DHC/Google Executive Landscape 2013 Summary Deck
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Transcript of DHC/Google Executive Landscape 2013 Summary Deck
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DHC/Google 2013 Executive Landscape Study
Digital Health Coalition 2013 Executive Landscape Study The Voice of the DHC Membership
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q Feedback gathered in September/October 2013
q Online survey sent to invited members/organizations
q Responses from a total of 60 members/organizations
q Survey topics included digital, online video, mobile, and change management/innovation
Digital Health Coalition 2013 Executive Landscape Study Invitations Went to Members at the Following Organizations
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q WebMD q JUICE Pharma q Google q Chandler Chicco q Physicians Interactive q Greater Than One q Klick q Digital Insights Group q CMPI q Arnold Friede & Associates q MDM q PPC q CHC q SPM q pathForward q Roche q Lilly q Sanofi q AZ q GSK q Roche Diagnostics q JNJ q Galderma q GE q Inventiv q Velocidi
q Doximity q E-Healthcare q M3 q Twitter q Manhattan Research q Roska q CMI Media q QualityHealth q Havas q Digitas q InTouch q Siren q Digitas q GA Communications q Heartbeat q QuantiaMD q HealthDay q MePlusYou q comScore q SAS q ListenLogic q The Futures Company q Palio q Semantelli q IO Media q Pfizer q PAAB
q Lundbeck q Novo q Novartis q Daichi-Sankyo q Takeda (Millenium) q Hologic q Boston Scientific q Abbott q Genentech q Gilead q Shire q Biogen q Eisai q Bayer q Amgen q CSL Behring q BI q Optimer q Astellas q MedImmune q Siemens q UCB q SocialQI q Evolution Road q Virsci q WEGO q Hale Advisors
Digital Health Coalition 2013 Executive Landscape Study
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43%
8% 15%
20%
8% 5% Type of Company
Pharmaceutical Device Agency Consulting/Advisory Technology Other
Average of 5.9 years in current position …average of 3.4 years in current position (pharma/device)
51% “Industry”
Among “Industry” respondents… 31% working on several brands 56% working in central digital group 13% in regulatory/legal 81% Primary Focus is US 19% Global 36% work in “top 10” pharma
Respondent Profile
Summary Insights The Voice of the DHC Membership
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q The biggest budget increase (for physicians) is expected for mobile content for tablets, mobile content for smartphones, and mobile apps.
q The biggest budget increase (for consumers) is expected for mobile content for smartphones, consumer video for education and outreach, and social media for consumers.
q For physician initiatives, paid search has the highest level of perceived ROI, followed by search optimization and mobile content for tablets.
q For consumer initiatives, paid search has the highest level of perceived ROI, followed by search optimization and mobile content for smartphones.
q 70% of respondents believe the industry is behind in digital overall. q 57% of respondents believe the industry is behind in online video. q 82% of respondents believe the industry is behind in mobile media. q 83% of respondents believe the industry is behind in social media.
Summary Insights The Voice of the DHC Membership
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q 71% report online video is important to advertising and marketing goals. q 92% agree online video allows smaller brands (under $1B) an option
when TV is not possible. q 84% agree online video provides better targeting compared to TV. q Specific to video platforms, companies report the highest level of
utilization with YouTube and Medscape and the least with Vimeo and Hulu. q The primary hurdles to further adoption of online video are regulatory
concerns followed by measuring ROI then dealing with ISI in online video. q Leading metrics to judge success of online video are time spent watching
video, visits to brand site, and click through rate. q Respondents estimate they spend 7% of their digital budget on video
today … and project that will increase to 9% next year. q 59% agree native or contextual ad placement is important in 2013. q 88% agree targeting is the primary benefit offered by online video.
Budget Allocation Next 12 Months by Activity (Physician)
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0% 50% 100%
Social Media for Health Professionals
Mobile Content for Smartphones
Mobile Content for Tablets
Mobile Display for Health Professionals
Mobile Video Advertising for Health Professionals
Product Sites (Brand.com) for Health Professionals
Professional Video for Branded Products
Professional Video for Education and Outreach
Online Video Advertising for Health Professionals
Display Advertising for Health Professionals
Paid Search for Health Professionals
Search Optimization for Professional Content
Mobile Apps for Health Profesisonals
Email Marketing for Health Professionals Decrease
Stay the Same
Increase
Don't Know
Budget Allocation Next 12 Months by Activity (Consumer)
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0% 50% 100%
Social Media for Consumers
Mobile Content for Smartphones
Mobile Content for Tablets
Mobile Display for Consumers
Mobile Video Advertising for Consumers
Product Sites (Brand.com) for Consumers
Disease or Unbranded Sites for Consumers
Consumer Video for Branded Products
Consumer Video for Education and Outreach
Online Video Advertising for Consumers
Online Communities for Consumers with Conditions
Display Advertising for Consumers
Paid Search for Consumers
Search Optimization for Consumers
Mobile Apps for Consumers
Emailing Marketing for Consumers Decrease
Stay the Same
Increase
Don't Know
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Expected Return on Investment by Activity (Rank Order)
160 169
204 220
243 264
301 309 311
351 362
372 375 381
0 50 100 150 200 250 300 350 400 450
Social Media for Health Professionals Mobile Video Advertising for Professionals Online Video Advertising for Professionals
Mobile Display for Professionals Display Advertising for Professionals
Mobile Apps for Professionals Product Sites (Brand.com) for Professionals
Professional Video for Education and Outreach Professional Video for Branded Products
Mobile Content for Smartphones for Professionals Email Marketing for Professionals
Mobile Content for Tablets for Professionals Search Optimization for Professional Content
Paid Search for Professionals
Total Score (Weighted) Professionals
"Total Score" is a weighted calculation. Items ranked first are valued higher than the following ranks, the score is the sum of all weighted counts.
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Expected Return on Investment by Activity (Rank Order)
220 223 227
249 250
264 266
279 299 303 310
323 326
359 373
433
0 50 100 150 200 250 300 350 400 450 500
Mobile Video Advertising for Consumers Mobile Display Advertising for Consumers
Online Video Advertising for Consumers Mobile Apps for Consumers
Consumer Video for Branded Products Display Advertising for Consumers
Social Media for Consumers Online Communities for Consumers with Conditions
Email Marketing for Consumers Consumer Video for Education and Outreach
Mobile Content for Tablets for Consumers Disease or Unbranded Sites for Consumers
Product Sites (Brand.com) for Consumers Mobile Content for Smartphones
Search Optimization for Consumers Paid Search for Consumers
Total Score (Weighted) Consumers
"Total Score" is a weighted calculation. Items ranked first are valued higher than the following ranks, the score is the sum of all weighted counts.
Majority Agree Pharma/Device “Behind” in Digital Overall
24%
46%
24%
7%
0% 0% 5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
We Are Very Far Behind
We Are Slightly Behind
We Are "Just Average"
We Are Slightly Ahead
We Are Very Far Ahead
With respect to the use of digital overall, how would you describe the pharmaceutical and device industry compared with other industries…
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Industry Believes Pharma/Device “Average” to “Slightly Behind” in Online Video
26%
31% 35%
7%
2% 0%
5%
10%
15%
20%
25%
30%
35%
40%
We Are Very Far Behind
We Are Slightly Behind
We Are "Just Average"
We Are Slightly Ahead
We Are Very Far Ahead
With respect to the use of online video, how would you describe the pharmaceutical and device industry compared with other industries…
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Vast Majority Agree Pharma/Device “Slightly Behind” or “Far Behind” in Mobile Media
36%
46%
15%
4% 0%
0% 5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
We Are Very Far Behind
We Are Slightly Behind
We Are "Just Average"
We Are Slightly Ahead
We Are Very Far Ahead
With respect to the use of mobile media, how would you describe the pharmaceutical and device industry compared with other industries…
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Majority Agree Pharma/Device “Very Far Behind” in Social Media
64%
29%
6% 2% 0%
0%
10%
20%
30%
40%
50%
60%
70%
We Are Very Far Behind
We Are Slightly Behind
We Are "Just Average"
We Are Slightly Ahead
We Are Very Far Ahead
With respect to the use of social media, how would you describe the pharmaceutical and device industry compared with other industries…
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Online Video
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Importance of Online Video to Marketing Strategy
0%
8% 5%
13%
3%
15%
33%
18%
5% 3%
0%
5%
10%
15%
20%
25%
30%
35%
Not at all Important
2 3 4 5 6 7 8 9 Very Important
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71% Say Important
Online Video Allows Smaller Brands (under $1B) an Option When TV Is Not Possible
0% 0% 3%
0% 3%
8%
35%
13%
8%
28%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly Disagree
2 3 4 5 6 7 8 9 Strongly Agree
Don't Know
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92% Agree
Online Video Advertising Providers Better Targeting Compared to TV Advertising
0% 3%
0%
5%
0%
13%
8%
23%
10%
30%
10%
0%
5%
10%
15%
20%
25%
30%
35%
Strongly Disagree
2 3 4 5 6 7 8 9 Strongly Agree
Don't Know
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84% Agree
Utilization by Video Platform
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0% 20% 40% 60% 80% 100%
YouTube
Hulu
Vimeo
Medscape
QuantiaMD
Sermo
EverydayHealth
WebMD Use for HCP
Use for Consumers
Use for Both
Do Not Use
How Are You Using YouTube?
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How Are You Using WebMD?
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Hurdles to Increased Use of Online Video Adoption
6% 9%
14% 17% 17%
20% 23%
26% 29%
31% 34%
37% 43%
49% 51% 51%
54% 60%
0% 20% 40% 60% 80%
The market of consumers is not ready for online video
The market of physicians is not ready for online video
Lack of innovative agencies, vendors, and solution providers
Hiring qualified people to work on online video projects
The pack of standardized metrics (to measure success)
Lack of support by the C-suite
The perceived high price of online video compared to other digital
Compliance concerns
Staying up to date on the latest technology trends and changes
Lack of strategy specific to online video
The need to educate staff about the effective use of online video
Lack of budget earmarked for online video
Legal concerns
Integrating the data/analytics from online video into existing
Creating compelling content that resonates with key audiences
Dealing with ISI in online videos and online video advertising
Measuring the effectiveness and ROI of online video
Regulatory concerns
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Metrics to Judge Success of Online Video Strategies
29%
34%
46%
54%
63%
66%
71%
71%
0% 20% 40% 60% 80%
Mouse over rate
Brand awareness or recall
Social engagement (sharing/likes)
Ability to reach target audience
Video completion rate
Click through rate
Visits to the brand site
Time spent watching video
Growth Predicted for Online Video (as share of Digital)
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Among Pharma/Device Companies… Estimated allocation to “online video” in 2013 = 7% (average)
Estimated allocation to “online video” in 2014 = 9% (average)
Importance of Native or Contextual Ad Placement in Online Video in 2013
9%
21%
12%
44%
15%
0% 5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
Not at all Important Somewhat Important Not Sure Somewhat Important Very Important
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59% Say Important
Effectiveness of Online Video Compared to TV
0%
21% 21%
49%
9%
0%
10%
20%
30%
40%
50%
60%
Much Less Effective Somewhat Less Effective
As Effective Somewhat More Effective
Much More Effective
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58% Say More Effective
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Aspects of Online Video You Find Beneficial
18%
52%
52%
55%
70%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ad unit formats
Reach
Engaging formats
Cost efficiencies
Price relative to TV
Targeting capabilities
For More Information…
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DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org
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DHC/Google 2013 Executive Landscape Study