This document provides an overview and agenda for a strategy design presentation for mobile communications in the pharmaceutical industry. The presentation covers generating mobile insights, integrating mobile strategies, and case studies. It discusses using mobile to drive mass behavior, customer relationship management, brand awareness, and provides pharma mobile case studies. The presentation emphasizes that mobile will facilitate healthcare transformation by allowing one-on-one communication and constant access to consumers, differentiating products and services, and enabling companies to build brands privately.

1. Strategy Design for
Mobile Communications
iPharma Connect Leadership Summit
March 22, 2011
Twitter: @mobilebranding
#iPharma
Text ‘ANTHEM’ to 41411
to get presentation

2. Objectives
Generate Ideas
Demonstrate Execution
Learn mStrategy
Hype vs. Reality
Agenda
Introduction
Background
Mobile Insights
Integrating Mobile

3. @mobilebranding
#iPharma
Background: Did You Know?

4. @mobilebranding
#iPharma
Background: Did You Know?
That was in Sep.’09.
As of April, it was 3,000!
As of June, it was 3,339!
For teen girls, it was
4,050!

5. @mobilebranding
#iPharma
Background: Presenter - Building Brands
22

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#iPharma
The Three Blind Men & The Elephant

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#iPharma
Background: De nition
Mobile Marketing is any outreach to
consumers that engages them through
their mobile device
• Native apps - mCommerce - branded cases
• Its own marketing channel
• Extends the reach of other channels
Confusion in early stages
• Mass Medium like TV, Internet
• More than just a website or app
• Like the Internet 15 years ago

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#iPharma
Mobile Background - Internet 2010

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#iPharma
Background - Internet 1996

10. @mobilebranding
Mobile Background: Permission
Mobile Marketing requires a (double) OPT-IN. Only
those interested in your product/service respond.
Thanks for becoming an adidas
Chicago VIP. Look out for your
chance to win $1000 and events at
the Water Tower Place
Performance Store. Rply END to
stop mgs

11. @mobilebranding
#iPharma
Background: Brief History of Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
“greed is good”
+5 yrs, 2010 - Foursquare

12. @mobilebranding
#iPharma
Background: Size of the Global Market
Human population
4.0 Mobile phone subs
Internet users
Landline phones
TV sets
3.0 Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010

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#iPharma
Background: A Snapshot (U.S Market Share)
Handset Manufacturers Smartphone Platforms
Samsung RIM Google Apple
Motorola LG Microsoft RIM
Nokia Other Palm
3%
22%
25%
31% 32%
7%
9%
21% 8%
17% 25%
3 Month Avg. Ending Jan. 2011 vs. 3 Month Avg. Ending Oct. 2010, Total U.S. Mobile Subscribers Ages 13+, Source: comScore MobiLens

14. @mobilebranding
#iPharma
Background: Mobile & Pharma

15. How Consumers see Healthcare
“I'm being forced to be a consumer
of something I don't want.”
Said in a focus group conducted by GSW
Worldwide's Think Tank division
✤ Consumer’s overall view of Pharma (-14)
ranks behind that of Advertising/PR (-10)
GSW Worldwide's Think Tank division, Columbus, OH, Sep.2008

16. Healthcare/Pharma Mobile Stats
• 67% believe info on mobile would be valuable*
• 44% to use more mobile health/wellness apps*
(Of smartphone users)
• 62% have positive experience with healthcare app*
• 10,000 apps related to healthcare*
Disease management, medication tracking, drug recalls, medical reference/diagnosis
• 64% American physicians have smartphones**
Less than 6 months later, raised to 72%
Rise to 81% by 2012
* Euro RSCG Life 4D Study, November 2010
** Manhattan Research, December 2009

17. Healthcare/Pharma Mobile Stats
• 40% Patients will pay for remote monitoring devices &
monthly fee to report to doctor*
• 80% of Medicaid patients texting regularly*
• http://bit.ly/iPharma1 for more from MediaPost
• http://bit.ly/iPharma3 for more from Mobile Marketer
* PWC Health Research Institute, September 2010

18. Why Mobile?
• 280M+ phones for 310M people
• Mobile fast overtaking social
• On deck for pharma
• Healthcare is a journey
• Mobile best suited to stay with patient
• Brand favorability & websites*
• Patients +15.6
• Prospects +16.9
• (http://bit.ly/iPharma2 for comScore study)
* comScore’s Fifth Annual Report on Online Pharmaceutical Marketing Benchmarks, March 2011

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#iPharma
Anthem Mobile Insights

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#iPharma
Anthem Mobile Insights
85 % of Americans have a cell phone
93% of 18-29 yr olds
83% of 17 yr olds
73% of 13 yr olds
58% of 12 yrs olds
And at least one 3 yr old

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#iPharma
What Time is it?
Nokia Global Survey, 2006

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#iPharma
What Time is it?
73%*
Nokia Global Survey, 2006

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#iPharma
What’s in Your Purse?

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#iPharma
30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010

25. Phones, Tablets and PC’s, Oh My!
Consumption Behaviors
Phone Tablet Newspaper
Consumption morning, night morning
Duration 6 minutes > Phone > Phone
Frequency > Tablet/News < Phone < Phone
Actions Opt-in, quick Get to know Awareness
conversion brand only

26. @mobilebranding
#iPharma
WHAT Consumers Are Doing
Mobile Content Usage
70%
FMA ‘10 Avg
60%
MJJ ‘10 Avg
50%
40%
30%
20%
10% Music
Social
Games
0% Apps
mWeb
Text
3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

27. @mobilebranding
#iPharma
What Will Make Consumers Do
Theory of Reasoned Action
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005.

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#iPharma
Strategy Design

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#iPharma
Mobile Strategy
1. Business Objectives
Build your mobile campaign to objectives that can be measured
2. Brand Equity
Consider you equities to ensure the mobile program is consistent
3. Consumer Target
Determine which phones your consumer uses
4. Marketing Plans
Weave mobile into other marketing spends
5. Mobile Campaign
Now build your mobile campaign
Objective Brand Consumer Mktg Mix

30. @mobilebranding
#iPharma

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#iPharma
Driving Mass Behavior: Sara Lee State Fair

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#iPharma
Driving Mass Behavior: State Fair
Objective: Drive awareness for promotion
Equity: Fun, playful
Target: Moms with young kids
Mktg Plan: Website, 2 FSI’s, Packaging
Mobile: mobile text/web campaign
reminding people to play promotion

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#iPharma
CRM: P&G’s Tremor

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#iPharma
CRM: P&G’s Tremor
Objective: Increase Viewership of P&G TV
Equity: Family Oriented, safe
Target: Moms and their families
Mktg Plan: Websites, TV, YouTube
Mobile: mobile text/web/video campaign

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#iPharma
CRM: P&G’s Tremor

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#iPharma
CRM: P&G’s Tremor

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#iPharma
Brand Awareness: Venus Spring Break

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#iPharma
Brand Awareness: Venus Spring Break
Objective: Increase Awareness of Venus
Equity: Feminine, Music, Fun
Target: College age females
Mktg Plan: Internet, Print, Experiential, TV, Sampling
Mobile: mobile game, mobile pictures, Textual Flirting
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game

39. @mobilebranding
#iPharma
Pharma Mobile Case Studies

40. Health Care Opportunities
Alerts
Pill/Refill reminder/tracker
Health alerts (text4baby)
Monitoring/Reporting
Blood pressure, glucose levels
Treatments (cancer)
Disseminate Sensitive Information
WebMD app, Diabetes apps
ED, STD’s and other private conditions
Education
Instructional videos (ReachMD)
Awareness (Susan G Komen)
Clinical Research Recruitment

41. Merck Oncology iChemoDiary app
Objective: Track symptoms during chemo
to share with doctor
Equity: Trusted, Helpful, Patient-oriented
Target: Cancer Patients & Caregivers
Mktg Plans: Online, Emails, Banners, Print
Mobile: App for iProducts that easily
records, tracks and reports syptoms

42. Merck Oncology iChemoDiary app
Objective: Track symptoms during chemo
to share with doctor
Equity: Trusted, Helpful, Patient-oriented
Target: Cancer Patients & Caregivers
Mktg Plans: Online, Emails, Banners, Print
Mobile: App for iProducts that easily
records, tracks and reports syptoms

43. UPMC Mobile Website
Objective: Provide healthplan info
to members
Equity: Trusted healthcare partner
Target: All healthcare members,
families
Mktg Plans: organic mSearch
Mobile: mobile website
Future: SMS alerts for prescription
refills, virtual ID card, members’
access to personal health
records

44. ER Ef ciency
Objective: Improve service to ER
patients
Equity: Hospital for people who
don’t like hospitals
Target: ER patients (general pop.)
Mktg Plans: Signage in ER rooms
Mobile: Text ERWAIT to 41411
Future plans for mobile website

45. Appointment Reminder Case Study
Company:
Objective: Reduce missed appointments
Actions: Integrate mobile text reminders
into Kaiser Automated Appointment
Reminder System
• reminder sent one day before appt
Results: 95% success rate; $275K at one
clinic

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#iPharma
Mobile Strategy - Part 2

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#iPharma
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events

48. @mobilebranding
#iPharma
LEGEND
Inverse Law of Mobile Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
mented
Mind Reality
Quality of Interaction
Apps
mWeb
2D
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%

49. Text ANTHEM to 41411
@mobilebranding
Conclusions
Mobile will facilitate the transformation of health care
• Everyone has one
• It’s always on
• All phones can do basic Texting
• Smart phones can be used for more
Pharma/Medical companies can build brands in private
• The one-on-one facilitates better communication
• Easier to manage from company’s POV
• Necessary to manage health care costs
Differentiates your products/services
• Consumer pocket: be with your consumers 24/7
• Access: activate when your brand is Top-of-Mind

50. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Text “anthem” to
41411
for business card
@mobilebranding
312.912.2837 (m)