Google Health: We no longer go online. We live online.
EyeForPharma, Philadelphia – David Blair, Head of Health at Google, came to #efpphilly to talk about nothing less than the fusion of our digital and human lives. The smartphone – that single device – is radically changing healthcare.
A few fun facts:
The next 2.5 billion people will skip desktops and laptops and come online on smartphones.
On average, we look at our phones 150 times per day. Every time we do that is a micro moment. That’s where health happens now and how we can engage with healthcare professionals, patients and caregivers.
Jump back to 2012, we spent 11 hours with media – TV was dominant, digital was close. Today, it’s up 33%, including 3 hours on mobile and 1 hour on mobile specifically.
We no longer go online. We live online. What are the implications for healthcare?
Shift from point of care to care anywhere and everywhere. There’s no need to go to a physical location to get a symptom check. You can’t list your iPhone as your primary care physician yet, but those phones are redefining care. Patients no longer need to be physically present.
That means the linear treatment funnel or patient journey is gone. It’s all over the map, on different screens, with new influencers, as well as traditional healthcare experiences.
The patient is increasingly in control.
That means our opportunity is making the patients life easier: overcome friction, remove a barrier, change the status quo, make mundane task easier.
That’s important because the TV commercial or the print ad is not the way people are going to engage with most brands. It’s no longer a one-way conversation.
Instead, we need to be invited in. That brand message has to be “liquid content,” conforming and flowing across screens and engaging people in their own micro-moments.
A few of Blair’s favorite examples of great:
Down Syndrome Answers: What is Down syndrome?
Gilead HIV: Help Stop the Virus
Excedrin: Cardboard Migraine Experience
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.