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Healthcare Trends - 2013 Mithu Deb 1

Healthcare marketing trends - The beginning of new era

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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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Page 1: Healthcare marketing trends - The beginning of new era

Healthcare Trends - 2013

Mithu Deb 1

Page 2: Healthcare marketing trends - The beginning of new era

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

Page 3: Healthcare marketing trends - The beginning of new era

Increase brand awareness

Create dialogue between patients and physicians

Build Rx loyalty

Encourage patient compliance

Educate consumers

Understand your Goals

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Page 4: Healthcare marketing trends - The beginning of new era

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

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Page 5: Healthcare marketing trends - The beginning of new era

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

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Page 6: Healthcare marketing trends - The beginning of new era

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

Page 7: Healthcare marketing trends - The beginning of new era

Emergence of e-Patients

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Page 8: Healthcare marketing trends - The beginning of new era

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

Page 9: Healthcare marketing trends - The beginning of new era

The Internet is a Powerful Tool for Health Research

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Page 10: Healthcare marketing trends - The beginning of new era

Even the most regulated products

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Page 11: Healthcare marketing trends - The beginning of new era

Proliferation of Online Health Video

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Page 12: Healthcare marketing trends - The beginning of new era

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

Page 13: Healthcare marketing trends - The beginning of new era

Consumers Watch Health Videos More Than Food & Celebrity

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Page 14: Healthcare marketing trends - The beginning of new era

Consumers Value Online Health Video

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Page 15: Healthcare marketing trends - The beginning of new era

Health Videos Drive Action

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Page 16: Healthcare marketing trends - The beginning of new era

23% of YouTube’s Audience is 45+

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Page 17: Healthcare marketing trends - The beginning of new era

Expand your reach

Target your audience

Distribute your assets

Measure Back end data

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Things to do with Youtube

Page 18: Healthcare marketing trends - The beginning of new era

Capitalize on video consumption with rich media display and distribute your approved video assets.

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Take away

Page 19: Healthcare marketing trends - The beginning of new era

Mobile Will Impact Healthcare Decisions

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Page 20: Healthcare marketing trends - The beginning of new era

Mobile market overview

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Page 21: Healthcare marketing trends - The beginning of new era

One in three mobile search queries have local intent.

Local Explosion

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Page 22: Healthcare marketing trends - The beginning of new era

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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Page 23: Healthcare marketing trends - The beginning of new era

Consumers Want to Search for Info Wherever They Go

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Page 24: Healthcare marketing trends - The beginning of new era

Mobile apps

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Page 25: Healthcare marketing trends - The beginning of new era

as they pursue their interests

Reach Your Consumers on Mobile...

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Page 26: Healthcare marketing trends - The beginning of new era

Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow.

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Takeaway

Page 27: Healthcare marketing trends - The beginning of new era

Communities Matter

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Page 28: Healthcare marketing trends - The beginning of new era

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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Page 29: Healthcare marketing trends - The beginning of new era

Build a Community Around Your Brand

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Page 30: Healthcare marketing trends - The beginning of new era

Tap into the Community to Drive Patient Education

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Page 31: Healthcare marketing trends - The beginning of new era

Create a Connection with Patient Testimonials

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Page 32: Healthcare marketing trends - The beginning of new era

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

Page 33: Healthcare marketing trends - The beginning of new era

Physician Immersion in the Digital Channel

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Page 34: Healthcare marketing trends - The beginning of new era

The Internet Is HCPs’ Top Health Resource

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Page 35: Healthcare marketing trends - The beginning of new era

Places Used to Access the Internet for Medical Information

Physicians Access the Internet Across Locations

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Page 36: Healthcare marketing trends - The beginning of new era

Physicians Start with Search

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Page 37: Healthcare marketing trends - The beginning of new era

Types of Search Terms Physicians Use

One-Third of Physicians Search on Branded Meds

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Page 38: Healthcare marketing trends - The beginning of new era

Physicians Click at the Top of the Page

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Page 39: Healthcare marketing trends - The beginning of new era

Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.

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takeaway

Page 40: Healthcare marketing trends - The beginning of new era

Thank You..

[email protected]

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