Healthcare Media Mixology: Mobile + Media + Health
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Transcript of Healthcare Media Mixology: Mobile + Media + Health
#MediaMix@KantarMediaHC
Mobile + Media + Health
www.KantarMedia-healthcare.com’
Mobile is changing access to healthcare information
Over half the adult population (~139 MM) own smartphones or tablets
• 55% smartphone
• 35% tablet
Of these:
• 54% use for health-related activity
• 15% read magazines on device
• 78% use smartphone for professional purposes
• 51% use tablet for professional purposes
• 45% use both
• 5 of 10 receive medical journals via mobile device
• 6 of 10 search/read article archives
Consumers Physicians
Sources: Kantar Media – 2013 MARS Consumer Health studiesSeptember 2013 Physician Sources & Interactions, Oct ober 2013 Physician Mobile Device Usage studies
www.KantarMediaNA.com
What does the “mobile health consumer” look like?
• 55% female
• 48% 18-34 (vs 34% of total online population)
• 47% parents (vs 38% of total online population)
• More actively engaged in their health: 7.2 MM have asked for specific branded medication from their doctor
– Smartphone users 36% more likely than general population
– All mobile users 24% more likely than general population
3© 2013 Kantar Media
Sources: 2013 MARS Consumer Health studies
www.KantarMedia-healthcare.com’
Locate pharmacy/clinic/ER
Health testing/tracking
Sympton checker
Diet/Nutrition
Fitness
0% 5% 10% 15% 20% 25% 30% 35% 40%
TabletSmartphone
Top consumer health mobile app types
© 2013 Kantar Media 4
Sources: 2013 MARS Consumer Health studies
www.KantarMediaNA.com
Smartphone and tablet usage for healthcare research differs between 18-49 and 50+ consumers
5© 2013 Kantar Media
Own Smartphone Own Tablet
68%
40%18-49
Own Smartphone Own Tablet
39%24%
50+
% used device for health activities in
last 30 days72% 58% 45%
Track exercise/workout
schedule
Track meals/calories
consumed
Look up first aid/emergency
information
Look for health/wellness
info at home
Track exercise/workout
schedule
Look up drug at doctor’s or pharmacy
Look for health/wellness
info at home
Track exercise/workout
schedule
61%
Mor
e lik
ely
to:
Sources: 2013 MARS Consumer Health studies
www.KantarMediaNA.com
Mobile IS Social
6© 2013 Kantar Media
Social networking is a reason for accessing the internet among 2/3 of smartphone or tablet owners while just over 1/3 among desktop /laptop only owners*
Smartphone and tablet users are over 2x more likely than PC-only users to visit and/or join health and wellness groups on social networking sites**
They’re content creators.
They:
Post comments to health forums or blogs
Update wikis or a personal health website/blog
Create or upload videos
Update others on their status**
The number of adults using their phones to look up health-related information has doubled since 2011*MARS Core Study - 41 million (2013), 19 million (2011)
and Social IS Health
Sources: 2013 MARS Consumer Health studies
www.KantarMedia-healthcare.com’
Physicians’ top mobile activitiesAmong device users
Receive medical news 80%
Receive general news 79%
Webinars, online educ, CME 74%
View video 72%
Search/read archives of articles 71%
Document/image storage/sharing 68%
Research treatments/procedures 67%
Email colleagues 65%
Drug reference 62%
Diagnostic reference 62%
7© 2013 Kantar Media
Maintain contact info 88%
Calendar 83%
Text colleagues 78%
Drug reference 78%
Receive general news 77%
Receive medical news 76%
Email colleagues 76%
Take static images 64%
Diagnostic reference 55%
Take video images 48%
smartphone tablet
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
Access for E.M.R/E.H.R.
Physician/social networking
Medical journal app
Diagnostic reference
Medical calculator
Drug reference
0% 25% 50% 75%
Smartphone Tablet
Doctors and mobile appsTypes of apps installed
© 2013 Kantar Media 8
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
• 28% email their patients
• 24% text with patients
• Of those that email/text patients on a mobile device
– half share links with patients – 2.5x more than doctors on average
– Twice as many e-prescribe
Doctor-Patient communicationDoctors are increasingly connecting with patients via mobile
© 2013 Kantar Media
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
www.KantarMedia-healthcare.com’
“old hands”
“open adopters”
“not interested” “average”
Drug reference 91% 94% 69% 84%
Research treatments and procedures
77% 79% 39% 61%
Search/read article archives 72% 80% 38% 58%
Receive medical journals 70% 70% 24% 46%
EMR/EHR 57% 56% 19% 36%
E-prescribe 51% 36% 12% 27%
Remote patient monitoring 42% 32% 10% 20%
Physicians & MobileSegmentation shows differences in mobile adoption and usage
© 2013 Kantar Media 10
Old hands:• See more patients, write more prescriptions• Proportionally more in 35-44 year old range
Sources: Kantar Media - Physician Mobile Device Usage study, October 2013
#MediaMix@KantarMediaHC
Mobile + Media + Health
Taking Advantage of the Tablet RevolutionInnovation Begins to Emerge for Magazine Apps
• Tablet magazine content is moving away from ‘print replica’
• Readers are being moved to enhanced interactive experiences
• As digital editorial products have evolved, ad formats and strategies are also changing
• However, much of the advertising has still not been fully optimized for tablet technology
INTERACTIVE GRAPHICS, EMBEDDED VIDEOS, WELL-FASHIONED NAVIGATION TOOLS
Paving the Way on Tablet Advertising InsightsKantar Media’s Approach
• Measuring all ads in 70 consumer magazine iPad apps
– Brand, Parent, Product Category
– Interactive features in the ads
• Data analysis
– Jan-Sept 2012 versus Jan-Sept 2013
– 47,248 tablet ad units of which 961 were healthcare
– Corresponding Print editions
1. Healthcare category is underweighted in Tablet as compared to Print
2.0% share of all tablet units versus 4.5% share of all print units
2. Tablet ad units up 13% YTD
OTC segment +20% Pharma segment +0%
3. 15% fewer Brands placing ads in tablets YTD (89 vs. 105)
One-half of this decline attributable to Brands that eliminated Print advertising in 2013
4. Print-to-Tablet conversion rate is 5x higher for OTC than Pharma
5. Only one healthcare Brand has used any interactive features in its tablet ads
Key Findings
#MediaMix@KantarMediaHC
Mobile + Media + Health
Mobile Effectiveness:From Creative to CommerceN O V E M B E R 1 3 , 2 0 1 3
@alirana
SPECIALIZED CLIENT GROUPS
WORLD’SLARGEST
THOUGHT LEADERSHIP
13 YEARS OF DIGITAL INNOVATION
MOBILE CAMPAIGNS
450+500
DIGITALCAMPAIGNS
CROSS MEDIACAMPAIGNS
EMERGINGMEDIALABS
8,000
normative database of digital advertising
effectiveness
Millward Brown Digital
Our mobile data comes from three sources
Ad Effectiveness DatabaseNorms based on ad effectiveness research conducted in the campaign footprint
Mobile Behavioral PanelTrends in observed consumer behavior based on our mobile panel
Survey-Based ResearchConsumer research conducted via survey, primarily sourced from online panels
Mobile devices are ubiquitous in
consumers’ lives, but their value as a
marketing medium is highest at certain
touchpoints
MOBILE
IDENTIFYINGMARKETING
OPPORTUNITIES FOR
Mobile shopping habits are varied and widespread
Source: MBD’s Retail Shopper Survey, April, 2013. Path to Purchase Survey, August, 2013. Q: Which of the following shopping related activities have you performed on your mobile device in the past 3 months? Please select all that apply. Asked of recent mobile shoppers, (N=580)
Mobile shoppers engage in multiple activities; most are transactional in nature. PC shopping is more heavily oriented around research and consideration.
55% FOUND STORE INFORMATION
50% COMPARED PRICES
43% REVIEWED A PRODUCT DESCRIPTION
40% MADE A PURCHASE
37% LOOKED FOR COUPONS
35% CHECKED THE STATUS OF AN ORDER
34% CHECKED TO SEE IF AN ITEM IS IN-STOCK AT A SPECIFIC STORE
30% LOOKED UP SHIPPING INFORMATION
27% LOOKED AT PRODUCT REVIEWS
Read as: 37% of mobile shoppers (consumers using a mobile phone or
tablet to shop) looked for coupons
There is a time for mobile shopping…
Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers are defined by visitation to one of the selected 10 retail merchant properties..
Mobile shopping activity indexes higher on the weekends and at either end of the day when consumers are out and about (or on
the couch!)
Sun MonTue
sWed
Thurs Fri Sat
Early A
M (4-8)
Late
AM (8-12
)
(Early P
M (12-4
)
Late
PM (4-8)
Evenin
g (8-1
2)
Overni
ght (1
2-4)
16.1
13.612.7
14.2 14 14.115.3
10
19 19
2122
9
13.1
16.415.1 14.8 14.1 13.8
12.7
8
19
24 24
17
7
MOBILE PC
RETAIL VISIT DISTRIBUTIONBY DAY OF WEEK
RETAIL VISIT DISTRIBUTIONBY TIME OF DAY
Read as: 16.1% of mobile shopping visits take place on Sunday compared
with 13.1% of PC shopping visits.
68%
4%
5%
6%
5%
9%
2%
TABLET
But there isn’t really any one place – we shop everywhere we use our mobile devices
Source: MBD’s Path to Purchase Survey, August, 2013. Q: From which of the following locations did you most use your smart phone / tablet to look for information on [the product you were shopping for]? (Asked of recent mobile shoppers , N=544)
Smartphone shoppers shop from a variety of locations/context, while most tablet shoppers primarily
engage from home.
DISTRIBUTION OF MOBILE SHOPPING LOCATIONS / CONTEXT
36%
15%14%
13%
10%
8%
5%At Home
In a Store
Waiting
Commuting
Restaurant / Coffee Shop
Out of Town
Other
SMARTPHONE
Read as: 15% of mobile smart phone shoppers cited “in a store” as a place where
they did their mobile shopping.
Mobile Shoppers have a Distinctive Profile
Source: Observed from MBD’s behavioral panel of metered panels of digital consumers between Jan and July, 2013. Mobile behavior is not normalized to the mobile internet population. Mobile data should be interpreted as directional and proportional. Both shoppers and retailers are defined by visitation to one of the selected 10 retail merchant properties.
Mobile shoppers are more likely to consume tech, media, travel, leisure and lifestyle content. Other content categories like news, weather, finance, navigation, productivity don’t
demonstrate this mobile bias.
Read as: Mobile shoppers are 3X more likely to be gaming enthusiasts than
PC shoppers.
3xMOVIE ENTHUSIASTS
3xGAME ENTHUSIASTS
2.5xTV ENTHUSIASTS
2.5xDINING ENTHUSIASTS
4xTECH ENTHUSIASTS
3xHEALTH / FITNESS ENTHUSIASTS
2xCOLLEGE / EDU ENTHUSIASTS
3.5xMUSIC ENTHUSIASTS
2xTRAVEL ENTHUSIASTS
4xBARGAIN HUNTERS
Advertisers have seen success in mobile based on several factors, including the ability to target on tight parameters
BETTER TARGETING
CONSUMER ACCEPTANCE OF MOBILE ADVERTISING
MORE FOCUSED AD COPY AND CONTENT DUE TOSIZE OR TECHNOLOGY CONSTRAINTS
THE SIZE OF THE AD COMPARED TO THE SIZE OF THE SCREEN
In fact, this targeting helps mobile outpace online advertising across the board
MOBILE ONLINEAided BrandAwareness
BrandFavorability
PurchaseIntent
+5.1
+15.1
+9.9
AdAwareness
MessageAssociation
+2.2
+3.8
+2.0
+3.5
+4.2
+1.2
+1.0
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q3/2013, N=2,156 campaigns, n=2,289,237 respondents; Dynamic Logic’s AdIndex for Mobile Norms through Q3/2013; Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control
2008 2009 2010 2011 2012 2013
23.2
20.3
21.5
12.110.3 11.5
15.3
12
13.5
6.2
9.98
5.94.5
7.2
2.6
5.1 5.9
3.5
4.86.5
2.2
3.4 4.6
2.4 4.2
4.7 2.8
2.54.4
But the novelty factor has worn off: Mobile metrics are trending down
Source: Dynamic Logic, AdIndex for Mobile Norms through Q4/20122008 N=22 campaigns, 2009 N=39 campaigns, 2010 N=65 campaigns, 2011 N=68, 2012 N=117, 2013 (through Q3) N=74 Delta (Δ)=Exposed-Control
Aided Brand Awareness
Brand Favorability
Purchase Intent
Mobile Ad Awareness
Message Association
Percent Impacted: Delta (Δ)
Effective targeting can boost the performance of the best mobile campaigns, but it cannot compensate for poor creative
29
Perc
en
t Im
pact
ed
: D
elt
a (
Δ)
Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control
18.7
42.1
32.5
15.0 16.2
5.1
16.5
11.3
4.1 4.4
-5.0
-1.2
-1.7
-5.2 -5.3
Performance Among Target Mobile Best PerformersAverage Mobile PerformersMobile Worst Performers
Aided BrandAwareness
BrandFavorability
PurchaseIntent
Mobile AdAwareness
MessageAssociation
And, poor targeting can suppress the success of good campaigns and increase the detrimental impact of the worst campaigns
30
Perc
en
t Im
pact
ed
: D
elt
a (
Δ)
Aided BrandAwareness
BrandFavorability
PurchaseIntent
Mobile AdAwareness
MessageAssociation
17.2
37.6
21.9
14.7 15.6
4.7
13.1
7.2
2.5 2.7
-5.3
-1.9-3.6
-8.3 -8.6
Performance Outside Target Mobile Best PerformersAverage Mobile PerformersMobile Worst Performers
Source: Millward Brown Digital’s AdIndex for Mobile Norms through Q3/2013Overall Mobile N=394 campaigns, n=268,333 respondents. Delta (Δ)=Exposed-Control
• A full logo (with brand name) should be placed in the corner of every frame
• Use no more than two messages – including the tagline
• Text should take up less than 50% of the layout
• Use at least one – but no more than two – bright colors
• It can be difficult to read text against a dark background; however, white backgrounds may blend into site content
• Offers with tangible value (coupons, games, useful information) can yield high impact
• Interactive elements (like social integration) can be more engaging in rich media
31
Clear and persistent branding
is important for building brand
awareness
A striking color palette can drive
ad recall, but legibility is paramount
Short, focused messaging plays well in mobile’s small format
Consumers respond to
mobile ads that give them
something back
MOBILE CREATIVE
BEST PRACTICES
Mobile Effectiveness:From Creative to CommerceN O V E M B E R 1 3 , 2 0 1 3
@alirana
#MediaMix@KantarMediaHC
Mobile + Media + Health