digipharm europe 2011 mobile web the acceleration of ... · fmcg detergent 5 travel flights 117 104...

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Digipharm Europe 2011Mobile Web the Acceleration of Everything

Google Confidential and Proprietary

Jens MonseesIndustry Leader Health Care & Consumer Goods

London28th of September.2011

Is my target Group

Difference between

PULL and

What are the most

important Trends?

already online?

PULL- and PUSH

Marketing?


How efficient is digital Media?

Digital Strategy –How do I leverage Digital?

Pharma Marketing

2

Be Ready, Be Found, Be Smarter

-Videocracy-Social-Local

5 Digital Trends:


-Mobile-Searchmetric

sitessites

Google +It is all interconnected

displaydisplaysearchsearch


videovideomobilemobile

3

45%

75%

Facebook.com

Reach

Media and Consumer InsightsGoogle and YouTube belong to the Top 4 in Germany

26%

33%

37%

39%

41%

Web.de

Wikipedia.org

Amazon.de

Ebay.de

Google Confidential and Proprietary5 Google confidential

20%

20%

26%

Yahoo.com

Mozilla.com

T-Online.de

Source: GfK WebValues July 2011

50RadioTVInternetiPhone

Number of users (in Mio.)

Media and Consumer InsightsDigital changes occur faster and faster...

20

30

40


0

10

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38

years

4

12 Mio. Media and Consumer InsightsMobile reach is growing so fast

43% online every day

5 4 Mi

User


5.4 Mio.mobile conversions in

2010

Search volume of your top keywords on mobile: >350% growth in less than 2 years

Mobile will b the next big chapter of Pharma

Sea

rch

Volu

me


Month/Year

Source: Google Internal Data, *Today = data for the past 4 weeks. Above data is for 500 keywords or less (if less than 500 keywords were present in the account) ranked by impression volume .

5

Health Queries

Strong growth in Queris each year (DE)

Health Queries

30%39%

27%25%

17%


Total 2005 Total 2006 Total 2007 Total 2008 Total 2009 Total 2010

Top Brands, Products and Informationus for Health Care.

Source: Google interne Daten, 2005-2010

Online Age Groups

10 812 6

Age of DE User in % 14 bis 1920 bis 2930 bis 39

99%Der 14-29 Jährigen


10.8

19.215.5

12.640 bis 4950 bis 5960 <

Google Confidential and Proprietary 10Source: ARD/ZDF-Online-Studie 2010; Basis Deutschsprachige Bevölkerung


28%Der über 60 Jährigen

1923

6

Most searched Categories in De

153

140

160

180

100)

1. Tech: Mobile2. Healthcare Medicaion3. Entertainment: Games, Dating4. FMCG Detergent5 Travel Flights

117

104 100

8478

65

40

60

80

100

120

140

Inde

x (C

onsu

mer

Goo

ds =

5. Travel Flights6. Finance/Insurence Liveinsurance7. Auto Tries

Google Confidential and ProprietaryGoogle internal data, January 2010

0

20

How and what is

searched

How and what is

serached by patients?

Is my Target Group online?

by HCPs?patients?


Pharma Marketing

7

81%81%Of Internet users go to web sites via Search Engines in EU

Google Confidential and ProprietarySource: Forrester Research Inc., “UK Internet User Monitor”

SEM Campaign: RX


8

SEM Campaign: OTC


Big Companies taking over online...


...but be aware: your real online competitor is the small and medium sized business adapting fast to the environment – and taking away your visibility.

9

Strong Trust in Online Info Sources

In the last years the Trust in Online HealthTrust in Online Health Care sources grew by

44%


Question: Overall, do you feel your trust for online resources related to health information has increased, decreased or remained the same compared to a few years ago? Please select one. Base: Used Online Resources Listed. (Not Just Other). (n=4908).Source: Google & OTX, Health Consumer Study, December 2009

Patients first go Online and than to the Doctor

75%First Search for Symptoms online. 70%

After going to the Doctor before taking Rx medication.


Question: Since you started using the Internet as a source of information for your health condition-related question or concerns, how often do you do the following? Please select one for each. Top 2 box.Base: n=5001Source: Google & OTX, Health Consumer Study, December 2009

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Patients search early…

64% Take Search as first Action 64% to analyze their conditions.


Questions: Please order the online resources you used to gather information on your most recent health condition-related question or concern from 1 to [INSERT NUMBER OF PUNCHES SELECTED AT Q5], where “1” means “resource you used first” and “[INSERT NUMBER OF PUNCHES SELECTED AT Q5]” means “resource you used last. ”If you used an online resource multiple times, think about the first time you used the online resource. Which search engine(s) did you use to search for information on your health condition-related question or concern? Please select all that apply. Base: Total Health Consumers. Used Search Engines. (n=2983). Search Engines Users. (n=2983)Source: Google & OTX, Health Consumer Study, December 2009

19Google Confidential and Proprietary

Patients want one info source for all HC Questions

Online Sources for HC:


Question: Which online resource(s) did you use to gather information about your most recent health condition-related question or concern? Please select all that apply. Base: Total Health Consumers. (n=5001).Box indicated significant difference at 95% confidence intervalSource: Google & OTX, Health Consumer Study, December 2009

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Rx Search Queries Estimation 2011 Germany

140-146 Mio.140-146 Mio.

138-142 Mio.138-142 Mio.

• Mental Health

• Pain Management

32-34 Mio.32-34 Mio.

24-30 Mio.24-30 Mio.

18-22 Mio.18-22 Mio.

34-38 Mio.34-38 Mio.

72-78 Mio.72-78 Mio.

Pain Management

• Cancer

• Cold and Flue

• Heart and Hypertension

• Women's Health

• Men's Health


16-20 Mio.16-20 Mio.

12-16 Mio.12-16 Mio.

• Aids and HIV

• Diabetes

Also HCPs start with Search

71%Search Engine

29%Website


*Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use overall’ includes the use of search engines overall, across scenarios and searchesBase: Total Physicians n=411, Physicians who use a search engine n=294Source: Hall & Partners and Google Custom HCP Study, August 2009

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1/3 search for specific Medication

Search Categories of HCPs

57% Indication

36% Diseases

33%Medication

e.g., cardiovascular disease, e.g., Boniva,e.g., diabetes type ll treatment,


Base: Physicians who use a search engine n=294Source: Hall & Partners and Google Custom HCP Study, August 2009

g , ,post traumatic stress disorder

g , ,Pristiq

g , yp ,antiplatelet therapy trials

Conclusion: • Online strategy needs to be a C-Level task!• KPI´s and ROI have to reflect the Media Shift


13

Integrated Campaigns

Best-- Best Practise in

RX?


Pharma Marketing

Integrated Example Rx: Lilly Pharma

Thompsen Media: Januar-April 2011

TV Spot 2010

Print Ads 2010

WebsiteSEM Campaign


Banner 2010

Website

14

Search Example Rx: Lilly Pharma


What the User wants -- and what is relevant?

Huge difference between what the marketeer wants to say and what is relevant for te user


15

….otherwise Google would look like this.


PUSH Marketing


16

Product Tipps

PULL Marketing

Family Tipps

ecards

Design Tipps


Recepies

Product Samples

Content and added Value are King!

One Click to the relevant Information


Oldte “Hierachic Web-site-Structur“:Arrive at Home Page, tahn click your way to the hidden Information somewhere in the Pyramid.

Many times the user get lost.

Modern Web-Site-Structur:All relevant information of the Brand are directly reachable with one Click

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Who isWho is doing What?


Digitale Strategy –How do I procede?

Pharma Marketing

Brand

Develop relevant Digital Assets

Advertiser, Creativ /

PR-Agency

Topic


18

Develop relevant Digital Assets

Test

Doc FinderVideos

News


NewsletterPatienten reports

News

Patient

2. Relevant Digitale Assets for your Target Group

HCP


19

Example

www.netdoktor.de

3. Contextual PUSH Marketing

Advertiser, Display-agency

Contextual Targeting

Relevante Keywords:Virus FeverCold


Relevant AdText / Display

3. Contextual Targeting


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The Majority Watch Condition-Specific Videos

79%79% of health consumers have watched videos about their specific health condition


Question: Since you started using the Internet as a source of information for your health condition-related question or concerns, how often do you do the following? Please select one for each. Top 2 Box.Base: Total Health Consumers. (n=5001).Source: Google & OTX, Health Consumer Study, December 2009

•Types of Health Related Video Content Consumers Want

Over Two-Thirds Are Interested in Health Videos

Educational Videos Featuring Experts Videos About SpecificEducational Condition-Specific Videos

54%

Videos Featuring Experts (e.g. doctors)

49%

Videos About Specific Medications

34%


Questions: Whether or not you have ever seen any, how interested are you in viewing videos on the Internet featuring health-related content? Please select one. Using the scale below, please tell us how interested you are in viewing each of the following types of health-related video content on the Internet? Please select one for each. Base: Non-Video Rejecters (n=4383)Source: Google & OTX, Health Consumer Study, December 2009

40

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Health Videos Drive Consumers To Search

43%43%Used a search engine

to search for more

information on a health topic that was featured in an online

health video


Question: Which of the following actions, if any, did you take as a result of having watched a Health-Related video on the Internet? Please select all that applyBase: Watched Health-Related Videos 1595Source: Google & OTX, Health Consumer Study, December 2009

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85% Take Action as a Result of Watching Health Videos

Total

Talked to a doctor (Net) 47%

Total

Used a search engine to search for more info on a health topic 43%

Visited a general health website to learn more about a health topic 37%

Conducted online research on the health topic 36%

Talked to family or friends about the health video 28%

Asked my doctor about a medication 32%

Asked my doctor about the health condition I saw in the video

25%

Google Confidential and Proprietary42

Question: Which of the following actions, if any, did you take as a result of having watched a Health-Related video on the Internet? Please select all that applyBase: Watched Health-Related Videos 1595Source: Google & OTX, Health Consumer Study, December 2009

Visited the prescription drug website mentioned in the video 18%

Thought more favorably about the medication featured in the video 16%

Talked to a doctor about the video 20%

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Sanofi TV - A Hub for Patients and Doctors

71%Search Engine


Sanofi TV - A Hub for Patients and Doctors

71%Search Engine


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Digital Strategy: Engage the User!a) Mkt. Objectives

/ Briefing?b) Overall budget? c) Target Group d) Potential Consumers

Online

f) Content of Websiteg) 24/7 or Promotional SEM

30% of De media usage is online younger => increase online >30%older => reduce online <30%

What do we try to reach?

niche => increase online >30%mass => reduce online <30%

Display

Searche) USP´s Brand /Product

‘Brand Territory’

mini & Mami

Allergie-Check

Gewinnspiel

Gratis Warenproben

Ernährung Mutter

EntwicklungSchwangerschaft

Qualität

Entwicklung Baby

Rechts-Tipps

Erziehungstipps

Schwangerschaftstipps

Magazin L.O.S.

Produkte und Vorteile

Babypflege

...Babyshampoo

Babybrei

Babymilch

Bübchen

Alete

Babyhautpflege

Beba

Babynahrung

BRANDNestlé

Babyservice

h) Traffic Estimation

Google Confidential and Proprietary 45

High involvmt. / added value => increase SEM >40%Low involvmt. / static just infos => increase Display <40%

Product / benefit focus => increase 24/7Promotional driven => increase flight SEM

...Wohlfühl-Tipps

Calculate Potential based on keywords

Match Search Potentialvs. available budget

ROI Tracking and continuosly optimization

They are all already online waiting for you

stepping in

Don´t transfer Offline PUSH

Communication 1:1 to online:

R l t C t t

Search is already big. Trends like

Video, Social or Mobile are

growing fast!

pp g(Patients &

HCPs) Relevant Content

is key


Healthcare is a high

Involvement category!

1. Thopics 2. Digital Assets

3. combine PUSH & PULL

Pharma Marketing

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Jens MonseesIndustry Leader Consumer Goods / Health [email protected]+49-162-2122797

Thank you!

Some interesting Video Links for Google+ & Mobile:

:

http://www.youtube.com/watch?v=hC_M6PzXS9g

http://www.youtube.com/watch?v=yL3DR-ZM-Xc&feature=relmfu

http://www.youtube.com/watch?v=xwnJ5Bl4kLI

http://www.youtube.com/watch?v=IND5ZjCbC6g&feature=channel_video_title

http://www.youtube.com/watch?v=MDwhpOvZRlI


http://www.youtube.com/watch?v=CjUcq_E4I-s&feature=channel_video_title

http://www.youtube.com/watch?v=Huzwy7CfKro

digipharm europe 2011 mobile web the acceleration of ... · fmcg detergent 5 travel flights 117 104...

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