With increasingly more people owning smart phones year over year, the growth of mobile web usage is explosive globally and especially in the United States. Projections show a huge increase in consumers' use of mobile health websites and applications, thus the opportunity to engage mobile consumers is NOW. In this webinar we will discuss how to target and engage health consumers through mobile landing pages, applications and advertising.

1. REACHING HEALTH CONSUMERS WITH MOBILE SITES, APPS AND ADS Presented by Jessica Liu Twitter @jaielle EMG Digital Marketing Manager Follow @EMGtheagency, #EMGmobile

3. Webinar presentation will be recorded

4. Link to be sent to attendeesPresentation posted to EMG Knowledge Center

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9. Agenda Overview of Mobile Landscape Reaching mHealth Consumers With Mobile Sites and Applications Mobile Sites Best Practices mHealth Advertising Opportunities Key Takeaways / Q&A 5

10. 6 Mobile Landscape

11. What is Mobile? 7 Mobile Devices = Handheld devices, on the go and immediate Feature Phones Smartphones High-End Devices Tablets

12. Over 70% of the world’s population has mobile phones. 8 Over 5 Billion Cell Phone Subscriptions Worldwide. 6 in 10 American adults go online wirelessly with a laptop or mobile device. 82% Of American adults have a cell phone. Sources: Pewinternet 2010, Wikipedia http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

13. U.S. smartphone users will nearly double from 2011 to 2015. There is an exponential growth of individuals who use a smartphone at least once per month. 9 80% Of all U.S.mobile internet users are Smartphone owners. Note: U.S. Smartphone Users, 2009-2015 Source: eMarketer, Dec. 2010

14. Smartphone applications and web usage are on the rise. 10 Increase year over year in the percentage of smartphone users who use apps and browse the web. Used Downloaded App Used Browser 2009 2010 2009 2010 Note: Ages 13+; 3 month average for the periods ending Aug 2009 and Aug 2010 Source: comScoreMobiLens, eMarketer 2010

15. Tablets are part of the growing mobile market. 11 Tablet Sales Worldwide 2010-2012 Frequency of iPad Usage Among U.S. iPad Owners Note: Surveyed Ages 25-59, Sep 2010 Source: eMarketer, 2010

16. Online Activity: Mobile is just as prevalent as desktop. 12 Global Mobile vs. Desktop Internet Population, 2007-2015 Global Internet Users(MM) Source: Morgan Stanley Research, April 2010

17. Mobile complements desktop and is always on. 13 Daily ViewDesktop Searches vs. Mobile Searches Weekly View Desktop Searches vs. Mobile Searches Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

18. 14 Daily ViewDesktop Searches vs. Mobile Searches 12pm Noon 8 pm Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

19. 15 Weekly View Desktop Searches vs. Mobile Searches Mobile searches increase over the weekend while desktop searches decrease. Mobile Desktop Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

20. What is mHealth and how has it changed? 16 mHealth = Mobile Health The following table shows the changes in the market that support the growth of mHealth: Source: research2guidance, Will smartphone apps become the killer application of the mHealth market? Oct. 2010

21. Types of Health and Wellness Information Searched for Online 17 8 in 10 have looked online for health information. – Pew Internet & American Life Project, 2010 Internet Users Source: iCrossing: How America Searches – Health and Wellness, 2008

22. mHealth searches are growing! 18 One Year Mobile Health Search Growth Rate Healthcare Search Growth Rate: Increase of 1,341% Average growth rate for all categories Source: Google Internal

23. Mobile Means Increased Accessibility Health information is searched everywhere. 19 Health consumers are constantly browsing and searching for health information. Mobile searches: Fulfill an immediate need: action-driven Location-focused Done faster, use shorter keywords Source: Google & OTX, Health Consumers Study December 2009

24. 20 Reaching mHealth Consumers With Mobile Sites and Apps

25. 21 Mobile Sites

26. Should I optimize my website for mobile? 22 In the next 18 months, 15-30% of site traffic will come from mobile. Example: Web analytics from EMG Client A Mobile Mobile Visit Growth: Increase by 446.55% From 2010 to 2011

27. Mobile landing pages are key! 23 The number of mobile websites grew from 150,000 in 2008 to 3.01 million in 2010, faster than the growth of websites viewed on desktop computers. = 2 year growth rate of 2,000%+ HTML Site on Android Optimized Mobile Landing Page Source: Mobile Web Progress - dotMobi

29. Less scrolling

30. No pinch and zoom

33. Slower connections

34. Less rendering capabilities (i.e., no flash, JavaScript)

35. 25 mHealth Apps Landscape

36. 26 “Our findings indicate that the long-expected mobile revolution in healthcare is set to happen. Both healthcare providers and consumers are embracing smartphones as a means to improving healthcare.” – Ralf-Gordon Jahns, Head of Research at research2guidance 17,000 mHealth apps in major app stores. There are 43% of mHealth apps are designed for healthcare professionals. Source: research2guidance, Global Mobile health Market Report 2010-2015, Nov 2010

37. Mobile Applications 27 In the last 2 years, there has been an explosion in the number of mobile consumer and patient education healthcare applications and content. 20% Of consumers currently use health apps on their mobile device. Source: Google & OTX, Health Consumers Study December 2009, Mobile Health News

38. 28 500 million people will be using healthcare smartphone apps by 2015. Smartphone applications will become the dominant app for mHealth solutions. Source: research2guidance, Global Mobile health Market Report 2010-2015, Nov 2010

39. 29 mHealth Apps Done Well Mayo Clinic Symptom Checker App Source: Mayo Clinic, Mayo clinic Releases Mobile Apps, March 2010

40. 30 mHealth Apps Done Well WebMD iPhone & iPad Source: WebMD

41. 31 mHealth Apps Done Well iTriage Mobile Health Available on smartphones and tablets Source: iTriage

42. Consumers vs. Physicians: Tracking Health 32 Consumers 41% prefer to have more of their care via mobile. 27% said medication reminders via text would be helpful. 40% of Consumers said they would pay for remote monitoring device with a monthly service fee. Physicians 31% said they use or would like to use text for routine administrative communications. 57% of Physicians said they want to monitor patients outside of the hospital. Source: PWC, Health Research Institute, Healthcare Unwired Sep 2010

44. Takes less resources to develop a mobile site than a mobile app

45. Brands have more control over publishing and updates (no approval from manufacturer app store)

46. Accessible to all

47. Mobile sites can work on all mobile devices that have browsers

48. Content from mobile web is searchable and search-friendly

49. Easy adoption

51. Your mobile site is limited to simple coding with no flash and limited JavaScript

52. Cannot use phone hardware features such as GPS or sensors

54. Mobile Applications vs. Mobile Optimized Sites 35 Both bring something to the table. Mobile browser is similar to a desktop browser. Research indicates that smartphone owners are equally active in using the web and apps: 80% web browsing and 77% app usage 80% Web Browsing 77% App Usage versus Source: Frank N. Magid Associates, Oct 2010 Survey

55. 36 Connect Your Brand to Mobile UsersBuild a Mobile Website Experience

56. Mobile Sites Best Practices | Dos and Don’ts 37 Mobile Website Standard Website  Simple Navigation

57. Mobile Site vs. Desktop Site Branding should be consistent 38

58. Mobile Sites Best Practices | Dos and Don’ts 39  Lists and keywords  Full site option  Include CTAs

59. Mobile Site vs. Desktop Site Keep it simple, include a call-to-action such as “Click to Call” 40

60. Mobile Sites Best Practices | Dos and Don’ts 41

61. 42 Mobile Advertising Opportunities for Healthcare

62. People take action after viewing ads. 43 Source: Universal McCann 2009, Brightkite 2009 (US Study)

63. Mobile Advertising Options Mobile Web Mobile web banner ads Mobile search text ads Text Messaging (SMS) Short message service – exchange of short text messages (160 characters) Multimedia Messaging (MMS) Rich media messaging service – send and receive messages that can include graphics, photos, audio, video and text Mobile Video and TV Billboard ad, bumper ad, pre-roll, mid-roll, post-roll ads Mobile Apps In-app display ads Integrated ad Branded mobile app Sponsored mobile app 44 Source: MMA, Mobile Advertising Guidelines Version 5.0 http://www.mmaglobal.com/mobileadvertising.pdf

64. Mobile Web Advertising Options 45 Focus on Mobile Search & Display

65. 46 Mobile Search Advertising for Healthcare“The Low Hanging Fruit”

66. Mobile search is growing exponentially. 47 Healthcare Search Growth Rate – Mobile vs. Web (1 year) Increase of 1,060% Mobile search growth rate over 1 year! Source: Google Internal

67. Health Mobile Search Trends (2008–2011) 48 Source: Google Search Queries

69. Mobile Search Ad Formats 50 Site Links: Include links to other pages on your site for more options and conversions. Click-to-Call Ads: Make it easy for users to call you with one click. Google beta participants saw a 5-30% increase in CTRs. Location Targeting: Provide location-specific offers, maps or directions to users on the go.

70. Sample Click-to-Call Mobile Ad 51

71. Benefits of Click-to-Call Ads 52 Click-to-Call ads create an opportunity to reach customers in the right place and in the right mindset which results in high quality leads and dramatically lowered CPAs. It is an opportunity to capture customers who wouldn’t otherwise convert on their mobile devices. Higher CTRs: Ads with phone numbers are seeing as much as a 30% increase in overall mobile CTRs and lower CPCs for the same position.

72. 53 Mobile CPCs are 35.5% lower than desktop. Mobile CTRs are 29% higher than desktop. EMG Data – Our healthcare clients see lower CPCS and higher CTRs. Mobile Mobile What does this mean for your organization? Right now, competition is lower in mHealth, so CPC and CTRs are better compared to desktop. The time to act in mobile is NOW! Source: EMG internal data: 4 accounts Nov 2010-Mar 2011

73. Get Started in Mobile Search Today! Take advantage of the lower CPCs and higher CTRs (time sensitive) Start testing and build your campaign spend history This will help with better Google Quality Score in the long run. Create mobile campaigns separate from your desktop campaigns Separate mobile campaigns see significantly better mobile performance than hybrid campaigns. Clicks 29% Click-through rate Hybrid Mobile only 11.5% Hybrid Mobile only Separating out mobile campaigns from desktop drives significant performance gains – from more granular control of bids, budgets, keywords and landing pages.

74. Example Lead Acquisition Process With Mobile Landing Page 55 Health consumer searches for “drug rehabilitation.” Consumer sees click-to-call ad. They call from a mobile phone. Consumer dials the “call tracking” phone number. Consumer completes the form or calls from mobile phone.

75. Key Takeaways 56 Smartphone adoption is growing at an explosive rate, which contributes to the increase in mobile web usage. mHealth searches are increasing every month. 1 2 Developing a mobile compatible website is a must! The mobile applications market is growing, and there is demand from both physicians and consumers for mHealth apps. 3 4 Increasing your brand awareness through mobile advertising early on in the mobile space will be critical to your long term success.

76. Benefits of Working with an Agency 57 Strategic Partnership is Key Select an agency with capabilities that can be aligned with your strategic goals. This will ensure that your overall marketing strategy is not lost in your online marketing efforts. Improve Your Team’s Efficiency An agency partner can provide additional expertise, research and support. This allows your in-house team to focus on executing other parts of your marketing plan. Need recommendations on how to improve your current mobile efforts? Need a mobile site or app? Need support for mobile advertising? Need help integrating mobile with your overall marketing plan? We’re here to help!

77. Mobile Sites Best Practices | Dos and Don’ts 58 Print and Keep this!

78. Q & A 59 Thank You! Contact us today to learn how EMG can apply its expertise in mHealth to help you get started!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Youtube.com/earthboundmediagroup Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.html STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup