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Neuromarketing Insights into Branded Allergy Medication Website Design

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One to One Health and OTOinsights present a first of it's kind study that shows how neuromarketing analysis can be garner new insights into patient engagement with branded drug sites. OTOinsights also presented this research at the 2010 Boston UPA mini-conference. More info at www.otoihealth.com

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Neuromarketing Insights into Branded Allergy Medication Website Design

  1. 1. Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites<br />June 9, 2010<br /> One to One Interactive, 2010. All rights reserved.<br />
  2. 2. Live Tweeting Tags<br />@OnetoOneHealth<br />@OTOinsights<br />@banderlin<br />#miniUPA<br />#neuromarketing<br />#ePharma<br />#eHealth<br />
  3. 3. Agenda<br />
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  9. 9. fMRI<br />
  10. 10. EEG<br />
  11. 11. Bio-Feedback<br />
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  16. 16. Quantemo Engagement Index(QEI)combines data from traditional user research, information processing models, and socio-cultural models to correlate people’s felt experience of their emotions when interacting with media stimuli with their behavioral/physiological responses.<br />Quantemo™ Engagement Index (QEI)<br />Σ = Quantemo Behavioral Index + Quantemo Neurological Index + Emotional Tagging<br />
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  19. 19. Overview of Study<br />In this study, we compared participants’ levels of engagement with 8 static web pages from branded allergy medication web sites – both OTC and prescription brands<br /><ul><li> Static web pages displayed in a random order
  20. 20. After all stimuli were shown, participants fill out emotional and rating surveys
  21. 21. Qualitative interview conducted
  22. 22. Participants were male and female, ages 25-55, current allergy suffers</li></li></ul><li>Overall Engagement<br />
  23. 23. Overall Engagement<br /><ul><li>Multiple Calls to Action and navigations
  24. 24. Pleasing colors
  25. 25. OTC Status
  26. 26. Outdoor activity
  27. 27. Page is mostly ISI
  28. 28. Single, lengthy navigation
  29. 29. Single type of Call to Action</li></li></ul><li>The Elements of Engagement<br />Actionable insights gained by triangulating on the consumer experience<br />Xyzal had high neurological engagement, but low overall engagement<br />
  30. 30. Insight: The Elements of High & Low Engagement<br />High Engagement<br />Low Engagement<br /><ul><li>OTC status
  31. 31. People + Product Images
  32. 32. ISI Toward Bottom
  33. 33. Less Text
  34. 34. Social Content
  35. 35. Prominent Indication
  36. 36. Prominent Messaging Areas
  37. 37. Simple Navigation Choices
  38. 38. Rx status
  39. 39. Product Images Only
  40. 40. ISI Centrally Located
  41. 41. More Text
  42. 42. Patient Stories
  43. 43. Indication Not Prominent
  44. 44. Compact Messaging Areas
  45. 45. Complex Navigation Choices</li></li></ul><li>Insight: The Elements of High & Low Engagement<br />Over the counter pharmaceuticals have an advantage over prescription medications<br /><ul><li> Higher levels of overall engagement</li></li></ul><li>Claritin and Zyrtec<br />Over the counter pharmaceuticals have an advantage over prescription medications<br /><ul><li> Higher levels of overall engagement
  46. 46. Claritin and Zyrtec had almost no associated negative emotions</li></li></ul><li>Insight: The Elements of High & Low Engagement<br />Consumers had low neurological engagement with pages without a prominent human face<br /><ul><li> Consumers also expect to see an image of the product</li></li></ul><li>Astelin and Veramyst<br />Consumers had low neurological engagement with pages without a prominent human face<br /><ul><li> Consumers also expect to see an image of the product</li></ul>Fold<br />Fold<br />
  47. 47. Insight: The Elements of High & Low Engagement<br />A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement<br />Fold<br />Fold<br />
  48. 48. Insight: The Elements of High & Low Engagement<br />A prominent, text-heavy ISI section can be detrimental to consumer engagement<br />Fold<br />Fold<br />
  49. 49. Insight: The Elements of High & Low Engagement<br />A prominent, lengthy ISI treatment can be detrimental to consumer engagement<br /><ul><li> For Xyzal, neurological excitement increases while users focus on Features and ISI
  50. 50. Time is split in the last 15 seconds between the bottom Feature and the ISI</li></ul>16-30 seconds<br />
  51. 51. Insight: The Elements of High & Low Engagement<br />A prominent, lengthy ISI treatment can be detrimental to consumer engagement<br /><ul><li> For Nasonex, neurological excitement decreases while users focus on the navigation and ISI
  52. 52. Time is split in the last 15 seconds between the navigation and the ISI</li></ul>16-30 seconds<br />
  53. 53. Insight Review: The Elements of High & Low Engagement<br />Over the counter pharmaceuticals have an advantage over prescription medications<br /><ul><li> Higher levels of overall engagement and Zyrtec’s high long-term excitement
  54. 54. Claritin and Zyrtec had almost no associated negative emotions</li></ul>Consumers had low neurological engagement with pages without a prominent human face<br /><ul><li> Consumers also expect to see an image of the product</li></ul>A prominent, text-heavy ISI section can be detrimental to consumer engagement<br />
  55. 55. Female vs. male Engagement<br />
  56. 56. Female vs. Male Engagement<br />Xyzal had high neurological engagement, but low overall engagement<br />
  57. 57. Female vs. Male Engagement<br />Male<br />Female<br />Women viewing Xyzal had the highest neurological engagement of all stimuli<br /> Females, 16-30 seconds<br />
  58. 58. Eye Tracking Mythbusters:The Allergy Edition<br />
  59. 59. Eye Tracking Mythbusters: The Allergy Edition<br />16-30 seconds<br />0-5 seconds<br />6-15 seconds<br />16-30 seconds<br />0-5 seconds<br />6-15 seconds<br />Fold<br />
  60. 60. Eye Tracking Mythbusters: The Allergy Edition<br />Myth 1: People don’t read headlines – BUSTED<br /><ul><li> They do - and users expect to quickly see the indication </li></ul>Myth 2: People don’t read body copy – BUSTED<br /><ul><li> They do - and early on</li></ul>Myth 3: People don’t look for nor do they read the ISI – BUSTED<br /><ul><li> They do read it… albeit later</li></li></ul><li>Eye Tracking Mythbusters: The Allergy Edition<br />Myth 1: People don’t read headlines – BUSTED<br /><ul><li> They do - and users expect to quickly see the indication </li></ul>0-5 seconds<br />
  61. 61. Eye Tracking Mythbusters: The Allergy Edition<br />Myth 2: People don’t read body copy – BUSTED<br /><ul><li> They do - and early on</li></ul>6-15 seconds<br />0-5 seconds<br />0-5 seconds<br />6-15 seconds<br />6-15 seconds<br />0-5 seconds<br />
  62. 62. Eye Tracking Mythbusters: The Allergy Edition<br />6s-15s<br />16s-30s<br />0s-5s<br />Myth 3: People don’t look for nor do they read the ISI – BUSTED<br /><ul><li> They do read it… albeit later</li></li></ul><li>Eye Tracking Mythbusters: The Allergy Edition<br />Myth 3: People don’t look for nor do they read the ISI – BUSTED<br /><ul><li> They do read it… albeit later</li></ul>Fold<br />
  63. 63. Wrap Up<br />Methodologies and approach can be applied to any health or business vertical<br />Quantemo can be a critical part of brand planning, product launch, creative development and asset optimization efforts <br />Testing can be done on websites, landing pages, registration forms/buy flows, digital media, video, animation, email, games, kiosks and more…<br />

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