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2015 Digital Trend Report

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What’s trending in 2015 for wearables, virtual reality, consumer technology adoption? Find out (and more!) in GSW’s third report of their 4-part annual trends series: Digital Trends. With a unique perspective on behavioral trends at the cross section of digital + health, the report outlines the top eight trends expected to change the landscape in 2015.

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2015 Digital Trend Report

  1. 1. DI GIT AL 20 15 DIGITAL TRENDS MARKETING CONSUMER DIGITAL HEALTH
  2. 2. 20 15 DIGITAL TRENDS Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, healthcare, digital experience, and consumer expectations. In this report, you’ll find the top eight trends in digital, each with clues into new possibilities and examples of brands that got there first.
  3. 3. 20 15 Abigail Schmelzer Alex Brock Andrea Evans Angela Cua Azul Ceballos Bruce Rooke Campbell Hooper Charles DiSantis Chelsea Bailey Duncan Arbour Eduardo Menendez Eric Davis Fred Harrison James Tomasino Jeffrey Giermek Jeffrey Wilks Jessie Brown Joe DeSalvo John Mucha Joy Hart Julie Valka Kathryn Bernish-Fisher Kevin Nalty Leigh Householder Luke Hebblethwaite Matt Groom Mike Martins Nick Bartlett CORE CONTRIBUTORS Nicole Sordell Pavithra Selvam Phil Storer Richard Martin Rick Summa Sam Cannizzaro Sarah Brown Sayeed Anwar Scott Raidel Stefanie Jones Zach Gerber 20 15 DIGITAL TRENDS
  4. 4. At the core of our innovation practice is a simple idea: Knowing how people’s expectations are changing lets us capture new market opportunities, take smart risks, and spur innovation We start by uncovering clues. Clues are data points, great stories, quotes, and pictures that shift our understanding of what people want right now. We find them in practices around the world and in the technologies, brands, and experiences that doctors and patients encounter in their everyday lives. Over time, those clues combine and connect to reveal trends, a new kind of inspiration for creating experiences in the moments before our customers realize they need them. And months and years before our competitors realize the same thing. 20 15 DIGITAL TRENDS
  5. 5. We’re following eight trends that show how the digital landscape will be changing in 2015. More Distractible Than Goldfish Tech For Everyone (Really This Time) Virtual Reality Is Finally Reality Disappearing Technology Competition for the Next Big Thing Let’s Play The Website Is Dead Healthcare Brings DTC to Digital THE TRENDS 1. 2. 3. 4. 5. 6. 7. 8.
  6. 6. 1. IN SHORT Our always-on digital lives have diminished our attention spans to 8 seconds – 1 second less than a goldfish. Which means this is the only part of this trend you’re likely to read.
  7. 7. 1. MORE DISTRACTIBLE THAN GOLDFISH On average, an office worker checks their email inbox 30 times per hour. —U.S National Library of Medicine, 2013 49% 17% Percent of words read on web pages with 111 words or less Percent of page views that last less than 4 seconds
  8. 8. FIRST PAGE OR NO PAGE Thanks to smartphones, tablets, the expansion of free Wi-Fi, and reliable 3D, the people around us are constantly clicking and tapping their way to new information. They’re Googling for instant gratification and quick fixes. And if they don’t find it in seconds, they’re likely to abandon the effort entirely. The cause of this hurry-up-and-give-up behavior is our vanishing attention spans. Today, digital experiences have to capture users in just a few seconds and may not have much more time than that to really engage them. That sets a much higher bar for both information design and long-tail search. 1. MORE DISTRACTIBLE THAN GOLDFISH
  9. 9. REWIRING OUR MINDS 1. MORE DISTRACTIBLE THAN GOLDFISH Technology is altering human physiology. Some of the impact is positive: better visual skills or devotion of our “cognitive surplus” time to creating and engaging. Other effects, like loss of memory and attention span, are less favorable. Those new memory problems could be a particular challenge for healthcare as some 80% of people go online for information about a medical condition or drug. A rather typical session of online browsing can create an information overload and make it harder to file away information in your memory, according to Dr. Erik Fransén, professor of computer science at Sweden’s KTH Royal Institute of Technology. Our modern digitally-dependent consumer is in need of both more reminders and more creative ways to make ideas and information stick. —eMarketer, 2014
  10. 10. MINIMIZING MESSAGING 1. MORE DISTRACTIBLE THAN GOLDFISH Brands are adapting to the change. They’re scaling back the long lists of features and benefits to connect in shorter forms with smaller messages. Social channels like Vine, Instagram, and Snapchat have created the forum to communicate in this sound bite exchange. Marketers have found incredibly creative ways to play in this space. Photo contests are a great way to increase your brand’s visibility on Instagram. Using a hashtag pertaining to your contest will make it easy for you to collect photos from your followers.
  11. 11. 1. MORE DISTRACTIBLE THAN GOLDFISH Lancôme’s Project #bareselfie dared women to post pictures of themselves without makeup. That instagram-action generated 50% of the sales for its newly launched DreamTone serum product line. Oreo owned nearly 10,000 engagements with its 15-second showcase of its new MiniDelivery service. (Where do we get one of those cute mini forklifts?) Ford made its smart “Park Assist” feature look even more speedy and sleek by showing it off it in hyperlapse.
  12. 12. 2. IN SHORT The wave of technology adoption is finally coming to shore with new technologies and tools designed specifically for late adopters.
  13. 13. 2. TECH FOR EVERYONE (REALLY THIS TIME) —UN Study “Cell phones are one of the most effective advancements in history to lift people out of poverty.”
  14. 14. 2. TECH FOR EVERYONE (REALLY THIS TIME) US Smartphone Penetration —The Next Web
  15. 15. THE WAVE REACHES THE SHORE 2. TECH FOR EVERYONE (REALLY THIS TIME) For years, we’ve been on the crest of the wave of digital development. New technologies and devices have been brought to market at a pace that’s kept early adopter’s wallets open. Most of these innovations are designed with the middle majority in mind: X, Y, Z generations with income greater than $40,000 per year. No doubt, this group will continue to be a viable market as they move on to the NBT (next big thing). Facing saturation and intense competition for existing technologies in that middle majority market, some brands are looking to new niches, bringing waves of innovation to shore for the first time. For example, as US smartphone penetration surpasses 70%, the tail of the trend line (laggards and skeptics) is receiving unprecedented attention from digital innovators. People with lower incomes, immigrants and elderly populations are a few groups that are slowly but surely coming into focus.
  16. 16. SMARTPHONES AND APPS BUILT FOR NEW NICHES 2. TECH FOR EVERYONE (REALLY THIS TIME) “Forget what you may have heard about a digital divide or worries that the world is splintering into ‘info haves’ and ‘info have-nots’,” Bill Clinton wrote in Time Magazine. “The fact is, technology fosters equality, and it’s often the relatively cheap and mundane devices that do the most good.” Innovators are opening new markets by bringing that mundane innovation to people who need it most:
  17. 17. 2. TECH FOR EVERYONE (REALLY THIS TIME) Wipit is a mobile wallet service partnered with Boost Mobile (prepaid cellular service). Their latest product is designed specifically for people who may not have bank accounts. Users can add cash to accounts at retail stores and set up direct deposits to their Wipit account with payroll or government assistance checks. Quippi is a cross-border gift card service targeted at new immigrants. US consumers send over $23 billion to Mexico every year via international money transfers that have associated fees. By buying gift cards, the immigrants realize the savings as retailers pay the fees in exchange for the guaranteed business. Jitterbug phones are easy-to-use mobile phones designed specifically for seniors. Large numbers and displays aid the sight-impaired while enhanced speakers allow for clear conversations. A special button allows for one-touch emergency medical alerts, and additional services include unlimited direct access to nurses and doctors.
  18. 18. 2. TECH FOR EVERYONE (REALLY THIS TIME) The year select countries in North America and Europe will surpass 50% smartphone user penetration among total population.
  19. 19. INVENTIVE APPROACHES TO OLD PROBLEMS 2. TECH FOR EVERYONE (REALLY THIS TIME) It’s not just the front-end interface that’s changing, it’s the back-end, too. Developers are using tools and data to find new ways to make everyday technology more useful and meaningful to later adopters. A Chinese company recently demonstrated the ability of 3D printing to rapidly fill a need for fast, affordable housing. The team constructed 10 houses in less than 24 hours. Built from predominantly recycled materials, these homes cost less than $5,000 and could be built to ease housing crises in developing countries or more quickly respond to weather-related disasters. Small home constructed from 3D-printed building blocks (Image: Winsun New materials)
  20. 20. 2. TECH FOR EVERYONE (REALLY THIS TIME) INVENTIVE APPROACHES TO OLD PROBLEMS In Africa, Vodacom is using cell phone bills to spot in-community entrepreneurs who can potentially get more devices to more people. They’re looking for people who have an abnormally high volume of calls, a sign that owners are renting their phones to neighbors. Vodacom offers those heavy users the opportunity to operate their own phone kiosks and earn 1/3 of the revenue. In Japan, DoCoMo is seeing its growth with the elderly and their families as the country ages faster than any other developed society, with 23% of the population already 65 or older. They’re thinking beyond devices to information exchange. For example, its “Tsunagari Hot Support” allows family members to check on elderly loved ones by geotracking their phones—spotting everything from number of steps and exercise to current location.
  21. 21. 2. TECH FOR EVERYONE (REALLY THIS TIME) APPROXIMATELY 78 PERCENT OF THE POPULATION IS LOW INCOME WORLDWIDE Based on Purchasing Power Parity (PPP) —World Resources Institute —World Bank —UN and US Census —A.T. Kearney Analysis
  22. 22. 3. IN SHORT After years of talk and hype, virtual reality has finally come of age and the experience is even better than early adopters promised. (Aren’t you glad you waited?)
  23. 23. 3. VIRTUAL REALITY IS FINALLY REALITY Percent of users that like it when brands, products or entertainment make an active attempt to capture their imagination 78% Millennials 71% Gen X 64% Boomers
  24. 24. IMMERSIVE EXPERIENCES 3. VIRTUAL REALITY IS FINALLY REALITY In 2014, the best way to connect with the world was to unplug. People called it JOMO (Joy of Missing Out), a celebration of escaping the endless feed of vacation photos, dinner destinations, and status updates. In 2015, the best way to connect with the world will be to explore it – from wherever you might physically be. This new generation of virtual reality makes it possible to do just that with immersive experiences that let you touch, explore and connect with an environment that feels like it’s all around you. The leading technology is Oculus Rift. It’s a headset display that kind of looks like scuba goggles and provides a fully immersive 3D experience that makes you feel like you are actually in a game or destination. By moving your head from side to side or walking around you can get a 360-degree view of an entire virtual space. Facebook spent $2 billion to buy the Oculus Rift technology. Then Google created a DIY version that looks more like the Viewmaster you might have grown up playing with. Their cutting-edge virtual reality experience starts with a piece of corrugated cardboard and a handy X-ACTO knife.
  25. 25. 3. VIRTUAL REALITY IS FINALLY REALITY MAKE YOUR OWN You can make your own cardboard 3D viewer. A great little kit at Google I/O showed the way. Ingredients: • Cardboard • Lens • Magnets • Velcro • Rubber band • Android phone • Temporary use of favorite construction items: ruler, glue, scissors, and an X-ACTO knife
  26. 26. A NEW LEVEL OF REALISM Whether you’re racing around a battlefield in a sophisticated war game or exploring a new treatment facility, these virtual environments have a next generation feel of authenticity and realism. A big driver of that reality is the capture. Cameras collect every inch of a 360-degree view. Sophisticated sound algorithms trick the brain into thinking that it’s present by moving sounds around the ears just like in the real world. You can explore a historic castle and hear the birds chirping in the trees. Ride a roller coaster and hear the whipping sound of screams. Or even head into an operating room. Rémi Rousseau and Dr. Thomas Gregory, Professor of Surgery and Medicine at the Paris Descartes University and Georges Pompidou, surgeon at the European Hospital recently brought GoPro cameras into the operating room to capture a total hip surgery. The resulting footage gave a 3D, high resolution, first-person view that could then be implemented into an Oculus Rift, giving the medical student a never before seen look into what the experienced surgeon actually sees. 3. VIRTUAL REALITY IS FINALLY REALITY
  27. 27. FIRST PERSON “SHOOTER” Virtual reality is changing more than gaming. Producers are creating movies for the Oculus Rift that let viewers be part of every scene. Brands are immersing consumers with first-person perspectives—actually putting them in a video as if they are, themselves, holding the camera. Some are adding addictive “choose your own adventure” elements that let the user control the story. A travel agency in the UK developed this video to promote their ability to customize your perfect holiday. Over the course of the video, the viewer makes choices (i.e., go to the beach or lay by the pool; intimate dinner or cocktails and sunset). In effect, they are drawn in to the experience in a very real way. holidayopenday.co.uk/en/flash 3. VIRTUAL REALITY IS FINALLY REALITY
  28. 28. DISAPPEARING TECHNOLOGY IN SHORT 4. When you put the right information in the right place, technology can quietly change our lives without interrupting them.
  29. 29. 4. DISAPPEARING TECHNOLOGY Apple’s iOS automatically updates apps in the background so you don’t have to, keeping you up-to-date and limiting vunerabilites in the software. Carbonite cloud services back up your computer files automatically, making sure you never lose your important digital information.
  30. 30. 4. DISAPPEARING TECHNOLOGY PERVASIVE EQUALS PERSUASIVE David Rose, instructor at the MIT Media Lab and CEO at Ditto Labs, has been a long-time proponent of more ambient technology that spreads information thinly throughout our lives. To him, the glowing screen of our ubiquitous cell phones is the enemy of creating technology that can really change our lives. “I think about the cellphone and all the amazing things you can do with a cellphone and apps, but the problem is it monopolizes your attention. Most of us are staring into this most of the day,” Rose said. “There’s an opportunity to become unglued from this screen and spread the apps into everyday objects, including desks, clothes, jewelry. It’s a much nicer way to interact with technology.” His product, GlowCap, was a first-mover in a now booming category. The smart medicine caps glow when it’s time to take a medication. The reminders can escalate from subtle to insistent: devices glow, then make noise, then send a text notification or dial your home phone. Rose imagines a healthcare future that is much more delightful. One that gently nudges us instead of wagging a finger of shame.
  31. 31. 4. DISAPPEARING TECHNOLOGY CAREGIVING TAKES THE LEAD Companies like AT&T and DoCoMo are repurposing the elements of digital alarm systems into remote caregiving assistants that help people who are growing older stay independent longer. Contact sensors can quickly update a caregiver’s dashboard to show when an aging relative took a medication, got out of bed, or used the bathroom. The technology doesn’t capture any video or interrupt the homeowner, it simply and quietly keeps track of key metrics of independence and mobility. The promise of this new era of disappearing technology is keeping people safe and keeping caregivers informed without feeling the pressure or presence of that technology. AT&T Digital Life Care uses sensors placed around the home of an elderly family member to send caregivers alerts and information.
  32. 32. 4. DISAPPEARING TECHNOLOGY TECHNOLOGY THAT ISN’T TECHNOLOGY This kind of “glanceable” information is already part of much of our consumer lives. Many of the devices we use every day are designed to accelerate better decision making by spreading information thinly. The disappearing color strip on disposable razors is an ambient reminder to buy a new pack. Your low fuel light warns that the gas tank is almost empty. Even the receipt tape in cash registers turns pink when it’s nearly run out. The big move in 2015 is moving beyond consumables to spread information thinly in more meaningful parts of our lives.
  33. 33. 5. IN SHORT Remember five years ago when you’d never heard of an iPad? Now, smart watches, mobile payments and a new generation of wearables are competing to be the next necessity you never knew you just had to have.
  34. 34. 5. COMPETITION FOR THE NEXT BIG THING —IMH Predicted Smartwatch Adoption
  35. 35. 5. COMPETITION FOR THE NEXT BIG THING WATCH THE WATCHES 2015 may kick off a new era of smartwatches, fueled by Apple’s January launch. In fact, some are saying that the Apple watch could be the next Swatch, a bright plastic time piece Gen Xers will remember as the watch that made watch collectors out of teenagers. Sure, the first round of smartwatches—like Samsung’s Gear Live or LG’s G Watch— didn’t exactly have people camping out in front of their local electronics stores, but ones premiering in 2015 are expected to be notably different. The Apple watch is an intriguing extension of the smartphone, created at just the time that so many of us would like to look up and away from our glowing screens. It’s tightly integrated with iOS and offers all kinds of styles and features. The Asus ZenWatch is going another way entirely, bringing the elegance of a classic wristwatch with the connectivity of Android Wear. Samsung is taking another interesting at-bat, too, with the Gear S that works almost entirely without a smartphone at all.
  36. 36. 5. COMPETITION FOR THE NEXT BIG THING GO AHEAD, TAP TO PAY Many are betting that mobile payment’s time has officially come. Retailers, banks and telecoms have been experimenting with products and pilots for years while consumers remained on the fence. But the numbers have started growing at a compelling speed. In the U.S., for example, values doubled between 2012 and 2013 to reach $1.59 billion. That’s projected to nearly double again to $3.5 million through 2014. Local attitudes toward mobile payment are a huge multiplier for uptake. For example, analysts are predicting that mobile payments in China could be worth USD 1.4 trillion by next year. Integrated loyalty programs have made early winners even more successful. Starbucks, for example, has a app that integrates mobile payments with quick-earn rewards. It receives over four million mobile wallet payments per week – that’s 11% of its entire business. —eMarketer, 2014 —Monitise Insights, 2014
  37. 37. 5. COMPETITION FOR THE NEXT BIG THING —eMarketer Predicted Mobile Payment Market
  38. 38. 5. COMPETITION FOR THE NEXT BIG THING WILL YOU FINALLY PUT ONE ON? Wearables are stepping back up to the plate with a new generation of sensors that go way beyond the wrist. Each is designed to make affordable tracking addictive to a special niche of consumers. And, it starts as soon as the crib. The Owlet Smart Sock wraps around an infant’s ankle to do way more than a baby monitor ever could. The companion app monitors body temperature, heart rate, blood oxygen level, sleep quality and rollovers. Clothes are getting smarter, too. Sports bras can track your heart rate. Shoes can know how high you can jump. And something like a cuff link can monitor so much more. It’s called a Notch and it snaps on to clothing to give users access to all the functionality of an accelerometer, gyroscope and magnetometer in a dynamic wireless network that communicates to its paired smartphone. Its goal: Let people track their real physical prowess to compete against peers around the world. Owlet Smart Sock The Notch Wearable Device
  39. 39. 6. IN SHORT Games have already changed the way we interact with media. Now those same dynamics are changing the way we engage with our people, information and even our health.
  40. 40. 6. LET’S PLAY “The beauty of a game is that it gives you a goal.“ - Debra Lieberman, publisher of the new Games for Health journal
  41. 41. 6. LET’S PLAY Not Just For Boys —Entertainment Software Association 45% 31% 45% of all game players, and 46% of the most frequent purchasers of games, are female. Adult women make up 31% of the game-playing population.
  42. 42. 6. LET’S PLAY GAMING HAS BECOME MUCH MORE SOCIAL Did you know that almost 60% of Americans play games? Erase that image of a masked Grand Theft Auto hooligan from your mind. More people are playing puzzle, trivia and casual social games. The numbers are pretty amazing – they tell us that more adult women than teenage boys play, that the average age of a gamer is 30, and that 62% of gamers play with someone else, either online or in person. Casual social games have exploded the number of people playing, but the big, more immersive games have exploded the way people are playing. Console games connect players from around the living room or across the world. They can compete, team up on challenges or even foil another user’s best efforts when they are offline. 60% Almost 60% of Americans play games.
  43. 43. 6. LET’S PLAY GAMING COULD CHANGE YOUR JOB Sure, it’s had some pretty awful names (“gamification,” “gamify”, . . .eeeesh) but the idea that using the principles that make games so addictive to make other kinds of learning and engagement better, too, is becoming more and more popular. Employers and HR teams are looking to gaming to help employees navigate complex corporate systems and trainings. They’re adding elements of entertainment, play and multimedia to pump up engagement. They’re also using it to promote more desired behaviors in everything from goal setting (e.g., income) to personal wellness (e.g., savings). There’s a big watch out, though. Design matters more than ever when you’re playing games. Brian Burke, a Gartner analyst specializing in enterprise architecture and gamification, estimated that “80% of gamification initiatives will fail by 2014 due to bad design.” Last asked, he didn’t expect any improvement in the numbers in the years ahead.
  44. 44. 6. LET’S PLAY AND EVEN CHANGE YOUR LIFE Ben Sawyer, one of the original advocates for using games to improve competency and outcomes in health, described the problem we’re up against in six simple words: “The interface of healthcare is broken.” Said another way: We’re just not engaging people. We give them complicated brochures and an entirely new language of acronyms and science. We charge them with requirements, but offer them few rewards. Games are a way to break through all of that and create simple experiences people want to use. Experiences we’d actually take with us into real life (no offense to the brochures). Remission has been showing its impact for almost 10 years. At its core, it’s a simulation game that lets players virtually fight cancer with chemotherapy, antibiotics and the body’s own defenses. Players were more engaged in their care, knowledgeable about their treatment plans, and even 16% more adherent.
  45. 45. 6. LET’S PLAY NEURORACER Neuroscientists at the University of California, San Francisco worked with developers to create NeuroRacer, an app-like game in which players swerve around other cars and try to identify specific road signs that pop up on the screen, while ignoring other signs deemed irrelevant. After older adults trained at the game, they became more successful than untrained people in their 20s. The performance levels were sustained for six months, even without additional training.
  46. 46. 6. LET’S PLAY ARCHES SAVES YOUR BACON In Utah, Arches Health Plan recently developed a gamified app for millennials to educate users about the costs of being uninsured. The app, called “Arches Saves Your Bacon” aims to give users an idea of how different behaviors affect their health risks and how much they can cost them. Arches Health Plan developed an app for millennials to educate users about the costs of being uninsured. It shows users how different behaviors affect their health risks and how much those risks might cost them.
  47. 47. 7. IN SHORT Every trend report has to declare the death of something. We’re picking the brand dot-com because digital behavior has shifted to be more mobile, more grazing, and more peer-connected than ever.
  48. 48. 7. THE WEBSITE IS DEAD —Comscore, 2014 —Inmobi, 2014 MOBILE IS PRIME SCREEN 2014 was a big year for the small screen and 2015 is expected to be even bigger. Mobile platforms – smartphones and tablets – now account for 60% of total digital media time spent. That’s up from 50% just the year before. Outside of the US and UK, mobile media time spent now exceeds TV. Apps play a big role in that shift. 51% of our digital media time is spent in apps. Radio, photo and map apps top the list, but social, gaming and directories also dominate. Social media is the #1 category in terms of overall digital engagement, accounting for 20% of total digital time spent. Social networking now generates more than 70% of its activity on mobile.
  49. 49. 7. THE WEBSITE IS DEAD DESTINATION.COM ISN’T REALLY A DESTINATION That massive shift to mobile has really only taken hold in the last two years. It’s created a second wave of internet user behavior that calls for rethinking the same old approach to the dot-com. Mobile users ask Google shorter questions, often phrased in a word or two. They’re looking for much more actionable data, less “about the product” and more about where to buy it, how to get a coupon, and what their peers think about it. Unless they’re waiting for something IRL (In Real Life), then mobile behavior looks a lot more like digital grazing than directed search. Very few brand dot-coms are created to serve any of those new needs and behaviors. The result is that as mobile use grows, website use declines. In fact, Webtrends found that 70% of Fortune 100 corporate websites experienced declines in traffic, with an average drop of 23%.
  50. 50. 7. THE WEBSITE IS DEAD Coca-Cola was ahead of the game. They declared the website dead, too, and replaced it with a dispersed publishing strategy that is way more about their customers than the brand. Their new content is driven by their Unbottled blog and delivers on their promise “Refreshing The World, One Story At A Time.” http://www.coca-colacompany.com/coca-cola-unbottled/
  51. 51. 7. THE WEBSITE IS DEAD CAN DATA TELL A BETTER STORY? It’s fitting that as brands move to a more sophisticated version of themselves online, that our analytics would evolve as well. We expect to see more holistic metrics centered around shifts in perception, relationship valuation, and brand equity. Subjective measurements from surveys and consumer feedback will win over statistics. It will be about quality over quantity. Also, the way we interact with mobile creates different metrics. Mobile content is more scroll-y, less click-y. In essence, with less clicks, measures like the click-through rate become much less relevant. We expect to see a new standardization of metrics evolve that is driven by the way we consume mobile content. For example, mobile applications measure engagement by creating an index of several criteria. This methodology will replace the traditional dot-com dashboard, yielding key performance indicators such as “engagement score.”
  52. 52. 7. THE WEBSITE IS DEAD Calculating the App Engagement Index Popularity Share of smartphone owners using the app Commitment Share of app users who access the app weekly Frequency Average number of days app users access the app Time Spent Time spent using the app
  53. 53. 8. IN SHORT Healthcare advertising is bringing the offline experience of getting healthcare online. Today, a doctor, a prescription or a dose of digital health are just a click away.
  54. 54. 8. HEALTHCARE BRINGS DTC TO DIGITAL Redirection of online research 1/3 One third of the annual 20 million online searches for the Pfizer brand took potential customers to sites selling counterfeit versions of the drug. REAL RX, REAL EASY Pharmaceutical leaders are starting to respond to a trend you might call Consumer Prime. Or the Amazonification of the Consumer. The ubiquity of online shopping options from big brand names have created a new level of trust in internet retail. Many consumers who previously feared typing their credit card information into a dot-com are suddenly a lot more concerned about finding the best deal the internet has to offer. Why stop at the store you know when an even better price (maybe with a free shipping offer!) could be just a few clicks away? We are quickly becoming used to having nearly anything we want delivered to our doorstep in 48 hours flat. Pfizer started to see this trend change its customers. Of course, pharmaceuticals can’t be bought online the same way shoes can, but increasingly sophisticated illegal online pharmacies made it look like they could be. In fact, one third of the annual 20 million online searches for the brand took potential customers to sites selling counterfeit versions of the drug.
  55. 55. 8. HEALTHCARE BRINGS DTC TO DIGITAL What are you really taking? 25% 75% 25% of men who think they’re taking Viagra are really taking a counterfeit drug. That’s a lot of lost customers. 75% of the men who buy counterfeit Viagra have actually talked to their doctor about the drug.
  56. 56. 8. HEALTHCARE BRINGS DTC TO DIGITAL CASE STUDY Viagra customers weren’t going online out of embarrassment about ED or even to avoid the doctor. They were going on to get a better deal or to avoid going to the in-person pharmacy. So Viagra went with them by launching an online store at Viagra.com. Targeted search and banner ads were designed to intercept men with ED and help introduce them to these trusted resources. Using CVS’s fulfillment engine, patients are able to fill or renew a prescription by having it ePrescribed to CVS, mailing in a paper Rx, or – even easier – having CVS call their doctors directly. The site also checks their insurance and helps ensure the best price possible for each customer. The new numbers have reportedly been very compelling. Some that Pfizer is sharing publicly include the first week impact: over 1000 orders; 14% from former Viagra users – likely those people who were already trying to reinvent how they buy prescription drugs.
  57. 57. 8. HEALTHCARE BRINGS DTC TO DIGITAL SUPPORT IN A SHORTCUT Around the world, healthcare leaders and some very unexpected sources are selling support + digital health direct to consumers. The new services range from adding value to replacing value once provided by traditional healthcare. Online pharmacy PillPack charges users $20/month to organize all their medications in convenient tear-off packs that are clearly dated. The packs are delivered every two weeks and a service called “Proactive Refill Management” takes care of any refills and prescription renewals ahead of time. PillPack medication organizer
  58. 58. 8. HEALTHCARE BRINGS DTC TO DIGITAL DTC SERVICES Telecoms like TurkCell and DoCoMo are using digital media to promote services directly to consumers. These mobile phone providers have unique access to both their customers’ devices and their data. That gives them the unique opportunity to quickly create native health experiences and track which are really changing lives. One of our favorites is TurkCell’s paid service for expectant moms. It’s a fully supportive SMS program that doesn’t require any involvement from physicians. Its next move: home monitoring service for diabetes and hypertension sufferers. Specialty drugs are making big plays in digital to connect potential customers to advocates and nurses who can help them with anything from learning about the product to working with their insurance company to get the Rx covered. Turkcell SMS Program
  59. 59. 8. HEALTHCARE BRINGS DTC TO DIGITAL DOCTOR GOOGLE? NO, DOCTOR VIA GOOGLE It’s not just pharmaceuticals that are getting in the digital DTC game. Doctors are, too. Psychology was the specialty to go first. Online counseling sessions have continued to grow in popularity and have earned their own platforms and specific professional guidelines. But other specialties—including Google—weren’t far behind. Today, telehealth providers actively market to consumers through email, search advertisements, and even social posts. Their goal: Use digital to convert people at home before they head out to anything from a clinic to an emergency room or even primary care. Google is helping doctors sell direct to worried searchers. Their Healthcare Helpouts serve up immediate access to a flat-price interaction with a physician online. They even carry their own HIPAA requirements. And, we’re guessing that advice is a lot more helpful than the symptom checkers that let you know your cough could be a cold, allergies, cancer, or heart failure. Right?
  60. 60. 20 15 DIGITAL TRENDS To discuss this report live, request another module, or schedule a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com

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