Building a Long Term Strategy for Mobile - BDI 1/26/12 Mobile Healthcare Communications 2012: Case Studies and Roundtable

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Case Study: Building a Long Term Strategy for Mobile
Presented by: Xavier Petit, Integrated Marketing - Multi-Channel Strategy Services, Shire
Xavier will share lessons learned and quick wins that demonstrate how pharmas may embrace mobile as part of their integrated marketing and communications platform. He will also discuss why it is very important to build a long term mobile strategy.

www.bdionline.com

Published in: Business, Technology
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Building a Long Term Strategy for Mobile - BDI 1/26/12 Mobile Healthcare Communications 2012: Case Studies and Roundtable

  1. 1. AGAIN 2012It’s the Year of Mobile!
  2. 2. Agenda• Components of Mobile Marketing• B i Strategies and Quick Wins Basic St t i d Q i k Wi• Why Pharma Should Build a Long Term gy Strategy
  3. 3. The mobile environment: mobile services Functionalities and enablement Geo-Location Internet Augmented A t d Access Texting & Click to call Reality shortcodes Website Apps Texting optimization (Content and (Text Message) (Content mobile Functionality)Camera & rendering)QR codes Video Multi Channel I t M lti Ch l Integration ti
  4. 4. Agenda• Components of Mobile Marketing• B i Strategies and Quick Wins Basic St t i d Q i k Wi• Why Pharma Should Build a Long Term gy Strategy
  5. 5. #1: Low hanging fruits74% of consumers using Ph f i Pharma online resources and tools li d lTAKE A HEALTH RELATED ACTION* Mobile Visits (% of total traffic) 16% 5% Q1 Q2 Q3 Q4 Q1 Q2 Q3 2010 2011 With mobile devices, Internet access switches from “always on” to “always there” Manhattan Research – ePharma Consumer V11 - 2011
  6. 6. #1: Low hanging fruits Pharma brand.com mobile optimized sites p +150% 19% 7% 2011 2012 n=50
  7. 7. #2: Don’t boil the ocean….90% of the mobiletraffic on my sites is from iOSand AndroidSmartphones/TabletsS t h /T bl t
  8. 8. #2: Don’t boil the ocean…. Feature Phones Smartphones ~85% BlackBerry Some Androids Apple iOS Most Androids
  9. 9. #3: It can be simpler than we think! VS. VS www.brand.com = m.brand.com www.brand.com
  10. 10. #4: It’s about customers and consumers… Web Vs. Apps 61% 32% Usage amongmobile health users 43% 28% Usage and Interestamong online users Cover the basics THAT HAVE SCALE Manhattan Research – ePharma Consumer V11 - 2011
  11. 11. #5: Digital media consumption is not a zero sum game Mobile Access to Online Information Any Info Health Info At Home 93% 79% Commuting 87% 28% At Work N/A 32% At the Doctors Office 53% 24% While Watching TV 35% 35% Understand the context of access via mobile devices Manhattan Research – ePharma Consumer V11 - 2011
  12. 12. It’s about multi-channelOf the 26% of smartphone users who purchased something via their % p p gmobile device, 68%….did so after doing a search (on their device)triggered by an add placed in…traditional media Google/IPSOS OTX MediaCT U.S., April 2011
  13. 13. It’s about multi-channel INTEGRATION! Use channels to optimize each others…
  14. 14. #6: QR codes increase response but…Placement & Context Quality, Clarity Complexity Test your ads in the context/placement in which they will be featured (with multiple devices/platforms )
  15. 15. #7: Again, it’s multi-channel marketing…and email is part of it 82% of smartphone owners use their device for email Google/IPSOS OTX MediaCT U.S., April 2011
  16. 16. #8: Websites’ functionality and tabletsEnsure that your site functions are supported on tablets
  17. 17. Agenda• Components of Mobile Marketing• B i Strategies and Quick Wins Basic St t i d Q i k Wi• Why Pharma Should Build a Long Term gy Strategy
  18. 18. Mobile is quickly becoming the 1st screen for non-workrelated internet access
  19. 19. “Health and medicine are now in the informationtechnology model” Ray Kurzweil
  20. 20. Gaming, S i l and M bil G i Social d Mobile Is cost per gift the future of advertising? Branded Virtual Goods Revenues Worldwide, Worldwide 2010-2015 millions 350 +55% 300 x20 250 200 150 100 50 - 2010 2011 2012 2013 2014 2015Source: Viximo and Virtual Greats, "Branded Virtual Goods Market Report;" eMarketer calculations, Aug 5, 2010
  21. 21. Technology cycles include integration
  22. 22. Mobile health care opportunity EHR/ERX
  23. 23. Mobile, social, gaming and marketing = innovationbut…
  24. 24. The opportunity Treatment centric Medication/Brand Centric -Support (Help -push pull) -Education & Awareness Ed ti A -Therapy Understanding Disease -Be here for me when I need / to better Understanding Options match my needs Accepting the need of medication -Compliance (motivate) Understanding the Medication Renewed commitment -Awareness & conversion Awareness -Focus on quality of Life q y -Commitment to treat Patient / Patient environment -Content based on segmentation/personalization Current State Future State

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