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1www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites
June 9, 2010
One to One Interactive, 2010. All rights reserved.
2www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Live Tweeting Tags
@OnetoOneHealth@OTOinsights@banderlin
#miniUPA#neuromarketing#ePharma#eHealth
3www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Agenda
Fundamentals of Neuromarketing
Insights: Allergy Category Competitive Benchmarking Analysis
Wrap Up
Questions & Answers
4www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Fundamentals of Neuromarketing
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8www.otoihealth.com One to One Interactive, 2010. All rights reserved.
9www.otoihealth.com One to One Interactive, 2010. All rights reserved.fMR
I
10www.otoihealth.com One to One Interactive, 2010. All rights reserved.EEG
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-Feed
back
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Quantemo™
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14www.otoihealth.com One to One Interactive, 2010. All rights reserved.
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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
17www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Wrap Up
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Insights: Allergy Category Competitive Benchmarking Analysis
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Overview of StudyIn this study, we compared participants’ levels of engagement with 8 static web pages from branded allergy medication web sites – both OTC and prescription brands
• Static web pages displayed in a random order• After all stimuli were shown, participants fill out emotional and rating surveys• Qualitative interview conducted• Participants were male and female, ages 25-55, current allergy suffers
20www.otoihealth.com One to One Interactive, 2010. All rights reserved.
OVERALL ENGAGEMENT
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Overall Engagement
Zyrtec
Claritin
Benedryl
Astepro
Xyzal
Astelin
Veramyst
Nasonex
-0.50
0.00
0.50
1.00
1.50
2.00
2.50
3.00
2.49
2.14
1.22
0.400.21
-0.05 -0.07-0.18
Quantemo Engagement Index
Site
QEI
• Multiple Calls to Action and navigations • Pleasing colors• OTC Status• Outdoor activity
• Page is mostly ISI• Single, lengthy
navigation• Single type of Call to
Action
22www.otoihealth.com One to One Interactive, 2010. All rights reserved.
The Elements of Engagement
Zyrtec Xyzal Nasonex Astepro Benedryl Claritin Astelin Veramyst0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40 1.33 1.33
1.12
0.730.67
0.59
0.230.15
Quantemo Neurological Index
Site
QN
I
Actionable insights gained by triangulating on the consumer experience
Xyzal had high neurological engagement, but low overall engagement
23www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Insight: The Elements of High & Low Engagement
High Engagement
OTC status People + Product Images ISI Toward Bottom Less Text Social Content Prominent Indication Prominent Messaging Areas Simple Navigation Choices
Low Engagement
– Rx status– Product Images Only– ISI Centrally Located– More Text– Patient Stories– Indication Not Prominent– Compact Messaging Areas– Complex Navigation Choices
24www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Insight: The Elements of High & Low Engagement
Over the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement
Zyrtec Claritin Benedryl Astepro Xyzal Astelin Veramyst Nasonex-0.50
0.00
0.50
1.00
1.50
2.00
2.50
3.00
2.49
2.14
1.22
0.400.21
-0.05 -0.07-0.18
Quantemo Engagement Index
Site
QEI
25www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Claritin and ZyrtecOver the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement• Claritin and Zyrtec had almost no associated negative emotions
26www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Insight: The Elements of High & Low EngagementConsumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product
Zyrtec Xyzal Nasonex Astepro Benedryl Claritin Astelin Veramyst0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40 1.33 1.33
1.12
0.730.67
0.59
0.230.15
Quantemo Neurological Index
Site
QN
I
27www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Astelin and Veramyst
Consumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product
Fold
Fold
28www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Insight: The Elements of High & Low Engagement
A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement
FoldFold
29www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Insight: The Elements of High & Low Engagement
A prominent, text-heavy ISI section can be detrimental to consumer engagement
FoldFold
30www.otoihealth.com One to One Interactive, 2010. All rights reserved.
0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30sST Excitement LT Excitement Engagement
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Xyzal Neuro Traces over Time
Neurological Trace and Seconds
Perc
ent
Insight: The Elements of High & Low Engagement
A prominent, lengthy ISI treatment can be detrimental to consumer engagement
• For Xyzal, neurological excitement increases while users focus on Features and ISI• Time is split in the last 15 seconds between the bottom Feature and the ISI
16-30 seconds
31www.otoihealth.com One to One Interactive, 2010. All rights reserved.
0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30sST Excitement LT Excitement Engagement
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Nasonex Neuro Traces over Time
Neurological Trace and Seconds
Perc
ent
Insight: The Elements of High & Low Engagement
• For Nasonex, neurological excitement decreases while users focus on the navigation and ISI• Time is split in the last 15 seconds between the navigation and the ISI
16-30 seconds
A prominent, lengthy ISI treatment can be detrimental to consumer engagement
32www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Insight Review: The Elements of High & Low Engagement
Over the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement and Zyrtec’s high long-term excitement• Claritin and Zyrtec had almost no associated negative emotions
Consumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product
A prominent, text-heavy ISI section can be detrimental to consumer engagement
33www.otoihealth.com One to One Interactive, 2010. All rights reserved.
FEMALE VS. MALE ENGAGEMENT
34www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Female vs. Male Engagement
Xyzal had high neurological engagement, but low overall engagement
Zyrtec Xyzal Nasonex Astepro Benedryl Claritin Astelin Veramyst0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40 1.33 1.33
1.12
0.730.67
0.59
0.230.15
Quantemo Neurological Index
Site
QN
I
35www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Female vs. Male Engagement
Astelin Astepro Benedryl Claritin Nasonex Veramyst Xyzal Zyrtec0.00
0.50
1.00
1.50
2.00
2.50
Quantemo Neurological Index by Sex
Site
QN
I
Male Female
Women viewing Xyzal had the highest neurological engagement of all stimuli
Females, 16-30 seconds
36www.otoihealth.com One to One Interactive, 2010. All rights reserved.
EYE TRACKING MYTHBUSTERS:THE ALLERGY EDITION
37www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Eye Tracking Mythbusters: The Allergy Edition
16-30 seconds0-5 seconds 6-15 seconds
16-30 seconds
0-5 seconds
6-15 seconds
Fold
38www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Eye Tracking Mythbusters: The Allergy Edition
Myth 1: People don’t read headlines – BUSTED• They do - and users expect to quickly see the indication
Myth 2: People don’t read body copy – BUSTED• They do - and early on
Myth 3: People don’t look for nor do they read the ISI – BUSTED• They do read it… albeit later
39www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Eye Tracking Mythbusters: The Allergy Edition
0-5 seconds
Myth 1: People don’t read headlines – BUSTED• They do - and users expect to quickly see the indication
40www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Eye Tracking Mythbusters: The Allergy Edition
0-5 seconds 6-15 seconds
0-5 seconds 6-15 seconds
0-5 seconds 6-15 seconds
Myth 2: People don’t read body copy – BUSTED• They do - and early on
41www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Eye Tracking Mythbusters: The Allergy Edition
Not on AOI
Brand Logo
Top Nav1
HCP
Headline
FaceCopy
Feature
1
Feature
2 ISI
CoLogo1
CoLogo2
Site M
ap
Save CTA
Top Nav2
0
0.1
0.2
0.3
0.4
0.5
0.6
Xyzal Fixations per Second over Time
Area of Interest
Fixa
tions
per
Sec
ond
Not on AOI
Brand Logo
Top Nav
Nav
Headline
Copy
Product
Video CTA
Dr. CTA
Save CTA ISI
Site M
ap
Co Logos
0
0.1
0.2
0.3
0.4
0.5
Veramyst Fixations per Second over Time
Area of Interest
Fixa
tions
per
Sec
ond
Not on AOI
Brand Logo
Nav
Product
Headline
Face
Save CTACTA ISI
Co Logo
Site M
ap0
0.1
0.2
0.3
0.4
0.5
Nasonex Fixations per Second over Time
Area of Interest
Fixa
tions
per
Sec
ond
Not on AOI
Brand Logo
HCP
Top Nav
Product
Headline
Copy
Feature
Save CTA
Use CTA
Dr. CTA ISI
Site M
ap
Co Logo
0
0.1
0.2
0.3
0.4
0.5
Astepro Fixations per Second over Time
Area of Interest
Fixa
tions
per
Sec
ond
Not on AOI
Brand Logo
Top Nav
Headline
Product
Feature
Social C
TAHCP
Use CTA
Save CTA
Co Logo ISI
Site M
ap0
0.1
0.2
0.3
0.4
0.5
Astelin Fixations per Second over Time
Area of Interest
Fixa
tions
per
Sec
ond
6s-15s 16s-30s0s-5s
Myth 3: People don’t look for nor do they read the ISI – BUSTED• They do read it… albeit later
42www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Eye Tracking Mythbusters: The Allergy Edition
Fold
Myth 3: People don’t look for nor do they read the ISI – BUSTED• They do read it… albeit later
43www.otoihealth.com One to One Interactive, 2010. All rights reserved.
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…
44www.otoihealth.com One to One Interactive, 2010. All rights reserved.
Q&A