2013 digital trends for healthcare

HEALTHCARE 2013DIGITAL TRENDSThird annual report on our world, our industry and our opportunity

ABOUT THIS PRESENTATIONOur third-annual digital trends in healthcare report was co-created by digital enthusiasts throughout GSW and at our sister agencies.Key contributors included: Abdul Khimani, Amy Morrison, Leigh Householder, Patrick Ortlieb, Patrick Richard, Phil Storer, Ryan Deshazer, Sarah Tang, Scott Holley, Stephan Saba, Tyler Durbin, Wade Taubken, Whitney Poma

To discuss this report live or request a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com

DIGITAL IN CONTEXT:FOUR KEY BUSINESS TRENDS

In the last decade, our industry brought 300 new drugs to market, created new categories of care, and served millions with a single compound. The years ahead will look very different, driven by four key trends:

1. Commoditization: Increasingly, we’ll see drugs that are 5th, 6th, 7th to market with small feature differentiation and limited impact. Generic erosion and off-label writing will further muddy crowded categories.

2. Biologic innovation: Biologics are filling pipelines with the next generation of "blockbusters.” These more expensive drugs serve smaller patient populations and will demand both payer partnerships and new levels of patient service.

3. Fewer Human Connections: The explosion of specialty pharma, payer interventions, and digital consultations will continue to make medicine more remote and disconnected from the core human interactions that once drove experience.

4. DIGITAL TAKES THE LEAD IN THE MARKETING SUITEA recent survey found that pharmaceutical manufacturers increased the involvement of digital media in their marketing mixes from 27.6% in 2009 to 48.8% in 2011.

In 2013, it’s expected to take a firm lead in marketing investment. Let’s take a look at just what digital can do:

“Pharmaceutical Digital Marketing and Social Media,” a study published by Cutting Edge Information, 2012

OUR WORLDTrends changing how we live and work

OVERVIEW

FULL MOBILITY

KNOW ME EXPECTATION

COMMON INTEREST

QUANTIFIED IMPACT

DIVIDED ATTENTION

1 2 3

4 5

FULL MOBILITY

In 2013, mobile phones willovertake PCs as the most common way to access the web.

Gartner, 2012

1

“Increasingly mobile users won’t differentiate between devices, they’ll move seamlessly between them. Expecting to be able to find everything they need on any device — phone, reader, tablet, laptop — they might be carrying. And, augmenting the experience of a big screen — gaming, television, movie — with what they can find on smaller screens. Our opportunity is to think about mobilty, not mobile.

Stephan SabaVP, Digital Strategy

GSW Worldwide

MOBILE ACCESS: MY PERSONALCLOUDAfter all the technical hub-bub about 2012 being the year of mega servers and enterprise clouds, 2013 is set to make the cloud easy and personal. These personal clouds will be the single biggest enabler of mobility. The number of personal cloud subscriptions worldwide topped 375 million in the first half of 2012. They’re expected to more than double in 2013.

IHS iSuppli, 2012

MOBILE TOOLS: A TABLET UNDER EVERY TREETablet sales will more than double this Christmas, grabbing the largest slice of the consumer electronics market.

Apple’s iPad and iOS software will continue to lead this holiday season, but by mid 2013, we expect the Android platform to own the critical 50%+ of the market.

MOBILE ADOPTION: NEWLY MOBILE SENIOR SETMore seniors than teens own tablets. Texting and growing smartphone adoption are adding to the mobility of people ages 65+

13%Of people 65+ own smartphones

Compare to:46% of all adults34% of 50–64 year olds

Pew Internet and American Life Project, 2012

8%Of people 65+ own tablets

Compare to:5.5% of 13–15 year olds20% of 35–44 year olds

34%Of people 65+ send and receive texts

Compare to:80% of all adults72% of 50–64 year olds

KNOW ME EXPECTATION

Online consumers expect companies to use what they know to tailor digital experiences to their needs.

2

Abdul KhimaniDirector of Analytics

GSW Worldwide

“Imagine your own digital identity trail: what you’ve searched, bought, shared, and recommended. When and where you’ve logged on and what devices you rely on. It’s a rich view into your preferences and a strong predictor of what else you’ll care about. And, importantly, it’s something most digital consumers expect brands to use.

Increasingly, they expect brands to use what they know to create more relevant experiences, deliver custom offers, and make meaningful recommendations. That’s creating a new digital divide – between the companies that “know me” and companies that pretend we’ve just met.

THE NEW DECISION SET:SOLOMOWhen someone visits a website, we immediately know three things: what device they’re using, where they’re located and what time of day it is. If they’re logged in, we can add another dimension: who they’re connected to.

SoLoMo stands for social-local-mobile. It’s an emerging new standard for apps, search and experience. One focused on using what we know about people to give them highly-targeted, context-rich communications that are immediately actionable.

A FAIR TRADE:IDENTITY AS CURRENCYThere’s one thing you can’t buy online: Privacy. Instead, people trade it – sharing personal identity for access and free services, while constantly renegotiating what they’ll share and for how much.

Universal login options – like “sign in with Facebook” – simplify signup, but increase questions about identity and access. How much do you need to know to send me a coupon?

A NEW THIN LINE:COOL OR CREEPY?People expect apps and websites to be customized based on their preferences and behavior, but not too customized … Retailers like Urban Outfitters have seen a backlash when personalization got too presumptuous and overt.

It turns out that hyper-customization may produce reactions similar to the “uncanny valley” effect in robotics in which people find themselves repulsed by humanoids that too closely resemble human beings.

COMMON INTEREST COMMUNITIES

Smaller social communities connect people around common interests or geographies.

3

Whitney PomaSocial Media Analyst

GSW Worldwide

“This isn’t another prediction about the end of Facebook. Instead it’s a next era of adoption. People will continue to use Facebook for broad updates and ambient connections. But, they’ll also increasingly use niche communities to go deep with people and media they care about.

POWERFUL PHOTOS:TO PIN OR FILTER?The current darlings of interest-based social media appeal to users’ creativity. On instagram, users apply filters to upgrade digital photos. On Pinterest, they amass visual collections of inspiration. Through Spotify, they can share best-ever playlists.

What social network got to 10 million users the fastest? Not Facebook, Pinterest.

SMALLER NETWORKS:THE NEW “IN” CROWDRemember Dunbar’s number? It’s the equation that points to how many friends — people you have some kind of reciprocated relationship with — you can really have. It’s 150 — despite what your current Facebook count might tell you. Micro communities like Path couldn’t agree more. They use friend limits to make you choose who your real friends are.

Nextdoor uses geography to keep networks intimate. Users join with their home address and are automatically placed into a home neighborhood. All their connections and content come from people who live nearby.

CONNECTED CORPORATIONS:WANT TO CHATTER?A growing number of companies are using internal social networks to encourage employees to share their thoughts, opinions and ideas with their colleagues. Nearly 100,000 companies use the industry-leading solution, Chatter, by Salesforce.com

QUANTIFIED IMPACT

Once just a nation of calorie counters, America is now home to a critical mass of self-trackers.

4

Patrick RichardVP, Digital Strategist

GSW Worldwide

“Quantified self enthusiasts have long believed that measuring your everyday activities can help improve your quality of life. Their commitment to tracking went mainstream when clip-on and slip-on trackers made it easier than ever to find out just what kind of impact exercise, sleeping and eating are really having on health goals.

PART OF A GROUNDSWELL:70% OF AMERICANS ARE SELF- TRACKINGSixty percent of Americans are tracking weight, diet, or exercise. One-third track health indicators or symptoms, and one-third are tracking a health indicator for a loved one they care for. Altogether that adds up to 7 out of 10 doing some kind of self-tracking, but only about a fifth are using technology like mobile devices to keep track.

Pew Internet and American Life Project, 2012

BUILT-IN COMPETITION:EVERY WORKOUT IS BRAGGING RIGHTSWearable self-trackers like the Fuel, Fitbit, Nike+ and others add a competitive element to tracking by recording distance, pace, time, and calories burned.

When those numbers are posted to social networks, the competition (and the swagger) are even greater.

A MATTER OF DEGREE:TRACKING CAN BE ONE NUMBER OR A PERSONAL DASHBOARDToday’s home trackers let people evaluate multiple, interconnected parts of their lives. They can track vitals, sleep, eating, exercise, supplements and more to understand what inputs create a better day and what ones just aren’t working. Others use a simpler approach:

The Skinny Jeans Tracker: Someone who is tracking their weight only by noticing when they can’t fit into a certain pair of pants.

THE DIVIDED ATTENTION ECONOMY

The new multi-tasking norm means real attention is really valuable.

5

Sarah TangSr Digital StrategistJSA and GSW Canada

“We’ve been busily multi-tasking for a decade, constantly feeling as though we may run out of the time we need to complete any one thing. With ubiquitous access to a constant stream of information, multi-tasking in today’s always-on, always-connected world has evolved into hyper-tasking: a state beyond the office that is pervasive in all aspects of our lives.

NEW RITUALS:FOCUS IS LOVEKeeping all that multitasking from interfering with real life isn’t easy. At work, at home, and on the go, people have created new rituals designed to give them time to focus. Companies have banned internal emails at least one day / week, families have strictly limited total screen time (not just TV or phone), and friends around the world have started stacking their phones at dinner.

Phone stack: When friends and family are together for a meal, everyone stacks their phones in the middle of the table. First to pick up their phone, pays the bill for all.

MULTI-LAYER ENTERTAINMENT:TV VIEWING CHANGED FOREVERMore than 70% of us use some time shift features on our televisions. An equal amount consume multiple mediums at a time with television + internet being the biggest combination. Add in living room game stations, interactive commercials, and set-top boxes that seamlessly stream personal content into typical television programming and you’ve got a whole new era of viewing.

Social brings back appointment TV: Twitter has brought the water cooler to the TV show in real time. You no longer have to wait until the next day to discuss what happened with your friends – you can discuss it, as it’s happening, with everyone in the world who is watching.

BIGresearch, 2012

NEW NEEDS:POWER SEEKERSMaybe you’ve had the juice jitters? Under 20% battery life left on your favorite device with a long flight (or meeting or dinner) ahead and no outlets in sight. It’s a modern horror story. At conferences, behind neighborhood bars and even through fences during power outages, sharing power is the 21st Century’s go-to random act of kindness.

OUR INDUSTRYTrends changing healthcare marketing

OVERVIEW

MOBILE FOCUS

SHARING SCREENS

RETAIL SELF- CARE

CONTENT CONNECTION

MAINSTREAM TELEHEALTH

RECLAIMING DATA

COMPETITIVE LEARNING

DIGITAL IP

1 2 3 4

5 6 7 8

MOBILE FOCUS

Pharma is putting mobile first, creating new kinds of tools and support systems and building lasting connections.

1

Amy MorrisonDirector of Strategy and Planning

Blue Diesel

“For years, we always started with a website. Today, we design for the user and the user’s needs/goals first—the platform is secondary or tertiary. Our work must, first and foremost, be about finding the customer, wherever they are and on whatever device they’re using, and making sure they have a consistent, satisfactory and, dare I say, delightful, experience.

PROVEN PLATFORM:SMS AT THE CORE OF MOBILE HEALTH From supporting pregnant women to helping people quit smoking to dealing with cancer pain, simple text messages have proven to be a powerful tool in supporting better outcomes.

One example: An integrated report, based on five studies, with a total of more than 9,000 participants, found that smokers who used mobile messaging interventions were twice as likely to make it six months without smoking as those who didn’t.

TRENDING APPROACH:RESPONSIVE RXThe growth of mobile access and the fragmented mobile OS and device ecosystems associated with it have led drug and device manufacturers to look for a better way to create websites that are usable on any screen. In 2012, many began using responsive design. In 2013, we expect that adoption to more than double.

Responsive design means designing a website/app that will work on any screen size by responding and adapting to it. No more separate sites for each device.

In addition to improving usability and simplifying development, responsive design has two other critical benefits – Google calls it an SEO best practice and analytics junkies say it lets you better compare content use across screens and locations.

NEW TEAMS:PHARMA TAKES MHEALTH BEYOND MARKETINGPharma leaders are increasingly turning toward integrated teams to develop mobile initiatives that go beyond the scope of individual departments. They’re incorporating the efforts of marketing, medical affairs and IT within new mobile health teams and task forces.

Cutting Edge Info, Pharmaceutical Mobile Health, 2012

SHARING SCREENS

Looking at a screen is increasingly a collaborative experience, one that earns attention and promotes understanding.

2

Tyler DurbinProduct Manager

iQ, the innovation lab of GSW Worldwide

“Reps told us doctors were taking the iPads right out of their hands. They don’t want to watch another presentation, they want to be part of a real conversation – interacting with data, trying out formulas, and exploring. That’s changed the way we think about developing for the screen.

EASIER ACCESS:AN IPAD FOR YOUR POCKET

62% of physicians already own an iPad (or another tablet), but, in the weeks before the launch of the iPad mini, 1/3 told Epocrates they planned to buy the new smaller version. Their #1 reason: easier to carry it around with them on rounds.

Manhattan Research, Epocrates, 2012

INTERACTIVE SALES:CO-PRESENTINGAn emerging new generation of sales tools are designed to get doctors involved. They leverage the touchscreen interface of the iPad with remote control peripherals and build-it-together profiles, formularies and MOAs that are simplified to make participation easy and rewarding. At the pharmacy counter, patients are getting hands-on, too. Kiosks and docked iPads let them answer questions critical to care. Using one app created at Purdue University, they can tap answers to five questions that will catch 60 percent of all known medication side effects.

TEACHING MOMENTS:NEW TOOLS FOR POINT OF CARE

In late 2012, Epocrates joined GE and others in creating point-of-care teaching tools designed just for the iPad. The need is clear: although 78% of doctors believe they bear primary responsibility for good communication with patients about their treatment, a full 75% of patients leave their physician’s office without appropriate information to explain their illness or treatment.

Some tools, including Fluent, created by GSW Worldwide, include a custom education packet that lets patients take home personalized documentation about what they discussed.

The Schwartz Center For Compassionate Healthcare, Spring/Summer 2011National Academy on an Aging Society

RETAIL SELF CARE

Great new health tools that actually fit in our lives are bringing healthcare home.

3

Patrick OrtliebDirector, Strategic Services

Blue Diesel

“Never before in history have patients and practitioners had better access to personalized health data. Patients and practitioners are already swapping data points to inform decisions and track outcomes. Soon, this confluence of clinical and self-care data will transform expectations of the traditional health app. Next generation apps and third-party peripherals will have simpler user-interfaces, be more customizable to flex with the nuances of personalized health, and ultimately, more insightful—driving additional decisions both in-and-out of the exam room.

FINALLY:HEALTH DEVICES THAT WORK WITH OUR DEVICESWhen you walk into the Apple store today, you’ll see the newest Macbooks, iPhone 5s, and an entire shelf of medical devices—from Sanofi’s blood glucose monitor to Withings blood pressure cuff. These new devices are designed with simple, consumer interfaces and plug easily into our favorites devices for self tracking or EMR synching.

QUANTIFIED HEALTH:DRIVE TO WEARABLESThe latest industry models point to a doubling of the wearables market by 2014 – with parity between the fitness and health markets by 2017.

These body monitoring sensors – like Fitbit – were born of the retail, exercise marketplace, but are quickly finding a foothold in healthcare.

Early predictions are that smart clothing designed to track nutrition and continuous glucose monitors will be the first to dominate the wearable health market.

Juniper, IMS, 2012

FROM PILOT TO PROOF:TELECOMS BRING REMOTE MONITORING TO MASSESEarly remote monitoring studies heralded fantastic results – improving everything from compliance to safety to outcomes. Now, it’s traditional telecom companies trying to grow big new markets around the promising technology.

AT&T has an entire in-home monitoring suite with 24/7 nurse support. Rogers Communications is offering infant pajamas with built-in biosensors. And Verizon has made a big investment in in-vehicle monitoring.

CONNECTION THROUGH CONTENT

xxxFor curious spiders and curious people, the most effective marketing starts with content.

4

Ryan DeshazerSVP, Digital Experience

GSW Worldwide

“Content strategy is essential for the semantically driven future in search. Technical on-and off-page SEO factors will continue to see a decline in importance. The most compelling and desirable content will win. The opportunities to answer people’s questions, tell stories through social, and promote individual expertise are almost endless.

ORIGINAL PROGRAMMING:PHARMA PARTNERS TO CREATE ENTERTAINING MEDIAIt all started with J&J. A video on their popular YouTube channel could earn hundreds of thousands of views with little or no promotion. That led device and drug companies to craft their own strategies based on content.

One popular answer seems to be partnerships with major media companies. Lilly’s deep collaboration with Disney has created multiple books for families dealing with Diabetes (and even a character with Type 1). Sanofi’s latest effort is a national call for people with diabetes who want to co-star with Elizabeth Perkins in an upcoming documentary series.

THE NEW KOLs:AUTHOR AUTHORITY AND GOOGLEContent alone has ceased to be king. The new opportunity is content + thought leadership. That means you’ll see a growing number of pharma companies cultivating the online personas of their most talented employees.

The impetus is an algorithm. Google now allows individual content creators to “claim” the content they author through placement of a HTML attribute, rel=author. According to Google, that rel=author attribute is in effect for ~20% of all search queries.

CURATION NATION:PHARMA FINDS THE “BEST OF”With almost 200 million websites and over half a million apps to choose from, many of today’s searchers are overwhelmed. They don’t want more opinions, they want a clear path to the most relevant, credible ones.That’s led leaders like Boehringer Ingelheim and Genentech to rethink their content investment: from creation to curation. They bring together the information people are looking for in one, easy-to-navigate space.

iTunes is doing a little of its own curation for health by serving up the very best apps for HCPs.

MAINSTREAM TELEHEALTH

Once relegated to rural areas, telehealth is now a major player in medicine – and, it’s expected to double in size in the next two years.

5

Leigh HouseholderVP, Experience Strategy and Innovation

GSW Worldwide

“Once the topic of futuristic videos (in which your doctor beams into your living room on a big screen and takes your vital with flashes of light), telehealth is now part of the every day practice of medicine. Chances are you already have access. In fact, a critical mass of insurance plans and practice programs actively encourage members to interact with their doctors through video, email or text messaging.

A SIMPLER SOLUTION:FOR EVERY DAY HEALTH, TELEMEDICINE JUST WORKSA recent study by the Affiliated Workers Association, found that more than 36 million Americans have used telemedicine.

For simple consults, the practice makes sense. The American Medical Association says that as many as 70% of doctor office visits are for information or matters that can be handled over the phone.

AN EARLY LEADER:VETERANS HAVE ACCESS TO CUTTING EDGE TELEHEALTHThe VA has used telehealth to connect with an estimated 460,000 veterans in the past year and is looking to double that number in the coming year with an aggressive campaign that includes new and expanded services.

Today, the program offers apps, home videos visits, even educational iPads for caregivers.

The VA's telehealth program has seen 30 percent reduction in bed days of care and 80 percent patient satisfaction rates and saved an estimated $1,900 per person annually and consistently since 2005, moving it well beyond the "pilot" stage.

AN ISSUE:REIMBURSEMENT IS IMPROVING, BUT A NEW CHALLENGE REMAINSAdvocates on all sides are working together to tackle the single biggest challenge to telehealth: Reimbursement. Phone calls, emails, even video chats aren’t typically covered the same way an in-person appointment is.

In July, Michigan became the 15th state to pass private payer telehealth reimbursement. Others are considering legislation.

A new challenge: When fewer visits are in-person, will education falter? Today, the physician-provided patient education drug and device companies create is still largely printed and shared in office or read in a waiting room. How will it evolve to be part of telehealth?

RECLAIMING DATA

The work that breaks through isn’t just creative or even cutting edge, it’s connected. That kind of work starts with just one thing: data

6

Phil StorerVP. Digital Strategist

Navicor

“We know a lot more than we let on. Pharma’s databases are rich with insight – what people want, what they use, where they go, and what they share. For years, we’ve let that information go unused – considering it in aggregate, but not putting it to work. This year, that changes in a big way. In 2013 pharma will put data to work.

LIVE VIEW: OPTIMIZATION STARTS WITH BETTER KPIsMetrics don’t end the discussion in pharma today – they start it. The favorite two questions: What do we want to accomplish and how will we measure success?

Look to 2013 plans to include benchmarked KPIs, live dashboards, and triggers for optimization and improvement.

PERSONAL CONNECTION:A NEW FOCUS ON CRMIn the last few years, pharma has focused on triggered marketing to create a sense of relevance. A series of standardized messages would start when a particular event happened – like joining a program or starting an Rx.

In 2013, pharma will start a new era of CRM – one that looks much more like consumer marketing with personalized content, retrigger strategies, and multichannel integration.

Look for individual data to drive both the content and the results.

MOTHERLOAD: EMR WILL DELIVER LARGEST CACHE OF CLINICAL DATA EVERIt will blow away the idea of a sample and create a holistic view of American health. Its eventual integration with social media / social intelligence will show the health connections between people and populations. In this new era, a patient profile won’t be a paragraph, it will be a search algorithm. Social data: Adam Sadilek at the University of Rochester and his team analyzed 4.4 million GPS-tagged Tweets from over 600,000 users in New York City over the course of one month to understand flu trends. They were able to create models that not only showed the instance of disease, but also predicted who would catch the flu next.

COMPETITIVE LEARNING

Why study when you can play and learn?

7

Wade TaubkenVP, Digital Strategy

GSW Worldwide

“I read once that the beauty of a game is that it gives you a goal. People will work longer and harder when they have a goal. And, when they’re trying to beat the person next to them to reach that goal? Well, that’s where the real intensity begins.

We used to call this kind of gaming “edutainment.” Today, it’s a lot more sophisticated than that – bringing the best of psychology, information design and wicked good Ux to create addictive competitive learning.

LET’S PLAY: CONFERENCES GET FUN AGAINThere’s a new era of play happening at medical conferences around the country. One that borrows from the fun, interactive interfaces Wii has brought to our living rooms and Rovio and others have brought to mobile gaming. These hands-on competitive learning booths challenge participants with one-on-one competitions and group play.

Physicians are definitely ready to play. Brands who’ve used the iQ.Rival touchscreen game report that docs have queued up to play and often returned to try to preserve their place on the leader board throughout the day.

PEER REVIEWED:NEW JOURNAL, NEW RESPECT2012 saw the release of a first-of-its kind peer-reviewed journal for health games. The bi-monthly pub is dedicated to the development, use, and applications of game technology for improving physical and mental health and well-being. It’s the first to address this emerging, widely-recognized, and increasingly adopted area of healthcare.

The Robert Wood Johnson Foundation also has invested in proving the value of competitive learning. Their Games for Health project has held national and regional conferences to bring experts together to model new ideas and share emerging best practices.

SIMPLY PUT:GAMES MAKE BETTER PATIENTSA growing body of research is showing that games are a “non-pharmacological intervention” that can actually help people be better patients – by increasing their engagement in care, improving adherence, and boosting resilience. A recent publication called "Patient-Empowerment Interactive Technologies” described how therapeutic video games, including the Patient Empowerment Exercise Video Game (PE Game), can help improve resilience, empowerment, and a "fighting spirit" for pediatric oncology patients. Other games, including Avatar Alerts, are specifically designed to promote behavior change and adherence.

Games and competitive learning will play a growing role in finding the right way to engage and educate each patient to improve overall outcomes.

DIGITAL IP

It’s time to own what’s ours on the WWW.

8

“When ICANN began accepting nominations for new Top Level Domain names this year, we weren’t surprised to see pharma leaders quickly submit applications. The industry has increased its focus on what it can own online – investing in protecting not only brand names, but also taglines, campaign language, even the names of company leaders.

TOP LEVEL DOMAINS: THE NEXT DOT-COM IS DOT-YOUIn 2012, ICANN (Internet Corporation for Assigned Names and Numbers) started to change the way the Internet is organized. No longer would dot-coms and dot-nets be the only addresses you could buy. Instead, companies could apply to register for any generic Top Level Domain name.

The cost was steep, but industry leaders – including Pfizer and Eli Lilly – didn’t miss the chance to own their own “internet country” (.pfizer and .lilly respectively). The new gTLDs are expected to be finalized in 2013 and are set to change the entire landscape of the web.

www.inventivhealth.comSecond Level Domain Top Level Domain

(This is what’s changing)

PROTECTIVE MOVES: CRISIS URL MANAGEMENTDrug and device companies have become fairly expert at scooping up URLs for proposed product names, campaigns, even common category phrases.

But this year we’re seeing a new, more defensive strategy. Brands are buying up URLs that could be considered derogatory to their brand or leadership.

Pharmalot, 2012

Abbott Labs decided to fend off mischief makers by using URL acquisition to protect the name of their new CEO. They registered at least two dozen domain names related to Gonzalez, including those as simple as RichardAGonzales.com, and as potentially trouble-making as RichardGonzalezsucks.us

LONG TAIL WORD PLAY: OWNING KEY WORDSMore than 99% of banner ads are never clicked. But, that doesn’t mean they don’t make an impact. Banners are about branding, too. People will see a banner (or a television ad, or a print campaign) and then use a search engine to find the brand or – importantly – a key claim.

That behavior is still trackable. And, it’s increasingly important to drug and device manufacturers. They’re consulting key word research to shape copy and pick terms and ideas that the brand can either own or benefit from the search results of.

OUR OPPORTUNITYThe next trends to move fromearly adoption to everyone

THE NEXT RX:HEALTH APPSSince 2010 about 10 percent of American adults with mobile phones have had some kind of app on their phone that helps them track or manage their health. Every year, Pew reports a new number – and, every year, it’s the same.

New potential: More than 50% of physicians recommend specific websites to patients. With more smartphones and iPads at the point of care, they may start to recommend apps, too.

A study by Mitchell Research and Communications revealed that 60% of Boomers would download a health app recommended by a doctor. Patients with chronic or life threatening conditions were 70 percent more likely to download an app to track their medical issues than those with more general health and fitness concerns.

Manhattan Research, 2012

AMBIENT HEALTH:CONNECTED HOUSES AND CARSWe’ve seen the models of cars that track your blood pressures, houses that know when it’s time to take a prescription, wholly connected worlds around health. But, most of our cars and homes have yet to give us that kind of health support.New potential: Two new shifts are making mass adoption of connected homes and cars possible. Common industry standards are being identified that will allow all these devices work together. And, telecom providers are building new solution sets that are entirely modular (no significant integrations required).

TAP AND GO:MOBILE PAYMENTBy now, you’ve heard the bad news: The new iPhone doesn’t have NFC. That tap-to-share technology that’s increasingly common on Android phones was set to replace QR codes, card swipes and other modern inconveniences in one fell swoop. If only Apple would have adopted…New potential: The need for a quicker, more convenient way to share information is the focus of a number of mobile wallet initiatives, championed by banks, telecom providers and other experience heavyweights. The solutions they find and propagate will power all the sharing the marketing department ever imagined.

THANK YOU To discuss this report live or request a presentation of trends, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com

Visit us as gsw-w.comOr at facebook.com/GSWWorldwide