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A report on how healthcare/pharmaceutical industry is transforming since past few decades. The presentation gives an insight on what are the new trends in healthcare industry and the relative indicators.
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Healthcare Trends - 2013
Mithu Deb 1
Global adults look online for health information
53% say information found online lead them to ask a doctor new questions
Today more than 80 million US adults use social media for health-related issues
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Digital is Critical for Life
Increase brand awareness
Create dialogue between patients and physicians
Build Rx loyalty
Encourage patient compliance
Educate consumers
Understand your Goals
3
Online Behaviour Impacts New Patient Starts
Online marketing efforts have a significant incremental effect on new patient starts
Prospective Patient online but not on Rx yet
New Patient; More Likely Exposure
Visit Brand Website
Click on Display Media
Click on Paid Search ad
4
Online Behaviour Impacts Rx Adherence
Online marketing efforts have a significant incremental effect on adherence/next fill among existing patients
Patient on Rx More Likely; Next
Fill/Adherence Exposure
Visit Brand Website
Click on Display Media
Click on Paid Search ad
5
Emergence of e-Patients
Proliferation of Online Health Video
Mobile Will Impact Healthcare Decisions
Communities Matter
Physician Immersion in the Digital Channel
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Digital Healthcare Trends
Emergence of e-Patients
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Over the last couple of years, trust in online health resources has increased by 44%
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Trust in online health resource is skyrocketing
The Internet is a Powerful Tool for Health Research
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Even the most regulated products
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Proliferation of Online Health Video
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Video is the fastest growing medium in history
77% of Americans online watched a video last month
The average US viewer spends 500 minutes (8.3 hours) watching video online each month
The duration of the average online video is 3.7 minutes
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#1 because Video is mainstream
Consumers Watch Health Videos More Than Food & Celebrity
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Consumers Value Online Health Video
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Health Videos Drive Action
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23% of YouTube’s Audience is 45+
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Expand your reach
Target your audience
Distribute your assets
Measure Back end data
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Things to do with Youtube
Capitalize on video consumption with rich media display and distribute your approved video assets.
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Take away
Mobile Will Impact Healthcare Decisions
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Mobile market overview
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One in three mobile search queries have local intent.
Local Explosion
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Health Info Seekers are 49% more likely to have connected to the Internet using a mobile device in the last 30 days
Health Consumers & Doctors Use Mobile
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Consumers Want to Search for Info Wherever They Go
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Mobile apps
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as they pursue their interests
Reach Your Consumers on Mobile...
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Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow.
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Takeaway
Communities Matter
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1 out of every 6 minutes spent online is spent on a social network
Social is the most popular activity online
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Build a Community Around Your Brand
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Tap into the Community to Drive Patient Education
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Create a Connection with Patient Testimonials
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Tap into existing communities. Use the sight, sound, and motion of video to create emotional touch points with your consumers.
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Takeaway
Physician Immersion in the Digital Channel
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The Internet Is HCPs’ Top Health Resource
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Places Used to Access the Internet for Medical Information
Physicians Access the Internet Across Locations
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Physicians Start with Search
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Types of Search Terms Physicians Use
One-Third of Physicians Search on Branded Meds
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Physicians Click at the Top of the Page
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Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.
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takeaway