The document discusses several digital trends in healthcare and their implications. It covers trends like increased mobility and use of mobile devices, expectations for personalization based on consumer data, growth of niche social networks focused on specific interests, increased self-tracking of health metrics, and challenges of divided attention in an always-connected world. The document also discusses how these trends are impacting healthcare marketing and areas like increased focus on mobile tools and apps, sharing of screens in collaborative experiences, retail self-care, use of content to foster connections, growth of telehealth, reclaiming of consumer data, competitive learning, and focus on digital intellectual property.

1. HEALTHCARE 2013
DIGITAL TRENDS
Third annual report on
our world, our industry
and our opportunity

2. ABOUT THIS PRESENTATION
Our third-annual digital trends in healthcare report
was co-created by digital enthusiasts throughout
GSW and at our sister agencies.
Key contributors included: Abdul Khimani, Amy Morrison, Leigh
Householder, Patrick Ortlieb, Patrick Richard, Phil Storer, Ryan Deshazer, Sarah
Tang, Scott Holley, Stephan Saba, Tyler Durbin, Wade Taubken, Whitney Poma
To discuss this report live or request a presentation of trends, please
contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com

3. DIGITAL IN CONTEXT:
FOUR KEY BUSINESS TRENDS
In the last decade, our industry 2. Biologic innovation: Biologics are
brought 300 new drugs to filling pipelines with the next
market, created new categories of generation of "blockbusters.‖ These
care, and served millions with a single more expensive drugs serve smaller
compound. The years ahead will look patient populations and will demand
very different, driven by four key both payer partnerships and new
trends: levels of patient service.
1. Commoditization: 3. Fewer Human Connections: The
Increasingly, we’ll see drugs that are explosion of specialty pharma, payer
5th, 6th, 7th to market with small interventions, and digital consultations
feature differentiation and limited will continue to make medicine more
impact. Generic erosion and off-label remote and disconnected from the
writing will further muddy crowded core human interactions that once
categories. drove experience.

4. 4. DIGITAL TAKES THE LEAD IN THE
MARKETING SUITE
A recent survey found that pharmaceutical manufacturers increased
the involvement of digital media in their marketing mixes from 27.6%
in 2009 to 48.8% in 2011.
In 2013, it’s expected to take a firm lead in marketing investment.
Let’s take a look at just what digital can do:
―Pharmaceutical Digital Marketing and Social Media,‖ a study published by Cutting Edge Information, 2012

5. OUR WORLD
Trends changing how we live and work

6. OVERVIEW
1 2 3
FULL KNOW ME COMMON
MOBILITY EXPECTATION INTEREST
4 5
QUANTIFIED DIVIDED
IMPACT ATTENTION

7. 1 FULL MOBILITY
In 2013, mobile phones will
overtake PCs as the most common way
to access the web.
Gartner, 2012

8. Increasingly mobile users won’t differentiate
between devices, they’ll move seamlessly between
them. Expecting to be able to find everything they
need on any device — phone, reader, tablet,
laptop — they might be carrying. And, augmenting
the experience of a big screen — gaming,
television, movie — with what they can find on
smaller screens. Our opportunity is to think about
mobilty, not mobile.
Stephan Saba
VP, Digital Strategy
GSW Worldwide

9. MOBILE ACCESS:
MY PERSONAL
CLOUD
After all the technical hub-
bub about 2012 being the
year of mega servers and
enterprise clouds, 2013 is
set to make the cloud easy
and personal. These
personal clouds will be the
single biggest enabler of
mobility.
The number of personal cloud
subscriptions worldwide topped 375
million in the first half of 2012.
They’re expected to more than
double in 2013.
IHS iSuppli, 2012

10. MOBILE TOOLS:
A TABLET UNDER EVERY TREE
Tablet sales will more than double this Christmas, grabbing the
largest slice of the consumer electronics market.
Apple’s iPad and iOS
software will continue to
lead this holiday season,
but by mid 2013, we
expect the Android
platform to own the
critical 50%+ of the
market.

11. MOBILE ADOPTION:
NEWLY MOBILE SENIOR SET
More seniors than teens own tablets. Texting and growing smartphone
adoption are adding to the mobility of people ages 65+
13% 8%
Of people 65+ own Of people 65+ own 34%
smartphones tablets Of people 65+ send
and receive texts
Compare to: Compare to:
46% of all adults 5.5% of 13–15 year Compare to:
34% of 50–64 year olds 80% of all adults
olds 20% of 35–44 year 72% of 50–64 year
olds olds
Pew Internet and American Life Project, 2012

12. 2 KNOW ME
EXPECTATION
Online consumers expect companies to
use what they know to tailor digital
experiences to their needs.

13. Imagine your own digital identity trail: what you’ve
searched, bought, shared, and recommended. When and
where you’ve logged on and what devices you rely on. It’s
a rich view into your preferences and a strong predictor of
what else you’ll care about. And, importantly, it’s
something most digital consumers expect brands to use.
Increasingly, they expect brands to use what they know to
create more relevant experiences, deliver custom
offers, and make meaningful recommendations. That’s
creating a new digital divide – between the companies
that ―know me‖ and companies that pretend we’ve just
met.
Abdul Khimani
Director of Analytics
GSW Worldwide

14. THE NEW DECISION SET:
SOLOMO
When someone visits a website, we immediately know three
things: what device they’re using, where they’re located and what
time of day it is. If they’re logged in, we can add another
dimension: who they’re connected to.
SoLoMo stands for social-local-
mobile. It’s an emerging new
standard for apps, search and
experience. One focused on using
what we know about people to give
them highly-targeted, context-rich
communications that are immediately
actionable.

15. A FAIR TRADE:
IDENTITY AS CURRENCY
There’s one thing you can’t buy online: Privacy. Instead, people
trade it – sharing personal identity for access and free
services, while constantly renegotiating what they’ll share and for
how much.
Universal login options – like ―sign in with Facebook‖ – simplify
signup, but increase questions about identity and access. How
much do you need to know to send me a coupon?

16. A NEW THIN LINE:
COOL OR CREEPY?
People expect apps and websites to be customized based on their
preferences and behavior, but not too customized … Retailers like
Urban Outfitters have seen a backlash when personalization got
too presumptuous and overt.
It turns out that
hyper-customization
may produce
reactions similar to
the ―uncanny valley‖
effect in robotics in
which people find
themselves repulsed
by humanoids that
too closely resemble
human beings.

17. 3 COMMON INTEREST
COMMUNITIES
Smaller social communities connect
people around common interests or
geographies.

18. This isn’t another prediction about the end of
Facebook. Instead it’s a next era of adoption.
People will continue to use Facebook for broad
updates and ambient connections. But, they’ll
also increasingly use niche communities to go
deep with people and media they care about.
Whitney Poma
Social Media Analyst
GSW Worldwide

19. POWERFUL PHOTOS:
TO PIN OR
FILTER?
The current darlings of
interest-based social media
appeal to users’ creativity.
On instagram, users apply
filters to upgrade digital
photos. On Pinterest, they
amass visual collections of
inspiration. Through Spotify,
they can share best-ever
playlists.
What social network got to 10
million users the fastest? Not
Facebook, Pinterest.

20. SMALLER NETWORKS:
THE NEW “IN” CROWD
Remember Dunbar’s number? It’s the equation that points to how
many friends — people you have some kind of reciprocated
relationship with — you can really have. It’s 150 — despite what
your current Facebook count might tell you. Micro communities
like Path couldn’t agree more. They use friend limits to make you
choose who your real friends are.
Nextdoor uses geography to
keep networks intimate. Users
join with their home address and
are automatically placed into a
home neighborhood. All their
connections and content come
from people who live nearby.

21. CONNECTED
CORPORATIONS:
WANT TO
CHATTER?
A growing number of companies
are using internal social networks
to encourage employees to share
their thoughts, opinions and ideas
with their colleagues. Nearly
100,000 companies use the
industry-leading solution, Chatter,
by Salesforce.com

22. 4 QUANTIFIED IMPACT
Once just a nation of calorie counters,
America is now home to a critical mass of
self-trackers.

23. Quantified self enthusiasts have long believed
that measuring your everyday activities can
help improve your quality of life.
Their commitment to tracking went
mainstream when clip-on and slip-on trackers
made it easier than ever to find out just what
kind of impact exercise, sleeping and eating
are really having on health goals.
Patrick Richard
VP, Digital Strategist
GSW Worldwide

24. PART OF A GROUNDSWELL:
70% OF AMERICANS ARE SELF-
TRACKING
Sixty percent of Americans are
tracking weight, diet, or exercise.
One-third track health indicators or
symptoms, and one-third are tracking
a health indicator for a loved one they
care for. Altogether that adds up
to 7 out of 10 doing some kind of
self-tracking, but only about a fifth
are using technology like mobile
devices to keep track.
Pew Internet and American Life Project, 2012

25. BUILT-IN COMPETITION:
EVERY WORKOUT IS BRAGGING
RIGHTS
Wearable self-trackers like the Fuel, Fitbit, Nike+ and others
add a competitive element to tracking by recording
distance, pace, time, and calories burned.
When those numbers are posted to social
networks, the competition (and the swagger) are even
greater.

26. A MATTER OF DEGREE:
TRACKING CAN BE ONE NUMBER
OR A PERSONAL DASHBOARD
Today’s home trackers let people evaluate multiple,
interconnected parts of their lives. They can track vitals,
sleep, eating, exercise, supplements and more to
understand what inputs create a better day and what ones
just aren’t working. Others use a simpler approach:
The Skinny Jeans Tracker:
Someone who is tracking their
weight only by noticing when
they can’t fit into a certain pair
of pants.

27. 5THE DIVIDED ATTENTION
ECONOMY
The new multi-tasking norm means
real attention is really valuable.

28. We’ve been busily multi-tasking for a
decade, constantly feeling as though we may
run out of the time we need to complete any
one thing. With ubiquitous access to a
constant stream of information, multi-tasking
in today’s always-on, always-connected world
has evolved into hyper-tasking: a state
beyond the office that is pervasive in all
aspects of our lives.
Sarah Tang
Sr Digital Strategist
JSA and GSW Canada

29. NEW RITUALS:
FOCUS IS LOVE
Keeping all that multitasking from interfering with real life
isn’t easy. At work, at home, and on the go, people have
created new rituals designed to give them time to focus.
Companies have banned internal emails at least one day /
week, families have strictly limited total screen time (not
just TV or phone), and friends around the world have
started stacking their phones at dinner.
Phone stack: When friends and
family are together for a
meal, everyone stacks their
phones in the middle of the
table. First to pick up their
phone, pays the bill for all.

30. MULTI-LAYER ENTERTAINMENT:
TV VIEWING CHANGED FOREVER
More than 70% of us use some time shift features on our
televisions. An equal amount consume multiple mediums at
a time with television + internet being the biggest
combination. Add in living room game stations, interactive
commercials, and set-top boxes that seamlessly stream
personal content into typical television programming and
you’ve got a whole new era of viewing.
Social brings back appointment TV:
Twitter has brought the water cooler to the
TV show in real time. You no longer have
to wait until the next day to discuss what
happened with your friends – you can
discuss it, as it’s happening, with everyone
in the world who is watching.
BIGresearch, 2012

31. NEW NEEDS:
POWER SEEKERS
Maybe you’ve had the juice
jitters? Under 20% battery
life left on your favorite
device with a long flight (or
meeting or dinner) ahead and
no outlets in sight. It’s a
modern horror story. At
conferences, behind
neighborhood bars and even
through fences during power
outages, sharing power is the
21st Century’s go-to random
act of kindness.

32. OUR INDUSTRY
Trends changing healthcare marketing

33. OVERVIEW
1 2 3 4
MOBILE SHARING RETAIL SELF- CONTENT
FOCUS SCREENS CARE CONNECTION
5 6 7 8
MAINSTREAM RECLAIMING COMPETITIVE DIGITAL
TELEHEALTH DATA LEARNING IP

34. 1 MOBILE FOCUS
Pharma is putting mobile first, creating
new kinds of tools and support systems
and building lasting connections.

35. For years, we always started with a website.
Today, we design for the user and the user’s
needs/goals first—the platform is secondary or
tertiary. Our work must, first and foremost, be
about finding the customer, wherever they are and
on whatever device they’re using, and making
sure they have a consistent, satisfactory and, dare
I say, delightful, experience.
Amy Morrison
Director of Strategy and Planning
Blue Diesel

36. PROVEN PLATFORM:
SMS AT THE CORE OF MOBILE
HEALTH
From supporting pregnant women to helping people quit
smoking to dealing with cancer pain, simple text messages
have proven to be a powerful tool in supporting better
outcomes.
One example: An integrated
report, based on five
studies, with a total of more than
9,000 participants, found that
smokers who used mobile
messaging interventions were
twice as likely to make it six
months without smoking as
those who didn’t.

37. TRENDING APPROACH:
RESPONSIVE RX
The growth of mobile access and the fragmented mobile OS
and device ecosystems associated with it have led drug and
device manufacturers to look for a better way to create
websites that are usable on any screen. In 2012, many
began using responsive design. In 2013, we expect that
adoption to more than double.
Responsive design means designing a website/app that will
work on any screen size by responding and adapting to it.
No more separate sites for each device.
In addition to improving usability and simplifying
development, responsive design has two other critical
benefits – Google calls it an SEO best practice and
analytics junkies say it lets you better compare content
use across screens and locations.

38. NEW TEAMS:
PHARMA TAKES MHEALTH
BEYOND MARKETING
Pharma leaders are increasingly
turning toward integrated teams
to develop mobile initiatives that
go beyond the scope of
individual departments. They’re
incorporating the efforts of
marketing, medical affairs and
IT within new mobile health
teams and task forces.
Cutting Edge Info, Pharmaceutical Mobile Health, 2012

39. 2 SHARING SCREENS
Looking at a screen is increasingly a
collaborative experience, one that earns
attention and promotes understanding.

40. Reps told us doctors were taking the iPads
right out of their hands. They don’t want to
watch another presentation, they want to be
part of a real conversation – interacting with
data, trying out formulas, and exploring.
That’s changed the way we think about
developing for the screen.
Tyler Durbin
Product Manager
iQ, the innovation lab of GSW Worldwide

41. EASIER ACCESS:
AN IPAD FOR YOUR POCKET
62% of physicians already
own an iPad (or another
tablet), but, in the weeks
before the launch of the iPad
mini, 1/3 told Epocrates
they planned to buy the new
smaller version. Their #1
reason: easier to carry it
around with them on
rounds.
Manhattan Research, Epocrates, 2012

42. INTERACTIVE SALES:
CO-PRESENTING
An emerging new generation of sales tools are designed
to get doctors involved. They leverage the touchscreen
interface of the iPad with remote control peripherals and
build-it-together profiles, formularies and MOAs that are
simplified to make participation easy and rewarding.
At the pharmacy counter, patients
are getting hands-on, too. Kiosks
and docked iPads let them answer
questions critical to care. Using one
app created at Purdue
University, they can tap answers to
five questions that will catch 60
percent of all known medication side
effects.

43. TEACHING MOMENTS:
NEW TOOLS FOR POINT OF CARE
In late 2012, Epocrates joined GE and others in creating
point-of-care teaching tools designed just for the iPad. The
need is clear: although 78% of doctors believe they bear
primary responsibility for good communication with patients
about their treatment, a full 75% of patients leave their
physician’s office without appropriate information to explain
their illness or treatment.
Some tools, including Fluent, created by GSW Worldwide, include a
custom education packet that lets patients take home personalized
documentation about what they discussed.
The Schwartz Center For Compassionate Healthcare, Spring/Summer 2011
National Academy on an Aging Society

44. 3 RETAIL SELF CARE
Great new health tools that actually fit in
our lives are bringing healthcare home.

45. Never before in history have patients and practitioners had
better access to personalized health data. Patients and
practitioners are already swapping data points to inform
decisions and track outcomes. Soon, this confluence of
clinical and self-care data will transform expectations of the
traditional health app. Next generation apps and third-party
peripherals will have simpler user-interfaces, be more
customizable to flex with the nuances of personalized
health, and ultimately, more insightful—driving additional
decisions both in-and-out of the exam room.
Patrick Ortlieb
Director, Strategic Services
Blue Diesel

46. FINALLY:
HEALTH DEVICES THAT WORK
WITH OUR DEVICES
When you walk into the Apple
store today, you’ll see the newest
Macbooks, iPhone 5s, and an
entire shelf of medical devices—
from Sanofi’s blood glucose
monitor to Withings blood
pressure cuff. These new devices
are designed with
simple, consumer interfaces and
plug easily into our favorites
devices for self tracking or EMR
synching.

47. QUANTIFIED HEALTH:
DRIVE TO WEARABLES
The latest industry models point to a doubling of the
wearables market by 2014 – with parity between the fitness
and health markets by 2017.
These body monitoring sensors – like Fitbit – were born of
the retail, exercise marketplace, but are quickly finding a
foothold in healthcare.
Early predictions are that smart
clothing designed to track
nutrition and continuous glucose
monitors will be the first to
dominate the wearable health
market.
Juniper, IMS, 2012

48. FROM PILOT TO PROOF:
TELECOMS BRING REMOTE
MONITORING TO MASSES
Early remote monitoring studies heralded fantastic results –
improving everything from compliance to safety to
outcomes. Now, it’s traditional telecom companies trying to
grow big new markets around the promising technology.
AT&T has an entire in-home
monitoring suite with 24/7 nurse
support. Rogers Communications
is offering infant pajamas with
built-in biosensors. And Verizon
has made a big investment in in-
vehicle monitoring.

49. 4 CONNECTION THROUGH
CONTENT
For
xxx curious spiders and curious people,
the most effective marketing starts with
content.

50. Content strategy is essential for the semantically
driven future in search. Technical on-and off-page
SEO factors will continue to see a decline in
importance. The most compelling and desirable
content will win. The opportunities to answer
people’s questions, tell stories through social, and
promote individual expertise are almost endless.
Ryan Deshazer
SVP, Digital Experience
GSW Worldwide

51. ORIGINAL PROGRAMMING:
PHARMA PARTNERS TO CREATE
ENTERTAINING MEDIA
It all started with J&J. A video on their popular
YouTube channel could earn hundreds of
thousands of views with little or no promotion.
That led device and drug companies to craft
their own strategies based on content.
One popular answer seems to be partnerships
with major media companies. Lilly’s deep
collaboration with Disney has created multiple
books for families dealing with Diabetes (and
even a character with Type 1). Sanofi’s latest
effort is a national call for people with diabetes
who want to co-star with Elizabeth Perkins in
an upcoming documentary series.

52. THE NEW KOLs:
AUTHOR AUTHORITY AND
GOOGLE
Content alone has ceased to be king. The
new opportunity is content + thought
leadership. That means you’ll see a growing
number of pharma companies cultivating
the online personas of their most talented
employees.
The impetus is an algorithm. Google now allows
individual content creators to ―claim‖ the content
they author through placement of a HTML
attribute, rel=author. According to Google, that
rel=author attribute is in effect for ~20% of all
search queries.

53. CURATION NATION:
PHARMA FINDS THE “BEST OF”
With almost 200 million websites and over half a million apps to
choose from, many of today’s searchers are overwhelmed. They
don’t want more opinions, they want a clear path to the most
relevant, credible ones.
That’s led leaders like Boehringer
Ingelheim and Genentech to
rethink their content investment:
from creation to curation. They
bring together the information
people are looking for in one,
easy-to-navigate space.
iTunes is doing a little of its own
curation for health by serving up
the very best apps for HCPs.

54. 5 MAINSTREAM TELEHEALTH
Once relegated to rural areas, telehealth is now
a major player in medicine – and, it’s expected
to double in size in the next two years.

55. Once the topic of futuristic videos (in which your
doctor beams into your living room on a big
screen and takes your vital with flashes of
light), telehealth is now part of the every day
practice of medicine. Chances are you already
have access. In fact, a critical mass of insurance
plans and practice programs actively encourage
members to interact with their doctors through
video, email or text messaging.
Leigh Householder
VP, Experience Strategy and Innovation
GSW Worldwide

56. A SIMPLER SOLUTION:
FOR EVERY DAY HEALTH,
TELEMEDICINE JUST WORKS
A recent study by the Affiliated
Workers Association, found that more
than 36 million Americans have used
telemedicine.
For simple consults, the practice
makes sense. The American Medical
Association says that as many as 70%
of doctor office visits are for
information or matters that can be
handled over the phone.

57. AN EARLY LEADER:
VETERANS HAVE ACCESS TO
CUTTING EDGE TELEHEALTH
The VA has used telehealth to connect with an
estimated 460,000 veterans in the past year and
is looking to double that number in the coming
year with an aggressive campaign that includes
new and expanded services.
Today, the program offers apps, home videos
visits, even educational iPads for caregivers.
The VA's telehealth program has seen 30
percent reduction in bed days of care and 80
percent patient satisfaction rates and saved an
estimated $1,900 per person annually and
consistently since 2005, moving it well beyond
the "pilot" stage.

58. AN ISSUE:
REIMBURSEMENT IS IMPROVING, BUT
A NEW CHALLENGE REMAINS
Advocates on all sides are working together to tackle the single
biggest challenge to telehealth: Reimbursement. Phone calls,
emails, even video chats aren’t typically covered the same way
an in-person appointment is.
In July, Michigan became the 15th state to pass private payer
telehealth reimbursement. Others are considering legislation.
A new challenge: When fewer visits are in-person, will education
falter? Today, the physician-provided patient education drug and
device companies create is still largely printed and shared in office or
read in a waiting room. How will it evolve to be part of telehealth?

59. 6 RECLAIMING DATA
The work that breaks through isn’t just creative or
even cutting edge, it’s connected. That kind of work
starts with just one thing: data

60. We know a lot more than we let on. Pharma’s
databases are rich with insight – what people
want, what they use, where they go, and what
they share. For years, we’ve let that information
go unused – considering it in aggregate, but not
putting it to work. This year, that changes in a big
way. In 2013 pharma will put data to work.
Phil Storer
VP. Digital Strategist
Navicor

61. LIVE VIEW:
OPTIMIZATION STARTS WITH
BETTER KPIs
Metrics don’t end the
discussion in pharma today –
they start it. The favorite two
questions: What do we want
to accomplish and how will we
measure success?
Look to 2013 plans to include
benchmarked KPIs, live
dashboards, and triggers for
optimization and improvement.

62. PERSONAL CONNECTION:
A NEW FOCUS ON CRM
In the last few years, pharma has focused on triggered
marketing to create a sense of relevance. A series of
standardized messages would start when a particular event
happened – like joining a program or starting an Rx.
In 2013, pharma will start a new era of CRM – one that
looks much more like consumer marketing with
personalized content, retrigger strategies, and
multichannel integration.
Look for individual data to drive both the content and the
results.

63. MOTHERLOAD:
EMR WILL DELIVER LARGEST
CACHE OF CLINICAL DATA EVER
It will blow away the idea of a sample and create a holistic view of
American health. Its eventual integration with social media / social
intelligence will show the health connections between people and
populations. In this new era, a patient profile won’t be a
paragraph, it will be a search algorithm.
Social data: Adam Sadilek at the University of
Rochester and his team analyzed 4.4 million GPS-
tagged Tweets from over 600,000 users in New
York City over the course of one month to
understand flu trends. They were able to create
models that not only showed the instance of
disease, but also predicted who would catch the flu
next.

64. 7 COMPETITIVE LEARNING
Why study when you can play and learn?

65. I read once that the beauty of a game is that it gives
you a goal. People will work longer and harder when
they have a goal. And, when they’re trying to beat the
person next to them to reach that goal? Well, that’s
where the real intensity begins.
We used to call this kind of gaming ―edutainment.‖
Today, it’s a lot more sophisticated than that – bringing
the best of psychology, information design and wicked
good Ux to create addictive competitive learning.
Wade Taubken
VP, Digital Strategy
GSW Worldwide

66. LET’S PLAY:
CONFERENCES GET FUN AGAIN
There’s a new era of play happening at medical conferences
around the country. One that borrows from the fun, interactive
interfaces Wii has brought to our living rooms and Rovio and
others have brought to mobile gaming. These hands-on
competitive learning booths challenge participants with one-on-
one competitions and group play.
Physicians are definitely ready to
play. Brands who’ve used the
iQ.Rival touchscreen game report
that docs have queued up to play
and often returned to try to
preserve their place on the leader
board throughout the day.

67. PEER REVIEWED:
NEW JOURNAL, NEW RESPECT
2012 saw the release of a first-of-its kind peer-reviewed journal
for health games. The bi-monthly pub is dedicated to the
development, use, and applications of game technology for
improving physical and mental health and well-being. It’s the first
to address this emerging, widely-recognized, and increasingly
adopted area of healthcare.
The Robert Wood Johnson Foundation
also has invested in proving the value of
competitive learning. Their Games for
Health project has held national and
regional conferences to bring experts
together to model new ideas and share
emerging best practices.

68. SIMPLY PUT:
GAMES MAKE BETTER PATIENTS
A growing body of research is showing that games are a ―non-
pharmacological intervention‖ that can actually help people be
better patients – by increasing their engagement in care,
improving adherence, and boosting resilience.
A recent publication called "Patient-
Empowerment Interactive Technologies‖
described how therapeutic video games,
including the Patient Empowerment Exercise
Video Game (PE Game), can help improve
resilience, empowerment, and a "fighting spirit"
for pediatric oncology patients. Other games,
including Avatar Alerts, are specifically designed
to promote behavior change and adherence.
Games and competitive learning will play a
growing role in finding the right way to engage
and educate each patient to improve overall
outcomes.

69. 8 DIGITAL IP
It’s time to own what’s ours on the WWW.

70. When ICANN began accepting nominations for new
Top Level Domain names this year, we weren’t
surprised to see pharma leaders quickly submit
applications. The industry has increased its focus on
what it can own online – investing in protecting not
only brand names, but also taglines, campaign
language, even the names of company leaders.

71. TOP LEVEL DOMAINS:
THE NEXT DOT-COM IS DOT-YOU
In 2012, ICANN (Internet Corporation for Assigned Names and
Numbers) started to change the way the Internet is organized. No
longer would dot-coms and dot-nets be the only addresses you
could buy. Instead, companies could apply to register for any
generic Top Level Domain name.
The cost was steep, but industry leaders – including Pfizer and Eli Lilly –
didn’t miss the chance to own their own ―internet country‖ (.pfizer and
.lilly respectively). The new gTLDs are expected to be finalized in 2013
and are set to change the entire landscape of the web.
www.inventivhealth.com
Second Level Domain Top Level Domain
(This is what’s changing)

72. PROTECTIVE MOVES:
CRISIS URL MANAGEMENT
Drug and device companies have become fairly expert at scooping
up URLs for proposed product names, campaigns, even common
category phrases.
But this year we’re seeing a new, more defensive strategy. Brands
are buying up URLs that could be considered derogatory to their
brand or leadership.
Abbott Labs decided to fend off mischief
makers by using URL acquisition to protect
the name of their new CEO. They registered
at least two dozen domain names related to
Gonzalez, including those as simple as
RichardAGonzales.com, and as potentially
trouble-making as RichardGonzalezsucks.us
Pharmalot, 2012

73. LONG TAIL WORD PLAY:
OWNING KEY WORDS
More than 99% of banner ads are never clicked. But, that doesn’t
mean they don’t make an impact. Banners are about branding,
too. People will see a banner (or a television ad, or a print
campaign) and then use a search engine to find the brand or –
importantly – a key claim.
That behavior is still trackable. And, it’s increasingly important to drug and
device manufacturers. They’re consulting key word research to shape copy
and pick terms and ideas that the brand can either own or benefit from the
search results of.

74. OUR OPPORTUNITY
The next trends to move from
early adoption to everyone

75. THE NEXT RX:
HEALTH APPS
Since 2010 about 10 percent of American adults with mobile
phones have had some kind of app on their phone that
helps them track or manage their health. Every year, Pew
reports a new number – and, every year, it’s the same.
New potential: More than 50% of physicians
recommend specific websites to patients. With more
smartphones and iPads at the point of care, they may
start to recommend apps, too.
A study by Mitchell Research and Communications
revealed that 60% of Boomers would download a health
app recommended by a doctor. Patients with chronic or
life threatening conditions were 70 percent more likely
to download an app to track their medical issues than
those with more general health and fitness concerns.
Manhattan Research, 2012

76. AMBIENT HEALTH:
CONNECTED HOUSES AND CARS
We’ve seen the models of cars that track your blood
pressures, houses that know when it’s time to take a
prescription, wholly connected worlds around health.
But, most of our cars and homes have yet to give us that
kind of health support.
New potential: Two new shifts are
making mass adoption of connected
homes and cars possible. Common
industry standards are being identified
that will allow all these devices work
together. And, telecom providers are
building new solution sets that are
entirely modular (no significant
integrations required).

77. TAP AND GO:
MOBILE PAYMENT
By now, you’ve heard the bad news: The new iPhone
doesn’t have NFC. That tap-to-share technology that’s
increasingly common on Android phones was set to replace
QR codes, card swipes and other modern inconveniences in
one fell swoop. If only Apple would have adopted…
New potential: The need for a quicker, more convenient way to share
information is the focus of a number of mobile wallet initiatives, championed
by banks, telecom providers and other experience heavyweights. The solutions
they find and propagate will power all the sharing the marketing department
ever imagined.

78. THANK YOU
To discuss this report live or request a presentation of trends,
please contact Leigh Householder at 614-543-6496 or
leigh.householder@gsw-w.com
Visit us as gsw-w.com
Or at facebook.com/GSWWorldwide