Presentation from DigiPharm 2012 from Sam Walmsley at Bluelight

1. Multi-screen healthcare
Sam Walmsley - Mobile Consultant
Wednesday, 26 September 12

2. Hello DigiPharm
I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital
strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support
and mobile web delivery
Wednesday, 26 September 12

3. Hello DigiPharm
I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital
strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support
and mobile web delivery
Wednesday, 26 September 12

4. Hello DigiPharm
I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital
strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support
and mobile web delivery
Wednesday, 26 September 12

5. Hello DigiPharm
I work as consultant at Bluelight
Bluelight is a consultancy providing compliant mobile and digital
strategy to pharmaceutical companies
In mobile we provide strategy, mobile marketing, app support
and mobile web delivery
@sammielw
Wednesday, 26 September 12

6. Agenda
1. Multiscreen Health
2. The mobile pharmaceutical company
24
3. Apps as a mobile strategy
4. Where to start & questions to ask
5. Whats next
Wednesday, 26 September 12

7. What do you expect as a customer?
I want what I want, when I want it,
where I want it
I want content independent of location,
platform, time or nature of request
I want no restrictions, and I want it
portable
I want a seamless multichannel Adapted'by'
Paul'Dixey'
experiences
Wednesday, 26 September 12

8. Multiscreen Health
HCPs in Europe
Wednesday, 26 September 12

9. The multiscreen doctor
Ref: Manhattan Research, Taking
the Pulse Europe 2011
Wednesday, 26 September 12

10. Mobile content
Smartphones 71
Search 84
Tablets
53
News 71
51
Scientific articles 70
19
Watch videos 56
14
Social Networks 28
0 15 30 45 60 75 90
Ref: Manhattan Research, Taking
the Pulse Europe 2011
Wednesday, 26 September 12

11. How doctors use smartphones
sms
75% check email 59% browse web
70% send email 74% text
52% multimedia
messaging
74% search 52% download
internet apps 14% social
networking
30% instant 21% watch sites
message online videos
Ref: Taking the Pulse 2011
(EU)
Wednesday, 26 September 12

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Ref: BMJ Aug 2012 analytic
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Wednesday, 26 September 12
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data
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13. Apple devices & medical content
2%2%0%
1% 0%
0%
3% Apple iPad
Apple iPhone
Sony Ericsson Xperia
Samsung Galaxy
Apple iPod Touch
53%
Samsung Galaxy Note
38% Samsung Galaxy Nexus
RIM Blackberry Bold Touch
Samsung Galaxy S
Ref: Taking the Pulse 2011
(EU)
Wednesday, 26 September 12

14. European handsets
4%
2%
7%
Apple iPhone
8%
Android Google
Nokia
45%
Samsung
8% Window Mobile
Blackberry
Palm
12%
Other
12%
Ref: Taking the Pulse 2011
Europe
Wednesday, 26 September 12

15. Variations by country
66% 21% 48% Daily use of
devices for
74% 14% 66% professional
purposes
64% 17% 28%
60% 22% 40%
Ref: Elsevier EPS 2012 n=1093
Wednesday, 26 September 12

16. More screens, more access
Ref: Taking the Pulse 2012
(US)
Wednesday, 26 September 12

17. More screens, more access
Doctors with 3 screens
Ref: Taking the Pulse 2012
(US)
Wednesday, 26 September 12

18. More screens, more access
Doctors with 3 screens
Spend more time online
Ref: Taking the Pulse 2012
(US)
Wednesday, 26 September 12

19. More screens, more access
Doctors with 3 screens
Spend more time online
Go online more often
Ref: Taking the Pulse 2012
(US)
Wednesday, 26 September 12

20. Consumers
Resources
Wednesday, 26 September 12

21. EU Smartphone data
www.ourmobileplanet.com
Ref: Taking the Pulse 2011
(EU)
Wednesday, 26 September 12

22. Pharma
Pharma is NOT Multi-screen
Wednesday, 26 September 12

23. Mobile Pharma
4 out of 20 pharmaceutical corporate
websites have a mobile presence
Ref: Bluelight research based
on top 20 pharma companies
based on revenue (.com)
Wednesday, 26 September 12

24. Brand.com sites
out of top 20 pharmaceutical
prescription brand websites have a
mobile presence
YET
of traffic searching for the
brand is from a mobile
device
Ref: Bluelight research, based
on 2011 brand prescription
sales by volume
Wednesday, 26 September 12

25. Brand.com sites
0 out of top 20 pharmaceutical
prescription brand websites have a
mobile presence
YET
of traffic searching for the
brand is from a mobile
device
Ref: Bluelight research, based
on 2011 brand prescription
sales by volume
Wednesday, 26 September 12

26. Brand.com sites
0 out of top 20 pharmaceutical
prescription brand websites have a
mobile presence
YET
20% of traffic searching for the
brand is from a mobile
device
Ref: Bluelight research, based
on 2011 brand prescription
sales by volume
Wednesday, 26 September 12

27. Oncology
82% of oncologists consult their mobile
device 4 or more times a day
How many oncology
mobile brand sites?
Ref: Bluelight research, based
on 2011 brand prescription
sales in oncology
Ref: Oncology Skyscape 2011
Wednesday, 26 September 12

28. Oncology
82% of oncologists consult their mobile
device 4 or more times a day
How many oncology
mobile brand sites? 1
Ref: Bluelight research, based
on 2011 brand prescription
sales in oncology
Ref: Oncology Skyscape 2011
Wednesday, 26 September 12

29. Oncology
82% of oncologists consult their mobile
device 4 or more times a day
How many oncology
mobile brand sites? 1
Ref: Bluelight research, based
on 2011 brand prescription
sales in oncology
Ref: Oncology Skyscape 2011
Wednesday, 26 September 12

30. Top 100 advertiser sites
vs
Non-
Optimised
optimised
sites
sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Wednesday, 26 September 12

31. Top 100 advertiser sites
63% vs
Non-
Optimised
optimised
sites
sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Wednesday, 26 September 12

32. Top 100 advertiser sites
63% vs 37%
Non-
Optimised
optimised
sites
sites
Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore
Wednesday, 26 September 12

33. Does it matter?
out of HCPs are likely to abandon the
mobile website if its not optimised for a
smartphone
report that they are led to mobile
optimised sites only occasionally
Ref:
Manha*an
Research
–
Google
Physician
Channel
Adop:on
Study
(US)
2012
Wednesday, 26 September 12

34. Does it matter?
62% out of HCPs are likely to abandon the
mobile website if its not optimised for a
smartphone
report that they are led to mobile
optimised sites only occasionally
Ref:
Manha*an
Research
–
Google
Physician
Channel
Adop:on
Study
(US)
2012
Wednesday, 26 September 12

35. Does it matter?
62% out of HCPs are likely to abandon the
mobile website if its not optimised for a
smartphone
report that they are led to mobile
41% optimised sites only occasionally
Ref:
Manha*an
Research
–
Google
Physician
Channel
Adop:on
Study
(US)
2012
Wednesday, 26 September 12

36. Does it matter?
62% out of HCPs are likely to abandon the
mobile website if its not optimised for a
smartphone
report that they are led to mobile
41% optimised sites only occasionally
On average a mobile friendly content increases time
spent on site and third more visitors
Ref:
Manha*an
Research
–
Google
Physician
Channel
Adop:on
Study
(US)
2012
Wednesday, 26 September 12

37. Apps as a mobile strategy
The focus on apps not multi-device or
screens
Wednesday, 26 September 12

38. Health Apps
of iPhone apps created by
pharma
of Americans have
downloaded a health
app
of HCPs have
downloaded app
Ref:
Pew
Internet
&
American
Life
Project
2012,
D4
2011
Wednesday, 26 September 12

39. Health Apps
100’s of iPhone apps created by
pharma
of Americans have
downloaded a health
app
of HCPs have
downloaded app
Ref:
Pew
Internet
&
American
Life
Project
2012,
D4
2011
Wednesday, 26 September 12

40. Health Apps
100’s of iPhone apps created by
pharma
of Americans have
10% downloaded a health
app
of HCPs have
downloaded app
Ref:
Pew
Internet
&
American
Life
Project
2012,
D4
2011
Wednesday, 26 September 12

41. Health Apps
100’s of iPhone apps created by
pharma
of Americans have
10% downloaded a health
app
30%
of HCPs have
downloaded app
Ref:
Pew
Internet
&
American
Life
Project
2012,
D4
2011
Wednesday, 26 September 12

42. Health Apps
of iPhone apps are only used
once
are still in use after 1
month
of branded apps reach
1,000 downloads
Ref:
Localis:cs,
Pinch
Media,
Deloi*e
Wednesday, 26 September 12

43. Health Apps
30% of iPhone apps are only used
once
are still in use after 1
month
of branded apps reach
1,000 downloads
Ref:
Localis:cs,
Pinch
Media,
Deloi*e
Wednesday, 26 September 12

44. Health Apps
30% of iPhone apps are only used
once
<5% are still in use after 1
month
of branded apps reach
1,000 downloads
Ref:
Localis:cs,
Pinch
Media,
Deloi*e
Wednesday, 26 September 12

45. Health Apps
30% of iPhone apps are only used
once
<5% are still in use after 1
month
20%
of branded apps reach
1,000 downloads
Ref:
Localis:cs,
Pinch
Media,
Deloi*e
Wednesday, 26 September 12

46. Apps are challenging
Are health Are they cost
apps medical Marketing
effective?
devices? plan
Right
Content plan audience and
handset
Wednesday, 26 September 12

47. Apps are challenging
Are health Are they cost
apps medical Marketing
effective?
devices? plan
Right
Content plan audience and
handset
Building a iPhone app isn’t a mobile strategy
Wednesday, 26 September 12

48. Where to start
& questions to ask
Wednesday, 26 September 12

49. 1.Research
Mobile search
How does your
Google
site render on SEO
mobile devices
Testing & W3C
Audience Insights
Google
Analytics
Wednesday, 26 September 12

50. 2. Mobile search
Back to basics SEO ensure
technical, speeds and tagging of
web content.
Both desktop & mobile search
benefit speed, relevance and
simplicity
Wednesday, 26 September 12

51. 3. Developing mobile content
How should you
develop your mobile
site?
Same content / offer NO
YES
in mobile & desktop
Most of your users
have smartphones/
YES tablets NO
Can you easily
NO
YES redesign / adapt your
site?
DYNAMIC
CAN YOU
SEPARATE URL
RESPONSIVE 1 URL for mobile & desktop SERVING WITH
USER
IMPLEMENT
IT?
VERSIONS
WEB DESIGN DETECTION
Adapted from: Solis' BrightonSEO
Wednesday, 26 September 12

52. Responsive web
Wednesday, 26 September 12

53. Covers all devices
Responsive Web Design
Website iPad/Tablet Apps Mobile Site/Mobile Apps
1680 x 1050
1024 x 768 768 x 1024
480 x
320 x
320
480
Desktops Netbooks Tablets Smart Phones
Wednesday, 26 September 12

54. Earth Hour
Wednesday, 26 September 12

55. illy
Wednesday, 26 September 12

56. Boston Globe
Wednesday, 26 September 12

57. Onsior NAH
http://us.onsior.com/
Wednesday, 26 September 12

58. 4. Promotion
Huge topic
Wednesday, 26 September 12

59. Mobile Traffic & SEM
The mobile site receives 38% of
traffic
The PPC : Desktop search provides
Mobile Site: click through rate (CTR) of 9%, with
www.m.emergencycontraception.ie
cost per click (CPC) £0.28.
However mobile PPC provides higher
CTR of 11% and significantly lower
CPC at only 11p
Desktop Site:
www.emergencycontraception.ie
Wednesday, 26 September 12

60. Whats next.....
Future gazing
Wednesday, 26 September 12

61. Multiscreen Ownership
Wednesday, 26 September 12

62. HTML5 FT.com
Mobile apps: native not
always best, HTML web
apps may rule in the
future?
FT.com have created a
successful HTML5 app
http://www.smartinsights.com/
mobile-marketing/mobile-design/
mobile-apps-native-not-always-best-
html-web-apps-may-rule-in-the-
future/
Wednesday, 26 September 12

63. Final Thoughts
Wednesday, 26 September 12

64. How to contact me +44
7961
755889
sam@bluelight Twitter/Slideshare:
partners.com @sammielw
or
LinkedIn
Sam Walmsley - Mobile Consultant
Wednesday, 26 September 12