Health Monitoring of Composite Structures Using Guided Waves
One to One Health: A Guided Tour of the Digital Health Information Ecosystem
28
1 www.otoihealth.com This presentation available with audio narration at : youtube.com/user/ OneToOneInteractive A Guided Tour of the Digital Health Information Ecosystem™ © One to One Interactive, 2009-10. All rights reserved. October 11, 2010
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Seth Levine from One to One Health provides a guided tour of the Digital Health Information EcosystemTM where all consumption of health-related information online takes place and a concept all health marketers need to understand to effectively market their products or services in the Web 3.0 era. More info at http://otoihealth.com/
Transcript of One to One Health: A Guided Tour of the Digital Health Information Ecosystem
1www.otoihealth.com
This presentation available with audio narration at : youtube.com/user/ OneToOneInteractive
A Guided Tour of the Digital Health Information Ecosystem™
© One to One Interactive, 2009-10. All rights reserved.
October 11, 2010
2www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Your Tour Guide:
Seth Levine – Vice President/DirectorOne to One [email protected]
Meet with me during the Connected Health Symposium October 21-22, 2010 by texting OTOHEALTH to 50500.
3www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
A few years ago (Web 1.0), this is what you had to care for to reach your patient and medical professional target audiences online.
4www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
But the growth of search, the explosion of content and the birth of the read/write web (Web 2.0) meant you needed to consider other sources of information and channels to reach your customers.Blogs
5www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Today, the growth of the “Social Web,” the proliferation of mobile and continued technical innovation (Web 3.0) has changed the consumption model and is constantly creating new sources of information…
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetailsWebinars/ e-Events
Live Chat
Location-based
Marketing
Blogs
6www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
The result: Dozens of types of digital channels and tens of thousands of sources of health-related information for patients, consumers AND health professionals.
Blogs
7www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
Podcasts/Webinars
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums Digital
In-office
Mobile Marketing
Social Network
Sites
Professional Forums
eDetails
Webinars/ e-Events
There are millions of daily points of interaction online in what is a rapidly expanding Digital Health Information Ecosystem™…and the possible connections are infinite and critically relevant.
Blogs
8www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
These interactions (with/between content and other users) increasingly influence everything from the decision to seek treatment to brand impression to message receptivity...
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
9www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
And the Digital Health Information Ecosystem™ is growing exponentially every day…
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
10www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
LET’S LOOK AROUND…
11www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/eEvents
Live Chat
Location-based
Marketing
Blogs
A look around…just a few examples
Search Engines
Patient Forums
12www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Review/ Rating Sites
Apps
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Blogs
A few examples…
Micro-blogs
Social Network
Sites
Video/ Photo Sites
Location-based
Marketing
13www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites
Podcasts/Webinars
Email/eCRM
Micro-blogs
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
A few examples…
RSS/Syndication
/Link Sharing
Apps
14www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/ e-Events
Live Chat
Location-based
Marketing
Blogs
A few examples…
Health Sites
General Interest
Sites w/Health
15www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/ e-Events
Live Chat
Location-based
Marketing
Blogs
A few examples…
16www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/ e-Events
Live Chat
Location-based
Marketing
Blogs
So why is it critically important for marketers to understand the Digital Health Information Ecosystem™?
17www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
Because there has been a behavioral sea-change in the way that people access and share information
that is technology-enabled but human-nature driven…AND…
18www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
Because your target customers – patients and professionals alike, aren’t just influenced by what they read in one or two places online….
19www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
It’s likely that a patient with a condition your product treats could find sources of information like this and be influenced by what she sees and read in these places…
Let’s consider a few examples…
20www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
It’s likely that a parent caregiver searches for information about treatments and products in these places and is part of a mothers’ forum that connects her to other mother’s ideas, ratings and savings…
Let’s consider a few examples…
21www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
It’s likely that a medical professional frequents online physician forums to discuss treatments and, like ~⅔ of doctors, carries a mobile device* which he uses to access apps that allow him to diagnose and document care on the go.
Let’s consider a few examples…
*Manhattan Research, Taking the Pulse v9.0
22www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
It’s likely that a health business decision maker regularly reads professional sites specific to his job function (ex. IT), has RSS feeds sent to his mobile phone and prefers to learn about new products from webinars and at trade shows.
Let’s consider a few examples…
23www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Digital at Trade Shows
Digital POSReview/
Rating Sites
Digital In-office
Brand Websites
Unbranded Websites
RSS/Syndication
/Link Sharing
Sponsor-ships
Professional Forums
Podcasts/Webinars
Patient Forums
Coupon Sites
Live Chat
Corporate Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Email/eCRM
Micro-blogs
Mobile Marketing
Professional Interest
SitesText/SMS
Social Network
Sites
Apps
Video/ Photo Sites
Casual Gaming/
SiteseLearning/
Online CME/CE
Widgets & Desktop
Apps
eDetails
Webinars/e-Events
Location-based
Marketing
Blogs
These are just a few examples.Online, no two segments or customers behave alike…
24www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
Corporate Websites
Brand Websites
Unbranded Websites
Search Engines
Health Sites
General Interest
Sites w/Health
Podcasts/Webinars
Email/eCRM
Micro-blogs
RSS/Syndication
/Link Sharing
Patient Forums
Coupon Sites
Digital In-office
Digital at Trade Shows
Mobile Marketing
Professional Interest
Sites
Digital POS
Text/SMS
Social Network
Sites
Review/ Rating Sites
Apps
Video/ Photo Sites
Casual Gaming/
Sites
Sponsor-ships
eLearning/ Online
CME/CE
Widgets & Desktop
Apps
Professional Forums
eDetails
Webinars/e-Events
Live Chat
Location-based
Marketing
Blogs
So what do you do?Where do you prospect?
How do you communicate to retain customers?How do you focus resources, dollars and effort?
25www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
For health brands, companies, institutions and marketers…
things have changed.
thinking needs to also.
26www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
For health brands, companies, institutions and marketers…ready to embrace the new behavioral paradigms represented in Web 3.0, they need a partner who can help them
navigate the Digital Health Information Ecosystem™
understand human behavior and evaluate technologies and tactics
execute effective, creative, compliant marketing programs
ensure integration between their many online and offline efforts
identify the metrics and means by which to understand productivity and ROI
27www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
It begins with a One to One conversation with us.
For health brands, companies, institutions and marketers ready to embrace the new behavioral paradigms, they need a partner who can help them think differently and market smartly in the Digital Health Information Ecosystem™.
28www.otoihealth.com © One to One Interactive, 2009-10. All rights reserved.
One to One Health offers full-service digital marketing strategies, creative and solutions for health-focused brands and companies.
We serve pharmaceuticals/biotech, health care, health tech and consumer health. We are based in Boston (USA) with offices in Baltimore, Reno, Salt Lake City, London, Singapore and São Palo, Brazil.
Inquiries:Seth Levine, VP/Director617-425-7319; International add 00 + [email protected]
More info at:www.otoihealth.com OnetoOneHealthBlog: RxforDigital.com
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