QR CODEWORKSHOP

ABOUT IQ MINI WORKSHOPS

iQ is the innovation lab of GSW Worldwide. We research emerging trends in both how technology and expectations are changing.

We use those findings to develop perspectives on how our healthcare marketing clients can gain competitive advantage in fast-changing areas like mobile, slate, gaming, and social media.

Then we model innovative tools and experiences designed just for health care marketers.

Mini workshops like this one include a snapshot of each of those elements.

Innovation theater: A model of what

could be

What early-moverbrands are doing

Insight intonew consumer/

HCP expectations

Strategies and insights for brand

planning

MOST OF THE WAYS WE INTERACT WITH HEALTH CARE ARE UNINSPIRING

We’re not engaging people

• We give them 7 minutes in the exam room• Confront them with complicated, paper-based

adherence tools• Set a lot of requirements, but give few rewards

The interface of healthcareis broken

WHAT’S A QR CODE?Overview, encoding data and readers

QUICK RESPONSE (QR) CODE

• A QR Code is a type of two-dimensional (2D) code that consists of black modules that contain encoded data which can be read by a smart phone app.

ENCODING DATA

• The black modules of the QR Code contain encoded data such as:– Text– URL– vCard– Phone number– Text (SMS)

Data

READING THE ENCODING DATA

• QR Code reader apps utilize a smart phone’s cameras to recognize the position and alignment marks to scan the encoded data.

Position

Alignment

QR CODE READERS

• There are a number of QR Code reader apps available for smart phones such as:– Kaywa– i-nigma– Optiscan– QuickMark– QR Droid– ScanLife

OTHER TYPES OF 2D CODESShotCode, Aztec Code, DataMatrix and others

OTHER TYPES OF 2D CODES

• Although QR Codes tend to be the most popular of the 2D Codes it’s good to be aware of other types.

• Please note that other types of codes may not work with your QR Code reader.

ShotCode Aztec Code High Capacity Color

DataMatrix EZcode

2D CODE ADOPTIONUsage statistics

2D CODE USAGE STATISTICS

• 28% of smart phone users are already scanning 2D codes.

• Percentage of users scanning 2D codes by type of smart phone:– 48% Android– 39% iPhone– 18% Blackberry

Compete / Kantnar: http://blog.compete.com/2011/01/11/compete-smartphone-intelligence-survey-shows-mobile-barcode-scanning-now-mainstream-in-retail

QR CODES IN MARKETINGHow marketers are using QR Codes to reach their customers

COMMON MARKETING USES OF QR CODES

• URL– Provide additional content specific to the scanned item

or location such as:• Video describing or demoing an item• Additional content about the item (ie: reviews, rating)

• Phone number– Speak to a representative

• Text– Receive additional information– Sign up for an offer

PET SHOP BOYS

• British synth pop duo Pet Shop Boys, released their 2007 single “Integral” - an electronic download only format via QR Code.

Single artwork

Music Video

BEST BUY

• Retail giant Best Buy added QR Codes to their fact tags to provide customers with detailed product information.

GOOGLE

• When Google launched their mobile marketing campaign for Google Places they sent out some 190,000 QR Code decals to local businesses across the United States that customers could scan to receive reviews, comments and coupons.

McDONALDS

• McDonalds in Japan are using QR Codes on their products to direct customers to that product’s nutritional information.

AN INNOVATION THEATER IDEA:

QR CODE CARDSThe iQ team creates models, prototypes and storyboards that show how innovative applications of technology can solve persistent healthcare challenges. We always start with a common problem:

IT’S DIFICULT FOR SALES REPS TO CONNECT WITH PRESCRIBERS

• Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.

AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

REP-ACCESSIBLE DOCS

20%REP-INACCESSIBLE DOCS

50%

SO WE ASKED

• What if a sales rep’s business card was a portal to his on-demand office?

THE QR CODE CARD

• In this experiment a Physician scans the QR Code on a Rep’s business card and is taken to a custom, transactional mobile friendly site.

For more answers to pharma’s marketing challenges visit

WhatsYourDigitaliQ.com

Twitter.com/iQlab

SlideShare.net/iQlab

YouTube.com/GSWiQlab