InsIghts: A WhIte PAPer rePort

Best Practices in Digital Journal App Advertising—

Think Digitally’’

executive summaryThe transition of medical and

healthcare professional journals to mobile devices—dominated by the

Apple iPad®—is now well underway. Brand managers, creative directors, professional

recruiters, and others marketing to healthcare audiences are learning to maximize the return on their

digital advertising investment. Journal apps provide new opportunities for transforming engagement with physicians

and healthcare decision-makers. Wolters Kluwer Health | Lippincott Williams & Wilkins (LWW) has made an aggressive entry into this market, emerging as the leader in native journal apps among healthcare publishers.

In this relatively brief but intense period, LWW has gained useful insights for marketers thinking about their advertising strategy and going digital. This white paper

pinpoints some major advantages of journal app advertising—focusing on the ability to leverage new technological capabilities and higher-value content into more frequent and longer-lasting interactions with healthcare professionals.

The white paper introduces high-value concepts for healthcare marketers and recruiters starting to “think digitally,” emphasizing the benefits of embedding supplemental content such as videos, demonstrations, and article “ePrints.” Tools and tips for building engagement through practical graphic design and intuitive functional elements are presented. Marketers and recruiters are encouraged to integrate forward- thinking creative ideas with interactive multimedia content in order to create the greatest value with their digital advertising strategy.

In this White Paper, you will:

• Learnhowdigitaljournalsareleveraginginteractivelearningtoenhance reader experience and usage.• Discoversomeoftheuniqueadvantagesofjournalappadvertising.• Explorewaysofmaximizingtheimpactofhigh-valuemultimediacontent.• Viewpracticaltipsandbestcaseexamplesofjournalin-appadsthatwork.

TheDigitalTransformation-NowPlayingonanAppNearYou p. 2

Benefits for Readers, Authors, and Marketers p. 3

Leveraging Content for Better Advertising p. 5 ePrints p. 6

Career,Education,andEvents p. 6

In-App Advertising—Best Practices p. 7

table of Contents

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“It’s through collaboration and strategic problem solving that we can develop the future of engaging marketing and educational programs.”

expanded Digital Content.

LWW’sjournalappplatform—builtwithAdobeDigital Publishing Suite—provides an enhanced reading experience. It allows easy browsing and in-depth reading, with search and save capabilities, article sharing, and useful linking features for related content and website integration.

Digitalpublishinghasenhancedwhateditorscandowith video and images. At LWW, our editors are delivering video issue overviews and discussions while authors are submitting “interactive abstracts.” Such innovative features have the potential to elevate the learning value of medical journals from pure research to research, perspective, and demonstration.

Metrics support the growing impact of our journal apps. In 2012, users downloaded more than 500,000 LWW journal app issues, and made 1.1 million visits to app issues—and these figures were already exceeded within the first six months of 2013. Across all formats, journal engagement has increased 68 percent compared to print alone.2

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21 As of September, 2013.

2 AdobeDigitalMarketingSuitepoweredbyOmniture,2013and KantarMediaMedical/SurgicalReadershipData,December2012.

the Digital Journal transformation— now Playing on an App near You.

With everybody talking about “disruptive change,” it’s difficult to think of a more disruptive innovation in publishing than Apple’s iPad tablet computer. In professional as well as consumer markets, increasing numbers of publications are launching dedicated apps. Where readers go, publishers and marketers follow.

In just two years, LWW has launched apps for more than 150 journals for healthcare professionals—more than three times as many as our closest competitors.1 First to market in many specialties, we’ve launched app editions of some of the world’s leading society journals, with great support and uptake from our society partners and membership.

“As a publisher, our goal is to deliver content when and how our readers want to access the information, so staying ahead of changes in reader habits is important,” says Jayne Marks, VicePresidentPublishingWoltersKluwerHealth-Medical Research. “The portability and accessibility of the digital journal is creating exciting new ways to engage editors, authors, readers, and marketers.”

“At the end of the day, we are only scratching the surface,” addsFabienSavenay,VicePresidentofAdvertisingSales.

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3 LWWMarketResearchSummaryReport:2013JournaliPadAppAggregatedUserEvaluations,February2013.4 AdobeDigitalMarketingSuitepoweredbyOmniture,2012.

5 Manhattan Research, Taking the Pulse® U.S. 2013.6Sources&Interactions:2013PhysicianAssistant/NursePractitionerEdition.

7 LWWNursingStudy,2013.

Healthcare professionals regard journals as their top source of information for staying on top

of the latest developments. According to the Manhattan Research Taking the Pulse® U.S. 2013

survey, physicians spend 7.6 hours per day seeing patients and 1.7 hours accessing digital resources

for professional purposes. Half of physicians say they visit digital journal content between patient

visits. In a survey of more than 13,500 healthcare professionals, two-thirds of respondents said they

expect apps to become their primary source of journal reading.3

Ourresearchindicatesthatreadersspendanaverageofmorethansixto20secondsinteracting

with ads in a typical journal app issue.4 For advertisements with video, interaction times are even

longer. In a busy day of seeing patients, that can be just enough time to learn about a new drug or

product for treating patients.

“Digitaloffersmarketersexcitingnewwaystodelivertheirbrandmessagewhiletrackingreader

engagementthatwasneverpossibleinprint,”commentsChantalKolber,DirectorofDigital

Advertising Strategy, Wolters Kluwer Health - Medical Research. “When you consider the benefits

of multimedia learning, it is a much more compelling way to communicate product benefits.”

55% of Physicians own an iPad 5

48% of Physician Assistants own an iPad 6

54% of nurse Practitioners own an iPad 6

48% of nurses own and iPad 7

Benefits for readers, Authors, and Marketers.

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Learning to ‘think Digitally’.

In this rapidly emerging area, all of us—publishers, editors, and marketers alike—are all still learning to “think digitally.” Through experience, we’ve picked up a few lessons about how to take best advantage of the multimedia possibilities of in-app advertising.

At first, many marketers were simply repurposing their print ads for the app—adding simple hyperlinks, enabled email addresses, and perhaps a video embedded in a word or visual within the ad. And it’s true that those features create opportunities for interaction.

But we think a better approach is to create your digital ad first—integrating all of your high-value multimedia content, links, and direct response tools to communicate with your audience. Youcanthencreateadedicatedprintadtoreinforceyourbrand, as a component of the overall campaign.

Digitaladvertising“absolutely”callsforadifferentcreativeandmessagingapproach,accordingtoJoeGraiff,DirectorofTechnologyatFlashpointMedicaLLC.“Youhavetokeepinmind that digital ads are no longer static and passive experiences. With digital ads, we now have an opportunity to completely engage the user.”

Digital ads can be crafted in ways that help you to:

“I take an experiential approach to pretty much every digital piece. Youneedtoanswerthequestion, How do we get the user to engage and participate in the experience?”

— Joe graiff,Director of Technology, Flashpoint Medica LLC

Starta Conversation

DemonstrateYour Expertise

Building aRelationship

1 2 3

start a Conversation

Create an engaging message and capture attention, with graphics and multimedia.

Starta Conversation

DemonstrateYour Expertise

Building aRelationship

1 2 3teach and engage Definetheproblemand solution, give evidence,

provide valuable information.

Starta Conversation

DemonstrateYour Expertise

Building aRelationship

1 2 3

Build arelationship

Create engagement and interaction with your product, and collect reliable

metrics to analyze that interaction.

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Leveraging content for better advertising.

Within the learning environment of specialty journals, multimedia interactive advertising lets you do more, say more, and educate more. This section presents a few real-life examples illustrating how digital content can:

• Reinforce your overall campaign and brand identity.

• Present readers with your useful and informative multimedia content.

• Generate interaction and engagement.

• Provide a way for readers to take immediate action or respond.

Embedded Video. Videoisauniquelyvaluabletooltopromoteeducational andotherinformation.Videogivesyouafewextraseconds of interaction time—take advantage by providing readers with important, high-value content.

In the Pajunk® SonoPlex example, the video is embedded directly in the ad. The uncluttered design clearly invites the reader to press play. In this case, using video to set the image in motion demonstrates a unique product benefit—the high ultrasound reflectivity of a nerve block cannula. It’s a striking illustration that simply isn’t possible with print.

In the example from Stryker®, readers have the option to select a testimonial video in which a leading surgeon gives his take on the product benefits. The video testimonial is paired with an embedded white paper, providing evidence of product advantages. This strategy combines the viewpoint of a key opinion leader with hard data geared to the unique technical capabilities of product surgical tool.

Other effective uses of embedded video include:

• Mechanism of action video - Schematic animation illustrating the novel mechanism of action of a new pharmaceutical product.

• KOL presentations - Recorded seminars or symposium presentations by an opinion leader.

• Product or treatment demonstration - Patient testimonials, before-and-after, or product demonstration videos.

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Links to More Information. Just below the embedded video player, provide links for further information, including clear directions to “Click the links below.” The links can point to prescribing information, clinical trial data, or important safety information. Any type of informational handout that could go in a rep’s briefcase can be delivered by a clickable link.

ePrints. Embeddedlinkstoelectronicarticlereprintsofpivotal clinical trials from peer-reviewed journals are a particularly educational asset. ePrints substantiate product claims by linking readers directly to the original, supporting clinical evidence. They help drive readers to published and cited content relevant to your product—without leaving the journal app.

Clear Calls to Action. OurPajunkexampleprovidesseveralclearoptionstoprompt further action by physicians. Readers are provided with a direct e-mail link and phone contact with a product rep, along with a free sample offer.

Leverage the timeliness of journal app ads, by inviting readers to visit the manufacturer’s booth at a major conference that is ongoing at the time the ad appears. This type of engagement provides opportunities for action, delivering leads, and generating face-to-face interaction.

Cross-Media Integration—Print and Digital. Capitalize on your campaign’s strong visual appeal by carrying it through every aspect of the journal-reading experience. Print is still an important avenue for reaching readers, and every LWW journal ad purchase includes both print and app space. Capitalize on that opportunity by carrying a consistent design and theme across your printandappads.Yourdedicatedprintadreinforces the messaging and value of your in-app ad and multimedia content.

Cover Bands. An in-app cover band ad greets all readers, providing striking visual imagery and reinforcing awareness of your campaign and branding. This is followed immediately by a full-screen ad with all your multimedia content for a one-two punch. Similar display ads in print make a memorable impression and reinforcing opportunities for in-depth information.

Career, Education, and Events. Journal recruitment and educational program advertising captures the interest of specialists in their work zone. Include an embedded video showcasing the recruiting medical center. Links allow readers to directly apply on your career website, or

register for your program or event. A LinkedIn button lets potential applicants access your company profile, the latest job postings, and more.

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Sharing Icons for Easy Response.

Similarly, there are conventional icons for links to email, such as an envelope. By now we all recognize the familiar logos for social media platforms—especially Facebook, Twitter, and LinkedIn.

In-App App Advertising—Best Practices.

Thinking digitally also means paying attention to the details that go into a well-constructed interactive digital ad. With thousands of LWW app issues successfully delivered, we’ve built a solid track record with app journal advertising.

In this section we offer a few “best practices” to help maximize the engagement potential of app advertising. These features meet the goal of providing relevant information and features that are inviting to use and frustration-free.

Make Interactive Assets Look Interactive. Interactive assets should look like what they are. If it looks like a button or arrow, there’s a good chance readers will tap it—at least more reliably than they will click on a text hyperlink.

But text still plays an important role in explaining what your interactive assets do. Pairing your “play” button with text promotes interaction—inviting readers to “Learn More” or“VisitUs.”

Common Standards for Buttons and Links.

Conventions for buttons have emerged that make it obvious what will happen if you tap. The illustrations show examples of buttons for audio, video, web links, and scrolling that most users will intuitively understand. Use arrows selectively—they’re best reserved for scrolling and other interactive directions, or to play videos.

Audio

Video

Web Links

Scroll

Don’t Use QR Codes

No QR Codes.

We recommend that you not use QR codes in your app advertising—your reader would have to get out a Smartphone to scan the code on a tablet! Use web link buttons instead—they’re much easier and more intuitive.

Bleeds and Navigation.

Maintain some space between your ad and the top app navigation bar and the bottom “scrubber” bar of the app— at least 50 pixels. To avoid frustrating mistakes, keep buttons for interactive content near the middle of the ad, rather than near the navigation controls.

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Three years after the first iPad was sold, the digital transformation is upon us. This white paper serves as a snapshot of the potential advantage of digital for healthcare advertisers. While the formats are changing, busy clinicians still rely on journals as their most important source of professional information.

Journal apps provide healthcare professionals with better access to the journals they value, encouraging them to visit more frequently and spend more time per visit. As a leading, global publisher, LWW is committed to continually innovating the journal to be more accessible, appealing, effective, and indispensible to readers.

By sharing our experience, we hope to ignite your own ‘thinking digitally’ about reader engagement and interaction and how design concepts, tools, and app ads can extend and add value to your brand—while providing invaluable metrics to show you how your investment is paying off. We encourage all who market to healthcare professionals to bring their best creative ideas and learn how LWW app advertising help them to reach, engage, and access their target audience.

Bring Your Best Ideas!

“The best approach is to work with our trained group of solution specialists to develop a marketing program tailored for your products and your objectives,” says Fabien Savenay.

Representatives are available for appointments to demonstrate our capabilities and brainstorm about your digital advertising plan.

Contact us today by visiting the LWW Advertising Center at http://www.lww.com/advertising, or email us at marketingsolutions@wolterskluwer.com.