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DHC/Google 2013 Executive Landscape Reference Deck

The document is a survey conducted by the Digital Health Coalition in 2013 of 60 member organizations regarding digital marketing tactics used in the pharmaceutical and medical device industries. The survey found that most respondents believed their industries lagged behind others in using digital/social media/mobile marketing, though slightly less so for online video. Most expected budgets to increase for mobile/social media marketing to healthcare professionals over the next year.

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DHC/Google  2013     Execu3ve  Landscape  Study   1  
Digital  Health  Coali.on  2013  Execu.ve  Landscape  Study   The  Voice  of  the  DHC  Membership   q  Feedback gathered in September/October 2013 q  Online survey sent to invited members/organizations q  Responses from a total of 60 members/organizations q  Survey topics included digital, online video, mobile, and change management/innovation 2  
Digital  Health  Coali.on  2013  Execu.ve  Landscape  Study   Invita.ons  Went  to  Members  at  the  Following  Organiza.ons   q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  WebMD JUICE Pharma Google Chandler Chicco Physicians Interactive Greater Than One Klick Digital Insights Group CMPI Arnold Friede & Associates MDM PPC CHC SPM pathForward Roche Lilly Sanofi AZ GSK Roche Diagnostics JNJ Galderma GE Inventiv Velocidi q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  Doximity E-Healthcare M3 Twitter Manhattan Research Roska CMI Media QualityHealth Havas Digitas InTouch Siren Digitas GA Communications Heartbeat QuantiaMD HealthDay MePlusYou comScore SAS ListenLogic The Futures Company Palio Semantelli IO Media Pfizer PAAB q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  Lundbeck Novo Novartis Daichi-Sankyo Takeda (Millenium) Hologic Boston Scientific Abbott Genentech Gilead Shire Biogen Eisai Bayer Amgen CSL Behring BI Optimer Astellas MedImmune Siemens UCB SocialQI Evolution Road Virsci WEGO Hale Advisors 3  
For  More  Informa.on…   DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to info@digitalhealthcoalition.org 4  
Digital  Landscape   5  
How  would  you  describe  the  pharmaceu3cal  and  device  industry's  use  of  the  following  tac3cs  as   compared  with  other  industries  today  -­‐  for  adver3sing  and/or  marke3ng  purposes.     se  of  digital  overall,  how   a.  With  respect  to  the  uhe  pharmaceu3cal  and  device   would  you  describe  t industry  compared  with  other  industries  today?   24%   7%   24%   45%   espect   o  t edia,  how   b.   With  rescribe  tthe  he  use  of  social  mnd  device  iwould   you  d pharmaceu3cal  a ndustry   compared  with  others  with  other  industries  today?   We  are  very  far  behind   others   We  are  slightly  behind   others   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   29%   We  are  very  far  behind   others   5%   2%   We  are  slightly  behind   others   64%   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   We  are  very  far  ahead  of   others   We  are  very  far  ahead  of   others   Don’t  know   Don’t  know   6  
How  would  you  describe  the  pharmaceu3cal  and  device  industry's  use  of  the  following  tac3cs  as   compared  with  other  industries  today  -­‐  for  adver3sing  and/or  marke3ng  purposes.     se  of  mobile  overall,  how   r to  t online  video  overall,   c.   With  respect  to  the  uhe  pharmaceu3cal  and  device   d.  With  wespect  ou  dhe  use  otf  he  pharmaceu3cal  and   would  you  describe  t how   ould  y escribe   industry  compared  with  others  with  other   industries  today?   15%   4%   45%   We  are  very  far  behind   others   36%   We  are  slightly  behind   others   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   device  industry  compared  with  others  with  other   industries  today?   7%  2%   35%   31%   We  are  very  far  behind   others   25%   We  are  slightly  behind   others   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   We  are  very  far  ahead  of   others   We  are  very  far  ahead  of   others   Don’t  know   Don’t  know   7  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     a.   Social  media  for  health  professionals   4%   49%   2%   45%   b.   Mobile  content  for  smartphones  for  professionals     Decrease   Decrease   26%   Stay  the   same   Increase   74%   Increase   Don’t  know   c.  Mobile  content  for  tablets  for  professionals   Decrease   22%   78%   Don’t  know   d.   Mobile  display  adver3sing  for  health  professionals     8%   6%   Stay  the   same   Increase   Don’t  know   Stay  the   same   41%   Decrease   Stay  the   same   45%   Increase   Don’t  know   8  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     e.  Mobile  video  adver3sing  for  health  professionals     f.   Product  websites  (brand.com)  for  health  professionals     11%   31%   4%   2%   Decrease   22%   Stay  the   same   54%   6%   Increase   Stay  the   same   70%   Don’t  know   g.   Professional  video  (intended  for  health   professionals)  for  branded  products     4%   45%   2%   49%   Decrease   Don’t  know   Increase   Don’t  know   h.   Professional  video  (intended  for  health   professionals)  for  educa3on  and  outreach     2%   55%   4%   Decrease   39%   Stay  the   same   Increase   Decrease   Stay  the   same   Increase   Don’t  know   9  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     i.   Online  video  adver3sing  for  health  professionals     j.   Display  adver3sing  for  physicians/professionals     8%   33%   2%   8%   Decrease   14%   25%   Stay  the   same   57%   Stay  the   same   Increase   53%   Don’t  know   k.   Paid  search  for  physicians/professionals     4%   Decrease   37%   55%   4%   Don’t  know   Increase   Don’t  know   l.   Search  op3miza3on  strategies  for  health   professional  content     4%   Stay  the   same   Increase   Decrease   Decrease   35%   61%   Stay  the   same   Increase   Don’t  know   10  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     m.   Mobile  Apps  for  Health  professionals   6%   33%   61%   Decrease   Stay  the   same   Increase   Don’t  know   n.   Email  Marke3ng  for  Health  professionals   4%   43%   12%   Decrease   Stay  the   same   41%   Increase   Don’t  know   11  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Social  media  for  consumers   8%   4%   28%   8%   Decrease   Don’t  know   Mobile  content  for  tablets  for  consumers   8%   2%   Decrease   37%   53%   25%   Stay  the  same   Increase   61%   Mobile  content  for  smartphones  for  consumers   Don’t  know   Stay  the  same   Increase   67%   Don’t  know   Mobile  display  adver3sing  for  consumers   Stay  the   same   Increase   Decrease   12%   2%   43%   43%   Decrease   Stay  the   same   Increase   Don’t  know   12  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Mobile  video  adver3sing  for  consumers   12%   37%   2%   49%   Product  websites  (brand.com)  for  consumers   Decrease   4%   Stay  the   same   27%   Increase   6%   Stay  the   same   63%   Don’t  know   Disease  or  unbranded  websites    (disease.com)    for  consumers   4%   10%   Decrease   47%   Increase   Don’t  know   Increase   Don’t  know   Consumer  video  for  branded  products   8%   55%   6%   Decrease   31%   Stay  the   same   39%   Decrease   Stay  the   same   Increase   Don’t  know   13  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Consumer  video  for  disease  educa3on  and  outreach   7%   4%   Decrease   23%   Online  video  adver3sing  for  consumers   Stay  the   same   Increase   66%   10%   2%   Decrease   35%   Stay  the   same   53%   Increase   Don’t  know   Online  communi3es  for  consumers  with     specific  condi3ons   8%   0%   Decrease   41%   51%   Stay  the   same   Increase   Don’t  know   Don’t  know   Display  adver3sing  for  consumers   6%   12%   Decrease   Stay  the   same   37%   45%   Increase   Don’t  know   14  
How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Paid  search  for  consumers   6%   2%   Decrease   37%   Search  op3miza3on  strategies  for  consumers   Stay  the   same   55%   Increase   4%   39%   57%   48%   2%   Decrease   33%   17%   Stay  the   same   Increase   Don’t  know   Stay  the   same   Increase   Don’t  know   Mobile  apps  for  consumers   Decrease   Don’t  know   Email marketing for consumers   6%   39%   16%   Decrease   Stay  the   same   39%   Increase   Don’t  know   15  
Please  rank  the  following  PROFESSIONAL  strategies  and  tac3cs  from  high  to  low  based  on  their   expected  ROI  over  the  next  12  months?  For  example,  if  social  media  for  health  professionals  had  the   highest  expected  ROI  it  would  rank  1  ...  if  it  had  the  lowest  expected  ROI  it  would  be  last  on  the  list.   . 450   400   350   Total  Score   300   250   200   150   100   50   0   16  
Please  rank  the  following  CONSUMER  strategies  and  tac3cs  from  high  to  low  based  on  their  expected   ROI  over  the  next  12  months?  For  example,  if  social  media  for  consumers  had  the  highest  expected   ROI  it  would  rank  1  ...  if  it  had  the  lowest  expected  ROI  it  would  be  last  on  the  list.     500   450   400   350   Total  Score   300   250   200   150   100   50   0   17  
Online  Video   18  
In  this  sec3on,  the  term  "online  video"  will  be  used  to  describe  the  broad  category  of  online  video   (marke3ng,  adver3sing,  content,  etc.)  unless  specied  otherwise  in  the  individual  ques3on.  Using  a   scale  of  1  to  10,  please  state  how  important  online  video  is  to  your  organiza3on.    1  meaning  "not  at  all   important"  and  10  meaning  "very  important":   Not  at  all  important   2   How  important  is  online  video   (overall  including  content,   adver3sing,  etc.)  to  the  success   of  your  adver3sing  or  marke3ng   goals?     3   4   5   6   7   8   0%   20%   40%   60%   80%  100%   9   19  
Using  a  scale  of  1  to  10,  please  state  whether  you  disagree  or  agree  with  the  following   statement.  1  meaning  "strongly  disagree"  and  10  meaning  "strongly  agree":   Online  video  adver3sing  provides  brands  and   marketers  beber  targeted  compared  to  TV   adver3sing   Strongly  Disagree   2   Online  video  will  take  budget  from  tradi3onal   TV  adver3sing  in  my  company  in  the  near   future  (next  12  months)   3   4   5   Online  video  has  already  taken  budget  from   tradi3onal  TV  adver3sing  in  my  company  (past   12  months)   6   7   A  benefit  of  buying  online  video  adver3sing  is   the  pricing  efficiency  compared  to  tradi3onal   offline  channel   8   9   10   Online  video  allows  smaller  brands  (under  $1   billion  in  sales)  an  op3on  when  TV  adver3sing   is  not  possible     Don’t  Know   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%  100%   20  
Which  of  the  below  placorms  are  you  currently  using  for  adver3sing  or  marke3ng  to   HCPs  and/or  consumers?     YOUTUBE   18%   HULU   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to  HCPs   31%   Use  for  Adver.sing/ Marke.ng  to   Consumers   42%   40%   Use  for  Adver.sing/ Marke.ng  to   Consumers   66%   Use  for  BOTH   Consumers  and   HCPs   3%   Do  not  use   Do  not  use   VIMEO   3%   67%   19%   11%   Use  for  BOTH   Consumers  and   HCPs   MEDSCAPE   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to   Consumers   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   19%   5%   5%   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to   Consumers   71%   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   21  
Which  of  the  below  placorms  are  you  currently  using  for  adver3sing  or  marke3ng  to   HCPs  and/or  consumers?     Quna3aMD   SERMO   Use  for  Adver.sing/ Marke.ng  to  HCPs   40%   60%   Use  for  Adver.sing/ Marke.ng  to  HCPs   37%   Use  for  Adver.sing/ Marke.ng  to   Consumers   60%   Use  for  BOTH   Consumers  and   HCPs   3%   Do  not  use   EVERYDAY  HEALTH   3%   39%   45%   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   WebMD   8%   Use  for  Adver.sing/ Marke.ng  to  HCPs   23%   Use  for  Adver.sing/ Marke.ng  to   Consumers   Use  for  BOTH   Consumers  and   HCPs   13%   Use  for  Adver.sing/ Marke.ng  to   Consumers   Do  not  use   49%   21%   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to   Consumers   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   22  
How  are  you  using  YouTube  for  adver3sing  and/or  marke3ng  efforts?   Educa3onal,  pa3ent  communi3es   Adver3sing    Educa3on    Mechanism   of  disease    Mechanism  of  ac3on     Tes3monial     As  part  of  content  marke3ng  strategy   Brand  channels   Branded  YouTube  channel  for  a   specific  disease  state/treatment     (1  live  and  1  in  development)   Branded  YouTube  channels     Branded  and  non  branded  content   Consumer  and  HCP  Display  adver3sing   and  user  and  brand  channels     Disease  educa3on.  Mechanism  of  ac3on   of  disease.  Science.     Tes3monial.  General  awareness.     Informa3onal/  Disease  State  Awareness  Videos   Loading  campaign  videos  as  well  as  disease   state  content     Pa3ent  tes3monials,  MOAs,  health  related   content   Pa3ent  videos     Targeted  Pre-­‐roll   branded  &  unbranded  for  HCPs  and  consumers   branded  channel   channel   crea3ng  a  network  for  individual   channels  for  each  franchise/brand  or   product   part  of  several  major  campaigns   23  
How  are  you  using  HULU  for  adver3sing  and/or  marke3ng  efforts?     Digital  TV  extension  to  consumers     Display/video  ads   Paid  adver.sing   Targeted  Pre-­‐roll   Video  assets   Part  of  some  major  campaigns   24  
How  are  you  using  VIMEO  for  adver3sing  and/or  marke3ng  efforts?     Pa.ent  videos-­‐   marke.ng   Video  pos.ngs  for   Blogger  outreach   As  part  of  content   marke.ng  strategy   To    stream  videos  on  our   sites  -­‐  pa.ent   hos.ng  videos  that  are  placed  on  brand  websites   websites   part  of  a  few  campaigns   25  
How  are  you  using  Medscape  for  adver3sing  and/or  marke3ng  efforts?   Adver3sing   Adver3sing.      Non-­‐promo3onal   independent  educa3on  grants  (not   marke3ng  per  se)   All  opportuni3es   Both   Branded  and  non  Branded  campaigns   CME,  eDetailing   Display  adver3sing   Mul3ple  Ways  -­‐  standard  banner   adver3sing;  point  of  care  outreach;   conference  coverage  etc.       Sponsored  content  on  web  pages  and  email   branded  for  HCPs   consumer  marke3ng   edetailing  and  promo3on   Display/  Info  sites/eMail  marke3ng/CPA   HCP  branded  site   mostly  media,  not  content   Display/  Info  sites/eMail  marke3ng/CPA   product  microsite   Infosite  and  condi3on  road  blocking   part  of  most  HCP  campaigns   sponsorships   Medical  educa3on   26  
How  are  you  using  Quna3aMD  for  adver3sing  and/or  marke3ng  efforts?   Adver.sing   Closed  network   Display   Engaging  HCPs,  games   Sponsored  disease  areas   part  of  a  few  HCP  campaigns   27  
How  are  you  using  Sermo  for  adver3sing  and/or  marke3ng  efforts?     Market  research   Social  listening  and   messaging  program   Market  research,  sponsored  educa.onal  areas   Med-­‐Live  surveys   Use  as  feedback   channel   mostly  sponsorships   part  of  some  HCP  campaigns,   (and  many  campaigns  as  a   research  tool)   28  
How  are  you  using  Everyday  Health  for  adver3sing  and/or  marke3ng  efforts?     Adver.sing   Adver.sing,   consumer  research   mostly   media   Display   Display  and   targeted  ads   consumer   channel   SEO   crea.on   Display   adver.sing   sponsorships   U.lizing  the  EDH   network  for   extended  reach   to  consumer   target   part  of  most   major  consumer   campaigns     29  
How  are  you  using  WebMD  for  adver3sing  and/or  marke3ng  efforts?     Adver.sing   Adver.sing    Pa.ent  educa.on     Sponsored  sites  and  content   All  channels   Branding   Condi.on  and  Brand  Awareness   Promo.ons  and  Sponsorships  to   Pa.ent  and  Caregiver  targets   Display   Display  ads   Display  adver.sing   Sponsorships   Display/Info  site/email   marke.ng/CPA   General  pa.ent  educa.on     Awareness    Adver.sing   HCP  &  consumer   marke.ng  mix       Sponsored  content  on   web  pages  and  email   mostly  media,  some  content   part  of  most  major   consumer  campaigns   product  microsite   promo.onal  and   educa.onal   30  
Which  of  the  following  is  a  concern  or  challenge  within  your  organiza3on  related  to   online  video  today?  (please  check  all  that  apply)     70%   60%   50%   40%   30%   20%   10%   60%   54%   51%   49%   51%   43%   34%   29%   17%   37%   31%   26%   23%   20%   17%   14%   6%   9%   0%   31  
How  do  you  How  do  you  measure  the  success  of  your  online  video  projects  and   campaigns?     80%   70%   71%   66%   63%   60%   50%   40%   30%   29%   71%   54%   46%   34%   20%   10%   6%   11%   0%   32  
How  important  is  na3ve  OR  contextual  ad  placement  within  online  video  to  your   organiza3on  in  2013?  For  example,  placing  online  video  adver3sing  for  a  product  for  RA   within  content  about  RA.     50%   44%   45%   40%   35%   30%   21%   25%   20%   15%   10%   12%   9%   15%   5%   0%   a.  Not  at  all   important   b.  Somewhat   important   c.  Not  sure   d.  Somewhat   e.  Very  important   important   33  
How  would  you  compare  the  effec3veness  of  online  video  adver3sing  versus  television   adver3sing  today?     60%   49%   50%   40%   30%   21%   21%   20%   10%   0%   9%   0%   a.  Much  less   effec.ve   b.  Somewhat   less  effec.ve   c.  As  effec.ve   d.  Somewhat   e.  Much  more   more  effec.ve   effec.ve     34  
Which  aspects  of  online  video  adver3sing  do  you  nd  benecial?     (please  check  all  that  apply)   100%   90%   88%   80%   70%   70%   60%   52%   52%   55%   50%   40%   30%   18%   20%   3%   10%   0%   Targe.ng   Reach   capabili.es   Price   Ad  unit   Engaging   cost   None  of   rela.ve  to   formats   Formats   eciencies   the  above   TV   35  
Do  you  consider  online  video  adver3sing  to  be  less  effec3ve,  the  same  (neutral)  or  more   effec3ve  than  the  following  forms  of  adver3sing?     DISPLAY   Less  effec.ve   than  online  video   24%   24%   TELEVISION   52%   24%   Same  Neutral   More  effec.ve   than  online  video   36%   40%   Less  effec.ve   than  online  video   Same  Neutral   More  effec.ve   than  online  video   36  
Do  you  consider  online  video  adver3sing  to  be  less  effec3ve,  the  same  (neutral)  or  more   effec3ve  than  the  following  forms  of  adver3sing?     SEARCH   SOCIAL  MEDIA   27%   27%   46%   Less  effec.ve   than  online   video   Same  Neutral   49%   27%   24%   More  effec.ve   than  online   video   Less  effec.ve   than  online   video   Same  Neutral   More  effec.ve   than  online   video   DIRECT  RESPONSE   18%   33%   49%   Less  effec.ve   than  online   video   Same  Neutral   More  effec.ve   than  online   video   37  
Mobile  Media   38  
In  this  sec3on,  the  term  "mobile"  and  "mobile  media"  will  be  used  to  describe  the  use   of  devices  beyond  the  desktop  –  a  broad  category  of  portable  devices.  Given  the  vast   majority  of  the  mobile  experience  happens  on  smartphones  and  tablets  today,  please   think  of  these  devices  for  context.  On  a  scale  of  1  to  10,  where  1  is  the  worst  possible   strategy  and  10  is  the  best  possible  strategy,  how  would  you  rate  the  following.   Worst  Possible  Strategy   2   3   4   The  overall  strategy  and   approach  of  the   pharmaceu3cal  and  device   industry  towards  mobile   5   6   7   8   9   Best  Possible  Strategy   0%   20%   40%   60%   80%   100%   39  
Which  of  the  following  mobile  "apps"  have  you  implemented  in  the  past  12  months,  as   a  part  of  a  marke3ng  or  branding  campaign?   70%   60%   50%   40%   30%   20%   10%   0%   63%   50%   13%   19%   44%   13%   6%   40  
Using  a  scale  from  1  to  10,  please  state  whether  you  disagree  or  agree  with  the   following  statements.  1  meaning  "strongly  disagree"  and  10  meaning  "strongly  agree":   Strongly  disagree   2   3   4   5   6   7   8   9   Strongly  agree   We  see  signicant  poten3al  for  online  video  adver3sing  on   mobile  placorms     We  are  shiking  our  tradi3onal  media  budgets  towards   mobile  placorms  for  consumers   We  are  shiking  our  tradi3onal  media  budgets  towards   mobile  placorms  for  physicians   The  lack  of  regulatory  standards  specic  to  mobile   adver3sing  for  regulated  products  has  limited  our   investment  to  date   The  lack  of  network  standards  (format,  specs)  specic  to   mobile  adver3sing  has  limited  our  investment  to  date   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%  100%   41  
How  important  is  video  to  your  mobile  strategy  in  2013?   9%   18%   35%   Not  at  all  important   20%   18%   Somewhat  important   Not  Sure   Somewhat  important   Very  important   42  
How  important  will  video  be  to  your  mobile  strategy  in  2014?   12%   9%   17%   47%   15%   Not  at  all  important   Somewhat  important   Not  Sure   Somewhat  important   Very  important   43  
Change  Management   44  
As  digital  marke3ng  strategies  become  more  prevalent,  how  have  your  regulatory   departments  and/or  commibees  shiked  to  accommodate  these  approval  processes,   given  this  shik  towards  digital-­‐centric  marke3ng  efforts?   Learn  more  about  it.  Watch  for  OPDP   Lehers  to  set  examples   Limited  educa.on  of  review  teams   No   No  shii  at  all   The  shii  is  occurring  but  the  rate  of   change  is  not  quick  enough   Heavy  collabora.on.,  strong  partnership   The  digital  team  leads  educa.on   sessions  discussing  new  plakorms  and   how  regulatory  can  be  involved   For  the  most  part,  embraced  the  new  trends;   done  their  best  to  keep  current  with  FDA  trends,   best  prac.ces,  and  created  SOPs  to  accommodate   for  new  plakorms   being  involved  from  the  beginning  not   as  an  approval  process   Ac.vely  shaping  solu.ons  now  versus  just   regula.ng...strong  partnership  with  digital   marke.ng  team   helpful,  detailed  oriented  to  understand   they  have  moderately  shiied   45  
How  would  you  describe  how  your  organiza3on  is  structured  specific  to  digital?   Centralized  digital  group   working  with  all     38%   Decentralized  digital  experts/ leads  embedded  within  brands   56%   6%   A  hybrid  model  -­‐  mix  of   centralized  resources  and   decentralized  leads  embedded   within  brands   Other   46  
Where  does  digital  leadership  reside  within  your  organiza3on?     60%   50%   50%   40%   25%   30%   20%   6%   10%   6%   13%   0%   Marke.ng   Informa.on   Communica.ons   Centralized,   technology   integrated   group   No  one  group   Other  (please   owns  -­‐   explain  below)   leadership  is   spread   throughout  the   organiza.on   Other   47  
On  a  scale  from  1  to  10,  where  1  is  not  integrated  at  all  and  10  is  completely  integrated,   how  integrated  is  digital  within  your  organiza3on?     100%   90%   20%   8   Completely  Integrated   80%   7   70%   60%   8   33%   7   6   50%   40%   20%   6   5   20%   5   4   30%   10%   9   27%   3   2   Not  integrated  at  all   0%   Please  rank  digital  integra3on  within  your  company   48  
What  are  the  barriers  to  the  greater  use  of  digital  communica3on  technologies?   70%   63%   60%   44%   44%   50%   40%   10%   44%   25%   30%   20%   38%   13%   6%   6%   0%   49  
What  does  your  organiza3on  view  as  the  greatest  benets  from  digital  communica3ons?   100%   90%   80%   70%   60%   50%   40%   30%   20%   10%   0%   94%   69%   50%   38%   50  
Does  your  organiza3on  s3ll  measure  digital  as  a  unique  channel  in  2013?  For  example,  if   "yes"  ...  you  s3ll  look  at  digital  as  an  isolated  channel  and  if  "no"  your  organiza3on  looks  at   digital  within  the  overall  strategy.     60%   50%   50%   50%   Yes  -­‐  we  look  at  digital  in  isola.on   No  -­‐  we  look  at  digital  as  fully  integrated  in   our  measurement  metrics   40%   30%   20%   10%   0%   51  
How  would  you  describe  how  you  buy  digital  media  and  tradi3onal  media  today?   80%   70%   60%   50%   40%   69%   30%   20%   10%   0%   31%   We  buy  tradi.onal  media  (such  as  TV  and  print)   unique  -­‐  it  is  not  linked  with  digital  media  buying   We  have  integrated  our  buying  of  tradi.onal   media  (such  as  TV  and  print)  with  our  digital   media  buying   52  
How  would  you  describe  how  you  budget  for  digital  media  and  tradi3onal  media  today?   100%   90%   80%   70%   60%   50%   87%   40%   30%   20%   10%   0%   13%   We  budget  for  tradi.onal  media  (such  as  TV  and   We  have  integrated  our  budge.ng  of  tradi.onal   print)  as  a  unique  budget  -­‐  it  is  not  linked  with   media  (such  as  TV  and  print)  with  our  digital   digital  media  budge.ng   media  budge.ng   53  
Respondent  Demographics  (Prole)   54  
Please  describe  the  type  of  company  where  you  are  employed  today?     This  ques3on  will  be  used  for  the  subsequent  analysis  of  the  study  by  industry  sector.     8%   a.  Pharmaceu.cal   company   5%   44%   20%   b.  Medical  device   company   c.  Agency   15%   8%   d.  Consul.ng  rm   e.  Technology  company   (such  as  Google)   f.  OTHER   55  
How  many  years  have  you  been  in  your  current  posi3on?     25.0%   Count  Percent   20.0%   15.0%   10.0%   5.0%   0.0%   1   2   3   4   5   6   7   8   9   10   11   12   13   14   15   16   17   18   19   20   Value   56  
How  would  you  describe  your  professional  responsibili3es?   20%   Other   9%   Value   Medical,  legal,  or  regulatory   Working  within  the  "digital  group"   within  my  organiza.on   29%   43%   Working  on  several  brands   Working  on  a  specic  brand   0%   10%   20%   30%   40%   50%   Percent   57  
How  would  you  describe  your  primary  geographic  focus?     26%   US   Europe   Asia   Truly  Global   74%   Other   58  
For  More  Informa.on…   DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to info@digitalhealthcoalition.org 59  
DHC/Google  2013     Execu3ve  Landscape  Study   60  

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DHC/Google 2013 Executive Landscape Reference Deck

  • 1.
    DHC/Google  2013     Execu3ve  Landscape  Study   1  
  • 2.
    Digital  Health  Coali.on  2013  Execu.ve  Landscape  Study   The  Voice  of  the  DHC  Membership   q  Feedback gathered in September/October 2013 q  Online survey sent to invited members/organizations q  Responses from a total of 60 members/organizations q  Survey topics included digital, online video, mobile, and change management/innovation 2  
  • 3.
    Digital  Health  Coali.on  2013  Execu.ve  Landscape  Study   Invita.ons  Went  to  Members  at  the  Following  Organiza.ons   q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  WebMD JUICE Pharma Google Chandler Chicco Physicians Interactive Greater Than One Klick Digital Insights Group CMPI Arnold Friede & Associates MDM PPC CHC SPM pathForward Roche Lilly Sanofi AZ GSK Roche Diagnostics JNJ Galderma GE Inventiv Velocidi q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  Doximity E-Healthcare M3 Twitter Manhattan Research Roska CMI Media QualityHealth Havas Digitas InTouch Siren Digitas GA Communications Heartbeat QuantiaMD HealthDay MePlusYou comScore SAS ListenLogic The Futures Company Palio Semantelli IO Media Pfizer PAAB q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  q  Lundbeck Novo Novartis Daichi-Sankyo Takeda (Millenium) Hologic Boston Scientific Abbott Genentech Gilead Shire Biogen Eisai Bayer Amgen CSL Behring BI Optimer Astellas MedImmune Siemens UCB SocialQI Evolution Road Virsci WEGO Hale Advisors 3  
  • 4.
    For  More  Informa.on…   DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to info@digitalhealthcoalition.org 4  
  • 5.
  • 6.
    How  would  you  describe  the  pharmaceu3cal  and  device  industry's  use  of  the  following  tac3cs  as   compared  with  other  industries  today  -­‐  for  adver3sing  and/or  marke3ng  purposes.     se  of  digital  overall,  how   a.  With  respect  to  the  uhe  pharmaceu3cal  and  device   would  you  describe  t industry  compared  with  other  industries  today?   24%   7%   24%   45%   espect   o  t edia,  how   b.   With  rescribe  tthe  he  use  of  social  mnd  device  iwould   you  d pharmaceu3cal  a ndustry   compared  with  others  with  other  industries  today?   We  are  very  far  behind   others   We  are  slightly  behind   others   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   29%   We  are  very  far  behind   others   5%   2%   We  are  slightly  behind   others   64%   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   We  are  very  far  ahead  of   others   We  are  very  far  ahead  of   others   Don’t  know   Don’t  know   6  
  • 7.
    How  would  you  describe  the  pharmaceu3cal  and  device  industry's  use  of  the  following  tac3cs  as   compared  with  other  industries  today  -­‐  for  adver3sing  and/or  marke3ng  purposes.     se  of  mobile  overall,  how   r to  t online  video  overall,   c.   With  respect  to  the  uhe  pharmaceu3cal  and  device   d.  With  wespect  ou  dhe  use  otf  he  pharmaceu3cal  and   would  you  describe  t how   ould  y escribe   industry  compared  with  others  with  other   industries  today?   15%   4%   45%   We  are  very  far  behind   others   36%   We  are  slightly  behind   others   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   device  industry  compared  with  others  with  other   industries  today?   7%  2%   35%   31%   We  are  very  far  behind   others   25%   We  are  slightly  behind   others   We  like  to  think  we  are   "just  average"   We  are  slightly  ahead  of   others   We  are  very  far  ahead  of   others   We  are  very  far  ahead  of   others   Don’t  know   Don’t  know   7  
  • 8.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     a.   Social  media  for  health  professionals   4%   49%   2%   45%   b.   Mobile  content  for  smartphones  for  professionals     Decrease   Decrease   26%   Stay  the   same   Increase   74%   Increase   Don’t  know   c.  Mobile  content  for  tablets  for  professionals   Decrease   22%   78%   Don’t  know   d.   Mobile  display  adver3sing  for  health  professionals     8%   6%   Stay  the   same   Increase   Don’t  know   Stay  the   same   41%   Decrease   Stay  the   same   45%   Increase   Don’t  know   8  
  • 9.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     e.  Mobile  video  adver3sing  for  health  professionals     f.   Product  websites  (brand.com)  for  health  professionals     11%   31%   4%   2%   Decrease   22%   Stay  the   same   54%   6%   Increase   Stay  the   same   70%   Don’t  know   g.   Professional  video  (intended  for  health   professionals)  for  branded  products     4%   45%   2%   49%   Decrease   Don’t  know   Increase   Don’t  know   h.   Professional  video  (intended  for  health   professionals)  for  educa3on  and  outreach     2%   55%   4%   Decrease   39%   Stay  the   same   Increase   Decrease   Stay  the   same   Increase   Don’t  know   9  
  • 10.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     i.   Online  video  adver3sing  for  health  professionals     j.   Display  adver3sing  for  physicians/professionals     8%   33%   2%   8%   Decrease   14%   25%   Stay  the   same   57%   Stay  the   same   Increase   53%   Don’t  know   k.   Paid  search  for  physicians/professionals     4%   Decrease   37%   55%   4%   Don’t  know   Increase   Don’t  know   l.   Search  op3miza3on  strategies  for  health   professional  content     4%   Stay  the   same   Increase   Decrease   Decrease   35%   61%   Stay  the   same   Increase   Don’t  know   10  
  • 11.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  HEALTH  PROFESSIONALS?     m.   Mobile  Apps  for  Health  professionals   6%   33%   61%   Decrease   Stay  the   same   Increase   Don’t  know   n.   Email  Marke3ng  for  Health  professionals   4%   43%   12%   Decrease   Stay  the   same   41%   Increase   Don’t  know   11  
  • 12.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Social  media  for  consumers   8%   4%   28%   8%   Decrease   Don’t  know   Mobile  content  for  tablets  for  consumers   8%   2%   Decrease   37%   53%   25%   Stay  the  same   Increase   61%   Mobile  content  for  smartphones  for  consumers   Don’t  know   Stay  the  same   Increase   67%   Don’t  know   Mobile  display  adver3sing  for  consumers   Stay  the   same   Increase   Decrease   12%   2%   43%   43%   Decrease   Stay  the   same   Increase   Don’t  know   12  
  • 13.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Mobile  video  adver3sing  for  consumers   12%   37%   2%   49%   Product  websites  (brand.com)  for  consumers   Decrease   4%   Stay  the   same   27%   Increase   6%   Stay  the   same   63%   Don’t  know   Disease  or  unbranded  websites    (disease.com)    for  consumers   4%   10%   Decrease   47%   Increase   Don’t  know   Increase   Don’t  know   Consumer  video  for  branded  products   8%   55%   6%   Decrease   31%   Stay  the   same   39%   Decrease   Stay  the   same   Increase   Don’t  know   13  
  • 14.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Consumer  video  for  disease  educa3on  and  outreach   7%   4%   Decrease   23%   Online  video  adver3sing  for  consumers   Stay  the   same   Increase   66%   10%   2%   Decrease   35%   Stay  the   same   53%   Increase   Don’t  know   Online  communi3es  for  consumers  with     specific  condi3ons   8%   0%   Decrease   41%   51%   Stay  the   same   Increase   Don’t  know   Don’t  know   Display  adver3sing  for  consumers   6%   12%   Decrease   Stay  the   same   37%   45%   Increase   Don’t  know   14  
  • 15.
    How  do  you  project  your  budget  alloca3on  (or  the  alloca3on  of  your  clients)  will  change  for  the  following   strategies  and  tac3cs  over  the  next  12  months,  with  the  respect  to  marke3ng  to  CONSUMERS?   Paid  search  for  consumers   6%   2%   Decrease   37%   Search  op3miza3on  strategies  for  consumers   Stay  the   same   55%   Increase   4%   39%   57%   48%   2%   Decrease   33%   17%   Stay  the   same   Increase   Don’t  know   Stay  the   same   Increase   Don’t  know   Mobile  apps  for  consumers   Decrease   Don’t  know   Email marketing for consumers   6%   39%   16%   Decrease   Stay  the   same   39%   Increase   Don’t  know   15  
  • 16.
    Please  rank  the  following  PROFESSIONAL  strategies  and  tac3cs  from  high  to  low  based  on  their   expected  ROI  over  the  next  12  months?  For  example,  if  social  media  for  health  professionals  had  the   highest  expected  ROI  it  would  rank  1  ...  if  it  had  the  lowest  expected  ROI  it  would  be  last  on  the  list.   . 450   400   350   Total  Score   300   250   200   150   100   50   0   16  
  • 17.
    Please  rank  the  following  CONSUMER  strategies  and  tac3cs  from  high  to  low  based  on  their  expected   ROI  over  the  next  12  months?  For  example,  if  social  media  for  consumers  had  the  highest  expected   ROI  it  would  rank  1  ...  if  it  had  the  lowest  expected  ROI  it  would  be  last  on  the  list.     500   450   400   350   Total  Score   300   250   200   150   100   50   0   17  
  • 18.
  • 19.
    In  this  sec3on,  the  term  "online  video"  will  be  used  to  describe  the  broad  category  of  online  video   (marke3ng,  adver3sing,  content,  etc.)  unless  specied  otherwise  in  the  individual  ques3on.  Using  a   scale  of  1  to  10,  please  state  how  important  online  video  is  to  your  organiza3on.    1  meaning  "not  at  all   important"  and  10  meaning  "very  important":   Not  at  all  important   2   How  important  is  online  video   (overall  including  content,   adver3sing,  etc.)  to  the  success   of  your  adver3sing  or  marke3ng   goals?     3   4   5   6   7   8   0%   20%   40%   60%   80%  100%   9   19  
  • 20.
    Using  a  scale  of  1  to  10,  please  state  whether  you  disagree  or  agree  with  the  following   statement.  1  meaning  "strongly  disagree"  and  10  meaning  "strongly  agree":   Online  video  adver3sing  provides  brands  and   marketers  beber  targeted  compared  to  TV   adver3sing   Strongly  Disagree   2   Online  video  will  take  budget  from  tradi3onal   TV  adver3sing  in  my  company  in  the  near   future  (next  12  months)   3   4   5   Online  video  has  already  taken  budget  from   tradi3onal  TV  adver3sing  in  my  company  (past   12  months)   6   7   A  benefit  of  buying  online  video  adver3sing  is   the  pricing  efficiency  compared  to  tradi3onal   offline  channel   8   9   10   Online  video  allows  smaller  brands  (under  $1   billion  in  sales)  an  op3on  when  TV  adver3sing   is  not  possible     Don’t  Know   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%  100%   20  
  • 21.
    Which  of  the  below  placorms  are  you  currently  using  for  adver3sing  or  marke3ng  to   HCPs  and/or  consumers?     YOUTUBE   18%   HULU   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to  HCPs   31%   Use  for  Adver.sing/ Marke.ng  to   Consumers   42%   40%   Use  for  Adver.sing/ Marke.ng  to   Consumers   66%   Use  for  BOTH   Consumers  and   HCPs   3%   Do  not  use   Do  not  use   VIMEO   3%   67%   19%   11%   Use  for  BOTH   Consumers  and   HCPs   MEDSCAPE   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to   Consumers   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   19%   5%   5%   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to   Consumers   71%   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   21  
  • 22.
    Which  of  the  below  placorms  are  you  currently  using  for  adver3sing  or  marke3ng  to   HCPs  and/or  consumers?     Quna3aMD   SERMO   Use  for  Adver.sing/ Marke.ng  to  HCPs   40%   60%   Use  for  Adver.sing/ Marke.ng  to  HCPs   37%   Use  for  Adver.sing/ Marke.ng  to   Consumers   60%   Use  for  BOTH   Consumers  and   HCPs   3%   Do  not  use   EVERYDAY  HEALTH   3%   39%   45%   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   WebMD   8%   Use  for  Adver.sing/ Marke.ng  to  HCPs   23%   Use  for  Adver.sing/ Marke.ng  to   Consumers   Use  for  BOTH   Consumers  and   HCPs   13%   Use  for  Adver.sing/ Marke.ng  to   Consumers   Do  not  use   49%   21%   Use  for  Adver.sing/ Marke.ng  to  HCPs   Use  for  Adver.sing/ Marke.ng  to   Consumers   Use  for  BOTH   Consumers  and   HCPs   Do  not  use   22  
  • 23.
    How  are  you  using  YouTube  for  adver3sing  and/or  marke3ng  efforts?   Educa3onal,  pa3ent  communi3es   Adver3sing    Educa3on    Mechanism   of  disease    Mechanism  of  ac3on     Tes3monial     As  part  of  content  marke3ng  strategy   Brand  channels   Branded  YouTube  channel  for  a   specific  disease  state/treatment     (1  live  and  1  in  development)   Branded  YouTube  channels     Branded  and  non  branded  content   Consumer  and  HCP  Display  adver3sing   and  user  and  brand  channels     Disease  educa3on.  Mechanism  of  ac3on   of  disease.  Science.     Tes3monial.  General  awareness.     Informa3onal/  Disease  State  Awareness  Videos   Loading  campaign  videos  as  well  as  disease   state  content     Pa3ent  tes3monials,  MOAs,  health  related   content   Pa3ent  videos     Targeted  Pre-­‐roll   branded  &  unbranded  for  HCPs  and  consumers   branded  channel   channel   crea3ng  a  network  for  individual   channels  for  each  franchise/brand  or   product   part  of  several  major  campaigns   23  
  • 24.
    How  are  you  using  HULU  for  adver3sing  and/or  marke3ng  efforts?     Digital  TV  extension  to  consumers     Display/video  ads   Paid  adver.sing   Targeted  Pre-­‐roll   Video  assets   Part  of  some  major  campaigns   24  
  • 25.
    How  are  you  using  VIMEO  for  adver3sing  and/or  marke3ng  efforts?     Pa.ent  videos-­‐   marke.ng   Video  pos.ngs  for   Blogger  outreach   As  part  of  content   marke.ng  strategy   To    stream  videos  on  our   sites  -­‐  pa.ent   hos.ng  videos  that  are  placed  on  brand  websites   websites   part  of  a  few  campaigns   25  
  • 26.
    How  are  you  using  Medscape  for  adver3sing  and/or  marke3ng  efforts?   Adver3sing   Adver3sing.      Non-­‐promo3onal   independent  educa3on  grants  (not   marke3ng  per  se)   All  opportuni3es   Both   Branded  and  non  Branded  campaigns   CME,  eDetailing   Display  adver3sing   Mul3ple  Ways  -­‐  standard  banner   adver3sing;  point  of  care  outreach;   conference  coverage  etc.       Sponsored  content  on  web  pages  and  email   branded  for  HCPs   consumer  marke3ng   edetailing  and  promo3on   Display/  Info  sites/eMail  marke3ng/CPA   HCP  branded  site   mostly  media,  not  content   Display/  Info  sites/eMail  marke3ng/CPA   product  microsite   Infosite  and  condi3on  road  blocking   part  of  most  HCP  campaigns   sponsorships   Medical  educa3on   26  
  • 27.
    How  are  you  using  Quna3aMD  for  adver3sing  and/or  marke3ng  efforts?   Adver.sing   Closed  network   Display   Engaging  HCPs,  games   Sponsored  disease  areas   part  of  a  few  HCP  campaigns   27  
  • 28.
    How  are  you  using  Sermo  for  adver3sing  and/or  marke3ng  efforts?     Market  research   Social  listening  and   messaging  program   Market  research,  sponsored  educa.onal  areas   Med-­‐Live  surveys   Use  as  feedback   channel   mostly  sponsorships   part  of  some  HCP  campaigns,   (and  many  campaigns  as  a   research  tool)   28  
  • 29.
    How  are  you  using  Everyday  Health  for  adver3sing  and/or  marke3ng  efforts?     Adver.sing   Adver.sing,   consumer  research   mostly   media   Display   Display  and   targeted  ads   consumer   channel   SEO   crea.on   Display   adver.sing   sponsorships   U.lizing  the  EDH   network  for   extended  reach   to  consumer   target   part  of  most   major  consumer   campaigns     29  
  • 30.
    How  are  you  using  WebMD  for  adver3sing  and/or  marke3ng  efforts?     Adver.sing   Adver.sing    Pa.ent  educa.on     Sponsored  sites  and  content   All  channels   Branding   Condi.on  and  Brand  Awareness   Promo.ons  and  Sponsorships  to   Pa.ent  and  Caregiver  targets   Display   Display  ads   Display  adver.sing   Sponsorships   Display/Info  site/email   marke.ng/CPA   General  pa.ent  educa.on     Awareness    Adver.sing   HCP  &  consumer   marke.ng  mix       Sponsored  content  on   web  pages  and  email   mostly  media,  some  content   part  of  most  major   consumer  campaigns   product  microsite   promo.onal  and   educa.onal   30  
  • 31.
    Which  of  the  following  is  a  concern  or  challenge  within  your  organiza3on  related  to   online  video  today?  (please  check  all  that  apply)     70%   60%   50%   40%   30%   20%   10%   60%   54%   51%   49%   51%   43%   34%   29%   17%   37%   31%   26%   23%   20%   17%   14%   6%   9%   0%   31  
  • 32.
    How  do  you  How  do  you  measure  the  success  of  your  online  video  projects  and   campaigns?     80%   70%   71%   66%   63%   60%   50%   40%   30%   29%   71%   54%   46%   34%   20%   10%   6%   11%   0%   32  
  • 33.
    How  important  is  na3ve  OR  contextual  ad  placement  within  online  video  to  your   organiza3on  in  2013?  For  example,  placing  online  video  adver3sing  for  a  product  for  RA   within  content  about  RA.     50%   44%   45%   40%   35%   30%   21%   25%   20%   15%   10%   12%   9%   15%   5%   0%   a.  Not  at  all   important   b.  Somewhat   important   c.  Not  sure   d.  Somewhat   e.  Very  important   important   33  
  • 34.
    How  would  you  compare  the  effec3veness  of  online  video  adver3sing  versus  television   adver3sing  today?     60%   49%   50%   40%   30%   21%   21%   20%   10%   0%   9%   0%   a.  Much  less   effec.ve   b.  Somewhat   less  effec.ve   c.  As  effec.ve   d.  Somewhat   e.  Much  more   more  effec.ve   effec.ve     34  
  • 35.
    Which  aspects  of  online  video  adver3sing  do  you  nd  benecial?     (please  check  all  that  apply)   100%   90%   88%   80%   70%   70%   60%   52%   52%   55%   50%   40%   30%   18%   20%   3%   10%   0%   Targe.ng   Reach   capabili.es   Price   Ad  unit   Engaging   cost   None  of   rela.ve  to   formats   Formats   eciencies   the  above   TV   35  
  • 36.
    Do  you  consider  online  video  adver3sing  to  be  less  effec3ve,  the  same  (neutral)  or  more   effec3ve  than  the  following  forms  of  adver3sing?     DISPLAY   Less  effec.ve   than  online  video   24%   24%   TELEVISION   52%   24%   Same  Neutral   More  effec.ve   than  online  video   36%   40%   Less  effec.ve   than  online  video   Same  Neutral   More  effec.ve   than  online  video   36  
  • 37.
    Do  you  consider  online  video  adver3sing  to  be  less  effec3ve,  the  same  (neutral)  or  more   effec3ve  than  the  following  forms  of  adver3sing?     SEARCH   SOCIAL  MEDIA   27%   27%   46%   Less  effec.ve   than  online   video   Same  Neutral   49%   27%   24%   More  effec.ve   than  online   video   Less  effec.ve   than  online   video   Same  Neutral   More  effec.ve   than  online   video   DIRECT  RESPONSE   18%   33%   49%   Less  effec.ve   than  online   video   Same  Neutral   More  effec.ve   than  online   video   37  
  • 38.
  • 39.
    In  this  sec3on,  the  term  "mobile"  and  "mobile  media"  will  be  used  to  describe  the  use   of  devices  beyond  the  desktop  –  a  broad  category  of  portable  devices.  Given  the  vast   majority  of  the  mobile  experience  happens  on  smartphones  and  tablets  today,  please   think  of  these  devices  for  context.  On  a  scale  of  1  to  10,  where  1  is  the  worst  possible   strategy  and  10  is  the  best  possible  strategy,  how  would  you  rate  the  following.   Worst  Possible  Strategy   2   3   4   The  overall  strategy  and   approach  of  the   pharmaceu3cal  and  device   industry  towards  mobile   5   6   7   8   9   Best  Possible  Strategy   0%   20%   40%   60%   80%   100%   39  
  • 40.
    Which  of  the  following  mobile  "apps"  have  you  implemented  in  the  past  12  months,  as   a  part  of  a  marke3ng  or  branding  campaign?   70%   60%   50%   40%   30%   20%   10%   0%   63%   50%   13%   19%   44%   13%   6%   40  
  • 41.
    Using  a  scale  from  1  to  10,  please  state  whether  you  disagree  or  agree  with  the   following  statements.  1  meaning  "strongly  disagree"  and  10  meaning  "strongly  agree":   Strongly  disagree   2   3   4   5   6   7   8   9   Strongly  agree   We  see  signicant  poten3al  for  online  video  adver3sing  on   mobile  placorms     We  are  shiking  our  tradi3onal  media  budgets  towards   mobile  placorms  for  consumers   We  are  shiking  our  tradi3onal  media  budgets  towards   mobile  placorms  for  physicians   The  lack  of  regulatory  standards  specic  to  mobile   adver3sing  for  regulated  products  has  limited  our   investment  to  date   The  lack  of  network  standards  (format,  specs)  specic  to   mobile  adver3sing  has  limited  our  investment  to  date   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%  100%   41  
  • 42.
    How  important  is  video  to  your  mobile  strategy  in  2013?   9%   18%   35%   Not  at  all  important   20%   18%   Somewhat  important   Not  Sure   Somewhat  important   Very  important   42  
  • 43.
    How  important  will  video  be  to  your  mobile  strategy  in  2014?   12%   9%   17%   47%   15%   Not  at  all  important   Somewhat  important   Not  Sure   Somewhat  important   Very  important   43  
  • 44.
  • 45.
    As  digital  marke3ng  strategies  become  more  prevalent,  how  have  your  regulatory   departments  and/or  commibees  shiked  to  accommodate  these  approval  processes,   given  this  shik  towards  digital-­‐centric  marke3ng  efforts?   Learn  more  about  it.  Watch  for  OPDP   Lehers  to  set  examples   Limited  educa.on  of  review  teams   No   No  shii  at  all   The  shii  is  occurring  but  the  rate  of   change  is  not  quick  enough   Heavy  collabora.on.,  strong  partnership   The  digital  team  leads  educa.on   sessions  discussing  new  plakorms  and   how  regulatory  can  be  involved   For  the  most  part,  embraced  the  new  trends;   done  their  best  to  keep  current  with  FDA  trends,   best  prac.ces,  and  created  SOPs  to  accommodate   for  new  plakorms   being  involved  from  the  beginning  not   as  an  approval  process   Ac.vely  shaping  solu.ons  now  versus  just   regula.ng...strong  partnership  with  digital   marke.ng  team   helpful,  detailed  oriented  to  understand   they  have  moderately  shiied   45  
  • 46.
    How  would  you  describe  how  your  organiza3on  is  structured  specific  to  digital?   Centralized  digital  group   working  with  all     38%   Decentralized  digital  experts/ leads  embedded  within  brands   56%   6%   A  hybrid  model  -­‐  mix  of   centralized  resources  and   decentralized  leads  embedded   within  brands   Other   46  
  • 47.
    Where  does  digital  leadership  reside  within  your  organiza3on?     60%   50%   50%   40%   25%   30%   20%   6%   10%   6%   13%   0%   Marke.ng   Informa.on   Communica.ons   Centralized,   technology   integrated   group   No  one  group   Other  (please   owns  -­‐   explain  below)   leadership  is   spread   throughout  the   organiza.on   Other   47  
  • 48.
    On  a  scale  from  1  to  10,  where  1  is  not  integrated  at  all  and  10  is  completely  integrated,   how  integrated  is  digital  within  your  organiza3on?     100%   90%   20%   8   Completely  Integrated   80%   7   70%   60%   8   33%   7   6   50%   40%   20%   6   5   20%   5   4   30%   10%   9   27%   3   2   Not  integrated  at  all   0%   Please  rank  digital  integra3on  within  your  company   48  
  • 49.
    What  are  the  barriers  to  the  greater  use  of  digital  communica3on  technologies?   70%   63%   60%   44%   44%   50%   40%   10%   44%   25%   30%   20%   38%   13%   6%   6%   0%   49  
  • 50.
    What  does  your  organiza3on  view  as  the  greatest  benets  from  digital  communica3ons?   100%   90%   80%   70%   60%   50%   40%   30%   20%   10%   0%   94%   69%   50%   38%   50  
  • 51.
    Does  your  organiza3on  s3ll  measure  digital  as  a  unique  channel  in  2013?  For  example,  if   "yes"  ...  you  s3ll  look  at  digital  as  an  isolated  channel  and  if  "no"  your  organiza3on  looks  at   digital  within  the  overall  strategy.     60%   50%   50%   50%   Yes  -­‐  we  look  at  digital  in  isola.on   No  -­‐  we  look  at  digital  as  fully  integrated  in   our  measurement  metrics   40%   30%   20%   10%   0%   51  
  • 52.
    How  would  you  describe  how  you  buy  digital  media  and  tradi3onal  media  today?   80%   70%   60%   50%   40%   69%   30%   20%   10%   0%   31%   We  buy  tradi.onal  media  (such  as  TV  and  print)   unique  -­‐  it  is  not  linked  with  digital  media  buying   We  have  integrated  our  buying  of  tradi.onal   media  (such  as  TV  and  print)  with  our  digital   media  buying   52  
  • 53.
    How  would  you  describe  how  you  budget  for  digital  media  and  tradi3onal  media  today?   100%   90%   80%   70%   60%   50%   87%   40%   30%   20%   10%   0%   13%   We  budget  for  tradi.onal  media  (such  as  TV  and   We  have  integrated  our  budge.ng  of  tradi.onal   print)  as  a  unique  budget  -­‐  it  is  not  linked  with   media  (such  as  TV  and  print)  with  our  digital   digital  media  budge.ng   media  budge.ng   53  
  • 54.
  • 55.
    Please  describe  the  type  of  company  where  you  are  employed  today?     This  ques3on  will  be  used  for  the  subsequent  analysis  of  the  study  by  industry  sector.     8%   a.  Pharmaceu.cal   company   5%   44%   20%   b.  Medical  device   company   c.  Agency   15%   8%   d.  Consul.ng  rm   e.  Technology  company   (such  as  Google)   f.  OTHER   55  
  • 56.
    How  many  years  have  you  been  in  your  current  posi3on?     25.0%   Count  Percent   20.0%   15.0%   10.0%   5.0%   0.0%   1   2   3   4   5   6   7   8   9   10   11   12   13   14   15   16   17   18   19   20   Value   56  
  • 57.
    How  would  you  describe  your  professional  responsibili3es?   20%   Other   9%   Value   Medical,  legal,  or  regulatory   Working  within  the  "digital  group"   within  my  organiza.on   29%   43%   Working  on  several  brands   Working  on  a  specic  brand   0%   10%   20%   30%   40%   50%   Percent   57  
  • 58.
    How  would  you  describe  your  primary  geographic  focus?     26%   US   Europe   Asia   Truly  Global   74%   Other   58  
  • 59.
    For  More  Informa.on…   DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to info@digitalhealthcoalition.org 59  
  • 60.
    DHC/Google  2013     Execu3ve  Landscape  Study   60 Â