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Greg Rice's presentation at Digital Pharma East - with notes

Klick Health's own Greg Rice gave a talk at Digital Pharma East on October 15, 2013. This is his presentation with text added where he would have been discussing the issues.

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Greg Rice's presentation at Digital Pharma East - with notes

  1. 1. DIGITAL HEALTHCARE MARKETING NEW FUNDAMENTALS Greg Rice, SVP Strategy Klick Health PROPRIETARY + CONFIDENTIAL
  2. 2. Health is now cool, technology-driven, and more measureable than ever
  3. 3. Patients and HCPs have their expectations shaped by the millions of non-healthcare experiences in their digital lives
  4. 4. Experiences that are: configurable
  5. 5. Experiences that are: immersive
  6. 6. Experiences that are: thought-provoking
  7. 7. Experiences that are: relevant
  8. 8. Experiences that are: cat-dominated
  9. 9. FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  10. 10. Personalization is key to battle the intense competition for our fragmented and limited attention EXPERIENCE vs READ PERSONALIZATION MULTISCREEN REALITY WHAT’S IN IT FOR ME BUY NOW
  11. 11. Our experience on the internet is dominated by personalization and control – we’re keyword-literate by age 8 New oral treatment for arthritis approved by FDA
  12. 12. PERSONALIZATION OPPORTUNITIES We have many sources of personalization data PERSONALIZATION DIGITAL MEDIA SITE EXPERIENCE CRM PROFILING DIGITAL BODY LANGUAGE & RETARGETING
  13. 13. Humira Banners, everydayhealth.com (June 2013)
  14. 14. Ads are targeted and retargeted, and every view and click is another hint about what is important to that individual Humira Banners, everydayhealth.com (June 2013)
  15. 15. 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
  16. 16. Our knowledge of the visitor can drive the website messaging too, we can be more relevant and customized ONFI.COM
  17. 17. CRM REGISTRATION And when we make the right offer, with the right value exchange, the audience will tell us more PROPRIETARY + CONFIDENTIAL
  18. 18. This accumulation of data based on activities is called “digital body language” PROPRIETARY + CONFIDENTIAL
  19. 19. DIGITAL BODY LANGUAGE & RE-TARGETING Digital Media Site Experience Known Digital Media Inferred Digital Body Language Data Cookie Unknown Direct We can monitor known users to build predictive models and apply those models against the unknown users who visit
  20. 20. The modern web is now rich enough to allow users to experience our material, rather than just read it PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  21. 21. 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
  22. 22. Even traditional news sources are merging media and you find CNN writing longer pieces, the WSJ posting video, and NYT embarking on pure multimedia
  23. 23. Text, video, print, infographics, and animations – they are all present on modern news sites
  24. 24. Snowfall is the critically-acclaimed multimedia experience of victims and rescuers of an avalanche in the New York Times
  25. 25. CLINICAL DATA EXPERIENCE CURRENT DATA PRESENTATION
  26. 26. CLINICAL DATA EXPERIENCE CURRENT DATA PRESENTATION Typical data presentation in many websites is the paper detail aid moved online
  27. 27. CLINICAL DATA EXPERIENCE SHARE NOW LISTEN
  28. 28. CLINICAL DATA EXPERIENCE Reimagine the data as a more immersive experience with services that the HCP values SHARE NOW LISTEN
  29. 29. Data presentation works from the physician to the patient as well with education tools PROPRIETARY + CONFIDENTIAL
  30. 30. Interaction is valuable here to ensure the patient retains the knowledge
  31. 31. Integrate direct email to ensure the message survives the 15-minute exam room discussion
  32. 32. Mobile isn’t just a smartphone while in line at Starbucks PERSONALIZATION EXPERIENCE vs READ WIFM? MULTISCREEN REALITY BUY NOW
  33. 33. THE NEW NORM. THREE-DEVICE OWNERSHIP. TECHNOLOGY OWNED OR USED BY PHYSICIANS FOR PROFESSIONAL PURPOSES: 100% DESKTOP / LAPTOP 75% SMARTPHONE / PDA TABLET 50% N/A N/A 25% eREADER N/A 2009 2010 2011 2012 2013 Manhattan Research, Taking the Pulse: 2009-13
  34. 34. OPTIMIZING SITES FOR MOBILE DEVICES IS CRITICAL 62 % OF PHYSICIANS ARE LIKELY TO ABANDON THE MOBILE WEBSITE IF IT’S NOT OPTIMIZED FOR A SMARTPHONE 41 REPORT THEY ARE LED TO MOBILEOPTIMIZED SITES ONLY OCCASIONALLY Google Manhattan Research Physician Channel Study 2012 %
  35. 35. RESPONSIVE DESIGN IS AN OPTION klick.com
  36. 36. RESPONSIVE DESIGN IS AN OPTION Responsive Design is great for single-sourcing information, but Mobile Optimized provides more control. Keep an open mind. klick.com
  37. 37. BE OBSESSIVE ABOUT CONTEXT OF USE
  38. 38. Google: The New Multiscreen World: Aug 2012
  39. 39. Value exchange: What’s In It For Me? PERSONALIZATION EXPERIENCE vs READ BUY NOW MULTISCREEN REALITY WIFM?
  40. 40. Register Here For Our Patient Support Program
  41. 41. What’s in it for me? Register Here For Our Patient Support Program
  42. 42. What’s in it for me?
  43. 43. so we can SPAM you when it is convenient for us
  44. 44. so we can SPAM you when it is convenient for us
  45. 45. FITBIT.COM
  46. 46. Concise, clear, direct. It is clear why the consumer should get started with FitBit and why they should click that next arrow FITBIT.COM
  47. 47. MYRAFITKIT.COM
  48. 48. Acknowledge user’s need MYRAFITKIT.COM
  49. 49. Acknowledge user’s need Give the value exchange MYRAFITKIT.COM
  50. 50. Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest MYRAFITKIT.COM
  51. 51. Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest Make the call to action clear MYRAFITKIT.COM
  52. 52. Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest Make the call to action clear Provide alternate channels MYRAFITKIT.COM
  53. 53. Acknowledge user’s need Give the value exchange Provide social proof and a sense of normalization in a group in a format that is easy to digest Make the call to action clear Provide alternate channels Enhance trust by partnering and making ownership clear MYRAFITKIT.COM
  54. 54. We are trying to change behavior, often with deeply ingrained habits, if only it were as easy as Buy Now… PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  55. 55. More like: “Change your life and struggle with difficult problems now…”
  56. 56. You are here NEEDS OF ePATIENT / eHCP BUSINESS NEEDS
  57. 57. MYMULTIPLEMYELOMA.COM
  58. 58. FACTORMATTERS.COM
  59. 59. FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS PERSONALIZATION EXPERIENCE vs READ MULTISCREEN REALITY WIFM? BUY NOW
  60. 60. DON’T TRY TO TAKE IT ALL ON AT ONCE!
  61. 61. 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
  62. 62. DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I. This chart will show how the “area under the curve” is maximized by using smaller, quicker change cycles
  63. 63. DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  64. 64. DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  65. 65. DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  66. 66. DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.
  67. 67. DIGITAL HEALTHCARE MARKETING NEW FUNDAMENTALS CONTACT // Greg Rice, SVP Strategy Klick Health grice@klick.com

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