reaching health consumers with mobile sites, apps, and ads

Presented byJessica Liu

Twitter @jaielleEMG Digital Marketing Manager

Follow @EMGtheagency, #EMGmobile

REACHING HEALTH CONSUMERS WITH MOBILE SITES, APPS AND ADS

Follow @EMGtheagency #EMGmobile

Welcome!2

About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Link to be sent to attendees

Presentation posted to EMG Knowledge Center


About EMG & Core Competencies• Full-service interactive marketing agency• Headquartered in Orange County, CA• Established in 1999• Clients Include:

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STRATEGY

Research, Planning & Analysis

EXPERIENCE

Personalization, Engagement & Entertainment

RELATIONSHIPS

Awareness, Influence & Social Marketing

PERFORMANCE

Campaigns, Testing & Intelligence

TECHNOLOGY

Development, Customization & Integration


Presenter Introduction

Search & display advertising professional Focused on performance-driven goals and CPAs Experienced in social media and content strategy Works with clients in multiple verticals: Healthcare, Higher

Education and Entertainment

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Jessica LiuEMG Digital Marketing

Manager

Proud owner of an iPhone and Droid


Agenda

Overview of Mobile Landscape

Reaching mHealth Consumers With Mobile Sites and Applications

Mobile Sites Best Practices

mHealth Advertising Opportunities

Key Takeaways / Q&A

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Mobile Landscape

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What is Mobile?7

Mobile Devices = Handheld devices, on the go and immediate

Feature Phones Smartphones High-End Devices Tablets


Over 70% of the world’s population has mobile phones.8

Sources: Pewinternet 2010, Wikipedia http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

Over 5 BillionCell Phone Subscriptions Worldwide.

82%Of American adults have a

cell phone.

6 in 10American adults go online wirelessly

with a laptop or mobile device.

http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use


U.S. smartphone users will nearly double from 2011 to 2015.

There is an exponential growth of individuals who use a smartphone at least once per month.

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Source: eMarketer, Dec. 2010

2009 2010 2011 2012 2013 2014 2015

40.4

60.2

73.3

84.493.4

101.5

109.5

Mill...

80%Of all U.S. mobile internet users are

Smartphone owners.

Note: U.S. Smartphone Users, 2009-2015


43.60%

60.40%

41.40%55.50%

56.40%

39.60%

58.60%44.50%

+16.8% +14.1%

Smartphone applications and web usage are on the rise.

Increase year over year in the percentage of smartphone users who use apps and browse the web.

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Source: comScore MobiLens, eMarketer 2010

Note: Ages 13+; 3 month average for the periods ending Aug 2009 and Aug 2010

Used Downloaded App Used Browser

2009 2010 2009 2010


Tablets are part of the growing mobile market.

2010 2011 2012

15.7 MM

43.6 MM

81.3 MM

Tablets (in millions)Exponential (Tablets (in mil-lions))

Several times a day; 56%Once a day; 31%

A few times

weekly; 11%

Less often; 2%

Tablet Sales Worldwide 2010-2012

Frequency of iPad Usage Among U.S. iPad Owners

Note: Surveyed Ages 25-59, Sep 2010

Source: eMarketer, 2010

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Online Activity: Mobile is just as prevalent as desktop.12

Source: Morgan Stanley Research, April 2010

Global Mobile vs. Desktop Internet Population, 2007-2015

Global Internet

Users(MM)


Mobile complements desktop and is always on.

Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Daily ViewDesktop Searches vs. Mobile Searches

Weekly View Desktop Searches vs. Mobile Searches

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Follow @EMGtheagency #EMGmobile Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Daily ViewDesktop Searches vs. Mobile Searches

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12pmNoon

8 pm

Follow @EMGtheagency #EMGmobile Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Weekly View Desktop Searches vs. Mobile Searches

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Mobile searches increase over the weekend while desktop searches decrease.

Mobile

Desktop


What is mHealth and how has it changed?

Source: research2guidance, Will smartphone apps become the killer application of the mHealth market? Oct. 2010

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mHealth = Mobile Health

Category Changes in mHealthRelated to the new smartphone app market model Impact

Device • Key mHealth features are built in (GPS, sensors)• High penetration expected• New opportunities through tablet devices

High

Distribution • Possibility to market direct to consumer/patient and professionals• Global reach via app stores Medium

Patient/Doctors• Increased awareness• Massive improvement of user experience from discovery to usage • Massive reduction of price level for mHealth apps and smartphones

Medium

The following table shows the changes in the market that support the growth of mHealth:


Types of Health and Wellness Information Searched for Online

Source: iCrossing: How America Searches – Health and Wellness, 2008

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8 in 10Internet Users

have looked online for health information. – Pew Internet & American Life Project, 2010


mHealth searches are growing!

One Year Mobile Health Search Growth Rate

Source: Google Internal

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Healthcare Search Growth Rate:Increase of 1,341%

Average growth rate for all categories


Mobile Means Increased Accessibility Health information is searched everywhere.

Health consumers are constantly browsing and searching for health information. Mobile searches:

– Fulfill an immediate need: action-driven– Location-focused– Done faster, use shorter keywords

Location Health Consumers

At Home 67%

At Work 41%

In the Car 34%

At the Doctor’s Office 24%

At the Drugstore 22%

Source: Google & OTX, Health Consumers Study December 2009

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Reaching mHealth Consumers With Mobile Sites and Apps

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Mobile Sites

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Should I optimize my website for mobile?

In the next 18 months, 15-30% of site traffic will come from mobile.

Example: Web analytics from EMG Client A

January

February

March

April May JuneJuly

August

Septem

ber

October

November

December

January

0

500

1000

1500

2000

2500

3000

3500Mobile Visits

Mobile Visit Growth:Increase by 446.55%

From 2010 to 2011

Mobile

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Mobile landing pages are key!

The number of mobile websites grew from 150,000 in 2008 to 3.01 million in 2010,

faster than the growth of websites viewed on desktop computers.= 2 year growth rate of 2,000%+

Source: Mobile Web Progress - dotMobi

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HTML Site on Android Optimized Mobile Landing Page


Mobile Site vs. Standard Site

Mobile Optimized Sites are:• Easier to read

- Less scrolling- No pinch and zoom

• Action-oriented

Mobile Users are:• On the go• Action-driven

Mobile phones have:• Small screen real estate • Slower connections• Less rendering capabilities (i.e., no flash, JavaScript)

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mHealth Apps Landscape

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Source: research2guidance, Global Mobile health Market Report 2010-2015, Nov 2010

“Our findings indicate that the long-expected mobile revolution in healthcare is set to happen. Both healthcare providers and consumers are embracing smartphones as

a means to improving healthcare.” – Ralf-Gordon Jahns, Head of Research at research2guidance

17,000

mHealth apps in major app stores.There are

43%

of mHealth apps are designed for healthcare professionals.


Mobile Applications

Source: Google & OTX, Health Consumers Study December 2009, Mobile Health News

20% Of consumers currently use health apps

on their mobile device.

In the last 2 years, there has been an explosion in the number of mobile consumer and patient education

healthcare applications and content.

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500 million people will be using healthcare smartphone apps by 2015.

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Source: research2guidance, Global Mobile health Market Report 2010-2015, Nov 2010

Smartphone applications will become the dominant app for mHealth solutions.


mHealth Apps Done Well29

Source: Mayo Clinic, Mayo clinic Releases Mobile Apps, March 2010

Mayo ClinicSymptom Checker App



Source: WebMD

WebMDiPhone & iPad



Source: iTriage

iTriage Mobile HealthAvailable on smartphones and tablets


Consumers vs. Physicians: Tracking Health32

Source: PWC, Health Research Institute, Healthcare Unwired Sep 2010

Weight

Vital S

igns

Calorie

s/fat

take i

n

Exerci

se/physi

cal ac

tivity

Sleep

pattern

s

Blood suga

r

Acid re

flux/indige

stion

Digestive

health

0%

10%

20%

30%

40%

50%

60%

70% Consumer

Physician

Consumers

41% prefer to have more of their care via mobile.

27% said medication reminders via text would be helpful.

40% of Consumers said they would pay for remote monitoring device with a monthly service fee.

Physicians

31% said they use or would like to use text for routine administrative communications.

57% of Physicians said they want to monitor patients outside of the hospital.


Mobile Applications vs. Mobile Optimized Sites

Mobile Sites *EMG recommends getting started with a mobile site.

Pros: Quicker implementation

– Takes less resources to develop a mobile site than a mobile app– Brands have more control over publishing and updates (no approval from manufacturer app

store)

Accessible to all – Mobile sites can work on all mobile devices that have browsers– Content from mobile web is searchable and search-friendly

Easy adoption– Easier to drive mobile web versus mobile apps from mobile advertising networks

Cons: Limited functionality

– Your mobile site is limited to simple coding with no flash and limited JavaScript– Cannot use phone hardware features such as GPS or sensors– Page load speeds

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Mobile AppsPros: Extensive user experience

– Allow brands to build a richer experience without affecting data speeds– Gives developers more control over the way text and images are displayed– Full screen experience that is consistent for all users

Takes advantage of smartphone features– Allows brands to take advantage of phone hardware features such as: GPS, sensors,

cameras and voice

Offline usage– App features can work offline when consumer is not connected to the web

Cons: Adoption and usage

– People have to download your app before using it

Development resources and updates– Apps take longer to develop than mobile sites– Publishing changes to your app will require manufacturer approval and require the user

to update their app

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Both bring something to the table. Mobile browser is similar to a desktop browser.

Research indicates that smartphone owners are equally active in using the web and apps:– 80% web browsing and 77% app usage

Source: Frank N. Magid Associates, Oct 2010 Survey

80%Web Browsing

77%App Usageversus

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Connect Your Brand to Mobile UsersBuild a Mobile Website Experience

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Design & UXDos Don’ts

Maintain simple branding and design elements Navigation must be intuitive and uncluttered

- Avoid pinch and zoom- Avoid horizontal scrolling and minimize vertical scrolling

Mobile Sites Best Practices | Dos and Don’ts37

Mobile Website Standard Website

Simple Navigation


Mobile Site vs. Desktop Site

Branding should be consistent

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ContentDos Don’ts

Use lists and rich formatting Use popular keyword suggestions Include CTAs (calls-to-action) such as “Click to Call” Give users the option to navigate back to the full site

- Avoid long form fields (name, number, email should be enough)


Include CTAs

Full site option

Lists and keywords


Mobile Site vs. Desktop Site

Keep it simple, include a call-to-action such as “Click to Call”

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CodingDos Don’ts

Optimize load times – minimalistic coding Landing page URL should be short: Under 40 characters.

(e.g., m.hospitalname.com)

- Avoid flash and JavaScripts- Avoid pop-ups- Avoid redirects

Analytics & Optimization

Do track and measure mobile site analytics! Optimization is an ongoing process, just as it is with your regular website.



Mobile Advertising Opportunities for Healthcare

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People take action after viewing ads.

95% Search for an Address

53%Visit Landing Pages

35% Opt-in for Email With More Info/Coupons

34%Get Business Info

24%Make Purchases Via Mobile

21% Increased Product Awareness

Source: Universal McCann 2009, Brightkite 2009 (US Study)

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Mobile Advertising Options

Mobile Web– Mobile web banner ads– Mobile search text ads

Text Messaging (SMS)– Short message service – exchange of short text messages (160 characters)

Multimedia Messaging (MMS)– Rich media messaging service – send and receive messages that can include graphics, photos,

audio, video and text

Mobile Video and TV– Billboard ad, bumper ad, pre-roll, mid-roll, post-roll ads

Mobile Apps– In-app display ads– Integrated ad– Branded mobile app– Sponsored mobile app

Source: MMA, Mobile Advertising Guidelines Version 5.0 http://www.mmaglobal.com/mobileadvertising.pdf

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http://www.mmaglobal.com/mobileadvertising.pdf


Mobile Web Advertising Options45

Focus on Mobile Search & Display


Mobile Search Advertising for Healthcare“The Low Hanging Fruit”

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Mobile search is growing exponentially.

Healthcare Search Growth Rate – Mobile vs. Web (1 year)

Source: Google Internal

Increase of 1,060% Mobile search growth rate

over 1 year!

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Health Mobile Search Trends (2008–2011)48

Source: Google Search Queries


Potential Growth of Mobile Click-Through

Jan 2010 - Nov 2010: Clicks from mobile devices grew 400%

At this rate …

• By the end of 2011, it will be greater than 16%.

Source: Performics 2010

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Mobile Search Ad Formats

Click-to-Call Ads:Make it easy for users to call

you with one click. Google beta participants saw a 5-30%

increase in CTRs.

Location Targeting:Provide location-specific offers, maps or directions

to users on the go.

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Site Links:Include links to other pages on your site for more options and

conversions.


Sample Click-to-Call Mobile Ad51


Benefits of Click-to-Call Ads

Click-to-Call ads create an opportunity to reach customers in the right place and in the right mindset which results in high quality leads and dramatically lowered CPAs.

It is an opportunity to capture customers who wouldn’t otherwise convert on their mobile devices.

Higher CTRs: Ads with phone numbers are seeing as much as a 30% increase in overall mobile CTRs and lower CPCs for the same position.

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Source: EMG internal data: 4 accounts Nov 2010-Mar 2011

Mobile CPCs are 35.5% lower than desktop.

Desktop Mobile

Average CPC

Desktop Mobile

Average CTR

Mobile CTRs are 29% higher than desktop.

EMG Data – Our healthcare clients see lower CPCS and higher CTRs.

Mobile

Mobile

What does this mean for your organization? Right now, competition is lower in mHealth, so CPC and CTRs are better compared to desktop.

The time to act in mobile is NOW!


Get Started in Mobile Search Today!

Take advantage of the lower CPCs and higher CTRs (time sensitive)

Start testing and build your campaign spend history– This will help with better Google Quality Score in the long run.

Create mobile campaigns separate from your desktop campaigns– Separate mobile campaigns see significantly better mobile performance than hybrid

campaigns.

Hybrid

11.5%

Mobile only

Click-through rate

Separating out mobile campaigns from desktop drives significant performance gains – from more granular control of bids, budgets, keywords and landing pages.

Hybrid

29%

Mobile only

Clicks


Example Lead Acquisition Process With Mobile Landing Page

Consumer completes the form or calls from mobile

phone.

They call from a mobile phone.

Health consumer searches for “drug rehabilitation.”

Consumer sees click-to-call ad.

Consumer dials the “call tracking” phone number.

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Key Takeaways56

Smartphone adoption is growing at an explosive rate, which contributes to the increase in mobile web usage. mHealth searches are increasing every month.

Developing a mobile compatible website is a must!

The mobile applications market is growing, and there is demand from both physicians and consumers for mHealth apps.

Increasing your brand awareness through mobile advertising early on in the mobile space will be critical to your long term success.

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Benefits of Working with an Agency

Strategic Partnership is KeySelect an agency with capabilities that can be aligned with your strategic goals. This will ensure that your overall marketing strategy is not lost in your online marketing efforts.

Improve Your Team’s Efficiency An agency partner can provide additional expertise, research and support. This allows your in-house team to focus on executing other parts of your marketing plan.

Need recommendations on how to improve your current mobile efforts?

Need a mobile site or app?

Need support for mobile advertising?

Need help integrating mobile with your overall marketing plan?

We’re here to help!

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Mobile Sites Best Practices | Dos and Don’ts

Design & UXDos Don’ts

Maintain simple branding and design elements Navigation must be intuitive and uncluttered

- Avoid pinch and zoom- Avoid horizontal scrolling and minimize vertical scrolling

ContentDos Don’ts

Use lists and rich formatting Use popular keyword suggestions Include CTAs (calls-to-action) such as “Click to Call” Give users the option to navigate back to the full site

- Avoid long form fields (name, number, email should be enough)

CodingDos Don’ts

Optimize load times – minimalistic coding Landing page URL should be short: Under 40 characters.

(e.g., m.hospitalname.com)

- Avoid flash and JavaScripts- Avoid pop-ups- Avoid redirects

Analytics & Optimization

Do track and measure mobile site analytics! Optimization is an ongoing process, just as it is with your regular website.

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Print and Keep this!


Q & A

Thank You!

Contact us today to learn how EMG can apply its expertise in mHealth to help you get started!Toll Free: (866) 62-EARTH

www.visitemg.com

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reaching health consumers with mobile sites, apps, and ads

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