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Five trends in digital healthcare in 2010

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Five trends in digital healthcare in 2010 Presentation Transcript

  • 1. Five Trends in Digital Healthcare in 2010 May 2010 Google Confidential and Proprietary
  • 2. Digital is Critical for Health Health Matters... 61% American adults look online for health information 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 Sources: “The Social Life of Health Information,” Pew Research Center, June 2009; Manhattan Research 2009 Google Confidential and Proprietary 2
  • 3. Access to Information at Moment of Relevance Cause Symptoms Complaint Diagnosis Treatment Rehab Rx Google Confidential and Proprietary 3
  • 4. Understand Your Goals Drive prescription orders Encourage patient compliance Increase brand awareness Educate consumers Build Rx loyalty Create dialogue between patients and physicians Google Confidential and Proprietary
  • 5. Pharma Site Visitation Drives Key Performance Indicators % point difference between Exposed and Control Lift Among Prospective Patients Who Visited Brand.com 40% 30% 20% 38% 31% 30% 28% 10% 20% 20% 0% Unaided Aided Favorability Discuss Discuss Ask for Awareness Awareness Treatements Brand Brand Awareness Intent Note: Prospective patients are patients that are online but not yet on an Rx Google Confidential and Proprietary Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
  • 6. Drivers of Brand Conversion for Online Behavior Impacts New Patient Starts Awareness & Favorability Tactical Optimization ROI Online marketing efforts have a significant incremental effect on new patient starts Prospect patient, online More Likely: Exposure but not yet on an Rx New Patient Visit brand website 11.2% Click on display media 8.4% Click on Paid Search ad 11.9% Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry Google Confidential and Proprietary
  • 7. Drivers of Brand Conversion for Online Behavior Impacts Rx Adherence Awareness & Favorability Tactical Optimization ROI Online marketing efforts have a significant incremental effect on adherence/next fill among existing patients Patients on an Rx Exposure More Likely: Adherence/Next Fill Visit brand website 20.3% Click on display media 24.6% Click on Paid Search ad 17.7% Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry 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 Google Confidential and Proprietary 8
  • 9. 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 Google Confidential and Proprietary
  • 10. 1. Emergence of ePatients Google Confidential and Proprietary
  • 11. Trust in Online Health Resources is Skyrocketing Over the last couple of years, trust in online health resources has increased by 44% 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 Google Confidential and Proprietary 11
  • 12. The Internet is a Powerful Tool for Health Research The Internet is the Top Resource for Health Questions & Concerns 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 Google Confidential and Proprietary 12
  • 13. Users Turn to Search for Health Information Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms. Google Confidential and Proprietary 13 Source: Google Internal Data; 3X growth from 2006-2009
  • 14. Search at Each Stage of the Patient Funnel 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 Google Confidential and Proprietary
  • 15. Search Spikes When People Want to Learn More Source: Google Insights for Search Google Confidential and Proprietary 15
  • 16. Allows for Answers to Questions in Real Time Real Time Twitter Resutls Google Confidential and Proprietary 16
  • 17. Gives Users the Most Relevant Answers Google Confidential and Proprietary
  • 18. Even for the Most Regulated Products Google Confidential and Proprietary
  • 19. Black Box Search Format Case Study: Yaz Google Confidential and Proprietary 19
  • 20. Users Find New Unit Transparent & Relevant April 2009 Nov 2009 FDA Letters Beta Launch Source: Google Internal Data Google Confidential and Proprietary 20 Yaz AdWords data on Yaz & Yasmin brand terms 3/2009 – 3/2010
  • 21. Proposed Standard for Product Claim Sponsored Links This additional “More Info” link will  direct to risk information Headline will link to designated landing “Warning:” is fixed & cannot be  page, such as the modified; the remaining 62 homepage characters can be modified Google Confidential and Proprietary 21
  • 22. Rx 2010: 100% Share of Voice on search marketing to increase patient Rx conversion. • Formats: Test new pharma units for increased transparency Google Confidential and Proprietary 22
  • 23. 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% 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 Google Confidential and Proprietary 24
  • 25. Consumers Watch Health Videos More Than Food & Celebrity News Health Food Celebrity 42% 32% 27% 26% 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 Google Confidential and Proprietary 25
  • 26. Consumers Value Online Health Video 7 in 10 health consumers are interested in watching health-related video online Nearly 50% of consumers report that Specifically, educational videos related to specific online health videos conditions (54%) and those serve as a top resource featuring experts such as when searching for doctors (49%) medical conditions and prescription drug info Sources: 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009; Google Confidential and Proprietary 26 Consumer Health Study, Google and OTX, December 2009
  • 27. Health Videos Drive Action Take action after viewing health 93% information in video form 60% Interact with Conducted further online their doctors 69% research as a result of the health video they viewed 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 Google Confidential and Proprietary 27
  • 28. 23% of YouTube’s  Audience is 45+ Source: Nielsen “Three Screen Report,” 2009. Source: comScore MediaMetrix, December 2009 28 Google Confidential and Proprietary
  • 29. Expand Your Reach Google Confidential and Proprietary
  • 30. 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 Google Confidential and Proprietary
  • 31. Distribute Your Assets :60-:90 Videos Promoted “Paid”  Advertising Organic “Natural” Search Results Google Confidential and Proprietary 31
  • 32. Measuring Back End Data Google Confidential and Proprietary 32
  • 33. Rx 2010: Capitalize on video consumption with rich media display and distribute your approved video assets. Google Confidential and Proprietary 33
  • 34. 3. Mobile Will Impact Healthcare Decisions Google Confidential and Proprietary
  • 35. Mobile Market Overview 2/3 World Population Have Mobile Around the Clock Engagement Phones 11pm 1pm 6.7B 4B 8pm 7am 2011 ~ 250 Billion Searches 450 400 50% of web traffic will come 350 through Mobile Devices with 5 Searches per device 300 250 Years 200 ~Mary Meeker ~Morgan Stanley 150 100 50 0 2007 2008 2009 2010 2011 Search/PC Google Confidential and Proprietary
  • 36. The Local Explosion One in three mobile search queries have local intent. Find Locations Call & More Get Driving See It Directions Google Confidential and Proprietary
  • 37. Convergence Unknown Skin Condition Camera – Eyes Connectivity – Seconds Cloud - Data Google Confidential and Proprietary
  • 38. 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 64% of physicians own a Smartphone 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 Google Confidential and Proprietary
  • 39. Consumers Want to Search for Info Wherever They Go 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, Google Confidential and Proprietary 39 via eMarketer
  • 40. Mobile Apps • 3+ Billion Apps Downloaded • Average Android user downloads 40 apps • 25% of iPhone & Android Users Spend 2 hours per day in apps Source: Complete, Inc. 2009, mocoNews 2009 Google Confidential and Proprietary
  • 41. Reach Your Consumers on Mobile... …as they pursue their interests Use Apps Watch Movies Browse Internet Search Google Confidential and Proprietary
  • 42. Mobile Search Provides Answers Anywhere Target by: Location, Device, Carrier Example: Android users on AT&T’s network in Chicago Google Confidential and Proprietary
  • 43. Rx 2010: Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow. Google Confidential and Proprietary 43
  • 44. 4. Communities Matter 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 Google Confidential and Proprietary 45
  • 46. 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 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 Source: Pew Internet Social Life of Health 2009 46 Google Confidential and Proprietary
  • 47. Build a Community Around Your Brand J&J Baby Channel 710K+ Channel Views 1.3MM Videos Watched 2,900 Channel Subscribers 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 Google Confidential and Proprietary 48
  • 49. Create a Connection with Patient Testimonials J&J Brand Realize Channel Branded Patient Testimonials Education & Product Information Medical Expert Advice Google Confidential and Proprietary 49
  • 50. Rx 2010: Tap into existing communities. Use the sight, sound, and motion of video to create emotional touchpoints with your consumers. Google Confidential and Proprietary 50
  • 51. 5. Physician Immersion in the Digital Channel Google Confidential and Proprietary
  • 52. The Internet Is HCPs’ Top Health Resource 86% of physicians have used the Internet to gather health, medical, or prescription drug information The Internet far exceeds the following resources for gathering health, medical, or prescription drug information: • Online CME courses – 78% • Books – 56% • Peer Reviews Journals – 77% • Health-related organization/association – 54% • Pharmaceutical sales representatives – 77% • Magazines – 35% • Colleagues – 67% • Video/DVDs – 20% Base: Total Physicians n=458 Google Confidential and Proprietary 52 Source: Hall & Partners and Google Custom HCP Study, August 2009
  • 53. Physicians Access the Internet Across Locations Places Used to Access the Internet for Medical Information 92% 88% 59% in office/clinical setting at home on a mobile device 21% in patient exam room 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 Google Confidential and Proprietary 53 Source: Hall & Partners and Google Custom HCP Study, August 2009
  • 54. Physicians Start with Search How Physicians Start Patient Research 29% Website 71% Search Engine *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 Google Confidential and Proprietary 54 Source: Hall & Partners and Google Custom HCP Study, August 2009
  • 55. One-Third of Physicians Search on Branded Meds Types of Search Terms Physicians Use 57% 36% 33% Conditions Treatments / Trials Branded Medication e.g., cardiovascular disease, e.g., diabetes type ll treatment, e.g., Boniva, post traumatic stress disorder antiplatelet therapy trials Pristiq Base: Physicians who use a search engine n=294 Google Confidential and Proprietary 55 Source: Hall & Partners and Google Custom HCP Study, August 2009
  • 56. Physicians Click at the Top of the Page Percent of Physicians That Clicked 8% Sponsored links 92% Top of the Page 21% of Psychiatrists clicked on sponsored 46% links Middle of the Page 24% Bottom of the Page Base: Physicians who use a search engine n=294 Google Confidential and Proprietary 56 Source: Hall & Partners and Google Custom HCP Study, August 2009
  • 57. Reach Physicians in Relevant Content Google Confidential and Proprietary
  • 58. Rx 2010: Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites. Google Confidential and Proprietary 58
  • 59. Thank You! Google Confidential and Proprietary 59