0
DHC/Google 2013
Executive Landscape Study

1
Digital Health Coalition 2013 Executive Landscape Study
The Voice of the DHC Membership

q  Feedback gathered in
Septembe...
Digital Health Coalition 2013 Executive Landscape Study
Invitations Went to Members at the Following Organizations

q 
q...
Digital Health Coalition 2013 Executive Landscape Study
Respondent Profile

8%

Average of 5.9 years in current position
…...
Summary Insights
The Voice of the DHC Membership
q  The biggest budget increase (for physicians) is expected for mobile
c...
Summary Insights
The Voice of the DHC Membership
q  71% report online video is important to advertising and marketing goa...
Budget Allocation Next 12 Months by Activity (Physician)

Decrease

Email Marketing for Health Professionals

Stay the Sam...
Budget Allocation Next 12 Months by Activity (Consumer)

Decrease

Emailing Marketing for Consumers
Mobile Apps for Consum...
Expected Return on Investment by Activity (Rank Order)
Professionals

Total Score (Weighted)
Paid Search for Professionals...
Expected Return on Investment by Activity (Rank Order)
Total Score (Weighted)
Paid Search for Consumers
Search Optimizatio...
Majority Agree Pharma/Device “Behind” in Digital Overall

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

46%

24%

With respec...
Industry Believes Pharma/Device “Average” to
“Slightly Behind” in Online Video
With respect to the use of online video, ho...
Vast Majority Agree Pharma/Device “Slightly Behind”
or “Far Behind” in Mobile Media
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%...
Majority Agree Pharma/Device “Very Far Behind”
in Social Media
70%

With respect to the use of social media, how would you...
Online Video

15
Importance of Online Video to Marketing Strategy
71% Say Important

33%

35%
30%
25%

18%

20%
13%

15%
8%

10%

5%

5%
0%...
Online Video Allows Smaller Brands (under $1B) an
Option When TV Is Not Possible
92% Agree

40%

35%

35%

28%

30%
25%
20...
Online Video Advertising Providers Better Targeting
Compared to TV Advertising
84% Agree

35%
30%

30%
23%

25%
20%
13%

1...
Utilization by Video Platform

WebMD

Use for HCP
Use for Consumers

EverydayHealth

Use for Both
Do Not Use

Sermo
Quanti...
How Are You Using YouTube?

20
How Are You Using WebMD?

21
Hurdles to Increased Use of Online Video Adoption
60%
54%
51%
51%
49%
43%
37%
34%
31%
29%
26%
23%
20%
17%
17%
14%
9%
6%

R...
Metrics to Judge Success of Online Video Strategies
Time spent watching video

71%

Visits to the brand site

71%
66%

Cli...
Growth Predicted for Online Video (as share of Digital)

Among Pharma/Device Companies…
Estimated allocation to “online vi...
Importance of Native or Contextual Ad Placement
in Online Video in 2013
59% Say Important

50%
45%
40%
35%
30%
25%
20%
15%...
Effectiveness of Online Video Compared to TV
58% Say More Effective

60%

49%

50%
40%
30%
21%

21%

20%
9%

10%
0%

0%
Mu...
Aspects of Online Video You Find Beneficial
88%

Targeting capabilities

70%

Price relative to TV

55%

Cost efficiencies...
For More Information…

DHC/Google 2013 Executive Landscape Study
www.digitalhealthcoalition.org

28
DHC/Google 2013
Executive Landscape Study

29
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DHC/Google Executive Landscape 2013 Summary Deck

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  1. 1. DHC/Google 2013 Executive Landscape Study 1
  2. 2. Digital Health Coalition 2013 Executive Landscape Study The Voice of the DHC Membership q  Feedback gathered in September/October 2013 q  Online survey sent to invited members/organizations q  Responses from a total of 60 members/organizations q  Survey topics included digital, online video, mobile, and change management/innovation 2
  3. 3. Digital Health Coalition 2013 Executive Landscape Study Invitations Went to Members at the Following Organizations q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  WebMD JUICE Pharma Google Chandler Chicco Physicians Interactive Greater Than One Klick Digital Insights Group CMPI Arnold Friede & Associates MDM PPC CHC SPM pathForward Roche Lilly Sanofi AZ GSK Roche Diagnostics JNJ Galderma GE Inventiv Velocidi q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  Doximity E-Healthcare M3 Twitter Manhattan Research Roska CMI Media QualityHealth Havas Digitas InTouch Siren Digitas GA Communications Heartbeat QuantiaMD HealthDay MePlusYou comScore SAS ListenLogic The Futures Company Palio Semantelli IO Media Pfizer PAAB q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  Lundbeck Novo Novartis Daichi-Sankyo Takeda (Millenium) Hologic Boston Scientific Abbott Genentech Gilead Shire Biogen Eisai Bayer Amgen CSL Behring BI Optimer Astellas MedImmune Siemens UCB SocialQI Evolution Road Virsci WEGO Hale Advisors 3
  4. 4. Digital Health Coalition 2013 Executive Landscape Study Respondent Profile 8% Average of 5.9 years in current position …average of 3.4 years in current position (pharma/device) 5% Type of Company Pharmaceutical Device 43% 20% Agency Consulting/Advisory Technology 15% Other 8% Among “Industry” respondents… 51% “Industry” 31% working on several brands 56% working in central digital group 13% in regulatory/legal 81% Primary Focus is US 19% Global 36% work in “top 10” pharma 4
  5. 5. Summary Insights The Voice of the DHC Membership q  The biggest budget increase (for physicians) is expected for mobile content for tablets, mobile content for smartphones, and mobile apps. q  The biggest budget increase (for consumers) is expected for mobile content for smartphones, consumer video for education and outreach, and social media for consumers. q  For physician initiatives, paid search has the highest level of perceived ROI, followed by search optimization and mobile content for tablets. q  For consumer initiatives, paid search has the highest level of perceived ROI, followed by search optimization and mobile content for smartphones. q  70% of respondents believe the industry is behind in digital overall. q  57% of respondents believe the industry is behind in online video. q  82% of respondents believe the industry is behind in mobile media. q  83% of respondents believe the industry is behind in social media. 5
  6. 6. Summary Insights The Voice of the DHC Membership q  71% report online video is important to advertising and marketing goals. q  92% agree online video allows smaller brands (under $1B) an option when TV is not possible. q  84% agree online video provides better targeting compared to TV. q  Specific to video platforms, companies report the highest level of utilization with YouTube and Medscape and the least with Vimeo and Hulu. q  The primary hurdles to further adoption of online video are regulatory concerns followed by measuring ROI then dealing with ISI in online video. q  Leading metrics to judge success of online video are time spent watching video, visits to brand site, and click through rate. q  Respondents estimate they spend 7% of their digital budget on video today … and project that will increase to 9% next year. q  59% agree native or contextual ad placement is important in 2013. q  88% agree targeting is the primary benefit offered by online video. 6
  7. 7. Budget Allocation Next 12 Months by Activity (Physician) Decrease Email Marketing for Health Professionals Stay the Same Mobile Apps for Health Profesisonals Increase Search Optimization for Professional Content Paid Search for Health Professionals Don't Know Display Advertising for Health Professionals Online Video Advertising for Health Professionals Professional Video for Education and Outreach Professional Video for Branded Products Product Sites (Brand.com) for Health Professionals Mobile Video Advertising for Health Professionals Mobile Display for Health Professionals Mobile Content for Tablets Mobile Content for Smartphones Social Media for Health Professionals 0% 50% 100% 7
  8. 8. Budget Allocation Next 12 Months by Activity (Consumer) Decrease Emailing Marketing for Consumers Mobile Apps for Consumers Stay the Same Search Optimization for Consumers Increase Paid Search for Consumers Don't Know Display Advertising for Consumers Online Communities for Consumers with Conditions Online Video Advertising for Consumers Consumer Video for Education and Outreach Consumer Video for Branded Products Disease or Unbranded Sites for Consumers Product Sites (Brand.com) for Consumers Mobile Video Advertising for Consumers Mobile Display for Consumers Mobile Content for Tablets Mobile Content for Smartphones Social Media for Consumers 0% 50% 100% 8
  9. 9. Expected Return on Investment by Activity (Rank Order) Professionals Total Score (Weighted) Paid Search for Professionals 381 Search Optimization for Professional Content 375 Mobile Content for Tablets for Professionals 372 Email Marketing for Professionals 362 Mobile Content for Smartphones for Professionals 351 Professional Video for Branded Products 311 Professional Video for Education and Outreach 309 Product Sites (Brand.com) for Professionals 301 Mobile Apps for Professionals 264 Display Advertising for Professionals 243 Mobile Display for Professionals 220 Online Video Advertising for Professionals 204 Mobile Video Advertising for Professionals 169 "Total Score" is a weighted calculation. Items ranked first are valued higher than the following ranks, the score is the sum of all weighted counts. 160 Social Media for Health Professionals 0 50 100 150 200 250 300 350 400 450 9
  10. 10. Expected Return on Investment by Activity (Rank Order) Total Score (Weighted) Paid Search for Consumers Search Optimization for Consumers Mobile Content for Smartphones Product Sites (Brand.com) for Consumers Disease or Unbranded Sites for Consumers Mobile Content for Tablets for Consumers Consumer Video for Education and Outreach Email Marketing for Consumers Online Communities for Consumers with Conditions Social Media for Consumers Display Advertising for Consumers Consumer Video for Branded Products Mobile Apps for Consumers Online Video Advertising for Consumers Mobile Display Advertising for Consumers Mobile Video Advertising for Consumers Consumers 433 373 359 326 323 310 303 299 279 266 "Total Score" is a 264 weighted calculation. Items ranked first 250 are valued higher 249 than the following ranks, the score is 227 the sum of all 223 weighted counts. 220 0 50 100 150 200 250 300 350 400 450 500 10
  11. 11. Majority Agree Pharma/Device “Behind” in Digital Overall 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 46% 24% With respect to the use of digital overall, how would you describe the pharmaceutical and device industry compared with other industries… 24% 7% 0% We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very Far Behind Behind Average" Ahead Far Ahead 11
  12. 12. Industry Believes Pharma/Device “Average” to “Slightly Behind” in Online Video With respect to the use of online video, how would you describe the pharmaceutical and device industry compared with other industries… 40% 35% 35% 30% 31% 26% 25% 20% 15% 10% 5% 7% 2% 0% We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very Far Behind Behind Average" Ahead Far Ahead 12
  13. 13. Vast Majority Agree Pharma/Device “Slightly Behind” or “Far Behind” in Mobile Media 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 46% With respect to the use of mobile media, how would you describe the pharmaceutical and device industry compared with other industries… 36% 15% 4% 0% We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very Far Behind Behind Average" Ahead Far Ahead 13
  14. 14. Majority Agree Pharma/Device “Very Far Behind” in Social Media 70% With respect to the use of social media, how would you describe the pharmaceutical and device industry compared with other industries… 64% 60% 50% 40% 30% 29% 20% 10% 0% 6% 2% 0% We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very Far Behind Behind Average" Ahead Far Ahead 14
  15. 15. Online Video 15
  16. 16. Importance of Online Video to Marketing Strategy 71% Say Important 33% 35% 30% 25% 18% 20% 13% 15% 8% 10% 5% 5% 0% 15% 5% 3% 3% 0% Not at all Important 2 3 4 5 6 7 8 9 Very Important 16
  17. 17. Online Video Allows Smaller Brands (under $1B) an Option When TV Is Not Possible 92% Agree 40% 35% 35% 28% 30% 25% 20% 13% 15% 8% 10% 5% 0% 0% 0% Strongly Disagree 2 3% 3 0% 4 8% 5% 3% 5 6 7 8 9 Strongly Agree Don't Know 17
  18. 18. Online Video Advertising Providers Better Targeting Compared to TV Advertising 84% Agree 35% 30% 30% 23% 25% 20% 13% 15% 8% 10% 0% Strongly Disagree 0% 2 10% 5% 3% 5% 0% 10% 3 0% 4 5 6 7 8 9 Strongly Agree Don't Know 18
  19. 19. Utilization by Video Platform WebMD Use for HCP Use for Consumers EverydayHealth Use for Both Do Not Use Sermo QuantiaMD Medscape Vimeo Hulu YouTube 0% 20% 40% 60% 80% 100% 19
  20. 20. How Are You Using YouTube? 20
  21. 21. How Are You Using WebMD? 21
  22. 22. Hurdles to Increased Use of Online Video Adoption 60% 54% 51% 51% 49% 43% 37% 34% 31% 29% 26% 23% 20% 17% 17% 14% 9% 6% Regulatory concerns Measuring the effectiveness and ROI of online video Dealing with ISI in online videos and online video advertising Creating compelling content that resonates with key audiences Integrating the data/analytics from online video into existing Legal concerns Lack of budget earmarked for online video The need to educate staff about the effective use of online video Lack of strategy specific to online video Staying up to date on the latest technology trends and changes Compliance concerns The perceived high price of online video compared to other digital Lack of support by the C-suite The pack of standardized metrics (to measure success) Hiring qualified people to work on online video projects Lack of innovative agencies, vendors, and solution providers The market of physicians is not ready for online video The market of consumers is not ready for online video 0% 20% 40% 60% 80% 22
  23. 23. Metrics to Judge Success of Online Video Strategies Time spent watching video 71% Visits to the brand site 71% 66% Click through rate 63% Video completion rate 54% Ability to reach target audience 46% Social engagement (sharing/likes) 34% Brand awareness or recall 29% Mouse over rate 0% 20% 40% 60% 80% 23
  24. 24. Growth Predicted for Online Video (as share of Digital) Among Pharma/Device Companies… Estimated allocation to “online video” in 2013 = 7% (average) Estimated allocation to “online video” in 2014 = 9% (average) 24
  25. 25. Importance of Native or Contextual Ad Placement in Online Video in 2013 59% Say Important 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 44% 21% 9% Not at all Important Somewhat Important 15% 12% Not Sure Somewhat Important Very Important 25
  26. 26. Effectiveness of Online Video Compared to TV 58% Say More Effective 60% 49% 50% 40% 30% 21% 21% 20% 9% 10% 0% 0% Much Less Effective Somewhat Less Effective As Effective Somewhat More Effective Much More Effective 26
  27. 27. Aspects of Online Video You Find Beneficial 88% Targeting capabilities 70% Price relative to TV 55% Cost efficiencies Engaging formats 52% Reach 52% 18% Ad unit formats 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 27
  28. 28. For More Information… DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org 28
  29. 29. DHC/Google 2013 Executive Landscape Study 29
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