Mobile Marketing Overview
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19-Sep-2014 -
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Transcript of Mobile Marketing Overview
A Brief Overview of Mobile Marketing With a Focus on Pharma
Topics Included • Mobile marketing definition• Market overview and relevant statistics• Advertising spending overview and options• Consumers and mobile couponing and health
information• Physicians mobile adoption and usage • Implications for pharmaceutical marketers• Best practices
The “all knowing” source Wikipedia says…
Mobile marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. Mobile marketing
differs from most other forms of marketing communication in that it is often consumer initiated (by sending a mobile
originated message or MO), and requires the express consent of the consumer to receive future communications. This
infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.
2/3 World population have mobile phones
Mobile market overview
Around the clock engagement
2011 ~ 250 billion searches
2/3 World population have mobile phones
7am
1pm8pm
11pm
Source: Think Health; Google 2/10.
Sea
rch
es p
er d
evic
e
450
400
350
300
250
200
150
100
50
02007 2008 2009 2010 2011
Search/PC
“50% of Web traffic will come through mobile devices within 5 years.”– Mary Meeker, Morgan Stanley
Mobile statistics • US mobile Web now reaching 64.1MM users• 51% of those with text capabilities have said that
they have received a marketing or ad text message– 18% having received an offer or coupon
• 76% of those who access the Web using their phone say they have an unlimited usage plan – Primary activity is checking email (87%), followed by
“get scoring news or weather updates” and “locate a business, address or name” - both at 68%
– More than one-third download games, music or other content or watch a video
• In 2009, more people used their phone to text versus talk
Source: Mobile Marketing Association Statistics.
Why mobile?
Source: Think Health, Google 2/10.
Today’s Phones…
The Sensory Revolution
Speaker
Voice
Camera
Eyes
Touch Screen
Skin
GPS Chip
Location
Microphone
Ears
Mobile “effectiveness” is on the rise
Source: March 2009 US Interactive Marketing Forecast Online Survey.
“US Interactive Marketing Forecast, 2009 to 2014,” Forrester Research, Inc., July 2009.
Base: 204 Marketers0% 20% 40% 60% 80% 100%
INTERACTIVE MARKETING TACTICSCreative social media
Online videoSearch engine optimization (SEO)
Mobile marketingPaid placement in social media
Email marketingPaid search listings
Online classifieds or directory listingsDisplay ads through ad networks
Display ads through publishersTRADITIONAL MARKETING TACTICS
Direct mailTelevision
MagazinesOutdoor
TelemarketingRadio
NewspapersYellow pages
“In the next 3 years, do you think marketing’s effectiveness will increase, stay the same, or
decrease for each of the following?”
Increase
Stay the same
Decrease
Not applicable
Mobile advertising spend is predicted to grow at a significant rate over the next 4 years
Source: Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only).
“US Interactive Marketing Forecast, 2009 to 2014,” Forrester Research, Inc., July 2009.
Interactive Marketing
Spend (US $millions)
$60,000
50,000
40,000
30,000
20,000
10,000
0
Mobile Marketing
Social Media
Email Marketing
Display Advertising
Search Marketing
Mobile MarketingSocial Media
Email MarketingDisplay Advertising
Search MarketingTOTAL
Percent of all ad spend
2009 2010 2011 2012 2013 2014 CAGR27%34%11%17%15%17%
$1,274$3,113$2,081
$16,900$31,588$54,956
21%
$561$935
$1,355$8,395
$17,765$29,012
13%
$1,131$2,254$1,867
$14,339$27,786$47,378
19%
$950$1,649$1,676
$11,732$24,299$40,306
17%
$748$1,217$1,504$9,846
$20,763$34,077
15%
$391$716
$1,248$7,829
$15,393$25,577
12%
Source: Mobile Marketing Association.
Mobile advertising offers various options to meet various communications objectives/needs
The 5 most prominent mobile marketing tactics are SMS and MMS, Mobile Web, Applications, and Mobile Search
Advertising - with SMS being most prevalent
SMS MMS Mobile Web Applications Mobile Search
• Text only with 160 character limitation
• All mobile phones currently have SMS capabilities
• Rich media with graphics, photo, audio and video capabilities
• Banner advertising, rich media on the mobile Web
• Downloadable content/software to the phone (eg. games, news and lifestyle tools)
• Offers answers ANYWHERE
SMS remains the #1 mobile advertising option
• Texting has become more popular than calling– Text messages have shot up 450% in the last 2
years• Ad spend on mobile message advertising will
lead the mobile category until 2012
Source: M3 Health Mobile/Nielsen.
Overall 35-44
US Consumer Usage: Text vs. Call
Average per month (send/receive)
Number of Text
Messages
357
Number of Calls
204
Number of Text
Messages
223
Number of Calls
236
While mCouponing is on the rise, consumers are slow to adopt
Source: Honey Well, “Mobile Couponing” by Harris Interactive, provided to eMarketer 1/12/10.N= 2,257.
Percent US Internet Users
I have used my mobile phone to store a coupon electrically
I would like to hear from retailers about deals and sales via text message
I am able to access coupons on my mobile phone
I would utilize coupons more if I was able to access them on my mobile phone
I am interested in receiving coupons from retailers via my mobile phone
I am/would be comfortable using my mobile phone to store coupons rather than printing them out
2%
5%
6%
6%
7%
10%
Consumers are willing to share their number to receive coupons
Source: Honey Well, “Mobile Couponing” by Harris Interactive, provided to eMarketer 1/12/10.N= 640 who would share their mobile number with retailers to receive coupons.
I would pay a nominal fee ($-0.5-$0.25) for each mobilecoupon I receive via text message in order to receive a
lower price on goods I want to purchase
I would prefer to receive mobile coupons only when I take specific action (i.e. texting a short phrase)
I would provide my mobile number to retailers in order to receive mobile coupons periodically as long as they
do not use it for any other purposes
I would prefer to regularly log onto a mobile coupon Web site in order to choose which coupons are sent
to my mobile phone
1%
9%
11%
18%
Percent US Internet Users
There are a growing number of US consumers using their mobile device to access health information
Source: Manhattan Research, Cybercitizen Health®.
Source: Manhattan Research, ePharma Consumer® v9.0.
Although only 10% of US consumers currently use their mobile device for health purposes, there are 20 million of them and they have doubled from 2008 to 2009
There are multiple opportunities in health and for pharma given consumers’ expectations and interests
Consumers accessing health information from their cellular phone, smartphone, or PDA
(in millions)
Cellular PDA or Smartphone
2008 2009
10.2
20.2
Top therapeutic categories:
• ADHD• Anxiety• Migraine
Top Activities of Use/Interest Among ePharma Consumers*
• Searching health info through browser or text
• Receiving discounts or coupons on Rx drugs
• Use a service that reminds me to refill my Rx
Among those with cellular phone, smartphone, or other mobile devices
*ePharma Consumers: Consumers who have researched prescription drug information online in the past 12 months for themselves or others
Consumers have positive attitudes towards mCouponing but use for healthcare is not currently on their radar
• 63% of consumers feel a coupon is the most valuable form of mobile marketing– Most interested
in receiving
Source: M3 Health Mobile/Nielsen.
36%
29%26% 26%
21%
Grocerycoupons
Scanablebarcodes
Offers to save and pursue at
leisure
Movietheateroffers
Ads via SMS when going by a retailer with a promotion/
coupon
Consumer directed mCoupon examples
• User sees an advertisement for a free trial in a doctor’s office and calls the toll free number
• User hears a message and is asked to press “1” to request a text message to their phone
• Using caller ID, a text message is delivered to their cell phone containing coupon information. Redeemed at pharmacies
• Text message is as follows: “Free 30-day trial of Lipitor, show msg and prescription to pharmacist. BIN 123456 GRP 12345678 Mem #: 12345678901. Processing questions, call: 800-123-4567”
Source: ipsh.
More mCoupon examples
1. Sleep aid medication – advertised in doctors’ offices, users text “help” to SLEEP (75337) to receive periodic tips for easing insomnia along with an mCoupon for a free trial
2. Allergy medication – advertised in doctors’ offices, users text their zip code to ALLRGY (255748) to receive local pollen count alerts along with an mCoupon for a free trial
3. Cardiovascular medication – advertised in doctors’ offices, users text “heart” to HEALTH (432584) to receive periodic “healthy heart” diet tips along with an mCoupon for a free trial
Source: ipsh.
Note: These programs are no longer active per most recent testing
mCouponing is Global Pollen Count Text Alerts
• Novartis offered a pollen count text alert service to promote the launch of a new allergy nasal spray (Aller-eze) for hay fever sufferers during National Allergy Week 2003 in England
• According to 160characters.org, the Pollen Count Alert text message service enabled sufferers to receive personalized, up-to-date, regular pollen count information by SMS with special alerts on days when the pollen counts were particularly high in their geographic location along with tips to help manage hay fever
Source: ipsh.
Physicians are using mobile devices to access relevant medical information
Source: Hall & Partners and Google Custom HCP Study, August 2009.
The physicians mobile device is becoming a critical tool
• Physicians are spending more time using smartphones to access the most up-to-date online medical and pharmaceutical resources at a variety of points throughout the day
Source: Manhattan Research, Taking the Pulse® v9.0.
Number of times access clinical application during day on
PDA/smartphone
5 or More
None
Once
2 to 4 Times
Among owners
On weekends
During patient consults
Before or after work
Between patient consults
0% 20% 40% 60% 80% 100%
Health Applications are skyrocketing!
• Over the past 6 months the number of health applications has increased from just a few hundred to over 6,000 health apps
• About 30% of all health related Applications are intended for use by healthcare professionals (physicians, nurses, medical students and others)
• More than 87% of the health applications available for Smartphones are found in Apple's AppStore for iPhone, iPad and iPod touch users
• Google's Android Market has the next largest swath of health related apps, but is one tenth the size of the Apple’s
“The more than 1,700 smartphone applications specifically designed for use by healthcare professionals include a wide variety of apps: Medical reference applications, medical calculators, electronic medical records (EMR) apps,
charge capture apps, patient scheduler applications and more,” says Brian Dolan, editor of MobiHealthNews and author of the report. "Not
surprisingly, the largest grouping of apps for healthcare professionals is medical reference applications.”
Source: MobiHealthNews, 3/1/10.
Physicians are open to an ever-expanding use of mobile devices to perform multiple activities
HCP Current Smartphone Activities• Checking email (85%)• Jotting down notes and memos (72%)• Prescription drug reference (50%)• Clinical decision support (28%)
Source: Augme Mobile Health, ePharma Summit, 2/10
• Medical image viewing
• E-Prescribing
• Lab orders and results
• Billing, coding, and claims
HCP EVOLVING SMARTPHONE ACTIVITIES
• Appointment scheduling
• Patient records management
• Downloading patient educational materials
Implications for Pharma: Consumer
• Increase response rates to current acquisition tactics with short codes
• Enhance compliance and adherence programs• Experiment with targeted viral capabilities to
increase awareness• Experiment with mobile search to determine
how standard tactics play in pharma– 75% of mobile search users will not go to the
second page of results• Leverage data/metrics from mobile marketing to
learn and benchmark performance
Source: eMarketing University - ePharma Summit 2/09.
Implications for Pharma: HCPs
• Push content– Leverage 3rd party solutions to push content
to physicians• Develop/provide in-house applications
– Diagnosis tools– Patients/physician dialogue tools
• 3rd Party tools and apps– Partner with 3rd parties to advertise
or sponsor content
Source: eMarketing University - ePharma Summit 2/09.
Always remember best practices when developing a mobile strategy
• Match the campaign goals to the appropriate mobile tactics and offers• Measure, measure, measure…
Source: M3 Health Mobile Marketing.
One Time Interactions• On demand coupons• Premium
downloads• Links to mobile Web
Ongoing Mobile RM*• Surveys/Quizzes• Segment marketing• Reminder programs
Acquisition Programs• Link to mobile Web RM • Sign-up for email RM• Instant connect from
DTC
* Relationship management
For more information
Feel free to contact…
Amy LevinsonVP, Communications [email protected]
or
Mike MyersPresident, [email protected]