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
