1.
AGAIN
2012
It’s the Year of Mobile!

2.
Agenda
• Components of Mobile Marketing
• B i Strategies and Quick Wins
Basic St t i d Q i k Wi
• Why Pharma Should Build a Long Term
gy
Strategy

3.
The mobile environment: mobile services
Functionalities and enablement
Geo-Location
Internet Augmented
A t d
Access Texting & Click to call Reality
shortcodes
Website Apps Texting
optimization
(Content and (Text Message)
(Content mobile Functionality)
Camera & rendering)
QR codes Video
Multi Channel I t
M lti Ch l Integration
ti

4.
Agenda
• Components of Mobile Marketing
• B i Strategies and Quick Wins
Basic St t i d Q i k Wi
• Why Pharma Should Build a Long Term
gy
Strategy

5.
#1: Low hanging fruits
74% of consumers using Ph
f i Pharma online resources and tools
li d l
TAKE A HEALTH RELATED ACTION*
Mobile Visits (% of total traffic)
16%
5%
Q1 Q2 Q3 Q4 Q1 Q2 Q3
2010 2011
With mobile devices, Internet access switches from
“always on” to “always there”
Manhattan Research – ePharma Consumer V11 - 2011

6.
#1: Low hanging fruits
Pharma brand.com mobile optimized sites
p
+150% 19%
7%
2011 2012
n=50

7.
#2: Don’t boil the ocean….
90% of the mobile
traffic on my sites is from iOS
and Android
Smartphones/Tablets
S t h /T bl t

8.
#2: Don’t boil the ocean….
Feature Phones Smartphones
~85%
BlackBerry
Some Androids
Apple iOS
Most Androids

9.
#3: It can be simpler than we think!
VS.
VS
www.brand.com = m.brand.com www.brand.com

10.
#4: It’s about customers and consumers…
Web Vs. Apps
61% 32%
Usage among
mobile health users
43% 28%
Usage and Interest
among online users
Cover the basics THAT HAVE SCALE
Manhattan Research – ePharma Consumer V11 - 2011

11.
#5: Digital media consumption is not a zero sum game
Mobile Access to Online Information
Any Info Health Info
At Home 93% 79%
Commuting 87% 28%
At Work N/A 32%
At the Doctor's Office 53% 24%
While Watching TV 35% 35%
Understand the context of access via mobile devices
Manhattan Research – ePharma Consumer V11 - 2011

12.
It’s about multi-channel
Of the 26% of smartphone users who purchased something via their
% p p g
mobile device, 68%….did so after doing a search (on their device)
triggered by an add placed in…traditional media
Google/IPSOS OTX MediaCT U.S., April 2011

13.
It’s about multi-channel INTEGRATION!
Use channels to optimize each others…

14.
#6: QR codes increase response but…
Placement & Context Quality, Clarity
Complexity
Test your ads in the context/placement in which they
will be featured (with multiple devices/platforms )

15.
#7: Again, it’s multi-channel marketing…
and email is part of it
82% of smartphone owners use their device for email
Google/IPSOS OTX MediaCT U.S., April 2011

16.
#8: Websites’ functionality and tablets
Ensure that your site functions are supported on tablets

17.
Agenda
• Components of Mobile Marketing
• B i Strategies and Quick Wins
Basic St t i d Q i k Wi
• Why Pharma Should Build a Long Term
gy
Strategy

18.
Mobile is quickly becoming the 1st screen for non-work
related internet access

19.
“Health and medicine are now in the information
technology model”
Ray Kurzweil

20.
Gaming, S i l and M bil
G i Social d Mobile
Is cost per gift the future of advertising?
Branded Virtual Goods Revenues
Worldwide,
Worldwide 2010-2015 millions
350
+55% 300 x20
250
200
150
100
50
-
2010 2011 2012 2013 2014 2015
Source: Viximo and Virtual Greats, "Branded Virtual Goods Market Report;" eMarketer calculations, Aug 5, 2010

21.
Technology cycles include integration

22.
Mobile health care opportunity
EHR/ERX

23.
Mobile, social, gaming and marketing = innovation
but…

24.
The opportunity
Treatment centric
Medication/Brand Centric -Support (Help -push pull)
-Education & Awareness
Ed ti A -Therapy
Understanding Disease -Be here for me when I need / to better
Understanding Options match my needs
Accepting the need of medication -Compliance (motivate)
Understanding the Medication Renewed commitment
-Awareness & conversion
Awareness -Focus on quality of Life
q y
-Commitment to treat Patient / Patient environment
-Content based on
segmentation/personalization
Current State Future State