DHC/Google 2013 Executive Landscape Study

751 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
751
On SlideShare
0
From Embeds
0
Number of Embeds
213
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

DHC/Google 2013 Executive Landscape Study

  1. 1. DHC/Google 2013 Executive Landscape Study Presented by: Ryan Olohan (National Industry Director, Healthcare – Google) 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. Discussion Roadmap ü Marketing Budget Allocation Plans ü ROI Key Drivers ü Opportunities for Improvement ü Video 5
  6. 6. Physician Budget Allocation Plans Next 12 Months Decrease Product Sites (Brand.com) for Health Professionals Stay the Same Display Advertising for Health Professionals Increase Mobile Video Advertising for Health Professionals Don't Know Online Video Advertising for Health Professionals Mobile Display for Health Professionals Email Marketing for Health Professionals Professional Video for Branded Products Social Media for Health Professionals Professional Video for Education and Outreach Paid Search for Health Professionals Search Optimization for Professional Content Mobile Apps for Health Profesisonals Mobile Content for Smartphones Mobile Content for Tablets 0% 50% 100% 6
  7. 7. Consumer Budget Allocation Plans Next 12 Months Decrease Product Sites (Brand.com) for Consumers Mobile Video Advertising for Consumers Stay the Same Display Advertising for Consumers Increase Emailing Marketing for Consumers Don't Know Disease or Unbranded Sites for Consumers Mobile Display for Consumers Mobile Apps for Consumers Online Communities for Consumers with Conditions Mobile Content for Tablets Online Video Advertising for Consumers Consumer Video for Branded Products Paid Search for Consumers Search Optimization for Consumers Social Media for Consumers Consumer Video for Education and Outreach Mobile Content for Smartphones 0% 50% 100% 7
  8. 8. 2013 % of Total US Digital Ad Spending Share by Industry 25% 22% 20% 15% 10% 12% 12% 11% 10% 5% 8% 8% 8% 3% 0% Source: eMarketer: The US Healthcare & Pharmaceutical Industry 2013 (October 2013) Note: Numbers may not add up to 100% due to rounding 8
  9. 9. ROI Key Drivers Physicians: Paid Search Search Optimization Mobile Content for Tablets Consumers: Paid Search Search Optimization Mobile Content for Smartphones 9
  10. 10. Expected ROI by Activity for Physicians Paid Search for Professionals Highest Search Optimization for Professional Content Mobile Content for Tablets for Professionals Email Marketing for Professionals Mobile Content for Smartphones for Professionals Professional Video for Branded Products Professional Video for Education and Outreach Product Sites (Brand.com) for Professionals Mobile Apps for Professionals Display Advertising for Professionals Mobile Display for Professionals Online Video Advertising for Professionals Mobile Video Advertising for Professionals Social Media for Health Professionals Lowest 10
  11. 11. Expected ROI by Activity for Consumers Paid Search for Consumers Search Optimization for Consumers Highest 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 Lowest 11
  12. 12. Room for Improvement Respondents believe the industry is behind in: 70% digital overall 93% social media 82% mobile media 57% online video 12
  13. 13. Digital Overall 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 46% 24% 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 Survey Question: With respect to the use of digital overall, how would you describe the pharmaceutical and device industry compared with other industries… 13
  14. 14. Social Media 70% 64% 60% 50% 40% 30% 29% 20% 10% 6% 2% 0% 0% We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very Far Behind Behind Average" Ahead Far Ahead Survey Question: With respect to the use of social media, how would you describe the pharmaceutical and device industry compared with other industries… 14
  15. 15. Mobile Media 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 46% 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 Survey Question: With respect to the use of mobile media, how would you describe the pharmaceutical and device industry compared with other industries… 15
  16. 16. Online Video 40% 35% 35% 30% 31% 26% 25% 20% 15% 10% 7% 5% 2% 0% We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very Far Behind Behind Average" Ahead Far Ahead Survey Question: With respect to the use of online video, how would you describe the pharmaceutical and device industry compared with other industries… 16
  17. 17. Online Video 17
  18. 18. Online Video Insights 71% online video is important to advertising and marketing goals 84% online video provides better targeting compared to TV 58% online video is more effective compared to TV 18
  19. 19. Online Video is Important for 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 19
  20. 20. Online Video Provides Better Targeting Compared to TV 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 20
  21. 21. Online Video is More Effective 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 21
  22. 22. Utilization by Video Platform QuantiaMD Use for HCP Use for Consumers Sermo Use for Both Do Not Use Hulu Medscape Vimeo EverydayHealth WebMD YouTube 0% 20% 40% 60% 80% 100% 22
  23. 23. How Are You Using WebMD? 23
  24. 24. How Are You Using YouTube? 24
  25. 25. Growth Predicted for Online Video From 7% of Digital in 2013 To 9% of Digital in 2014 25
  26. 26. Hurdles to Increased Use of Online Video Adoption 60% Regulatory concerns 54% Measuring the effectiveness and ROI of online video Dealing with ISI in online videos and online video advertising 51% Creating compelling content that resonates with key audiences 51% Integrating the data/analytics from online video into existing decision support and ROI platforms 49% 43% Legal concerns 37% Lack of budget earmarked for online video 34% The need to educate staff about the effective use of online video 31% Lack of strategy specific to online video 0% 20% 40% 60% 80% 26
  27. 27. 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% 27
  28. 28. Thank You! For more information please visit the DHC online at… www.digitalhealthcoalition.org 28

×