e-commerce as an alternative healthcare channel
DESCRIPTION
Presentation made by Janette Toral last July 16 for a Unilab internal organization event. Blogged about it further at http://www.searchinfluencer.com/2012/09/dynamics-of-medicine-promotion-online.htmlTRANSCRIPT
E-‐Commerce as an Alterna0ve Healthcare Channel
Jane5e Toral h5p://www.digitalfilipinoclub.com
Select Monthly Online Ac/vi/es (%) 2009 2010 2011
Visi0ng Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
Visi0ng public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites -‐ -‐ 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across Na0onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
Ac0vi0es showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Help me belong…
Help me be significant…
Source: h5p://mobileyouth.org
Home, Hangout, Hideout
Study the market where they are. Monitor our audience.
Source: h5p://mobileyouth.org
# Prepare for the sweet spot
# Home, hangout, hideout
h5p://business.manilastandardtoday.com/2012/03/28/tetangco-‐says-‐popula0on-‐will-‐bolster-‐growth/
Book reference: Brains on Fire # Build communi0es
Disrup0ve Diva
• Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival
Source: h5p://mobileyouth.org
h5p:/mul0ply.com/marketplace
h5p://www.buyanihan.com
h5p://www.okayokay.com
h5p://www.reebonz.com
h5p://www.cashsense.com
h5p://www.shopinas.com
h5p://www.xend.com.ph
h5p://www.coachjimsaret.ph
h5p://www.coachjimsaret.ph
h5p://www.ivi.com.ph
h5p://my.proac0v.com.ph
Howtofascinate.com
E-‐Commerce as an Alterna0ve Healthcare Channel
• In crea0ng awareness. – Go for volume. • 50 exposures is s0ll be5er than 1.
• Online in-‐sync with offline efforts work best. – Sustain interest. – Do it before your direct / indirect compe0tors take your customers away.
E-‐Commerce as an Alterna0ve Healthcare Channel
• Empower leaders – Community-‐based management systems.
– Use online / offline channels to communicate with leaders and retailers.
• Be crea0ve – The right model is s0ll to be invented.
We buy with emo0on and jus0fy with
logic
Source: h5p://mobileyouth.org
h5p://slideshare.net/jane5etoral