Google Confidential and Proprietary
Five Trends in Digital Healthcare in 2010
May 2010
Google Confidential and Proprietary 2
Digital is Critical for Health
Info Impacts Dialogue...53% say information found online lead them to ask a doctor new questions
Empowered Patients...Today, more than 80 million US adults use social media for health-related issues
Health Matters...61% American adults look online for health information
Sources: “The Social Life of Health Information,” Pew Research Center, June 2009; Manhattan Research 2009
Google Confidential and Proprietary 3
Cause Symptoms Complaint Diagnosis Treatment Rehab
Access to Information at Moment of Relevance
Rx
Google Confidential and Proprietary
Understand Your Goals
Drive prescription orders Encourage patient compliance
Increase brand awareness Educate consumers
Build Rx loyalty Create dialogue between patients and physicians
Google Confidential and Proprietary
Pharma Site Visitation Drives Key Performance Indicators
Lift Among Prospective Patients Who Visited Brand.com
28%
20% 20%
31%
38%
30%
0%
10%
20%
30%
40%
UnaidedAwareness
AidedAwareness
Favorability DiscussTreatements
DiscussBrand
Ask forBrand
% p
oint
diff
eren
ce b
etw
een
Exp
osed
and
Con
trol
Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
Awareness Intent
Note: Prospective patients are patients that are online but not yet on an Rx
Google Confidential and Proprietary
ROI Brand
Awareness & Favorability
Drivers of Conversion for
Tactical Optimization
Online marketing efforts have a significant incremental effect on new patient starts
Click on display media
Visit brandwebsite
Online Behavior Impacts New Patient Starts
Exposure
8.4%
11.2%
Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
11.9%Click on Paid Search ad
Prospect patient, online but not yet on an Rx
More Likely: New Patient
Google Confidential and Proprietary
ROI Brand
Awareness & Favorability
More Likely: Adherence/Next Fill
Drivers of Conversion for
Tactical Optimization
Online marketing efforts have a significant incremental effect on adherence/next fill among existing patients
Click on display media
Visit brandwebsite
Online Behavior Impacts Rx Adherence
ExposurePatients on an Rx
24.6%
20.3%
Source: comScore and Evolution Road, Fourth Annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry
17.7%Click on Paid Search ad
Google Confidential and Proprietary 8
“Consumers who visit product sites are nearly 3X more likely than the average US adult to
request prescriptions by name from their doctors.”
Source: ePharma Consumer v8.0, Manhattan Research
Google Confidential and Proprietary
2010 Health Digital Trends
Emergence of ePatients
Proliferation of Online Health Video
Mobile Will Impact Healthcare Decisions
Communities Matter
Physician Immersion in the Digital Channel
Google Confidential and Proprietary
1. Emergence of ePatients
Google Confidential and Proprietary 11
Trust in Online Health Resources is Skyrocketing
Question: Overall, do you feel your trust for online resources related to health information has increased, decreased or remained the same compared to a few years ago? Please select one. Base: Used Online Resources Listed. (Not Just Other). (n=4908).
Source: Google & OTX, Health Consumer Study, December 2009
Over the last couple of years, trust in online health resources has increased by
44%
Google Confidential and Proprietary 12
The Internet is a Powerful Tool for Health Research
Question: In the past 12 months, which of the following resources have you used to obtain information on a health-related question or concern? Please select all that apply. Base: Total US Respondents18+ who do not work in related professions/taken related surveys in past 12 months and have researched health information in the past 12 months. (n=22806).
Source: Google & OTX, Health Consumer Study, December 2009
The Internet is the Top Resource for Health Questions & Concerns
Google Confidential and Proprietary 13
Users Turn to Search for Health Information
Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.
Source: Google Internal Data; 3X growth from 2006-2009
Google Confidential and Proprietary
hyperactivity, impulsive behavior, short attention span
adhd, attention deficit, adhd treatment / medication
concerta, concirta, concerta side effects, concerta trial
concerta dosage, taking concerta, concerta newsletter
Search at Each Stage of the Patient Funnel
Google Confidential and Proprietary 15Source: Google Insights for Search
Search Spikes When People Want to Learn More
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Allows for Answers to Questions in Real Time
Real Time Twitter Resutls
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Gives Users the Most Relevant Answers
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Even for the Most Regulated Products
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Black Box Search Format Case Study: Yaz
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Users Find New Unit Transparent & Relevant
April 2009 FDA Letters
Nov 2009 Beta Launch
Source: Google Internal Data
Yaz AdWords data on Yaz & Yasmin brand terms 3/2009 – 3/2010
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Proposed Standard for Product Claim Sponsored Links
This additional “More Info” link will direct to risk information
Headline will link to designated landing page, such as the homepage
“Warning:” is fixed & cannot be modified; the remaining 62 characters can be modified
Google Confidential and Proprietary 22
Rx 2010: 100% Share of Voice on search marketing to increase patient Rx conversion.• Formats: Test new pharma units for increased transparency
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2. Proliferation of Online Health Video
Google Confidential and Proprietary 24
#1 | Because Video is Mainstream…
Video is the fastest growing medium in history
77% of Americans online watched a video last month
The average US viewer spends 500 minutes (8.3 hours)watching video online each month
The duration of the average online video is 3.7 minutes
Source: comScore Video Metrix, August 2009
Google Confidential and Proprietary
Consumers Watch Health Videos More Than Food & Celebrity
Celebrity
26%Food
27%Health32%
News
42%
25
Question: Thinking about online videos in general, which, if any, of the following types of videos do you typically watch on the Internet? Please select all that apply. Base: Total Health Consumers. (n=5001).Source: Google & OTX, Health Consumer Study, December 2009
Google Confidential and Proprietary 26Sources: 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs, 2009; Consumer Health Study, Google and OTX, December 2009
Nearly 50% of consumers report that online health videos serve as a top resourcewhen searching for medical conditions and prescription drug info
26Google Confidential and Proprietary
Consumers Value Online Health Video
7 in 10health consumers are interested in watching
health-related video online
Specifically, educationalvideos related to specific
conditions (54%) and those featuring experts such as
doctors (49%)
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Health Videos Drive Action
Take action after viewing health information in video form93%Conducted further online research as a result of the health video they viewed
69%
60%Interact with their doctors
Question: Which of the following actions, if any, have you ever taken as a result of watching online health videos?Note: Watch Health Videos n=369. **Individuals were able to respond positively to more than one answer. This number does not reflect response overlap.
Source: OTX and Google Custom Video Study, March 2008
Google Confidential and Proprietary 28Source: Nielsen “Three Screen Report,” 2009.Source: comScore MediaMetrix, December 2009
23% of YouTube’s
Audience is 45+
Google Confidential and Proprietary
Expand Your Reach
Google Confidential and Proprietary
Target Your Audience
Run Display Banners on YouTube
Target: Interest Based, Demo,
Geo,Behavioral
Control: Run only on Premium Partner
Content
Ad-formats: Run Rich Media formats that include all fair
balance
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Distribute Your Assets :60-:90 Videos
Promoted “Paid”
Advertising
Organic “Natural”
Search Results
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Measuring Back End Data
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Rx 2010: Capitalize on video consumption with rich media display and distribute your approved video assets.
Google Confidential and Proprietary
3. Mobile Will Impact Healthcare Decisions
Google Confidential and Proprietary
Mobile Market Overview
6.7B 4B7am
1pm8pm
11pmAround the Clock Engagement
0
50
100
150
200
250
300
350
400
450
2007 2008 2009 2010 2011
Sea
rche
s pe
r dev
ice
Search/PC
2011 ~ 250 Billion Searches
50% of web traffic will come through Mobile Devices with 5
Years~Mary Meeker ~Morgan Stanley
2/3 World Population Have Mobile Phones
Google Confidential and Proprietary
The Local Explosion
Find Locations Get Driving Directions See ItCall & More
One in three mobile search queries have local intent.
Google Confidential and Proprietary
Convergence
Unknown Skin Condition
Camera – EyesConnectivity – SecondsCloud - Data
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Health Consumers & Doctors Use Mobile
Health Info Seekers¹ are 49% more likelyto have connected to the Internet using a mobile device in the last 30 days
¹ Health Info Seekers defined as consumers who have obtained medical information online in the last 30 days
Sources: MRI 2009 Doublebase Study; Manhattan Research, April 2010
64% of physicians own a Smartphone
Google Confidential and Proprietary
Consumers Want to Search for Info Wherever They Go
39
1/2Of iPhone users have made a health-related query on their mobile device
Source: Greystripe, Inc., "Mobile Advertising Insights Report: Health and Dating Using the iPhone and iPod touch ," February 24, 1010, via eMarketer
Google Confidential and Proprietary
Mobile Apps
Source: Complete, Inc. 2009, mocoNews 2009
• 3+ Billion Apps Downloaded
• Average Android user downloads 40 apps
• 25% of iPhone & Android Users Spend 2 hours per day in apps
Google Confidential and Proprietary
Reach Your Consumers on Mobile...
Browse Internet Search
Use Apps
…as they pursue their interests
Watch Movies
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Mobile Search Provides Answers Anywhere
Target by: Location, Device, CarrierExample: Android users on AT&T’s network in Chicago
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Rx 2010: Just opt in! Replicate existing search campaigns for high end devices. Literally turn it on tomorrow.
Google Confidential and Proprietary
4. Communities Matter
Google Confidential and Proprietary 45
Social is the most popular activity online
1 out of every 6 minutes spent online is spent on a social network
Google Confidential and Proprietary 46
Run Display Banners on Google’s Ad Network
Target: Reach Your Target Audience
Control: Select the Sites You Want
Efficiency: Choose how you want to pay
for media
Reach Consumers Within Their Communities41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog
Source: Pew Internet Social Life of Health 2009
Google Confidential and Proprietary
J&J Baby Channel
710K+ Channel Views
1.3MM Videos Watched
2,900Channel
Subscribers
Build a Community Around Your Brand
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Tap into the Community to Drive Patient Education
Sanofi Aventis Go Insulin Channel
UnbrandedDiabetes Videos
Seamless Website
Integration
Links to CRM and iPhone
Application
Google Confidential and Proprietary 49
Create a Connection with Patient Testimonials
J&J Brand Realize Channel
Branded Patient Testimonials
Education & Product
Information
Medical Expert Advice
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Rx 2010: Tap into existing communities. Use the sight, sound, and motion of video to create emotional touchpoints with your consumers.
Google Confidential and Proprietary
5. Physician Immersion in the Digital Channel
Google Confidential and Proprietary
The Internet Is HCPs’ Top Health Resource
52
86% of physicians have used the Internet to gather health, medical, or prescription drug information
Base: Total Physicians n=458
Source: Hall & Partners and Google Custom HCP Study, August 2009
The Internet far exceeds the following resources for gathering health, medical, or prescription drug information:
• Online CME courses – 78% • Peer Reviews Journals – 77%• Pharmaceutical sales
representatives – 77%• Colleagues – 67%
• Books – 56%
• Health-related organization/association – 54%
• Magazines – 35%
• Video/DVDs – 20%
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Physicians Access the Internet Across Locations
92% in office/clinical setting
88%at home
59%on a mobile
device
Questions: In which of the following places do you access the internet to research medical or clinical information? You mentioned that you access the Internet in your office or clinical setting. Specifically, where do you do so? Do you use a mobile device (e.g. cell phone, PDA, Blackberry) to access clinical information? .Base: Total Physicians n=411
Source: Hall & Partners and Google Custom HCP Study, August 2009
Places Used to Access the Internet for Medical Information
21%in patient exam room
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Physicians Start with Search
How Physicians Start Patient Research
*Note: ‘Where search starts’ includes what the 1st step was that respondents took when executing the task. ‘Total search engine use overall’ includes the use of search engines overall, across scenarios and searchesBase: Total Physicians n=411, Physicians who use a search engine n=294
Source: Hall & Partners and Google Custom HCP Study, August 2009
71%Search Engine
29%Website
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One-Third of Physicians Search on Branded Meds
Base: Physicians who use a search engine n=294
Source: Hall & Partners and Google Custom HCP Study, August 2009
Types of Search Terms Physicians Use
57% Conditions
36% Treatments / Trials
33%Branded Medication
e.g., cardiovascular disease, post traumatic stress disorder
e.g., Boniva,Pristiq
e.g., diabetes type ll treatment,antiplatelet therapy trials
Google Confidential and Proprietary 56
Physicians Click at the Top of the Page
46%
92%
24%
8%
Percent of Physicians That Clicked
Base: Physicians who use a search engine n=294
Source: Hall & Partners and Google Custom HCP Study, August 2009
21% of Psychiatrists
clicked on sponsored
links
Sponsored links
Top of the Page
Bottom of the Page
Middle of the Page
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Reach Physicians in Relevant Content
Google Confidential and Proprietary 58
Rx 2010: Create HCP focused search campaigns with targeted messages & run display campaigns on medical sites.
Google Confidential and Proprietary 59
Thank You!
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