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OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010

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One to One Health and OTOinsights will share the results of a first-of-its-kind pharma neuromarketing study which moves user effectiveness research beyond the focus group or the and inevitable cognitive bias that results. The study, conducted using our proprietary Quantemo™ offering, examined not only how patients view but also neurologically react to and emotionally respond to pharmaceutical brand websites in a single therapeutic category (allergies). We will discuss the neurological, emotional, and eye tracking data collected and the implications that the results have on best practices for designing branded pharmaceutical websites.

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OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010

  1. 1. Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites<br />April 8, 2010<br /> One to One Interactive, 2010. All rights reserved.<br />
  2. 2. Please Tweet About This Webinar!<br />@OnetoOneHealth<br />@OTOinsights<br />#neuromarketing<br />#allergymarketing<br />#ePharma<br />#ehealth<br />
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  4. 4. Agenda<br />
  5. 5. Presenting Today<br />Jeremi Karnell, Co-founder & President – One to One Interactive<br />@jkarnell<br />Seth Levine, Vice President/Director – One to One Health<br />@silevine<br />Dan Berlin, Sr. Researcher – OTOinsights, a One to One Interactive company<br />@banderlin<br />
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  7. 7. AboutOne to One Health<br />One to One Health is a specialized practice group within One to One Interactive dedicated to delivering innovative, transformational healthcare and life sciences marketing strategies, programs and creative. Building on a broad base of category experience (including pharmaceuticals, devices, health information and healthcare delivery) combined with deep interactive channel, digital media, CRM, and social media marketing experience, we help clients chart the right path for them in what we call the “Digital Health Information Ecosystem™.”<br />Sampling of Therapy and Focus Areas:<br />Sampling of Clients:<br />Psychiatric/Mood Disorders<br />Neurological/CNS<br />STDs<br />Cardiovascular<br />Woman’s Health<br />Radiology<br />Critical Care<br />HIV<br />Transplant<br />Endocrinology<br />Diagnostics<br />Healthcare Delivery<br />Health Information<br />Health Field Sales Support<br />Pharmacy<br />Respiratory<br />Digestive<br />Pain<br />Diabetes<br />Men’s Health<br />Offering Solutions for:<br />Hospitals<br />Health Networks<br />Device/Diagnostics<br />Health Information<br />Pharmacy Retail<br />Widgets/Mobile<br />Pharmaceuticals/Biotech<br /> DTC – Branded, Unbranded<br /> Professional/HCP<br />Lead Generation/eCRM/email<br />Media – Display, Search, Social<br />Research Organizations & Foundations<br />7<br />www.otoihealth.com<br />
  8. 8. OTOinsights | Amplifying Engagement<br />User Experience <br />Research<br />Neuromarketing<br />Research<br />Information Design<br />Brand Planning<br /><ul><li>User Needs Analysis
  9. 9. Information Architecture
  10. 10. User Scenarios
  11. 11. Behavioral Use Cases
  12. 12. Feature Matrix
  13. 13. Wireframes
  14. 14. Site Maps
  15. 15. Prototype Development
  16. 16. Eye-Tracking
  17. 17. Emotional Response
  18. 18. Neurological Engagement
  19. 19. Usability Testing
  20. 20. Focus Groups
  21. 21. In-Depth/Paired Interviews
  22. 22. Online Surveys
  23. 23. Expert Evaluations
  24. 24. Accessibility Audits
  25. 25. Ethnographics
  26. 26. Socially Informed/ Multi-Channel Personas
  27. 27. Engagement Mapping
  28. 28. Cultural Anthropology
  29. 29. Trend Spotting</li></li></ul><li>
  30. 30. Purpose of this Webinar<br />Provide you with the fundamentals of neuromarketing<br />Explain what “engagement” is and it’s relevance to the performance of digital media<br />Discuss how marketers can use neuromarketing studies to remove cognitive bias inherent in traditional testing<br />Discuss how neuromarketing studies can be used to effectively evaluate creative performance before it’s in-market<br />Share the results of a first-of-its kind neuromarketing study done in the pharmaceutical space<br />
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  37. 37. fMRI<br />
  38. 38.
  39. 39. EEG<br />
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  41. 41. Bio-Feedback<br />
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  47. 47. 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 + Likert Rating<br />
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  50. 50. 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
  51. 51. After all stimuli were shown, participants fill out emotional and rating surveys
  52. 52. Qualitative interview conducted
  53. 53. Participants were male and female, ages 25-55, current allergy suffers</li></li></ul><li>Overall Engagement<br />
  54. 54. Overall Engagement<br /><ul><li>Multiple Calls to Action and navigations
  55. 55. Pleasing colors
  56. 56. OTC Status
  57. 57. Outdoor activity
  58. 58. Page is mostly ISI
  59. 59. Single, lengthy navigation
  60. 60. 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 />
  61. 61. Insight: The Elements of High & Low Engagement<br />High Engagement<br />Low Engagement<br /><ul><li>OTC status
  62. 62. People + Product Images
  63. 63. ISI Toward Bottom
  64. 64. Less Text
  65. 65. Social Content
  66. 66. Prominent Indication
  67. 67. Prominent Messaging Areas
  68. 68. Simple Navigation Choices
  69. 69. Rx status
  70. 70. Product Images Only
  71. 71. ISI Centrally Located
  72. 72. More Text
  73. 73. Patient Stories
  74. 74. Indication Not Prominent
  75. 75. Compact Messaging Areas
  76. 76. 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
  77. 77. 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 />
  78. 78. 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 />
  79. 79. 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 />
  80. 80. 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
  81. 81. Time is split in the last 15 seconds between the bottom Feature and the ISI</li></ul>16-30 seconds<br />
  82. 82. 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
  83. 83. Time is split in the last 15 seconds between the bottom Feature and the ISI</li></ul>16-30 seconds<br />
  84. 84. 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
  85. 85. 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 />
  86. 86. Female vs. male Engagement<br />
  87. 87. Female vs. Male Engagement<br />Xyzal had high neurological engagement, but low overall engagement<br />
  88. 88. 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 />
  89. 89. Eye Tracking Mythbusters:The Allergy Edition<br />
  90. 90. 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 />
  91. 91. 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 />
  92. 92. 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 />
  93. 93. 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 />
  94. 94. 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 />Call us for a complementary consultation. Let us propose a study design that addresses your business needs and answers your most challenging questions<br />
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  96. 96. Contact One to One Health & OTOinsights<br />Seth Levine – Vice President/Director <br />One to One health<br />Email: slevine@onetooneinteractive.com<br />Tel: +1-617-425-7319<br />International: add 00 + 1<br />Mobile: 617-331-0397<br />Website: otoihealth.com<br />Blog: RxforDigital.com<br />Twitter: @otointeractive<br />David LaPlante – Sr. Vice President, Sales & Marketing<br />Email: dlaplante@onetooneinteractive.com<br />Mobile: +1-775-771-5404<br />International: add 00 + 1<br />Website: otoinsights.com<br />Blog: otoinsights.com<br />Twitter: @otoinsights<br />
  97. 97. Upcoming One to One Interactive Webinar<br />April 15, 2010<br />11am ET & 2 pm ET (US)<br />How To Design Mobile Applications and Widgets That Will Connect Meaningfully with Your Customers<br />Visit http://bit.ly/mobileux for more information.<br />

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