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Mobile Marketing Overview

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A brief overview on mobile marketing and its evolving and potential role in pharmaceutical advertising and communication.
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A Brief Overview of Mobile Marketing With a Focus on Pharma
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Page 1: Mobile Marketing Overview

A Brief Overview of Mobile Marketing With a Focus on Pharma

Page 2: Mobile Marketing Overview

Topics Included • Mobile marketing definition• Market overview and relevant statistics• Advertising spending overview and options• Consumers and mobile couponing and health

information• Physicians mobile adoption and usage • Implications for pharmaceutical marketers• Best practices

Page 3: Mobile Marketing Overview

The “all knowing” source Wikipedia says…

Mobile marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. Mobile marketing

differs from most other forms of marketing communication in that it is often consumer initiated (by sending a mobile

originated message or MO), and requires the express consent of the consumer to receive future communications. This

infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.

Page 4: Mobile Marketing Overview

2/3 World population have mobile phones

Mobile market overview

Around the clock engagement

2011 ~ 250 billion searches

2/3 World population have mobile phones

7am

1pm8pm

11pm

Source: Think Health; Google 2/10.

Sea

rch

es p

er d

evic

e

450

400

350

300

250

200

150

100

50

02007 2008 2009 2010 2011

Search/PC

“50% of Web traffic will come through mobile devices within 5 years.”– Mary Meeker, Morgan Stanley

Page 5: Mobile Marketing Overview

Mobile statistics • US mobile Web now reaching 64.1MM users• 51% of those with text capabilities have said that

they have received a marketing or ad text message– 18% having received an offer or coupon

• 76% of those who access the Web using their phone say they have an unlimited usage plan – Primary activity is checking email (87%), followed by

“get scoring news or weather updates” and “locate a business, address or name” - both at 68%

– More than one-third download games, music or other content or watch a video

• In 2009, more people used their phone to text versus talk

Source: Mobile Marketing Association Statistics.

Page 6: Mobile Marketing Overview

Why mobile?

Source: Think Health, Google 2/10.

Today’s Phones…

The Sensory Revolution

Speaker

Voice

Camera

Eyes

Touch Screen

Skin

GPS Chip

Location

Microphone

Ears

Page 7: Mobile Marketing Overview

Mobile “effectiveness” is on the rise

Source: March 2009 US Interactive Marketing Forecast Online Survey.

“US Interactive Marketing Forecast, 2009 to 2014,” Forrester Research, Inc., July 2009.

Base: 204 Marketers0% 20% 40% 60% 80% 100%

INTERACTIVE MARKETING TACTICSCreative social media

Online videoSearch engine optimization (SEO)

Mobile marketingPaid placement in social media

Email marketingPaid search listings

Online classifieds or directory listingsDisplay ads through ad networks

Display ads through publishersTRADITIONAL MARKETING TACTICS

Direct mailTelevision

MagazinesOutdoor

TelemarketingRadio

NewspapersYellow pages

“In the next 3 years, do you think marketing’s effectiveness will increase, stay the same, or

decrease for each of the following?”

Increase

Stay the same

Decrease

Not applicable

Page 8: Mobile Marketing Overview

Mobile advertising spend is predicted to grow at a significant rate over the next 4 years

Source: Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only).

“US Interactive Marketing Forecast, 2009 to 2014,” Forrester Research, Inc., July 2009.

Interactive Marketing

Spend (US $millions)

$60,000

50,000

40,000

30,000

20,000

10,000

0

Mobile Marketing

Social Media

Email Marketing

Display Advertising

Search Marketing

Mobile MarketingSocial Media

Email MarketingDisplay Advertising

Search MarketingTOTAL

Percent of all ad spend

2009 2010 2011 2012 2013 2014 CAGR27%34%11%17%15%17%

$1,274$3,113$2,081

$16,900$31,588$54,956

21%

$561$935

$1,355$8,395

$17,765$29,012

13%

$1,131$2,254$1,867

$14,339$27,786$47,378

19%

$950$1,649$1,676

$11,732$24,299$40,306

17%

$748$1,217$1,504$9,846

$20,763$34,077

15%

$391$716

$1,248$7,829

$15,393$25,577

12%

Page 9: Mobile Marketing Overview

Source: Mobile Marketing Association.

Mobile advertising offers various options to meet various communications objectives/needs

The 5 most prominent mobile marketing tactics are SMS and MMS, Mobile Web, Applications, and Mobile Search

Advertising - with SMS being most prevalent

SMS MMS Mobile Web Applications Mobile Search

• Text only with 160 character limitation

• All mobile phones currently have SMS capabilities

• Rich media with graphics, photo, audio and video capabilities

• Banner advertising, rich media on the mobile Web

• Downloadable content/software to the phone (eg. games, news and lifestyle tools)

• Offers answers ANYWHERE

Page 10: Mobile Marketing Overview

SMS remains the #1 mobile advertising option

• Texting has become more popular than calling– Text messages have shot up 450% in the last 2

years• Ad spend on mobile message advertising will

lead the mobile category until 2012

Source: M3 Health Mobile/Nielsen.

Overall 35-44

US Consumer Usage: Text vs. Call

Average per month (send/receive)

Number of Text

Messages

357

Number of Calls

204

Number of Text

Messages

223

Number of Calls

236

Page 11: Mobile Marketing Overview

While mCouponing is on the rise, consumers are slow to adopt

Source: Honey Well, “Mobile Couponing” by Harris Interactive, provided to eMarketer 1/12/10.N= 2,257.

Percent US Internet Users

I have used my mobile phone to store a coupon electrically

I would like to hear from retailers about deals and sales via text message

I am able to access coupons on my mobile phone

I would utilize coupons more if I was able to access them on my mobile phone

I am interested in receiving coupons from retailers via my mobile phone

I am/would be comfortable using my mobile phone to store coupons rather than printing them out

2%

5%

6%

6%

7%

10%

Page 12: Mobile Marketing Overview

Consumers are willing to share their number to receive coupons

Source: Honey Well, “Mobile Couponing” by Harris Interactive, provided to eMarketer 1/12/10.N= 640 who would share their mobile number with retailers to receive coupons.

I would pay a nominal fee ($-0.5-$0.25) for each mobilecoupon I receive via text message in order to receive a

lower price on goods I want to purchase

I would prefer to receive mobile coupons only when I take specific action (i.e. texting a short phrase)

I would provide my mobile number to retailers in order to receive mobile coupons periodically as long as they

do not use it for any other purposes

I would prefer to regularly log onto a mobile coupon Web site in order to choose which coupons are sent

to my mobile phone

1%

9%

11%

18%

Percent US Internet Users

Page 13: Mobile Marketing Overview

There are a growing number of US consumers using their mobile device to access health information

Source: Manhattan Research, Cybercitizen Health®.

Source: Manhattan Research, ePharma Consumer® v9.0.

Although only 10% of US consumers currently use their mobile device for health purposes, there are 20 million of them and they have doubled from 2008 to 2009

There are multiple opportunities in health and for pharma given consumers’ expectations and interests

Consumers accessing health information from their cellular phone, smartphone, or PDA

(in millions)

Cellular PDA or Smartphone

2008 2009

10.2

20.2

Top therapeutic categories:

• ADHD• Anxiety• Migraine

Top Activities of Use/Interest Among ePharma Consumers*

• Searching health info through browser or text

• Receiving discounts or coupons on Rx drugs

• Use a service that reminds me to refill my Rx

Among those with cellular phone, smartphone, or other mobile devices

*ePharma Consumers: Consumers who have researched prescription drug information online in the past 12 months for themselves or others

Page 14: Mobile Marketing Overview

Consumers have positive attitudes towards mCouponing but use for healthcare is not currently on their radar

• 63% of consumers feel a coupon is the most valuable form of mobile marketing– Most interested

in receiving

Source: M3 Health Mobile/Nielsen.

36%

29%26% 26%

21%

Grocerycoupons

Scanablebarcodes

Offers to save and pursue at

leisure

Movietheateroffers

Ads via SMS when going by a retailer with a promotion/

coupon

Page 15: Mobile Marketing Overview

Consumer directed mCoupon examples

• User sees an advertisement for a free trial in a doctor’s office and calls the toll free number

• User hears a message and is asked to press “1” to request a text message to their phone

• Using caller ID, a text message is delivered to their cell phone containing coupon information. Redeemed at pharmacies

• Text message is as follows: “Free 30-day trial of Lipitor, show msg and prescription to pharmacist. BIN 123456 GRP 12345678 Mem #: 12345678901. Processing questions, call: 800-123-4567”

Source: ipsh.

Page 16: Mobile Marketing Overview

More mCoupon examples

1. Sleep aid medication – advertised in doctors’ offices, users text “help” to SLEEP (75337) to receive periodic tips for easing insomnia along with an mCoupon for a free trial

2. Allergy medication – advertised in doctors’ offices, users text their zip code to ALLRGY (255748) to receive local pollen count alerts along with an mCoupon for a free trial

3. Cardiovascular medication – advertised in doctors’ offices, users text “heart” to HEALTH (432584) to receive periodic “healthy heart” diet tips along with an mCoupon for a free trial

Source: ipsh.

Note: These programs are no longer active per most recent testing

Page 17: Mobile Marketing Overview

mCouponing is Global Pollen Count Text Alerts

• Novartis offered a pollen count text alert service to promote the launch of a new allergy nasal spray (Aller-eze) for hay fever sufferers during National Allergy Week 2003 in England

• According to 160characters.org, the Pollen Count Alert text message service enabled sufferers to receive personalized, up-to-date, regular pollen count information by SMS with special alerts on days when the pollen counts were particularly high in their geographic location along with tips to help manage hay fever

Source: ipsh.

Page 18: Mobile Marketing Overview

Physicians are using mobile devices to access relevant medical information

Source: Hall & Partners and Google Custom HCP Study, August 2009.

Page 19: Mobile Marketing Overview

The physicians mobile device is becoming a critical tool

• Physicians are spending more time using smartphones to access the most up-to-date online medical and pharmaceutical resources at a variety of points throughout the day

Source: Manhattan Research, Taking the Pulse® v9.0.

Number of times access clinical application during day on

PDA/smartphone

5 or More

None

Once

2 to 4 Times

Among owners

On weekends

During patient consults

Before or after work

Between patient consults

0% 20% 40% 60% 80% 100%

Page 20: Mobile Marketing Overview

Health Applications are skyrocketing!

• Over the past 6 months the number of health applications has increased from just a few hundred to over 6,000 health apps

• About 30% of all health related Applications are intended for use by healthcare professionals (physicians, nurses, medical students and others)

• More than 87% of the health applications available for Smartphones are found in Apple's AppStore for iPhone, iPad and iPod touch users

• Google's Android Market has the next largest swath of health related apps, but is one tenth the size of the Apple’s

“The more than 1,700 smartphone applications specifically designed for use by healthcare professionals include a wide variety of apps: Medical reference applications, medical calculators, electronic medical records (EMR) apps,

charge capture apps, patient scheduler applications and more,” says Brian Dolan, editor of MobiHealthNews and author of the report. "Not

surprisingly, the largest grouping of apps for healthcare professionals is medical reference applications.” 

Source: MobiHealthNews, 3/1/10.

Page 21: Mobile Marketing Overview

Physicians are open to an ever-expanding use of mobile devices to perform multiple activities

HCP Current Smartphone Activities• Checking email (85%)• Jotting down notes and memos (72%)• Prescription drug reference (50%)• Clinical decision support (28%)

Source: Augme Mobile Health, ePharma Summit, 2/10

• Medical image viewing

• E-Prescribing

• Lab orders and results

• Billing, coding, and claims

HCP EVOLVING SMARTPHONE ACTIVITIES

• Appointment scheduling

• Patient records management

• Downloading patient educational materials

Page 22: Mobile Marketing Overview

Implications for Pharma: Consumer

• Increase response rates to current acquisition tactics with short codes

• Enhance compliance and adherence programs• Experiment with targeted viral capabilities to

increase awareness• Experiment with mobile search to determine

how standard tactics play in pharma– 75% of mobile search users will not go to the

second page of results• Leverage data/metrics from mobile marketing to

learn and benchmark performance

Source: eMarketing University - ePharma Summit 2/09.

Page 23: Mobile Marketing Overview

Implications for Pharma: HCPs

• Push content– Leverage 3rd party solutions to push content

to physicians• Develop/provide in-house applications

– Diagnosis tools– Patients/physician dialogue tools

• 3rd Party tools and apps– Partner with 3rd parties to advertise

or sponsor content

Source: eMarketing University - ePharma Summit 2/09.

Page 24: Mobile Marketing Overview

Always remember best practices when developing a mobile strategy

• Match the campaign goals to the appropriate mobile tactics and offers• Measure, measure, measure…

Source: M3 Health Mobile Marketing.

One Time Interactions• On demand coupons• Premium

downloads• Links to mobile Web

Ongoing Mobile RM*• Surveys/Quizzes• Segment marketing• Reminder programs

Acquisition Programs• Link to mobile Web RM • Sign-up for email RM• Instant connect from

DTC

* Relationship management

Page 25: Mobile Marketing Overview

For more information

Feel free to contact…

Amy LevinsonVP, Communications [email protected]

or

Mike MyersPresident, [email protected]


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