The  Mul(  Screen  Mul(  Channel  Environment  

March  17,  2014  Mediapost  Marke(ng  Health  Conference        

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About  me  

»  About.me:  hFp://about.me/riteshpatel  

»  TwiFer:  @riFers90    »  hFp://www.inven(vdigital.com  

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But  before  I  begin    

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Power  of  Online  Health  Search  

80%  of  those  on  the  web    are  seeking  healthcare  informa6on  online  

Only  email  and  search    rank  higher  

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0  10  20  30  40  50  60  70  80  90  100  

Email   Search  Engine  

Health  Info   News   Buy  Product  

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Social  Drives  Healthcare  Conversa(ons  

Around  a  third  of  US  adults  use  social  media  as  a  health  resource  –  whether  seeking  out  medical  info,  sharing  symptoms  and  experiences  or  ra6ng  drugs,  devices,  doctors,  hospitals  and  health  plans  

›  42%  have  viewed  health-­‐related  consumer  reviews  through  social  networks  like  TwiFer  and  Facebook  

›  A  third  have  read  of  friends’  or  family  members'  health  experiences  through  social  media  

›  29%  have  read  of  other  pa(ents'  experience  with  a  disease  they  have  

›  24%  have  viewed  health-­‐related  videos  and  images  posted  by  other  pa(ents  

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Pa(ent  Communi(es  Thrive  

We  are  increasingly  crea6ng  niches  of  “Likeminded”  people  gathering  in  online  places  ›  Seeking  advice  from  each  other  ›  Helping  each  other  ›  Sharing  experiences  

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HCPs  Aren’t  Wai(ng  for  the  Sales  Guy  

60%  of  physicians  either  use  or    are  interested  in  using  social  networks  

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65%  of  docs  plan  to  use  digital  tools  for  

professional  development  

This  doc-­‐to-­‐doc  blogger  has  53,000  readers  this  month  +  20,000  TwiXer  followers  

Cardiology  and  Orthopedic  CME  

1500  +  Videos  Peer  Reviews  

Allowing  doctors  to  crowd  source  advice  on  treatment  

Manha%an  Research    2009,  2010  Sermo,com  

Compete.com  

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Mul(-­‐screen  becoming  the  norm  

»  Increase  of  mul(-­‐screen  consump(on  during  evening  and  prime(me  hours  

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Think  Context    

General Content Exposure

Computer Consumption

iPhone Consumption

iPad Consumption

Patient Sites HCP Sites

Weekday

Non-­‐Mobile  

Phones  

Tablet  

Non-­‐Mobile  

Phones  

Tablet  

n  Consumer  context  of  need:  Loca(on,  Time,  and  Task  

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Mul(screen  Adver(sing  Pillars  

1.  Search:  -­‐  mWeb  Search  -­‐  Maps  -­‐  Local  Search:  Yelp  -­‐  Search  Apps  -­‐  Siri:  Wolfram  Alpha  

7.  Push  Marke6ng:  -­‐  Reengage  with  hand-­‐raisers  

who  have  opted  in  -­‐  Sent  via  SMS  or  from  App  -­‐  Trigger  by  (me,  loca(on,  

event  or  segmenta(on  

2.  Media:  -­‐  Display  Ads  -­‐  Banners  -­‐  Rich  Media  -­‐  In  App  -­‐  Mobile  Web  -­‐  Networks  

5.  Loca6on:  -­‐  Long/  Lat  -­‐  Wifi  -­‐  DMA  -­‐  Check  Ins  -­‐  Geo-­‐fencing  

4.  Video:  -­‐  Full  length  programing  -­‐  Clips  &  Highlights  -­‐  User  generated  content  -­‐  Pre-­‐Roll  -­‐  In-­‐stream  

3.  Social:  -­‐  Facebook  -­‐  TwiFer  -­‐  Foursquare  

6.  Mobile  Extensions:  -­‐  Extension  from  tradi(onal  

adver(sing  -­‐  SMS  -­‐  QR  Code  -­‐  Passbook  

-­‐  NFC  -­‐  StarStar  -­‐  Augmented  Reality  

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1.  Search  

»  Google  mobile  traffic  has  risen  500%  in  two  years  »  70%  of  all  mobile  search  results  in  an  ac(on  being  

taken                  within  one  hour    

Search  Apps   Search  Engine  Siri  &    

Google  Now   Maps  

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2.  Media  

»  Avg.  mobile  banner  click  thru  rate:  0.61%  

›  Compared  to  0.07%  of  digital  banners  

»  Avg.  tablet  banner  CTR%:  0.91%  

Web   In  App  

Tablet  

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3.  Social  

»  As  of  Q2  2013,  71%  of  Facebook  users  visit  from  their  mobile  device  ›  40%  of  Facebook  users  only  engage  with  the  site  via  mobile  

»  Roughly  69%  of  TwiFer  users  access  via  mobile  

Facebook   TwiFer   Foursquare  

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4.  Video  

»  Over  the  last  two  years,  mobile  video  audience  has  grown  77%  to  36  Million  users  

»  The  average  mobile  user  consumes  5  hours  of  video  on  their  device  monthly,  compared  to  6  hours  on  their  computer  

Crackle  App   ABC  App   Pre,  Mid,  and  Post  Roll  Ads  within  content  

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5.  Loca(on  

»  Loca(on  is  a  unique,  innate,  func(ons  of  mobile  marke(ng  »  Loca(on  and  Time  can  an  be  immediate  audience  qualifier    

Loca(on  Base  Geo-­‐Fence  SMS  Alert   Loca(on  Dynamic  Rich  Media  Ad  

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Think integration in the workflow

Manhattan Research, Taking the Pulse Europe 2012

Morning Evening

“I need to check my emails before work”

“I want to review my next patient’s EHR before they arrive”

“I need to look up some clinical data whilst doing my hospital rounds”

Afternoon

“I want to catch up on a few journal articles ”

81% of online physicians use a smartphone for professional purposes

58% Use a tablet for professional purposes

87% access the internet between consultations

30% Use smartphone apps for professional purposes

Digital has opened up new contexts to meet physician needs, and therefore new opportunities to engage

81% Of physicians use digital information sources for decision support and guidance at least monthly

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Mobile…Mobile….Mobile  

»  Responsive  design  ›  A  responsive  website  detects  the  browsing  

device  of  the  user  and  scales  the  website    accordingly  

›  Mobile  browsing  on  smartphones  accounts    for  nearly  25%  of  global  web  traffic  

»  Mul(ple  languages  ›  Automa(c  browser/IP  address  detec(on  to  auto-­‐

serve  appropriate  language  ›  The  user  also  has  the  op(on  to  change  the  

translated  language  of  the  website  with  a  language  selector  

»  Analy(cs  ›  Historical  data  and  ac(onable  insights  can  be  

summarized  in  a  custom  campaign  dashboard  

ONLY  4  of  the  top  20  Pharmaceu(cal  Brand.com  web  sites  are  responsive  or  

mobile  enabled  

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Cimzia  -­‐  Mul(-­‐Device  banner  ads  

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Cimzia  -­‐  Mul(-­‐Device  banner  ads  

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Celebrex  Rich  Media  Ad  

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90% 10%

Seamless  Experience  Expecta(ons  

65%   mSearch  in  response  to  something  of  interest  

81%   Create  “Second  Screen”  experience  78%  mul(tasking    

22%  complementary  

Most  common  online  entrance  

90% Sequential (vs Simultaneous)

Google,  August  2012  

Design  Content  for  Distracted  Use  

134%   Growth  of  health  informa(on  content  accessed  by  mobile  

Top  growing  mobile  content  category  reaching  18.5  million  users  

To  summarize  

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Army  of  sensors-­‐  passive  and  ac(ve  data  collec(on  creates  “Big  Data”  

Device Capabilities

Make faster, better informed treatment decisions

Deliver immediate medicine through algorithmic health applications

MBANs Medical Body Area Networks Kinesia HomeView

HCP  

EMR  

Finally  -­‐  “Big  Data”  &  Connected  Health  

Thank  You  

Have  a  great  day  !