This document summarizes the key findings of a 2013 executive landscape study conducted by the Digital Health Coalition (DHC) regarding digital marketing strategies in the healthcare industry. The study involved an online survey of 60 member organizations across pharmaceutical, medical device, and healthcare agencies. The summary highlights that respondents believe the industry is behind competitors in areas like social media, mobile, and online video. It also identifies paid search, search optimization, and mobile content as top ROI drivers. Overall video is seen as an important strategy, but regulatory concerns pose a hurdle to greater adoption. The document provides insights on video platform use and metrics for judging online video success.

1. DHC/Google 2013
Executive Landscape Study
Presented by:
Ryan Olohan (National Industry Director, Healthcare – Google)
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2. Digital Health Coalition 2013 Executive Landscape Study
The Voice of the DHC Membership
q Feedback gathered in
September/October 2013
q Online survey sent to invited
members/organizations
q Responses from a total of 60
members/organizations
q Survey topics included digital,
online video, mobile, and change
management/innovation
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3. Digital Health Coalition 2013 Executive Landscape Study
Invitations Went to Members at the Following Organizations
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WebMD
JUICE Pharma
Google
Chandler Chicco
Physicians Interactive
Greater Than One
Klick
Digital Insights Group
CMPI
Arnold Friede & Associates
MDM
PPC
CHC
SPM
pathForward
Roche
Lilly
Sanofi
AZ
GSK
Roche Diagnostics
JNJ
Galderma
GE
Inventiv
Velocidi
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Doximity
E-Healthcare
M3
Twitter
Manhattan Research
Roska
CMI Media
QualityHealth
Havas
Digitas
InTouch
Siren
Digitas
GA Communications
Heartbeat
QuantiaMD
HealthDay
MePlusYou
comScore
SAS
ListenLogic
The Futures Company
Palio
Semantelli
IO Media
Pfizer
PAAB
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Lundbeck
Novo
Novartis
Daichi-Sankyo
Takeda (Millenium)
Hologic
Boston Scientific
Abbott
Genentech
Gilead
Shire
Biogen
Eisai
Bayer
Amgen
CSL Behring
BI
Optimer
Astellas
MedImmune
Siemens
UCB
SocialQI
Evolution Road
Virsci
WEGO
Hale Advisors
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4. Digital Health Coalition 2013 Executive Landscape Study
Respondent Profile
8%
Average of 5.9 years in current position
…average of 3.4 years in current position (pharma/device)
5%
Type of Company
Pharmaceutical
Device
43%
20%
Agency
Consulting/Advisory
Technology
15%
Other
8%
Among “Industry” respondents…
51% “Industry”
31% working on several brands
56% working in central digital group
13% in regulatory/legal
81% Primary Focus is US
19% Global
36% work in “top 10” pharma
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5. Discussion Roadmap
ü Marketing Budget Allocation Plans
ü ROI Key Drivers
ü Opportunities for Improvement
ü Video
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6. Physician Budget Allocation Plans Next 12 Months
Decrease
Product Sites (Brand.com) for Health Professionals
Stay the Same
Display Advertising for Health Professionals
Increase
Mobile Video Advertising for Health Professionals
Don't Know
Online Video Advertising for Health Professionals
Mobile Display for Health Professionals
Email Marketing for Health Professionals
Professional Video for Branded Products
Social Media for Health Professionals
Professional Video for Education and Outreach
Paid Search for Health Professionals
Search Optimization for Professional Content
Mobile Apps for Health Profesisonals
Mobile Content for Smartphones
Mobile Content for Tablets
0%
50%
100%
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7. Consumer Budget Allocation Plans Next 12 Months
Decrease
Product Sites (Brand.com) for Consumers
Mobile Video Advertising for Consumers
Stay the Same
Display Advertising for Consumers
Increase
Emailing Marketing for Consumers
Don't Know
Disease or Unbranded Sites for Consumers
Mobile Display for Consumers
Mobile Apps for Consumers
Online Communities for Consumers with Conditions
Mobile Content for Tablets
Online Video Advertising for Consumers
Consumer Video for Branded Products
Paid Search for Consumers
Search Optimization for Consumers
Social Media for Consumers
Consumer Video for Education and Outreach
Mobile Content for Smartphones
0%
50%
100%
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8. 2013 % of Total US Digital Ad Spending Share by Industry
25%
22%
20%
15%
10%
12%
12%
11%
10%
5%
8%
8%
8%
3%
0%
Source: eMarketer: The US Healthcare & Pharmaceutical Industry 2013 (October 2013)
Note: Numbers may not add up to 100% due to rounding
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9. ROI Key Drivers
Physicians:
Paid Search
Search Optimization
Mobile Content for Tablets
Consumers:
Paid Search
Search Optimization
Mobile Content for Smartphones
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10. Expected ROI by Activity for Physicians
Paid Search for Professionals
Highest
Search Optimization for Professional Content
Mobile Content for Tablets for Professionals
Email Marketing for Professionals
Mobile Content for Smartphones for Professionals
Professional Video for Branded Products
Professional Video for Education and Outreach
Product Sites (Brand.com) for Professionals
Mobile Apps for Professionals
Display Advertising for Professionals
Mobile Display for Professionals
Online Video Advertising for Professionals
Mobile Video Advertising for Professionals
Social Media for Health Professionals
Lowest
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11. Expected ROI by Activity for Consumers
Paid Search for Consumers
Search Optimization for Consumers
Highest
Mobile Content for Smartphones
Product Sites (Brand.com) for Consumers
Disease or Unbranded Sites for Consumers
Mobile Content for Tablets for Consumers
Consumer Video for Education and Outreach
Email Marketing for Consumers
Online Communities for Consumers with Conditions
Social Media for Consumers
Display Advertising for Consumers
Consumer Video for Branded Products
Mobile Apps for Consumers
Online Video Advertising for Consumers
Mobile Display Advertising for Consumers
Mobile Video Advertising for Consumers
Lowest
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12. Room for Improvement
Respondents
believe the industry
is behind in:
70% digital overall
93% social media
82% mobile media
57% online video
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13. Digital Overall
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
46%
24%
24%
7%
0%
We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very
Far Behind
Behind
Average"
Ahead
Far Ahead
Survey Question: With respect to the use of digital overall, how would you describe the
pharmaceutical and device industry compared with other industries…
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14. Social Media
70%
64%
60%
50%
40%
30%
29%
20%
10%
6%
2%
0%
0%
We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very
Far Behind
Behind
Average"
Ahead
Far Ahead
Survey Question: With respect to the use of social media, how would you describe the
pharmaceutical and device industry compared with other industries…
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15. Mobile Media
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
46%
36%
15%
4%
0%
We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very
Far Behind
Behind
Average"
Ahead
Far Ahead
Survey Question: With respect to the use of mobile media, how would you describe the
pharmaceutical and device industry compared with other industries…
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16. Online Video
40%
35%
35%
30%
31%
26%
25%
20%
15%
10%
7%
5%
2%
0%
We Are Very We Are Slightly We Are "Just We Are Slightly We Are Very
Far Behind
Behind
Average"
Ahead
Far Ahead
Survey Question: With respect to the use of online video, how would you describe the
pharmaceutical and device industry compared with other industries…
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17. Online Video
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18. Online Video Insights
71% online video is
important to advertising
and marketing goals
84% online video provides
better targeting compared to
TV
58% online video is more
effective compared to TV
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19. Online Video is Important for Marketing Strategy
71% Say Important
33%
35%
30%
25%
18%
20%
13%
15%
8%
10%
5%
5%
0%
15%
5%
3%
3%
0%
Not at all
Important
2
3
4
5
6
7
8
9
Very
Important
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20. Online Video Provides Better Targeting Compared to TV
84% Agree
35%
30%
30%
23%
25%
20%
13%
15%
8%
10%
0%
Strongly
Disagree
0%
2
10%
5%
3%
5%
0%
10%
3
0%
4
5
6
7
8
9
Strongly
Agree
Don't
Know
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21. Online Video is More Effective Compared to TV
58% Say More Effective
60%
49%
50%
40%
30%
21%
21%
20%
9%
10%
0%
0%
Much Less Effective
Somewhat Less
Effective
As Effective
Somewhat More
Effective
Much More Effective
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22. Utilization by Video Platform
QuantiaMD
Use for HCP
Use for Consumers
Sermo
Use for Both
Do Not Use
Hulu
Medscape
Vimeo
EverydayHealth
WebMD
YouTube
0%
20%
40%
60%
80%
100%
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23. How Are You Using WebMD?
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24. How Are You Using YouTube?
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25. Growth Predicted for Online Video
From 7% of Digital in 2013
To 9% of Digital in 2014
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26. Hurdles to Increased Use of Online Video Adoption
60%
Regulatory concerns
54%
Measuring the effectiveness and ROI of online video
Dealing with ISI in online videos and online video advertising
51%
Creating compelling content that resonates with key audiences
51%
Integrating the data/analytics from online video into existing decision
support and ROI platforms
49%
43%
Legal concerns
37%
Lack of budget earmarked for online video
34%
The need to educate staff about the effective use of online video
31%
Lack of strategy specific to online video
0%
20%
40%
60%
80%
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27. Metrics to Judge Success of Online Video Strategies
Time spent watching video
71%
Visits to the brand site
71%
66%
Click through rate
63%
Video completion rate
54%
Ability to reach target audience
46%
Social engagement (sharing/likes)
34%
Brand awareness or recall
29%
Mouse over rate
0%
20%
40%
60%
80%
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28. Thank You!
For more information please visit the DHC online at…
www.digitalhealthcoalition.org
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