Top Ten Trends for Twenty Twelve (Canada)


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Recap last year’s Top Trends for Twenty Eleven. Learn what came true and what didn’t - and what you can learn from that
Discover the Top Trends for Twenty Twelve and how you can apply them to your own marketing plan
Stay ahead of the competition with this insider info for first movers

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  • Bonjour à tous! Je m’appelle Jay Goldman, et je suis le vice-président de la stratégie à Klick Pharma. Aujourd'hui, nous allons jeter un oeil à une introduction aux médias sociaux.Je dois m'excuser à l'avance. Mon français n'est plus ce qu'elle était alors je vais livrer le reste de cet presentation en anglais. Vous pouvez me demandez vos questions en français et je ferai de mon mieux pour y répondre.
  • 15,489,360 (44.8%) Canadians on FacebookSource: Facebook ad analytics18% of Canadians use TwitterSource: comScore April 2011,
  • Pharma Marketing Club of Quebec runs the Ask PAAB tool: Massad is listed as Chief Review Officer. We use the tool when we need guidance on PAAB issues.
  • 82% of Canadian consumers take action after finding information online:Actions include:Contacting their doctorMaking decisions about medicationsSocializing found information with othersSource: Essential Health Consumer Study, Essential Research Inc. 2009
  • From Manhattan Research Taking the Pulse Global v11.0 (data from Q1 & Q2 2011) – Canadian Segment71% of Canadian Physicians access the internet for professional purposes Several times a day23% once a dayThe rest are essentially dead24% of Canadianphysicans do not see pharma reps18% less than monthly (a few times a year)64% of physicians use pharmaceutical product websites (67% product or corporate sites – some firms like Pfizer consolidate all professional data into single sites)94% of physicians use search engines (#1) to gather professional information (93% of these folks use Google)54% have watched online video for professional purposes80% of physicians agree that “the internet is essential to my practice”
  • It’s a very unlikely space for innovation to come from but it’s true. Unfortunately more so in the US than in Canada. This is FarzadMostashari and Aneesh Chopra on stage at TEDMED2011, presenting a passionate tale about government innovation in the healthcare space. They talked a lot about the Blue Button download for personal health data and the wideranging impact of having reliable, open data on our ability to take charge of our own care. They also talked about how that’s being enabled through the government’s EHR incentive program, which is forcing US physicians to modernize and install EHRs in order to achieve a significant bonus on their medicaid payments.The Canadian equivalent to these efforts is the much maligned eHealth work our federal and provincial governments have been doing. Unfortunately, it’s been long on discussion and funding and not on results. It will remain to be seen how advances in this space south of the border impact our own system north of it.
  • This photo was originally labeled “#1 cause of traffic jams in Yosemite State Park”. We’re using it here to tell the story of Nestor, who works for the FDA. The story was shared at TEDMED2011 by Juan Enriquez, MD at Excel Venture Management, about the state of the FDA from an approval perspective. Apparently there was a regular and completely debilitating traffic jam on a certain stretch of two lane road in Washington DC at exactly 5pm every day. After much investigation, traffic services discovered that it could all be traced by to a specific driver and vehicle, who would drive below the speed limit as he commuted home. The driver turned out to be Nestor, who works at the FDA and steadfastly maintains that it’s his right to drive at whatever slow speed he feels comfortable even if it holds everyone else up.
  • This is a photo of one of the Arab Spring protests, a movement largely enabled and driven forward by social media. Technology is the great democratizer and will always find a way to make information open and publicly accessible, whether it’s instructions for rebels to march or your accidentally leaked Facebook photos. Oppressive regimes will fall if they expect technology to leave them standing, and that includes ‘old school’ healthcare regulators and lawmakers everywhere.
  • Vice Admiral Dr. Regina Benjamin, US Surgeon General, also spoke. Her talk was centered on prevention — a major emerging theme in the healthcare world — and everything the government can do to drive prevention forward. It was a refreshing perspective and one that speaks to the e-Patient movement, to personal telemetry and mHealth, and to a changing of the guard: it’s not about what we can do when you’ve been diagnosed but about what we can do to prevent you from getting sick.
  • We are all patients and we will very soon all be e-patients. The e is not for electronic, though it frequently is, but for engaged, enabled, educated, and empowered.
  • Working closely with our partners at the Digital Health Coalition and Health Central, we brought together 22 leading e-Patient bloggers and activists from a wide variety of disease states. The group met for five hours and developed the framework for an e-Patient Bill of Rights, highlighting what tomorrow’s patients are going to expect from their healthcare providers and drug manufacturers.
  • The six key tenants of the Bill are listed on this slide. This is an opportunity for pharma marketers to provide content and tools that deeply engage e-Patients, for reasons we’ll discuss later.
  • Remember the Microsoft Surface? One of the reasons to engage e-Patients is the power of what we’re calling “patient reps”.
  • In an age of shrinking sales forces and increasing numbers of busy, no-see HCPs, pharma companies are running out of options for personal promotion. Empowering and engaging patients and their caregivers creates a new ‘field sales force’ of patient reps, who are guaranteed to always have time in front of HCPs and who more often than not receive the drugs they ask for.
  • The key is to go beyond the typical, lame doctor discussion guides that are the extent of the patient enablement information and tools available on most sites. It’s a question of evolving those tools to provide highly personalized content, rich symptom tracking data, and other tools that enable e-Patients to have very technical and knowledgeable conversations with their physicians.
  • An ancillary opportunity is to provide interactive, rich media content and apps to HCPs for use at Point of Care. This can help to educate and empower patients to make therapy decisions at one of their most critical decision making points.
  • More and more of our clients are doing social media listening. We expect this to grow significantly throughout 2012.
  • Much of the listening is being done by Corp Comms teams, even on behalf of the marketing brand teams. This has been accelerated by the realization that they are already doing an analog equivalent in the form of press clipping services. This has helped them to get approval where they might have previously failed.
  • One of the biggest objections to social media listening has always been Adverse Events. That fear is starting to wane as our industry starts to understand that there aren’t nearly as many AEs out there as was initially feared. The vast majority of the AEs that do exist only meet one or two of the FDA’s four criteria for reporting.
  • Given that the technology exists and is widely available, how long will it be before we are mandated to listen? The FDA’s mandate is
  • This is from the FDA’s website.It will be difficult to argue that social media — and listening in particular — doesn’t fit into both the protecting the public health and (especially) advancing public health categories. This is not necessarily a good thing, since mandated listening may extend the boundaries of what we’re responsible well beyond a level that we’re comfortable with. It is incumbent on our industry to help the FDA understand the space and set reasonable guidelines.
  • ListenLogic Health, our listening partner, has developed a number of highly specialized reports for the healthcare industry, focusing on everything from traditional reports like volume, top sources, an influencers to health-specific topics like branded posts by patient event, patient demographics, KOLs, patient lifecycle, and unmet needs.
  • Everyone is becoming more aware of privacy online, especially as Facebook continues to “innovate” in this area. This is the year where it will really come to a head and require us as an industry to take privacy into account in ways we haven’t before.
  • This graph shows the (un)evolution of Facebook’s default privacy settings over time.
  • A good example of the impact of increasing privacy regulation: the AdChoices campaign that has resulted in all of the major ad networks including the AdChoices logo and info page on behaviorally targeted ads.
  • EHRs are finally starting to appear in the market as the US as the government’s Meaningful Use incentives are roled out through the economic stimulus package. Meaningful Use refers to a set of 15 criteria that medical providers must meet in order to prove that they are using their EMR as an effective tool in their practice. There are 10 additional criteria that are considered a la carte menu items, from which only five need to be demonstrated by the medical provider. In total, each provider must complete 20 Meaningful Use criteria to qualify for stimulus payments during stage one of the EHR incentive program. The criteria are established by the ONC with public input.Required:Demographics (50%)Vitals: BP and BMI (50%)Problem list: ICD-9-CM or SNOMED (80%)Active medication list (80%)Medication allergies (80%)Smoking status (50%)Patient clinical visit summary (50% in 3 days)Hospital discharge instructions (50%) - or - Patient with electronic copy (50% in 3 days)e-Prescribing (40%)CPOE (30% including a med)Drug-drug and drug-allergy interactions (functionality enabled)Exchange critical information (perform test)Clinical decision support (one rule)Security risk analysisReport clinical quality (BP, BMI, Smoke, plus 3 others)Menu set (pick 5 of 10):Drug-formulary checks (one report)Structured lab results (40%)Patients by conditions (one report)Send patient-specific education (10%)Medication reconciliation (50%)Summary care record at transitions (50%)Feed immunization registries (perform at least one test)Feed syndromic surveillance (perform at least one test)Send reminders to patients for preventative and follow-up care (20% > 65yrs. < 5yrs.)Patient electronic access to labs, problems, meds and allergies (10% in 4 days)
  • The Blue Button Initiative was launched by President Obama on August 2, 2010 and makes health info available for vets to download from their My HealtheVet account online. As an early innovator, the Blue Button format is quickly becoming the defacto and other companies are building tools and services around it. The VA announced a Blue Button Prize Competition on July 19th 2011 offering a $50,000 prize to the first team that builds a personal health record (PHR) using the Blue Button? download format, and arranges to install the PHR on the websites of 25,000 physicians across America.Blue Button isn’t perfect. There are lots of detractors who don’t like the plain text format and want a more structured, machine-readable data file, likely in XML. There are other structured file formats that are required of Certified EHRs to be able to read and write. The Continuity of Care Record (CCR), Continuity of Care Document (CCD) and the Clinical Document Architecture (CDA) are formats in place now, and are used to create “standard” XML messages that could allow different EHRs to send data to each other, and import it in an automated way. This is believed to be part of the next version of Blue Button.These formats open the door for pharma companies to provide tools that read in and write out these standard formats. This would be a huge advance for things like symptom trackers, able to output data that physicians can read straight into their EHRs. There’s also a strong argument that they will become defaults in Canada as well as in the US as many of the EHR vendors are cross-border and will choose to use the same export formats if there is no resistenceto doing so.
  • Advertising within the EHRs already exists today — this slide shows a Pristiq ad within a Practice Fusion EHR installation. Right now the ads are fairly untargeted, with specialty being the lowest level available. We have confirmed that a number of EHR vendors intend to release much more targeted ads within the year, even going down to the level of relating the ad content to the contents of the patient’s file. Although this raises significant privacy issues, it will offer drug manufacturers the ability to very directly place their ads in front of interested parties.
  • Finally, we see a significant opportunity in the concept of the EHR app store, a place from which physicians can prescribe apps to their patients. These will likely take the form of symptom tracker apps that automatically report back to the EHR and populate the patient’s record, enabling doctors to prescribe tracking for a period and then review the results live with their patients.
  • This is a picture of U2 performing live, surrounded by a galaxy of smartphone screens. There’s no doubt that mobile is coming, but many marketers are underestimating its current presence. Google has recently released numbers that show that 1 in 5 searches is from mobile, which means not offering a mobile experience is shutting out at least 20% of your potential traffic. As a result, Google has announced that they will be giving sites more prominence in mobile search results if they offer a mobile optimized version, and will likewise give ads for mobile optimized sites more prominence.
  • All of this has led web designers to start thinking “Mobile First” instead of mobile as an afterthought. Designing and building a proper mobile site means working with more pronounced constraints than on the desktop side, even if the opportunity for richer, more interactive mobile and local experiences exists. Designers like Luke Wroblewski, who wrote Mobile First, are calling for a rethink of the process to start with mobile and design out from there.
  • Finally: the death of the QR Code! Although we don’t think it will totally die within 2012, we expect that it is not long for this world. The QR code was a brilliant solution to a world of phones with numerical keyboards and no real ability to enter long and complex URLs, but has lost any real relevance in a world of simple keyboards and short vanity URLs.
  • QR Codes are not that different than the CueCat, which also solved a problem for marketers but not for consumers. The CueCat (trademarked :CueCat) was a cat-shaped handheld barcode reader developed in the late 1990s by the now-defunct Digital Convergence Corporation, which connected to computers using the PS/2 keyboard port and later and less commonly, USB. The CueCat enabled a user to open a link to an Internet URL by scanning a barcode — called a "cue" by Digital Convergence — appearing in an article or catalog or on some other printed matter. In this way a user could be directed to a web page containing related information without having to enter a URL. In addition, TV broadcasters may use an audio tone in programs and/or commercials that when, attached to a computer (via an audio cable) will act as web address shortcut.This solved a problem that marketers desperately wanted to know: how many people are responding to my magazine or television ads. It offered consumers no real advantage over typing in a URL, especially not when the cuecat was connected to a desktop computer anyway. QR Codes are not all that different and are, in many ways, worse: they require users to download an app on most phones, they rarely carry data beyond a URL, and they require a time-intensive process of waiting for the camera to open, lining up the QR Code, waiting for the analysis. All of those things can be more easily done with a vanity short URL and a keyboard, especially for billboards or signs that are difficult to shoot (the classic example being the real estate board on the lawn, which can be easily entered while driving by but requires someone to park and get out to capture by QR Code).
  • This is a classic example of why QR Codes won’t work. This is an ad in the NYC subway where there is no cell signal available. iPhone users would need to have downloaded an app in advance in order to scan them. None of this is possible without a cell signal. Even if users have the app installed, they can’t go to a website when there’s no signal and they can’t write down a QR Code for later reference. Even if all of those weren’t true, this ad appears over the people who are sitting in the seats, requiring you to awkwardly reach over their heads to snap a photo of the relatively tiny code.
  • There are some uses for which QR codes make perfect sense, like this customized mobile boarding pass. We’re also fans of situations in which the code encapsulates real data, like a vCard encoded into a QR Code on the back of a business card. Again — this only works with some phones but for those that work it’s a great trick.
  • We do expect the prevalence of NFC devices to increase dramatically in the next year as more hardware ships to support it. 2013 will see a significant boost if Apple delivers NFC as part of the iPhone 5 (which is widely expected to contain it). Near Field Communication allows devices to speak without photos or cables, transmitting data wirelessly (Visa PayWave cards featuring the above symbol are already in market). Google has bet big on NFC with the launch of Google Wallet, and Nokia has partnered with a Taiwanese taxi company to offer cab ordering by just touching your phone to one of their 15,000 posters.
  • Data powers everything we do at Klick. We strongly believe that data is the new creative: the critical factor that differentiates the best campaigns. The beautify of digital marketing lies in our ability to measure and optimize it, which is powered by data and analytics.
  • Although not directly related to marketing, consider the impact to personalized healthcare represented by the sub $100 genome sequence. Personalized therapies go from the land of the rich to the land of the masses. Steve Jobs spent $100,000 to have his tumor and genome sequenced (though it sadly didn’t save him). What happens to the amount of data on healthcare when all of us can?
  • We often play a ‘follow the money’ game at Klick and you need look no further than the job market to understand this trend. This chart shows the growth rate of “analytics and data science” job starters on LinkedIn for the last 20 years. Although still only about 1% of all job starters, the steepness of the curve tells most of the story.
  • You can also look no further than the innovators in social media and technology. Nicholas Felton is a graphic designer who was based in Brooklyn. He started producing beautiful personal annual reports in 2006, recording and then visualizing data all about his year. He was hired by Facebook in 2010 and was one of the leads on the Timeline redesign of Facebook Profiles, which launches this year. Safe to say that data is the new black.
  • We use data to connect multi-channel marketing campaigns together and to make use of the tangled mess they tend to create. Our teams are experts and untangling messes like the cables in this slide, connecting all the right outputs to downstream inputs and building a cohesive, unified data model across all touchpoints. Attribution becomes critical in these scenarios, so make sure that you have built in an attribution model that makes it easy to attribute the origin of a consumer into the campaign.
  • All of this data can be really overwhelming, so make sure that you don’t drown yourself. Measure everything so it’s recorded but only report on the most critical KPIs.
  • This is really the year of iPads in the field. Most of our clients were considering it last year and have decided to roll out this next year. Although we can talk about tablets, the truth is that everyone is going iPad.
  • We’re building everything from complex IVAs with full pre-call planning and slide selectors right up to beautiful interactive pages with animation, interactive elements, video, etc.
  • We’re also helping Learning and Training teams overcome the iPad’s biggest challenge: lack of Flash support. This example shows that it can be done, using a combination of HTML5 content and video.
  • Top Ten Trends for Twenty Twelve (Canada)

    1. 1. Top Ten Trends for Twenty Twelve
    2. 2. Highly technical process
    3. 3. Klick and Digital Health• There’s a Klick for that• Fastest growing and largest independent digital health marketing company in North America• Focus on healthcare with an emphasis on pharma• Deeply invested in client success since 1997
    4. 4. @klickpharma
    5. 5. Twenty ElevenA Recap
    6. 6. Social marketing Social media becoming more just becomes mainstream marketing.Photo Credit:
    7. 7. Social marketing becomes marketing• Shift to a conversation era• Pharma-safe: social vs. sociable• Listening provides an edge• Real patient support drives real advocacy• Start by listening
    8. 8. Active listening may become mandated.
    9. 9. Active listening becomes mandated• A wealth of tools exists• New tools old rules: obligations exist• Get ahead of the curve
    10. 10. Moresurprisingregulatory warnings
    11. 11. More surprising regulatory warnings• Spirit of the law is clear• Willful intent or tactical negligence?• Choose the right partner
    12. 12. #yourbrandsucks Watch out for patient “Disadvocacy”
    13. 13. #disadvocacy• 82% of Canadian consumers take action after finding information online • Contact their doctor • Making decisions about medications • Socializing found information with others• Comments spread like wildfire• Defend your brand Source: Essential Health Consumer Study, Essential Research Inc., 2009
    14. 14. Putting “personal” back into non- personal promotion
    15. 15. Personal into non-personal• Sales forces are shrinking rapidly and no sees increasing • 24% of Canadian physicians do not see pharma reps • 18% see reps “less than monthly (a few times a year)”• Technology can deliver • 64% of physicians use pharma product sites • 94% of physicians use search engines as #1 source of info • Face-to-face without the in-person face — video will become natural. 54% have watched online video for professional info• Add the personal touch Source: Manhattan Research, Taking the Pulse Global v11.0 (Q1&Q2 2011), Canadian Segment
    16. 16. Allied health and carepartners become alarger focus
    17. 17. Allied health• Increased focus outside the patient and PCP• A new way to stand out• Consider their unique needs
    18. 18. Mobile becomesmeaningful:Scale
    19. 19. Mobile becomes meaningful• 50% of web traffic from mobile by 2014• Smartphones eclipse featurephones • Total Canadian market: 23.1m phones • 41% are smartphones (62% for physicians) • 17% of physicians now own a tablet (56% for professional use)• Android surpasses iOS• Think beyond the keyboard
    20. 20. Evolution of mobileinto #mHealth
    21. 21. Evolution of mobile into #mHealth• Integration of wireless health devices (Fitbit, Zeo, Withings, Piix)• Data driven understanding through personal telemetry• Benefits of longitudinal monitoring• Communication + utility
    22. 22. Obsolescence ofsearch and itsreinvention
    23. 23. Evolution of search• Industry belief: top search engines are Google, Bing, Yahoo!• Actual #2 search engine: YouTube• ~250 billion mobile searches in 2011• SEM optimized for device landscape• Expand your search strategy
    24. 24. Value add beyond the pill
    25. 25. Value beyond the pill• Answering the patient need• Drive toward healthier outcomes• Business case: HCP support• Next gen patient support• e-Patients• Solutions, not just products
    26. 26. Twenty TwelveTop Ten Trends
    27. 27. Innovation in governmentPhoto credit: Medgadget
    28. 28. Nestor Nestor works for the FDAPhoto credit:
    29. 29. Technology is the great democratizer Photo credit:
    30. 30. An ounce of prevention is a pound of cure Photo credit: Klick Pharma
    31. 31. Implication Look for black swans everywhere.
    32. 32. Rise of the e-PatientsPhoto credit: Klick Pharma
    33. 33. e-Patient Bill of RightsPhoto credit: Klick Pharma
    34. 34. Implication Engage, enable, empower patients.
    35. 35. Power of patients repsPhoto credit: Microsoft
    36. 36. Overcome the no see HCP
    37. 37. Doctor discussion guides are lame
    38. 38. Patient education on tabletsPhoto credit: Apple
    39. 39. Implication Go beyond traditional patient education.
    40. 40. Pervasive social media listening
    41. 41. Analog equivalent: press clipping services
    42. 42. Fear of adverse events has passedPhoto credit: Satan’s School for Girls, David Lowell Rich, 1973. Public Domain.
    43. 43. The government is coming: when will we have to? Photo credit: Capital Pictures. G-Men Never Forget
    44. 44. FDA is responsible for protecting the public health by assuringthe safety, efficacy and security of human and veterinary drugs, biological products, medical devices, our nation’s food supply, cosmetics, and products that emit radiation. FDA is also responsible for advancing the public health by helping to speed innovations that make medicines moreeffective, safer, and more affordable and by helping the public get the accurate, science-based information they need to use medicines and foods to maintain and improve their health.
    45. 45. Specialized listening for healthcare
    46. 46. Implication Listen now while it’s still an advantage.
    47. 47. Privacy mattersPhoto credit: Pangeic Media
    48. 48. Privacy is (un)evolvingPhoto credit: Matt McKeon
    49. 49. AdChoices is changing the face of DA Photo credit: Various
    50. 50. Implication Technology doesn’t understand privacy.
    51. 51. EHRs finally appearPhoto credit: stock photo from unkown source
    52. 52. Open the data vaultPhoto credit: Brent Durken, US Government
    53. 53. Targeted EHR advertisingPhoto credit: Practice Fusion
    54. 54. EHR app storesPhoto credit: Apple
    55. 55. Implication Consider your presence at PoC.
    56. 56. Mobile optimization everywherePhoto credit: The Schille Crew U2 Concert
    57. 57. Think inside the box
    58. 58. Implication Mobile first, mobile always.
    59. 59. Death of the QR Code
    60. 60. Solves a problem for marketers but not for consumers Photo credit: CueCat
    61. 61. Doesn’t consider context of usePhoto credit: Alec Pollak
    62. 62. Some applications make perfect sense Photo credit: Emirates Air
    63. 63. A much better solution: NFCPhoto credit: Google
    64. 64. Implication Technology is a tactic, not a strategy.
    65. 65. Data is the new creativePhoto credit: The Matrix
    66. 66. What’s the impact of a $100 genome sequence? Photo credit: Ion Torrent
    67. 67. Incredible growth in data scientist roles Credit: O’Reilly Media
    68. 68. Data visualization is the new magic Photo credit: Nicholas Felton
    69. 69. Connect your multi-channelsPhoto credit: Jeffrey C. Miller
    70. 70. It’s really easy to drown in dataPhoto credit: Free Desktop Wallpapers
    71. 71. Implication Measure the iceberg, report on the tip.
    72. 72. iPads in the field
    73. 73. Interactive Visual Aids
    74. 74. eLearning adaptation
    75. 75. Implication Interactive content is deeply engaging.
    76. 76. Thank you!