Pharma & Healthcare Campaign Planning for a Digital World

SOcial, LOcal, MObile and the impact for health Information

Paul GrantSenior Client Partner

Pharma & Healthcare Campaign Planning for a Digital World

Show of hands…

Source: kho / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Who has a mobile device with them today?

Source: woodoo007 / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Who used it as an alarm this morning?

Source: auremar / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Who checked their email before bed last night?

Source: Leukos Leukos / Photographer’s Choice / Photolibrary

Pharma & Healthcare Campaign Planning for a Digital World

Who is checking email now?

Source: Adriaan Bloem | Flickr

Pharma & Healthcare Campaign Planning for a Digital World

What does a mobile device represent in your life?

Source: alphaspirit / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

A camera?

Source: Piotr Bizior

Pharma & Healthcare Campaign Planning for a Digital World

An organizer?

Source: Horia Varlan | Flickr

Pharma & Healthcare Campaign Planning for a Digital World

Entertainment?

Source: bloomua / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Sense of belonging?

Source: olechowski / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Link to knowledge?

Source: Ialmoond / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Thought support?

Source: naphotos / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Oh, maybe a phone too!

Source: lioliz | Flickr

Pharma & Healthcare Campaign Planning for a Digital World

So, what about mobile devices and health information?

Source: tomwang / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Source: MHealth. (2012, September 7). In Wikipedia, The Free Encyclopedia. Retrieved 11:30, September 10, 2012, from http://en.wikipedia.org/w/index.php?title=MHealth&oldid=511158695

“mHealth applications include the use of mobile devices in collecting community and clinical health data, delivery of healthcare

information to practitioners, researchers, and patients, real-time monitoring of patient vital

signs, and direct provision of care (via mobile telemedicine).”

Trend #1: mHealth

Pharma & Healthcare Campaign Planning for a Digital World

Source: icetray / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Case study in life-logging: Me!Note: data screenshots below are indicative (not mine); no diagnoses please.

Pharma & Healthcare Campaign Planning for a Digital World

“NHS Local” digital service

• 52% of patients would Skype their Doctor if the option was available

• 20% of patients said a Skype appointment with their doctor would be more private

• 14% of patients said a Skype appointment would make it easier to discuss problemsSource: http://nhslocal.nhs.uk/story/bring-skype-easier-gp-access-say-more-half-nhs-patients, N=328

Pharma & Healthcare Campaign Planning for a Digital World

Source: http://www.socialmediaexaminer.com/is-social-local-mobile-right-for-your-business/

Trend #2: SoLoMoSOcially integrated, LOcation based services, through MObile devices

Pharma & Healthcare Campaign Planning for a Digital World

Walgreens

• Refill by Scan - Scan your Rx label, submit and pick up at your local Walgreens

• Pill Reminder - Set up helpful reminders to keep you on track

• Transfer Prescription by Scan - Easily transfer your prescriptions to Walgreens

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

Making data relevant

Pharma & Healthcare Campaign Planning for a Digital World

Real-world + Virtual-world = Future?

Source: http://i292.photobucket.com/albums/mm16/nugentrk/Public/minority-report.png

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

“Show this message to the bartender for a free Pimm’s Cup”

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

Source: icetray / 123RF Stock Photo

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

SoLoMo in Animal Health

Pharma & Healthcare Campaign Planning for a Digital World

Pharma & Healthcare Campaign Planning for a Digital World

A few things about mobile…

• No need to rush in!• Consider:

– Is there a tangible business case?– What is the need that this will fulfil?

• What information do we have, that might be useful to someone while ‘on the move’?

• Where might they want to access it, and how might the location provide relevant context?

• How would they engage with the information?• Could they share or socialise the actions?

Pharma & Healthcare Campaign Planning for a Digital World

The future?

http://vimeo.com/46304267