2012 Digital Trends For Healthcare Marketing
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The document discusses transformative trends in health and wellness marketing driven by digital advancements, including the rise of mobile health technologies, personalized digital searches, and the incorporation of gaming in health engagement. It highlights the importance of mobile accessibility, integration of health apps, and the shift in marketing strategies among pharma and biotech companies towards more interactive and personalized tools. Key changes anticipated include the emergence of personal clouds, NFC technology for easy interactions, and advancements in internet TV and connected devices in healthcare.
2012 Digital Trends For Healthcare Marketing
- 1. DIGITAL TRENDS Changing the frontlines of health and wellness marketing in 2012
- 2. TRENDS WE’RE WATCHING First movers in Change we see Big shifts health care underway ahead How pharma, What we’re What’s changing biotech, and watching for 2012 marketing right now wellness leaders and beyond are responding Jump to page 56 for the big new stuff
- 3. BIG SHIFTS UNDERWAY What’s changing marketing right now
- 4. BIG SHIFTS UNDERWAY The digital practice Personal search Mobile health Long form on the screen Gaming is fun again
- 5. BIG SHIFTS UNDERWAY The digital practice Technology is fundamentally changing how health care professionals interact with each other and their patients. Let’s take a peek inside ….
- 6. BIG SHIFTS UNDERWAY Personal search The explosion of channels and proliferation of media have left us hyper connected and information overwhelmed. Today’s searchers don’t want more opinions; they want a clear path to the most relevant, credible ones. Who do they trust? Google? Prolia
- 7. OR THE FILTER OF THE NETWORK THEY’VE BUILT ACROSS SOCIAL MEDIA? Prolia Searching not only the entire web, but the preferences of people like me
- 8. THE LINES BETWEEN SOCIAL, SEARCH, AND MEDIA ARE GETTING BLURRY All content can enable Social interactions All content and encourage with content feeds search social interactions improve search (which will, in turn, improve search)
- 9. THEN: ALGORITHMS DELIVERED CONSISTENT SEARCH RESULTS
- 10. NOW: SOCIAL CUSTOMIZES SEARCH RESULTS JUST FOR YOU
- 11. BIG SHIFTS UNDERWAY Mobile health Remote patient-monitoring devices have the fastest-growing yearly revenue of any medical device sector. From 2008 to 2010, the growth rate was an impressive 23%, and revenue is expected to double in the next four years. It is unusual to see more than 20% growth in the tight, volume-buy medical device market, but the new wireless patient-monitoring systems are surpassing that because they appeal both to the need of payers to cut hospital stays and to the need of providers to deal with reduced staff. Kalorama Information, “Remote and Wireless Patient Monitoring Markets,” 2011
- 12. WHY? IT WORKS … In a randomized controlled study, Kaiser Permanent researchers Partners Healthcare’s Center for found that home-based monitoring Connected Health found that tools helped control hypertension. Vitality’s GlowCaps service raised 20% more patients lowered their medication adherence rates 27% blood pressure to healthy levels for hypertensive patients. within six months. 71% 98% 38% 58%
- 13. IT’S NOT JUST HEALTH CARE, MHEALTH IS SELF-CARE 9,000 consumer health apps currently in the iTunes store +4,000 expected by next summer These apps offer a mind-boggling array of health support, like: • Calculating calories burned during exercise • Creating soundtracks to help people fall asleep • Displaying pictures that can elicit memories from Alzheimer’s patients • Quantifying pain over time
- 14. REGULATORS ARE STARTING TO WATCH APP “EFFICACY” Said two app makers falsely claimed that their FTC apps would eradicate blemishes (with light). DermApps and Acne Pwner will have to return the $14,294 and $1,700, respectively, that people paid for the apps. This summer, the FDA issued draft guidelines FDA for mobile medical devices. They’re focused on tools that act like devices – not health and wellness apps or even true medical apps
- 15. BIG SHIFTS UNDERWAY Long form on the screen This is the first year we’ve really gone long form on the little screen. People are devouring content and calling into question everything we think we know about how to write and create for digital mediums.
- 16. THE iPAD AND KINDLE CHANGED HOW PEOPLE USE SCREENS Amazon sells 105 eBooks for every 100 print-and-paper books - Amazon, July 2011
- 17. PUBLISHERS HAVE STARTED TO CRACK THE CODE TOO These three leaders have created new best practices on how to publish to the screen.
- 18. HOW WILL IT CHANGE BRAND MARKETING? FROM: BULLET POINTS TO: SOLID NARRATIVES FROM: 30-SECOND CLIPS TO: BRAND JOURNALISM FROM: CREATING TO: CURATING
- 19. BIG SHIFTS UNDERWAY Gaming is fun again Gaming is a big part of American life. How could translating that interface to medicine promote healthier choices and longer lives?
- 20. MOST OF THE WAYS WE INTERACT WITH HEALTH CARE ARE UNINSPIRING The interface of health care is broken We’re not engaging people • We give them 7 minutes in the exam room. • Confront them with complicated, paper-based adherence tools. • Set a lot of requirements but give few rewards.
- 21. GAMING IS THE NEW AMERICAN PASTIME Of gamers are women. Is the average age of In fact, a greater number of women than 40% 34 gamers (they’ve been playing for ~12 years). YEARS boys under age 17 play. of Americans over of heads of households the age of 50 play video games. 26% 42% play games on a wireless device. ESA, 2009/2010
- 22. GAMING IS MORE THAN WORLD OF WARCRAFT Relative Industry EA Games Valuation: $5–7 Billion Global Sales Comparison (Sims, Madden, Rock Band) • Game: $70 Billion • Music: $40 Billion • Movie: $30 Billion Zynga Valuation: $7–10 Billion (Social Games/Farmville) 67% of US households play video games Groupon Valuation: $23–25 Billion (game mechanics-driven daily deals)
- 23. GAMES LEAD TO HEALTHIER BEHAVIOR AND OUTCOMES “The beauty of a game is that it gives you a goal.” People will work longer and harder if you give them a goal. - Debra Lieberman of the Institute for Social, Behavioral and Economic Research (ISBER) at the University of California, Santa Barbara
- 24. IN ONE STUDY, RESEARCHERS FOUND THAT GAMES MAKE PEOPLE “BETTER PATIENTS” More More engaged in 16% improvement knowledgeable their treatment in adherence about care plan Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial, 2008
- 25. THE EVIDENCE HAS CONVINCED HEALTH AND WELLNESS LEADERS • Humana has now dedicated part of its innovation department to Payers are leading gaming. the way • Along with CIGNA and Aetna, it’s been an early mover and getting challenge and educational games in the hands of members. $50 million • That’s how much venture capital has been poured into health games in the last five years. investment • Major CPG companies are building their offers with wellness gaming. CPG is joining in • Johnson & Johnson, Unilever, Kraft, Nike, Apple, Disney, and others are developing new products related to health gaming. TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009
- 26. FIRST MOVERS IN HEALTH CARE How pharma, biotech, and wellness leaders are responding
- 27. FIRST MOVERS IN HEALTH CARE Better tools for reps Truly mobile sites Value around the pill Warm leads from the marketing suite New metrics and ROI models
- 28. FIRST MOVERS IN HEALTH CARE Better tools for reps The iPad has had amazing uptake by pharma and biotech. It’s becoming the center of a new kind of sales toolkit – one that’s more about showing than telling.
- 29. THE iPAD HAS BEEN ADOPTED BY TEAMS AROUND THE WORLD First Word, 2011
- 30. TO CREATE EXPERIENCES THAT ARE REMEMBERED IN THE PRACTICE 1:2 (U.S.) physicians say they have received a detail on an iPad or similar tablet. Brands whose tablet details they remember most: Manhattan Research, 2011
- 31. ON TABLETS, THE DETAIL CAN BE PART OF AN INTEGRATED TOOL KIT MORE MORE EFFICIENT EFFECTIVE CRM Formulary THE DETAILING SUITE Productivity In person Leave behind Remote / virtual Sampling App tools Self-guided Community Resources
- 32. NEW POSSIBILITIES We can create experiences we could have never created before.
- 33. 1 CUSTOM, NOT CANNED The iPad can support scenario selling - Allowing your reps to customize the detail to the practice. Use what you know Ask what you don’t To create experiences that are custom fit
- 34. 2 TOOLS, NOT TALK Physicians want to use your brand (not just hear about it). • What can your brand create that makes running the practice easier. • Or conversations with patients more powerful? • Demonstrate it in the detail and leave it behind with a short URL.
- 35. 3 BE LOGICAL, NOT LINEAR Conversations never follow the path you sketched out on a white board. • Hot spots and callouts let reps drill down into the data or ideas the physician is most interested in. • Multiple paths create a sense of discovery. • All while keeping the detail in the 2-minute window.
- 36. 4 SHOP, DON’T DROP Short are the days of Trunk Stock. Today’s docs want a more personal, flexible leave behind. • We have content physicians want: tools that support their patients. • How can we merchandise that in a way that lets docs choose? • And deliver it to them any way they want.
- 37. 5 STORY BUILDING, NOT STORYTELLING The iPad can create a virtual lab, an interactive OR, or any other space you might want to collaborate in We can build scenarios together. • That reflect the practice’s real patients. • And demonstrate the impact of a therapeutic.
- 38. FIRST MOVERS IN HEALTH CARE Truly mobile sites By 2015, more people will access the web from mobile devices than from computers. Over half of physicians are already accessing the mobile web more than 5x/day in their practice. BUT: Only 4% of pharma websites are mobile friendly. Morgan Stanley, 2010 Manhattan Research, 2011 The Lathe, 2011
- 39. FIRST MOVERS KNOW: It’s not just about the experience. Desktop websites are not designed for small screens. Some say that mobile could become a mandate. • Logo • Branding • Claim • Indication • ISI
- 40. BEST PRACTICE: MERCK’S JANUMET • Great, touch-friendly design with big buttons, clear graphics • Safety information snippets at top of page. • Phone numbers are active – just tap to start a call
- 41. BEST PRACTICE: SANOFI-AVENTIS’ LANTUS • One of the first mobile sites and still one of our favorites • Dashboard-style navigation • App-like navigation
- 42. BEST PRACTICE: NOVO NORDISK’S VICTOZA • Strong branding • HCP focus • Easy scroll text pages
- 43. FIRST MOVERS IN HEALTH CARE Value around the pill Relationships aren’t built on price and product - they’re built on unique value. We create product + programs designed to build more lasting relationships with brand stakeholders and deliver lasting sales (not just trial and new acquisitions).
- 44. TOOLS THAT EMPOWER PATIENTS Sanofi-Aventis created GoMeals to support people managing their diabetes. The clever app has calculators and tools that make mealtime decisions easier. ~3,000 people per month visit the GoMeals site. The app itself has 264 reviews across two app stores with an average rating of 3.5 – 4 stars.
- 45. TOOLS THAT POWER BETTER CONVERSATIONS King Pharmaceuticals’ PainBalance site brings together an incredible collection of tools – from clinical aids to surveys, educational content, REMS, and more. The site’s visual aids are the most impressive components – they’re exam room ready and in formats for nearly every device. The site has earned a lot of time and attention – rating as many as 15,000 visitors in a month and 4-6 minutes of time per visit.
- 46. AND TOOLS THAT POWER LASTING COMMITMENTS 50% of people who should get colonoscopy screenings choose not to. The reasons are familiar: it’s scary, the prep is awful. Salix decided to create a tool that answered all their real questions – in the voice of someone like me. • Up to 50,000 visitors/month • Used on provider sites • 30,000 requests for printed copies • 200 hospital requests • 2,000 HCP requests
- 47. FIRST MOVERS IN HEALTH CARE Warm leads from the marketing suite Marketing strategies and tools have usually been designed to support or augment the sales force. But, some pharma companies are rethinking that: they’re using marketing to create warmer handoffs and make personal connections.
- 48. PFIZER CREATED A TRULY HUMAN-CONNECTED PROGRAM Pfizer took the lead on creating an esampling program that supported – instead of competed with – the sales force. Reps have 48 hours to choose to respond to esample requests in person. If they don’t, the esample is automatically shipped to the OB, and that office can be added to a “no see” marketing list. All esample requests are automatically referred to the relevant sales rep (based on zip code or practice address).
- 49. FIRST MOVERS IN HEALTH CARE New metrics and ROI models One of the critical success factors to creating sustainable investments in new mediums is getting the right metrics in place: How will we ultimately judge ROI, and what performance indicators are essential to watch along the way?
- 50. NEW METRIC #1: SUSTAINED BEHAVIOR CHANGE Pharma is supporting real change. • It’s not about taking one drug or asking one question. “There's a huge disconnect between • It’s about making better choices, one our long-term by one, every day. aspirations and moment-to-moment choices.” Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health
- 51. NEW METRIC #2: RETURN ON REPUTATION “Ads can’t change people’s minds, only actions can.” • Invest in places they can make a difference. • And let people tell each other what kind of company Pfizer really is. Sally Susman, SVP and chief communications officer for Pfizer
- 52. NEW METRIC #3: SERVICE RATINGS GSK took a big step toward building lasting relationships with health care providers and regaining the public’s trust. • In an effort to sync its actions with its values. • GSK moved revolutionized its sales incentive model. • And, quickly won the #1 preferred sales force of PCPs.
- 53. CHANGES WE SEE AHEAD What we’re watching for 2012 and beyond
- 54. CHANGES WE SEE AHEAD Personal clouds NFC Gated social communities Internet TV (finally) Connected cars and houses
- 55. CHANGES WE SEE AHEAD Personal clouds This is not the post-PC era. The PC will be alive and well, but the personal cloud will replace the PC as the location where users access their content. We’re already seeing people interact with cloud services like Amazon Music, Netflix, Google Docs and Apple’s iCloud.
- 56. THE ERA OF SCREENS, PART 1 FROM: SYNCHRONIZE ALL YOUR TO: SAVE ONCE, SEE ANYWHERE DEVICES By 2015, the biggest difference we’re going to see between a connected TV, AIO PC and tablet may be the screen size.
- 57. CONSUMERS CAN USE SHARED SERVERS OR AT-HOME HARDWARE TO CREATE THEIR OWN CLOUD In this age of personal curation, the things we save and create can be accessed on any device we touch. DIY Cloud
- 58. CHANGES WE SEE AHEAD NFC NFC facilitates spontaneous, impulse-driven interactions due to the simplicity of its use. Simply tap an NFC touch point with your phone, and initiate some kind of relationship with a company.
- 59. THE NEXT EVOLUTION OF ENGAGEMENT ISN’T TYPING OR EVEN SCANNING, IT’S TAPPING This is the kind of “ah ha” ease of use that inspires rapid adoption and bridges the technology divide.
- 60. THAT IS, AS SOON AS THE HARDWARE CATCHES UP… Today, most of the new Android smartphones have NFC. But Apple and RIM have been slower to adopt. See the full list: http://bit.ly/nfclist
- 61. WE’RE ALREADY SEEING TEST CAMPAIGNS
- 62. WHAT ELSE COULD MARKETERS DO? Prompt immediate joining or opt-ins: Initiate a phone call, text, or email:
- 63. CHANGES WE SEE AHEAD Gated social communities Sites like MySpace and Facebook are designed to attract a broad base of users. Newer breeds, like Small World and the forthcoming Diamond Lounge, are building business plans based on exclusivity and the age-old custom of keeping out the riffraff.
- 64. OMG, MY MOM JOINED FACEBOOK Our human need to share things with our friends and fellow travelers is balanced by a need for intimacy with “people like me.”
- 65. THE FIRST BIG MOVER IN GATED COMMUNITIES IS ACTUALLY A MACRO COMMUNITY
- 66. WHAT’S NEXT: MICRO HEALTH SUPPORT NETWORKS Ad hoc groups of 10-15 that include your actual care team
- 67. CHANGES WE SEE AHEAD Internet TV (finally) We’ve been talking about Internet TV since at least 2003. The tipping point seems to finally be here. And the difference is bandwidth. The devices that are popping up to take advantage of the new combination of connectivity and content range from newbies like Roku to gaming platforms like Playstation and old hands at TV like Sony.
- 68. THE ERA OF SCREENS, PART 2 Internet TV makes programming more vast and more personal. Now living room content can come from anywhere – not just a cable provider.
- 69. WIFI IS BUILT IN SO THAT YOU CAN SEARCH WHILE YOU WATCH Instantly asking questions to Dr. Google, WebMD, or YouTube – right from your remote
- 70. CHANGES WE SEE AHEAD Connected cars and houses The industry has not made real connectedness happen as quickly as it should have, in large part because of fragmentation. Today, there are few ways to establish peer-to-peer connections between devices in the home. But this fall, the industry finally started coming together to establish those standards. The new age of connectivity will be powered by your handheld device – increasingly acting as a remote control to your home, car, and world.
- 71. FORD AND TOYOTA ARE CREATING IN-CAR HEALTH MANAGEMENT SYSTEMS THAT MONITOR REAL- TIME BIOMETRICS ECG (electrocardiogram) tracking through the steering wheel Bluetooth integration of Medtronic’s continuous glucose monitor Reminders and touchscreen control of WellDoc’s disease management support Real-time allergy indexes from SDI Health
- 72. TODAY, THE MEDCOTTAGE IS BRINGING TECHNOLOGY-POWERED CAREGIVING TO THE BACKYARD
Editor's Notes
- #25: Research is beginning to show that thegames are far more than just entertainmentand truly can lead to healthier behavior andbetter health. Take the example of Re-Mission.A recent article in the journal Pediatrics1 reportedon a randomized clinical trial of thegame, involving 375 male and female patientsat 34 medical centers in the United States,Australia, and Canada during 2004–2005. Thestudy showed that patients who played thegame actually became more engaged in theircare and, in effect, turned into better patients.The authors, Pamela M. Kato and colleagues,concluded that patients who played the game“significantly improved treatment adherenceand indicators of cancer-related self-efficacyand knowledge,” compared to patients whodid not play. “The findings support current effortsto develop effective video-game interventionsfor education and training in healthcare,” the authors wrote.1
- #61: Google Nexus S, Galaxy S II, Nokia N9, BlackBerry Bold 9900
- #62: Google Hotpot – the new Google Maps features which make it easier for you and your friends to discover and share places – hasn’t been Google’s most exciting offering, but they’re going to be using it to start promoting widespread use of Near Fields Communications technology in America. Trials in Portland, Oregon will begin soon with businesses placing “Recommended on Google” stickers on their doors and windows. Users with NFC-equipped devices – Nexus S owners only, for now – will be able to pull that particular business’s information in by placing their phone near the sticker and will allow you to read more about the place, read and write reviews, and more.The poster campaign features an exclusive movie trailer and a link to the X-Men film’s Facebook ‘like it’ which is accessed by tapping an NFC-enabled smart phone on poster sites around London. Each site has a pre-programmed NFC chip affixed to the rear of the poster.
- #63: Increase your Facebook Likes by creating your own Facebook Like Campaign. Customers simply tap your poster or sticker and press the ‘Like’ button directly on their phone. This automatically creates a ‘Like’ on your chosen Facebook page so it’s simple and instant.Create a completely customised campaign with bespoke design/artwork and different tag functions such as dial a number, send an SMS and Mail to. With NFC tags, the possibilities are endless so with our custom campaign service, we can accommodate any requirements you may have. Whether you’re a taxi company that wants to allow customers to tap a poster that auto dials your office or are you a promoter that wants to allow people to enter by a simple tap and text service we can make it happen.
- #64: The Wall Street Journal wrote aboutModelsHotel.com earlier this month. The name says it all; you have to be invited by others to join and the company rejects about half of all applicants based on appearance.Last week, I spoke to a similarly inclined entrepreneur, AryaMarafie, managing director of the London-based startup, Diamond Lounge. Mr. Marafie said his site would be even more exclusive than the four-year-old, 270,000-member, A Small World, which the Times wrote about earlier this month. A Small World has lost its intimate feel, Mr. Marafie charged. “If you look at other sites trying to be exclusive, they let every single person in and over the long term that’s a disaster. We’d rather have 100 members than 5000 of the wrong kinds of people.”Diamond Lounge is in beta testing now and will launch more broadly in October, aimed at celebrities and the affluent. An independent committee that approves members has accepted only 5 percent of about 5000 applicants, Mr. Marafie said. The company will ultimately charge members around $60 a month (can’t they afford more?) and forgo advertising.
- #67: Over 1.6 million visits to date with site traffic increasing an average of 27% per month for the past 5 months On average, visitors spend 5 minutes on the site Length of engagement of web site members is nearly 25 minutes
- #73: it’s a tangible microcosm of many of the discreet tools hitting the market. The idea is twofold – keep patients close to their families (instead of in nursing homes) and make caregiving easier for families. The granny pod’s real name is the MEDCottage, and it’s basically a mini mobile home that rents for about $2,000 a month. You park one in the backyard, hook it up to your water and electricity, and it becomes a free-standing spare room for your loved one who needs extra care.The inside of the cottage looks a lot like a nice hotel suite. But, people don’t choose it for the sweet homey interior. It’s the technology that’s game changing. A floor-mounted camera monitors only about 12 inches off the floor, or high enough to see a person’s feet — but if that person fell, you’d see them lying on the floor. A lift can carry an immobile resident to the bathroom, monitoring systems let you check on the resident’s temperature, heart rate and whether she’s taken her medicine. It’s all remote. The resident feels independent; the caregiver feels connected.