Healthcare Media Mixology: Mobile + Media + Health

#MediaMix@KantarMediaHC

Mobile + Media + Health

www.KantarMedia-healthcare.com’

Mobile is changing access to healthcare information

Over half the adult population (~139 MM) own smartphones or tablets

• 55% smartphone

• 35% tablet

Of these:

• 54% use for health-related activity

• 15% read magazines on device

• 78% use smartphone for professional purposes

• 51% use tablet for professional purposes

• 45% use both

• 5 of 10 receive medical journals via mobile device

• 6 of 10 search/read article archives

Consumers Physicians

Sources: Kantar Media – 2013 MARS Consumer Health studiesSeptember 2013 Physician Sources & Interactions, Oct ober 2013 Physician Mobile Device Usage studies

www.KantarMediaNA.com

What does the “mobile health consumer” look like?

• 55% female

• 48% 18-34 (vs 34% of total online population)

• 47% parents (vs 38% of total online population)

• More actively engaged in their health: 7.2 MM have asked for specific branded medication from their doctor

– Smartphone users 36% more likely than general population

– All mobile users 24% more likely than general population

3© 2013 Kantar Media

Sources: 2013 MARS Consumer Health studies


Locate pharmacy/clinic/ER

Health testing/tracking

Sympton checker

Diet/Nutrition

Fitness

0% 5% 10% 15% 20% 25% 30% 35% 40%

TabletSmartphone

Top consumer health mobile app types

© 2013 Kantar Media 4



Smartphone and tablet usage for healthcare research differs between 18-49 and 50+ consumers


Own Smartphone Own Tablet

68%

40%18-49

Own Smartphone Own Tablet

39%24%

50+

% used device for health activities in

last 30 days72% 58% 45%

Track exercise/workout

schedule

Track meals/calories

consumed

Look up first aid/emergency

information

Look for health/wellness

info at home


schedule

Look up drug at doctor’s or pharmacy

Look for health/wellness

info at home


schedule

61%

Mor

e lik

ely

to:



Mobile IS Social


Social networking is a reason for accessing the internet among 2/3 of smartphone or tablet owners while just over 1/3 among desktop /laptop only owners*

Smartphone and tablet users are over 2x more likely than PC-only users to visit and/or join health and wellness groups on social networking sites**

They’re content creators.

They:

Post comments to health forums or blogs

Update wikis or a personal health website/blog

Create or upload videos

Update others on their status**

The number of adults using their phones to look up health-related information has doubled since 2011*MARS Core Study - 41 million (2013), 19 million (2011)

and Social IS Health



Physicians’ top mobile activitiesAmong device users

Receive medical news 80%

Receive general news 79%

Webinars, online educ, CME 74%

View video 72%

Search/read archives of articles 71%

Document/image storage/sharing 68%

Research treatments/procedures 67%

Email colleagues 65%

Drug reference 62%

Diagnostic reference 62%


Maintain contact info 88%

Calendar 83%

Text colleagues 78%

Drug reference 78%

Receive general news 77%

Receive medical news 76%

Email colleagues 76%

Take static images 64%

Diagnostic reference 55%

Take video images 48%

smartphone tablet

Sources: Kantar Media - Physician Mobile Device Usage study, October 2013


Access for E.M.R/E.H.R.

Physician/social networking

Medical journal app

Diagnostic reference

Medical calculator

Drug reference

0% 25% 50% 75%

Smartphone Tablet

Doctors and mobile appsTypes of apps installed




• 28% email their patients

• 24% text with patients

• Of those that email/text patients on a mobile device

– half share links with patients – 2.5x more than doctors on average

– Twice as many e-prescribe

Doctor-Patient communicationDoctors are increasingly connecting with patients via mobile

© 2013 Kantar Media



“old hands”

“open adopters”

“not interested” “average”

Drug reference 91% 94% 69% 84%

Research treatments and procedures

77% 79% 39% 61%

Search/read article archives 72% 80% 38% 58%

Receive medical journals 70% 70% 24% 46%

EMR/EHR 57% 56% 19% 36%

E-prescribe 51% 36% 12% 27%

Remote patient monitoring 42% 32% 10% 20%

Physicians & MobileSegmentation shows differences in mobile adoption and usage


Old hands:• See more patients, write more prescriptions• Proportionally more in 35-44 year old range




Taking Advantage of the Tablet RevolutionInnovation Begins to Emerge for Magazine Apps

• Tablet magazine content is moving away from ‘print replica’

• Readers are being moved to enhanced interactive experiences

• As digital editorial products have evolved, ad formats and strategies are also changing

• However, much of the advertising has still not been fully optimized for tablet technology

INTERACTIVE GRAPHICS, EMBEDDED VIDEOS, WELL-FASHIONED NAVIGATION TOOLS

Paving the Way on Tablet Advertising InsightsKantar Media’s Approach

• Measuring all ads in 70 consumer magazine iPad apps

– Brand, Parent, Product Category

– Interactive features in the ads

• Data analysis

– Jan-Sept 2012 versus Jan-Sept 2013

– 47,248 tablet ad units of which 961 were healthcare

– Corresponding Print editions

1. Healthcare category is underweighted in Tablet as compared to Print

2.0% share of all tablet units versus 4.5% share of all print units

2. Tablet ad units up 13% YTD

OTC segment +20% Pharma segment +0%

3. 15% fewer Brands placing ads in tablets YTD (89 vs. 105)

One-half of this decline attributable to Brands that eliminated Print advertising in 2013

4. Print-to-Tablet conversion rate is 5x higher for OTC than Pharma

5. Only one healthcare Brand has used any interactive features in its tablet ads

Key Findings



Mobile Effectiveness:From Creative to CommerceN O V E M B E R 1 3 , 2 0 1 3

@alirana

SPECIALIZED CLIENT GROUPS

WORLD’SLARGEST

THOUGHT LEADERSHIP

13 YEARS OF DIGITAL INNOVATION

MOBILE CAMPAIGNS

450+500

DIGITALCAMPAIGNS

CROSS MEDIACAMPAIGNS

EMERGINGMEDIALABS

8,000

normative database of digital advertising

effectiveness

Millward Brown Digital

Our mobile data comes from three sources

Ad Effectiveness DatabaseNorms based on ad effectiveness research conducted in the campaign footprint

Mobile Behavioral PanelTrends in observed consumer behavior based on our mobile panel

Survey-Based ResearchConsumer research conducted via survey, primarily sourced from online panels

Mobile devices are ubiquitous in

consumers’ lives, but their value as a

marketing medium is highest at certain

touchpoints

MOBILE

IDENTIFYINGMARKETING

OPPORTUNITIES FOR

Mobile shopping habits are varied and widespread

Source: MBD’s Retail Shopper Survey, April, 2013. Path to Purchase Survey, August, 2013. Q: Which of the following shopping related activities have you performed on your mobile device in the past 3 months? Please select all that apply. Asked of recent mobile shoppers, (N=580)

Mobile shoppers engage in multiple activities; most are transactional in nature. PC shopping is more heavily oriented around research and consideration.

55% FOUND STORE INFORMATION

50% COMPARED PRICES

43% REVIEWED A PRODUCT DESCRIPTION

40% MADE A PURCHASE

37% LOOKED FOR COUPONS

35% CHECKED THE STATUS OF AN ORDER

34% CHECKED TO SEE IF AN ITEM IS IN-STOCK AT A SPECIFIC STORE

30% LOOKED UP SHIPPING INFORMATION

27% LOOKED AT PRODUCT REVIEWS

Read as: 37% of mobile shoppers (consumers using a mobile phone or

tablet to shop) looked for coupons

There is a time for mobile shopping…

Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers are defined by visitation to one of the selected 10 retail merchant properties..

Mobile shopping activity indexes higher on the weekends and at either end of the day when consumers are out and about (or on

the couch!)

Sun MonTue

sWed

Thurs Fri Sat

Early A

M (4-8)

Late

AM (8-12

)

(Early P

M (12-4

)

Late

PM (4-8)

Evenin

g (8-1

2)

Overni

ght (1

2-4)

16.1

13.612.7

14.2 14 14.115.3

10

19 19

2122

9

13.1

16.415.1 14.8 14.1 13.8

12.7

8

19

24 24

17

7

MOBILE PC

RETAIL VISIT DISTRIBUTIONBY DAY OF WEEK

RETAIL VISIT DISTRIBUTIONBY TIME OF DAY

Read as: 16.1% of mobile shopping visits take place on Sunday compared

with 13.1% of PC shopping visits.

68%

4%

5%

6%

5%

9%

2%

TABLET

But there isn’t really any one place – we shop everywhere we use our mobile devices

Source: MBD’s Path to Purchase Survey, August, 2013. Q: From which of the following locations did you most use your smart phone / tablet to look for information on [the product you were shopping for]? (Asked of recent mobile shoppers , N=544)

Smartphone shoppers shop from a variety of locations/context, while most tablet shoppers primarily

engage from home.

DISTRIBUTION OF MOBILE SHOPPING LOCATIONS / CONTEXT

36%

15%14%

13%

10%

8%

5%At Home

In a Store

Waiting

Commuting

Restaurant / Coffee Shop

Out of Town

Other

SMARTPHONE

Read as: 15% of mobile smart phone shoppers cited “in a store” as a place where

they did their mobile shopping.

Mobile Shoppers have a Distinctive Profile

Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers are defined by visitation to one of the selected 10 retail merchant properties.

Mobile shoppers are more likely to consume tech, media, travel, leisure and lifestyle content. Other content categories like news, weather, finance, navigation, productivity don’t

demonstrate this mobile bias.

Read as: Mobile shoppers are 3X more likely to be gaming enthusiasts than

PC shoppers.

3xMOVIE ENTHUSIASTS

3xGAME ENTHUSIASTS

2.5xTV ENTHUSIASTS

2.5xDINING ENTHUSIASTS

4xTECH ENTHUSIASTS

3xHEALTH / FITNESS ENTHUSIASTS

2xCOLLEGE / EDU ENTHUSIASTS

3.5xMUSIC ENTHUSIASTS

2xTRAVEL ENTHUSIASTS

4xBARGAIN HUNTERS

Advertisers have seen success in mobile based on several factors, including the ability to target on tight parameters

BETTER TARGETING

CONSUMER ACCEPTANCE OF MOBILE ADVERTISING

MORE FOCUSED AD COPY AND CONTENT DUE TOSIZE OR TECHNOLOGY CONSTRAINTS

THE SIZE OF THE AD COMPARED TO THE SIZE OF THE SCREEN

In fact, this targeting helps mobile outpace online advertising across the board

MOBILE ONLINEAided BrandAwareness

BrandFavorability

PurchaseIntent

+5.1

+15.1

+9.9

AdAwareness

MessageAssociation

+2.2

+3.8

+2.0

+3.5

+4.2

+1.2

+1.0

Source: Dynamic Logic MarketNorms for Online, last 3 years through Q3/2013, N=2,156 campaigns, n=2,289,237 respondents; Dynamic Logic’s AdIndex for Mobile Norms through Q3/2013; Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control

2008 2009 2010 2011 2012 2013

23.2

20.3

21.5

12.110.3 11.5

15.3

12

13.5

6.2

9.98

5.94.5

7.2

2.6

5.1 5.9

3.5

4.86.5

2.2

3.4 4.6

2.4 4.2

4.7 2.8

2.54.4

But the novelty factor has worn off: Mobile metrics are trending down

Source: Dynamic Logic, AdIndex for Mobile Norms through Q4/20122008 N=22 campaigns, 2009 N=39 campaigns, 2010 N=65 campaigns, 2011 N=68, 2012 N=117, 2013 (through Q3) N=74 Delta (Δ)=Exposed-Control

Aided Brand Awareness

Brand Favorability

Purchase Intent

Mobile Ad Awareness

Message Association

Percent Impacted: Delta (Δ)

Effective targeting can boost the performance of the best mobile campaigns, but it cannot compensate for poor creative

29

Perc

en

t Im

pact

ed

: D

elt

a (

Δ)

Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control

18.7

42.1

32.5

15.0 16.2

5.1

16.5

11.3

4.1 4.4

-5.0

-1.2

-1.7

-5.2 -5.3

Performance Among Target Mobile Best PerformersAverage Mobile PerformersMobile Worst Performers

Aided BrandAwareness

BrandFavorability

PurchaseIntent

Mobile AdAwareness

MessageAssociation

And, poor targeting can suppress the success of good campaigns and increase the detrimental impact of the worst campaigns

30

Perc

en

t Im

pact

ed

: D

elt

a (

Δ)

Aided BrandAwareness

BrandFavorability

PurchaseIntent

Mobile AdAwareness

MessageAssociation

17.2

37.6

21.9

14.7 15.6

4.7

13.1

7.2

2.5 2.7

-5.3

-1.9-3.6

-8.3 -8.6

Performance Outside Target Mobile Best PerformersAverage Mobile PerformersMobile Worst Performers

Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control

• A full logo (with brand name) should be placed in the corner of every frame

• Use no more than two messages – including the tagline

• Text should take up less than 50% of the layout

• Use at least one – but no more than two – bright colors

• It can be difficult to read text against a dark background; however, white backgrounds may blend into site content

• Offers with tangible value (coupons, games, useful information) can yield high impact

• Interactive elements (like social integration) can be more engaging in rich media

31

Clear and persistent branding

is important for building brand

awareness

A striking color palette can drive

ad recall, but legibility is paramount

Short, focused messaging plays well in mobile’s small format

Consumers respond to

mobile ads that give them

something back

MOBILE CREATIVE

BEST PRACTICES

Mobile Effectiveness:From Creative to CommerceN O V E M B E R 1 3 , 2 0 1 3

@alirana



Date post:	20-Aug-2015
Category:	Marketing
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Healthcare Media Mixology: Mobile + Media + Health

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