This mini workshop shares what a QR Code is, what other types of codes there are, the adoption rate of codes, how marketers are using QR Codes and how pharma could benefit from QR Codes.

1. QR CODE
WORKSHOP

2. ABOUT IQ MINI WORKSHOPS
iQ is the innovation lab of GSW
Worldwide. We research emerging
trends in both how technology and
expectations are changing. Insight into
new consumer/ What early-mover
HCP expectations brands are doing
We use those findings to develop
perspectives on how our healthcare
marketing clients can gain
competitive advantage in fast-
changing areas like
mobile, slate, gaming, and social
media.
Strategies and Innovation theater:
Then we model innovative tools and insights for brand A model of what
experiences designed just for health planning could be
care marketers.
Mini workshops like this one include
a snapshot of each of those
elements.

3. MOST OF THE WAYS WE
INTERACT WITH HEALTH CARE
ARE UNINSPIRING
The interface of healthcare
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

4. WHAT’S A QR CODE?
Overview, encoding data and readers

5. QUICK RESPONSE (QR) CODE
• A QR Code is a type of two-dimensional (2D)
code that consists of black modules that contain
encoded data which can be read by a smart
phone app.

6. ENCODING DATA
• The black modules of the
QR Code contain
encoded data such as:
– Text
Data – URL
– vCard
– Phone number
– Text (SMS)

7. READING THE ENCODING DATA
• QR Code
reader apps
utilize a smart
phone’s Position
cameras to
recognize the
position and
alignment
marks to scan
the encoded
data.
Alignment

8. QR CODE READERS
• There are a number
of QR Code reader
apps available for
smart phones such
as:
– Kaywa
– i-nigma
– Optiscan
– QuickMark
– QR Droid
– ScanLife

9. OTHER TYPES OF
2D CODES
ShotCode, Aztec Code, DataMatrix and others

10. OTHER TYPES OF 2D CODES
• Although QR Codes tend to be the most popular of
the 2D Codes it’s good to be aware of other types.
ShotCode Aztec Code High Capacity DataMatrix EZcode
Color
• Please note that other types of codes may not work with your QR Code reader.

11. 2D CODE ADOPTION
Usage statistics

12. 2D CODE USAGE STATISTICS
• 28% of smart phone users are already scanning
2D codes.
• Percentage of users scanning 2D codes by type
of smart phone:
– 48% Android
– 39% iPhone
– 18% Blackberry
Compete / Kantnar: http://blog.compete.com/2011/01/11/compete-smartphone-intelligence-
survey-shows-mobile-barcode-scanning-now-mainstream-in-retail

13. QR CODES IN
MARKETING
How marketers are using QR Codes to reach their
customers

14. COMMON MARKETING USES OF
QR CODES
• URL
– Provide additional content specific to the scanned item
or location such as:
• Video describing or demoing an item
• Additional content about the item (ie: reviews, rating)
• Phone number
– Speak to a representative
• Text
– Receive additional information
– Sign up for an offer

15. PET SHOP BOYS
Music Video
• British synth pop
duo Pet Shop
Boys, released their
2007 single
“Integral” - an
electronic download
only format via QR
Code.
Single artwork

16. BEST BUY
• Retail giant Best
Buy added QR
Codes to their fact
tags to provide
customers with
detailed product
information.

17. GOOGLE
• When Google
launched their mobile
marketing campaign
for Google Places
they sent out some
190,000 QR Code
decals to local
businesses across
the United States that
customers could scan
to receive
reviews, comments
and coupons.

18. McDONALDS
• McDonalds in
Japan are using
QR Codes on their
products to direct
customers to that
product’s
nutritional
information.

19. AN INNOVATION THEATER IDEA:
QR CODE CARDS
The iQ team creates models, prototypes and
storyboards that show how innovative applications of
technology can solve persistent healthcare challenges.
We always start with a common problem:

20. IT’S DIFICULT FOR SALES REPS
TO CONNECT WITH PRESCRIBERS
• Last year, the number of docs who would see
most reps dropped significantly and the number
who refused to see most reps increased by half.
That means 8 million planned sales calls were
nearly impossible to complete.
REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS
20% 50%
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

21. SO WE ASKED
• What if a sales rep’s business card was a portal to his
on-demand office?

22. THE QR CODE CARD
• In this experiment a
Physician scans the QR
Code on a Rep’s business
card and is taken to a
custom, transactional mobile
friendly site.

23. For more answers to pharma’s
marketing challenges visit
WhatsYourDigitaliQ.com
Twitter.com/iQlab
SlideShare.net/iQlab
YouTube.com/GSWiQlab