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Mobile Trends in the Pharma Advertising World
Adapted from a live presentation
from Google NY’s Mobile Trends in Pharma & Healthcare Advertising Event
Presented by
Silverlight Digital Speakers:
Lori Goldberg, CEO
Sandra Leung, Sr. Search and Account Manager
Contents
Mobile Trends in Pharma & Healthcare Advertising
*Digiday, January 2017
It’s no secret that mobile is growing:“Mobile internet is now growing at the expense of all other media. Seventypercentofinternetuseisnowonamobile, and the use of a desktop for internet will fall by almost 16 percent, this year.”
- Jonathan Barnard, Zenith, Head of ForecasFng
In a survey of how mobile devices and searches impacted paid search
performance in pharma & healthcare accounts:
Mobile trends, increasing impressions & clicks YOY:• Mobile ad impression rose from 30% in 2014 to 56% in 2017*
• Total CTRs (mobile and desktop) improved across all accounts
• Mobile CTRs consistently higher than desktop CTRs
*actual impressions through Feb of 2017, projected through end
Silverlight Data Reflects These Trends
Not only are more searches performed on mobile devices but the device draws more engagement year over year.
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CTR
Paid
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Paid Visits:YoY Trends by Device (Pharma Accounts)
Desktop Visits Mobile Visits Desktop CTR Mobile CTR
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Impressions: YoY Trends by Device (Pharma Accounts)
Desktop Impressions Mobile Impressions
*actual impressions through Feb of 2017, projected through end
Silverlight Data Reflects These Trends
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Retail
Auto
Financial
Telecom
CPG
Travel
Electronics
Entertainment
Pharma & Healthcare
Digital Ad Spend (in Billions)
Projected Digital Spend by Industry, 2020
*eMarketer, January 2017
While Healthcare’s total spend grew 15.4% between 2015 and 2016
Healthcare tends to invest less in digital when compared to other industries
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To recap, here’s what we know so far:
1) Mobile is eclipsing all other search types
2) Pharma and healthcare is growing, but not as rapidly as other sectors
The question then becomes…
Q: How can pharma & healthcare advertisers take advantage of
mobile trends to increase performance in today’s
marketplace?
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Ways that pharma advertisers
can learn from other
industries to stay ahead in
mobile advertising 6
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Understandwhatmakespa1entsloyaltoa
pharmabrand
�Challenge: With 22 patents scheduled to expire in 2017 pointing to a $5 billion dollar revenue loss, advertisers are facing loss of market share to generic drugs.
Strategy:Since we know that 40% of patients with a pre-existing condition ask for drugs by brand name, advertisers need to prioritize the establishment of brand loyalty as they draw patients in from “recently diagnosed” to “stabilized brand loyalist."
Success with Mobile Advertising #1
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What industry does brand loyalty extremely well?
Banking&Finance
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Success with Mobile Advertising #1
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Success with Mobile Advertising #1Establish Brand Loyalty
Retail Example: MasterCard
Campaign Premise: Q2 2015
• Mastercard created a customer loyalty campaign aimed at “surprising and delighting customers”
• MasterCard introduced a mobile app in their “Priceless Surprises” campaign as a way to gift free surprises, exciting gifts and experiences to customers.
• Partnered with brands (like Staples and Citibank to offer an array of experiences)
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Success with Mobile Advertising #1Establish Brand Loyalty
Retail Example: MasterCardMasterCard introduced a mobile app in their “Priceless Surprises” campaign as a way to gift free surprises, exciting gifts and experiences to customers.
In Action in Pharma: AllerganAllergan has introduced “Brilliant Distinctions,” a loyalty program with a mobile app that gives patients access to rewards and discounts on popular brand name drugs.
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KeyTakeaway:
�There is a critical window between the time patients begin searching
for a drug and when they become brand loyal to that drug.
It is crucial that brands find ways to intersect with a consumer’s regular usage habits to establish that sense of loyalty.
Success with Mobile Advertising #1Establish Brand Loyalty
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To get the remaining key mobile takeaways,
get in touch with us!
Michael Ackerman
Get the Rest!
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