2012 digital trends for pharma brandsPresentation Transcript
DIGITALTRENDSChanging the frontlines of healthand wellness marketing in 2012
TRENDS WE’RE WATCHING First movers in Change we see Big shifts health care underway ahead How pharma, What we’re What’s changing biotech, and watching for 2012marketing right now wellness leaders and beyond are responding
BIG SHIFTS UNDERWAY• What’s changing marketing right now
BIG SHIFTS UNDERWAY The digital practice Personal search Mobile health Long form on the screen Gaming is fun again
BIG SHIFTS UNDERWAY The digital practiceTechnology is fundamentally changing how health careprofessionals interact with each other and their patients.Let’s take a peek inside ….
BIG SHIFTS UNDERWAY Personal searchThe explosion of channels and proliferation of media have left us hyperconnected and information overwhelmed. Today’s searchers don’t wantmore opinions; they want a clear path to the most relevant, credibleones. Who do they trust? Google? Prolia
OR THE FILTER OF THE NETWORK THEY’VE BUILT ACROSS SOCIAL MEDIA? ProliaSearching not only the entire web, but the preferences of people like me
THE LINES BETWEEN SOCIAL, SEARCH, AND MEDIA ARE GETTING BLURRY All content can enable Social interactions All content and encourage with content feeds search social interactions improve search (which will, in turn, improve search)
NOW: SOCIAL CUSTOMIZES SEARCH RESULTS JUST FOR YOU
BIG SHIFTS UNDERWAY Mobile healthRemote patient-monitoring devices have the fastest-growing yearly revenueof any medical device sector. From 2008 to 2010, the growth rate was animpressive 23%, and revenue is expected to double in the next four years.It is unusual to see more than 20% growth in the tight, volume-buy medicaldevice market, but the new wireless patient-monitoring systems aresurpassing that because they appeal both to the need of payers to cut hospitalstays and to the need of providers to deal with reduced staff.Kalorama Information, “Remote and Wireless PatientMonitoring Markets,” 2011
WHY? IT WORKS …In a randomized controlled study, Kaiser Permanent researchers foundPartners Healthcare’s Center for that home-based monitoring toolsConnected Health found that Vitality’s helped control hypertension. 20%GlowCaps service raised medication more patients lowered their bloodadherence rates 27% for hypertensive pressure to healthy levels within sixpatients. months. 71% 98% 38% 58%
IT’S NOT JUST HEALTH CARE, MHEALTH IS SELF-CARE 9,000 consumer health apps currently in the iTunes store+4,000 expected by next summer These apps offer a mind-boggling array of health support, like: • Calculating calories burned during exercise • Creating soundtracks to help people fall asleep • Displaying pictures that can elicit memories from Alzheimer’s patients • Quantifying pain over time
REGULATORS ARE STARTING TO WATCH APP “EFFICACY” Said two app makers falsely claimed that their appsFTC would eradicate blemishes (with light). DermApps and Acne Pwner will have to return the $14,294 and $1,700, respectively, that people paid for the apps. This summer, the FDA issued draft guidelines forFDA mobile medical devices. They’re focused on tools that act like devices – not health and wellness apps or even true medical apps
BIG SHIFTS UNDERWAY Long form on the screenThis is the first year we’ve really gone long form on the little screen. Peopleare devouring content and calling into question everything we think weknow about how to write and create for digital mediums.
THE iPAD AND KINDLE CHANGED HOW PEOPLE USE SCREENSAmazon sells 105 eBooks for every 100 print-and-paper books- Amazon, July 2011
PUBLISHERS HAVE STARTED TO CRACK THE CODE TOOThese three leaders have created new bestpractices on how to publish to the screen.
HOW WILL IT CHANGE BRAND MARKETING?FROM: BULLET POINTS TO: SOLID NARRATIVESFROM: 30-SECOND CLIPS TO: BRAND JOURNALISM FROM: CREATING TO: CURATING
BIG SHIFTS UNDERWAY Gaming is fun againGaming is a big part of American life. How could translating that interfaceto medicine promote healthier choices and longer lives?
MOST OF THE WAYS WE INTERACTWITH HEALTH CARE ARE UNINSPIRING The interface of health care is broken We’re not engaging people • We give them 7 minutes in the exam room. • Confront them with complicated, paper-based adherence tools. • Set a lot of requirements but give few rewards.
GAMING IS THE NEW AMERICAN PASTIME Of gamers are women. In Is the average age of fact, a greater number of women than boys under 40% 34 gamers (they’ve been playing for ~12 years). YEARS age 17 play. of Americans over of heads of households the age of 50 play video games. 26% 42% play games on a wireless device.ESA, 2009/2010
GAMING IS MORE THAN WORLD OF WARCRAFT Relative Industry EA Games Valuation: $5–7 Billion Global Sales Comparison (Sims, Madden, Rock Band) • Game: $70 Billion • Music: $40 Billion • Movie: $30 Billion Zynga Valuation: $7–10 Billion (Social Games/Farmville) 67% of US households play video games Groupon Valuation: $23–25 Billion(game mechanics-driven daily deals)
GAMES LEAD TO HEALTHIER BEHAVIOR AND OUTCOMES “The beauty of a game is that itgives you a goal.”People will work longer and harder if you givethem a goal.- Debra Lieberman of the Institute for Social, Behavioral and Economic Research (ISBER) at the University of California, Santa Barbara
IN ONE STUDY, RESEARCHERS FOUND THAT GAMES MAKE PEOPLE “BETTER PATIENTS” More More engaged in 16% improvement knowledgeable their treatment in adherence about care planPediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial, 2008
THE EVIDENCE HAS CONVINCED HEALTH AND WELLNESS LEADERS • Humana has now dedicated part of its innovation department to Payers are leading gaming. the way • Along with CIGNA and Aetna, it’s been an early mover and getting challenge and educational games in the hands of members. $50 million • That’s how much venture capital has been poured into health games in the last five years. investment • Major CPG companies are building their offers with wellness gaming. CPG is joining in • Johnson & Johnson, Unilever, Kraft, Nike, Apple, Disney, and others are developing new products related to health gaming.TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009
FIRST MOVERS IN HEALTH CARE• How pharma, biotech, and wellness leaders are responding
FIRST MOVERS IN HEALTH CARE Better tools for reps Truly mobile sites Value around the pill Warm leads from the marketing suite New metrics and ROI models
FIRST MOVERS IN HEALTH CARE Better tools for reps The iPad has had amazing uptake by pharma and biotech. It’s becoming the center of a new kind of sales toolkit – one that’s more about showing than telling.
THE iPAD HAS BEEN ADOPTED BY TEAMS AROUND THE WORLDFirst Word, 2011
TO CREATE EXPERIENCES THAT ARE REMEMBERED IN THE PRACTICE 1:2 (U.S.) physicians say they have received a detail on an iPad or similar tablet. Brands whose tablet details they remember most:Manhattan Research, 2011
ON TABLETS, THE DETAIL CAN BE PART OF AN INTEGRATED TOOL KIT MORE MOREEFFICIENT EFFECTIVE CRM Formulary THE DETAILING SUITEProductivity In person Leave behind Remote / virtual Sampling App tools Self-guidedCommunity Resources
NEW POSSIBILITIES We can create experiences wecould have never created before.
1 CUSTOM, NOT CANNEDThe iPad can support scenario selling - Allowingyour reps to customize the detail to the practice. Use what you know Ask what you don’t To create experiences that are custom fit
2 TOOLS, NOT TALKPhysicians want to use your brand(not just hear about it). • What can your brand create that makes running the practice easier. • Or conversations with patients more powerful? • Demonstrate it in the detail and leave it behind with a short URL.
3 BE LOGICAL, NOT LINEARConversations never follow the path you sketched outon a white board. • Hot spots and callouts let reps drill down into the data or ideas the physician is most interested in. • Multiple paths create a sense of discovery. • All while keeping the detail in the 2-minute window.
4 SHOP, DON’T DROPShort are the days of Trunk Stock. Today’s docs wanta more personal, flexible leave behind. • We have content physicians want: tools that support their patients. • How can we merchandise that in a way that lets docs choose? • And deliver it to them any way they want.
STORY BUILDING, 5 NOT STORYTELLINGThe iPad can create a virtual lab, an interactive OR, orany other space you might want to collaborate in We can build scenarios together. • That reflect the practice’s real patients. • And demonstrate the impact of a therapeutic.
FIRST MOVERS IN HEALTH CARE Truly mobile sites By 2015, more people will access the web from mobile devices than from computers. Over half of physicians are already accessing the mobile web more than 5x/day in their practice. BUT: Only 4% of pharma websites are mobile friendly.Morgan Stanley, 2010Manhattan Research, 2011The Lathe, 2011
FIRST MOVERS KNOW:It’s not just about the experience.Desktop websites are not designed for small screens.Some say that mobile could become a mandate.• Logo• Branding• Claim• Indication• ISI
BEST PRACTICE: MERCK’S JANUMET• Great, touch-friendly design with big buttons, clear graphics• Safety information snippets at top of page.• Phone numbers are active – just tap to start a call
BEST PRACTICE: SANOFI-AVENTIS’ LANTUS• One of the first mobile sites and still one of our favorites• Dashboard-style navigation• App-like navigation
BEST PRACTICE: NOVO NORDISK’S VICTOZA• Strong branding• HCP focus• Easy scroll text pages
FIRST MOVERS IN HEALTH CARE Value around the pill Relationships aren’t built on price and product - they’re built on unique value. We create product + programs designed to build more lasting relationships with brand stakeholders and deliver lasting sales (not just trial and new acquisitions).
TOOLS THAT EMPOWER PATIENTSSanofi-Aventis created GoMeals to support people managing theirdiabetes. The clever app has calculators and tools that makemealtime decisions easier. ~3,000 people per monthvisit the GoMeals site. The app itself has 264 reviewsacross two app stores with an average rating of 3.5 – 4 stars.
TOOLS THAT POWER BETTER CONVERSATIONSKing Pharmaceuticals’ PainBalance site brings together anincredible collection of tools – from clinical aids to surveys,educational content, REMS, and more. The site’s visual aids are themost impressive components – they’re exam room ready and in formats for nearly every device. The site has earneda lot of time and attention – rating as many as 15,000 visitors in a month and 4-6 minutes of time per visit.
AND TOOLS THAT POWER LASTING COMMITMENTS50% of people who should get colonoscopy screenings choose notto. The reasons are familiar: it’s scary, the prep is awful. Salixdecided to create a tool that answered all their real questions – inthe voice of someone like me. • Up to 50,000 visitors/month • Used on provider sites • 30,000 requests for printed copies • 200 hospital requests • 2,000 HCP requests
FIRST MOVERS IN HEALTH CARE Warm leads from the marketing suite Marketing strategies and tools have usually been designed to support or augment the sales force. But, some pharma companies are rethinking that: they’re using marketing to create warmer handoffs and make personal connections.
PFIZER CREATED A TRULY HUMAN- CONNECTED PROGRAMPfizer took the lead on creating an esampling programthat supported – instead of competed with – the salesforce. Reps have 48 hours to choose to respond to esample requests in person. If they don’t, the esample is automatically shipped to the OB, and that office can be added to a “no see” marketing list. All esample requests are automatically referred to the relevant sales rep (based on zip code or practice address).
FIRST MOVERS IN HEALTH CARE New metrics and ROI models One of the critical success factors to creating sustainable investments in new mediums is getting the right metrics in place: How will we ultimately judge ROI, and what performance indicators are essential to watch along the way?
NEW METRIC #1: SUSTAINED BEHAVIOR CHANGEPharma is supporting real change. • It’s not about taking one drug or asking one question. “Theres a huge disconnect between • It’s about making better choices, one our long-term by one, every day. aspirations and moment-to-moment choices.” Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health
NEW METRIC #2: RETURN ON REPUTATION“Ads can’t change people’s minds, only actionscan.” • Invest in places they can make a difference. • And let people tell each other what kind of company Pfizer really is.Sally Susman, SVP and chief communications officer for Pfizer
NEW METRIC #3: SERVICE RATINGSGSK took a big step toward building lastingrelationships with health care providers andregaining the public’s trust. • In an effort to sync its actions with its values. • GSK moved revolutionized its sales incentive model. • And, quickly won the #1 preferred sales force of PCPs.
CHANGES WE SEE AHEAD• What we’re watching for 2012 and beyond
CHANGES WE SEE AHEAD Personal clouds NFC Gated social communities Internet TV (finally) Connected cars and houses
CHANGES WE SEE AHEAD Personal cloudsThis is not the post-PC era. The PC will be alive and well, but the personalcloud will replace the PC as the location where users access their content.We’re already seeing people interact with cloud services like AmazonMusic, Netflix, Google Docs and Apple’s iCloud.
THE ERA OF SCREENS, PART 1 FROM: SYNCHRONIZE ALL YOUR TO: SAVE ONCE, SEE ANYWHERE DEVICESBy 2015, the biggest difference we’re going to see between aconnected TV, AIO PC and tablet may be the screen size.
CONSUMERS CAN USE SHARED SERVERS OR AT-HOME HARDWARE TO CREATE THEIR OWN CLOUDIn this age of personal curation, the things we save andcreate can be accessed on any device we touch. DIY Cloud
CHANGES WE SEE AHEAD NFCNFC facilitates spontaneous, impulse-driven interactions due to thesimplicity of its use. Simply tap an NFC touch point with your phone, andinitiate some kind of relationship with a company.
THE NEXT EVOLUTION OF ENGAGEMENT ISN’T TYPING OR EVEN SCANNING, IT’S TAPPINGThis is the kind of “ah ha” ease of use that inspires rapidadoption and bridges the technology divide.
THAT IS, AS SOON AS THE HARDWARE CATCHES UP…Today, most of the new Android smartphones have NFC.But Apple and RIM have been slower to adopt.See the full list: http://bit.ly/nfclist
WE’RE ALREADY SEEING TEST CAMPAIGNS
WHAT ELSE COULD MARKETERS DO?Prompt immediate joining or opt-ins:Initiate a phone call, text, or email:
CHANGES WE SEE AHEAD Gated social communitiesSites like MySpace and Facebook are designed to attract a broad base ofusers. Newer breeds, like Small World and the forthcoming DiamondLounge, are building business plans based on exclusivity and the age-oldcustom of keeping out the riffraff.
OMG, MY MOM JOINED FACEBOOKOur human need to share things with our friends andfellow travelers is balanced by a need for intimacy with“people like me.”
THE FIRST BIG MOVER IN GATEDCOMMUNITIES IS ACTUALLY A MACRO COMMUNITY
WHAT’S NEXT: MICRO HEALTH SUPPORT NETWORKSAd hoc groups of 10-15 that include your actual care team
CHANGES WE SEE AHEAD Internet TV (finally)We’ve been talking about Internet TV since at least 2003. Thetipping point seems to finally be here. And the difference isbandwidth. The devices that are popping up to take advantage ofthe new combination of connectivity and content range fromnewbies like Roku to gaming platforms like Playstation and oldhands at TV like Sony.
THE ERA OF SCREENS, PART 2Internet TV makes programming more vast and morepersonal. Now living room content can come fromanywhere – not just a cable provider.
WIFI IS BUILT IN SO THAT YOU CAN SEARCH WHILE YOU WATCHInstantly asking questions to Dr. Google, WebMD, or YouTube – rightfrom your remote
CHANGES WE SEE AHEAD Connected cars and housesThe industry has not made real connectedness happen as quickly as itshould have, in large part because of fragmentation. Today, there are fewways to establish peer-to-peer connections between devices in the home.But this fall, the industry finally started coming together to establishthose standards. The new age of connectivity will be powered by yourhandheld device – increasingly acting as a remote control to your home,car, and world.
FORD AND TOYOTA ARE CREATING IN-CAR HEALTHMANAGEMENT SYSTEMS THAT MONITOR REAL-TIME BIOMETRICS ECG (electrocardiogram) tracking through the steering wheel Bluetooth integration of Medtronic’s continuous glucose monitor Reminders and touchscreen control of WellDoc’s disease management support Real-time allergy indexes from SDI Health
DIGITALTRENDSChanging the frontlines of healthand wellness marketing in 2012