A look ahead to the digital trends changing the frontlines of health, pharma and wellness marketing in 2012.

1. DIGITAL
TRENDS
Changing the frontlines of health
and wellness marketing in 2012

2. TRENDS WE’RE WATCHING
First movers in Change we see
Big shifts health care
underway ahead
How pharma,
What we’re
What’s changing biotech, and
watching for 2012
marketing right now wellness leaders
and beyond
are responding
Jump to page 56 for the big new stuff

3. BIG SHIFTS
UNDERWAY
What’s changing marketing right now

4. BIG SHIFTS UNDERWAY
The digital practice
Personal search
Mobile health
Long form on the screen
Gaming is fun again

5. BIG SHIFTS UNDERWAY
The digital practice
Technology is fundamentally changing how health care
professionals interact with each other and their patients.
Let’s take a peek inside ….

6. BIG SHIFTS UNDERWAY
Personal search
The explosion of channels and proliferation of media have left us
hyper connected and information overwhelmed. Today’s searchers
don’t want more opinions; they want a clear path to the most
relevant, credible ones. Who do they trust? Google?
Prolia

7. OR THE FILTER OF THE NETWORK
THEY’VE BUILT
ACROSS SOCIAL MEDIA?
Prolia
Searching not only the entire web, but the preferences of people like me

8. THE LINES BETWEEN SOCIAL,
SEARCH, AND MEDIA
ARE GETTING BLURRY
All content
can enable
Social interactions
All content and encourage
with content
feeds search social interactions
improve search
(which will, in turn,
improve search)

9. THEN: ALGORITHMS DELIVERED
CONSISTENT SEARCH RESULTS

10. NOW: SOCIAL CUSTOMIZES
SEARCH RESULTS JUST FOR YOU

11. BIG SHIFTS UNDERWAY
Mobile health
Remote patient-monitoring devices have the fastest-growing yearly
revenue of any medical device sector. From 2008 to 2010, the growth
rate was an impressive 23%, and revenue is expected to double in the
next four years.
It is unusual to see more than 20% growth in the tight, volume-buy
medical device market, but the new wireless patient-monitoring
systems are surpassing that because they appeal both to the need of
payers to cut hospital stays and to the need of providers to deal with
reduced staff.
Kalorama Information, “Remote and Wireless Patient
Monitoring Markets,” 2011

12. WHY? IT WORKS …
In a randomized controlled study, Kaiser Permanent researchers
Partners Healthcare’s Center for found that home-based monitoring
Connected Health found that tools helped control hypertension.
Vitality’s GlowCaps service raised 20% more patients lowered their
medication adherence rates 27% blood pressure to healthy levels
for hypertensive patients. within six months.
71% 98% 38% 58%

13. IT’S NOT JUST HEALTH CARE,
MHEALTH IS SELF-CARE
9,000 consumer health apps currently in the iTunes store
+4,000 expected by next summer
These apps offer a mind-boggling
array of health support, like:
• Calculating calories burned during
exercise
• Creating soundtracks to help people
fall asleep
• Displaying pictures that can elicit
memories from Alzheimer’s patients
• Quantifying pain over time

14. REGULATORS ARE STARTING TO
WATCH APP “EFFICACY”
Said two app makers falsely claimed that their
FTC apps would eradicate blemishes (with light).
DermApps and Acne Pwner will have to return the
$14,294 and $1,700, respectively, that people
paid for the apps.
This summer, the FDA issued draft guidelines
FDA for mobile medical devices.
They’re focused on tools that act like devices –
not health and wellness apps or even true
medical apps

15. BIG SHIFTS UNDERWAY
Long form on the screen
This is the first year we’ve really gone long form on the little screen.
People are devouring content and calling into question everything we
think we know about how to write and create for digital mediums.

16. THE iPAD AND KINDLE CHANGED
HOW PEOPLE USE SCREENS
Amazon sells 105 eBooks for every 100
print-and-paper books
- Amazon, July 2011

17. PUBLISHERS HAVE STARTED TO
CRACK THE CODE TOO
These three leaders have created new best practices on
how to publish to the screen.

18. HOW WILL IT CHANGE BRAND
MARKETING?
FROM: BULLET POINTS TO: SOLID NARRATIVES
FROM: 30-SECOND CLIPS TO: BRAND JOURNALISM
FROM: CREATING TO: CURATING

19. BIG SHIFTS UNDERWAY
Gaming is fun again
Gaming is a big part of American life. How could translating that
interface to medicine promote healthier choices and longer lives?

20. MOST OF THE WAYS WE
INTERACT WITH HEALTH CARE
ARE UNINSPIRING
The interface of health care
is broken
We’re not engaging people
• We give them 7 minutes in the exam room.
• Confront them with complicated, paper-based
adherence tools.
• Set a lot of requirements but give few rewards.

21. GAMING IS THE NEW AMERICAN
PASTIME
Of gamers are women. Is the average age of
In fact, a greater
number of women than 40% 34 gamers (they’ve been
playing for ~12 years).
YEARS
boys under age 17 play.
of Americans over of heads of households
the age of 50 play
video games. 26% 42% play games on a
wireless device.
ESA, 2009/2010

22. GAMING IS MORE THAN WORLD
OF WARCRAFT
Relative Industry
EA Games Valuation: $5–7 Billion Global Sales Comparison
(Sims, Madden, Rock Band) • Game: $70 Billion
• Music: $40 Billion
• Movie: $30 Billion
Zynga Valuation: $7–10 Billion
(Social Games/Farmville)
67%
of US households
play video games
Groupon Valuation: $23–25 Billion
(game mechanics-driven daily deals)

23. GAMES LEAD TO HEALTHIER
BEHAVIOR AND OUTCOMES
“The beauty of a game is that
it gives you a goal.”
People will work longer and harder if you give them a
goal.
- Debra Lieberman of the Institute for Social, Behavioral and Economic Research
(ISBER) at the University of California, Santa Barbara

24. IN ONE STUDY, RESEARCHERS
FOUND THAT GAMES MAKE
PEOPLE “BETTER PATIENTS”
More
More engaged in 16% improvement knowledgeable
their treatment in adherence about care plan
Pediatrics: A Video Game Improves Behavioral Outcomes in Adolescents and Young Adults With Cancer: A
Randomized Trial, 2008

25. THE EVIDENCE HAS CONVINCED
HEALTH AND WELLNESS LEADERS
• Humana has now dedicated part of its innovation department to
Payers are leading gaming.
the way • Along with CIGNA and Aetna, it’s been an early mover and getting
challenge and educational games in the hands of members.
$50 million • That’s how much venture capital has been poured into health games
in the last five years.
investment
• Major CPG companies are building their offers with wellness gaming.
CPG is joining in • Johnson & Johnson, Unilever, Kraft, Nike, Apple, Disney, and others
are developing new products related to health gaming.
TechWatch, Games For Health: The Latest Tool In The Medical Care Arsenal, 2009

26. FIRST MOVERS IN
HEALTH CARE
How pharma, biotech, and wellness leaders are
responding

27. FIRST MOVERS IN HEALTH CARE
Better tools for reps
Truly mobile sites
Value around the pill
Warm leads from the marketing suite
New metrics and ROI models

28. FIRST MOVERS IN HEALTH CARE
Better tools for reps
The iPad has had amazing uptake by pharma and biotech. It’s
becoming the center of a new kind of sales toolkit – one that’s more
about showing than telling.

29. THE iPAD HAS BEEN ADOPTED BY
TEAMS AROUND THE WORLD
First Word, 2011

30. TO CREATE EXPERIENCES THAT ARE
REMEMBERED IN THE PRACTICE
1:2
(U.S.) physicians say they
have received a detail on
an iPad or similar tablet.
Brands whose tablet details they remember most:
Manhattan Research, 2011

31. ON TABLETS, THE DETAIL CAN BE
PART OF AN INTEGRATED TOOL KIT
MORE MORE
EFFICIENT EFFECTIVE
CRM Formulary
THE DETAILING SUITE
Productivity In person Leave behind
Remote / virtual
Sampling App tools
Self-guided
Community Resources

32. NEW POSSIBILITIES
We can create experiences we
could have never created before.

33. 1 CUSTOM, NOT CANNED
The iPad can support scenario selling - Allowing
your reps to customize the detail to the practice.
Use what you know
Ask what you don’t
To create experiences
that are custom fit

34. 2 TOOLS, NOT TALK
Physicians want to use your brand
(not just hear about it).
• What can your brand create
that makes running the
practice easier.
• Or conversations with
patients more powerful?
• Demonstrate it in the
detail and leave it behind
with a short URL.

35. 3 BE LOGICAL, NOT LINEAR
Conversations never follow the path you sketched out
on a white board.
• Hot spots and callouts let
reps drill down into the data
or ideas the physician is
most interested in.
• Multiple paths create a
sense of discovery.
• All while keeping the detail
in the 2-minute window.

36. 4 SHOP, DON’T DROP
Short are the days of Trunk Stock. Today’s docs want
a more personal, flexible leave behind.
• We have content physicians
want: tools that support
their patients.
• How can we merchandise
that in a way that lets docs
choose?
• And deliver it to them any
way they want.

37. 5 STORY BUILDING,
NOT STORYTELLING
The iPad can create a virtual lab, an interactive OR, or
any other space you might want to collaborate in
We can build scenarios together.
• That reflect the practice’s
real patients.
• And demonstrate the
impact of a therapeutic.

38. FIRST MOVERS IN HEALTH CARE
Truly mobile sites
By 2015, more people will access the web from mobile devices than
from computers. Over half of physicians are already accessing the
mobile web more than 5x/day in their practice.
BUT: Only 4% of pharma websites are mobile friendly.
Morgan Stanley, 2010
Manhattan Research, 2011
The Lathe, 2011

39. FIRST MOVERS KNOW:
It’s not just about the experience.
Desktop websites are not designed for small screens.
Some say that mobile could become a mandate.
• Logo
• Branding
• Claim
• Indication
• ISI

40. BEST PRACTICE:
MERCK’S JANUMET
• Great, touch-friendly
design with big
buttons, clear
graphics
• Safety information
snippets at top of
page.
• Phone numbers are
active – just tap to
start a call

41. BEST PRACTICE:
SANOFI-AVENTIS’ LANTUS
• One of the first
mobile sites and still
one of our favorites
• Dashboard-style
navigation
• App-like navigation

42. BEST PRACTICE:
NOVO NORDISK’S VICTOZA
• Strong branding
• HCP focus
• Easy scroll text pages

43. FIRST MOVERS IN HEALTH CARE
Value around the pill
Relationships aren’t built on price and product - they’re built on
unique value. We create product + programs designed to build
more lasting relationships with brand stakeholders and deliver
lasting sales (not just trial and new acquisitions).

44. TOOLS THAT EMPOWER PATIENTS
Sanofi-Aventis created GoMeals to support people managing their
diabetes. The clever app has calculators and tools that make
mealtime decisions easier.
~3,000 people per month
visit the GoMeals site. The
app itself has 264 reviews
across two app stores with
an average rating of
3.5 – 4 stars.

45. TOOLS THAT POWER BETTER
CONVERSATIONS
King Pharmaceuticals’ PainBalance site brings together an
incredible collection of tools – from clinical aids to surveys,
educational content, REMS, and more.
The site’s visual aids are the
most impressive components –
they’re exam room ready and
in formats for nearly every
device. The site has earned
a lot of time and attention –
rating as many as 15,000
visitors in a month and 4-6
minutes of time per visit.

46. AND TOOLS THAT POWER
LASTING COMMITMENTS
50% of people who should get colonoscopy screenings choose not
to. The reasons are familiar: it’s scary, the prep is awful. Salix
decided to create a tool that answered all their real questions – in
the voice of someone like me.
• Up to 50,000
visitors/month
• Used on provider sites
• 30,000 requests for
printed copies
• 200 hospital requests
• 2,000 HCP requests

47. FIRST MOVERS IN HEALTH CARE
Warm leads from the marketing suite
Marketing strategies and tools have usually been designed to
support or augment the sales force. But, some pharma companies
are rethinking that: they’re using marketing to create warmer
handoffs and make personal connections.

48. PFIZER CREATED A TRULY
HUMAN-CONNECTED PROGRAM
Pfizer took the lead on creating an esampling program
that supported – instead of competed with – the sales
force.
Reps have 48 hours to
choose to respond to
esample requests in
person.
If they don’t, the esample
is automatically shipped
to the OB, and that office
can be added to a “no
see” marketing list.
All esample requests are
automatically referred to
the relevant sales rep
(based on zip code or
practice address).

49. FIRST MOVERS IN HEALTH CARE
New metrics and ROI models
One of the critical success factors to creating sustainable
investments in new mediums is getting the right metrics in place:
How will we ultimately judge ROI, and what performance indicators
are essential to watch along the way?

50. NEW METRIC #1:
SUSTAINED BEHAVIOR CHANGE
Pharma is supporting real change.
• It’s not about taking one drug or
asking one question.
“There's a huge
disconnect between • It’s about making better choices, one
our long-term by one, every day.
aspirations and
moment-to-moment
choices.”
Margaret Morris, PhD, Intel Digital Health Group on the tension between diet and health

51. NEW METRIC #2:
RETURN ON REPUTATION
“Ads can’t change people’s minds, only actions
can.”
• Invest in places they can make a
difference.
• And let people tell each other
what kind of company Pfizer
really is.
Sally Susman, SVP and chief communications officer for Pfizer

52. NEW METRIC #3:
SERVICE RATINGS
GSK took a big step toward building lasting
relationships with health care providers and
regaining the public’s trust.
• In an effort to sync its actions with its
values.
• GSK moved revolutionized its sales
incentive model.
• And, quickly won the #1 preferred
sales force of PCPs.

53. CHANGES WE SEE
AHEAD
What we’re watching for 2012 and beyond

54. CHANGES WE SEE AHEAD
Personal clouds
NFC
Gated social communities
Internet TV (finally)
Connected cars and houses

55. CHANGES WE SEE AHEAD
Personal clouds
This is not the post-PC era. The PC will be alive and well, but the
personal cloud will replace the PC as the location where users
access their content. We’re already seeing people interact with
cloud services like Amazon Music, Netflix, Google Docs and Apple’s
iCloud.

56. THE ERA OF SCREENS, PART 1
FROM: SYNCHRONIZE ALL YOUR
TO: SAVE ONCE, SEE ANYWHERE
DEVICES
By 2015, the biggest difference we’re going to see between
a connected TV, AIO PC and tablet may be the screen size.

57. CONSUMERS CAN USE SHARED
SERVERS OR AT-HOME HARDWARE
TO CREATE THEIR OWN CLOUD
In this age of personal curation, the things we save and
create can be accessed on any device we touch.
DIY Cloud

58. CHANGES WE SEE AHEAD
NFC
NFC facilitates spontaneous, impulse-driven interactions due to the
simplicity of its use. Simply tap an NFC touch point with your
phone, and initiate some kind of relationship with a company.

59. THE NEXT EVOLUTION OF
ENGAGEMENT ISN’T TYPING OR
EVEN SCANNING, IT’S TAPPING
This is the kind of “ah ha” ease of use that inspires
rapid adoption and bridges the technology divide.

60. THAT IS, AS SOON AS THE
HARDWARE CATCHES UP…
Today, most of the new Android smartphones have NFC.
But Apple and RIM have been slower to adopt.
See the full list:
http://bit.ly/nfclist

61. WE’RE ALREADY SEEING TEST
CAMPAIGNS

62. WHAT ELSE COULD MARKETERS
DO?
Prompt immediate joining or opt-ins:
Initiate a phone call, text, or email:

63. CHANGES WE SEE AHEAD
Gated social communities
Sites like MySpace and Facebook are designed to attract a broad
base of users. Newer breeds, like Small World and the forthcoming
Diamond Lounge, are building business plans based on exclusivity
and the age-old custom of keeping out the riffraff.

64. OMG, MY MOM JOINED FACEBOOK
Our human need to share things with our friends and
fellow travelers is balanced by a need for intimacy with
“people like me.”

65. THE FIRST BIG MOVER IN GATED
COMMUNITIES IS ACTUALLY A
MACRO COMMUNITY

66. WHAT’S NEXT: MICRO HEALTH
SUPPORT NETWORKS
Ad hoc groups of 10-15 that include your actual care team

67. CHANGES WE SEE AHEAD
Internet TV (finally)
We’ve been talking about Internet TV since at least 2003. The
tipping point seems to finally be here. And the difference is
bandwidth. The devices that are popping up to take advantage of
the new combination of connectivity and content range from
newbies like Roku to gaming platforms like Playstation and old
hands at TV like Sony.

68. THE ERA OF SCREENS, PART 2
Internet TV makes programming more vast and more
personal. Now living room content can come from
anywhere – not just a cable provider.

69. WIFI IS BUILT IN SO THAT YOU
CAN SEARCH WHILE YOU WATCH
Instantly asking questions to Dr. Google, WebMD, or YouTube – right
from your remote

70. CHANGES WE SEE AHEAD
Connected cars and houses
The industry has not made real connectedness happen as quickly
as it should have, in large part because of fragmentation. Today,
there are few ways to establish peer-to-peer connections between
devices in the home. But this fall, the industry finally started coming
together to establish those standards. The new age of connectivity
will be powered by your handheld device – increasingly acting as a
remote control to your home, car, and world.

71. FORD AND TOYOTA ARE CREATING
IN-CAR HEALTH MANAGEMENT
SYSTEMS THAT MONITOR REAL-
TIME BIOMETRICS
ECG (electrocardiogram) tracking through
the steering wheel
Bluetooth integration of Medtronic’s
continuous glucose monitor
Reminders and touchscreen control of
WellDoc’s disease management support
Real-time allergy indexes
from SDI Health

72. TODAY, THE MEDCOTTAGE IS
BRINGING TECHNOLOGY-POWERED
CAREGIVING TO THE BACKYARD

73. INNOVATION LAB 2010