Seventy percent of Internet use is now on mobile — and taking market share from other platforms. Adapted from a live presentation from Google NY’s Mobile Trends in Pharma & Healthcare Advertising Event, Silverlight Digital explores key trends that pharma and healthcare advertisers must take advantage of to increase performance in today's marketplace.

1. MOBILE TRENDS
in Pharma & Healthcare Advertising

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Mobile Trends in the Pharma Advertising World
Adapted from a live presentation
from Google NY’s Mobile Trends in Pharma & Healthcare Advertising Event
Presented by
Silverlight Digital
Speakers:
Lori Goldberg, CEO
Sandra Leung, Sr. Search and Account Manager
Contents

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150The number of times consumers check their phones throughout the day

5. Mobile Trends
in Pharma & Healthcare Advertising
*Digiday, January 2017
It’s no secret that mobile is growing:
“Mobile internet is now growing at the expense of all other
media. Seventy percent of internet use is now on a mobile,
and the use of a desktop for internet will fall by almost 16
percent, this year.”
- Jonathan Barnard, Zenith, Head of ForecasFng

6. In a survey of how mobile devices and searches impacted paid search
performance in pharma & healthcare accounts:
Mobile trends, increasing impressions & clicks YOY:
• Mobile ad impression rose from 30% in 2014 to 56% in 2017*
• Total CTRs (mobile and desktop) improved across all accounts
• Mobile CTRs consistently higher than desktop CTRs
*actual impressions through Feb of 2017, projected through end
Silverlight Data Reflects These Trends

7. Not only are more searches performed on mobile devices
but the device draws more engagement year over year.
0.0%
0.2%
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0.8%
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1.8%
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10%
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30%
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100%
2014 2015 2016 2017
CTR
PaidVisits
Paid Visits:
YoY Trends by Device (Pharma Accounts)
Desktop Visits Mobile Visits Desktop CTR Mobile CTR
0%
10%
20%
30%
40%
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2014 2015 2016 2017
AdImpressions
Impressions:
YoY Trends by Device (Pharma Accounts)
Desktop Impressions Mobile Impressions
*actual impressions through Feb of 2017, projected through end
Silverlight Data Reflects These Trends
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8. $0 $5 $10 $15 $20 $25
Retail
Auto
Financial
Telecom
CPG
Travel
Electronics
Entertainment
Pharma & Healthcare
Digital Ad Spend (in Billions)
Projected Digital Spend by Industry, 2020
*eMarketer, January 2017
While Healthcare’s
total spend grew
15.4% between
2015 and 2016
Healthcare tends to
invest less in digital
when compared to
other industries
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To recap, here’s what we know so far:
1) Mobile is eclipsing all other search types
2) Pharma and healthcare is growing, but not as rapidly as other sectors
The question then becomes…

10. Q: How can pharma & healthcare
advertisers take advantage of
mobile trends to increase
performance in today’s
marketplace?

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A: Look to other industries and
reverse engineer their thinking.

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Ways that pharma advertisers
can learn from other
industries to stay ahead in
mobile advertising6

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Understand what makes pa1ents loyal to a
pharma brand
Challenge:
With 22 patents scheduled to expire in 2017 pointing to a $5 billion dollar
revenue loss, advertisers are facing loss of market share to generic drugs.
Strategy:
Since we know that 40% of patients with a pre-existing condition ask for drugs by
brand name, advertisers need to prioritize the establishment of brand loyalty as
they draw patients in from “recently diagnosed” to “stabilized brand loyalist."
Success with Mobile Advertising #1

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What industry does brand loyalty extremely well?
Banking & Finance
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Success with Mobile Advertising #1

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Success with Mobile Advertising #1
Establish Brand Loyalty
Retail Example: MasterCard
Campaign Premise: Q2 2015
• Mastercard created a customer loyalty campaign
aimed at “surprising and delighting customers”
• MasterCard introduced a mobile app in their “Priceless
Surprises” campaign as a way to gift free surprises,
exciting gifts and experiences to customers.
• Partnered with brands (like Staples and Citibank to
offer an array of experiences)

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Success with Mobile Advertising #1
Establish Brand Loyalty
Retail Example: MasterCard
MasterCard introduced a mobile app in their “Priceless
Surprises” campaign as a way to gift free surprises,
exciting gifts and experiences to customers.
In Action in Pharma: Allergan
Allergan has introduced “Brilliant Distinctions,” a loyalty
program with a mobile app that gives patients access to
rewards and discounts on popular brand name drugs.

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Key Takeaway:
There is a critical window between the time patients begin searching
for a drug and when they become brand loyal to that drug.
It is crucial that brands find ways to intersect with a consumer’s regular usage
habits to establish that sense of loyalty.
Success with Mobile Advertising #1
Establish Brand Loyalty

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To get the remaining key mobile takeaways,
get in touch with us!
Michael Ackerman
mackerman@silverlightdigital.com
Get the Rest!
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