A report on how healthcare/pharmaceutical industry is transforming since past few decades. The presentation gives an insight on what are the new trends in healthcare industry and the relative indicators.

1. Healthcare Trends - 2013
Mithu Deb
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2.  Global adults look online for health information
 53% say information found online lead them to ask a doctor new
questions
 Today more than 80 million US adults use social media for
health-related issues
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Digital is Critical for Life

3.  Increase brand awareness
 Create dialogue between patients and physicians
 Build Rx loyalty
 Encourage patient compliance
 Educate consumers
Understand your Goals
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4. Online Behaviour Impacts New
Patient Starts
Online marketing efforts have a significant incremental effect on new patient starts
Prospective Patient online
but not on Rx yet
New Patient; More Likely
Exposure
Visit Brand
Website
Click on Display
Media
Click on Paid
Search ad
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5. Online Behaviour Impacts Rx
Adherence
Online marketing efforts have a significant incremental effect on
adherence/next fill among existing patients
Patient on Rx
More Likely; Next
Fill/AdherenceExposure
Visit Brand
Website
Click on Display
Media
Click on Paid
Search ad
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6.  Emergence of e-Patients
 Proliferation of Online Health Video
 Mobile Will Impact Healthcare Decisions
 Communities Matter
 Physician Immersion in the Digital Channel
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Digital Healthcare Trends

7. Emergence of e-Patients
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8.  Over the last couple of years, trust in online health
resources has increased by 44%
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Trust in online health resource is
skyrocketing

9. The Internet is a Powerful Tool for
Health Research
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10. Even the most regulated products
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11. Proliferation of Online Health
Video
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12.  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
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#1 because Video is mainstream

13. Consumers Watch Health Videos
More Than Food & Celebrity
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14. Consumers Value Online Health
Video
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15. Health Videos Drive Action
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16. 23% of YouTube’s Audience is 45+
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17.  Expand your reach
 Target your audience
 Distribute your assets
 Measure Back end data
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Things to do with Youtube

18.  Capitalize on video consumption with rich media
display and distribute your approved video assets.
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Take away

19. Mobile Will Impact Healthcare
Decisions
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20. Mobile market overview
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21.  One in three mobile search queries have local intent.
Local Explosion
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22.  Health Info Seekers are 49% more likely to have connected to the
Internet using a mobile device in the last 30 days
Health Consumers & Doctors Use
Mobile
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23. Consumers Want to Search for Info
Wherever They Go
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24. Mobile apps
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25.  as they pursue their interests
Reach Your Consumers on Mobile...
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26.  Just opt in! Replicate existing search campaigns for
high end devices. Literally turn it on tomorrow.
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Takeaway

27. Communities Matter
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28.  1 out of every 6 minutes spent online is spent on a
social network
Social is the most popular activity
online
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29. Build a Community Around Your
Brand
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30. Tap into the Community to Drive
Patient Education
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31. Create a Connection with Patient
Testimonials
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32.  Tap into existing communities. Use the sight, sound,
and motion of video to create emotional touch
points with your consumers.
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Takeaway

33. Physician Immersion in the
Digital Channel
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34. The Internet Is HCPs’ Top Health
Resource
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35.  Places Used to Access the Internet for Medical
Information
Physicians Access the Internet
Across Locations
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36. Physicians Start with Search
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37.  Types of Search Terms Physicians Use
One-Third of Physicians Search on
Branded Meds
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38. Physicians Click at the Top of the
Page
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39.  Create HCP focused search campaigns with targeted
messages & run display campaigns on medical sites.
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takeaway

40. Thank You..
debmithu@gmail.com
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