0
Google Confidential and Proprietary
Five Trends in Digital Healthcare in 2010
May 2010
Google Confidential and Proprietary 2
Digital is Critical for Health
Info Impacts Dialogue...
53% say information found on...
Google Confidential and Proprietary 3
Cause Symptoms Complaint Diagnosis Treatment Rehab
Access to Information at Moment o...
Google Confidential and Proprietary
Understand Your Goals
Drive prescription orders Encourage patient compliance
Increase ...
Google Confidential and Proprietary
Pharma Site Visitation Drives Key Performance Indicators
Lift Among Prospective Patien...
Google Confidential and Proprietary
ROI
Brand
Awareness &
Favorability
Drivers of
Conversion for
Tactical
Optimization
Onl...
Google Confidential and Proprietary
ROI
Brand
Awareness &
Favorability
More Likely:
Adherence/Next Fill
Drivers of
Convers...
Google Confidential and Proprietary 8
“Consumers who visit product 
sites are nearly 3X more likely
than the average US ad...
Google Confidential and Proprietary
2010 Health Digital Trends
Emergence of ePatients
Proliferation of Online Health Video...
Google Confidential and Proprietary
1. Emergence of ePatients
Google Confidential and Proprietary 11
Trust in Online Health Resources is Skyrocketing
Question: Overall, do you feel you...
Google Confidential and Proprietary 12
The Internet is a Powerful Tool for Health Research
Question: In the past 12 months...
Google Confidential and Proprietary 13
Users Turn to Search for Health Information
Graph includes all “Health-Condition” q...
Google Confidential and Proprietary
hyperactivity, impulsive behavior, short attention span
adhd, attention deficit, adhd ...
Google Confidential and Proprietary 15Source: Google Insights for Search
Search Spikes When People Want to Learn More
Google Confidential and Proprietary 16
Allows for Answers to Questions in Real Time
Real Time
Twitter Resutls
Google Confidential and Proprietary
Gives Users the Most Relevant Answers
Google Confidential and Proprietary
Even for the Most Regulated Products
Google Confidential and Proprietary 19
Black Box Search Format Case Study: Yaz
Google Confidential and Proprietary 20
Users Find New Unit Transparent & Relevant
April 2009
FDA Letters
Nov 2009
Beta Lau...
Google Confidential and Proprietary 21
Proposed Standard for Product Claim Sponsored Links
This additional “More Info” lin...
Google Confidential and Proprietary 22
Rx 2010: 100% Share of Voice on
search marketing to increase patient Rx
conversion....
Google Confidential and Proprietary
2. Proliferation of Online Health Video
Google Confidential and Proprietary 24
#1 | Because Video is Mainstream…
Video is the fastest growing medium in history
77...
Google Confidential and Proprietary
Consumers Watch Health Videos More Than
Food & Celebrity
Celebrity
26%
Food
27%
Health...
Google Confidential and Proprietary 26Sources: 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription ...
Google Confidential and Proprietary 27
Health Videos Drive Action
Take action after viewing health
information in video fo...
Google Confidential and Proprietary 28Source: Nielsen “Three Screen Report,” 2009.Source: comScore MediaMetrix, December 2...
Google Confidential and Proprietary
Expand Your Reach
Google Confidential and Proprietary
Target Your Audience
Run Display Banners on
YouTube
Target: Interest
Based, Demo,
Geo,...
Google Confidential and Proprietary 31
Distribute Your Assets :60-:90 Videos
Promoted
“Paid” 
Advertising
Organic
“Natural...
Google Confidential and Proprietary 32
Measuring Back End Data
Google Confidential and Proprietary 33
Rx 2010: Capitalize on video
consumption with rich media display
and distribute you...
Google Confidential and Proprietary
3. Mobile Will Impact Healthcare Decisions
Google Confidential and Proprietary
Mobile Market Overview
6.7B 4B
7am
1pm
8pm
11pm
Around the Clock Engagement
0
50
100
1...
Google Confidential and Proprietary
The Local Explosion
Find Locations Get Driving
Directions
See ItCall & More
One in thr...
Google Confidential and Proprietary
Convergence
Unknown Skin Condition
Camera – Eyes
Connectivity – Seconds
Cloud - Data
Google Confidential and Proprietary
Health Consumers & Doctors Use Mobile
Health Info Seekers¹ are 49% more likely
to have...
Google Confidential and Proprietary
Consumers Want to Search for Info Wherever
They Go
39
1/2
Of iPhone users have
made a ...
Google Confidential and Proprietary
Mobile Apps
Source: Complete, Inc. 2009, mocoNews 2009
• 3+ Billion Apps
Downloaded
• ...
Google Confidential and Proprietary
Reach Your Consumers on Mobile...
Browse Internet Search
Use Apps
…as they pursue thei...
Google Confidential and Proprietary
Mobile Search Provides Answers Anywhere
Target by: Location, Device, Carrier
Example: ...
Google Confidential and Proprietary 43
Rx 2010: Just opt in! Replicate existing
search campaigns for high end devices.
Lit...
Google Confidential and Proprietary
4. Communities Matter
Google Confidential and Proprietary 45
Social is the most popular activity online
1 out of every 6 minutes spent online
is...
Google Confidential and Proprietary 46
Run Display Banners on
Google’s Ad Network
Target: Reach
Your Target
Audience
Contr...
Google Confidential and Proprietary
J&J Baby
Channel
710K+
Channel Views
1.3MM
Videos Watched
2,900
Channel
Subscribers
Bu...
Google Confidential and Proprietary 48
Tap into the Community to Drive Patient Education
Sanofi Aventis
Go Insulin
Channel...
Google Confidential and Proprietary 49
Create a Connection with Patient Testimonials
J&J Brand
Realize
Channel
Branded Pat...
Google Confidential and Proprietary 50
Rx 2010: Tap into existing communities.
Use the sight, sound, and motion of video
t...
Google Confidential and Proprietary
5. Physician Immersion in the Digital Channel
Google Confidential and Proprietary
The Internet Is HCPs’ Top Health Resource
52
86% of physicians have used the
Internet ...
Google Confidential and Proprietary 53
Physicians Access the Internet Across Locations
92%
in office/clinical setting
88%
...
Google Confidential and Proprietary 54
Physicians Start with Search
How Physicians Start Patient Research
*Note: ‘Where se...
Google Confidential and Proprietary 55
One-Third of Physicians Search on Branded Meds
Base: Physicians who use a search en...
Google Confidential and Proprietary 56
Physicians Click at the Top of the Page
46%
92%
24%
8%
Percent of Physicians That C...
Google Confidential and Proprietary
Reach Physicians in Relevant Content
Google Confidential and Proprietary 58
Rx 2010: Create HCP focused
search campaigns with targeted
messages & run display
c...
Google Confidential and Proprietary 59
Thank You!
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Transcript of "Five trends in digital healthcare in 2010"

  1. 1. Google Confidential and Proprietary Five Trends in Digital Healthcare in 2010 May 2010
  2. 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. 3. Google Confidential and Proprietary 3 Cause Symptoms Complaint Diagnosis Treatment Rehab Access to Information at Moment of Relevance Rx
  4. 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. 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. 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. 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. 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. 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. 10. Google Confidential and Proprietary 1. Emergence of ePatients
  11. 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. 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. 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. 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. 15. Google Confidential and Proprietary 15Source: Google Insights for Search Search Spikes When People Want to Learn More
  16. 16. Google Confidential and Proprietary 16 Allows for Answers to Questions in Real Time Real Time Twitter Resutls
  17. 17. Google Confidential and Proprietary Gives Users the Most Relevant Answers
  18. 18. Google Confidential and Proprietary Even for the Most Regulated Products
  19. 19. Google Confidential and Proprietary 19 Black Box Search Format Case Study: Yaz
  20. 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. 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. 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. 23. Google Confidential and Proprietary 2. Proliferation of Online Health Video
  24. 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. 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. 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. 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. 28. Google Confidential and Proprietary 28Source: Nielsen “Three Screen Report,” 2009.Source: comScore MediaMetrix, December 2009 23% of YouTube’s  Audience is 45+
  29. 29. Google Confidential and Proprietary Expand Your Reach
  30. 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. 31. Google Confidential and Proprietary 31 Distribute Your Assets :60-:90 Videos Promoted “Paid”  Advertising Organic “Natural” Search Results
  32. 32. Google Confidential and Proprietary 32 Measuring Back End Data
  33. 33. Google Confidential and Proprietary 33 Rx 2010: Capitalize on video consumption with rich media display and distribute your approved video assets.
  34. 34. Google Confidential and Proprietary 3. Mobile Will Impact Healthcare Decisions
  35. 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. 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. 37. Google Confidential and Proprietary Convergence Unknown Skin Condition Camera – Eyes Connectivity – Seconds Cloud - Data
  38. 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. 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. 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. 41. Google Confidential and Proprietary Reach Your Consumers on Mobile... Browse Internet Search Use Apps …as they pursue their interests Watch Movies
  42. 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. 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. 44. Google Confidential and Proprietary 4. Communities Matter
  45. 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. 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. 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. 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. 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. 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. 51. Google Confidential and Proprietary 5. Physician Immersion in the Digital Channel
  52. 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. 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. 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. 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. 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. 57. Google Confidential and Proprietary Reach Physicians in Relevant Content
  58. 58. Google Confidential and Proprietary 58 Rx 2010: Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.
  59. 59. Google Confidential and Proprietary 59 Thank You!
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