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