Click here to load reader

Transforming HCP Clinical Content Engagement ... Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

  • View
    9

  • Download
    0

Embed Size (px)

Text of Transforming HCP Clinical Content Engagement ... Transforming HCP Clinical Content Engagement Start...

  • 1

    Transforming HCP Clinical Content Engagement

    Start Conversations

    Build Stronger Relationships

    Teach and Engage

  • 2

    Three Device Ownership Is The New Norm

    2

    SmartphoneTablet Desktop

    88% Rx’rs

    82% Non-Rx’rs

    67% Non-Rx’rs

    73% Rx’rs

    99% Rx’rs

    98% Non-Rx’rs

    60% own/use 3 devices: Tablet, Smartphone and Desktop/Laptop

    Source: Wolters Kluwer Health Content Consumption Survey, 2013 N=11,828. Statistical significance ±1.17% at 99% confidence level.

  • 33

    Print

    49%

    Reading

    • Journal articles • Books • Newsletters • Alerts/updates

    Print

    34%

    Prof Advancement

    • CME • Certifications • Job search/

    career info

    Print

    22%

    Look Up

    Print

    32%

    Managing Patients

    Print

    8%

    Networking

    • Drug info, algorithms, Dx

    • Images, Calculators • Guidelines

    • Clinical notes, lab results, EMR/EHR

    • Patient records • Patient follow-up

    • Use professional social networks

    Digital

    71% Digital

    86% Digital

    80% Digital

    77% Digital

    80%

    HCP Digital Access from Reading to Networking

    Source: Wolters Kluwer Health Content Consumption Survey, 2013 N=11,828. Statistical significance ±1.17% at 99% confidence level.

  • 4

    Indexed & Peer-Reviewed Content

    55% Growth in 10 Years

    630,000+ Articles in 2013

    1,700+ Articles per Day

    0

    100000

    200000

    300000

    400000

    500000

    600000

    700000

    20032004200520062007200820092010201120122013

    Source: Web of Science 2003-2013

  • 5

    Paradigm Shift to a Digital Journal Market

    5

    Journals - Print

    65% Conferences & Symposia

    65%

    Journals - Online/Mobile

    81%

    CME/CE Activities

    60% Discussions

    With Colleagues

    60%

    2012: 8-10 journals accessed

    2002: 3-4 journals accessed

    Source: Wolters Kluwer Health Content Consumption Survey, 2013 N=11,828. Statistical significance ±1.17% at 99% confidence level.

  • 6

    Digital Journal Access Exceeds Frequency

    Digital Journal Access:

    Search for specific article Access full text articles Browse Homepage Read Publish Ahead of Print View Video Gallery Use Alerts & eTable of Contents Browse iPad App Issue

    8xMonth

    Source: Wolters Kluwer Health Content Consumption Survey, 2013 N=11,828. Statistical significance ±1.17% at 99% confidence level.

  • 7

    Transforming Article Content with Embedded Video

    Embedded Video Content

    Enhances Content

    Increases Author

    Involvement

    Engages Readers

  • 8

    Engaging Article Content

    Increases Author

    Involvement

    Enhances Content

    Engages Readers

    Embedded Video Content

    Peer-to-peer Sharing

  • 9

    Leveraging Multi-Channel Journal Content

    Reach EngagementExposure

    APPPrint Web/eMail

  • 10

    Iterating Messaging to achieve

    Goals and Objectives

    KOL Videos Original Reprints Symposia Videos eDetails Case Studies Product Demonstrations

    Driving Customer Interaction

    Content Engagement

    Corporate/Product Website Content & Video Pages Conversion Landing Pages Social Media (Twitter/Facebook) Customer Service eMail

  • 11Source: Adobe Digital Marketing Suite powered by Omniture, 2014

    Meaningful Content Engagement Strategy

    Watch a testimonial video Read a white paper

    Watch a testimonial video

    Read a white paper

  • 12

    Content Engagement with Customer Interaction

    Embedded Video Content

    Source: Adobe Digital Marketing Suite powered by Omniture, 2013

    Website Hyperlink

    Contact Us

  • 13

    Product Demo with Customer Interaction Strategy

    Embedded Video Content

    Source: Adobe Digital Marketing Suite powered by Omniture, 2013

    Website Hyperlink

    Contact Us

  • 14

    Increase Engagement

    Data Insights: Ads with video*

    450% Increase in engagement rate

    50% Increase in time spent

  • 15

    Reprint Engagement Strategy

    Data Insights: Ads with reprints*

    100% Increase in time spent

    Source: 1,800+ Digital Ads measured with Adobe Digital Marketing Suite powered by Omniture, 2014

    180% Increase in engagement Rate

  • 16

    Maximize Your Multi-Channel Journal Strategies

    Leverage the Multi-Channel use of clinical journal content

    App | Web | Print | eMail

    Develop Interactive Content Advertising – Embed Videos, Reprints, Product

    Demonstrations – Hyperlink to Your Websites and Social Media

    Increased Engagement within a trusted clinical environment

Search related