Mobile presentation from Bluelight Digipharm pre-workshop. Covering why pharma should be thinking about creating seamless digital experiences that work across all devices. Healthcare and patient stats on mobile usage. Thoughts on whether to create mobile content or develop apps.

1. MOBILE Sam Walmsley Bluelight: DigiPharm pre-workshop

2. ‘If you don’t have a mobile strategy, you don’t have a future strategy’ Ian carrington, google 2

3. Mobile – the next big thing? Its already very much upon us, the question for every brand and company is, are you ready? 3

4. Consumers now expect more I want what I want, when I want it, where I want it I want content independent of location, platform, time or nature of request I want no restrictions, and I want it portable I want seamless multichannel experiences

5. Different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

6. Different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

7. Different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

8. Different usage habits by location Orange Unrestricted media diary: based on ALL usage of mobile media and entertainment across the seven days

9. 9 Smartphones forecasted to over take PC shipments in 2012 Business Insider Nov 2010 Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide (50% over the next 3-5 years) comScore, Sept 2010 Approximately 0.8% of all domains are likely to have mobile-friendly content. dotMobi, April 2009

10. Smartphone ownership for HCPs 10 HCP stats: D4, General Population stats OfCom 2011

11. Healthcare Professionals: UK (D4) Mobile phone ownership by doctors is almost universal 81% own a Smartphone iPhone most popular (46%) 87% of doctors carry and use their mobile at work Primary use is communication with colleagues (phone, text and emails) 59% use their device for accessing content 30% run software or apps related to work 11

12. Mobile web is for everyone….Are we getting it right?

13. Some giants are adapting well to mobile

14. In Healthcare – BoehringerIngelheim

15. In Healthcare – Pfizer

16. Pharma using Flash – not compatible with mobile devices

17. Does it matter? Just 12% claim that they don’t find anything irritating about their mobile browsing experience 25% of consumers say they would never visit a site again if they had a negative experience on their mobile Source: 2010 YouGov/Brandbank report Smartphone ownership by healthcare professionals (81% D4) is much higher than general population (24% Ofcom) HCPs are using their devices more for searching for content than using apps on their devices

18. Another challenge for pharma Mobile & SEO best practice have similar needs Reducing download times of site, optimise images Improving or using quality technical coding Reducing use of Flash Clear descriptions on meta tags, title tags, h1 tags etc This approach, improves the ability for people to find your content through search engines Optimising for search, will mean a simple mobile strategy can be put into place for your customers

19. Are you going to mobilise your website or create something new?

20. Metrics are key to mobile journey Most popular mobile devices for accessing NHS information via the internet were: iPhone - 61% iPod Touch - 17% Traffic to NHS Direct from mobile devices increased from 3,000 to 155,000 users a month in the last year, so developed a mobile optimised content NHS Direct app – symptoms checker to launch June 2011 Quit smoking app launched in 2010, along with alcohol units app

21. An iPhone strategy is NOT a mobile strategy, it is an iPhone app 21

22. As in industry we are investing in apps

23. Browsers are more popular than apps 7 out of 10 European mobile media users choose to find information and content via a browser rather than apps 59% of mobile media users who search the Internet via browser do it at home 70% of mobile media users who search the Internet via browser do it on the move Source: Orange 2010 23

24. Most successful branded free app Only 20% of branded apps reach 1,000 downloads (Deloitte 2011) Only 1% reach 1 million (Deloitte 2011) The most successful branded app is from a regulated industry Barclaycard: Waterslide Extreme game Downloaded 12 million times Average 2.5 minsx 4 sessions per user 120 million mins of brand engagement Most popular app across 57 countries 24

25. Implementation: Mobile Journey 25 Promotion Measurement

26. Considerations

27. Integratingdigital mobile

28. Ignore Technology Hype Acronym overload: Following 3G, WiMAX, and DVB -H, it is now time for LTE, NFC, and mobile AR to take center stage Disruptive technologies, will take years to become mainstream Embracing mobile does not mean jumping on app bandwagon Customers will ignore apps after they download if provides no value Think about how mobile can deliver clear consumer benefits via a convenient user experience and integrate into your other channels 28

29. How many of you have a mobile strategy? The majority of companies either do not have a mobile strategy or are only just starting to build one MUST integrate mobile as part of their overall corporate strategy as a matter of some urgency Create a roadmap for 12 – 18 months Four core mobile disciplines: strategy and vision; organization and implementation; measurement and metrics; Only then focusing on technology 29

30. Questions Sam Walmsley sam@bluelightpartners.com @sammielw 30