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Publisher’s Summit

Publisher’s Summit. eHealthcare Solutions & comScore. Wendy Josefsberg, Senior Vice President David Shronk, Vice President May 14, 2013. Today’s Agenda. comScore Overview Complexity of the multi-platform world HCP Observations Measurement to promote premium pricing and scalability

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Publisher’s Summit

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  1. Publisher’s Summit eHealthcare Solutions & comScore Wendy Josefsberg, Senior Vice President David Shronk, Vice President May 14, 2013

  2. Today’s Agenda • comScore Overview • Complexity of the multi-platform world • HCP Observations • Measurement to promote premium pricing and scalability • Questions

  3. comScore Brings it Together PC/Mac Tablet • Gaming TV Smartphone V0113

  4. comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior TV PC Gaming Server Smart phone POS Tablet V0113

  5. We Provide Insights and Actions • We are an internet technology company that measures what people do as they navigate the digital world – • and turns that information into insights and actions for our clients to maximize the value of their digital investments. • Health Vertical of ~35 researchers focused solely on delivering solutions to health clients. V0113

  6. Who is consuming what content across various platforms? • And how many of them • are there? comScore helps answer…

  7. How do they engagewith this content? and...

  8. In one day, CONTENT is consumed across multiple DEVICES by the same PERSONDevice usage correlates with time of day Tabletspopular at night PCsdominate working hours Mobile duringthecommute Early Morning(7am – 10am) Late night(12am - 7am) Daytime(10am – 5pm) *Note: This represents percent among owners of each device Source: comScore Device Essentials, Monday, Jan. 21, 2013

  9. Digital Consumption: it’s not just about how many more unique visitors there are, but also about how those people are engaging online. Millions of UVs +5.9% 168M view health content (71%) Total Minutes +127.7% • Source: comScore Media Metrix® (March 2012) vs. Media Metrix® Multi-Platform (March 2013)

  10. Source: comScore Media Metrix® Multi-Platform, U.S., March 2013 On average, the top 25 digital media properties extended their reach via mobile channels by 50% 1 2 3 51.2% 10

  11. How many incremental visitors come from mobile channels?33.3MM Unique Visitors consume content EXCLUSIVELY from mobile Health Category Publishers 33.3MM • Source: comScore Media Metrix®Multi-Platform, U.S., March 2013

  12. Among mobile researchers 1/2 of people who own a mobile device use it for health research due to ease of use &convenience • Source: comScore Custom Research – Jan 2013 Total n=1094 • Why do you use your tablet for health research?

  13. Source: comScore Media Metrix® Multi-Platform, U.S., March 2013 Multi-platform consumption is today’s new reality:Nearly 1 in 2 minutes is now spent beyond the PC 53.3% 46.7%

  14. Average time on health sites increased at over 3x the rate of the total internet in the past year Mins/UV +6% +20% • SOURCE: COMSCORE MEDIA METRIX, JANUARY 2013

  15. Source: comScore AdMetrix March 2013 • Health advertising continues to grow and is more measurable than ever

  16. In 2012, the industry began measuring viewability metrics to understand beyond server log data and better quantify the percent a campaign was viewable and the average viewable time. • Source: comScore AdMetrix March 2013 (April – December 2012) • …this represents a large opportunity as online Health advertisements represent 3% of display ads.

  17. We measured 1.3 billion pharma impressions across 15+ brands and manufacturers for viewability and found… 32.8% percent were never viewable… …68% that were viewable, were viewable for less than 5 seconds. This represents an immediate optimization opportunity

  18. HCP Observations comScore Physician Panel comScore Primary Research

  19. Physicians work hard to play hard • Source: comScore Cognographic Analysis// Internet Categories (Ranked by Index) 12/12

  20. Physicians tend not to play with toys • Source: comScore Cognographic Analysis// Internet Categories (Ranked by Index) 12/12

  21. Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12) (n=315) Unless That Toy is a Mobile Device

  22. Apps Physicians like… • Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12) (n=315) Most Physicians use Medscape on their mobile phone and media tables Physicians use their mobile phone to access Epocrates over their media tablet or PC Twice as many physicians read NEJM This Week via their media tablet over their mobile device

  23. It Does Not Matter by Whom: Electronic Devices Are Used “Almost Daily” Primary Care: n=105 Specialists: n=210 % Composition Respondents Primary Care: n=102 Specialists: n=204 Primary Care: n=51 Specialists: n=117 Baby Boomers: n=203 Generation X: n=87 Baby Boomers: n=198 Generation X: n=84 Baby Boomers: n=100 Generation X: n=55 • Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12)

  24. Physicians access medical information across all devices, but some devices are better suited for unique types of information Type of Information Accessed by Device • Source: comScore’s HCP Mobile/Tablet Survey (6/1/12-6/12/12) PC/Mac Tablet Smartphone • Medical news • Journal summaries • Disease treatment • Online detailing • Drug Lookup • Medical News • Disease Treatment • Drug Interactions • Medical calculators • Drug lookup • Drug interactions

  25. Desktop Use Minutes per Visitor:Medscape is The New York Times Online • Source: comScore Physician Online Usage Analysis, Q4 2012 • * Minutes per Visitor includes only physicians who visited the site or category

  26. eHealthcare Solutions Full Physician & HCP Network has experienced amazing growth year over year • comScore Media Metrix, March 2012- March 2013 • Unique Visitors: +57% (6.8MM- March 2013) • Minutes: +28% (58MM- March 2013) • Page Views: +18% (71MM- March 2013) • Visits: +45% (13MM- March 2013)

  27. How does Multi-Platform impact yourcontent, programs, & premium pricing? • How do youprove value? Multi-Platform Consumption

  28. How are Pharma advertisers adapting? Multi-Platform Consumption

  29. Pharma Reorganization Is RampantPromotional Model Has Been Evolving From: HCP Marketing: $200 Rep Details DTC: $200M TV Campaigns

  30. Testing New Pharma Promotional Models? HCP: Multi-Channel Interactions with Online being the preferred media DTC: Online Only Campaigns

  31. The Internet Is The Solution! Go Cheap Get Targeted Educate ROI ROIROI Yeah!!!

  32. FDA Online Advertising Guidelines* • *There are none, however comScore was invited by FDA to present at a hearing aimed at developing standards sometime in the future

  33. C Level Dilemma: Scalability Online Is Not Replacing Rep Productivity Yet!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! E-Detailing E-Sampling Direct Mail Telesales Point of Sale In Office Publisher partnerships Prove ROI AND SCALABILITY AND IMPLEMENTATION EASE

  34. If Pharma Built it, They Won’t Come 12% of HCPs in Q4 2012 visited any HCP Portal GSK Source AZ TouchPoints Merck Manuals PfizerPro

  35. Source: comScore AdMetrix(April – December 2011 vs. April – December 2012) EHS Health Advertising is growing at TRIPLE DIGIT rates:Advertisers trust EHS for their placements

  36. As a Science based industry, Pharma culture demandsmeasurement. There is always a Silver Lining…

  37. comScore HCP Measurement Discussions • Plan Well Use the best third party tools to monitor value up front • Media Tools vCE viewability by US based doctors across pubs • Custom Research Determine reach into targetsacross allpublishers Link to soft KPIs (Awareness, Intent, Messaging) And Rx impact

  38. Thank You Wendy Josefsberg, Senior Vice President wjosefsberg@comscore.com David Shronk, Vice President dshronk@comscore.com

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