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One to One Health: A Guided Tour of the Digital Health Information Ecosystem

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Seth Levine from One to One Health provides a guided tour of the Digital Health Information EcosystemTM where all consumption of health-related information online takes place and a concept all health marketers need to understand to effectively market their products or services in the Web 3.0 era. More info at http://otoihealth.com/

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  • Thanks for your interest in our Guided Tour of the Digital Health Information Ecosystem! You can view this presentation with a full voice over at http://youtu.be/dSQJZZlNOjM. One to One Health is a full-service digital marketing agency serving health-focused companies and brands. For over a decade we've been working with market leaders and up-and-comers. To learn more about what we can do for you, please check out www.otoihealth.com.

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    Seth Levine - VP/Director, One to One Health
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One to One Health: A Guided Tour of the Digital Health Information Ecosystem

  1. A Guided Tour of the Digital Health Information Ecosystem™<br />October 11, 2010<br />© One to One Interactive, 2010. All rights reserved.<br />
  2. A few years ago, this is what you had to care for to reach your target audience online.<br />Corporate Websites<br />Brand Websites<br />
  3. But the growth of search, the explosion of content and the birth of the read/write web (Web 2.0) meant you needed to consider other sources of information and channels to reach your customers.<br />Blogs<br />Email/<br />eCRM<br />Search Engines<br />General Interest <br />Sites<br />Corporate Websites<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Unbranded Websites<br />
  4. Today, the growth of the “Social Web,” the proliferation of mobile and continued technical innovation has changed the consumption model (Web 3.0) and is constantly creating new sources of information…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Email/<br />eCRM<br />Apps<br />Mobile Marketing<br />Search Engines<br />General Interest <br />Sites<br />Webinars/eEvents<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Unbranded Websites<br />Patient Forums<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  5. The result: Dozens of types of digital channels and tens of thousands of sources of health-related information for both consumers AND professionals.<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Email/<br />eCRM<br />Apps<br />Mobile Marketing<br />Search Engines<br />General Interest <br />Sites<br />Webinars/eEvents<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  6. There are millions of daily points of interaction online in what is a rapidly expanding Digital Health Information Ecosystem™<br />Micro-blogs<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Mobile Marketing<br />Webinars/ eEvents<br />Search Engines<br />Corporate Websites<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />
  7. And these interactions increasingly influence everything from the decision to seek treatment to brand impression to message receptivity...<br />Micro-blogs<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Mobile Marketing<br />Webinars/ eEvents<br />Search Engines<br />Corporate Websites<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />
  8. And the Digital Health Information Ecosystem™ is growing exponentially every day…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Email/<br />eCRM<br />Apps<br />Mobile Marketing<br />Search Engines<br />General Interest <br />Sites<br />Webinars/eEvents<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  9. A few examples…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  10. A few examples…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  11. A few examples…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  12. A few examples…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/ eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  13. So why is understanding the Digital Health Information Ecosystem™ critically important?<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/ eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  14. Because your target customers – patient and professionals alike, aren’t just influenced by what they read in one or two places online….<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  15. Perhaps a patient with a condition your product treats finds sources of information like this and is influenced by what she sees and read in these places…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  16. Perhaps a parent caregiver searches for information about treatments and products in these places and is part of a mother’s forum that connects her to ratings and savings…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing <br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  17. Perhaps a medical professional frequents online physican forums and, like 2/3s of doctors, is a heavy mobile user…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Sponsor-ships<br />Digital <br />POS<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  18. These are just a few examples.<br />Online, no two segments or customers behave alike…<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  19. So what do you do?<br />Where do you prospect?<br />How do you communicate to retain customers?<br />How do you focus resources, dollars and effort?<br />Location-based Marketing<br />Casual Gaming<br />Micro-blogs<br />Video Sites<br />eLearning/ Online CME/CE<br />Social Network<br />Sites<br />Blogs<br />eDetails<br />Apps<br />Email/<br />eCRM<br />Mobile Marketing<br />Webinars/eEvents<br />Search Engines<br />General Interest <br />Sites w/Health<br />Widgets & Desktop Apps<br />Corporate Websites<br />Professional Interest Sites<br />Text/SMS<br />Health Sites<br />Podcasts/Webinars<br />Brand Websites<br />Professional Forums<br />Live Chat<br />Patient Forums<br />Unbranded Websites<br />Digital <br />In-office<br />RSS/<br />Syndication/Link Sharing<br />Digital <br />POS<br />Sponsor-ships<br />Digital at Trade Shows<br />Review/ Rating Sites<br />Coupon Sites<br />
  20. For health brands, companies, institutions and marketers…<br />things have changed.<br /> thinking needs to also.<br />
  21. For health brands, companies, institutions and marketers…ready to embrace the new behavioral paradigms represented in Web 3.0, they need a partner who can help them<br />navigate the Digital Health Information Ecosystem™<br />understand the impact and influence of behaviors and technologies <br />evaluate strategies, emerging and existing tactics and make the right choices<br />execute effective, creative, compliant marketing programs<br />ensure integration between online and offline efforts<br />provide them the metrics and means by which to understand productivity and ROI<br />
  22. For health brands, companies, institutions and marketers ready to embrace the new behavioral paradigms, they need a partner who can help them think differently and market smartly in the Digital Health Information Ecosystem™.<br />It begins with a One to One conversation with us.<br />
  23. One to One Health offers full-service digital marketing strategies, creative and solutions for health-focused brands and companies.<br />We serve pharmaceuticals/biotech, health care, health tech and consumer health. We are based in Boston with offices in Baltimore, Reno, Salt Lake City and London, UK.<br />Inquiries:Seth Levine, VP/Director<br />617-425-7319<br />slevine@otoi.com<br />More info at:<br />www.otoihealth.com<br />Blog: RxforDigital.com<br />OnetoOneHealth<br />

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