Healthcare marketing trends - The beginning of new era
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Healthcare Trends - 2013 Mithu Deb 1
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11-Sep-2014 -
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Technology
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A report on how healthcare/pharmaceutical industry is transforming since past few decades. The presentation gives an insight on what are the new trends in healthcare industry and the relative indicators.
Transcript of Healthcare marketing trends - The beginning of new era
Healthcare Trends - 2013
Mithu Deb 1
Global adults look online for health information
53% say information found online lead them to ask a doctor new questions
Today more than 80 million US adults use social media for health-related issues
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Digital is Critical for Life
Increase brand awareness
Create dialogue between patients and physicians
Build Rx loyalty
Encourage patient compliance
Educate consumers
Understand your Goals
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Online Behaviour Impacts New Patient Starts
Online marketing efforts have a significant incremental effect on new patient starts
Prospective Patient online but not on Rx yet
New Patient; More Likely Exposure
Visit Brand Website
Click on Display Media
Click on Paid Search ad
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Online Behaviour Impacts Rx Adherence
Online marketing efforts have a significant incremental effect on adherence/next fill among existing patients
Patient on Rx More Likely; Next
Fill/Adherence Exposure
Visit Brand Website
Click on Display Media
Click on Paid Search ad
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Emergence of e-Patients
Proliferation of Online Health Video
Mobile Will Impact Healthcare Decisions
Communities Matter
Physician Immersion in the Digital Channel
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Digital Healthcare Trends
Emergence of e-Patients
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Over the last couple of years, trust in online health resources has increased by 44%
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Trust in online health resource is skyrocketing
The Internet is a Powerful Tool for Health Research
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Even the most regulated products
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Proliferation of Online Health Video
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Video is the fastest growing medium in history
77% of Americans online watched a video last month
The average US viewer spends 500 minutes (8.3 hours) watching video online each month
The duration of the average online video is 3.7 minutes
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#1 because Video is mainstream
Consumers Watch Health Videos More Than Food & Celebrity
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Consumers Value Online Health Video
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Health Videos Drive Action
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23% of YouTube’s Audience is 45+
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Expand your reach
Target your audience
Distribute your assets
Measure Back end data
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Things to do with Youtube
Capitalize on video consumption with rich media display and distribute your approved video assets.
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Take away
Mobile Will Impact Healthcare Decisions
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Mobile market overview
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One in three mobile search queries have local intent.
Local Explosion
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Health Info Seekers are 49% more likely to have connected to the Internet using a mobile device in the last 30 days
Health Consumers & Doctors Use Mobile
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Consumers Want to Search for Info Wherever They Go
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Mobile apps
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as they pursue their interests
Reach Your Consumers on Mobile...
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Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow.
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Takeaway
Communities Matter
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1 out of every 6 minutes spent online is spent on a social network
Social is the most popular activity online
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Build a Community Around Your Brand
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Tap into the Community to Drive Patient Education
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Create a Connection with Patient Testimonials
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Tap into existing communities. Use the sight, sound, and motion of video to create emotional touch points with your consumers.
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Takeaway
Physician Immersion in the Digital Channel
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The Internet Is HCPs’ Top Health Resource
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Places Used to Access the Internet for Medical Information
Physicians Access the Internet Across Locations
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Physicians Start with Search
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Types of Search Terms Physicians Use
One-Third of Physicians Search on Branded Meds
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Physicians Click at the Top of the Page
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Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.
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takeaway
