Greg Rice's presentation at Digital Pharma East - with notes
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Greg Rice's presentation at Digital Pharma East - with notes

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Klick Health's own Greg Rice gave a talk at Digital Pharma East on October 15, 2013. This is his presentation with text added where he would have been discussing the issues.

Klick Health's own Greg Rice gave a talk at Digital Pharma East on October 15, 2013. This is his presentation with text added where he would have been discussing the issues.

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  • NARRATIVE: It is an exciting time to be working in digital healthcare! Healthcare is cool….and the healthcare innovation discussion is becoming more and more mainstream as so many people are taking a more active role in their own health and embracing the quantified self movement. . And to fuel that engine, a great sign is that we are seeing more and more creative people in the ad agency business who may have traditionally thought that cool stuff was consumer package goods….now healthcare. They are driven because they want to do more meaningful work. Because of this excitement I believe the industry’s best work is ahead of us
  • NARRATIVE: I believe to realize that goal of raising the bar on the work we do specifically in digital healthcare marketing, we need to embrace the fact that expectations of an engaging and fulfilling digital experience continues to rise based on our cumulative experiences online…..regardless of the category or vertical. [SPOKEN NARRATIVE: For patients and HCPs outside of healthcare, this means their favourite news site, e-commerce, entertainment destination, brand they love or, game or app regardless of the screen they view it on
  • [IMAGES: Collage of news sites, online banking, entertainment destinations, games, apps, Nike +][SPOKEN NARRATIVE: For patients and HCPs outside of healthcare, this means their favourite news site, e-commerce, entertainment destination, brand they love or, game or app regardless of the screen they view it on
  • [IMAGES: Collage of news sites, online banking, entertainment destinations, games, apps, Nike +][SPOKEN NARRATIVE: For patients and HCPs outside of healthcare, this means their favourite news site, e-commerce, entertainment destination, brand they love or, game or app regardless of the screen they view it on
  • [IMAGES: Collage of news sites, online banking, entertainment destinations, games, apps, Nike +][SPOKEN NARRATIVE: For patients and HCPs outside of healthcare, this means their favourite news site, e-commerce, entertainment destination, brand they love or, game or app regardless of the screen they view it on
  • [IMAGES: Collage of news sites, online banking, entertainment destinations, games, apps, Nike +][SPOKEN NARRATIVE: For patients and HCPs outside of healthcare, this means their favourite news site, e-commerce, entertainment destination, brand they love or, game or app regardless of the screen they view it on
  • [IMAGES: Show made up data graph that demonstrates that internet content is largely made up of cat videos….may be show image of most downloaded cat video.][SPOKEN NARRATIVE: And lets not forget…cat videos. [SPOKEN NARRATIVE: unless we place more emphasis on an engaging and relevant experience, your customers will tune you out….and your digital campaign doesn’t stand a chance. So with the goal of a more engaging experience in mind, I would like to present to you five fundamentals in digital marketing that I believe are key moving forward. My hope is that emarketers in the audience…whether that be if you are pondering changes to an existing campaign…or launching an entirely new campaign…..you will keep these in mind. Frankly, in many cases they are real areas of deficit.
  • NARRATIVE: Lets start with Personalization. Personalization is ultimately about relevance…..and it is key because our attention span is getting shorter……[next]
  • NARRATIVE: Personalization is key because our collective patience and attention span is growing shorter by the month. This is constantly accelerated because there is a persistent force that is just so good at personalization…
  • NARRATIVE: …..it’s called Google. Because it is so good we are challenging and trusting it with more detailed and more keyword intense searches to further personalize our experiences. So peoples expectations are already highWhat are some practical things that we can do to provide a personalized experience? What are some of the levers we can pull?
  • NARRATIVE: Four main opportunities to personalize 1) Digital Media, 2) Site Experience 3) CRM Profiling and 4) Digital Body Language and Re-targeting]Starting with digital media and search, lets take advantage of the fact that people are trusting Google with more complex searches as the yearn for a more personalized experience with search campaigns that exploit the long tail. With the proper optimization parameters in place, this can be a very cost effective strategy that drives more engagement and conversion rates
  • NARRATIVE:. For display advertising, try running some very specific ad units that focus in on specific personas within your patient journey. For the best results, drive them to the most relevant page of your site.
  • NARRATIVE:. For display advertising, try running some very specific ad units that focus in on specific personas within your patient journey. For the best results, drive them to the most relevant page of your site.
  • NARRATIVE: Site Experience…the next opportunity for personalization.. Based on the proper information architecture and navigation…speak to specific members of your audience based on the most effective segmentation. In this case based on specific behavioural segmentation around questions people have about opioid addiction and treatment. Consider deep linking your personalized digital media to the most relevant pages of your site to increase engagement. Remember….. If you can’t connect quickly with them….they bounce.
  • NARRATIVE: Site Experience…the next opportunity for personalization.. Based on the proper information architecture and navigation…speak to specific members of your audience based on the most effective segmentation. In this case based on specific behavioural segmentation around questions people have about opioid addiction and treatment. Consider deep linking your personalized digital media to the most relevant pages of your site to increase engagement. Remember….. If you can’t connect quickly with them….they bounce.
  • [IMAGES: image of a form that needs to be filled ourt][SPOKEN NARRATIVE: CRM Registration. Based on an offer that your audience deems valuable, they may provide you with some information. This can be incredibly valuable if executed properly.
  • [IMAGES: see attached. Chad to design][SPOKEN NARRATIVE: Walk thru build.
  • NARRATIVE:The next fundamental: Experience vs Read.
  • NARRATIVE: If YouTube has taught us anything….it is people want to view and experience more and read less. With 100 hours of content being uploaded every minute…….it has become woven into the social fabric of our daily lives.
  • [IMAGES: collage of logos: CNN, New York Times, WSJ, WebMd, show cnn or NYT home page that is inclusive of a ton of mediums][SPOKEN NARRATIVE. I want you to think of multi-channel digital possibilities. If you spend time on these sites, you will notice that they are a collage of text, video, print, infographics and animations} By offering content channel flexibility your offering becomes more valuable to a larger percentage of your audience. Also, sets up a great test and learn opportunity to uncover patterns and preferences. Offer some level of flexibility to give people the information in their preferred medium. You can’t predict. Not all….just for key assets. : I this the industry is really starting to embrace rich media content….and, two underexploited areas for improvement I believe is how we present clinical data to HCPs.
  • NARRATIVE. It’s really cool to see how the major media companies have tried to keep pace with our craving for experience. Check out CNN, NYTs, WSJ…..they are really multi-channel digital possibilities. You will notice that they have morphed into a collage of text, video, print, infographics and animations} By offering content channel flexibility your offering becomes more valuable to a larger percentage of your audience. Also, sets up a great test and learn opportunity to uncover patterns and preferences. Offer some level of flexibility to give people the information in their preferred medium. You can’t predict. Not all….just for key assets. : I this the industry is really starting to embrace rich media content….and, two underexploited areas for improvement I believe is how we present clinical data to HCPs.
  • [IMAGES: on this slide]
  • [IMAGES: on this slide]
  • [IMAGES: on this slide][Narrative: Why not re-imagine the experience?
  • [IMAGES: on this slide][Narrative: Why not re-imagine the experience?
  • [IMAGES: go back to five fundamental icons….and show Multiscreen][SPOKEN NARRATIVE: Multiscreen reality - 3 daughters, Mom story]
  • [IMAGES: on this slide][Narrative: Why not re-imagine the experience?
  • [IMAGES: on this slide][Narrative: Why not re-imagine the experience?
  • [IMAGES: go back to five fundamental icons….and show Multiscreen][SPOKEN NARRATIVE: Multiscreen reality - 3 daughters, Mom story]
  • Slide 22
  • Slide 23[IMAGES: reformat this data][SPOKEN NARRATIVE: TBD]
  • Slide 25[IMAGES: show responsive design….www.amitizarx.com ….in both a desktop view and an iphone view]
  • Slide 25[IMAGES: show responsive design….www.amitizarx.com ….in both a desktop view and an iphone view]
  • Slide 26[Images: picture of middle aged woman on iPhone]Text: Warning: Be obsessive around context of use
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 27[IMAGES: go back to five fundamental icons….and show WIFM][SPOKEN NARRATIVE: What I am referring to here is the renewed focus on CRM….mostly in the consumer/patient space but also in the professional arena. As a consumer or patient….this is a very common offer we are very familiar with…. ]
  • Register Here For Our Patient Support ProgramSign-up so we can SPAM you when it is convenient for us
  • Register Here For Our Patient Support ProgramSign-up so we can SPAM you when it is convenient for us
  • Slide 29 A[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29 A[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • Slide 29B[IMAGES: show a site that merchandises support programs…TBD][SPOKEN NARRATIVE: It’s about value exchange…..show behind the curtain and show them If YouTube has taught us anything….it is people want to experience more and read less.]
  • [IMAGES: go back to five fundamental icons….and show Buy Now][SPOKEN NARRATIVE: The Fifth and Final fundamental – what is your “Buy Now?” We are in the beahviour change business…..and ultimately we are trying to motivate customers to take action. If it could only be as simple as…
  • Slide 31[IMAGES: below…a button…..full screen][SPOKEN NARRATIVE: …as simple as the ecommerce model….wouldn’t it makes your lives so much easier? Makes that ROI modelling a lot simpler, doesn’t it? By the way….what does this have to do with experience?.]
  • Slide 31[IMAGES: below…a button…..full screen][SPOKEN NARRATIVE: …as simple as the ecommerce model….wouldn’t it makes your lives so much easier? Makes that ROI modelling a lot simpler, doesn’t it? By the way….what does this have to do with experience?.]
  • Slide 32[IMAGES: below…a button…..full screen]Needs of ePatient/eHCPBusiness Needs
  • Slide 33
  • Slide 33
  • NARRATIVE: Lets start with Personalization. Personalization is ultimately about relevance…..and it is key because our attention span is getting shorter……[next]
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/
  • Slide 23[IMAGES: show data for consumer use of multiscreen for health content][SPOKEN NARRATIVE: TBD]http://blog.prnewswire.com/2012/09/03/the-cross-platform-consumer-new-communication-imperatives/

Greg Rice's presentation at Digital Pharma East - with notes Greg Rice's presentation at Digital Pharma East - with notes Presentation Transcript

  • DIGITAL HEALTHCARE MARKETING NEW FUNDAMENTALS Greg Rice, SVP Strategy Klick Health PROPRIETARY + CONFIDENTIAL
  • Health is now cool, technology-driven, and more measureable than ever
  • Patients and HCPs have their expectations shaped by the millions of non-healthcare experiences in their digital lives
  • Experiences that are: configurable
  • Experiences that are: immersive
  • Experiences that are: thought-provoking
  • Experiences that are: relevant
  • Experiences that are: cat-dominated
  • FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  • Personalization is key to battle the intense competition for our fragmented and limited attention EXPERIENCE vs READ PERSONALIZATION MULTISCREEN REALITY WHAT’S IN IT FOR ME BUY NOW
  • Our experience on the internet is dominated by personalization and control – we’re keyword-literate by age 8 New oral treatment for arthritis approved by FDA
  • PERSONALIZATION OPPORTUNITIES We have many sources of personalization data PERSONALIZATION DIGITAL MEDIA SITE EXPERIENCE CRM PROFILING DIGITAL BODY LANGUAGE & RETARGETING
  • Humira Banners, everydayhealth.com (June 2013)
  • Ads are targeted and retargeted, and every view and click is another hint about what is important to that individual Humira Banners, everydayhealth.com (June 2013)
  • When a visitor arrives from an ad, we already know a lot about them regarding their motivations and what drove them to action ONFI.COM
  • Our knowledge of the visitor can drive the website messaging too, we can be more relevant and customized ONFI.COM
  • CRM REGISTRATION And when we make the right offer, with the right value exchange, the audience will tell us more PROPRIETARY + CONFIDENTIAL
  • This accumulation of data based on activities is called “digital body language” PROPRIETARY + CONFIDENTIAL
  • DIGITAL BODY LANGUAGE & RE-TARGETING Digital Media Site Experience Known Digital Media Inferred Digital Body Language Data Cookie Unknown Direct We can monitor known users to build predictive models and apply those models against the unknown users who visit
  • The modern web is now rich enough to allow users to experience our material, rather than just read it PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  • 100 hours of video is uploaded to YouTube every minute, and the site just passed 1 billion active monthly users – users who want to experience their learning
  • Even traditional news sources are merging media and you find CNN writing longer pieces, the WSJ posting video, and NYT embarking on pure multimedia
  • Text, video, print, infographics, and animations – they are all present on modern news sites
  • Snowfall is the critically-acclaimed multimedia experience of victims and rescuers of an avalanche in the New York Times
  • CLINICAL DATA EXPERIENCE CURRENT DATA PRESENTATION
  • CLINICAL DATA EXPERIENCE CURRENT DATA PRESENTATION Typical data presentation in many websites is the paper detail aid moved online
  • CLINICAL DATA EXPERIENCE SHARE NOW LISTEN
  • CLINICAL DATA EXPERIENCE Reimagine the data as a more immersive experience with services that the HCP values SHARE NOW LISTEN
  • Data presentation works from the physician to the patient as well with education tools PROPRIETARY + CONFIDENTIAL
  • Interaction is valuable here to ensure the patient retains the knowledge
  • Integrate direct email to ensure the message survives the 15-minute exam room discussion
  • Mobile isn’t just a smartphone while in line at Starbucks PERSONALIZATION EXPERIENCE vs READ WIFM? MULTISCREEN REALITY BUY NOW
  • THE NEW NORM. THREE-DEVICE OWNERSHIP. TECHNOLOGY OWNED OR USED BY PHYSICIANS FOR PROFESSIONAL PURPOSES: 100% DESKTOP / LAPTOP 75% SMARTPHONE / PDA TABLET 50% N/A N/A 25% eREADER N/A 2009 2010 2011 2012 2013 Manhattan Research, Taking the Pulse: 2009-13
  • OPTIMIZING SITES FOR MOBILE DEVICES IS CRITICAL 62 % OF PHYSICIANS ARE LIKELY TO ABANDON THE MOBILE WEBSITE IF IT’S NOT OPTIMIZED FOR A SMARTPHONE 41 REPORT THEY ARE LED TO MOBILEOPTIMIZED SITES ONLY OCCASIONALLY Google Manhattan Research Physician Channel Study 2012 %
  • RESPONSIVE DESIGN IS AN OPTION klick.com
  • RESPONSIVE DESIGN IS AN OPTION Responsive Design is great for single-sourcing information, but Mobile Optimized provides more control. Keep an open mind. klick.com
  • BE OBSESSIVE ABOUT CONTEXT OF USE
  • Google: The New Multiscreen World: Aug 2012
  • Value exchange: What’s In It For Me? PERSONALIZATION EXPERIENCE vs READ BUY NOW MULTISCREEN REALITY WIFM?
  • Register Here For Our Patient Support Program
  • What’s in it for me? Register Here For Our Patient Support Program
  • What’s in it for me?
  • so we can SPAM you when it is convenient for us
  • so we can SPAM you when it is convenient for us
  • FITBIT.COM
  • Concise, clear, direct. It is clear why the consumer should get started with FitBit and why they should click that next arrow FITBIT.COM
  • MYRAFITKIT.COM
  • Acknowledge user’s need MYRAFITKIT.COM
  • Acknowledge user’s need Give the value exchange MYRAFITKIT.COM
  • Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest MYRAFITKIT.COM
  • Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest Make the call to action clear MYRAFITKIT.COM
  • Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest Make the call to action clear Provide alternate channels MYRAFITKIT.COM
  • Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest Make the call to action clear Provide alternate channels Enhance trust by partnering and making ownership clear MYRAFITKIT.COM
  • We are trying to change behavior, often with deeply ingrained habits, if only it were as easy as Buy Now… PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  • More like: “Change your life and struggle with difficult problems now…”
  • You are here NEEDS OF ePATIENT / eHCP BUSINESS NEEDS
  • MYMULTIPLEMYELOMA.COM
  • FACTORMATTERS.COM
  • FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  • DON’T TRY TO TAKE IT ALL ON AT ONCE!
  • DON’T TRY TO TAKE IT ALL ON AT ONCE! Incremental “bite-sized” changes to a digital strategy will result in more “area under the curve” for brand benefit
  • DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I. This chart will show how the “area under the curve” is maximized by using smaller, quicker change cycles
  • DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  • DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  • DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  • DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  • DIGITAL HEALTHCARE MARKETING NEW FUNDAMENTALS CONTACT // Greg Rice, SVP Strategy Klick Health grice@klick.com