Hey OTC, it’s 2017 - PLG · Hey OTC, it’s 2017 - Time to Get Moving! RYAN OLOHAN National...
Transcript of Hey OTC, it’s 2017 - PLG · Hey OTC, it’s 2017 - Time to Get Moving! RYAN OLOHAN National...
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IMCAS Confidential & Proprietary
Hey OTC, it’s 2017 - Time to Get Moving!
RYAN OLOHAN National Industry Director, Healthcare [email protected] @RyanGoogHealth
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Confidential + Proprietary
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IMCAS Confidential & Proprietary
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IMCAS Confidential & Proprietary
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IMCAS Confidential & Proprietary
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IMCAS Confidential & Proprietary
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IMCAS Confidential & Proprietary
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IMCAS Confidential & Proprietary
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Confidential + Proprietary Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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IMCAS Confidential & Proprietary
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Confidential + Proprietary
EVERY DAY OF EVERY MINUTE
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Confidential + Proprietary
142,361,111
EMAILS SENT & RECEIVED
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Confidential + Proprietary
400 HOURS OF VIDEO UPLOADED TO YOUTUBE
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Confidential + Proprietary
50,200
MOBILE APPS DOWNLOADED
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Confidential + Proprietary
216,000
PHOTOS POSTED TO INSTAGRAM
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Confidential + Proprietary
$203,519 IN AMAZON SALES
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Confidential + Proprietary
1,041 ANDRIOD DEVICES ACTIVATED
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Confidential + Proprietary
BUT...
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Confidential + Proprietary
422,000,000 DIABETICS
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Confidential + Proprietary
121 MILLION CHILDREN WITHOUT EDUCATION
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So what can we do about it?
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1. 1OX not 1O%
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2. Win the “Micro-Moments”
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1 in 20 searches are healthcare related
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84%
Search after a doctor’s appointment
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Source: Google internal data, YoY growth ended 12/2016
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Source: Google internal data, Time Period 01/2016 - 12/2016
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Source: Google internal data, US only, 1/2016 - 12/2016
37% 44%
57%
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can i use benadryl to help my dog sleep at night
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can i get addicted to nicorette
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does zyrtec give you nightmares
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does drinking visine cause diarrhea
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3. Leverage data insights
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Doctor near me
Dentist near me
Hospital near me
Pharmacy near me Clinic near me
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Flu
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Baby Crying
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Baby Formula
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2010
28%
18%
15%
16%
6%
8%
6%
2013 2014 2010-2016
19%
12%
17%
25%
10%
12%
4%
10%
9%
15%
28%
11%
18%
2%
-91%
-55%
-57%
+100%
+458%
+66%
-34%
One A Day Centrum
Nature Made Swanson Vitamins
Puritan’s Pride Garden of Life Flintstones
2016
3%
8%
7%
32%
34%
13%
4%
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4. Move faster!
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Source: Google internal data, YoY growth ended 12/2016
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https://testmysite.thinkwithg
oogle.com/
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5. Help first…sell drugs later
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Baby Formula
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6. Measure everything
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Yes. They actually converted here.
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Confidential + Proprietary
Pharma 3D Rewriting the Script for Marketing in the
Digital Age
www.Pharma3D.com
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7. Test & Learn…but faster
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Are you….
1. Thinking 10X?
2. Winning the micro-moments?
3. Leveraging insights?
4. Moving fast enough?
5. Helping or just selling drugs?
6. Measuring beyond the click?
7. A disrupter or being disrupted?
8. Testing/learning…quickly?
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The greatest danger is not that we
aim too high and miss…
but that we aim too low and hit.