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Sam Walmsley - Mobile Consultant Multi-screen healthcare Wednesday, 26 September 12

DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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Presentation from DigiPharm 2012 from Sam Walmsley at Bluelight

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Page 1: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Sam Walmsley - Mobile Consultant

Multi-screen healthcare

Wednesday, 26 September 12

Page 2: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 3: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 4: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 5: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 6: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 7: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 8: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

HCPs in Europe

Multiscreen Health

Wednesday, 26 September 12

Page 9: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

The multiscreen doctor

Ref: Manhattan Research, Taking the Pulse Europe 2011

Wednesday, 26 September 12

Page 10: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 11: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 12: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 13: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 14: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 15: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 16: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

More screens, more access

Ref: Taking the Pulse 2012 (US)

Wednesday, 26 September 12

Page 17: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

More screens, more access

Doctors with 3 screens

Ref: Taking the Pulse 2012 (US)

Wednesday, 26 September 12

Page 18: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

More screens, more access

Doctors with 3 screens

Spend more time online

Ref: Taking the Pulse 2012 (US)

Wednesday, 26 September 12

Page 19: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 20: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Resources

Consumers

Wednesday, 26 September 12

Page 21: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

EU Smartphone data

Ref: Taking the Pulse 2011 (EU)

www.ourmobileplanet.com

Wednesday, 26 September 12

Page 22: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Pharma is NOT Multi-screen

Pharma

Wednesday, 26 September 12

Page 23: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 24: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 25: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 26: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 27: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 28: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 29: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 30: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 31: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 32: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 33: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 34: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 35: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 36: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 37: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

The focus on apps not multi-device or screens

Apps as a mobile strategy

Wednesday, 26 September 12

Page 38: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 39: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 40: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 41: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 42: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 43: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 44: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 45: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 46: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Apps are challengingAre health

apps medical devices?

Marketing plan

Are they cost effective?

Right audience and

handsetContent plan

Wednesday, 26 September 12

Page 47: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 48: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

& questions to ask

Where to start

Wednesday, 26 September 12

Page 49: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 50: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 51: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 52: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Responsive web

Wednesday, 26 September 12

Page 53: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 54: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Earth Hour

Wednesday, 26 September 12

Page 55: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

illy

Wednesday, 26 September 12

Page 56: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Boston Globe

Wednesday, 26 September 12

Page 57: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

http://us.onsior.com/

Onsior NAH

Wednesday, 26 September 12

Page 58: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

4. Promotion

Huge topic

Wednesday, 26 September 12

Page 59: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 60: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Future gazing

Whats next.....

Wednesday, 26 September 12

Page 61: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Multiscreen Ownership

Wednesday, 26 September 12

Page 62: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

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

Page 63: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Final Thoughts

Wednesday, 26 September 12

Page 64: DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Sam Walmsley - Mobile Consultant

How to contact me

[email protected]

+447961

755889

Twitter/Slideshare: @sammielw

orLinkedIn

Wednesday, 26 September 12