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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 andDesktop/Laptop
Source: Wolters Kluwer Health Content Consumption Survey, 2013 N=11,828. Statistical significance ±1.17% at 99% confidence level.
33
49%
Reading
• Journal articles• Books• Newsletters• Alerts/updates
34%
Prof Advancement
• CME• Certifications• Job search/
career info
22%
Look Up
32%
Managing Patients
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/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.
6
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.
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 VideosOriginal ReprintsSymposia VideoseDetailsCase StudiesProduct Demonstrations
Driving Customer Interaction
Content Engagement
Corporate/Product WebsiteContent & Video PagesConversion Landing PagesSocial Media (Twitter/Facebook)
Customer Service eMail
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
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