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Presentation from DigiPharm 2012 from Sam Walmsley at Bluelight
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Sam Walmsley - Mobile Consultant
Multi-screen healthcare
Wednesday, 26 September 12
Hello DigiPharm I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support and mobile web delivery
Wednesday, 26 September 12
Hello DigiPharm I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support and mobile web delivery
Wednesday, 26 September 12
Hello DigiPharm I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support and mobile web delivery
Wednesday, 26 September 12
Hello DigiPharm I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support and mobile web delivery
@sammielw
Wednesday, 26 September 12
1. Multiscreen Health2. The mobile pharmaceutical company 3. Apps as a mobile strategy4. Where to start & questions to ask5. Whats next
24
Agenda
Wednesday, 26 September 12
What do you expect as a customer?
I want what I want, when I want it, where I want it
I want content independent of location, platform, time or nature of request
I want no restrictions, and I want it portable
I want a seamless multichannel experiences
Adapted'by'Paul'Dixey'
Wednesday, 26 September 12
HCPs in Europe
Multiscreen Health
Wednesday, 26 September 12
The multiscreen doctor
Ref: Manhattan Research, Taking the Pulse Europe 2011
Wednesday, 26 September 12
Mobile content
Search
News
Scientific articles
Watch videos
Social Networks
0 15 30 45 60 75 90
28
56
70
71
84
14
19
51
53
71SmartphonesTablets
Ref: Manhattan Research, Taking the Pulse Europe 2011
Wednesday, 26 September 12
How doctors use smartphones
Ref: Taking the Pulse 2011 (EU)
75% check email70% send email
74% search internet
sms
74% text59% browse web
30% instant message
52% download apps
52% multimediamessaging
21% watch online videos
14% social networking
sites
Wednesday, 26 September 12
iPad engagement
Ref: BMJ Aug 2012 analytic data
0
0.5
1
1.5
2
2.5
3
Apple iPad
Apple iPhone
Sony Ericsson Xperia
Samsung G
alaxy SII
Apple iPod Touch
Samsung G
alaxy Note
Samsung G
alaxy Nexus
RIM Blackberry Bold Touch
Samsung G
alaxy S
No. pages visitAv. visit duration
Wednesday, 26 September 12
Apple devices & medical content
Ref: Taking the Pulse 2011 (EU)
0%0%0%1%2%2%3%
38%53%
Apple iPadApple iPhoneSony Ericsson XperiaSamsung GalaxyApple iPod TouchSamsung Galaxy NoteSamsung Galaxy NexusRIM Blackberry Bold TouchSamsung Galaxy S
Wednesday, 26 September 12
European handsets
4%2%
7%
8%
8%
12%
12%
45%
Apple iPhoneAndroid GoogleNokia SamsungWindow MobileBlackberryPalmOther
Ref: Taking the Pulse 2011 Europe
Wednesday, 26 September 12
Variations by country
Ref: Elsevier EPS 2012 n=1093
66% 21% 48%
74% 14% 66%
64% 17% 28%
60% 22% 40%
Daily use of devices for professional
purposes
Wednesday, 26 September 12
More screens, more access
Ref: Taking the Pulse 2012 (US)
Wednesday, 26 September 12
More screens, more access
Doctors with 3 screens
Ref: Taking the Pulse 2012 (US)
Wednesday, 26 September 12
More screens, more access
Doctors with 3 screens
Spend more time online
Ref: Taking the Pulse 2012 (US)
Wednesday, 26 September 12
More screens, more access
Doctors with 3 screens
Spend more time online
Go online more often
Ref: Taking the Pulse 2012 (US)
Wednesday, 26 September 12
Resources
Consumers
Wednesday, 26 September 12
EU Smartphone data
Ref: Taking the Pulse 2011 (EU)
www.ourmobileplanet.com
Wednesday, 26 September 12
Pharma is NOT Multi-screen
Pharma
Wednesday, 26 September 12
Mobile Pharma
4 out of 20 pharmaceutical corporate websites have a mobile presence
Ref: Bluelight research based on top 20 pharma companies
based on revenue (.com)
Wednesday, 26 September 12
Brand.com sites
Ref: Bluelight research, based on 2011 brand prescription
sales by volume
out of top 20 pharmaceutical prescription brand websites have a
mobile presence
of traffic searching for the brand is from a mobile
device
YET
Wednesday, 26 September 12
Brand.com sites
Ref: Bluelight research, based on 2011 brand prescription
sales by volume
0 out of top 20 pharmaceutical prescription brand websites have a
mobile presence
of traffic searching for the brand is from a mobile
device
YET
Wednesday, 26 September 12
Brand.com sites
Ref: Bluelight research, based on 2011 brand prescription
sales by volume
0 out of top 20 pharmaceutical prescription brand websites have a
mobile presence
20%of traffic searching for the brand is from a mobile
device
YET
Wednesday, 26 September 12
Oncology
Ref: Bluelight research, based on 2011 brand prescription
sales in oncologyRef: Oncology Skyscape 2011
82%of oncologists consult their mobile device 4 or more times a day
How many oncology mobile brand sites?
Wednesday, 26 September 12
Oncology
Ref: Bluelight research, based on 2011 brand prescription
sales in oncologyRef: Oncology Skyscape 2011
82%of oncologists consult their mobile device 4 or more times a day
1How many oncology mobile brand sites?
Wednesday, 26 September 12
Oncology
Ref: Bluelight research, based on 2011 brand prescription
sales in oncologyRef: Oncology Skyscape 2011
82%of oncologists consult their mobile device 4 or more times a day
1How many oncology mobile brand sites?
Wednesday, 26 September 12
Top 100 advertiser sites
Non-optimised
sites
Optimised sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
vs
Wednesday, 26 September 12
Top 100 advertiser sites
63%
Non-optimised
sites
Optimised sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
vs
Wednesday, 26 September 12
Top 100 advertiser sites
63% 37%
Non-optimised
sites
Optimised sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
vs
Wednesday, 26 September 12
Does it matter?
Ref: Manha*an Research – Google Physician Channel Adop:on Study (US) 2012
out of HCPs are likely to abandon the mobile website if its not optimised for a
smartphone
report that they are led to mobile optimised sites only occasionally
Wednesday, 26 September 12
Does it matter?
Ref: Manha*an Research – Google Physician Channel Adop:on Study (US) 2012
62%out of HCPs are likely to abandon the mobile website if its not optimised for a
smartphone
report that they are led to mobile optimised sites only occasionally
Wednesday, 26 September 12
Does it matter?
Ref: Manha*an Research – Google Physician Channel Adop:on Study (US) 2012
62%
41%
out of HCPs are likely to abandon the mobile website if its not optimised for a
smartphone
report that they are led to mobile optimised sites only occasionally
Wednesday, 26 September 12
Does it matter?
Ref: Manha*an Research – Google Physician Channel Adop:on Study (US) 2012
62%
41%
out of HCPs are likely to abandon the mobile website if its not optimised for a
smartphone
report that they are led to mobile optimised sites only occasionally
On average a mobile friendly content increases time spent on site and third more visitors
Wednesday, 26 September 12
The focus on apps not multi-device or screens
Apps as a mobile strategy
Wednesday, 26 September 12
Health Apps
Ref: Pew Internet & American Life Project 2012, D4 2011
of Americans have downloaded a health
app
of iPhone apps created by pharma
of HCPs have downloaded app
Wednesday, 26 September 12
Health Apps
Ref: Pew Internet & American Life Project 2012, D4 2011
of Americans have downloaded a health
app
of iPhone apps created by pharma
of HCPs have downloaded app
100’s
Wednesday, 26 September 12
Health Apps
Ref: Pew Internet & American Life Project 2012, D4 2011
of Americans have downloaded a health
app
of iPhone apps created by pharma
of HCPs have downloaded app
100’s
10%
Wednesday, 26 September 12
Health Apps
Ref: Pew Internet & American Life Project 2012, D4 2011
of Americans have downloaded a health
app
of iPhone apps created by pharma
of HCPs have downloaded app
100’s
10%
30%
Wednesday, 26 September 12
Health Apps
Ref: Localis:cs, Pinch Media, Deloi*e
are still in use after 1 month
of iPhone apps are only used once
of branded apps reach 1,000 downloads
Wednesday, 26 September 12
Health Apps
Ref: Localis:cs, Pinch Media, Deloi*e
are still in use after 1 month
of iPhone apps are only used once
of branded apps reach 1,000 downloads
30%
Wednesday, 26 September 12
Health Apps
Ref: Localis:cs, Pinch Media, Deloi*e
are still in use after 1 month
of iPhone apps are only used once
of branded apps reach 1,000 downloads
30%
<5%
Wednesday, 26 September 12
Health Apps
Ref: Localis:cs, Pinch Media, Deloi*e
are still in use after 1 month
of iPhone apps are only used once
of branded apps reach 1,000 downloads
30%
<5%
20%
Wednesday, 26 September 12
Apps are challengingAre health
apps medical devices?
Marketing plan
Are they cost effective?
Right audience and
handsetContent plan
Wednesday, 26 September 12
Apps are challengingAre health
apps medical devices?
Marketing plan
Are they cost effective?
Right audience and
handset
Building a iPhone app isn’t a mobile strategy
Content plan
Wednesday, 26 September 12
& questions to ask
Where to start
Wednesday, 26 September 12
1.Research
• % of audience accessing your site from different devices
• How does your audience behave on your site from mobile device?
Mobile searchHow does your site render on mobile devices
Audience Insights
GoogleSEO
Google Analytics
Testing & W3C
Wednesday, 26 September 12
2. Mobile searchBack to basics SEO ensure technical, speeds and tagging of web content.
Both desktop & mobile search benefit speed, relevance and simplicity
Wednesday, 26 September 12
3. Developing mobile content How should you
develop your mobile site?
Same content / offer in mobile & desktop
Most of your users have smartphones/
tablets
Can you easily redesign / adapt your
site?
RESPONSIVE WEB DESIGN
DYNAMIC SERVING WITH
USER DETECTION
SEPARATE URL VERSIONS
NOYES
NOYES
YES NO
1 URL for mobile & desktopCAN YOU
IMPLEMENT IT?
Adapted from: Solis' BrightonSEO Wednesday, 26 September 12
Responsive web
Wednesday, 26 September 12
Smart PhonesTabletsNetbooksDesktops
Responsive Web Design
Website iPad/Tablet Apps Mobile Site/Mobile Apps
1680 x 1050
1024 x 768 768 x 1024480 x320
320 x480
Covers all devices
Wednesday, 26 September 12
Earth Hour
Wednesday, 26 September 12
illy
Wednesday, 26 September 12
Boston Globe
Wednesday, 26 September 12
http://us.onsior.com/
Onsior NAH
Wednesday, 26 September 12
4. Promotion
Huge topic
Wednesday, 26 September 12
Mobile Traffic & SEM
The mobile site receives 38% of
traffic
The PPC : Desktop search provides
click through rate (CTR) of 9%, with
cost per click (CPC) £0.28.
However mobile PPC provides higher
CTR of 11% and significantly lower
CPC at only 11p
Mobile Site:
www.m.emergencycontraception.ie
Desktop Site:
www.emergencycontraception.ie
Wednesday, 26 September 12
Future gazing
Whats next.....
Wednesday, 26 September 12
Multiscreen Ownership
Wednesday, 26 September 12
HTML5 FT.com
http://www.smartinsights.com/mobile-marketing/mobile-design/
mobile-apps-native-not-always-best-html-web-apps-may-rule-in-the-
future/
Mobile apps: native not always best, HTML web apps may rule in the future?
FT.com have created a successful HTML5 app
Wednesday, 26 September 12
Final Thoughts
Wednesday, 26 September 12
Sam Walmsley - Mobile Consultant
How to contact me
+447961
755889
Twitter/Slideshare: @sammielw
orLinkedIn
Wednesday, 26 September 12