Transforming HCP Clinical Content Engagement

Start ConversationsBuild Stronger Relationships Teach & Engage

Content Marketing Marketing Your Content

Educate

Enlighten

Change Behavior

Communicate

Acquire

Access

Engagement

Reach

1,700+ Peer-Reviewed Articles per Day

2013640,000

2003410,00055% growthSource: Web of Science 2003-2013, Medical Content

Targeted ExplorationSEARCH

Outside Search(Google, MedLine)59%ARTICLESave PDFEmail to themselvesShare with Colleagues

Direct to Journal21%Source: Adobe Digital Marketing Suite powered by Omniture, 201435 Million Visits

Above outside search put based on 35 million visits (underline, smaller font)7/10/2012

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Three Device Ownership is the New Norm

SmartphoneTabletDesktop89%2014

86%201370%2013 71%201499%201498%

2013Sources: Wolters Kluwer Content Consumption Survey, 2013 (n=11,828)Wolters Kluwer Content Consumption Survey, 2014 (n=12,392)Statistical significance 1.17% at 99% confidence level(both)

66% own/use 3 devices: Tablet, Smartphone and Desktop/Laptop

Time Spent Accessing Digital ResourcesNurses: 3.5 hours/workdayAverage time spent accessing digital resources:Physicians: 2.7 hours/workday

Source: Wolters Kluwer Content Consumption Survey, 2014 (n=12,392) Statistical significance 1.17% at 99% confidence level

Looking UpInformationManagingPatientsNetworkingProfessionalAdvancementReadingArticles, books,newsletters, etc.CE, certification,etc.Drug info,guidelines, etc.Notes, records,follow upsProfessionalsocial networks

20%79%41%

25%81%13%

7%77%41%

32%87%25%

50%71%29%

Print

Desktop/Laptop

MobileSource: Wolters Kluwer Content Consumption Survey, 2014 (n=12,392) Statistical significance 1.17% at 99% confidence levelUse Case Determines Format Access

Digital Access Increases Journal Use

CME/CEActivities 63%

2012: 8-10 journals accessed

2002: 3-4 journalsaccessed

Source: Wolters Kluwer Content Consumption Survey, 2014 (n=12,392) Statistical significance 1.17% at 99% confidence level

Journals -Online/Mobile84%69%E-mail Newsletters

Journals -Print64%

Conferences& Symposia65%

2014 (2013) - resource30% (31%) - Print newsletters 45% (43%) - Books online/mobile 46% (46%) - Books print 48% (43%) Multimedia62% (61%) - Discussions with colleagues 63% (60%) - CME/CE activites 64% (66%) - Journals print 65% (65%) - Conferences and symposia 69% (66%) - E-mail newsletters 84% (81%) - Journals online/mobile 7/10/2012

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HCP Digital Journal Access Exceeds Frequency

Digital Journal Access:View abstractsAccess full text articles Share articles: eMail & Social MediaSearch for specific articleBrowse current issue table of contentsRead publish ahead of printVisit video galleryCheck eTOC alertsJournal clubsBrowse iPad App Issue8xMonth Source: Wolters Kluwer Content Consumption Survey, 2014 (n=12,392) Statistical significance 1.17% at 99% confidence levelAdobe Digital Marketing Suite powered by Omniture, 2014

Content Engagement & Interaction

Multi-media video, audio and images embedded into articles

Peer-to-Peer sharing via eMail, Facebook, Twitter

Supplemental Interactive Web Experiences

Right image: desktop and screenshot of OBGYN (dont include top banner, make shot viewablenot entire site)7/10/2012

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Transforming an Article with Embedded Video

Embedded Video ContentIncreases Author InvolvementEnhances ContentEngages Readers

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Transforming an Article with Embedded Video

Embedded Video ContentIncreases Author InvolvementEnhances ContentEngages Readers

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Interactive Website Experience

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Interactive Website Experience

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Interactive Website Experience

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Leveraging Journals to Build your Brand

ReachEngagementExposure

APPPrintWeb/eMail

Transforming Advertising Objectives

Driving Customer InteractionProduct WebsiteContent PagesVideo PagesConversion PagesSocial Media Customer Service eMailCorporateProduct IndicationsCompetitive BlockingFrequencyUbiquitous

Brand Recognition

VideosOriginal ReprintseDetailsCase StudiesMOA VideosKOL Round Tables

Content Engagement

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To Embed or Not to Embed?vs425% IncreaseSource: Adobe Digital Marketing Suite powered by Omniture, 2014

VIDEO HYPERLINK4%Engagement RateEMBEDDED VIDEO17%Engagement Rate

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Print to Digital Transformation

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Educational Game with Customer Interaction

CONTENT ENGAGEMENT

CUSTOMER INTERACTION

Source: Adobe Digital Marketing Suite powered by Omniture, 2014

CUST. INTERACTION only show up at end7/10/2012

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Multi-Video Engagement with Customer Interaction

3 Embedded Videos:

2 KOL Videos, 1 MOA Video

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Multi-Video Engagement with Customer Interaction

MOA Video

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Multi-Video Engagement with Customer Interaction

MOA Video

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Multi-Video Engagement with Customer Interaction

Website Hyperlink

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Increase Engagement: Data InsightsSource: Adobe Digital Marketing Suite powered by Omniture, 2014

450% Increase in engagement rate50% Increase in time spentAds with Video

100% Increasein time spentAds with Reprints180% Increase in engagement rate

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Maximize Your Content Marketing Investment

Leverage the multi-channel use of clinical journal contentApp | Web | Print | eMail

Integrate your approved marketing content to increase engagement450% increased engagement with video180% increased engagement with reprints

Visibly hyperlink to your content for increased customer interaction

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THANK YOU

Please remember to rate this session in the mobile app!

7/10/2012

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