISI – BUSTED<br /><ul><li> They do read it… albeit later</li></ul>Fold<br />
    94. 94. Wrap Up<br />Methodologies and approach can be applied to any health or business vertical<br />Quantemo can be a critical part of brand planning, product launch, creative development and asset optimization efforts <br />Testing can be done on websites, landing pages, registration forms/buy flows, digital media, video, animation, email, games, kiosks and more…<br />Call us for a complementary consultation. Let us propose a study design that addresses your business needs and answers your most challenging questions<br />
    95. 95.
    96. 96. Contact One to One Health & OTOinsights<br />Seth Levine – Vice President/Director <br />One to One health<br />Email: slevine@onetooneinteractive.com<br />Tel: +1-617-425-7319<br />International: add 00 + 1<br />Mobile: 617-331-0397<br />Website: otoihealth.com<br />Blog: RxforDigital.com<br />Twitter: @otointeractive<br />David LaPlante – Sr. Vice President, Sales & Marketing<br />Email: dlaplante@onetooneinteractive.com<br />Mobile: +1-775-771-5404<br />International: add 00 + 1<br />Website: otoinsights.com<br />Blog: otoinsights.com<br />Twitter: @otoinsights<br />
    97. 97. Upcoming One to One Interactive Webinar<br />April 15, 2010<br />11am ET & 2 pm ET (US)<br />How To Design Mobile Applications and Widgets That Will Connect Meaningfully with Your Customers<br />Visit http://bit.ly/mobileux for more information.<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×