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Flipping
the HCP
Engagement
Funnel
Moving Beyond Banners Ads
Medical Marketing & Media Webcast | 16 May, 2019
#FunnelFlip#FunnelFlip
Daniel Schwartz, MD, FRCPC
QxMD Founder
and Practicing Nephrologist
Matthew Durham
Sr. Director of Business
Development @QxMD
Speakers
#FunnelFlip
ENGAGED HCP
REACH
INTEREST
By flipping
the funnel
we mean going
from this
#FunnelFlip
To closing
the gap with
something
like this
ENGAGED HCP
INTEREST
REACH
#FunnelFlip#FunnelFlip
Why this Topic?
10,000
Total number
of diseases. 1
20%
Rate of
misdiagnosis. 2
10%
Estimated patients deaths
due to diagnostic errors. 2
Source: 1. Society to Improve Diagnosis in Medicine (2017) / 2. National Academy of Medicine (2015)
#FunnelFlip
Why Now?
Source: University of Ottawa (2009)
HCPs are flooded by
information: 2.5M new
research papers annually
making knowledge acquisition & adoption difficult
#FunnelFlip#FunnelFlip
Why Re-think?
Source: 1. Google, “The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers” study / 2. Google Analytics
60%
Average pharma branded
website bounce rate.
Average time-on-site is
only 169 seconds. 2
0.35%
Average display ad
click-through rates. 1
44%
Viewability of
digital ads. 1
#FunnelFlip
Equals ~60 HCP non-bounce “visits”
per 100k banner impressions
#FunnelFlip#FunnelFlip
HCP Engagement Examples
Mobile Apps CMEMicrosites
#FunnelFlip
What do these have in common?
They use traditional banners to drive traffic.
#FunnelFlip#FunnelFlip
Example: Making Mobile Apps
#FunnelFlip
“The app nobody
uses is usually the
most expensive one!”
– Steve Royle @Swipe Health
#FunnelFlip#FunnelFlip
App User Journey & Stats
Awareness
Interest
Visit
Download
Tour
Use / Re-Use
#FunnelFlip
App Costs
Source: Kinvey
$270k
Average development cost (in USD) to
bring a standalone app to market.
+$$$
Plus +15-20% in maintenance.
Plus additional traffic/engagement spend.
#FunnelFlip#FunnelFlip
Successful Engagement Platforms
HCP RECRUITING PLATFORM
HCP OPINION PLATFORM
HCP KNOWLEDGE PLATFORM
SEARCH PLATFORMJOBS PLATFORM
PATIENT RELATIONSHIP PLATFORM
SHOPPING PLATFORM
#FunnelFlip
But the
problem
isn’t limited
to apps
For example, microsites
with GREAT CONTENT,
but LOW ENGAGEMENT
References & Research Video Content Calculators & Tools
#FunnelFlip#FunnelFlip
CME
challenges also
exist
#FunnelFlip
So how
do we flip
the funnel?
And give clinicians what
they want… and need?
Source: 1. Veeva 2016 Future of Medical Conferences / 2. Ashfield Meetings & Events 2016 Survey
86%
HCPs use a
smartphone. 1
92%
HCPs view medical journals as
most important source for
continuing medical education. 2
#FunnelFlip#FunnelFlip
Engage HCPs
where they are,
on platforms
they trust
#FunnelFlip
Go beyond
profiles &
find HCPs by
interests
#FunnelFlip#FunnelFlip
Native
advertising
drives superior
engagement
Source: IPG Media Lab / Sharethrough
52%
Native advertising viewing
boosts over display advertising.
#FunnelFlip
Avoid spending
$270K+ in new app
development to
engage a small
number of users.
Choose popular
point-of-care tools with
millions of built-in users &
uses – driving real value.
#FunnelFlip
Leverage
microsite assets
for greater ROI &
engagement.
Inject content natively into
HCPs’ daily workflows:
• Landmark papers
• Branded & unbranded content
• Decision support
• Educational materials
#FunnelFlip
Boost CME
sign-ups &
close clinical
knowledge gaps.
Explore emerging all-in-one HCP platforms
for content hosting & user acquisition.
AUDIO & MOBILE PLATFORMMOBILE & MICRO-FORMAT
Plus many others!
#FunnelFlip#FunnelFlip
Where to start?
1. Find funnel-flipping
platforms & partners
2. Collaborate with your
agencies & platform partners
to create tailored playbooks
Disease State
Awareness
Branded
Pre launch Growth Maturity
Clinical Trial
Data
Clinical
Decision
Support
Continuing
Medical
Education
#FunnelFlip
QxMD.com/engage
Q&A
ENGAGED HCP
INTEREST
REACH

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Flipping the HCP Engagement Funnel - Moving Beyond Banner Ads

Editor's Notes

  1. “Diagnosis is extremely hard,” said Mark L. Graber, a senior fellow at the research institute RTI International and founder of the Society to Improve Diagnosis in Medicine. “There are 10,000 diseases and only 200 to 300 symptoms.” 20 percent of patients with serious conditions are first misdiagnosed Graber was not involved in the Mayo Clinic research, which appears in the Journal of Evaluation in Clinical Practice. [The government’s faltering attempt to hold a drug company accountable. ] In 2015, the National Academy of Medicine reported that most people will receive an incorrect or late diagnosis at least once in their lives, sometimes with serious consequences. It cited one estimate that 12 million people — about 5 percent of adults who seek outpatient care — are misdiagnosed annually. The report also noted that diagnostic error is a relatively under-measured and understudied aspect of patient safety. According to previous research cited in the new study, diagnostic errors “contribute to approximately 10 percent of patient deaths” and “account for 6 to 17 percent of adverse events in hospitals.” Graber estimates that the rate of misdiagnosis, although difficult to determine, occurs in 10 percent to 20 percent of cases.
  2. A display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second as defined by the Media Rating Council in 2018 Q1. 2014 Branded pharma sites have a closer to 60% bounce rate
  3. A display ad is considered viewable when 50% of an ad’s pixels are in view on the screen for a minimum of one second as defined by the Media Rating Council in 2018 Q1. 2014 Branded pharma sites have a closer to 60% bounce rate
  4. Awareness: vs 2M ….Apple now has over 2M apps in App Store, paid nearly $50B to ... There Are Now Over 2M Apps In The Google Play Store
  5. https://www.istockphoto.com/vector/poor-man-broken-piggy-bank-gm186232148-27672696
  6. Fish where there are fish
  7. https://www.istockphoto.com/vector/browser-window-gm897973016-247756553
  8. https://www.istockphoto.com/vector/teamwork-office-workplace-characters-business-planning-board-flat-design-vector-gm901276988-248650079 CME providers and commercial supporters will be asking, what a particular CME program shows.  Does it improve patient outcomes in a particular disease state?  Does it improve the skills, knowledge, abilities, and competencies of a particular practitioner?  Does CME lead to improved use of guidelines and tools?  https://www.istockphoto.com/photo/conference-room-gm96916388-11921400
  9. https://www.istockphoto.com/vector/poor-man-broken-piggy-bank-gm186232148-27672696 237 physicians surveyed across 11 global markets and seven therapeutic areas
  10. https://www.istockphoto.com/vector/poor-man-broken-piggy-bank-gm186232148-27672696
  11. Native ads are ads that appear as part of the design and flow of the web page they are located on. Rather than standing out as an obvious hard-selling ad, native ads tend to have an editorial look and feel, with a softer selling approach. Native ads commonly appear as sponsored posts in social media news feeds, as listings in search results on search engines such as Google or Bing, and as recommended content by content discovery platforms like Outbrain. they also contribute to much higher ‘brand lift’ than display ads. https://www.sharethrough.com/resources/native-ads-vs-display-ads/
  12. https://www.istockphoto.com/vector/poor-man-broken-piggy-bank-gm186232148-27672696
  13. HCPs are flooded with information, making knowledge acquisition & adoption difficult. >16K new research papers per week
  14. https://www.istockphoto.com/vector/poor-man-broken-piggy-bank-gm186232148-27672696