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E-Commerce as an Alternative Healthcare Channel

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Janette Toral
Janette Toral

Presentation made by Janette Toral last July 16 for a Unilab internal organization event. Blogged about it further at http://www.searchinfluencer.com/2012/09/dynamics-of-medicine-promotion-online.html

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E-­‐Commerce  as  an  Alterna0ve   Healthcare  Channel   Jane5e  Toral   h5p://www.digitalfilipinoclub.com  
Despite  this  stability,  overall  engagement  is  on  the  rise.   Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   Visi0ng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   Visi0ng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Ac0vi0es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  Na0onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
Help  me  belong…   Help  me  be  significant…   Source:  h5p://mobileyouth.org  
Home,  Hangout,  Hideout   Study  the  market  where  they  are.   Monitor  our  audience.   Source:  h5p://mobileyouth.org  
#  Prepare  for   the  sweet   spot   #  Home,   hangout,   hideout   h5p://business.manilastandardtoday.com/2012/03/28/tetangco-­‐says-­‐popula0on-­‐will-­‐bolster-­‐ growth/  
#  Build  communi0es   Brains  on  Fire   Book  reference:  
Disrup0ve  Diva   •  Social  tools  (product,  story,  usage  behaviors)   to  reclaim:   –  Social  space   –  Social  arrival   Source:  h5p://mobileyouth.org  
h5p:/mul0ply.com/marketplace  
h5p://www.buyanihan.com  
h5p://www.okayokay.com  
h5p://www.reebonz.com  
h5p://www.cashsense.com  
Shopinstallment.com   Erick Kalugdan 09178943492 erick@kalugdan.com
h5p://www.shopinas.com  
h5p://www.xend.com.ph  
h5p://www.coachjimsaret.ph  
h5p://www.coachjimsaret.ph  
h5p://www.ivi.com.ph  
h5p://my.proac0v.com.ph  
Howtofascinate.com  
E-­‐Commerce  as  an  Alterna0ve   Healthcare  Channel   •  In  crea0ng  awareness.   –  Go  for  volume.   •  50  exposures  is  s0ll  be5er  than  1.   •  Online  in-­‐sync  with  offline  efforts  work  best.   –  Sustain  interest.   –  Do  it  before  your  direct  /  indirect  compe0tors  take   your  customers  away.  
E-­‐Commerce  as  an  Alterna0ve   Healthcare  Channel   •  Empower  leaders   –  Community-­‐based  management  systems.   –  Use  online  /  offline  channels  to  communicate  with   leaders  and  retailers.   •  Be  crea0ve   –  The  right  model  is  s0ll  to  be  invented.  
We  buy  with   emo0on  and   jus0fy  with   logic   Source:  h5p://mobileyouth.org  
h5p://slideshare.net/jane5etoral  

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E-Commerce as an Alternative Healthcare Channel

  • 1. E-­‐Commerce  as  an  Alterna0ve   Healthcare  Channel   Jane5e  Toral   h5p://www.digitalfilipinoclub.com  
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  • 10. Despite  this  stability,  overall  engagement  is  on  the  rise.   Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   Visi0ng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   Visi0ng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Ac0vi0es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  Na0onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  • 11. Help  me  belong…   Help  me  be  significant…   Source:  h5p://mobileyouth.org  
  • 12. Home,  Hangout,  Hideout   Study  the  market  where  they  are.   Monitor  our  audience.   Source:  h5p://mobileyouth.org  
  • 13. #  Prepare  for   the  sweet   spot   #  Home,   hangout,   hideout   h5p://business.manilastandardtoday.com/2012/03/28/tetangco-­‐says-­‐popula0on-­‐will-­‐bolster-­‐ growth/  
  • 14. #  Build  communi0es   Brains  on  Fire   Book  reference:  
  • 15. Disrup0ve  Diva   •  Social  tools  (product,  story,  usage  behaviors)   to  reclaim:   –  Social  space   –  Social  arrival   Source:  h5p://mobileyouth.org  
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  • 37. E-­‐Commerce  as  an  Alterna0ve   Healthcare  Channel   •  In  crea0ng  awareness.   –  Go  for  volume.   •  50  exposures  is  s0ll  be5er  than  1.   •  Online  in-­‐sync  with  offline  efforts  work  best.   –  Sustain  interest.   –  Do  it  before  your  direct  /  indirect  compe0tors  take   your  customers  away.  
  • 38. E-­‐Commerce  as  an  Alterna0ve   Healthcare  Channel   •  Empower  leaders   –  Community-­‐based  management  systems.   –  Use  online  /  offline  channels  to  communicate  with   leaders  and  retailers.   •  Be  crea0ve   –  The  right  model  is  s0ll  to  be  invented.  
  • 39. We  buy  with   emo0on  and   jus0fy  with   logic   Source:  h5p://mobileyouth.org