Mobile Trends in Pharma & Healthcare Advertising | Silverlight Digital

MOBILE TRENDSin Pharma & Healthcare Advertising

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Mobile Trends in the Pharma Advertising World

Adapted from a live presentation

from Google NY’s Mobile Trends in Pharma & Healthcare Advertising Event

Presented by

Silverlight Digital Speakers:

Lori Goldberg, CEO

Sandra Leung, Sr. Search and Account Manager

Contents


150The number of times consumers check their phones throughout the day

Mobile Trends in Pharma & Healthcare Advertising

*Digiday, January 2017

It’s no secret that mobile is growing:“Mobile internet is now growing at the expense of all other media. Seventypercentofinternetuseisnowonamobile, and the use of a desktop for internet will fall by almost 16 percent, this year.”

- Jonathan Barnard, Zenith, Head of ForecasFng

In a survey of how mobile devices and searches impacted paid search

performance in pharma & healthcare accounts:

Mobile trends, increasing impressions & clicks YOY:•  Mobile ad impression rose from 30% in 2014 to 56% in 2017*

•  Total CTRs (mobile and desktop) improved across all accounts

•  Mobile CTRs consistently higher than desktop CTRs

*actual impressions through Feb of 2017, projected through end

Silverlight Data Reflects These Trends

Not only are more searches performed on mobile devices but the device draws more engagement year over year.

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2014 2015 2016 2017

CTR

Paid

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Paid Visits:YoY Trends by Device (Pharma Accounts)

Desktop Visits Mobile Visits Desktop CTR Mobile CTR

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2014 2015 2016 2017

Ad

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Impressions: YoY Trends by Device (Pharma Accounts)

Desktop Impressions Mobile Impressions

*actual impressions through Feb of 2017, projected through end

Silverlight Data Reflects These Trends

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$0 $5 $10 $15 $20 $25

Retail

Auto

Financial

Telecom

CPG

Travel

Electronics

Entertainment

Pharma & Healthcare

Digital Ad Spend (in Billions)

Projected Digital Spend by Industry, 2020

*eMarketer, January 2017

While Healthcare’s total spend grew 15.4% between 2015 and 2016

Healthcare tends to invest less in digital when compared to other industries

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To recap, here’s what we know so far:

1) Mobile is eclipsing all other search types

2) Pharma and healthcare is growing, but not as rapidly as other sectors

The question then becomes…

Q: How can pharma & healthcare advertisers take advantage of

mobile trends to increase performance in today’s

marketplace?


A: Look to other industries and reverse engineer their thinking.


Ways that pharma advertisers

can learn from other

industries to stay ahead in

mobile advertising 6


Understandwhatmakespa1entsloyaltoa

pharmabrand

�Challenge: With 22 patents scheduled to expire in 2017 pointing to a $5 billion dollar revenue loss, advertisers are facing loss of market share to generic drugs.

Strategy:Since we know that 40% of patients with a pre-existing condition ask for drugs by brand name, advertisers need to prioritize the establishment of brand loyalty as they draw patients in from “recently diagnosed” to “stabilized brand loyalist."

Success with Mobile Advertising #1


What industry does brand loyalty extremely well?

Banking&Finance

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Success with Mobile Advertising #1


Success with Mobile Advertising #1Establish Brand Loyalty

Retail Example: MasterCard

Campaign Premise: Q2 2015

•  Mastercard created a customer loyalty campaign aimed at “surprising and delighting customers”

•  MasterCard introduced a mobile app in their “Priceless Surprises” campaign as a way to gift free surprises, exciting gifts and experiences to customers.

•  Partnered with brands (like Staples and Citibank to offer an array of experiences)



Retail Example: MasterCardMasterCard introduced a mobile app in their “Priceless Surprises” campaign as a way to gift free surprises, exciting gifts and experiences to customers.

In Action in Pharma: AllerganAllergan has introduced “Brilliant Distinctions,” a loyalty program with a mobile app that gives patients access to rewards and discounts on popular brand name drugs.


KeyTakeaway:

�There is a critical window between the time patients begin searching

for a drug and when they become brand loyal to that drug.

It is crucial that brands find ways to intersect with a consumer’s regular usage habits to establish that sense of loyalty.



To get the remaining key mobile takeaways,

get in touch with us!

Michael Ackerman

[email protected]

Get the Rest!

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Mobile Trends in Pharma & Healthcare Advertising | Silverlight Digital

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Transcript of Mobile Trends in Pharma & Healthcare Advertising | Silverlight Digital