Marketing to Mobile HCPs

Transcription

1 BULLETINHEALTHCARE PRESENTS Marketing to Mobile HCPs Mobile: A Necessity, Not a Nicety Mobile used to be the next big thing, but those days are over. Mobile has become an expectation of any HCP-focused campaign. Five years ago, mobile offered clever marketers a way to differentiate themselves from the competition and reach young and tech savvy healthcare professionals. Those days are over. Now that most doctors regularly use smartphones, mobile has become an expectation of any HCP-focused campaign. BulletinHealthcare offers unrivaled mobile access to hundreds of thousands of prescribers in the United States, and this report shares some of our insights about reaching doctors on the go. If you have questions about the best way to reach a specific audience not described in this report, let us know. We can break down readership preferences based on a number of factors and can help you develop a campaign that makes the most of mobile. 1

2 MOBILE GROWTH % in 2011 Mobile Growth 61% in 2016 Among HCPs, mobile is huge and still growing. Our audience of 997,000 HCPs is majority mobile. Most opens for our news briefings now occur on smartphones and tablets, a line we first crossed earlier this year. The chart to the left shows the share of mobile opens across BulletinHealthcare briefings. Mobile readership has more than doubled since 2011 and quintupled since Now, 61% of all opens occur on mobile devices. is Mobile has long ranked as one of the most common activities that users take part in online since the desktop/laptop era, and it continues to play a prominent role in the mobile era as well. [ is] a more widely-used smartphone feature than social networking, watching video, or using maps and navigation. 1 ranks among the best ways to reach mobile users, and BulletinHealthcare is the industry leader in providing daily news briefings to U.S.-based healthcare providers. Our s are responsively designed, so both content and advertisements are at home on all kinds of devices. offers distinct advantages for reaching mobile professionals: Push, not pull. We publish the latest news directly to readers mobile devices. A native app on every platform. Every popular mobile operating system ships with a built-in client, eliminating the need for users to install additional software and ensuring immediate buy-in. Adblocking isn t a problem. apps generally do not support the ad blocking technology that s increasingly common on mobile web browsers. 1 Pew Research Center, April, 2015, The Smartphone Difference. Available at: Pewinternet.org/2015/04/01/us-smartphone-use-in-2015 Wildly popular. is one of the most common activities on mobile devices. 2

3 Proven Results: Greater Lift with Mobile advertisement BulletinHealthcare offers a proven mobile platform for increasing sales among HCPs. Below are three case studies that show the lift BulletinHealthcare delivers among HCPs who use mobile devices. In these examples, we worked with Symphony Health, which compared prescribing patterns among people who were exposed to a given ad campaign to matched controls. Ads in our briefings appear to users of all platforms, but we are able to isolate mobile-only readers at the request of advertisers in order to determine the effect of that channel in isolation. CASE STUDY 1 In one study, a pharma company wanted to quantify its efforts to increase prescriptions among rheumatologists and other relevant HCPs for a branded pain medication. We again worked with Symphony Health, which compared the prescription patterns of HCPs who had seen our ads against matched controls. For HCPs who were only exposed to mobile advertisements, there was a 32% new-to-brand lift versus a 25.2% new-to-brand lift for physicians exposed across multiple platforms. Among all HCPs and all platforms, there was a 4.4:1 ROI, and rheumatologists saw a 7.6:1 return on investment. % CHANGE IN NTB LIFT 25.3% Overall 25.9% PCPs 22.2% Rheums 32.0% Mobile 25.2% Multi-Platform 3

4 28.3% Overall 34.4% Mobile Only CASE STUDY 2 Another ad campaign ran during 2014 and promoted an awareness of an infectious disease treatment option to target HCPs. Advertisements ran in the Cleveland Clinic Foundation s IM Daily Brief, as well as the American Medical Association s AMA Morning Rounds, targeting infectious disease specialists and PCPs. Ads of varying sizes and messages ran roughly twice each week. Symphony s post hoc analysis concluded that the campaign drove a TRx lift of 34.4%, and an ROI of 18:1 among HCPs overall. % CHANGE IN TRX LIFT CASE STUDY 3 Lastly, BulletinHealthcare worked with Symphony to assess the impact of mobile advertisements on a campaign to boost in-office administration of a cancer treatment. The advertiser ran insertions between January and December of 2014 in the American Urological Association s AUA Daily Scope and American Society for Clinical Oncology s Cancer in the News. Symphony Health s assessment found a 29.7% lift in new-to-brand prescriptions among readers who had only been exposed to ads via mobile. Across readers using all devices, the campaign had a return on investment of 19:1. Desktop 20% 3% 8% Tablet 4% 8% 20% Device Switching is Common Smartphone 37% Many readers read our briefings on multiple devices, seamlessly moving between phone, desktop, and tablet as they move through their day. On average, 39% of readers of BulletinHealthcare s briefings use more than one device. Our platform allows us to serve exactly the same user experience across devices, including targeted advertising. 4

5 Time of Day Our analysis found that readers change devices throughout the day, with mobile usage peaking in the morning as people wake up and consult the latest news, and desktop becoming more popular as the day progresses. Tablets have their greatest reader share outside of working hours. Half of all opens at 8 a.m. occur on smartphones. This chart shows the relative share of opens by platform throughout the day. 6 AM NOON 6 PM 3 4 AM 61% 8 AM 50% 2 4 PM 57% 10 PM 19% Desktop Smartphone Tablet Times shown reflect the Eastern Standard Time. 9 AM 20.6% GROSS OPENS BY HOUR In absolute terms, mornings are the most popular time to read our briefings. 8 AM 13.9% 12 AM 1.0% 11 PM 1.4% 5

6 Context is Key MOBILE OPENS BY AGE Crafting an effective HCP-focused campaign requires a partner who understands the importance of context in mobile readership. Because BulletinHealthcare s readers are all known members of our 30 association partners, we can offer granular insights into the habits of virtually any group. 30s 86% 40s 82% % <30s 77% 50s 76% AGE Despite the steady growth of mobile, there are still perceptions in some circles that smartphone and tablet readership are the domain of the young. On the contrary, the majority of BulletinHealthcare s readers across all age groups have read at least one briefing on a mobile device in the past month. Our data agree with a 2014 report from the Pew Research Center that found the overwhelming majority of smartphone owners using every week, regardless of age. SPECIALTY Mobile readership varies sharply by medical specialty, which has implications for marketing campaigns. For example, pathologists and other specialties that are often office-based have generally higher desktop readership than emergency physicians and similar on-the-go specialties. Below is the percentage of opens on smartphones and tablets across different specialties. 50.5% Clinical Pathology 51.2% Allergy and Immunology 58.3% Neurology 67.7% Obstetrics and Gynecology 63.8% Emergency Medicine 62.1% Neurological Surgery 63.3% Orthopedic Surgery 57.2% General Practice 6

7 PUBLICATION Different publications also have very different readership habits. BulletinHealthcare s array of daily news briefings all enjoy high rates of mobile usage, but the platform of choice varies. Smartphone Tablet Desktop SEMPA AOA (OSTEO) 60% 7% 32% 59% 8% 33% AUA 59% 7% 34% ACC 58% 7% 34% NAPNAP 58% 7% 36% CHEST 57% 11% 32% ACOG 57% 8% 35% AMA WEEKEND 56% 9% 35% ACEP 56% 7% 37% AAD 55% 8% 37% ASN 55% 7% 38% AGA 55% 7% 38% TMA 54% 9% 36% AMA 54% 8% 36% APA 53% 8% 39% CCF 53% 11% 36% RDB 52% 11% 10% 38% ENDO 49% 7% 45% ACPE 49% 10% 41% MSSNY 48% 9% 42% ATS 48% 7% 45% ADA 48% 8% 44% ACRAD 47% 10% 42% AOA (OPT) 45% 8% 47% ASHP 45% 5% 50% ASCO 44% 8% 48% AMCP 43% 6% 50% ASCP 43% 11% 47% NAHU 40% 6% 47% AHLA 37% 5% 57% DIA 34% 4% 61% 7

8 Every weekday morning, BulletinHealthcare delivers to 997,000 physicians, dentists, and other HCPs a concise distillation of relevant medical news. Behind the scenes, the content is prepared and delivered by a team of analysts, highlyskilled professionals who are accustomed to briefing the world s most demanding executives and professionals. Subscribers the members of BulletinHealthcare s partner associations, such as the American Medical Association, American College of Chest Physicians, and the American Society of Clinical Oncologists rely on these briefings to prepare them for the day ahead, and rate them among the top benefits of membership. This level of subscriber engagement, combined with BulletinHealthcare s scale and the most-mobile nature of its readers, makes BulletinHealthcare an important component of a mobile-first media plan. BulletinHealthcare.com Sunrise Valley Drive Suite 20 Reston, VA