Transcript
Page 1: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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Transforming HCP Clinical Content Engagement

Start Conversations

Build Stronger Relationships

Teach and Engage

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

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Three Device Ownership Is The New Norm

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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 andDesktop/Laptop

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

Page 3: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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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.

Page 4: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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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

Page 5: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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Paradigm Shift to a Digital Journal Market

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Journals -Print

65%

Conferences& Symposia

65%

Journals -Online/Mobile

81%

CME/CEActivities

60%

Discussions With Colleagues

60%

2012: 8-10 journals accessed

2002: 3-4 journalsaccessed

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

Page 6: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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Digital Journal Access Exceeds Frequency

Digital Journal Access:

Search for specific articleAccess full text articlesBrowse HomepageRead Publish Ahead of PrintView Video GalleryUse 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.

Page 7: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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Transforming Article Content with Embedded Video

Embedded Video Content

Enhances Content

Increases Author

Involvement

Engages Readers

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Engaging Article Content

Increases Author

Involvement

Enhances Content

Engages Readers

Embedded Video Content

Peer-to-peer Sharing

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Leveraging Multi-Channel Journal Content

Reach EngagementExposure

APPPrint Web/eMail

Page 10: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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Iterating Messaging to achieve

Goals and Objectives

KOL VideosOriginal ReprintsSymposia VideoseDetailsCase StudiesProduct Demonstrations

Driving Customer Interaction

Content Engagement

Corporate/Product WebsiteContent & Video PagesConversion Landing PagesSocial Media (Twitter/Facebook)

Customer Service eMail

Page 11: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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

Meaningful Content Engagement Strategy

Watch a testimonial videoRead a white paper

Watch a testimonial video

Read a white paper

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Content Engagement with Customer Interaction

Embedded Video Content

Source: Adobe Digital Marketing Suite powered by Omniture, 2013

Website Hyperlink

Contact Us

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Product Demo with Customer Interaction Strategy

Embedded Video Content

Source: Adobe Digital Marketing Suite powered by Omniture, 2013

Website Hyperlink

Contact Us

Page 14: Transforming HCP Clinical Content Engagement...Transforming HCP Clinical Content Engagement Start Conversations Build Stronger Relationships Teach and Engage . 2 Three Device Ownership

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Increase Engagement

Data Insights: Ads with video*

450% Increase in engagement rate

50% Increase in time spent

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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

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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


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