DIGITAL

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DIGITALTRENDS

MARKETING

CONSUMER

DIGITAL

HEALTH

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DIGITALTRENDS

Our fifth annual series of trends reports includes insights into the

big shifts that are changing marketing, healthcare, digital

experience, and consumer expectations. In this report, you’ll find

the top eight trends in digital, each with clues into new

possibilities and examples of brands that got there first.

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Abigail Schmelzer

Alex Brock

Andrea Evans

Angela Cua

Azul Ceballos

Bruce Rooke

Campbell Hooper

Charles DiSantis

Chelsea Bailey

Duncan Arbour

Eduardo Menendez

Eric Davis

Fred Harrison

James Tomasino

Jeffrey Giermek

Jeffrey Wilks

Jessie Brown

Joe DeSalvo

John Mucha

Joy Hart

Julie Valka

Kathryn Bernish-Fisher

Kevin Nalty

Leigh Householder

Luke Hebblethwaite

Matt Groom

Mike Martins

Nick Bartlett

Nicole Sordell

Pavithra Selvam

Phil Storer

Richard Martin

Rick Summa

Sam Cannizzaro

Sarah Brown

Sayeed Anwar

Scott Raidel

Stefanie Jones

Zach Gerber

CORE

CONTRIBUTORS

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DIGITALTRENDS

At the core of our innovation

practice is a simple idea:Knowing how people’s expectations are changing lets us capture new

market opportunities, take smart risks, and spur innovation

We start by uncovering clues. Clues are data points, great stories,

quotes, and pictures that shift our understanding of what people want

right now. We find them in practices around the world and in the

technologies, brands, and experiences that doctors and patients

encounter in their everyday lives.

Over time, those clues combine and connect to reveal trends, a new

kind of inspiration for creating experiences in the moments before our

customers realize they need them. And months and years before our

competitors realize the same thing.

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DIGITALTRENDS

More Distractible Than Goldfish

Tech For Everyone (Really This Time)

Virtual Reality Is Finally Reality

Disappearing Technology

Competition for the Next Big Thing

Let’s Play

The Website Is Dead

Healthcare Brings DTC to Digital

We’re following eight trends that show how

the digital landscape will be changing in 2015.

THE

TRENDS

1.

2.

3.

4.

5.

6.

7.

8.

1.

IN SHORT

Our always-on digital lives

have diminished our attention

spans to 8 seconds – 1 second

less than a goldfish. Which

means this is the only part of

this trend you’re likely to read.

1.MORE DISTRACTIBLE

THAN GOLDFISH

On average, an office worker checks

their email inbox 30 times per hour.

—U.S National Library of Medicine, 2013

49% 17%

Percent of words

read on web

pages with 111

words or less

Percent of page

views that last

less than

4 seconds

FIRST PAGE OR NO PAGE

Thanks to smartphones, tablets, the expansion

of free Wi-Fi, and reliable 3D, the people

around us are constantly clicking and tapping

their way to new information. They’re Googling

for instant gratification and quick fixes. And if

they don’t find it in seconds, they’re likely to

abandon the effort entirely.

The cause of this hurry-up-and-give-up

behavior is our vanishing attention spans.

Today, digital experiences have to capture

users in just a few seconds and may not have

much more time than that to really engage

them. That sets a much higher bar for both

information design and long-tail search.

1.MORE DISTRACTIBLE

THAN GOLDFISH

REWIRING OUR MINDS

1.MORE DISTRACTIBLE

THAN GOLDFISH

Technology is altering human physiology. Some of the impact is positive: better visual skills or

devotion of our “cognitive surplus” time to creating and engaging. Other effects, like loss of

memory and attention span, are less favorable.

Those new memory problems could be a particular challenge for healthcare as some 80% of

people go online for information about a medical condition or drug. A rather typical session of

online browsing can create an information overload and make it harder to file away information in

your memory, according to Dr. Erik Fransén, professor of computer science at Sweden’s KTH Royal

Institute of Technology.

Our modern digitally-dependent consumer is in need of both more reminders and more creative

ways to make ideas and information stick.

—eMarketer, 2014

MINIMIZING MESSAGING

1.MORE DISTRACTIBLE

THAN GOLDFISH

Brands are adapting to the change. They’re scaling

back the long lists of features and benefits to

connect in shorter forms with smaller messages.

Social channels like Vine, Instagram, and Snapchat

have created the forum to communicate in this

sound bite exchange.

Marketers have found incredibly creative ways to

play in this space.

Photo contests are a great way to increase your

brand’s visibility on Instagram. Using a hashtag

pertaining to your contest will make it easy for you

to collect photos from your followers.

1.MORE DISTRACTIBLE

THAN GOLDFISH

Lancôme’s Project #bareselfie

dared women to post pictures of

themselves without makeup.

That instagram-action generated

50% of the sales for its newly

launched DreamTone serum

product line.

Oreo owned nearly 10,000

engagements with its 15-second

showcase of its new

MiniDelivery service.

(Where do we get one of those

cute mini forklifts?)

Ford made its smart “Park

Assist” feature look even more

speedy and sleek by showing it

off it in hyperlapse.

2.

IN SHORT

The wave of technology

adoption is finally coming to

shore with new technologies

and tools designed

specifically for late adopters.

2.TECH FOR EVERYONE

(REALLY THIS TIME)

—UN Study

“Cell phones are one of the most

effective advancements in history to

lift people out of poverty.”

2.TECH FOR EVERYONE

(REALLY THIS TIME)

US Smartphone Penetration

—The Next Web

THE WAVE REACHES THE SHORE

2.TECH FOR EVERYONE

(REALLY THIS TIME)

For years, we’ve been on the crest of the wave of digital development. New

technologies and devices have been brought to market at a pace that’s kept early

adopter’s wallets open. Most of these innovations are designed with the middle

majority in mind: X, Y, Z generations with income greater than $40,000 per year.

No doubt, this group will continue to be a viable market as they move on to the

NBT (next big thing).

Facing saturation and intense competition for existing technologies in that middle

majority market, some brands are looking to new niches, bringing waves of

innovation to shore for the first time. For example, as US smartphone penetration

surpasses 70%, the tail of the trend line (laggards and skeptics) is receiving

unprecedented attention from digital innovators. People with lower incomes,

immigrants and elderly populations are a few groups that are slowly but surely

coming into focus.

SMARTPHONES AND APPS BUILT

FOR NEW NICHES

2.TECH FOR EVERYONE

(REALLY THIS TIME)

“Forget what you may have heard about a digital divide or worries that

the world is splintering into ‘info haves’ and ‘info have-nots’,” Bill Clinton

wrote in Time Magazine. “The fact is, technology fosters equality, and it’s

often the relatively cheap and mundane devices that do the most good.”

Innovators are opening new markets by bringing that mundane

innovation to people who need it most:

2.TECH FOR EVERYONE

(REALLY THIS TIME)

Wipit is a mobile wallet service

partnered with Boost Mobile

(prepaid cellular service). Their

latest product is designed

specifically for people who may

not have bank accounts. Users

can add cash to accounts at

retail stores and set up direct

deposits to their Wipit account

with payroll or government

assistance checks.

Quippi is a cross-border gift

card service targeted at new

immigrants. US consumers

send over $23 billion to

Mexico every year via

international money transfers

that have associated fees. By

buying gift cards, the

immigrants realize the

savings as retailers pay the

fees in exchange for the

guaranteed business.

Jitterbug phones are easy-to-

use mobile phones designed

specifically for seniors. Large

numbers and displays aid the

sight-impaired while enhanced

speakers allow for clear

conversations. A special button

allows for one-touch

emergency medical alerts, and

additional services include

unlimited direct access to

nurses and doctors.

2.

The year select countries in North America and Europe

will surpass 50% smartphone user penetration among

total population.

TECH FOR EVERYONE

(REALLY THIS TIME)

INVENTIVE APPROACHES TO

OLD PROBLEMS

2.TECH FOR EVERYONE

(REALLY THIS TIME)

It’s not just the front-end interface that’s changing,

it’s the back-end, too. Developers are using tools

and data to find new ways to make everyday

technology more useful and meaningful to later

adopters.

A Chinese company recently demonstrated the

ability of 3D printing to rapidly fill a need for fast,

affordable housing. The team constructed 10

houses in less than 24 hours. Built from

predominantly recycled materials, these homes cost

less than $5,000 and could be built to ease housing

crises in developing countries or more quickly

respond to weather-related disasters.

Small home constructed from 3D-printed

building blocks

(Image: Winsun New materials)

2.TECH FOR EVERYONE

(REALLY THIS TIME)

In Africa, Vodacom is using cell phone bills to spot in-community entrepreneurs

who can potentially get more devices to more people. They’re looking for

people who have an abnormally high volume of calls, a sign that owners are

renting their phones to neighbors. Vodacom offers those heavy users the

opportunity to operate their own phone kiosks and earn 1/3 of the revenue.

In Japan, DoCoMo is seeing its growth with the elderly and their families as the

country ages faster than any other developed society, with 23% of the

population already 65 or older. They’re thinking beyond devices to information

exchange. For example, its “Tsunagari Hot Support” allows family members to

check on elderly loved ones by geotracking their phones—spotting everything

from number of steps and exercise to current location.

INVENTIVE APPROACHES TO

OLD PROBLEMS

2.TECH FOR EVERYONE

(REALLY THIS TIME)

APPROXIMATELY 78 PERCENT

OF THE POPULATION IS LOW

INCOME WORLDWIDE

Based on Purchasing

Power Parity (PPP)

—World Resources Institute

—World Bank

—UN and US Census

—A.T. Kearney Analysis

3.

IN SHORT

After years of talk and hype, virtual

reality has finally come of age and

the experience is even better than

early adopters promised.

(Aren’t you glad you waited?)

3.VIRTUAL REALITY IS

FINALLY REALITY

Percent of users that like it when brands, products or entertainment

make an active attempt to capture their imagination

78%

Millennials

71%

Gen X

64%

Boomers

IMMERSIVE EXPERIENCES

3.VIRTUAL REALITY IS

FINALLY REALITY

In 2014, the best way to connect with the

world was to unplug. People called it

JOMO (Joy of Missing Out), a celebration

of escaping the endless feed of vacation

photos, dinner destinations, and status

updates.

In 2015, the best way to connect with the

world will be to explore it – from wherever

you might physically be. This new

generation of virtual reality makes it

possible to do just that with immersive

experiences that let you touch, explore and

connect with an environment that feels like

it’s all around you.

The leading technology is Oculus Rift. It’s a

headset display that kind of looks like scuba

goggles and provides a fully immersive 3D

experience that makes you feel like you are

actually in a game or destination. By

moving your head from side to side or

walking around you can get a 360-degree

view of an entire virtual space.

Facebook spent $2 billion to buy the Oculus

Rift technology. Then Google created a DIY

version that looks more like the Viewmaster

you might have grown up playing with.

Their cutting-edge virtual reality experience

starts with a piece of corrugated cardboard

and a handy X-ACTO knife.

3.VIRTUAL REALITY IS

FINALLY REALITY

MAKE YOUR OWN

You can make your own cardboard 3D viewer. A

great little kit at Google I/O showed the way.

Ingredients:

• Cardboard

• Lens

• Magnets

• Velcro

• Rubber band

• Android phone

• Temporary use of favorite

construction items: ruler,

glue, scissors, and an X-

ACTO knife

A NEW LEVEL OF REALISM

Whether you’re racing around a battlefield in a

sophisticated war game or exploring a new

treatment facility, these virtual environments have

a next generation feel of authenticity and realism.

A big driver of that reality is the capture. Cameras

collect every inch of a 360-degree view.

Sophisticated sound algorithms trick the brain into

thinking that it’s present by moving sounds

around the ears just like in the real world.

You can explore a historic castle and hear the

birds chirping in the trees. Ride a roller coaster

and hear the whipping sound of screams. Or even

head into an operating room.

Rémi Rousseau and Dr. Thomas Gregory, Professor of

Surgery and Medicine at the Paris Descartes University and

Georges Pompidou, surgeon at the European Hospital

recently brought GoPro cameras into the operating room to

capture a total hip surgery. The resulting footage gave a 3D,

high resolution, first-person view that could then be

implemented into an Oculus Rift, giving the medical student a

never before seen look into what the experienced surgeon

actually sees.

3.VIRTUAL REALITY IS

FINALLY REALITY

FIRST PERSON “SHOOTER”

Virtual reality is changing more than gaming.

Producers are creating movies for the Oculus

Rift that let viewers be part of every scene.

Brands are immersing consumers with first-

person perspectives—actually putting them in

a video as if they are, themselves, holding

the camera.

Some are adding addictive “choose your own

adventure” elements that let the user control

the story.

A travel agency in the UK developed this video to

promote their ability to customize your perfect holiday.

Over the course of the video, the viewer makes choices

(i.e., go to the beach or lay by the pool; intimate dinner

or cocktails and sunset). In effect, they are drawn in to

the experience in a very real way.

holidayopenday.co.uk/en/flash

3.VIRTUAL REALITY IS

FINALLY REALITY

IN SHORT

When you put the right

information in the right

place, technology can

quietly change our lives

without interrupting them.

DISAPPEARING

TECHNOLOGY

4.

4.DISAPPEARING

TECHNOLOGY

Apple’s iOS automatically

updates apps in the

background so you don’t have

to, keeping you up-to-date

and limiting vunerabilites in

the software.

Carbonite cloud services

back up your computer

files automatically, making

sure you never lose your

important digital

information.

4.DISAPPEARING

TECHNOLOGY

PERVASIVE EQUALS PERSUASIVE

David Rose, instructor at the MIT Media Lab and CEO

at Ditto Labs, has been a long-time proponent of more

ambient technology that spreads information thinly

throughout our lives. To him, the glowing screen of our

ubiquitous cell phones is the enemy of creating

technology that can really change our lives.

“I think about the cellphone and all the amazing things

you can do with a cellphone and apps, but the problem

is it monopolizes your attention. Most of us are staring

into this most of the day,” Rose said. “There’s an

opportunity to become unglued from this screen and

spread the apps into everyday objects, including

desks, clothes, jewelry. It’s a much nicer way to

interact with technology.”

His product, GlowCap, was a first-mover in a

now booming category. The smart medicine

caps glow when it’s time to take a

medication. The reminders can escalate

from subtle to insistent: devices glow, then

make noise, then send a text notification or

dial your home phone.

Rose imagines a healthcare future that is

much more delightful. One that gently

nudges us instead of wagging a finger of

shame.

4.DISAPPEARING

TECHNOLOGY

CAREGIVING TAKES THE LEAD

Companies like AT&T and DoCoMo are repurposing

the elements of digital alarm systems into remote

caregiving assistants that help people who are growing

older stay independent longer.

Contact sensors can quickly update a caregiver’s

dashboard to show when an aging relative took a

medication, got out of bed, or used the bathroom. The

technology doesn’t capture any video or interrupt the

homeowner, it simply and quietly keeps track of key

metrics of independence and mobility. The promise of

this new era of disappearing technology is keeping

people safe and keeping caregivers informed without

feeling the pressure or presence of that technology.

AT&T Digital Life Care uses sensors

placed around the home of an elderly

family member to send caregivers alerts

and information.

4.DISAPPEARING

TECHNOLOGY

TECHNOLOGY THAT ISN’T TECHNOLOGY

This kind of “glanceable” information is already part of much of our consumer lives. Many of

the devices we use every day are designed to accelerate better decision making by

spreading information thinly.

The disappearing color strip on disposable razors is an ambient reminder to buy a new

pack. Your low fuel light warns that the gas tank is almost empty. Even the receipt tape in

cash registers turns pink when it’s nearly run out.

The big move in 2015 is moving beyond consumables to spread information thinly in more

meaningful parts of our lives.

5.

IN SHORT

Remember five years ago

when you’d never heard of an

iPad? Now, smart watches,

mobile payments and a new

generation of wearables are

competing to be the next

necessity you never knew you

just had to have.

5.COMPETITION FOR

THE NEXT BIG THING

—IMH

Predicted Smartwatch Adoption

5.COMPETITION FOR

THE NEXT BIG THING

WATCH THE WATCHES

2015 may kick off a new era of

smartwatches, fueled by Apple’s January

launch. In fact, some are saying that the

Apple watch could be the next Swatch, a

bright plastic time piece Gen Xers will

remember as the watch that made watch

collectors out of teenagers.

Sure, the first round of smartwatches—like

Samsung’s Gear Live or LG’s G Watch—

didn’t exactly have people camping out in

front of their local electronics stores, but

ones premiering in 2015 are expected to be

notably different.

The Apple watch is an intriguing extension

of the smartphone, created at just the time

that so many of us would like to look up

and away from our glowing screens. It’s

tightly integrated with iOS and offers all

kinds of styles and features.

The Asus ZenWatch is going another way

entirely, bringing the elegance of a classic

wristwatch with the connectivity of Android

Wear. Samsung is taking another

interesting at-bat, too, with the Gear S that

works almost entirely without a

smartphone at all.

5.COMPETITION FOR

THE NEXT BIG THING

GO AHEAD, TAP TO PAY

Many are betting that mobile payment’s time has officially come. Retailers, banks and

telecoms have been experimenting with products and pilots for years while consumers

remained on the fence. But the numbers have started growing at a compelling speed. In

the U.S., for example, values doubled between 2012 and 2013 to reach $1.59 billion.

That’s projected to nearly double again to $3.5 million through 2014.

Local attitudes toward mobile payment are a huge multiplier for uptake. For example,

analysts are predicting that mobile payments in China could be worth USD 1.4 trillion by

next year.

Integrated loyalty programs have made early winners even more successful. Starbucks,

for example, has a app that integrates mobile payments with quick-earn rewards. It

receives over four million mobile wallet payments per week – that’s 11% of its entire

business.

—eMarketer, 2014

—Monitise Insights, 2014

5.COMPETITION FOR

THE NEXT BIG THING

—eMarketer

Predicted Mobile Payment Market

5.COMPETITION FOR

THE NEXT BIG THING

WILL YOU FINALLY PUT ONE ON?

Wearables are stepping back up to the plate with a new generation of

sensors that go way beyond the wrist. Each is designed to make

affordable tracking addictive to a special niche of consumers.

And, it starts as soon as the crib. The Owlet Smart Sock wraps

around an infant’s ankle to do way more than a baby monitor ever

could. The companion app monitors body temperature, heart rate,

blood oxygen level, sleep quality and rollovers.

Clothes are getting smarter, too. Sports bras can track your heart

rate. Shoes can know how high you can jump. And something like a

cuff link can monitor so much more.

It’s called a Notch and it snaps on to clothing to give users access to

all the functionality of an accelerometer, gyroscope and

magnetometer in a dynamic wireless network that communicates to

its paired smartphone. Its goal: Let people track their real physical

prowess to compete against peers around the world.

Owlet Smart Sock

The Notch Wearable Device

6.

IN SHORT

Games have already changed

the way we interact with media.

Now those same dynamics are

changing the way we engage

with our people, information

and even our health.

6.LET’S

PLAY

“The beauty of a game is

that it gives you a goal.“- Debra Lieberman, publisher of the new Games for Health journal

6.LET’S

PLAY

Not Just For Boys

—Entertainment Software Association

45% 31%

45% of all game

players, and 46% of

the most frequent

purchasers of games,

are female.

Adult women

make up 31% of

the game-playing

population.

6.LET’S

PLAY

GAMING HAS BECOME MUCH MORE SOCIAL

Did you know that almost 60% of Americans play games?

Erase that image of a masked Grand Theft Auto hooligan

from your mind. More people are playing puzzle, trivia and

casual social games. The numbers are pretty amazing –

they tell us that more adult women than teenage boys play,

that the average age of a gamer is 30, and that 62% of

gamers play with someone else, either online or in person.

Casual social games have exploded the number of people

playing, but the big, more immersive games have exploded

the way people are playing. Console games connect

players from around the living room or across the world.

They can compete, team up on challenges or even foil

another user’s best efforts when they are offline.

60%

Almost 60% of

Americans play

games.

6.LET’S

PLAY

GAMING COULD CHANGE YOUR JOB

Sure, it’s had some pretty awful names (“gamification,” “gamify”, . . .eeeesh) but the idea that

using the principles that make games so addictive to make other kinds of learning and

engagement better, too, is becoming more and more popular.

Employers and HR teams are looking to gaming to help employees navigate complex

corporate systems and trainings. They’re adding elements of entertainment, play and

multimedia to pump up engagement. They’re also using it to promote more desired behaviors

in everything from goal setting (e.g., income) to personal wellness (e.g., savings).

There’s a big watch out, though. Design matters more than ever when you’re playing games.

Brian Burke, a Gartner analyst specializing in enterprise architecture and gamification,

estimated that “80% of gamification initiatives will fail by 2014 due to bad design.” Last

asked, he didn’t expect any improvement in the numbers in the years ahead.

6.LET’S

PLAY

AND EVEN CHANGE YOUR LIFE

Ben Sawyer, one of the original advocates for

using games to improve competency and

outcomes in health, described the problem we’re

up against in six simple words: “The interface of

healthcare is broken.” Said another way: We’re

just not engaging people. We give them

complicated brochures and an entirely new

language of acronyms and science. We charge

them with requirements, but offer them few

rewards.

Games are a way to break through all of that and

create simple experiences people want to use.

Experiences we’d actually take with us into real life

(no offense to the brochures).

Remission has been showing its impact for almost 10

years. At its core, it’s a simulation game that lets players

virtually fight cancer with chemotherapy, antibiotics and

the body’s own defenses. Players were more engaged in

their care, knowledgeable about their treatment plans,

and even 16% more adherent.

6.LET’S

PLAY

Neuroscientists at the University of California,

San Francisco worked with developers to

create NeuroRacer, an app-like game in which

players swerve around other cars and try to

identify specific road signs that pop up on the

screen, while ignoring other signs deemed

irrelevant. After older adults trained at the

game, they became more successful than

untrained people in their 20s. The performance

levels were sustained for six months, even

without additional training.

NEURORACER

6.LET’S

PLAY

In Utah, Arches Health Plan recently

developed a gamified app for millennials to

educate users about the costs of being

uninsured. The app, called “Arches Saves

Your Bacon” aims to give users an idea of

how different behaviors affect their health

risks and how much they can cost them.

ARCHES SAVES YOUR BACON

Arches Health Plan developed an app for millennials to educate

users about the costs of being uninsured. It shows users how

different behaviors affect their health risks and how much those

risks might cost them.

7.

IN SHORT

Every trend report has to declare

the death of something. We’re

picking the brand dot-com

because digital behavior has

shifted to be more mobile, more

grazing, and more peer-connected

than ever.

7.THE WEBSITE

IS DEAD

—Comscore, 2014

—Inmobi, 2014

MOBILE IS PRIME SCREEN

2014 was a big year for the small screen and 2015 is expected to be even bigger.

Mobile platforms – smartphones and tablets – now account for 60% of total digital media

time spent. That’s up from 50% just the year before.

Outside of the US and UK, mobile media time spent now exceeds TV.

Apps play a big role in that shift. 51% of our digital media time is spent in apps. Radio,

photo and map apps top the list, but social, gaming and directories also dominate.

Social media is the #1 category in terms of overall digital engagement, accounting for

20% of total digital time spent. Social networking now generates more than 70% of its

activity on mobile.

7.THE WEBSITE

IS DEAD

That massive shift to mobile has really only taken hold in the last two years. It’s created a

second wave of internet user behavior that calls for rethinking the same old approach to

the dot-com.

Mobile users ask Google shorter questions, often phrased in a word or two. They’re

looking for much more actionable data, less “about the product” and more about where to

buy it, how to get a coupon, and what their peers think about it. Unless they’re waiting for

something IRL (In Real Life), then mobile behavior looks a lot more like digital grazing than

directed search.

Very few brand dot-coms are created to serve any of those new needs and behaviors. The

result is that as mobile use grows, website use declines. In fact, Webtrends found that 70%

of Fortune 100 corporate websites experienced declines in traffic, with an average drop of

23%.

DESTINATION.COM ISN’T REALLY A DESTINATION

7.THE WEBSITE

IS DEAD

Coca-Cola was ahead of the game. They declared the website dead, too, and replaced it with a dispersed

publishing strategy that is way more about their customers than the brand. Their new content is driven by

their Unbottled blog and delivers on their promise “Refreshing The World, One Story At A Time.”

http://www.coca-colacompany.com/coca-cola-unbottled/

7.THE WEBSITE

IS DEAD

CAN DATA TELL A BETTER STORY?

It’s fitting that as brands move to a more sophisticated version of themselves online, that

our analytics would evolve as well. We expect to see more holistic metrics centered around

shifts in perception, relationship valuation, and brand equity. Subjective measurements from

surveys and consumer feedback will win over statistics. It will be about quality over quantity.

Also, the way we interact with mobile creates different metrics. Mobile content is more

scroll-y, less click-y. In essence, with less clicks, measures like the click-through rate

become much less relevant. We expect to see a new standardization of metrics evolve that

is driven by the way we consume mobile content.

For example, mobile applications measure engagement by creating an index of several

criteria. This methodology will replace the traditional dot-com dashboard, yielding key

performance indicators such as “engagement score.”

7.THE WEBSITE

IS DEAD

Calculating the App Engagement Index

PopularityShare of smartphone

owners using the app

CommitmentShare of app users

who access the

app weekly

FrequencyAverage number

of days app users

access the app

Time SpentTime spent using

the app

8.

IN SHORT

Healthcare advertising is bringing

the offline experience of getting

healthcare online. Today, a doctor,

a prescription or a dose of digital

health are just a click away.

8.HEALTHCARE

BRINGS DTC TO

DIGITAL

Redirection of

online research

One third of the annual 20

million online searches for

the Pfizer brand took

potential customers to

sites selling counterfeit

versions of the drug.

1/3

REAL RX, REAL EASY

Pharmaceutical leaders are starting to respond to a trend you

might call Consumer Prime. Or the Amazonification of the

Consumer. The ubiquity of online shopping options from big

brand names have created a new level of trust in internet retail.

Many consumers who previously feared typing their credit card

information into a dot-com are suddenly a lot more concerned

about finding the best deal the internet has to offer. Why stop at

the store you know when an even better price (maybe with a

free shipping offer!) could be just a few clicks away? We are

quickly becoming used to having nearly anything we want

delivered to our doorstep in 48 hours flat.

Pfizer started to see this trend change its customers. Of course,

pharmaceuticals can’t be bought online the same way shoes

can, but increasingly sophisticated illegal online pharmacies

made it look like they could be. In fact, one third of the annual

20 million online searches for the brand took potential

customers to sites selling counterfeit versions of the drug.

8.HEALTHCARE BRINGS

DTC TO DIGITAL

What are you really taking?

25% 75%

25% of men who think

they’re taking Viagra

are really taking a

counterfeit drug. That’s

a lot of lost customers.

75% of the men who buy

counterfeit Viagra have

actually talked to their

doctor about the drug.

8.HEALTHCARE

BRINGS DTC TO

DIGITAL

Viagra customers weren’t going online out of embarrassment about ED

or even to avoid the doctor. They were going on to get a better deal or

to avoid going to the in-person pharmacy.

So Viagra went with them by launching an online store at Viagra.com.

Targeted search and banner ads were designed to intercept men with

ED and help introduce them to these trusted resources. Using CVS’s

fulfillment engine, patients are able to fill or renew a prescription by

having it ePrescribed to CVS, mailing in a paper Rx, or – even easier –

having CVS call their doctors directly.

The site also checks their insurance and helps ensure the best price

possible for each customer. The new numbers have reportedly been

very compelling. Some that Pfizer is sharing publicly include the first

week impact: over 1000 orders; 14% from former Viagra users – likely

those people who were already trying to reinvent how they buy

prescription drugs.

CASE STUDY

8.HEALTHCARE

BRINGS DTC TO

DIGITAL

SUPPORT IN A SHORTCUT

Around the world, healthcare leaders and some

very unexpected sources are selling support +

digital health direct to consumers. The new

services range from adding value to replacing

value once provided by traditional healthcare.

Online pharmacy PillPack charges users

$20/month to organize all their medications in

convenient tear-off packs that are clearly dated.

The packs are delivered every two weeks and a

service called “Proactive Refill Management”

takes care of any refills and prescription

renewals ahead of time.

PillPack medication organizer

8.HEALTHCARE

BRINGS DTC TO

DIGITAL

DTC SERVICES

Telecoms like TurkCell and DoCoMo are using digital

media to promote services directly to consumers. These

mobile phone providers have unique access to both their

customers’ devices and their data. That gives them the

unique opportunity to quickly create native health

experiences and track which are really changing lives.

One of our favorites is TurkCell’s paid service for

expectant moms. It’s a fully supportive SMS program

that doesn’t require any involvement from physicians. Its

next move: home monitoring service for diabetes and

hypertension sufferers.

Specialty drugs are making big plays in digital to

connect potential customers to advocates and nurses

who can help them with anything from learning about the

product to working with their insurance company to get

the Rx covered.

Turkcell SMS Program

8.HEALTHCARE

BRINGS DTC TO

DIGITAL

DOCTOR GOOGLE? NO, DOCTOR

VIA GOOGLE

It’s not just pharmaceuticals that are getting in the digital DTC game. Doctors are, too. Psychology was the

specialty to go first. Online counseling sessions have continued to grow in popularity and have earned their

own platforms and specific professional guidelines.

But other specialties—including Google—weren’t far behind. Today, telehealth providers actively market to

consumers through email, search advertisements, and even social posts. Their goal: Use digital to convert

people at home before they head out to anything from a clinic to an emergency room or even primary care.

Google is helping doctors sell direct to worried searchers. Their Healthcare Helpouts serve up immediate

access to a flat-price interaction with a physician online. They even carry their own HIPAA requirements.

And, we’re guessing that advice is a lot more helpful than the symptom checkers that let you know your

cough could be a cold, allergies, cancer, or heart failure. Right?

20

15

DIGITALTRENDS

To discuss this report live, request another module, or schedule a

presentation of trends, please contact Leigh Householder at

614-543-6496 or leigh.householder@gsw-w.com