greg rice's presentation at digital pharma east - with notes
TRANSCRIPT
PROPRIETARY + CONFIDENTIAL
DIGITAL HEALTHCARE MARKETING
Greg Rice, SVP StrategyKlick Health
NEW FUNDAMENTALS
Health is now cool, technology-driven, and more measureable than ever
Patients and HCPs have their expectations shaped by the millions of non-healthcare experiences in their digital lives
Experiences that are: configurable
Experiences that are: immersive
Experiences that are: thought-provoking
Experiences that are: relevant
Experiences that are: cat-dominated
PERSONALIZATION EXPERIENCE vs READ
MULTISCREEN REALITY
WIFM? BUY NOW
FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS
PERSONALIZATION
EXPERIENCEvs READ
MULTISCREENREALITY
WHAT’S INIT FOR ME
BUY NOW
Personalization is key to battle the intense competition for our fragmented and limited attention
New oral treatment for arthritis approved by FDA
Our experience on the internet is dominated by personalization and control – we’re keyword-literate by age 8
DIGITAL MEDIA SITE EXPERIENCE CRM PROFILING DIGITAL BODY LANGUAGE &
RETARGETING
PERSONALIZATION
PERSONALIZATION OPPORTUNITIES
We have many sources of personalization data
Humira Banners, everydayhealth.com (June 2013)
Humira Banners, everydayhealth.com (June 2013)
Ads are targeted and retargeted, and every view and click is another hint about what is important to that individual
ONFI.COM
When a visitor arrives from an ad, we already know a lot about them regarding their motivations and what drove them to action
ONFI.COM
Our knowledge of the visitor can drive the website messaging too, we can be more relevant and customized
PROPRIETARY + CONFIDENTIAL
CRM REGISTRATION
And when we make the right offer, with the right value exchange, the audience will tell us more
PROPRIETARY + CONFIDENTIAL
This accumulation of data based on activities is called “digital body language”
We can monitor known users to build predictive models and apply those models against the unknown users who visit
InferredDigital Body Language
Known
Unknown
Digital Media
Site Experience
Data Cookie
Digital Media
Direct
DIGITAL BODY LANGUAGE & RE-TARGETING
PERSONALIZATION
EXPERIENCE vs READ
MULTISCREEN REALITY
WIFM? BUY NOW
The modern web is now rich enough to allow users to experience our material, rather than just read it
100 hours of video is uploaded to YouTube every minute, and the site just passed 1 billion active monthly users – users who want to experience their learning
Even traditional news sources are merging media and you find CNN writing longer pieces, the WSJ posting video, and NYT embarking on pure multimedia
Text, video, print, infographics, and animations – they are all present on modern news sites
Snowfall is the critically-acclaimed multimedia experience of victims and rescuers of an avalanche in the New York Times
CLINICAL DATA EXPERIENCE
CURRENT DATA PRESENTATION
CLINICAL DATA EXPERIENCE
CURRENT DATA PRESENTATION
Typical data presentation in many websites is the paper detail aid moved online
SHARE NOW LISTEN
CLINICAL DATA EXPERIENCE
SHARE NOW LISTEN
CLINICAL DATA EXPERIENCE
Reimagine the data as a more immersive experience with services that the HCP values
PROPRIETARY + CONFIDENTIAL
Data presentation works from the physician to the patient as well with education tools
Interaction is valuable here to ensure the patient retains the knowledge
Integrate direct email to ensure the message survives the 15-minute exam room discussion
PERSONALIZATION EXPERIENCE vs READ
MULTISCREEN REALITY
WIFM? BUY NOW
Mobile isn’t just a smartphone while in line at Starbucks
THE NEW NORM. THREE-DEVICE OWNERSHIP.
TECHNOLOGY OWNED OR USED BY PHYSICIANS FOR PROFESSIONAL PURPOSES:
50%
2009 2010 2011 2012 2013
DESKTOP / LAPTOP
SMARTPHONE / PDA
eREADERN/A
TABLET
N/A N/A
Manhattan Research, Taking the Pulse: 2009-13
75%
25%
100%
62% 41%
OPTIMIZING SITES FOR MOBILE DEVICES IS CRITICAL
Google Manhattan Research Physician Channel Study 2012
OF PHYSICIANS ARE LIKELY TO ABANDON THE MOBILE WEBSITE IF IT’S NOT OPTIMIZED FOR A SMARTPHONE
REPORT THEY ARE LED TO MOBILE-OPTIMIZED SITES ONLY OCCASIONALLY
klick.com
RESPONSIVE DESIGN IS AN OPTION
klick.com
RESPONSIVE DESIGN IS AN OPTION
Responsive Design is great for single-sourcing information, but Mobile Optimized provides more control. Keep an open mind.
BE OBSESSIVE ABOUT CONTEXT OF USE
Google: The New Multiscreen World: Aug 2012
PERSONALIZATION EXPERIENCE vs READ
WIFM?
BUY NOWMULTISCREEN REALITY
Value exchange: What’s In It For Me?
Register Here For Our Patient Support Program
Register Here For Our Patient Support Program
What’s in it for me?
What’s in it for me?
so we can SPAM you when it is convenient for us
so we can SPAM you when it is convenient for us
FITBIT.COM
FITBIT.COM
Concise, clear, direct. It is clear why the consumer should get started with FitBit and why they should click that next arrow
MYRAFITKIT.COM
MYRAFITKIT.COM
Acknowledge user’s need
MYRAFITKIT.COM
Acknowledge user’s need
Give the value exchange
MYRAFITKIT.COM
Acknowledge user’s need Provide social proof and
a sense of normalization in a
group in a format that is easy to digest
Give the value exchange
MYRAFITKIT.COM
Acknowledge user’s need Provide social proof and
a sense of normalization in a
group in a format that is easy to digest
Give the value exchange
Make the call to action clear
MYRAFITKIT.COM
Acknowledge user’s need Provide social proof and
a sense of normalization in a
group in a format that is easy to digest
Give the value exchange
Make the call to action clear
Provide alternate channels
MYRAFITKIT.COM
Acknowledge user’s need Provide social proof and
a sense of normalization in a
group in a format that is easy to digest
Give the value exchange
Make the call to action clear
Provide alternate channelsEnhance trust by partnering and making ownership
clear
PERSONALIZATION EXPERIENCE vs READ
BUY NOW
MULTISCREEN REALITY
WIFM?
We are trying to change behavior, often with deeply ingrained habits, if only it were as easy as Buy Now…
More like: “Change your life and struggle with difficult problems now…”
NEEDS OF ePATIENT / eHCP BUSINESS NEEDS
You are here
MYMULTIPLEMYELOMA.COM
FACTORMATTERS.COM
PERSONALIZATION EXPERIENCE vs READ
MULTISCREEN REALITY
WIFM? BUY NOW
FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS
DON’T TRY TO TAKE IT ALL ON AT ONCE!
DON’T TRY TO TAKE IT ALL ON AT ONCE!
Incremental “bite-sized” changes to a digital strategy will result in more “area under the curve” for brand benefit
DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
This chart will show how the “area under the curve” is maximized by using smaller, quicker change cycles
DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
DIGITAL HEALTHCARE MARKETING
CONTACT //Greg Rice, SVP StrategyKlick [email protected]
NEW FUNDAMENTALS