TRENDSDIGITAL Changing the frontlines of health and wellness marketing in 2012

TRENDS WE’RE WATCHING

First movers in health careHow pharma, biotech, and

wellness leaders are responding

Change we see ahead

What we’re watching for 2012

and beyond

Big shifts underway

What’s changing marketing right now

Jump to page 56 for the big new stuff

BIG SHIFTS UNDERWAYWhat’s changing marketing right now

BIG SHIFTS UNDERWAY

The digital practice

Personal search

Mobile health

Long form on the screen

Gaming is fun again

BIG SHIFTS UNDERWAY

The digital practice

Technology is fundamentally changing how health care professionals interact with each other and their patients.

Let’s take a peek inside ….

BIG SHIFTS UNDERWAY

Personal search

The explosion of channels and proliferation of media have left us hyper connected and information overwhelmed. Today’s searchers don’t want more opinions; they want a clear path to the most relevant, credible ones. Who do they trust? Google?

Prolia

OR THE FILTER OF THE NETWORK THEY’VE BUILTACROSS SOCIAL MEDIA?

Searching not only the entire web, but the preferences of people like me

Prolia

THE LINES BETWEEN SOCIAL, SEARCH, AND MEDIA ARE GETTING BLURRY

All content feeds search

Social interactions with content

improve search

All content can enable

and encouragesocial interactions (which will, in turn, improve search)

THEN: ALGORITHMS DELIVERED CONSISTENT SEARCH RESULTS

NOW: SOCIAL CUSTOMIZES SEARCH RESULTS JUST FOR YOU

BIG SHIFTS UNDERWAY

Mobile health

Remote patient-monitoring devices have the fastest-growing yearly revenue of any medical device sector. From 2008 to 2010, the growth rate was an impressive 23%, and revenue is expected to double in the next four years.

It is unusual to see more than 20% growth in the tight, volume-buy medical device market, but the new wireless patient-monitoring systems are surpassing that because they appeal both to the need of payers to cut hospital stays and to the need of providers to deal with reduced staff.

Kalorama Information, “Remote and Wireless Patient Monitoring Markets,” 2011

WHY? IT WORKS …

Kaiser Permanent researchers found that home-based monitoring tools helped control hypertension. 20% more patients lowered their blood pressure to healthy levels within six months.

In a randomized controlled study, Partners Healthcare’s Center for Connected Health found that Vitality’s GlowCaps service raised medication adherence rates 27% for hypertensive patients.

71% 98% 38% 58%

IT’S NOT JUST HEALTH CARE, MHEALTH IS SELF-CARE

consumer health apps currently in the iTunes store

expected by next summer

9,000

+4,000

These apps offer a mind-boggling array of health support, like:

• Calculating calories burned during exercise

• Creating soundtracks to help people fall asleep

• Displaying pictures that can elicit memories from Alzheimer’s patients

• Quantifying pain over time

REGULATORS ARE STARTING TO WATCH APP “EFFICACY”

FTC

FDA

Said two app makers falsely claimed that their apps would eradicate blemishes (with light).

DermApps and Acne Pwner will have to return the $14,294 and $1,700, respectively, that people paid for the apps.

This summer, the FDA issued draft guidelines for mobile medical devices.

They’re focused on tools that act like devices – not health and wellness apps or even true medical apps

BIG SHIFTS UNDERWAY

Long form on the screen

This is the first year we’ve really gone long form on the little screen. People are devouring content and calling into question everything we think we know about how to write and create for digital mediums.

THE iPAD AND KINDLE CHANGED HOW PEOPLE USE SCREENS

Amazon sells 105 eBooks for every 100 print-and-paper books

- Amazon, July 2011

PUBLISHERS HAVE STARTED TO CRACK THE CODE TOO

These three leaders have created new best practices on how to publish to the screen.

HOW WILL IT CHANGE BRAND MARKETING?

FROM: BULLET POINTS TO: SOLID NARRATIVES

FROM: 30-SECOND CLIPS TO: BRAND JOURNALISM

FROM: CREATING TO: CURATING

BIG SHIFTS UNDERWAY

Gaming is fun again

Gaming is a big part of American life. How could translating that interface to medicine promote healthier choices and longer lives?

MOST OF THE WAYS WE INTERACT WITH HEALTH CARE ARE UNINSPIRING

The interface of health care is broken

We’re not engaging people

• We give them 7 minutes in the exam room.

• Confront them with complicated, paper-based adherence tools.

• Set a lot of requirements but give few rewards.

GAMING IS THE NEW AMERICAN PASTIME

42%26%

40% 34YEARS

Is the average age of gamers (they’ve been playing for ~12 years).

of heads of households play games on a wireless device.

of Americans over the age of 50 play

video games.

Of gamers are women. In fact, a greater

number of women than boys under age 17 play.

ESA, 2009/2010

Zynga Valuation: $7–10 Billion(Social Games/Farmville)

EA Games Valuation: $5–7 Billion(Sims, Madden, Rock Band)

Groupon Valuation: $23–25 Billion(game mechanics-driven daily deals)

Relative Industry Global Sales Comparison• Game: $70 Billion• Music: $40 Billion• Movie: $30 Billion

GAMING IS MORE THAN WORLD OF WARCRAFT

67%of US householdsplay video games

GAMES LEAD TO HEALTHIER BEHAVIOR AND OUTCOMES

“The beauty of a game is that it gives you a goal.”

People will work longer and harder if you give them a goal.

- Debra Lieberman of the Institute for Social, Behavioral and Economic Research (ISBER) at the University of California, Santa Barbara

IN ONE STUDY, RESEARCHERS FOUND THAT GAMES MAKE PEOPLE “BETTER PATIENTS”

Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A Randomized Trial, 2008

16% improvement in adherence

More knowledgeable about care plan

More engaged in their treatment

THE EVIDENCE HAS CONVINCED HEALTH AND WELLNESS LEADERS

• Humana has now dedicated part of its innovation department to gaming.• Along with CIGNA and Aetna, it’s been an early mover and getting challenge

and educational games in the hands of members.

Payers are leading the way

• That’s how much venture capital has been poured into health games in the last five years.

$50 million investment

• Major CPG companies are building their offers with wellness gaming.• Johnson & Johnson, Unilever, Kraft, Nike, Apple, Disney, and others are

developing new products related to health gaming.CPG is joining in

TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009

FIRST MOVERS IN HEALTH CAREHow pharma, biotech, and wellness leaders are responding

FIRST MOVERS IN HEALTH CARE

Better tools for reps

Truly mobile sites

Value around the pill

Warm leads from the marketing suite

New metrics and ROI models

FIRST MOVERS IN HEALTH CARE

Better tools for reps

The iPad has had amazing uptake by pharma and biotech. It’s becoming the center of a new kind of sales toolkit – one that’s more about showing than telling.

THE iPAD HAS BEEN ADOPTED BY TEAMS AROUND THE WORLD

First Word, 2011

TO CREATE EXPERIENCES THAT ARE REMEMBERED IN THE PRACTICE

Manhattan Research, 2011

1:2 (U.S.) physicians say they have received a detail on an iPad or similar tablet.

Brands whose tablet details they remember most:

ON TABLETS, THE DETAIL CAN BE PART OF AN INTEGRATED TOOL KIT

THE DETAILING SUITE

MORE EFFICIENT

MORE EFFECTIVE

In person

Remote / virtual

Self-guided

Formulary

Leave behind

App tools

Resources

CRM

Productivity

Sampling

Community

NEW POSSIBILITIES

We can create experiences we could have never created before.

1 CUSTOM, NOT CANNED

The iPad can support scenario selling - Allowing your reps to customize the detail to the practice.

Use what you know

Ask what you don’t

To create experiences that are custom fit

2 TOOLS, NOT TALK

Physicians want to use your brand (not just hear about it). 

• What can your brand create that makes running the practice easier.

• Or conversations with patients more powerful?

• Demonstrate it in the detail and leave it behind with a short URL.

3 BE LOGICAL, NOT LINEAR

Conversations never follow the path you sketched out on a white board.

  • Hot spots and callouts let reps drill down into the data or ideas the physician is most interested in.

• Multiple paths create a sense of discovery.

• All while keeping the detail in the 2-minute window.

4 SHOP, DON’T DROP

Short are the days of Trunk Stock. Today’s docs want a more personal, flexible leave behind.

  • We have content physicians want: tools that support their patients.

• How can we merchandise that in a way that lets docs choose?

• And deliver it to them any way they want.

5 STORY BUILDING, NOT STORYTELLING

The iPad can create a virtual lab, an interactive OR, or any other space you might want to collaborate in

  We can build scenarios together.

• That reflect the practice’s real patients.

• And demonstrate the impact of a therapeutic.

FIRST MOVERS IN HEALTH CARE

Truly mobile sites

By 2015, more people will access the web from mobile devices than from computers. Over half of physicians are already accessing the mobile web more than 5x/day in their practice.

BUT: Only 4% of pharma websites are mobile friendly.

Morgan Stanley, 2010Manhattan Research, 2011The Lathe, 2011

FIRST MOVERS KNOW:

It’s not just about the experience.Desktop websites are not designed for small screens.Some say that mobile could become a mandate.

• Logo

• Branding

• Claim

• Indication

• ISI

BEST PRACTICE: MERCK’S JANUMET• Great, touch-friendly

design with big buttons, clear graphics

• Safety information snippets at top of page.

• Phone numbers are active – just tap to start a call

BEST PRACTICE: SANOFI-AVENTIS’ LANTUS

• One of the first mobile sites and still one of our favorites

• Dashboard-style navigation

• App-like navigation

BEST PRACTICE:NOVO NORDISK’S VICTOZA• Strong branding

• HCP focus

• Easy scroll text pages

FIRST MOVERS IN HEALTH CARE

Value around the pill

Relationships aren’t built on price and product - they’re built on unique value. We create product + programs designed to build more lasting relationships with brand stakeholders and deliver lasting sales (not just trial and new acquisitions).

TOOLS THAT EMPOWER PATIENTS

Sanofi-Aventis created GoMeals to support people managing their diabetes. The clever app has calculators and tools that make mealtime decisions easier.

~3,000 people per month visit the GoMeals site. The app itself has 264 reviews across two app stores with

an average rating of 3.5 – 4 stars.

TOOLS THAT POWER BETTER CONVERSATIONSKing Pharmaceuticals’ PainBalance site brings together an incredible collection of tools – from clinical aids to surveys, educational content, REMS, and more.

The site’s visual aids are the most impressive components – they’re exam room ready and

in formats for nearly every device. The site has earned

a lot of time and attention – rating as many as 15,000

visitors in a month and 4-6 minutes of time per visit.

AND TOOLS THAT POWER LASTING COMMITMENTS50% of people who should get colonoscopy screenings choose not to. The reasons are familiar: it’s scary, the prep is awful. Salix decided to create a tool that answered all their real questions – in the voice of someone like me.

• Up to 50,000 visitors/month

• Used on provider sites

• 30,000 requests for printed copies

• 200 hospital requests

• 2,000 HCP requests

FIRST MOVERS IN HEALTH CARE

Warm leads from the marketing suite

Marketing strategies and tools have usually been designed to support or augment the sales force. But, some pharma companies are rethinking that: they’re using marketing to create warmer handoffs and make personal connections.

PFIZER CREATED A TRULY HUMAN-CONNECTED PROGRAMPfizer took the lead on creating an esampling program that supported – instead of competed with – the sales force.

Reps have 48 hours to choose to respond to esample requests in person.

If they don’t, the esample is automatically shipped to the OB, and that office can be added to a “no see” marketing list.

All esample requests are automatically referred to the relevant sales rep (based on zip code or practice address).

FIRST MOVERS IN HEALTH CARE

New metrics and ROI models

One of the critical success factors to creating sustainable investments in new mediums is getting the right metrics in place: How will we ultimately judge ROI, and what performance indicators are essential to watch along the way?

NEW METRIC #1:SUSTAINED BEHAVIOR CHANGE

Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health

Pharma is supporting real change.• It’s not about taking one drug or

asking one question.

• It’s about making better choices, one by one, every day.

“There's a huge disconnect between

our long-term aspirations and

moment-to-moment choices.”

NEW METRIC #2: RETURN ON REPUTATION

“Ads can’t change people’s minds, only actions can.”

• Invest in places they can make a difference.

• And let people tell each other what kind of company Pfizer really is.

Sally Susman, SVP and chief communications officer for Pfizer

NEW METRIC #3: SERVICE RATINGS

GSK took a big step toward building lasting relationships with health care providers and regaining the public’s trust.

• In an effort to sync its actions with its values.

• GSK moved revolutionized its sales incentive model.

• And, quickly won the #1 preferred sales force of PCPs.

CHANGES WE SEE AHEADWhat we’re watching for 2012 and beyond

CHANGES WE SEE AHEAD

Personal clouds

NFC

Gated social communities

Internet TV (finally)

Connected cars and houses

CHANGES WE SEE AHEAD

Personal clouds

This is not the post-PC era. The PC will be alive and well, but the personal cloud will replace the PC as the location where users access their content. We’re already seeing people interact with cloud services like Amazon Music, Netflix, Google Docs and Apple’s iCloud.

THE ERA OF SCREENS, PART 1

FROM: SYNCHRONIZE ALL YOUR DEVICES TO: SAVE ONCE, SEE ANYWHERE

By 2015, the biggest difference we’re going to see between a connected TV, AIO PC and tablet may be the screen size.

CONSUMERS CAN USE SHARED SERVERS OR AT-HOME HARDWARE TO CREATE THEIR OWN CLOUD

In this age of personal curation, the things we save and create can be accessed on any device we touch.

DIY Cloud

CHANGES WE SEE AHEAD

NFC

NFC facilitates spontaneous, impulse-driven interactions due to the simplicity of its use. Simply tap an NFC touch point with your phone, and initiate some kind of relationship with a company.

THE NEXT EVOLUTION OF ENGAGEMENT ISN’T TYPING OR EVEN SCANNING, IT’S TAPPING

This is the kind of “ah ha” ease of use that inspires rapid adoption and bridges the technology divide.

THAT IS, AS SOON AS THE HARDWARE CATCHES UP…Today, most of the new Android smartphones have NFC.

But Apple and RIM have been slower to adopt.

See the full list: http://bit.ly/nfclist

WE’RE ALREADY SEEING TEST CAMPAIGNS

WHAT ELSE COULD MARKETERS DO?Prompt immediate joining or opt-ins:

Initiate a phone call, text, or email:

CHANGES WE SEE AHEAD

Gated social communities

Sites like MySpace and Facebook are designed to attract a broad base of users. Newer breeds, like Small World and the forthcoming Diamond Lounge, are building business plans based on exclusivity and the age-old custom of keeping out the riffraff.

OMG, MY MOM JOINED FACEBOOKOur human need to share things with our friends and fellow travelers is balanced by a need for intimacy with “people like me.”

THE FIRST BIG MOVER IN GATED COMMUNITIES IS ACTUALLY A MACRO COMMUNITY

WHAT’S NEXT: MICRO HEALTH SUPPORT NETWORKSAd hoc groups of 10-15 that include your actual care team

CHANGES WE SEE AHEAD

Internet TV (finally)

We’ve been talking about Internet TV since at least 2003. The tipping point seems to finally be here. And the difference is bandwidth. The devices that are popping up to take advantage of the new combination of connectivity and content range from newbies like Roku to gaming platforms like Playstation and old hands at TV like Sony.

THE ERA OF SCREENS, PART 2Internet TV makes programming more vast and more personal. Now living room content can come from anywhere – not just a cable provider.

WIFI IS BUILT IN SO THAT YOU CAN SEARCH WHILE YOU WATCHInstantly asking questions to Dr. Google, WebMD, or YouTube – right from your remote

CHANGES WE SEE AHEAD

Connected cars and houses

The industry has not made real connectedness happen as quickly as it should have, in large part because of fragmentation. Today, there are few ways to establish peer-to-peer connections between devices in the home. But this fall, the industry finally started coming together to establish those standards. The new age of connectivity will be powered by your handheld device – increasingly acting as a remote control to your home, car, and world.

FORD AND TOYOTA ARE CREATING IN-CAR HEALTH MANAGEMENT SYSTEMS THAT MONITOR REAL-TIME BIOMETRICS

ECG (electrocardiogram) tracking through the steering wheel

Bluetooth integration of Medtronic’s continuous glucose monitor

Reminders and touchscreen control of WellDoc’s disease management support

Real-time allergy indexes from SDI Health

TODAY, THE MEDCOTTAGE IS BRINGING TECHNOLOGY-POWERED CAREGIVING TO THE BACKYARD

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse