This document provides an overview and agenda for a strategy design presentation for mobile communications in the pharmaceutical industry. The presentation covers generating mobile insights, integrating mobile strategies, and case studies. It discusses using mobile to drive mass behavior, customer relationship management, brand awareness, and provides pharma mobile case studies. The presentation emphasizes that mobile will facilitate healthcare transformation by allowing one-on-one communication and constant access to consumers, differentiating products and services, and enabling companies to build brands privately.
Hugh Jedwill, CEO of Mobile Anthem and Ross Alumnus, talks about new consumer behaviors created by the ubiquitous mobile device. Their readiness to engage brands through this new marketing channel is the biggest opportunity of the decade.
Ragan Mobile Revolution - Closing KeynoteMobileAnthem
Hugh Jedwill, CEO of Mobile Anthem, dodges tornadoes at the Sprint HQ to give the closing keynote at the Ragan Mobile Revolution conference. He talks about the mobile journey using his travels around the world as a metaphor for what internal/external communicators will be going through. He also talks about the Test and Learn concept used at Procter & Gamble to vet new ideas and how he used it on their first mobile-integrated campaign for Venus.
7 Tips for Mobile Lead Generation - Oct. 2010Sparkroom
CUnet Mobile Marketing Strategist Akeel Haider updates his previous mobile presentation to reflect the changes in the dynamic mobile lead generation space.
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
Hugh Jedwill, CEO of Mobile Anthem and Ross Alumnus, talks about new consumer behaviors created by the ubiquitous mobile device. Their readiness to engage brands through this new marketing channel is the biggest opportunity of the decade.
Ragan Mobile Revolution - Closing KeynoteMobileAnthem
Hugh Jedwill, CEO of Mobile Anthem, dodges tornadoes at the Sprint HQ to give the closing keynote at the Ragan Mobile Revolution conference. He talks about the mobile journey using his travels around the world as a metaphor for what internal/external communicators will be going through. He also talks about the Test and Learn concept used at Procter & Gamble to vet new ideas and how he used it on their first mobile-integrated campaign for Venus.
7 Tips for Mobile Lead Generation - Oct. 2010Sparkroom
CUnet Mobile Marketing Strategist Akeel Haider updates his previous mobile presentation to reflect the changes in the dynamic mobile lead generation space.
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
Ad tech 2013 moving on mobile intro rachel pasquaRachel Pasqua
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.
Somo - Creating compelling Mobile Strategies (US content specific) Ross Sleight
Presentation on developing mobile strategies presented at Mobile Squared event in NYC December 2011
US Content specific (stats)
Presented by Ross Sleight, Chief Strategy Officer, Somo.
Somo are a global full service mobile marketing agency. To find out more please visit http://www.somoagency.com
With more and more people around the world spending time on the mobile Web, its hard not to get excited. This presentation shares a few things we're sharing with clients.
Mobilizing The Shopping Experience: Tips for Building Relevant mCommerce Rela...G3 Communications
This webinar is designed to help retailers move off the sidelines offering how-to tips for:
* Getting started with mobile
* Getting buy-in for mobile apps in the store
Industry analysts have predicted that retailers that get in early and learn what their customers want from their mobile experience will drive the evolutionary curve of mobile shopping. Those who sit on the sidelines watching will quickly find themselves too far behind to catch up with any competitively differentiating capabilities.
The Brand SoLoMo Handbook from Yellow MedyaYellow Medya
The digital marketing landscape in Turkey is currently in a serious state of disruption. Smart phones have become the most broadly used device for shoppers and searchers when looking for a product, information or a service. It is this Location-Based Engagement (LBE) that is driving customers to the doors of businesses and brand owners in Turkey.
SoLoMo is an acronym for three words we all know very well, Social, Local and Mobile. The SoLoMo concept in its most basic form, is the foundation of a comprehensive "check list" any forward thinking marketing professional or business owner would employ as a guide to ensuring that their point of sale (POS) both physical and virtual is easily discoverable on a wide variety of social networks, local and mobile search platforms as well as online and mobile mapping applications including connected and non-connected in-car navigation systems, PND's and navigation apps.
SoLoMo empowers a brand or business owner to ensure that their one or many thousands of business points of sale can be found on literally hundreds of various platforms in Turkey and around the world that their customers are using to search for products, brands and services everyday. In Turkiye, platforms like Google Maps, Facebook, Yandex Maps, Foursquare, Google.com.tr, Yandex.com.tr, Nokia Maps, Twitter, Linkedin, TripAdvisor, TomTom Places and Yellow.com.tr are essential platforms in facilitating enormous amounts of location-based engagement activities everyday. Both smb's and brand owners need to take control of their physical and virtual points of sale - using SoLoMo as a guide will most certainly help them accomplish that.
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012Mobilosoft
This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011.
The topics were:
- An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft
- How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel
- Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple
- What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi
Ad tech 2013 moving on mobile intro rachel pasquaRachel Pasqua
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.
Somo - Creating compelling Mobile Strategies (US content specific) Ross Sleight
Presentation on developing mobile strategies presented at Mobile Squared event in NYC December 2011
US Content specific (stats)
Presented by Ross Sleight, Chief Strategy Officer, Somo.
Somo are a global full service mobile marketing agency. To find out more please visit http://www.somoagency.com
With more and more people around the world spending time on the mobile Web, its hard not to get excited. This presentation shares a few things we're sharing with clients.
Mobilizing The Shopping Experience: Tips for Building Relevant mCommerce Rela...G3 Communications
This webinar is designed to help retailers move off the sidelines offering how-to tips for:
* Getting started with mobile
* Getting buy-in for mobile apps in the store
Industry analysts have predicted that retailers that get in early and learn what their customers want from their mobile experience will drive the evolutionary curve of mobile shopping. Those who sit on the sidelines watching will quickly find themselves too far behind to catch up with any competitively differentiating capabilities.
The Brand SoLoMo Handbook from Yellow MedyaYellow Medya
The digital marketing landscape in Turkey is currently in a serious state of disruption. Smart phones have become the most broadly used device for shoppers and searchers when looking for a product, information or a service. It is this Location-Based Engagement (LBE) that is driving customers to the doors of businesses and brand owners in Turkey.
SoLoMo is an acronym for three words we all know very well, Social, Local and Mobile. The SoLoMo concept in its most basic form, is the foundation of a comprehensive "check list" any forward thinking marketing professional or business owner would employ as a guide to ensuring that their point of sale (POS) both physical and virtual is easily discoverable on a wide variety of social networks, local and mobile search platforms as well as online and mobile mapping applications including connected and non-connected in-car navigation systems, PND's and navigation apps.
SoLoMo empowers a brand or business owner to ensure that their one or many thousands of business points of sale can be found on literally hundreds of various platforms in Turkey and around the world that their customers are using to search for products, brands and services everyday. In Turkiye, platforms like Google Maps, Facebook, Yandex Maps, Foursquare, Google.com.tr, Yandex.com.tr, Nokia Maps, Twitter, Linkedin, TripAdvisor, TomTom Places and Yellow.com.tr are essential platforms in facilitating enormous amounts of location-based engagement activities everyday. Both smb's and brand owners need to take control of their physical and virtual points of sale - using SoLoMo as a guide will most certainly help them accomplish that.
SoLoMo University by Mobilosoft - Conference 1 - 23/11/2012Mobilosoft
This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011.
The topics were:
- An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft
- How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel
- Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple
- What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi
Building an event/conference website like FUDCon.inVaidik Kapoor
This session is about making websites for events, workshops and conferences (like FUDCon). We keep ourselves involved in the community and we do small events/workshops/hackathons and big national events as well. And today, it is fairly important to have a website for your event.
Orbitz mobile & travel industry - for distributionMobileAnthem
Mobile has exploded on to the scene this year. Not surprising since there are 284 million phones for 310 million people in the U.S. Add to that 17 million tablets were sold in 2010. But what do people really want from these portable devices? How do we create an experience that delights them enough to gain brand loyalty in the competitive travel industry? Hugh Jedwill, CEO of Mobile Anthem, uses his background in brand marketing to describe mobile behaviors and discuss how to use them to create a compelling product that will create loyalty and drive business.
Case Study: Building a Long Term Strategy for Mobile
Presented by: Xavier Petit, Integrated Marketing - Multi-Channel Strategy Services, Shire
Xavier will share lessons learned and quick wins that demonstrate how pharmas may embrace mobile as part of their integrated marketing and communications platform. He will also discuss why it is very important to build a long term mobile strategy.
www.bdionline.com
A presentation at the Cincinnati Digital Hub Initiative - Emerging Trends in Mobile Marketing. This presentation discusses the trends and implications of mobile marketing.
Mobile strategies for the tourism industryJames Burnes
James Burnes, CEO of Mobiltopia (www.mobiltopia.com) presents to the Indiana Department of Tourism's New Media Workshop on how the mobile web will impact the future of tourism and what organizations need to consider.
SoMoLo 101: Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imp...RedPrairie
Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.
A few numbers about the mobile internet's usage and trends with focus on Latin America. Pretty useful data from various sources compiled into a brief summary of what we can expect in the short and medium terms throughout the region.
This time AppTalk will focus on the everyday question of web applications vs hybrid applications vs native mobile applications. We'll provide guidance in making the business decision between these approaches. This will be presented through practical real-life cases. The focus will be on mobile applications rather than games.
Agenda:
14:00 Welcoming words, Karl Ots / Symbio
Responsive web
Dedicated mobile site
PhoneGap hybrid apps
Native HTML5 apps
Discussion & networking
Speaker:
Sebastian de Mel, frontend developer at Exove Oy.
Sebastian has been in the web business as a entrepreneur for over 5 years until recently when he joined the ranks of Exove Oy, whose customers include: Nelonen, Fiskars Bonnier publication and others. He studied algorithms in University of Tampere and has a Media-assistant degree. Technologies he uses in his daily work are: JavaScript (Underscore, jQuery, Zepto etc.), PhoneGap, eZ Publish, Drupal, Concrete5.
Event coordinator, Karl Ots: tel. 050 480 1102, email karl.ots [at] youngdevelopers.fi
Similar to iPharma Connect - strategy design for mobile (20)
1. Strategy Design for
Mobile Communications
iPharma Connect Leadership Summit
March 22, 2011
Twitter: @mobilebranding
#iPharma
Text ‘ANTHEM’ to 41411
to get presentation
2. Objectives
Generate Ideas
Demonstrate Execution
Learn mStrategy
Hype vs. Reality
Agenda
Introduction
Background
Mobile Insights
Integrating Mobile
4. @mobilebranding
#iPharma
Background: Did You Know?
That was in Sep.’09.
As of April, it was 3,000!
As of June, it was 3,339!
For teen girls, it was
4,050!
5. @mobilebranding
#iPharma
Background: Presenter - Building Brands
22
7. @mobilebranding
#iPharma
Background: De nition
Mobile Marketing is any outreach to
consumers that engages them through
their mobile device
• Native apps - mCommerce - branded cases
• Its own marketing channel
• Extends the reach of other channels
Confusion in early stages
• Mass Medium like TV, Internet
• More than just a website or app
• Like the Internet 15 years ago
10. @mobilebranding
Mobile Background: Permission
Mobile Marketing requires a (double) OPT-IN. Only
those interested in your product/service respond.
Thanks for becoming an adidas
Chicago VIP. Look out for your
chance to win $1000 and events at
the Water Tower Place
Performance Store. Rply END to
stop mgs
11. @mobilebranding
#iPharma
Background: Brief History of Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
“greed is good”
+5 yrs, 2010 - Foursquare
12. @mobilebranding
#iPharma
Background: Size of the Global Market
Human population
4.0 Mobile phone subs
Internet users
Landline phones
TV sets
3.0 Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010
13. @mobilebranding
#iPharma
Background: A Snapshot (U.S Market Share)
Handset Manufacturers Smartphone Platforms
Samsung RIM Google Apple
Motorola LG Microsoft RIM
Nokia Other Palm
3%
22%
25%
31% 32%
7%
9%
21% 8%
17% 25%
3 Month Avg. Ending Jan. 2011 vs. 3 Month Avg. Ending Oct. 2010, Total U.S. Mobile Subscribers Ages 13+, Source: comScore MobiLens
15. How Consumers see Healthcare
“I'm being forced to be a consumer
of something I don't want.”
Said in a focus group conducted by GSW
Worldwide's Think Tank division
✤ Consumer’s overall view of Pharma (-14)
ranks behind that of Advertising/PR (-10)
GSW Worldwide's Think Tank division, Columbus, OH, Sep.2008
16. Healthcare/Pharma Mobile Stats
• 67% believe info on mobile would be valuable*
• 44% to use more mobile health/wellness apps*
(Of smartphone users)
• 62% have positive experience with healthcare app*
• 10,000 apps related to healthcare*
Disease management, medication tracking, drug recalls, medical reference/diagnosis
• 64% American physicians have smartphones**
Less than 6 months later, raised to 72%
Rise to 81% by 2012
* Euro RSCG Life 4D Study, November 2010
** Manhattan Research, December 2009
17. Healthcare/Pharma Mobile Stats
• 40% Patients will pay for remote monitoring devices &
monthly fee to report to doctor*
• 80% of Medicaid patients texting regularly*
• http://bit.ly/iPharma1 for more from MediaPost
• http://bit.ly/iPharma3 for more from Mobile Marketer
* PWC Health Research Institute, September 2010
18. Why Mobile?
• 280M+ phones for 310M people
• Mobile fast overtaking social
• On deck for pharma
• Healthcare is a journey
• Mobile best suited to stay with patient
• Brand favorability & websites*
• Patients +15.6
• Prospects +16.9
• (http://bit.ly/iPharma2 for comScore study)
* comScore’s Fifth Annual Report on Online Pharmaceutical Marketing Benchmarks, March 2011
20. @mobilebranding
#iPharma
Anthem Mobile Insights
85 % of Americans have a cell phone
93% of 18-29 yr olds
83% of 17 yr olds
73% of 13 yr olds
58% of 12 yrs olds
And at least one 3 yr old
21. @mobilebranding
#iPharma
What Time is it?
Nokia Global Survey, 2006
22. @mobilebranding
#iPharma
What Time is it?
73%*
Nokia Global Survey, 2006
24. @mobilebranding
#iPharma
30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010
25. Phones, Tablets and PC’s, Oh My!
Consumption Behaviors
Phone Tablet Newspaper
Consumption morning, night morning
Duration 6 minutes > Phone > Phone
Frequency > Tablet/News < Phone < Phone
Actions Opt-in, quick Get to know Awareness
conversion brand only
26. @mobilebranding
#iPharma
WHAT Consumers Are Doing
Mobile Content Usage
70%
FMA ‘10 Avg
60%
MJJ ‘10 Avg
50%
40%
30%
20%
10% Music
Social
Games
0% Apps
mWeb
Text
3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens
27. @mobilebranding
#iPharma
What Will Make Consumers Do
Theory of Reasoned Action
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005.
29. @mobilebranding
#iPharma
Mobile Strategy
1. Business Objectives
Build your mobile campaign to objectives that can be measured
2. Brand Equity
Consider you equities to ensure the mobile program is consistent
3. Consumer Target
Determine which phones your consumer uses
4. Marketing Plans
Weave mobile into other marketing spends
5. Mobile Campaign
Now build your mobile campaign
Objective Brand Consumer Mktg Mix
31. @mobilebranding
#iPharma
Driving Mass Behavior: Sara Lee State Fair
32. @mobilebranding
#iPharma
Driving Mass Behavior: State Fair
Objective: Drive awareness for promotion
Equity: Fun, playful
Target: Moms with young kids
Mktg Plan: Website, 2 FSI’s, Packaging
Mobile: mobile text/web campaign
reminding people to play promotion
34. @mobilebranding
#iPharma
CRM: P&G’s Tremor
Objective: Increase Viewership of P&G TV
Equity: Family Oriented, safe
Target: Moms and their families
Mktg Plan: Websites, TV, YouTube
Mobile: mobile text/web/video campaign
37. @mobilebranding
#iPharma
Brand Awareness: Venus Spring Break
38. @mobilebranding
#iPharma
Brand Awareness: Venus Spring Break
Objective: Increase Awareness of Venus
Equity: Feminine, Music, Fun
Target: College age females
Mktg Plan: Internet, Print, Experiential, TV, Sampling
Mobile: mobile game, mobile pictures, Textual Flirting
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game
40. Health Care Opportunities
Alerts
Pill/Refill reminder/tracker
Health alerts (text4baby)
Monitoring/Reporting
Blood pressure, glucose levels
Treatments (cancer)
Disseminate Sensitive Information
WebMD app, Diabetes apps
ED, STD’s and other private conditions
Education
Instructional videos (ReachMD)
Awareness (Susan G Komen)
Clinical Research Recruitment
41. Merck Oncology iChemoDiary app
Objective: Track symptoms during chemo
to share with doctor
Equity: Trusted, Helpful, Patient-oriented
Target: Cancer Patients & Caregivers
Mktg Plans: Online, Emails, Banners, Print
Mobile: App for iProducts that easily
records, tracks and reports syptoms
42. Merck Oncology iChemoDiary app
Objective: Track symptoms during chemo
to share with doctor
Equity: Trusted, Helpful, Patient-oriented
Target: Cancer Patients & Caregivers
Mktg Plans: Online, Emails, Banners, Print
Mobile: App for iProducts that easily
records, tracks and reports syptoms
43. UPMC Mobile Website
Objective: Provide healthplan info
to members
Equity: Trusted healthcare partner
Target: All healthcare members,
families
Mktg Plans: organic mSearch
Mobile: mobile website
Future: SMS alerts for prescription
refills, virtual ID card, members’
access to personal health
records
44. ER Ef ciency
Objective: Improve service to ER
patients
Equity: Hospital for people who
don’t like hospitals
Target: ER patients (general pop.)
Mktg Plans: Signage in ER rooms
Mobile: Text ERWAIT to 41411
Future plans for mobile website
45. Appointment Reminder Case Study
Company:
Objective: Reduce missed appointments
Actions: Integrate mobile text reminders
into Kaiser Automated Appointment
Reminder System
• reminder sent one day before appt
Results: 95% success rate; $275K at one
clinic
47. @mobilebranding
#iPharma
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events
48. @mobilebranding
#iPharma
LEGEND
Inverse Law of Mobile Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
mented
Mind Reality
Quality of Interaction
Apps
mWeb
2D
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%
49. Text ANTHEM to 41411
@mobilebranding
Conclusions
Mobile will facilitate the transformation of health care
• Everyone has one
• It’s always on
• All phones can do basic Texting
• Smart phones can be used for more
Pharma/Medical companies can build brands in private
• The one-on-one facilitates better communication
• Easier to manage from company’s POV
• Necessary to manage health care costs
Differentiates your products/services
• Consumer pocket: be with your consumers 24/7
• Access: activate when your brand is Top-of-Mind
50. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Text “anthem” to
41411
for business card
@mobilebranding
312.912.2837 (m)