2. Executive Summary
The transition of medical and
healthcare professional journals to
mobile devices—dominated by the
Apple iPad®—is now well underway.
Brand managers, creative directors, professional
recruiters, and others marketing to healthcare
audiences are learning to maximize the return on their
digital advertising investment. Journal apps provide new
opportunities for transforming engagement with physicians
and healthcare decision-makers. Wolters Kluwer Health | Lippincott
Williams & Wilkins (LWW) has made an aggressive entry into this
market, emerging as the leader in native journal apps among
healthcare publishers.
In this relatively brief but intense period, LWW has
gained useful insights for marketers thinking about their
advertising strategy and going digital. This white paper
pinpoints some major advantages of journal app
advertising—focusing on the ability to leverage new
technological capabilities and higher-value content
into more frequent and longer-lasting interactions
with healthcare professionals.
The white paper introduces high-value concepts for
healthcare marketers and recruiters starting to “think
digitally,” emphasizing the benefits of embedding
supplemental content such as videos, demonstrations,
and article “ePrints.” Tools and tips for building
engagement through practical graphic design and
intuitive functional elements are presented. Marketers
and recruiters are encouraged to integrate forward-
thinking creative ideas with interactive multimedia
content in order to create the greatest value with
their digital advertising strategy.
In this White Paper,you will:
• Learn how digital journals are leveraging interactive learning to enhance
reader experience and usage.
• Discover some of the unique advantages of journal app advertising.
• Explore ways of maximizing the impact of high-value multimedia content.
• View practical tips and best case examples of journal in-app ads that work.
The Digital Transformation - Now Playing on an App Near You p. 2
Benefits for Readers, Authors, and Marketers p. 3
Leveraging Content for Better Advertising p. 5
ePrints p. 6
Career, Education, and Events p. 6
In-App Advertising—Best Practices p. 7
Table of Contents
Insights:AWhite Paper Report
1
3. “It’s through collaboration and strategic problem solving
that we can develop the future of engaging marketing and
educational programs.”
Expanded Digital Content.
LWW’s journal app platform—built with Adobe Digital
Publishing Suite—provides an enhanced reading experience.
It allows easy browsing and in-depth reading, with search
and save capabilities, article sharing, and useful linking
features for related content and website integration.
Digital publishing has enhanced what editors can do with
video and images. At LWW, our editors are delivering video
issue overviews and discussions while authors are submitting
“interactive abstracts.” Such innovative features have the
potential to elevate the learning value of medical journals
from pure research to research, perspective, and
demonstration.
Metrics support the growing impact of our journal apps.
In 2012, users downloaded more than 500,000 LWW
journal app issues, and made 1.1 million visits to app
issues—and these figures were already exceeded within
the first six months of 2013. Across all formats, journal
engagement has increased 68 percent compared to
print alone.2
Insights:AWhite Paper Report
2
1
As of September, 2013.
2
Adobe Digital Marketing Suite powered by Omniture, 2013 and
Kantar Media Medical/Surgical Readership Data, December 2012.
The Digital Journal Transformation—
Now Playing on an App Near You.
With everybody talking about “disruptive change,” it’s
difficult to think of a more disruptive innovation in publishing
than Apple’s iPad tablet computer. In professional as well as
consumer markets, increasing numbers of publications
are launching dedicated apps. Where readers go, publishers
and marketers follow.
In just two years, LWW has launched apps for more than 150
journals for healthcare professionals—more than three times
as many as our closest competitors.1
First to market in many
specialties, we’ve launched app editions of some of the world’s
leading society journals, with great support and uptake from
our society partners and membership.
“As a publisher, our goal is to deliver content when and how
our readers want to access the information, so staying ahead
of changes in reader habits is important,” says Jayne Marks,
Vice President Publishing Wolters Kluwer Health - Medical
Research. “The portability and accessibility of the digital
journal is creating exciting new ways to engage editors,
authors, readers, and marketers.”
“At the end of the day, we are only scratching the surface,”
adds Fabien Savenay, Vice President of Advertising Sales.
4. Insights:AWhite Paper Report
3
3
LWW Market Research Summary Report: 2013 Journal iPad App Aggregated User Evaluations, February 2013.
4
Adobe Digital Marketing Suite powered by Omniture, 2012.
5
Manhattan Research, Taking the Pulse® U.S. 2013.
6
Sources & Interactions: 2013 Physician Assistant/Nurse Practitioner Edition.
7
LWW Nursing Study, 2013.
Healthcare professionals regard journals as their top source of information for staying on top
of the latest developments. According to the Manhattan Research Taking the Pulse® U.S. 2013
survey, physicians spend 7.6 hours per day seeing patients and 1.7 hours accessing digital resources
for professional purposes. Half of physicians say they visit digital journal content between patient
visits. In a survey of more than 13,500 healthcare professionals, two-thirds of respondents said they
expect apps to become their primary source of journal reading.3
Our research indicates that readers spend an average of more than six to 20 seconds interacting
with ads in a typical journal app issue.4
For advertisements with video, interaction times are even
longer. In a busy day of seeing patients, that can be just enough time to learn about a new drug or
product for treating patients.
“Digital offers marketers exciting new ways to deliver their brand message while tracking reader
engagement that was never possible in print,” comments Chantal Kolber, Director of Digital
Advertising Strategy, Wolters Kluwer Health - Medical Research. “When you consider the benefits
of multimedia learning, it is a much more compelling way to communicate product benefits.”
55% of Physicians own an iPad5
48% of Physician Assistants own an iPad 6
54% of Nurse Practitioners own an iPad 6
48% of Nurses own and iPad 7
Benefits for Readers, Authors, and Marketers.
5. Insights:AWhite Paper Report
4
Learning to ‘Think Digitally’.
In this rapidly emerging area, all of us—publishers, editors,
and marketers alike—are all still learning to “think digitally.”
Through experience, we’ve picked up a few lessons about
how to take best advantage of the multimedia possibilities
of in-app advertising.
At first, many marketers were simply repurposing their print
ads for the app—adding simple hyperlinks, enabled email
addresses, and perhaps a video embedded in a word or
visual within the ad. And it’s true that those features
create opportunities for interaction.
But we think a better approach is to create your digital ad first—
integrating all of your high-value multimedia content, links,
and direct response tools to communicate with your audience.
You can then create a dedicated print ad to reinforce your
brand, as a component of the overall campaign.
Digital advertising “absolutely” calls for a different creative
and messaging approach, according to Joe Graiff, Director of
Technology at Flashpoint Medica LLC. “You have to keep in
mind that digital ads are no longer static and passive
experiences. With digital ads, we now have an opportunity
to completely engage the user.”
Digital ads can be crafted in ways that help you to:
“I take an experiential approach
to pretty much every digital piece.
You need to answer the question,
How do we get the user to engage
and participate in the experience?”
— Joe Graiff,
Director ofTechnology, Flashpoint Medica LLC
Start
a Conversation
Demonstrate
Your Expertise
Building a
Relationship
1 2 3
Start a
Conversation
Create an engaging message
and capture attention, with
graphics and multimedia.
Start
a Conversation
Demonstrate
Your Expertise
Building a
Relationship
1 2 3
Teach and Engage
Define the problem and
solution, give evidence,
provide valuable information.
Start
a Conversation
Demonstrate
Your Expertise
Building a
Relationship
1 2 3
Build a
Relationship
Create engagement and interaction
with your product, and collect reliable
metrics to analyze that interaction.
6. Insights:AWhite Paper Report
5
Leveraging content for better advertising.
Within the learning environment of specialty journals,
multimedia interactive advertising lets you do more, say
more, and educate more.This section presents a few
real-life examples illustrating how digital content can:
• Reinforce your overall campaign and brand identity.
• Present readers with your useful and informative
multimedia content.
• Generate interaction and engagement.
• Provide a way for readers to take immediate
action or respond.
Embedded Video.
Video is a uniquely valuable tool to promote educational
and other information. Video gives you a few extra seconds
of interaction time—take advantage by providing readers
with important, high-value content.
In the Pajunk® SonoPlex example, the video is embedded
directly in the ad.The uncluttered design clearly invites the
reader to press play. In this case, using video to set the image
in motion demonstrates a unique product benefit—the high
ultrasound reflectivity of a nerve block cannula. It’s a striking
illustration that simply isn’t possible with print.
In the example from Stryker®, readers have the option to
select a testimonial video in which a leading surgeon gives
his take on the product benefits. The video testimonial is
paired with an embedded white paper, providing evidence
of product advantages. This strategy combines the
viewpoint of a key opinion leader with hard data geared to
the unique technical capabilities of product surgical tool.
Other effective uses of embedded video include:
• Mechanism of action video - Schematic animation
illustrating the novel mechanism of action of a new
pharmaceutical product.
• KOL presentations - Recorded seminars or
symposium presentations by an opinion leader.
• Product or treatment demonstration - Patient
testimonials, before-and-after, or product
demonstration videos.
7. Insights:AWhite Paper Report
6
Links to More Information.
Just below the embedded video player, provide links for
further information, including clear directions to “Click the
links below.” The links can point to prescribing information,
clinical trial data, or important safety information. Any type
of informational handout that could go in a rep’s briefcase
can be delivered by a clickable link.
ePrints.
Embedded links to electronic article reprints of pivotal
clinical trials from peer-reviewed journals are a particularly
educational asset. ePrints substantiate product claims by
linking readers directly to the original, supporting clinical
evidence.They help drive readers to published and cited
content relevant to your product—without leaving the
journal app.
ClearCalls toAction.
Our Pajunk example provides several clear options to
prompt further action by physicians. Readers are provided
with a direct e-mail link and phone contact with a product
rep, along with a free sample offer.
Leverage the timeliness of journal app ads, by inviting
readers to visit the manufacturer’s booth at a major
conference that is ongoing at the time the ad appears.
This type of engagement provides opportunities for action,
delivering leads, and generating face-to-face interaction.
Cross-Media Integration—Print and Digital.
Capitalize on your campaign’s strong visual appeal by
carrying it through every aspect of the journal-reading
experience. Print is still an important avenue for reaching
readers, and every LWW journal ad purchase includes
both print and app space. Capitalize on that opportunity
by carrying a consistent design and theme across your
print and app ads. Your dedicated print ad reinforces
the messaging and value of your in-app ad and
multimedia content.
Cover Bands.
An in-app cover band ad greets all readers, providing striking
visual imagery and reinforcing awareness of your campaign
and branding.This is followed immediately by a full-screen ad
with all your multimedia content for a one-two punch.
Similar display ads in print make a memorable impression
and reinforcing opportunities for in-depth information.
Career, Education,and Events.
Journal recruitment and educational program advertising
captures the interest of specialists in their work zone. Include
an embedded video showcasing the recruiting medical center.
Links allow readers to directly apply on your career website, or
register for your program or
event. A LinkedIn button lets
potential applicants access
your company profile, the
latest job postings, and more.
8. Insights:AWhite Paper Report
7
Sharing Icons for Easy Response.
Similarly, there are conventional icons for links to email,
such as an envelope. By now we all recognize the familiar
logos for social media platforms—especially Facebook,
Twitter, and LinkedIn.
In-App App Advertising—Best Practices.
Thinking digitally also means paying attention to the details
that go into a well-constructed interactive digital ad. With
thousands of LWW app issues successfully delivered, we’ve
built a solid track record with app journal advertising.
In this section we offer a few “best practices” to help
maximize the engagement potential of app advertising.
These features meet the goal of providing relevant
information and features that are inviting to use and
frustration-free.
Make InteractiveAssets Look Interactive.
Interactive assets should look like what they are. If it looks
like a button or arrow, there’s a good chance readers will
tap it—at least more reliably than they will click on a text
hyperlink.
But text still plays an important role in explaining what your
interactive assets do. Pairing your “play” button with text
promotes interaction—inviting readers to “Learn More”
or “Visit Us.”
Common Standards for Buttons and Links.
Conventions for buttons have emerged that make it obvious
what will happen if you tap. The illustrations show examples
of buttons for audio, video, web links, and scrolling that most
users will intuitively understand. Use arrows selectively—
they’re best reserved for scrolling and other interactive
directions, or to play videos.
Audio
Video
Web Links
Scroll
Don’t Use
QRCodes
NoQRCodes.
We recommend that you not use QR codes in your app
advertising—your reader would have to get out a
Smartphone to scan the code on a tablet! Use web link
buttons instead—they’re much easier and more intuitive.
Bleeds and Navigation.
Maintain some space between your ad and the top app
navigation bar and the bottom “scrubber” bar of the app—
at least 50 pixels. To avoid frustrating mistakes, keep
buttons for interactive content near the middle of the ad,
rather than near the navigation controls.
9. Insights:AWhite Paper Report
8
Three years after the first iPad was sold, the digital transformation is upon us. This white paper
serves as a snapshot of the potential advantage of digital for healthcare advertisers. While the
formats are changing, busy clinicians still rely on journals as their most important source of
professional information.
Journal apps provide healthcare professionals with better access to the journals they value,
encouraging them to visit more frequently and spend more time per visit. As a leading, global
publisher, LWW is committed to continually innovating the journal to be more accessible,
appealing, effective, and indispensible to readers.
By sharing our experience, we hope to ignite your own ‘thinking digitally’ about reader
engagement and interaction and how design concepts, tools, and app ads can extend and
add value to your brand—while providing invaluable metrics to show you how your investment
is paying off. We encourage all who market to healthcare professionals to bring their best
creative ideas and learn how LWW app advertising help them to reach, engage, and access their
target audience.
Bring Your Best Ideas!
“The best approach is to work with our trained group of solution specialists to develop a marketing
program tailored for your products and your objectives,” says Fabien Savenay.
Representatives are available for appointments to demonstrate our
capabilities and brainstorm about your digital advertising plan.
Contact us today by visiting the LWW Advertising Center
at http://www.lww.com/advertising, or email us
at marketingsolutions@wolterskluwer.com.
