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Bluelight Mobile DigiPharm presentation

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Mobile presentation from Bluelight Digipharm pre-workshop. Covering why pharma should be thinking about creating seamless digital experiences that work across all devices. Healthcare and patient stats …

Mobile presentation from Bluelight Digipharm pre-workshop. Covering why pharma should be thinking about creating seamless digital experiences that work across all devices. Healthcare and patient stats on mobile usage. Thoughts on whether to create mobile content or develop apps.


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  • Ian Carrington Google
  • Mobile isn’t the next big thing – its already very much upon us, the question for every brand and company ……are you ready?
  • What is driving this? Our customers, they already expect this. How many devices do you use in a day?
  • 27%
  • Health care professionals typically carry their own phone while at work, and much higher smartphone usage No one mobile handset or network dominates supply, but Apple is the most popular This usage is primarily for communicating with colleagues, although using smart phone functionality is also a significant factor, they are using their devices on the go, searching for content Apps need to be useful in day to day practice, aid communication or content on mobile device such as BNF, or news and work across multiple handsets
  • Mobile web optimises natural browsing and search habits to get any and all users on to the site across all smartphones and feature phones.User journey – email, mobile web, social networks etc
  • How is your site useful for consumers Think about content, campaigns, service and sales How will people use the site objective, location, dwell time A personal experience: your site can remember your users
  • They are expecting growth to 25% of traffic coming through mobile devices. Smoking app launched last yearThey will be joined this month by NHS Direct, with the launch of its Android symptom checker app, which has given Guardian Healthcare a preview of its beta version. The app is currently in its final phase of testing and should be available to download from the Android market by the end of May, joined by a version on the iTunes app store (for iPhones and the iPod Touch iPad) during June.
  • Nearly 30% of apps downloaded, are only used once (Localytics, January 2011)Less than 5% of free apps are still in use a month after first usage (Pinch media)Are we providing content doctors or patients need on a regular basis?Optimised or mobile sites reach a wider audience and aren’t dependent on device. This is should be first step, then reviewing metrics
  • Reason for Success: Entertaining , its free to download, had a wide seeding strategy and linked to other marketing activityWhat is your app for, benefit to user and think about how are you going to promote it?
  • Creating mobile experience shouldn’t be expensive or difficultFor mobile website sites, you should supply the same content, just displayed in a friendly formatConsider the purpose of apps and create a lifecycle for the brands
  • 3G, WiMAX, and DVB –HLTE, NFC, and mobile AR
  • Transcript

    • 1. MOBILE
      Sam Walmsley
      Bluelight: DigiPharm pre-workshop
    • 2. ‘If you don’t have a mobile strategy, you don’t have a future strategy’ Ian carrington, google
      2
    • 3. Mobile – the next big thing?
      Its already very much upon us, the question for every brand and company is, are you ready?
      3
    • 4. Consumers now expect more
      I want what I want, when I want it, where I want it
      I want content independent of location, platform, time or nature of request
      I want no restrictions, and I want it portable
      I want seamless multichannel experiences
    • 5. Different usage habits by location
      Orange Unrestricted
      media diary: based on ALL usage of mobile media and entertainment across the seven days
    • 6. Different usage habits by location
      Orange Unrestricted
      media diary: based on ALL usage of mobile media and entertainment across the seven days
    • 7. Different usage habits by location
      Orange Unrestricted
      media diary: based on ALL usage of mobile media and entertainment across the seven days
    • 8. Different usage habits by location
      Orange Unrestricted
      media diary: based on ALL usage of mobile media and entertainment across the seven days
    • 9. 9
      Smartphones forecasted to over take PC shipments in 2012
      Business Insider Nov 2010
      Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide (50% over the next 3-5 years)
      comScore, Sept 2010
      Approximately 0.8% of all domains are likely to have mobile-friendly content. dotMobi, April 2009
    • 10. Smartphone ownership for HCPs
      10
      HCP stats: D4, General Population stats OfCom 2011
    • 11. Healthcare Professionals: UK (D4)
      Mobile phone ownership by doctors is almost universal
      81% own a Smartphone
      iPhone most popular (46%)
      87% of doctors carry and use their mobile at work
      Primary use is communication with colleagues (phone, text and emails)
      59% use their device for accessing content
      30% run software or apps related to work
      11
    • 12. Mobile web is for everyone….Are we getting it right?
    • 13. Some giants are adapting well to mobile
    • 14. In Healthcare – BoehringerIngelheim
    • 15. In Healthcare – Pfizer
    • 16. Pharma using Flash – not compatible with mobile devices
    • 17. Does it matter?
      Just 12% claim that they don’t find
      anything irritating about their mobile
      browsing experience
      25% of consumers say they would
      never visit a site again if they had a
      negative experience on their mobile
      Source: 2010 YouGov/Brandbank report
      Smartphone ownership by healthcare professionals (81% D4) is much higher than general population (24% Ofcom)
      HCPs are using their devices more for searching for content than using apps on their devices
    • 18. Another challenge for pharma
      Mobile & SEO best practice have similar needs
      Reducing download times of site, optimise images
      Improving or using quality technical coding
      Reducing use of Flash
      Clear descriptions on meta tags, title tags, h1 tags etc
      This approach, improves the ability for people to find your content through search engines
      Optimising for search, will mean a simple mobile strategy can be put into place for your customers
    • 19. Are you going to mobilise your website or create something new?
    • 20. Metrics are key to mobile journey
      Most popular mobile devices for accessing NHS information via the internet were:
      iPhone - 61%
      iPod Touch - 17%
      Traffic to NHS Direct from mobile devices increased from 3,000 to 155,000 users a month in the last year, so developed a mobile optimised content
      NHS Direct app – symptoms checker to launch June 2011
      Quit smoking app launched in 2010, along with alcohol units app
    • 21. An iPhone strategy is NOT a mobile strategy, it is an iPhone app
      21
    • 22. As in industry we are investing in apps
    • 23. Browsers are more popular than apps
      7 out of 10 European mobile media users choose to find information and content via a browser rather than apps
      59% of mobile media users who search the Internet via browser do it at home
      70% of mobile media users who search the Internet via browser do it on the move
      Source: Orange 2010
      23
    • 24. Most successful branded free app
      Only 20% of branded apps reach 1,000 downloads (Deloitte 2011)
      Only 1% reach 1 million (Deloitte 2011)
      The most successful branded app is from a regulated industry
      Barclaycard: Waterslide Extreme game
      Downloaded 12 million times
      Average 2.5 minsx 4 sessions per user
      120 million mins of brand engagement
      Most popular app across 57 countries
      24
    • 25. Implementation: Mobile Journey
      25
      Promotion
      Measurement
    • 26. Considerations
    • 27. Integratingdigital mobile
    • 28. Ignore Technology Hype
      Acronym overload: Following 3G, WiMAX, and DVB -H, it is now time for LTE, NFC, and mobile AR to take center stage
      Disruptive technologies, will take years to become mainstream
      Embracing mobile does not mean jumping on app bandwagon
      Customers will ignore apps after they download if provides no value
      Think about how mobile can deliver clear consumer benefits via a convenient user experience and integrate into your other channels
      28
    • 29. How many of you have a mobile strategy?
      The majority of companies either do not have a mobile strategy or are only just starting to build one
      MUST integrate mobile as part of their overall corporate strategy as a matter of some urgency
      Create a roadmap for 12 – 18 months
      Four core mobile disciplines:
      strategy and vision;
      organization and implementation;
      measurement and metrics;
      Only then focusing on technology
      29
    • 30. Questions
      Sam Walmsley
      sam@bluelightpartners.com
      @sammielw
      30