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