DigiPharm - Multiscreen Healthcare: Doctors, Pharma and Patients use of Mobile

Sam Walmsley - Mobile Consultant

Multi-screen healthcare

Wednesday, 26 September 12

Hello DigiPharm I work as consultant at Bluelight

Bluelight is a consultancy providing compliant mobile and digital strategy to pharmaceutical companies

In mobile we provide strategy, mobile marketing, app support and mobile web delivery

@sammielw

1. Multiscreen Health2. The mobile pharmaceutical company 3. Apps as a mobile strategy4. Where to start & questions to ask5. Whats next

Agenda

What do you expect as a customer?

I want what I want, when I want it, where I want it

I want content independent of location, platform, time or nature of request

I want no restrictions, and I want it portable

I want a seamless multichannel experiences

Adapted'by'Paul'Dixey'

HCPs in Europe

Multiscreen Health

The multiscreen doctor

Ref: Manhattan Research, Taking the Pulse Europe 2011

Mobile content

Search

Scientific articles

Watch videos

Social Networks

0 15 30 45 60 75 90

71SmartphonesTablets

Ref: Manhattan Research, Taking the Pulse Europe 2011

How doctors use smartphones

Ref: Taking the Pulse 2011 (EU)

75% check email70% send email

74% search internet

74% text59% browse web

30% instant message

52% download apps

52% multimediamessaging

21% watch online videos

14% social networking

iPad engagement

Ref: BMJ Aug 2012 analytic data

Apple iPad

Apple iPhone

Sony Ericsson Xperia

Samsung G

alaxy SII

Apple iPod Touch

Samsung G

alaxy Note

Samsung G

alaxy Nexus

RIM Blackberry Bold Touch

Samsung G

alaxy S

No. pages visitAv. visit duration

Apple devices & medical content

0%0%0%1%2%2%3%

38%53%

Apple iPadApple iPhoneSony Ericsson XperiaSamsung GalaxyApple iPod TouchSamsung Galaxy NoteSamsung Galaxy NexusRIM Blackberry Bold TouchSamsung Galaxy S

European handsets

Apple iPhoneAndroid GoogleNokia SamsungWindow MobileBlackberryPalmOther

Ref: Taking the Pulse 2011 Europe

Variations by country

Ref: Elsevier EPS 2012 n=1093

66% 21% 48%

74% 14% 66%

64% 17% 28%

60% 22% 40%

Daily use of devices for professional

purposes

More screens, more access

Ref: Taking the Pulse 2012 (US)

Doctors with 3 screens

Spend more time online

Go online more often

Resources

Consumers

EU Smartphone data

www.ourmobileplanet.com

Pharma is NOT Multi-screen

Pharma

Mobile Pharma

4 out of 20 pharmaceutical corporate websites have a mobile presence

Ref: Bluelight research based on top 20 pharma companies

based on revenue (.com)

Brand.com sites

Ref: Bluelight research, based on 2011 brand prescription

sales by volume

out of top 20 pharmaceutical prescription brand websites have a

mobile presence

of traffic searching for the brand is from a mobile

device

Brand.com sites

sales by volume

0 out of top 20 pharmaceutical prescription brand websites have a

mobile presence

of traffic searching for the brand is from a mobile

device

Brand.com sites

sales by volume

0 out of top 20 pharmaceutical prescription brand websites have a

mobile presence

20%of traffic searching for the brand is from a mobile

device

Oncology

sales in oncologyRef: Oncology Skyscape 2011

82%of oncologists consult their mobile device 4 or more times a day

How many oncology mobile brand sites?

Oncology

1How many oncology mobile brand sites?

Oncology

1How many oncology mobile brand sites?

Top 100 advertiser sites

Non-optimised

Optimised sites

Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

Non-optimised

Optimised sites

63% 37%

Non-optimised

Optimised sites

Does it matter?

Ref: Manha*an Research – Google Physician Channel Adop:on Study (US) 2012

out of HCPs are likely to abandon the mobile website if its not optimised for a

smartphone

report that they are led to mobile optimised sites only occasionally

Does it matter?

62%out of HCPs are likely to abandon the mobile website if its not optimised for a

smartphone

Does it matter?

smartphone

Does it matter?

smartphone

On average a mobile friendly content increases time spent on site and third more visitors

The focus on apps not multi-device or screens

Apps as a mobile strategy

Health Apps

Ref: Pew Internet & American Life Project 2012, D4 2011

of Americans have downloaded a health

of iPhone apps created by pharma

of HCPs have downloaded app

Health Apps

100’s

Health Apps

100’s

Health Apps

100’s

Health Apps

Ref: Localis:cs, Pinch Media, Deloi*e

are still in use after 1 month

of iPhone apps are only used once

of branded apps reach 1,000 downloads

Health Apps

Apps are challengingAre health

apps medical devices?

Marketing plan

Are they cost effective?

Right audience and

handsetContent plan

Apps are challengingAre health

apps medical devices?

Marketing plan

Are they cost effective?

Right audience and

handset

Building a iPhone app isn’t a mobile strategy

Content plan

& questions to ask

Where to start

1.Research

• % of audience accessing your site from different devices

• How does your audience behave on your site from mobile device?

Mobile searchHow does your site render on mobile devices

Audience Insights

GoogleSEO

Google Analytics

Testing & W3C

2. Mobile searchBack to basics SEO ensure technical, speeds and tagging of web content.

Both desktop & mobile search benefit speed, relevance and simplicity

3. Developing mobile content How should you

develop your mobile site?

Same content / offer in mobile & desktop

Most of your users have smartphones/

tablets

Can you easily redesign / adapt your

RESPONSIVE WEB DESIGN

DYNAMIC SERVING WITH

USER DETECTION

SEPARATE URL VERSIONS

YES NO

1 URL for mobile & desktopCAN YOU

IMPLEMENT IT?

Adapted from: Solis' BrightonSEO Wednesday, 26 September 12

Responsive web

Smart PhonesTabletsNetbooksDesktops

Responsive Web Design

Website iPad/Tablet Apps Mobile Site/Mobile Apps

1680 x 1050

1024 x 768 768 x 1024480 x320

320 x480

Covers all devices

Earth Hour

Boston Globe

http://us.onsior.com/

Onsior NAH

4. Promotion

Huge topic

Mobile Traffic & SEM

The mobile site receives 38% of

traffic

The PPC : Desktop search provides

click through rate (CTR) of 9%, with

cost per click (CPC) £0.28.

However mobile PPC provides higher

CTR of 11% and significantly lower

CPC at only 11p

Mobile Site:

www.m.emergencycontraception.ie

Desktop Site:

www.emergencycontraception.ie

Future gazing

Whats next.....

Multiscreen Ownership

HTML5 FT.com

http://www.smartinsights.com/mobile-marketing/mobile-design/

mobile-apps-native-not-always-best-html-web-apps-may-rule-in-the-

future/

Mobile apps: native not always best, HTML web apps may rule in the future?

FT.com have created a successful HTML5 app

Final Thoughts

Sam Walmsley - Mobile Consultant

How to contact me

sam@bluelightpartners.com

+447961

755889

Twitter/Slideshare: @sammielw

orLinkedIn

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