dhc/google 2013 executive landscape reference deck

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DHC/Google 2013 Execu3ve Landscape Study

Digital Health Coali.on 2013 Execu.ve Landscape Study The Voice of the DHC Membership

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q  Feedback gathered in September/October 2013

q  Online survey sent to invited members/organizations

q  Responses from a total of 60 members/organizations

q  Survey topics included digital, online video, mobile, and change management/innovation

Digital Health Coali.on 2013 Execu.ve Landscape Study Invita.ons Went to Members at the Following Organiza.ons

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q  WebMD q  JUICE Pharma q  Google q  Chandler Chicco q  Physicians Interactive q  Greater Than One q  Klick q  Digital Insights Group q  CMPI q  Arnold Friede & Associates q  MDM q  PPC q  CHC q  SPM q  pathForward q  Roche q  Lilly q  Sanofi q  AZ q  GSK q  Roche Diagnostics q  JNJ q  Galderma q  GE q  Inventiv q  Velocidi

q  Doximity q  E-Healthcare q  M3 q  Twitter q  Manhattan Research q  Roska q  CMI Media q  QualityHealth q  Havas q  Digitas q  InTouch q  Siren q  Digitas q  GA Communications q  Heartbeat q  QuantiaMD q  HealthDay q  MePlusYou q  comScore q  SAS q  ListenLogic q  The Futures Company q  Palio q  Semantelli q  IO Media q  Pfizer q  PAAB

q  Lundbeck q  Novo q  Novartis q  Daichi-Sankyo q  Takeda (Millenium) q  Hologic q  Boston Scientific q  Abbott q  Genentech q  Gilead q  Shire q  Biogen q  Eisai q  Bayer q  Amgen q  CSL Behring q  BI q  Optimer q  Astellas q  MedImmune q  Siemens q  UCB q  SocialQI q  Evolution Road q  Virsci q  WEGO q  Hale Advisors

For More Informa.on…

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DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to [email protected]

Digital Landscape

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With respect to the use of digital overall, how would you describe the pharmaceu3cal and device industry compared with other industries today?

24%

45%

24% 7%

We are very far behind others

We are slightly behind others

We like to think we are "just average"

We are slightly ahead of others

We are very far ahead of others

Don’t know

How would you describe the pharmaceu3cal and device industry's use of the following tac3cs as compared with other industries today -‐ for adver3sing and/or marke3ng purposes.

With respect to the use of social media, how would you describe the pharmaceu3cal and device industry compared with others with other industries today?

64%

29% 5% 2%

We are very far behind others





Don’t know

a. b.

6

With respect to the use of mobile overall, how would you describe the pharmaceu3cal and device industry compared with others with other industries today?

How would you describe the pharmaceu3cal and device industry's use of the following tac3cs as compared with other industries today -‐ for adver3sing and/or marke3ng purposes.

With respect to the use of online video overall, how would you describe the pharmaceu3cal and device industry compared with others with other industries today?

36%

45%

15% 4% We are very far behind others





Don’t know

25%

31% 35%

7% 2% We are very far behind others





Don’t know

c. d.

7

How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to HEALTH PROFESSIONALS?

Social media for health professionals Mobile content for smartphones for professionals

2%

45% 49%

4% Decrease

Stay the same

Increase

Don’t know

26%

74%

Decrease

Stay the same

Increase

Don’t know

22%

78%

Decrease

Stay the same

Increase

Don’t know

6%

45% 41%

8% Decrease

Stay the same

Increase

Don’t know

Mobile content for tablets for professionals Mobile display adver3sing for health professionals

a. b.

c. d.

8


6%

70%

22%

2% Decrease

Stay the same

Increase

Don’t know

4%

39% 55%

2% Decrease

Stay the same

Increase

Don’t know

4%

54% 31%

11% Decrease

Stay the same

Increase

Don’t know

2%

49% 45%

4% Decrease

Stay the same

Increase

Don’t know

Mobile video adver3sing for health professionals Product websites (brand.com) for health professionals

Professional video (intended for health professionals) for branded products

Professional video (intended for health professionals) for educa3on and outreach

e. f.

g. h.

9


14%

53%

25% 8% Decrease

Stay the same

Increase

Don’t know

35%

61%

4% Decrease

Stay the same

Increase

Don’t know

2%

57% 33%

8% Decrease

Stay the same

Increase

Don’t know

4%

37% 55%

4% Decrease

Stay the same

Increase

Don’t know

Online video adver3sing for health professionals Display adver3sing for physicians/professionals

Paid search for physicians/professionals Search op3miza3on strategies for health professional content

i. j.

k. l.

10


12%

41% 43%

4% Decrease

Stay the same

Increase

Don’t know

33%

61%

6% Decrease

Stay the same

Increase

Don’t know

Mobile Apps for Health professionals Email Marke3ng for Health professionals m. n.

11

How do you project your budget alloca3on (or the alloca3on of your clients) will change for the following strategies and tac3cs over the next 12 months, with the respect to marke3ng to CONSUMERS?

25%

67%

8%

Decrease

Stay the same

Increase

Don’t know

2%

43% 43%

12% Decrease

Stay the same

Increase

Don’t know

4%

28%

61%

8%

Decrease

Stay the same

Increase

Don’t know

2%

37%

53%

8% Decrease

Stay the same

Increase

Don’t know

Social media for consumers Mobile content for smartphones for consumers

Mobile content for tablets for consumers Mobile display adver3sing for consumers

12


6%

63%

27%

4% Decrease

Stay the same

Increase

Don’t know

6%

31%

55%

8% Decrease

Stay the same

Increase

Don’t know

2%

49% 37%

12% Decrease

Stay the same

Increase

Don’t know

10%

47% 39%

4% Decrease

Stay the same

Increase

Don’t know

Mobile video adver3sing for consumers Product websites (brand.com) for consumers

Disease or unbranded websites (disease.com) for consumers

Consumer video for branded products

13


2%

35%

53%

10% Decrease

Stay the same

Increase

Don’t know

12%

45% 37%

6% Decrease

Stay the same

Increase

Don’t know

4%

23%

66%

7% Decrease

Stay the same

Increase

Don’t know

0%

41%

51%

8% Decrease

Stay the same

Increase

Don’t know

Consumer video for disease educa3on and outreach Online video adver3sing for consumers

Online communi3es for consumers with specific condi3ons Display adver3sing for consumers

14


39%

57%

4% Decrease

Stay the same

Increase

Don’t know

16%

39% 39%

6% Decrease

Stay the same

Increase

Don’t know

2%

37%

55%

6% Decrease

Stay the same

Increase

Don’t know

2%

33%

48%

17% Decrease

Stay the same

Increase

Don’t know

Paid search for consumers Search op3miza3on strategies for consumers

Mobile apps for consumers Email marketing for consumers

15

Please rank the following PROFESSIONAL strategies and tac3cs from high to low based on their expected ROI over the next 12 months? For example, if social media for health professionals had the highest expected ROI it would rank 1 ... if it had the lowest expected ROI it would be last on the list..

0

50

100

150

200

250

300

350

400

450

Total Score

16

Please rank the following CONSUMER strategies and tac3cs from high to low based on their expected ROI over the next 12 months? For example, if social media for consumers had the highest expected ROI it would rank 1 ... if it had the lowest expected ROI it would be last on the list.

0 50

100 150 200 250 300 350 400 450 500

Total Score

17

Online Video

18

In this sec3on, the term "online video" will be used to describe the broad category of online video (marke3ng, adver3sing, content, etc.) unless specified otherwise in the individual ques3on. Using a scale of 1 to 10, please state how important online video is to your organiza3on. 1 meaning "not at all important" and 10 meaning "very important":

0% 20% 40% 60% 80% 100%

How important is online video (overall including content,

adver3sing, etc.) to the success of your adver3sing or marke3ng

goals?

Not at all important

2

3

4

5

6

7

8

9

19

Using a scale of 1 to 10, please state whether you disagree or agree with the following statement. 1 meaning "strongly disagree" and 10 meaning "strongly agree":

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online video allows smaller brands (under $1 billion in sales) an op3on when TV adver3sing

is not possible

A benefit of buying online video adver3sing is the pricing efficiency compared to tradi3onal

offline channel

Online video has already taken budget from tradi3onal TV adver3sing in my company (past

12 months)

Online video will take budget from tradi3onal TV adver3sing in my company in the near

future (next 12 months)

Online video adver3sing provides brands and marketers beber targeted compared to TV

adver3sing Strongly Disagree

2

3

4

5

6

7

8

9

10

Don’t Know

20

Which of the below placorms are you currently using for adver3sing or marke3ng to HCPs and/or consumers?

YOUTUBE HULU

42%

40%

18% Use for Adver.sing/Marke.ng to HCPs

Use for Adver.sing/Marke.ng to Consumers

Use for BOTH Consumers and HCPs

Do not use

VIMEO MEDSCAPE

31%

3% 66%

Use for Adver.sing/Marke.ng to HCPs



Do not use

3% 19%

11% 67%




Do not use

71% 5% 5%

19% Use for Adver.sing/Marke.ng to HCPs



Do not use

21

Which of the below placorms are you currently using for adver3sing or marke3ng to HCPs and/or consumers?

Quna3aMD SERMO

40%

60%




Do not use

EVERYDAY HEALTH

37%

3%

60%




Do not use

3%

45%

13%

39%




Do not use

WebMD

8%

49% 21%

23%




Do not use

22

How are you using YouTube for adver3sing and/or marke3ng efforts?

Adver3sing Educa3on Mechanism of disease Mechanism of ac3on

Tes3monial

As part of content marke3ng strategy

Brand channels

Branded YouTube channel for a specific disease state/treatment

(1 live and 1 in development)

Branded YouTube channels

Branded and non branded content

Consumer and HCP Display adver3sing and user and brand channels

Disease educa3on. Mechanism of ac3on of disease. Science.

Tes3monial. General awareness.

Educa3onal, pa3ent communi3es

Informa3onal/ Disease State Awareness Videos

Loading campaign videos as well as disease state content

Pa3ent tes3monials, MOAs, health related content

Pa3ent videos

Targeted Pre-‐roll

branded & unbranded for HCPs and consumers

branded channel

channel

crea3ng a network for individual channels for each franchise/brand or product

part of several major campaigns 23

How are you using HULU for adver3sing and/or marke3ng efforts?

Digital TV extension to consumers

Display/video ads

Paid adver.sing

Targeted Pre-‐roll

Video assets

Part of some major campaigns

24

How are you using VIMEO for adver3sing and/or marke3ng efforts?

As part of content marke.ng strategy

Pa.ent videos-‐ marke.ng

To stream videos on our sites -‐ pa.ent

Video pos.ngs for Blogger outreach

hos.ng videos that are placed on brand websites

websites part of a few campaigns

25

How are you using Medscape for adver3sing and/or marke3ng efforts?

Adver3sing Adver3sing. Non-‐promo3onal

independent educa3on grants (not marke3ng per se)

All opportuni3es

Both Branded and non Branded campaigns

CME, eDetailing

Display adver3sing

Display/ Info sites/eMail marke3ng/CPA

Display/ Info sites/eMail marke3ng/CPA HCP branded site

Infosite and condi3on road blocking

Medical educa3on

Mul3ple Ways -‐ standard banner adver3sing; point of care outreach; conference coverage etc.

Sponsored content on web pages and email

branded for HCPs

consumer marke3ng

edetailing and promo3on

mostly media, not content

part of most HCP campaigns

product microsite

sponsorships

26

How are you using Quna3aMD for adver3sing and/or marke3ng efforts?

Adver.sing

Closed network

Display

Engaging HCPs, games

Sponsored disease areas

part of a few HCP campaigns

27

How are you using Sermo for adver3sing and/or marke3ng efforts?

Market research

Market research, sponsored educa.onal areas

Med-‐Live surveys

Social listening and messaging program

Use as feedback channel

mostly sponsorships

part of some HCP campaigns, (and many campaigns as a research tool)

28

How are you using Everyday Health for adver3sing and/or marke3ng efforts?

Adver.sing Adver.sing,

consumer research Display

Display adver.sing

Display and targeted ads

SEO crea.on

U.lizing the EDH network for

extended reach to consumer

target

consumer channel

mostly media

part of most major consumer

campaigns

sponsorships

29

How are you using WebMD for adver3sing and/or marke3ng efforts?

Adver.sing Adver.sing Pa.ent educa.on Sponsored sites and content All channels Branding

Condi.on and Brand Awareness Promo.ons and Sponsorships to Pa.ent and Caregiver targets

Display

Display ads

Display adver.sing

Display/Info site/email marke.ng/CPA General pa.ent educa.on Awareness Adver.sing HCP & consumer marke.ng mix Sponsored content on web pages and email

mostly media, some content part of most major consumer campaigns product microsite promo.onal and educa.onal Sponsorships

30

Which of the following is a concern or challenge within your organiza3on related to online video today? (please check all that apply)

49% 51% 54%

34% 29%

17%

43%

60%

37% 31%

26% 20%

14% 6% 9%

17% 23%

51%

0%

10%

20%

30%

40%

50%

60%

70%

31

How do you How do you measure the success of your online video projects and campaigns?

66%

29%

71%

34%

63% 54%

46%

71%

6% 11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

32

How important is na3ve OR contextual ad placement within online video to your organiza3on in 2013? For example, placing online video adver3sing for a product for RA within content about RA.

9%

21%

12%

44%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

a. Not at all important

b. Somewhat important

c. Not sure d. Somewhat important

e. Very important

33

How would you compare the effec3veness of online video adver3sing versus television adver3sing today?

0%

21% 21%

49%

9%

0%

10%

20%

30%

40%

50%

60%

a. Much less effec.ve

b. Somewhat less effec.ve

c. As effec.ve d. Somewhat more effec.ve

e. Much more effec.ve

34

88%

52%

70%

18%

52% 55%

3% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Targe.ng capabili.es

Reach Price rela.ve to

TV

Ad unit formats

Engaging Formats

cost efficiencies

None of the above

Which aspects of online video adver3sing do you find beneficial? (please check all that apply)

35

52% 24%

24% Less effec.ve than online video

Same Neutral

More effec.ve than online video

Do you consider online video adver3sing to be less effec3ve, the same (neutral) or more effec3ve than the following forms of adver3sing?

DISPLAY

40%

36%

24% Less effec.ve than online video

Same Neutral


TELEVISION

36

27%

46%

27%

Less effec.ve than online video Same Neutral


Do you consider online video adver3sing to be less effec3ve, the same (neutral) or more effec3ve than the following forms of adver3sing?

SOCIAL MEDIA

27%

24%

49%

Less effec.ve than online video Same Neutral


33%

49%

18% Less effec.ve than online video Same Neutral


SEARCH

DIRECT RESPONSE

37

Mobile Media

38

0% 20% 40% 60% 80% 100%

The overall strategy and approach of the

pharmaceu3cal and device industry towards mobile

Worst Possible Strategy

2

3

4

5

6

7

8

9

Best Possible Strategy

In this sec3on, the term "mobile" and "mobile media" will be used to describe the use of devices beyond the desktop – a broad category of portable devices. Given the vast majority of the mobile experience happens on smartphones and tablets today, please think of these devices for context. On a scale of 1 to 10, where 1 is the worst possible strategy and 10 is the best possible strategy, how would you rate the following.

39

63%

13% 19%

50% 44%

13% 6% 0% 10% 20% 30% 40% 50% 60% 70%

Which of the following mobile "apps" have you implemented in the past 12 months, as a part of a marke3ng or branding campaign?

40

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The lack of network standards (format, specs) specific to mobile adver3sing has limited our investment to date

The lack of regulatory standards specific to mobile adver3sing for regulated products has limited our

investment to date

We are shiking our tradi3onal media budgets towards mobile placorms for physicians

We are shiking our tradi3onal media budgets towards mobile placorms for consumers

We see significant poten3al for online video adver3sing on mobile placorms

Strongly disagree 2 3 4 5 6 7 8 9 Strongly agree

Using a scale from 1 to 10, please state whether you disagree or agree with the following statements. 1 meaning "strongly disagree" and 10 meaning "strongly agree":

41

18%

20%

18%

35%

9%


Somewhat important

Not Sure

Somewhat important

Very important

How important is video to your mobile strategy in 2013?

42

9%

17%

15% 47%

12%


Somewhat important

Not Sure

Somewhat important

Very important

How important will video be to your mobile strategy in 2014?

43

Change Management

44

As digital marke3ng strategies become more prevalent, how have your regulatory departments and/or commibees shiked to accommodate these approval processes, given this shik towards digital-‐centric marke3ng efforts?

Heavy collabora.on., strong partnership Learn more about it. Watch for OPDP Lehers to set examples

Limited educa.on of review teams

No

No shii at all

The shii is occurring but the rate of change is not quick enough

being involved from the beginning not as an approval process

helpful, detailed oriented to understand they have moderately shiied

The digital team leads educa.on sessions discussing new plakorms and how regulatory can be involved

For the most part, embraced the new trends; done their best to keep current with FDA trends, best prac.ces, and created SOPs to accommodate for new plakorms

Ac.vely shaping solu.ons now versus just regula.ng...strong partnership with digital marke.ng team

45

How would you describe how your organiza3on is structured specific to digital?

56%

6%

38%

Centralized digital group working with all

Decentralized digital experts/leads embedded within brands

A hybrid model -‐ mix of centralized resources and decentralized leads embedded within brands

Other

46

Where does digital leadership reside within your organiza3on?

50%

6%

25%

6% 13%

0%

10%

20%

30%

40%

50%

60%

Marke.ng Informa.on technology

Communica.ons Centralized, integrated group

No one group owns -‐

leadership is spread

throughout the organiza.on

Other (please explain below)

Other

47

On a scale from 1 to 10, where 1 is not integrated at all and 10 is completely integrated, how integrated is digital within your organiza3on?

27%

20%

33%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Please rank digital integra3on within your company

Completely Integrated

9

8

7

6

5

4

3

2

Not integrated at all

5

6

7

8

48

What are the barriers to the greater use of digital communica3on technologies?

63%

13%

44% 44% 38%

44%

25%

6% 6% 0%

10%

20%

30%

40%

50%

60%

70%

49

What does your organiza3on view as the greatest benefits from digital communica3ons?

94%

50%

69%

38%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

50

Does your organiza3on s3ll measure digital as a unique channel in 2013? For example, if "yes" ... you s3ll look at digital as an isolated channel and if "no" your organiza3on looks at digital within the overall strategy.

50% 50%

0%

10%

20%

30%

40%

50%

60%

Yes -‐ we look at digital in isola.on No -‐ we look at digital as fully integrated in our measurement metrics

51

How would you describe how you buy digital media and tradi3onal media today?

31%

69%

0%

10%

20%

30%

40%

50%

60%

70%

80%

We buy tradi.onal media (such as TV and print) unique -‐ it is not linked with digital media buying

We have integrated our buying of tradi.onal media (such as TV and print) with our digital

media buying

52

How would you describe how you budget for digital media and tradi3onal media today?

13%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

We budget for tradi.onal media (such as TV and print) as a unique budget -‐ it is not linked with

digital media budge.ng

We have integrated our budge.ng of tradi.onal media (such as TV and print) with our digital

media budge.ng

53

Respondent Demographics (Profile)

54

Please describe the type of company where you are employed today? This ques3on will be used for the subsequent analysis of the study by industry sector.

44%

8% 15%

20%

8% 5% a. Pharmaceu.cal company

b. Medical device company

c. Agency

d. Consul.ng firm

e. Technology company (such as Google)

f. OTHER

55

How many years have you been in your current posi3on?

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Value

Coun

t Percent

56

How would you describe your professional responsibili3es?

43%

29%

9%

20%

0% 10% 20% 30% 40% 50%

Working on a specific brand

Working on several brands

Working within the "digital group" within my organiza.on

Medical, legal, or regulatory

Other

Percent

Value

57

How would you describe your primary geographic focus?

74%

26% US

Europe

Asia

Truly Global

Other

58

For More Informa.on…

59

DHC/Google 2013 Executive Landscape Study www.digitalhealthcoalition.org To request specific questions or slides please submit your request to [email protected]

60

DHC/Google 2013 Execu3ve Landscape Study