mighty mobile

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1876 1973 1987 1999 2005 2007 2008 2010 2011 2012 2013 2014

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Top Ten mHealth Trends

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10 Increased Mobile Usage & Adoption

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Smartphones in use surpassed 1 billion worldwide in 2012

By 2015, there will be 2 billion in use

Source: Strategy Analytics

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6.8 billion people on the planet

4 billion use a mobile phone

3.5 billion use a toothbrush

Globally, more people own a Mobile than own a toothbrush

20 Source: US Census Bureau, ITU, CIA

Mobile Penetration by Region

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91% of people keep their phone within 3 feet, 24 hours a day

Source: Morgan Stanley

Users pick up their smartphones upwards of 100 times each day

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1 in 5 people have dropped their phone in the toilet

Source: 11Mark’s “IT in the Toilet” Study, Plaxo, London School of Hygiene & Tropical Medicine

23 Sources: Phoenix Marketing, ImpigerMobile, CTIA.org

90 minutes for the average person to respond to an email

Versus 90 seconds  for a text message

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SMS Text Advertising

SMS Text is 90% of mobile marketing

revenue worldwide

Sources: Juniper Research, Wikipedia

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95 million Americans use mobile phones for health information or tools in 2013

Source: Manhattan Research’s Cybercitizen Health U.S. 2013 Study

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35% of traffic to WebMD.com comes from mobile devices

Source: WebMD

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Patients suffering from the conditions below are most likely to be “mobile health” users

1.   Cystic fibrosis

2.   Growth hormone deficiency

3.   Acne    

4.   ADD/ADHD

5.   Hepatitis C

6.   Migraine

7.   Crohn's disease  

8.   Chronic kidney disease     

9.   Generalized anxiety disorder

10.  Bipolar disorder

Source: Manhattan Research’s Cybercitizen Health U.S. 2013 Study

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Consumers research healthcare on their smartphone

Source: 2013 MARS Consumer Health Studies

72% of 18-49 mobile users

Track meals/calories consumed

Track exercise/workout schedule

Look up drug at doctor’s or pharmacy

45% of 50+ mobile users

Track exercise/workout schedule

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64% own/use a smartphone, tablet

and desktop/laptop

Source: Manhattan Research

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On average, clinicians use

6.4 different mobile devices in a day

Sources: IDC Healthcare Insights Study, Kantar Media, HIMSS

36% of physicians use mobile technology to collect patient information bedside

5 OF 10 HCPs access medical journals via their mobile device

70% of physicians use mobile devices to view patient information

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Top 5 professional websites accessed via mobile:

30% The WebMD

27% Epocrates

22% Wikipedia

13% NIH Websites*

13% Uptodate

Source: Manhattan Research, Taking the Pulse U.S. 2013

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Usage: Conclusion

Mobile is the “go-to” tool in healthcare We’ve only scratched the surface of Mobile Health Some of the most innovation mobile solutions are happening in healthcare

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09 APPS and more APPS

34 Source: Research2Guidance

There are currently over 100,000 mobile health apps around the world

By 2017, mHealth app services are projected to reach $26 billion

≥  

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38% of physicians with mobile devices

use medical-related apps daily

1 IN 5 smartphone owners have at least

one health app on their phone

Sources: Demi & Cooper Advertising, DC Interactive Group, CompTIA

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42% of U.S. physicians recommend that their patients use apps for health related reasons

Mayo Clinic’s Patient app MyFitnessPal app Refill By Scan app

Many physicians are turning to mobile apps to extend care

Source: Manhattan Research

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Education Apps

Netter’s Anatomy Atlas MedPage Today

EMR & Patient Monitoring Apps

CA Mobile Care360

Reference Apps

ePocrates Medscape

Imaging Apps

Siemens Syngo ResolutionMD

Point of Care Apps

EyeDecide MD Muscle Trigger Points

Medical apps for HCPs fall into multiple categories and address diverse needs

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On-the-Go Medical Imaging: Mobile MIM app

ResolutionMD app

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Apps: Conclusion

Apps play a pivotal role in proactive healthcare habits Healthcare Apps succeed when they are utility based As Apps become more popular regulation is a bigger focus Apps may turn your phone into a regulated “medical device”

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08 Wearable Technology

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Fitbit/Jawbone/ Fuel Band Android Wear

Google Smart Lens iWatch / Health Kit

Samsung Simband / SAMI

Google Glass

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What do all of these wearable devices have in common? The ability to impact healthcare!

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Percentage of physicians who report patients share their health measurement data:

Blood pressure Symptoms Weight Pain 42% 26% 33%

Glucose 35% 35%

Self-tracking is becoming part of the treatment paradigm

Source: Manhattan Research

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Function of Wearables Forecast

Source: PSFK

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Wearables are going to be essential to the future of healthcare Quickly moving from a tracking tool to a diagnostic tool Wearables evolving even more quickly than mobile space Opportunity for pharma to leverage generated data

Wearables: Conclusion

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07 Electronic Health Records

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In 2013, Physicians More Tethered to

EHRs than Predicted

Source: Manhattan Research, Taking the Pulse U.S. 2013

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Time on EHRs

Roughly 1/3 of a physician day is dedicated to EHR

Source: Manhattan Research, Taking the Pulse U.S. 2013

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Accessing EHRs during Consultations

2% 9%

5% 11%

76%

None Less than 50% 50% to 74% 75% to 99% 100%

Percentage of physicians accessing an electronic health record system during consultations

Source: Manhattan Research, Taking the Pulse U.S. 2013

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Accessing EHRs during Consultations

2% 9%

5% 11%

76%

None Less than 50% 50% to 74% 75% to 99% 100%

Percentage of physicians accessing an electronic health record system during consultations

Source: Manhattan Research, Taking the Pulse U.S. 2013

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EHR Use by Mobile

37% of Physicians currently access EHRs via Mobile

Source: Manhattan Research, Taking the Pulse U.S. 2013

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“Digital Omnivores are becoming the standard: connected, mobile-centric clinicians who show preference for mobile screens in all professional tasks and spend more time accessing digital information than their colleagues.”

Source: epocrates

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Remote EHR Patient Monitoring

AirStrip

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EHR: Conclusion

Care summaries can now be shared between care settings EHRs offer ability to message physicians with relevant information Healthcare professionals can send patients electronic copies of HRs Patients can view, download, and transmit their health records We must now determine how best to leverage this groundswell of behavior to support providers

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06 Increased Data and Analytics

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As mobile adoption increases and usage

diversifies, there is an increase in data and

metrics available  

Separate the signal from the noise

This is great for marketers, but it’s still difficult to sort through and identify the metrics that matter  

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Many marketers are trying to use the same metrics for mobile as used for other channels

But you can’t because there are unique capabilities

Mobile is not the same

Tap to call iBeacons Map your destination

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HealthMaps Flu Trends

Third Party examples:

Youtube Allergy Search Trends  

Device ID is a currency Pairing offline data to mobile activity

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Site Analytics Tools  

Marketer owned/1st party

Monitored, Google Analytics  

DMPs  

Ad Tech Analytics  

DoubleClick, Adobe

BlueKai

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More important than ever for brands, marketers, ad tech, and publishers to work together:

Converging the silos

To test, learn, and establish measurement standards

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Consolidated view of your consumer is priority #1 Leveraging data in every consumer touch-point Data enables both Audience Targeting and Creative Strategy….

Data: Conclusion

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05 Quality Content

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“Content strategy is to copywriting as information architecture is to design.”

–Rachel Lovinger

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• Mobile isn't just about the device • How does your audience really use mobile • Think before you shrink • Expand your understanding of conversions

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Quality mobile content for a pill plus world

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Increasingly healthcare marketers are turning to mobile experiences to help differentiate their offering

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Quality Content: Conclusion

mHeath can provide tangible “pill plus” value To really move the needle, education is key Create mobile offerings that facilitate Patient-HCP dialogue Targeted/timely reminders to help improve compliance  

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04 Video as a Constant Companion

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Smartphone Users are Avid Video Watchers

79%  

24%  

Watch video

Use video at least once a day

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Mobile Video ad spend is projected to more than

double in 2014– Fastest growing category

in all of advertising

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Physicians on average spend 3 hours per week watching online videos for professional purposes

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70% of U.S. physicians watch online videos for professional purposes

Source: Manhattan Research, Taking the Pulse U.S. 2013,

29% The WebMD Professional Network 25% YouTube.com

16% QuantiaMD.com 16% A professional association website

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Mobile video advertising is so new that best practices are still being worked out

Key considerations that marketers need to take into account when exploring mobile video:

Screen Choices Creative Choices Ad Targeting Ad Length

Ad Types Meeting Objectives Measuring Results

Source: eMarketer

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Healthcare users source video for information and learning, therefore content needs to be strong Content creators are very important in this space Mobile video advertising works best when adapted to distinct devices Launch, test, and iterate (its an evolving format and medium)

Video: Conclusion

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03 Better User Experience

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We need to acknowledge and understand the realities of today’s web

From Point and Click to Tap and Swipe

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Multiple Webs

Over 14,000 device/browser/system configurations …desktop/laptop web

…mobile web …tablet web …phablet web

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Go Mobile First People start their day and end their day with mobile

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Recommended Approach “Responsive” Websites

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Responsive Design: Pros

Requires no assumptions about user needs

Compatibility with future devices

Consistency of content across all views

Ease of updates

SEO friendly

Allows specific enhancements of identical underlying content for each platform

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A striking color palette can drive

ad recall, but legibility is paramount

Short, focused messaging plays well in mobile’s

small format

Consumers respond to

mobile ads that give them

something back

Clear and persistent branding is

important for building brand

awareness

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Rethink structure by designing with a phone/tablet-first mindset

themobileplaybook.com

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Go Mobile First Utilize the mobile capabilities Distinguish between phone and tablet experiences Progressively enhance experience for each device  

Better User Experience: Conclusion

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02 Location, Location, Location

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Multiple ways to identify location on mobile -  IP address - Geo-targeting - Hyperlocal -  iBeacon/BLE - Near Field Communication (NFC)

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iBeacons

Hospital Navigation and Contextual information

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Geo-Fencing

Geo-fencing can be used to deliver location-relevant messaging to users when they enter specific geographic boundaries

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Sit or Squat

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76% of users agree that location sharing provides more meaningful content

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With location there is no set standard: rapidly evolving Retail and POS are driving innovation Unique opportunity for healthcare to take advantage of Ability to inform personalization of content  

Location: Conclusion

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01 Personalization

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“The Day Ralph Ate the Whole Thing”

Source: Johannes Leonardo, Grow

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Morning Affair

Afternoon Affair

Evening Affair

12-piece cutlery set or Chess board

Coupon value changes based on demographic data of viewer

Under the Hood

Time of day Geography Device Data

Phone, tablet, desktop

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So what does healthcare do next?

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“Never in history has the world changed with such extraordinary speed, rendering so much received wisdom of such little value.”

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A personal perception of “too much change in too short a period of time.”

- Alvin Toffler

The result is future shock:

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More choice sometimes leads to inferior decisions

We have a paradox of choice:

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Make it Personal: Content, Local, Data and Mobile are converging The Only Rule is There Are No Rules: Evolve or Die Give it a Chance(s): Launch and iterate Ideas Trump Technology: Emotional moments move the market Avoid Future Shock: The fundamentals have not changed  

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Merci