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Five trends in digital healthcare in 2010

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  • 1. Google Confidential and Proprietary Five Trends in Digital Healthcare in 2010 May 2010
  • 2. Google Confidential and Proprietary 2 Digital is Critical for Health Info Impacts Dialogue... 53% say information found online lead them to ask a doctor new questions Empowered Patients... Today, more than 80 million US adults use social media for health-related issues Health Matters... 61% American adults look online for health information Sources: “The Social Life of Health Information,” Pew Research Center, June 2009; Manhattan Research 2009
  • 3. Google Confidential and Proprietary 3 Cause Symptoms Complaint Diagnosis Treatment Rehab Access to Information at Moment of Relevance Rx
  • 4. Google Confidential and Proprietary Understand Your Goals Drive prescription orders Encourage patient compliance Increase brand awareness Educate consumers Build Rx loyalty Create dialogue between patients and physicians
  • 5. Google Confidential and Proprietary Pharma Site Visitation Drives Key Performance Indicators Lift Among Prospective Patients Who Visited Brand.com 28% 20% 20% 31% 38% 30% 0% 10% 20% 30% 40% Unaided Awareness Aided Awareness Favorability Discuss Treatements Discuss Brand Ask for Brand %pointdifferencebetweenExposedandControl Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry Awareness Intent Note: Prospective patients are patients that are online but not yet on an Rx
  • 6. Google Confidential and Proprietary ROI Brand Awareness & Favorability Drivers of Conversion for Tactical Optimization Online marketing efforts have a significant incremental effect on new patient starts Click on display media Visit brand website Online Behavior Impacts New Patient Starts Exposure 8.4% 11.2% Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry 11.9%Click on Paid Search ad Prospect patient, online but not yet on an Rx More Likely: New Patient
  • 7. Google Confidential and Proprietary ROI Brand Awareness & Favorability More Likely: Adherence/Next Fill Drivers of Conversion for Tactical Optimization Online marketing efforts have a significant incremental effect on adherence/next fill among existing patients Click on display media Visit brand website Online Behavior Impacts Rx Adherence ExposurePatients on an Rx 24.6% 20.3% Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry 17.7%Click on Paid Search ad
  • 8. Google Confidential and Proprietary 8 “Consumers who visit product  sites are nearly 3X more likely than the average US adult to request prescriptions by name from their doctors.” Source: ePharma Consumer v8.0, Manhattan Research
  • 9. Google Confidential and Proprietary 2010 Health Digital Trends Emergence of ePatients Proliferation of Online Health Video Mobile Will Impact Healthcare Decisions Communities Matter Physician Immersion in the Digital Channel
  • 10. Google Confidential and Proprietary 1. Emergence of ePatients
  • 11. Google Confidential and Proprietary 11 Trust in Online Health Resources is Skyrocketing Question: Overall, do you feel your trust for online resources related to health information has increased, decreased or remained the same compared to a few years ago? Please select one. Base: Used Online Resources Listed. (Not Just Other). (n=4908). Source: Google & OTX, Health Consumer Study, December 2009 Over the last couple of years, trust in online health resources has increased by 44%
  • 12. Google Confidential and Proprietary 12 The Internet is a Powerful Tool for Health Research Question: In the past 12 months, which of the following resources have you used to obtain information on a health-related question or concern? Please select all that apply. Base: Total US Respondents18+ who do not work in related professions/taken related surveys in past 12 months and have researched health information in the past 12 months. (n=22806). Source: Google & OTX, Health Consumer Study, December 2009 The Internet is the Top Resource for Health Questions & Concerns
  • 13. Google Confidential and Proprietary 13 Users Turn to Search for Health Information Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms. Source: Google Internal Data; 3X growth from 2006-2009
  • 14. Google Confidential and Proprietary hyperactivity, impulsive behavior, short attention span adhd, attention deficit, adhd treatment / medication concerta, concirta, concerta side effects, concerta trial concerta dosage, taking concerta, concerta newsletter Search at Each Stage of the Patient Funnel
  • 15. Google Confidential and Proprietary 15Source: Google Insights for Search Search Spikes When People Want to Learn More
  • 16. Google Confidential and Proprietary 16 Allows for Answers to Questions in Real Time Real Time Twitter Resutls
  • 17. Google Confidential and Proprietary Gives Users the Most Relevant Answers
  • 18. Google Confidential and Proprietary Even for the Most Regulated Products
  • 19. Google Confidential and Proprietary 19 Black Box Search Format Case Study: Yaz
  • 20. Google Confidential and Proprietary 20 Users Find New Unit Transparent & Relevant April 2009 FDA Letters Nov 2009 Beta Launch Source: Google Internal Data Yaz AdWords data on Yaz & Yasmin brand terms 3/2009 – 3/2010
  • 21. Google Confidential and Proprietary 21 Proposed Standard for Product Claim Sponsored Links This additional “More Info” link will  direct to risk information Headline will link to designated landing page, such as the homepage “Warning:” is fixed & cannot be  modified; the remaining 62 characters can be modified
  • 22. Google Confidential and Proprietary 22 Rx 2010: 100% Share of Voice on search marketing to increase patient Rx conversion. • Formats: Test new pharma units for increased transparency
  • 23. Google Confidential and Proprietary 2. Proliferation of Online Health Video
  • 24. Google Confidential and Proprietary 24 #1 | Because Video is Mainstream… Video is the fastest growing medium in history 77% of Americans online watched a video last month The average US viewer spends 500 minutes (8.3 hours) watching video online each month The duration of the average online video is 3.7 minutes Source: comScore Video Metrix, August 2009
  • 25. Google Confidential and Proprietary Consumers Watch Health Videos More Than Food & Celebrity Celebrity 26% Food 27% Health 32% News 42% 25 Question: Thinking about online videos in general, which, if any, of the following types of videos do you typically watch on the Internet? Please select all that apply. Base: Total Health Consumers. (n=5001). Source: Google & OTX, Health Consumer Study, December 2009
  • 26. Google Confidential and Proprietary 26Sources: 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009; Consumer Health Study, Google and OTX, December 2009 Nearly 50% of consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug info 26Google Confidential and Proprietary Consumers Value Online Health Video 7 in 10 health consumers are interested in watching health-related video online Specifically, educational videos related to specific conditions (54%) and those featuring experts such as doctors (49%)
  • 27. Google Confidential and Proprietary 27 Health Videos Drive Action Take action after viewing health information in video form93% Conducted further online research as a result of the health video they viewed 69% 60% Interact with their doctors Question: Which of the following actions, if any, have you ever taken as a result of watching online health videos? Note: Watch Health Videos n=369. **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap. Source: OTX and Google Custom Video Study, March 2008
  • 28. Google Confidential and Proprietary 28Source: Nielsen “Three Screen Report,” 2009.Source: comScore MediaMetrix, December 2009 23% of YouTube’s  Audience is 45+
  • 29. Google Confidential and Proprietary Expand Your Reach
  • 30. Google Confidential and Proprietary Target Your Audience Run Display Banners on YouTube Target: Interest Based, Demo, Geo,Behavioral Control: Run only on Premium Partner Content Ad-formats: Run Rich Media formats that include all fair balance
  • 31. Google Confidential and Proprietary 31 Distribute Your Assets :60-:90 Videos Promoted “Paid”  Advertising Organic “Natural” Search Results
  • 32. Google Confidential and Proprietary 32 Measuring Back End Data
  • 33. Google Confidential and Proprietary 33 Rx 2010: Capitalize on video consumption with rich media display and distribute your approved video assets.
  • 34. Google Confidential and Proprietary 3. Mobile Will Impact Healthcare Decisions
  • 35. Google Confidential and Proprietary Mobile Market Overview 6.7B 4B 7am 1pm 8pm 11pm Around the Clock Engagement 0 50 100 150 200 250 300 350 400 450 2007 2008 2009 2010 2011 Searchesperdevice Search/PC 2011 ~ 250 Billion Searches 50% of web traffic will come through Mobile Devices with 5 Years ~Mary Meeker ~Morgan Stanley 2/3 World Population Have Mobile Phones
  • 36. Google Confidential and Proprietary The Local Explosion Find Locations Get Driving Directions See ItCall & More One in three mobile search queries have local intent.
  • 37. Google Confidential and Proprietary Convergence Unknown Skin Condition Camera – Eyes Connectivity – Seconds Cloud - Data
  • 38. Google Confidential and Proprietary Health Consumers & Doctors Use Mobile Health Info Seekers¹ are 49% more likely to have connected to the Internet using a mobile device in the last 30 days ¹ Health Info Seekers defined as consumers who have obtained medical information online in the last 30 days Sources: MRI 2009 Doublebase Study; Manhattan Research, April 2010 64% of physicians own a Smartphone
  • 39. Google Confidential and Proprietary Consumers Want to Search for Info Wherever They Go 39 1/2 Of iPhone users have made a health-related query on their mobile device Source: Greystripe, Inc., "Mobile Advertising Insights Report: Health and Dating Using the iPhone and iPod touch ," February 24, 1010, via eMarketer
  • 40. Google Confidential and Proprietary Mobile Apps Source: Complete, Inc. 2009, mocoNews 2009 • 3+ Billion Apps Downloaded • Average Android user downloads 40 apps • 25% of iPhone & Android Users Spend 2 hours per day in apps
  • 41. Google Confidential and Proprietary Reach Your Consumers on Mobile... Browse Internet Search Use Apps …as they pursue their interests Watch Movies
  • 42. Google Confidential and Proprietary Mobile Search Provides Answers Anywhere Target by: Location, Device, Carrier Example: Android users on AT&T’s network in Chicago
  • 43. Google Confidential and Proprietary 43 Rx 2010: Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow.
  • 44. Google Confidential and Proprietary 4. Communities Matter
  • 45. Google Confidential and Proprietary 45 Social is the most popular activity online 1 out of every 6 minutes spent online is spent on a social network
  • 46. Google Confidential and Proprietary 46 Run Display Banners on Google’s Ad Network Target: Reach Your Target Audience Control: Select the Sites You Want Efficiency: Choose how you want to pay for media Reach Consumers Within Their Communities 41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog Source: Pew Internet Social Life of Health 2009
  • 47. Google Confidential and Proprietary J&J Baby Channel 710K+ Channel Views 1.3MM Videos Watched 2,900 Channel Subscribers Build a Community Around Your Brand
  • 48. Google Confidential and Proprietary 48 Tap into the Community to Drive Patient Education Sanofi Aventis Go Insulin Channel Unbranded Diabetes Videos Seamless Website Integration Links to CRM and iPhone Application
  • 49. Google Confidential and Proprietary 49 Create a Connection with Patient Testimonials J&J Brand Realize Channel Branded Patient Testimonials Education & Product Information Medical Expert Advice
  • 50. Google Confidential and Proprietary 50 Rx 2010: Tap into existing communities. Use the sight, sound, and motion of video to create emotional touchpoints with your consumers.
  • 51. Google Confidential and Proprietary 5. Physician Immersion in the Digital Channel
  • 52. Google Confidential and Proprietary The Internet Is HCPs’ Top Health Resource 52 86% of physicians have used the Internet to gather health, medical, or prescription drug information Base: Total Physicians n=458 Source: Hall & Partners and Google Custom HCP Study, August 2009 The Internet far exceeds the following resources for gathering health, medical, or prescription drug information: • Online CME courses – 78% • Peer Reviews Journals – 77% • Pharmaceutical sales representatives – 77% • Colleagues – 67% • Books – 56% • Health-related organization/association – 54% • Magazines – 35% • Video/DVDs – 20%
  • 53. Google Confidential and Proprietary 53 Physicians Access the Internet Across Locations 92% in office/clinical setting 88% at home 59% on a mobile device Questions: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? . Base: Total Physicians n=411 Source: Hall & Partners and Google Custom HCP Study, August 2009 Places Used to Access the Internet for Medical Information 21% in patient exam room
  • 54. Google Confidential and Proprietary 54 Physicians Start with Search How Physicians Start Patient Research *Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use overall’ includes the use of search engines overall, across scenarios and searches Base: Total Physicians n=411, Physicians who use a search engine n=294 Source: Hall & Partners and Google Custom HCP Study, August 2009 71% Search Engine 29% Website
  • 55. Google Confidential and Proprietary 55 One-Third of Physicians Search on Branded Meds Base: Physicians who use a search engine n=294 Source: Hall & Partners and Google Custom HCP Study, August 2009 Types of Search Terms Physicians Use 57% Conditions 36% Treatments / Trials 33% Branded Medication e.g., cardiovascular disease, post traumatic stress disorder e.g., Boniva, Pristiq e.g., diabetes type ll treatment, antiplatelet therapy trials
  • 56. Google Confidential and Proprietary 56 Physicians Click at the Top of the Page 46% 92% 24% 8% Percent of Physicians That Clicked Base: Physicians who use a search engine n=294 Source: Hall & Partners and Google Custom HCP Study, August 2009 21% of Psychiatrists clicked on sponsored links Sponsored links Top of the Page Bottom of the Page Middle of the Page
  • 57. Google Confidential and Proprietary Reach Physicians in Relevant Content
  • 58. Google Confidential and Proprietary 58 Rx 2010: Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.
  • 59. Google Confidential and Proprietary 59 Thank You!

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