OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010

1www.otoihealth.com One to One Interactive, 2010. All rights reserved.

Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites

April 8, 2010

One to One Interactive, 2010. All rights reserved.


Please Tweet About This Webinar!

@OnetoOneHealth@OTOinsights

#neuromarketing#allergymarketing#ePharma#ehealth



Agenda


Presenting Today

Seth Levine, Vice President/Director – One to One Health@silevine

Dan Berlin, Sr. Researcher – OTOinsights, a One to One Interactive company@banderlin

Jeremi Karnell, Co-founder & President – One to One Interactive@jkarnell



One to One Health is a specialized practice group within One to One Interactive dedicated to delivering innovative, transformational healthcare and life sciences marketing strategies, programs and creative. Building on a broad base of category experience (including pharmaceuticals, devices, health information and healthcare delivery) combined with deep interactive channel, digital media, CRM, and social media marketing experience, we help clients chart the right path for them in what we call the “Digital Health Information Ecosystem™.”

RadiologyCritical CareHIVTransplantEndocrinology

Sampling of Therapy and Focus Areas:

RespiratoryDigestivePainDiabetesMen’s Health

Psychiatric/Mood DisordersNeurological/CNSSTDsCardiovascularWoman’s Health

DiagnosticsHealthcare DeliveryHealth InformationHealth Field Sales SupportPharmacy

Sampling of Clients:

Offering Solutions for:

HospitalsHealth NetworksDevice/DiagnosticsHealth InformationPharmacy RetailWidgets/Mobile

Pharmaceuticals/BiotechDTC – Branded, UnbrandedProfessional/HCP

Lead Generation/eCRM/emailMedia – Display, Search, SocialResearch Organizations & Foundations

7

About One to One Health

www.otoihealth.com


OTOinsights | Amplifying Engagement

Brand Planning Information Design Neuromarketing Research

User Experience Research

• Eye-Tracking• Emotional Response• Neurological

Engagement

• Usability Testing• Focus Groups• In-Depth/Paired

Interviews• Online Surveys• Expert Evaluations• Accessibility Audits• Ethnographics

• Socially Informed/ Multi-Channel Personas• Engagement Mapping• Cultural Anthropology• Trend Spotting

• User Needs Analysis• Information Architecture• User Scenarios• Behavioral Use Cases• Feature Matrix• Wireframes• Site Maps• Prototype Development



Purpose of this Webinar

Provide you with the fundamentals of neuromarketing

Explain what “engagement” is and it’s relevance to the performance of digital media

Discuss how marketers can use neuromarketing studies to remove cognitive bias inherent in traditional testing

Discuss how neuromarketing studies can be used to effectively evaluate creative performance before it’s in-market

Share the results of a first-of-its kind neuromarketing study done in the pharmaceutical space







17www.otoihealth.com One to One Interactive, 2010. All rights reserved.fMR

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19www.otoihealth.com One to One Interactive, 2010. All rights reserved.EEG


21www.otoihealth.com One to One Interactive, 2010. All rights reserved.Bio

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back







Quantemo Engagement Index (QEI) combines data from traditional user research, information processing models, and socio-cultural models to correlate people’s felt experience of their emotions when interacting with media stimuli with their behavioral/physiological responses.

Quantemo™ Engagement Index (QEI)

Σ = Quantemo Behavioral Index + Quantemo Neurological Index + Emotional Tagging + Likert Rating




Overview of StudyIn this study, we compared participants’ levels of engagement with 8 static web pages from branded allergy medication web sites – both OTC and prescription brands

• Static web pages displayed in a random order• After all stimuli were shown, participants fill out emotional and rating surveys• Qualitative interview conducted• Participants were male and female, ages 25-55, current allergy suffers


OVERALL ENGAGEMENT


Overall Engagement

Zyrtec

Claritin

Benedryl

Astepro

Xyzal

Astelin

Veramyst

Nasonex

-0.50

0.00

0.50

1.00

1.50

2.00

2.50

3.00

2.49

2.14

1.22

0.400.21

-0.05 -0.07-0.18

Quantemo Engagement Index

Site

QEI

• Multiple Calls to Action and navigations • Pleasing colors• OTC Status• Outdoor activity

• Page is mostly ISI• Single, lengthy

navigation• Single type of Call to

Action


The Elements of Engagement

Zyrtec Xyzal Nasonex Astepro Benedryl Claritin Astelin Veramyst0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40 1.33 1.33

1.12

0.730.67

0.59

0.230.15

Quantemo Neurological Index

Site

QN

I

Actionable insights gained by triangulating on the consumer experience

Xyzal had high neurological engagement, but low overall engagement


Insight: The Elements of High & Low Engagement

High Engagement

OTC status People + Product Images ISI Toward Bottom Less Text Social Content Prominent Indication Prominent Messaging Areas Simple Navigation Choices

Low Engagement

– Rx status– Product Images Only– ISI Centrally Located– More Text– Patient Stories– Indication Not Prominent– Compact Messaging Areas– Complex Navigation Choices



Over the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement

Zyrtec Claritin Benedryl Astepro Xyzal Astelin Veramyst Nasonex-0.50

0.00

0.50

1.00

1.50

2.00

2.50

3.00

2.49

2.14

1.22

0.400.21

-0.05 -0.07-0.18

Quantemo Engagement Index

Site

QEI


Claritin and ZyrtecOver the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement• Claritin and Zyrtec had almost no associated negative emotions


Insight: The Elements of High & Low EngagementConsumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product


0.20

0.40

0.60

0.80

1.00

1.20

1.40 1.33 1.33

1.12

0.730.67

0.59

0.230.15


Site

QN

I


Astelin and Veramyst

Consumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product

Fold

Fold



A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement

FoldFold



A prominent, text-heavy ISI section can be detrimental to consumer engagement

FoldFold


0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30sST Excitement LT Excitement Engagement

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Xyzal Neuro Traces over Time

Neurological Trace and Seconds

Perc

ent


A prominent, lengthy ISI treatment can be detrimental to consumer engagement

• For Xyzal, neurological excitement increases while users focus on Features and ISI• Time is split in the last 15 seconds between the bottom Feature and the ISI

16-30 seconds


0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30sST Excitement LT Excitement Engagement

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Nasonex Neuro Traces over Time

Neurological Trace and Seconds

Perc

ent


• For Nasonex, neurological excitement decreases while users focus on the navigation and ISI• Time is split in the last 15 seconds between the bottom Feature and the ISI

16-30 seconds

A prominent, lengthy ISI treatment can be detrimental to consumer engagement


Insight Review: The Elements of High & Low Engagement

Over the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement and Zyrtec’s high long-term excitement• Claritin and Zyrtec had almost no associated negative emotions

Consumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product

A prominent, text-heavy ISI section can be detrimental to consumer engagement


FEMALE VS. MALE ENGAGEMENT


Female vs. Male Engagement

Xyzal had high neurological engagement, but low overall engagement


0.20

0.40

0.60

0.80

1.00

1.20

1.40 1.33 1.33

1.12

0.730.67

0.59

0.230.15


Site

QN

I


Female vs. Male Engagement

Astelin Astepro Benedryl Claritin Nasonex Veramyst Xyzal Zyrtec0.00

0.50

1.00

1.50

2.00

2.50

Quantemo Neurological Index by Sex

Site

QN

I

Male Female

Women viewing Xyzal had the highest neurological engagement of all stimuli

Females, 16-30 seconds


EYE TRACKING MYTHBUSTERS:THE ALLERGY EDITION


Eye Tracking Mythbusters: The Allergy Edition

16-30 seconds0-5 seconds 6-15 seconds

16-30 seconds

0-5 seconds

6-15 seconds

Fold



Myth 1: People don’t read headlines – BUSTED• They do - and users expect to quickly see the indication

Myth 2: People don’t read body copy – BUSTED• They do - and early on

Myth 3: People don’t look for nor do they read the ISI – BUSTED• They do read it… albeit later



0-5 seconds

Myth 1: People don’t read headlines – BUSTED• They do - and users expect to quickly see the indication



0-5 seconds 6-15 seconds



Myth 2: People don’t read body copy – BUSTED• They do - and early on



Not on AOI

Brand Logo

Top Nav1

HCP

Headline

FaceCopy

Feature

1

Feature

2 ISI

CoLogo1

CoLogo2

Site M

ap

Save CTA

Top Nav2

0

0.1

0.2

0.3

0.4

0.5

0.6

Xyzal Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

Top Nav

Nav

Headline

Copy

Product

Video CTA

Dr. CTA

Save CTA ISI

Site M

ap

Co Logos

0

0.1

0.2

0.3

0.4

0.5

Veramyst Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

Nav

Product

Headline

Face

Save CTACTA ISI

Co Logo

Site M

ap0

0.1

0.2

0.3

0.4

0.5

Nasonex Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

HCP

Top Nav

Product

Headline

Copy

Feature

Save CTA

Use CTA

Dr. CTA ISI

Site M

ap

Co Logo

0

0.1

0.2

0.3

0.4

0.5

Astepro Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

Top Nav

Headline

Product

Feature

Social C

TAHCP

Use CTA

Save CTA

Co Logo ISI

Site M

ap0

0.1

0.2

0.3

0.4

0.5

Astelin Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

6s-15s 16s-30s0s-5s




Fold



Wrap Up

Methodologies and approach can be applied to any health or business vertical

Quantemo can be a critical part of brand planning, product launch, creative development and asset optimization efforts

Testing can be done on websites, landing pages, registration forms/buy flows, digital media, video, animation, email, games, kiosks and more…

Call us for a complementary consultation. Let us propose a study design that addresses your business needs and answers your most challenging questions



Contact One to One Health & OTOinsights

Seth Levine – Vice President/Director One to One health

Email: [email protected]: +1-617-425-7319International: add 00 + 1Mobile: 617-331-0397Website: otoihealth.comBlog: RxforDigital.comTwitter: @otointeractive

David LaPlante – Sr. Vice President, Sales & Marketing

Email: [email protected]: +1-775-771-5404International: add 00 + 1Website: otoinsights.comBlog: otoinsights.comTwitter: @otoinsights


Upcoming One to One Interactive Webinar

April 15, 201011am ET & 2 pm ET (US)

How To Design Mobile Applications and Widgets That Will Connect Meaningfully with Your Customers

Visit http://bit.ly/mobileux for more information.

http://bit.ly/mobileux


Health & Medicine

OTOinsights / One to One Health - Allergy Webinar - Apr 8 2010