Case Study: Building a Long Term Strategy for Mobile Presented by: Xavier Petit, Integrated Marketing - Multi-Channel Strategy Services, Shire Xavier will share lessons learned and quick wins that demonstrate how pharmas may embrace mobile as part of their integrated marketing and communications platform. He will also discuss why it is very important to build a long term mobile strategy. www.bdionline.com

1. AGAIN
2012
It’s the Year of Mobile!

2. Agenda
• Components of Mobile Marketing
• B i Strategies and Quick Wins
Basic St t i d Q i k Wi
• Why Pharma Should Build a Long Term
gy
Strategy

4. The mobile environment: mobile services
Functionalities and enablement
Geo-Location
Internet Augmented
A t d
Access Texting & Click to call Reality
shortcodes
Website Apps Texting
optimization
(Content and (Text Message)
(Content mobile Functionality)
Camera & rendering)
QR codes Video
Multi Channel I t
M lti Ch l Integration
ti

5. Agenda
• Components of Mobile Marketing
• B i Strategies and Quick Wins
Basic St t i d Q i k Wi
• Why Pharma Should Build a Long Term
gy
Strategy

6. #1: Low hanging fruits
74% of consumers using Ph
f i Pharma online resources and tools
li d l
TAKE A HEALTH RELATED ACTION*
Mobile Visits (% of total traffic)
16%
5%
Q1 Q2 Q3 Q4 Q1 Q2 Q3
2010 2011
With mobile devices, Internet access switches from
“always on” to “always there”
Manhattan Research – ePharma Consumer V11 - 2011

7. #1: Low hanging fruits
Pharma brand.com mobile optimized sites
p
+150% 19%
7%
2011 2012
n=50

8. #2: Don’t boil the ocean….
90% of the mobile
traffic on my sites is from iOS
and Android
Smartphones/Tablets
S t h /T bl t

9. #2: Don’t boil the ocean….
Feature Phones Smartphones
~85%
BlackBerry
Some Androids
Apple iOS
Most Androids

10. #3: It can be simpler than we think!
VS.
VS
www.brand.com = m.brand.com www.brand.com

11. #4: It’s about customers and consumers…
Web Vs. Apps
61% 32%
Usage among
mobile health users
43% 28%
Usage and Interest
among online users
Cover the basics THAT HAVE SCALE
Manhattan Research – ePharma Consumer V11 - 2011

12. #5: Digital media consumption is not a zero sum game
Mobile Access to Online Information
Any Info Health Info
At Home 93% 79%
Commuting 87% 28%
At Work N/A 32%
At the Doctor's Office 53% 24%
While Watching TV 35% 35%
Understand the context of access via mobile devices
Manhattan Research – ePharma Consumer V11 - 2011

13. It’s about multi-channel
Of the 26% of smartphone users who purchased something via their
% p p g
mobile device, 68%….did so after doing a search (on their device)
triggered by an add placed in…traditional media
Google/IPSOS OTX MediaCT U.S., April 2011

14. It’s about multi-channel INTEGRATION!
Use channels to optimize each others…

15. #6: QR codes increase response but…
Placement & Context Quality, Clarity
Complexity
Test your ads in the context/placement in which they
will be featured (with multiple devices/platforms )

16. #7: Again, it’s multi-channel marketing…
and email is part of it
82% of smartphone owners use their device for email
Google/IPSOS OTX MediaCT U.S., April 2011

17. #8: Websites’ functionality and tablets
Ensure that your site functions are supported on tablets

18. Agenda
• Components of Mobile Marketing
• B i Strategies and Quick Wins
Basic St t i d Q i k Wi
• Why Pharma Should Build a Long Term
gy
Strategy

19. Mobile is quickly becoming the 1st screen for non-work
related internet access

20. “Health and medicine are now in the information
technology model”
Ray Kurzweil

21. Gaming, S i l and M bil
G i Social d Mobile
Is cost per gift the future of advertising?
Branded Virtual Goods Revenues
Worldwide,
Worldwide 2010-2015 millions
350
+55% 300 x20
250
200
150
100
50
-
2010 2011 2012 2013 2014 2015
Source: Viximo and Virtual Greats, "Branded Virtual Goods Market Report;" eMarketer calculations, Aug 5, 2010

22. Technology cycles include integration

23. Mobile health care opportunity
EHR/ERX

24. Mobile, social, gaming and marketing = innovation
but…

25. The opportunity
Treatment centric
Medication/Brand Centric -Support (Help -push pull)
-Education & Awareness
Ed ti A -Therapy
Understanding Disease -Be here for me when I need / to better
Understanding Options match my needs
Accepting the need of medication -Compliance (motivate)
Understanding the Medication Renewed commitment
-Awareness & conversion
Awareness -Focus on quality of Life
q y
-Commitment to treat Patient / Patient environment
-Content based on
segmentation/personalization
Current State Future State