OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010
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One to One Health and OTOinsights will share the results of a first-of-its-kind pharma neuromarketing study which moves user effectiveness research beyond the focus group or the and inevitable cognitive bias that results. The study, conducted using our proprietary Quantemo™ offering, examined not only how patients view but also neurologically react to and emotionally respond to pharmaceutical brand websites in a single therapeutic category (allergies). We will discuss the neurological, emotional, and eye tracking data collected and the implications that the results have on best practices for designing branded pharmaceutical websites.
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OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010
- 1. Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites April 8, 2010 One to One Interactive, 2010. All rights reserved.
- 2. Please Tweet About This Webinar! @OnetoOneHealth @OTOinsights #neuromarketing #allergymarketing #ePharma #ehealth
- 4. Agenda
- 5. Presenting Today Jeremi Karnell, Co-founder & President – One to One Interactive @jkarnell Seth Levine, Vice President/Director – One to One Health @silevine Dan Berlin, Sr. Researcher – OTOinsights, a One to One Interactive company @banderlin
- 7. AboutOne to One Health One to One Health is a specialized practice group within One to One Interactive dedicated to delivering innovative, transformational healthcare and life sciences marketing strategies, programs and creative. Building on a broad base of category experience (including pharmaceuticals, devices, health information and healthcare delivery) combined with deep interactive channel, digital media, CRM, and social media marketing experience, we help clients chart the right path for them in what we call the “Digital Health Information Ecosystem™.” Sampling of Therapy and Focus Areas: Sampling of Clients: Psychiatric/Mood Disorders Neurological/CNS STDs Cardiovascular Woman’s Health Radiology Critical Care HIV Transplant Endocrinology Diagnostics Healthcare Delivery Health Information Health Field Sales Support Pharmacy Respiratory Digestive Pain Diabetes Men’s Health Offering Solutions for: Hospitals Health Networks Device/Diagnostics Health Information Pharmacy Retail Widgets/Mobile Pharmaceuticals/Biotech DTC – Branded, Unbranded Professional/HCP Lead Generation/eCRM/email Media – Display, Search, Social Research Organizations & Foundations 7 www.otoihealth.com
- 10. User Scenarios
- 12. Feature Matrix
- 13. Wireframes
- 14. Site Maps
- 16. Eye-Tracking
- 20. Focus Groups
- 22. Online Surveys
- 25. Ethnographics
- 26. Socially Informed/ Multi-Channel Personas
- 30. Purpose of this Webinar Provide you with the fundamentals of neuromarketing Explain what “engagement” is and it’s relevance to the performance of digital media Discuss how marketers can use neuromarketing studies to remove cognitive bias inherent in traditional testing Discuss how neuromarketing studies can be used to effectively evaluate creative performance before it’s in-market Share the results of a first-of-its kind neuromarketing study done in the pharmaceutical space
- 37. fMRI
- 39. EEG
- 41. Bio-Feedback
- 47. Quantemo Engagement Index(QEI)combines data from traditional user research, information processing models, and socio-cultural models to correlate people’s felt experience of their emotions when interacting with media stimuli with their behavioral/physiological responses. Quantemo™ Engagement Index (QEI) Σ = Quantemo Behavioral Index + Quantemo Neurological Index + Emotional Tagging + Likert Rating
- 51. After all stimuli were shown, participants fill out emotional and rating surveys
- 52. Qualitative interview conducted
- 55. Pleasing colors
- 56. OTC Status
- 57. Outdoor activity
- 58. Page is mostly ISI
- 62. People + Product Images
- 64. Less Text
- 65. Social Content
- 69. Rx status
- 72. More Text
- 73. Patient Stories
- 78. Insight: The Elements of High & Low Engagement A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement Fold Fold
- 79. Insight: The Elements of High & Low Engagement A prominent, text-heavy ISI section can be detrimental to consumer engagement Fold Fold
- 81. Time is split in the last 15 seconds between the bottom Feature and the ISI16-30 seconds
- 83. Time is split in the last 15 seconds between the bottom Feature and the ISI16-30 seconds
- 86. Female vs. male Engagement
- 87. Female vs. Male Engagement Xyzal had high neurological engagement, but low overall engagement
- 88. Female vs. Male Engagement Male Female Women viewing Xyzal had the highest neurological engagement of all stimuli Females, 16-30 seconds
- 89. Eye Tracking Mythbusters:The Allergy Edition
- 90. Eye Tracking Mythbusters: The Allergy Edition 16-30 seconds 0-5 seconds 6-15 seconds 16-30 seconds 0-5 seconds 6-15 seconds Fold
- 94. Wrap Up Methodologies and approach can be applied to any health or business vertical Quantemo can be a critical part of brand planning, product launch, creative development and asset optimization efforts Testing can be done on websites, landing pages, registration forms/buy flows, digital media, video, animation, email, games, kiosks and more… Call us for a complementary consultation. Let us propose a study design that addresses your business needs and answers your most challenging questions
- 96. Contact One to One Health & OTOinsights Seth Levine – Vice President/Director One to One health Email: slevine@onetooneinteractive.com Tel: +1-617-425-7319 International: add 00 + 1 Mobile: 617-331-0397 Website: otoihealth.com Blog: RxforDigital.com Twitter: @otointeractive David LaPlante – Sr. Vice President, Sales & Marketing Email: dlaplante@onetooneinteractive.com Mobile: +1-775-771-5404 International: add 00 + 1 Website: otoinsights.com Blog: otoinsights.com Twitter: @otoinsights
- 97. Upcoming One to One Interactive Webinar April 15, 2010 11am ET & 2 pm ET (US) How To Design Mobile Applications and Widgets That Will Connect Meaningfully with Your Customers Visit http://bit.ly/mobileux for more information.
Editor's Notes
- Four Attributes of Online Customer Experience:Customized by the End UserAggregated at the Point of UseRelevant to the MomentSocial as a RuleBrand PerceptionProbe for social media behavior when conducting ethnographic research. To developpersonas that help designers create CARS experiences, researchers should incorporateobservations of users engaged in social media activities like blogging and micro blogging.Multi-Channel PersonasDesigning next-generation online experiences willdemand the kind of insight that personas provide. Although many firms already havesingle-channel personas, they’ll need new personas that reflect the complexity of users’multichannel behavior. This means developing personas that provide a full picture of eachcustomer’s journey through physical and interactive touch points, their information andfunctionality needs at each stop along the way, and which devices they use to support theircurrent behaviors.Customer Experience ResearchMulti-touch-point evaluation and analytics will become must-haves. Measuring customerexperience across multiple channels is still a major challenge for most firms.13 But consumerswill increasingly use multiple apps, devices, and sites to complete a single goal — onlineand in conjunction with other channels. In response, customer experience professionals willcreate centralized groups to coordinate metrics and a common framework for measurement.And to make data integration manageable, they will focus on one channel pair at a time.14Experiment and test. To mitigate the risk associated with building increasingly sophisticatedinteractions, customer experience professionals should experiment before rolling out massivechanges to the marketplace. But having an incubation environment on the scale of FidelityLabs or Google Labs isn’t in the budgets of most companies. Instead, customer experienceprofessionals should plan to leverage low-cost usability testing techniques to try out theirexperiments with CARS online experiences. Testing paper prototypes early and often duringthe design process and leveraging remote testing tools to gather feedback can help evolveleading-edge designs at a price most companies can afford.Information DesignCreate atomized content and functionality. In response to rising expectations forcustomized, aggregated interactions, customer experience professionals should beginatomizing online content and functionality so that it’s available for re-use across sites anddevices.
- Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.
- Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.
- Zyrtec was the only stimulus to have a LT Excitement over 50%
- Shown again for additional context
- Note the time spent on the navigation
- The initial three that we will be talking about in depth
- Implications of Insights and Findings within the Allergy CategoryHow this study is applicable to other therapeutic categories within pharma and other aspects of health and health careWe’ve just given you a glimpse into what Quantemo and OTOinsights can do for One to One Health clients…we can custom design a study for your therapeutic or business category and