Post on 09-May-2015
transcript
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DHC/Google 2013 Execu3ve Landscape Study
Digital Health Coali.on 2013 Execu.ve Landscape Study The Voice of the DHC Membership
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q Feedback gathered in September/October 2013
q Online survey sent to invited members/organizations
q Responses from a total of 60 members/organizations
q Survey topics included digital, online video, mobile, and change management/innovation
Digital Health Coali.on 2013 Execu.ve Landscape Study Invita.ons Went to Members at the Following Organiza.ons
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q WebMD q JUICE Pharma q Google q Chandler Chicco q Physicians Interactive q Greater Than One q Klick q Digital Insights Group q CMPI q Arnold Friede & Associates q MDM q PPC q CHC q SPM q pathForward q Roche q Lilly q Sanofi q AZ q GSK q Roche Diagnostics q JNJ q Galderma q GE q Inventiv q Velocidi
q Doximity q E-Healthcare q M3 q Twitter q Manhattan Research q Roska q CMI Media q QualityHealth q Havas q Digitas q InTouch q Siren q Digitas q GA Communications q Heartbeat q QuantiaMD q HealthDay q MePlusYou q comScore q SAS q ListenLogic q The Futures Company q Palio q Semantelli q IO Media q Pfizer q PAAB
q Lundbeck q Novo q Novartis q Daichi-Sankyo q Takeda (Millenium) q Hologic q Boston Scientific q Abbott q Genentech q Gilead q Shire q Biogen q Eisai q Bayer q Amgen q CSL Behring q BI q Optimer q Astellas q MedImmune q Siemens q UCB q SocialQI q Evolution Road q Virsci q WEGO q Hale Advisors
For More Informa.on…
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DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to info@digitalhealthcoalition.org
Digital Landscape
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With respect to the use of digital overall, how would you describe the pharmaceu3cal and device industry compared with other industries today?
24%
45%
24% 7%
We are very far behind others
We are slightly behind others
We like to think we are "just average"
We are slightly ahead of others
We are very far ahead of others
Don’t know
How would you describe the pharmaceu3cal and device industry's use of the following tac3cs as compared with other industries today -‐ for adver3sing and/or marke3ng purposes.
With respect to the use of social media, how would you describe the pharmaceu3cal and device industry compared with others with other industries today?
64%
29% 5% 2%
We are very far behind others
We are slightly behind others
We like to think we are "just average"
We are slightly ahead of others
We are very far ahead of others
Don’t know
a. b.
6
With respect to the use of mobile overall, how would you describe the pharmaceu3cal and device industry compared with others with other industries today?
How would you describe the pharmaceu3cal and device industry's use of the following tac3cs as compared with other industries today -‐ for adver3sing and/or marke3ng purposes.
With respect to the use of online video overall, how would you describe the pharmaceu3cal and device industry compared with others with other industries today?
36%
45%
15% 4% We are very far behind others
We are slightly behind others
We like to think we are "just average"
We are slightly ahead of others
We are very far ahead of others
Don’t know
25%
31% 35%
7% 2% We are very far behind others
We are slightly behind others
We like to think we are "just average"
We are slightly ahead of others
We are very far ahead of others
Don’t know
c. d.
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How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to HEALTH PROFESSIONALS?
Social media for health professionals Mobile content for smartphones for professionals
2%
45% 49%
4% Decrease
Stay the same
Increase
Don’t know
26%
74%
Decrease
Stay the same
Increase
Don’t know
22%
78%
Decrease
Stay the same
Increase
Don’t know
6%
45% 41%
8% Decrease
Stay the same
Increase
Don’t know
Mobile content for tablets for professionals Mobile display adver3sing for health professionals
a. b.
c. d.
8
How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to HEALTH PROFESSIONALS?
6%
70%
22%
2% Decrease
Stay the same
Increase
Don’t know
4%
39% 55%
2% Decrease
Stay the same
Increase
Don’t know
4%
54% 31%
11% Decrease
Stay the same
Increase
Don’t know
2%
49% 45%
4% Decrease
Stay the same
Increase
Don’t know
Mobile video adver3sing for health professionals Product websites (brand.com) for health professionals
Professional video (intended for health professionals) for branded products
Professional video (intended for health professionals) for educa3on and outreach
e. f.
g. h.
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How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to HEALTH PROFESSIONALS?
14%
53%
25% 8% Decrease
Stay the same
Increase
Don’t know
35%
61%
4% Decrease
Stay the same
Increase
Don’t know
2%
57% 33%
8% Decrease
Stay the same
Increase
Don’t know
4%
37% 55%
4% Decrease
Stay the same
Increase
Don’t know
Online video adver3sing for health professionals Display adver3sing for physicians/professionals
Paid search for physicians/professionals Search op3miza3on strategies for health professional content
i. j.
k. l.
10
How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to HEALTH PROFESSIONALS?
12%
41% 43%
4% Decrease
Stay the same
Increase
Don’t know
33%
61%
6% Decrease
Stay the same
Increase
Don’t know
Mobile Apps for Health professionals Email Marke3ng for Health professionals m. n.
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How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to CONSUMERS?
25%
67%
8%
Decrease
Stay the same
Increase
Don’t know
2%
43% 43%
12% Decrease
Stay the same
Increase
Don’t know
4%
28%
61%
8%
Decrease
Stay the same
Increase
Don’t know
2%
37%
53%
8% Decrease
Stay the same
Increase
Don’t know
Social media for consumers Mobile content for smartphones for consumers
Mobile content for tablets for consumers Mobile display adver3sing for consumers
12
How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to CONSUMERS?
6%
63%
27%
4% Decrease
Stay the same
Increase
Don’t know
6%
31%
55%
8% Decrease
Stay the same
Increase
Don’t know
2%
49% 37%
12% Decrease
Stay the same
Increase
Don’t know
10%
47% 39%
4% Decrease
Stay the same
Increase
Don’t know
Mobile video adver3sing for consumers Product websites (brand.com) for consumers
Disease or unbranded websites (disease.com) for consumers
Consumer video for branded products
13
How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to CONSUMERS?
2%
35%
53%
10% Decrease
Stay the same
Increase
Don’t know
12%
45% 37%
6% Decrease
Stay the same
Increase
Don’t know
4%
23%
66%
7% Decrease
Stay the same
Increase
Don’t know
0%
41%
51%
8% Decrease
Stay the same
Increase
Don’t know
Consumer video for disease educa3on and outreach Online video adver3sing for consumers
Online communi3es for consumers with specific condi3ons Display adver3sing for consumers
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How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to CONSUMERS?
39%
57%
4% Decrease
Stay the same
Increase
Don’t know
16%
39% 39%
6% Decrease
Stay the same
Increase
Don’t know
2%
37%
55%
6% Decrease
Stay the same
Increase
Don’t know
2%
33%
48%
17% Decrease
Stay the same
Increase
Don’t know
Paid search for consumers Search op3miza3on strategies for consumers
Mobile apps for consumers Email marketing for consumers
15
Please rank the following PROFESSIONAL strategies and tac3cs from high to low based on their expected ROI over the next 12 months? For example, if social media for health professionals had the highest expected ROI it would rank 1 ... if it had the lowest expected ROI it would be last on the list..
0
50
100
150
200
250
300
350
400
450
Total Score
16
Please rank the following CONSUMER strategies and tac3cs from high to low based on their expected ROI over the next 12 months? For example, if social media for consumers had the highest expected ROI it would rank 1 ... if it had the lowest expected ROI it would be last on the list.
0 50
100 150 200 250 300 350 400 450 500
Total Score
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Online Video
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In this sec3on, the term "online video" will be used to describe the broad category of online video (marke3ng, adver3sing, content, etc.) unless specified otherwise in the individual ques3on. Using a scale of 1 to 10, please state how important online video is to your organiza3on. 1 meaning "not at all important" and 10 meaning "very important":
0% 20% 40% 60% 80% 100%
How important is online video (overall including content,
adver3sing, etc.) to the success of your adver3sing or marke3ng
goals?
Not at all important
2
3
4
5
6
7
8
9
19
Using a scale of 1 to 10, please state whether you disagree or agree with the following statement. 1 meaning "strongly disagree" and 10 meaning "strongly agree":
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online video allows smaller brands (under $1 billion in sales) an op3on when TV adver3sing
is not possible
A benefit of buying online video adver3sing is the pricing efficiency compared to tradi3onal
offline channel
Online video has already taken budget from tradi3onal TV adver3sing in my company (past
12 months)
Online video will take budget from tradi3onal TV adver3sing in my company in the near
future (next 12 months)
Online video adver3sing provides brands and marketers beber targeted compared to TV
adver3sing Strongly Disagree
2
3
4
5
6
7
8
9
10
Don’t Know
20
Which of the below placorms are you currently using for adver3sing or marke3ng to HCPs and/or consumers?
YOUTUBE HULU
42%
40%
18% Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
VIMEO MEDSCAPE
31%
3% 66%
Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
3% 19%
11% 67%
Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
71% 5% 5%
19% Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
21
Which of the below placorms are you currently using for adver3sing or marke3ng to HCPs and/or consumers?
Quna3aMD SERMO
40%
60%
Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
EVERYDAY HEALTH
37%
3%
60%
Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
3%
45%
13%
39%
Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
WebMD
8%
49% 21%
23%
Use for Adver.sing/Marke.ng to HCPs
Use for Adver.sing/Marke.ng to Consumers
Use for BOTH Consumers and HCPs
Do not use
22
How are you using YouTube for adver3sing and/or marke3ng efforts?
Adver3sing Educa3on Mechanism of disease Mechanism of ac3on
Tes3monial
As part of content marke3ng strategy
Brand channels
Branded YouTube channel for a specific disease state/treatment
(1 live and 1 in development)
Branded YouTube channels
Branded and non branded content
Consumer and HCP Display adver3sing and user and brand channels
Disease educa3on. Mechanism of ac3on of disease. Science.
Tes3monial. General awareness.
Educa3onal, pa3ent communi3es
Informa3onal/ Disease State Awareness Videos
Loading campaign videos as well as disease state content
Pa3ent tes3monials, MOAs, health related content
Pa3ent videos
Targeted Pre-‐roll
branded & unbranded for HCPs and consumers
branded channel
channel
crea3ng a network for individual channels for each franchise/brand or product
part of several major campaigns 23
How are you using HULU for adver3sing and/or marke3ng efforts?
Digital TV extension to consumers
Display/video ads
Paid adver.sing
Targeted Pre-‐roll
Video assets
Part of some major campaigns
24
How are you using VIMEO for adver3sing and/or marke3ng efforts?
As part of content marke.ng strategy
Pa.ent videos-‐ marke.ng
To stream videos on our sites -‐ pa.ent
Video pos.ngs for Blogger outreach
hos.ng videos that are placed on brand websites
websites part of a few campaigns
25
How are you using Medscape for adver3sing and/or marke3ng efforts?
Adver3sing Adver3sing. Non-‐promo3onal
independent educa3on grants (not marke3ng per se)
All opportuni3es
Both Branded and non Branded campaigns
CME, eDetailing
Display adver3sing
Display/ Info sites/eMail marke3ng/CPA
Display/ Info sites/eMail marke3ng/CPA HCP branded site
Infosite and condi3on road blocking
Medical educa3on
Mul3ple Ways -‐ standard banner adver3sing; point of care outreach; conference coverage etc.
Sponsored content on web pages and email
branded for HCPs
consumer marke3ng
edetailing and promo3on
mostly media, not content
part of most HCP campaigns
product microsite
sponsorships
26
How are you using Quna3aMD for adver3sing and/or marke3ng efforts?
Adver.sing
Closed network
Display
Engaging HCPs, games
Sponsored disease areas
part of a few HCP campaigns
27
How are you using Sermo for adver3sing and/or marke3ng efforts?
Market research
Market research, sponsored educa.onal areas
Med-‐Live surveys
Social listening and messaging program
Use as feedback channel
mostly sponsorships
part of some HCP campaigns, (and many campaigns as a research tool)
28
How are you using Everyday Health for adver3sing and/or marke3ng efforts?
Adver.sing Adver.sing,
consumer research Display
Display adver.sing
Display and targeted ads
SEO crea.on
U.lizing the EDH network for
extended reach to consumer
target
consumer channel
mostly media
part of most major consumer
campaigns
sponsorships
29
How are you using WebMD for adver3sing and/or marke3ng efforts?
Adver.sing Adver.sing Pa.ent educa.on Sponsored sites and content All channels Branding
Condi.on and Brand Awareness Promo.ons and Sponsorships to Pa.ent and Caregiver targets
Display
Display ads
Display adver.sing
Display/Info site/email marke.ng/CPA General pa.ent educa.on Awareness Adver.sing HCP & consumer marke.ng mix Sponsored content on web pages and email
mostly media, some content part of most major consumer campaigns product microsite promo.onal and educa.onal Sponsorships
30
Which of the following is a concern or challenge within your organiza3on related to online video today? (please check all that apply)
49% 51% 54%
34% 29%
17%
43%
60%
37% 31%
26% 20%
14% 6% 9%
17% 23%
51%
0%
10%
20%
30%
40%
50%
60%
70%
31
How do you How do you measure the success of your online video projects and campaigns?
66%
29%
71%
34%
63% 54%
46%
71%
6% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
32
How important is na3ve OR contextual ad placement within online video to your organiza3on in 2013? For example, placing online video adver3sing for a product for RA within content about RA.
9%
21%
12%
44%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
a. Not at all important
b. Somewhat important
c. Not sure d. Somewhat important
e. Very important
33
How would you compare the effec3veness of online video adver3sing versus television adver3sing today?
0%
21% 21%
49%
9%
0%
10%
20%
30%
40%
50%
60%
a. Much less effec.ve
b. Somewhat less effec.ve
c. As effec.ve d. Somewhat more effec.ve
e. Much more effec.ve
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88%
52%
70%
18%
52% 55%
3% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Targe.ng capabili.es
Reach Price rela.ve to
TV
Ad unit formats
Engaging Formats
cost efficiencies
None of the above
Which aspects of online video adver3sing do you find beneficial? (please check all that apply)
35
52% 24%
24% Less effec.ve than online video
Same Neutral
More effec.ve than online video
Do you consider online video adver3sing to be less effec3ve, the same (neutral) or more effec3ve than the following forms of adver3sing?
DISPLAY
40%
36%
24% Less effec.ve than online video
Same Neutral
More effec.ve than online video
TELEVISION
36
27%
46%
27%
Less effec.ve than online video Same Neutral
More effec.ve than online video
Do you consider online video adver3sing to be less effec3ve, the same (neutral) or more effec3ve than the following forms of adver3sing?
SOCIAL MEDIA
27%
24%
49%
Less effec.ve than online video Same Neutral
More effec.ve than online video
33%
49%
18% Less effec.ve than online video Same Neutral
More effec.ve than online video
SEARCH
DIRECT RESPONSE
37
Mobile Media
38
0% 20% 40% 60% 80% 100%
The overall strategy and approach of the
pharmaceu3cal and device industry towards mobile
Worst Possible Strategy
2
3
4
5
6
7
8
9
Best Possible Strategy
In this sec3on, the term "mobile" and "mobile media" will be used to describe the use of devices beyond the desktop – a broad category of portable devices. Given the vast majority of the mobile experience happens on smartphones and tablets today, please think of these devices for context. On a scale of 1 to 10, where 1 is the worst possible strategy and 10 is the best possible strategy, how would you rate the following.
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63%
13% 19%
50% 44%
13% 6% 0% 10% 20% 30% 40% 50% 60% 70%
Which of the following mobile "apps" have you implemented in the past 12 months, as a part of a marke3ng or branding campaign?
40
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The lack of network standards (format, specs) specific to mobile adver3sing has limited our investment to date
The lack of regulatory standards specific to mobile adver3sing for regulated products has limited our
investment to date
We are shiking our tradi3onal media budgets towards mobile placorms for physicians
We are shiking our tradi3onal media budgets towards mobile placorms for consumers
We see significant poten3al for online video adver3sing on mobile placorms
Strongly disagree 2 3 4 5 6 7 8 9 Strongly agree
Using a scale from 1 to 10, please state whether you disagree or agree with the following statements. 1 meaning "strongly disagree" and 10 meaning "strongly agree":
41
18%
20%
18%
35%
9%
Not at all important
Somewhat important
Not Sure
Somewhat important
Very important
How important is video to your mobile strategy in 2013?
42
9%
17%
15% 47%
12%
Not at all important
Somewhat important
Not Sure
Somewhat important
Very important
How important will video be to your mobile strategy in 2014?
43
Change Management
44
As digital marke3ng strategies become more prevalent, how have your regulatory departments and/or commibees shiked to accommodate these approval processes, given this shik towards digital-‐centric marke3ng efforts?
Heavy collabora.on., strong partnership Learn more about it. Watch for OPDP Lehers to set examples
Limited educa.on of review teams
No
No shii at all
The shii is occurring but the rate of change is not quick enough
being involved from the beginning not as an approval process
helpful, detailed oriented to understand they have moderately shiied
The digital team leads educa.on sessions discussing new plakorms and how regulatory can be involved
For the most part, embraced the new trends; done their best to keep current with FDA trends, best prac.ces, and created SOPs to accommodate for new plakorms
Ac.vely shaping solu.ons now versus just regula.ng...strong partnership with digital marke.ng team
45
How would you describe how your organiza3on is structured specific to digital?
56%
6%
38%
Centralized digital group working with all
Decentralized digital experts/leads embedded within brands
A hybrid model -‐ mix of centralized resources and decentralized leads embedded within brands
Other
46
Where does digital leadership reside within your organiza3on?
50%
6%
25%
6% 13%
0%
10%
20%
30%
40%
50%
60%
Marke.ng Informa.on technology
Communica.ons Centralized, integrated group
No one group owns -‐
leadership is spread
throughout the organiza.on
Other (please explain below)
Other
47
On a scale from 1 to 10, where 1 is not integrated at all and 10 is completely integrated, how integrated is digital within your organiza3on?
27%
20%
33%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Please rank digital integra3on within your company
Completely Integrated
9
8
7
6
5
4
3
2
Not integrated at all
5
6
7
8
48
What are the barriers to the greater use of digital communica3on technologies?
63%
13%
44% 44% 38%
44%
25%
6% 6% 0%
10%
20%
30%
40%
50%
60%
70%
49
What does your organiza3on view as the greatest benefits from digital communica3ons?
94%
50%
69%
38%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50
Does your organiza3on s3ll measure digital as a unique channel in 2013? For example, if "yes" ... you s3ll look at digital as an isolated channel and if "no" your organiza3on looks at digital within the overall strategy.
50% 50%
0%
10%
20%
30%
40%
50%
60%
Yes -‐ we look at digital in isola.on No -‐ we look at digital as fully integrated in our measurement metrics
51
How would you describe how you buy digital media and tradi3onal media today?
31%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
We buy tradi.onal media (such as TV and print) unique -‐ it is not linked with digital media buying
We have integrated our buying of tradi.onal media (such as TV and print) with our digital
media buying
52
How would you describe how you budget for digital media and tradi3onal media today?
13%
87%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
We budget for tradi.onal media (such as TV and print) as a unique budget -‐ it is not linked with
digital media budge.ng
We have integrated our budge.ng of tradi.onal media (such as TV and print) with our digital
media budge.ng
53
Respondent Demographics (Profile)
54
Please describe the type of company where you are employed today? This ques3on will be used for the subsequent analysis of the study by industry sector.
44%
8% 15%
20%
8% 5% a. Pharmaceu.cal company
b. Medical device company
c. Agency
d. Consul.ng firm
e. Technology company (such as Google)
f. OTHER
55
How many years have you been in your current posi3on?
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Value
Coun
t Percent
56
How would you describe your professional responsibili3es?
43%
29%
9%
20%
0% 10% 20% 30% 40% 50%
Working on a specific brand
Working on several brands
Working within the "digital group" within my organiza.on
Medical, legal, or regulatory
Other
Percent
Value
57
How would you describe your primary geographic focus?
74%
26% US
Europe
Asia
Truly Global
Other
58
For More Informa.on…
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DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to info@digitalhealthcoalition.org
60
DHC/Google 2013 Execu3ve Landscape Study