PROPRIETARY + CONFIDENTIAL

DIGITAL HEALTHCARE MARKETING

Greg Rice, SVP StrategyKlick Health

NEW FUNDAMENTALS

Health is now cool, technology-driven, and more measureable than ever

Patients and HCPs have their expectations shaped by the millions of non-healthcare experiences in their digital lives

Experiences that are: configurable

Experiences that are: immersive

Experiences that are: thought-provoking

Experiences that are: relevant

Experiences that are: cat-dominated

PERSONALIZATION EXPERIENCE vs READ

MULTISCREEN REALITY

WIFM? BUY NOW

FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS

PERSONALIZATION

EXPERIENCEvs READ

MULTISCREENREALITY

WHAT’S INIT FOR ME

BUY NOW

Personalization is key to battle the intense competition for our fragmented and limited attention

New oral treatment for arthritis approved by FDA

Our experience on the internet is dominated by personalization and control – we’re keyword-literate by age 8

DIGITAL MEDIA SITE EXPERIENCE CRM PROFILING DIGITAL BODY LANGUAGE &

RETARGETING

PERSONALIZATION

PERSONALIZATION OPPORTUNITIES

We have many sources of personalization data

Humira Banners, everydayhealth.com (June 2013)

Humira Banners, everydayhealth.com (June 2013)

Ads are targeted and retargeted, and every view and click is another hint about what is important to that individual

ONFI.COM

When a visitor arrives from an ad, we already know a lot about them regarding their motivations and what drove them to action

ONFI.COM

Our knowledge of the visitor can drive the website messaging too, we can be more relevant and customized

PROPRIETARY + CONFIDENTIAL

CRM REGISTRATION

And when we make the right offer, with the right value exchange, the audience will tell us more

PROPRIETARY + CONFIDENTIAL

This accumulation of data based on activities is called “digital body language”

We can monitor known users to build predictive models and apply those models against the unknown users who visit

InferredDigital Body Language

Known

Unknown

Digital Media

Site Experience

Data Cookie

Digital Media

Direct

DIGITAL BODY LANGUAGE & RE-TARGETING

PERSONALIZATION

EXPERIENCE vs READ

MULTISCREEN REALITY

WIFM? BUY NOW

The modern web is now rich enough to allow users to experience our material, rather than just read it

100 hours of video is uploaded to YouTube every minute, and the site just passed 1 billion active monthly users – users who want to experience their learning

Even traditional news sources are merging media and you find CNN writing longer pieces, the WSJ posting video, and NYT embarking on pure multimedia

Text, video, print, infographics, and animations – they are all present on modern news sites

Snowfall is the critically-acclaimed multimedia experience of victims and rescuers of an avalanche in the New York Times

CLINICAL DATA EXPERIENCE

CURRENT DATA PRESENTATION

CLINICAL DATA EXPERIENCE

CURRENT DATA PRESENTATION

Typical data presentation in many websites is the paper detail aid moved online

SHARE NOW LISTEN

CLINICAL DATA EXPERIENCE

SHARE NOW LISTEN

CLINICAL DATA EXPERIENCE

Reimagine the data as a more immersive experience with services that the HCP values

PROPRIETARY + CONFIDENTIAL

Data presentation works from the physician to the patient as well with education tools

Interaction is valuable here to ensure the patient retains the knowledge

Integrate direct email to ensure the message survives the 15-minute exam room discussion

PERSONALIZATION EXPERIENCE vs READ

MULTISCREEN REALITY

WIFM? BUY NOW

Mobile isn’t just a smartphone while in line at Starbucks

THE NEW NORM. THREE-DEVICE OWNERSHIP.

TECHNOLOGY OWNED OR USED BY PHYSICIANS FOR PROFESSIONAL PURPOSES:

50%

2009 2010 2011 2012 2013

DESKTOP / LAPTOP

SMARTPHONE / PDA

eREADERN/A

TABLET

N/A N/A

Manhattan Research, Taking the Pulse: 2009-13

75%

25%

100%

62% 41%

OPTIMIZING SITES FOR MOBILE DEVICES IS CRITICAL

Google Manhattan Research Physician Channel Study 2012

OF PHYSICIANS ARE LIKELY TO ABANDON THE MOBILE WEBSITE IF IT’S NOT OPTIMIZED FOR A SMARTPHONE

REPORT THEY ARE LED TO MOBILE-OPTIMIZED SITES ONLY OCCASIONALLY

klick.com

RESPONSIVE DESIGN IS AN OPTION

klick.com

RESPONSIVE DESIGN IS AN OPTION

Responsive Design is great for single-sourcing information, but Mobile Optimized provides more control. Keep an open mind.

BE OBSESSIVE ABOUT CONTEXT OF USE

Google: The New Multiscreen World: Aug 2012

PERSONALIZATION EXPERIENCE vs READ

WIFM?

BUY NOWMULTISCREEN REALITY

Value exchange: What’s In It For Me?

Register Here For Our Patient Support Program

Register Here For Our Patient Support Program

What’s in it for me?

What’s in it for me?

so we can SPAM you when it is convenient for us

so we can SPAM you when it is convenient for us

FITBIT.COM

FITBIT.COM

Concise, clear, direct. It is clear why the consumer should get started with FitBit and why they should click that next arrow

MYRAFITKIT.COM

MYRAFITKIT.COM

Acknowledge user’s need

MYRAFITKIT.COM

Acknowledge user’s need

Give the value exchange

MYRAFITKIT.COM

Acknowledge user’s need Provide social proof and

a sense of normalization in a

group in a format that is easy to digest

Give the value exchange

MYRAFITKIT.COM

Acknowledge user’s need Provide social proof and

a sense of normalization in a

group in a format that is easy to digest

Give the value exchange

Make the call to action clear

MYRAFITKIT.COM

Acknowledge user’s need Provide social proof and

a sense of normalization in a

group in a format that is easy to digest

Give the value exchange

Make the call to action clear

Provide alternate channels

MYRAFITKIT.COM

Acknowledge user’s need Provide social proof and

a sense of normalization in a

group in a format that is easy to digest

Give the value exchange

Make the call to action clear

Provide alternate channelsEnhance trust by partnering and making ownership

clear

PERSONALIZATION EXPERIENCE vs READ

BUY NOW

MULTISCREEN REALITY

WIFM?

We are trying to change behavior, often with deeply ingrained habits, if only it were as easy as Buy Now…

More like: “Change your life and struggle with difficult problems now…”

NEEDS OF ePATIENT / eHCP BUSINESS NEEDS

You are here

MYMULTIPLEMYELOMA.COM

FACTORMATTERS.COM

PERSONALIZATION EXPERIENCE vs READ

MULTISCREEN REALITY

WIFM? BUY NOW

FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS

DON’T TRY TO TAKE IT ALL ON AT ONCE!

DON’T TRY TO TAKE IT ALL ON AT ONCE!

Incremental “bite-sized” changes to a digital strategy will result in more “area under the curve” for brand benefit

DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.

This chart will show how the “area under the curve” is maximized by using smaller, quicker change cycles

DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.

DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.

DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.

DIGITAL CAMPAIGN OPTIMIZATION = C.Q.I.

DIGITAL HEALTHCARE MARKETING

CONTACT //Greg Rice, SVP StrategyKlick Healthgrice@klick.com

NEW FUNDAMENTALS