We have moved from static web pages to semi-personalised but we now are facing a future of contextual information, based upon our location, environment etc. Personalised content goes beyond just adding the users name at the top, it goes down to micro-content being assembled in real-time to support the user. This presentation for the medical / legal / regulatory teams in the pharmaceutical industry tries to show the shift in where we've come from to where we need to go to. Pharma typically lags behind due to uncertainty in the regulatory constraints, however the biggest constraint in the mindset for not doing this. Everything is possible. The last few slides are there to indicate the shift in healthcare through technology - just a bit of fun.

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3. @kaigait

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8. Digital Immigrant Digital Native Data Native
• Controlled release of
info from limited sources
• Single or ‘focussed’ tasks
• Often prefer to get
information from text
• Greater need for private
and personal space for
introspection
• Like info presented
linearly, logically and
sequentially
• Receive info quickly
from multiple sources
• Multitask and parallel
process
• Pictures, sounds and
video before text
• Hyperlinked sources
• Interact in real-time
• Learning that is instant,
relevant and fun
• Surrounded by
contextual information
• Information is processed
before delivery
• Expect the right
information with
minimum input
• No idea of privacy
• Expect ‘things’ to know
them

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45. Content types Variations
Static content & layouts • Same content for everyone
• Layout must be crafted for each device
and channel
Responsive Web Design (RWD) • Same content for everyone
• Layouts suit the device being used
• Print, apps or anything non-web is not
handled
Adaptive content • Content contains variations that allow it
to be delivered differently for different
scenarios
• Can be fed into RWD layouts
• Print, apps and other materials can
leverage the same source of content
storage
Dynamic Contextual Personalisation • Content is manipulated to suit the user
context, optimising for both consumers’
goals and the device
Source: Content Marketing Institute 2014

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80. 72% of all internet users are active on SM
89% aged between 18-29 use it
72% aged between 30-49 use it
60% aged between 50-60 use it
43% aged 65+ use it
71% of users access SM from a mobile device

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