neuromarketing insights into branded allergy medication website design

1www.otoihealth.com One to One Interactive, 2010. All rights reserved.

Beyond the Voice of the Customer: Neuromarketing Insights into Patient Engagement with Pharmaceutical Brand Web Sites

June 9, 2010

One to One Interactive, 2010. All rights reserved.


Live Tweeting Tags

@OnetoOneHealth@OTOinsights@banderlin

#miniUPA#neuromarketing#ePharma#eHealth


Agenda

Fundamentals of Neuromarketing

Insights: Allergy Category Competitive Benchmarking Analysis

Wrap Up

Questions & Answers


Fundamentals of Neuromarketing

9www.otoihealth.com One to One Interactive, 2010. All rights reserved.fMR

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11www.otoihealth.com One to One Interactive, 2010. All rights reserved.Bio

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Quantemo™


Quantemo Engagement Index (QEI) combines data from traditional user research, information processing models, and socio-cultural models to correlate people’s felt experience of their emotions when interacting with media stimuli with their behavioral/physiological responses.

Quantemo™ Engagement Index (QEI)

Σ = Quantemo Behavioral Index + Quantemo Neurological Index + Emotional Tagging


Wrap Up


Insights: Allergy Category Competitive Benchmarking Analysis


Overview of StudyIn this study, we compared participants’ levels of engagement with 8 static web pages from branded allergy medication web sites – both OTC and prescription brands

• Static web pages displayed in a random order• After all stimuli were shown, participants fill out emotional and rating surveys• Qualitative interview conducted• Participants were male and female, ages 25-55, current allergy suffers


OVERALL ENGAGEMENT


Overall Engagement

Zyrtec

Claritin

Benedryl

Astepro

Xyzal

Astelin

Veramyst

Nasonex

-0.50

0.00

0.50

1.00

1.50

2.00

2.50

3.00

2.49

2.14

1.22

0.400.21

-0.05 -0.07-0.18

Quantemo Engagement Index

Site

QEI

• Multiple Calls to Action and navigations • Pleasing colors• OTC Status• Outdoor activity

• Page is mostly ISI• Single, lengthy

navigation• Single type of Call to

Action


The Elements of Engagement

Zyrtec Xyzal Nasonex Astepro Benedryl Claritin Astelin Veramyst0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40 1.33 1.33

1.12

0.730.67

0.59

0.230.15

Quantemo Neurological Index

Site

QN

I

Actionable insights gained by triangulating on the consumer experience

Xyzal had high neurological engagement, but low overall engagement


Insight: The Elements of High & Low Engagement

High Engagement

OTC status People + Product Images ISI Toward Bottom Less Text Social Content Prominent Indication Prominent Messaging Areas Simple Navigation Choices

Low Engagement

– Rx status– Product Images Only– ISI Centrally Located– More Text– Patient Stories– Indication Not Prominent– Compact Messaging Areas– Complex Navigation Choices



Over the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement

Zyrtec Claritin Benedryl Astepro Xyzal Astelin Veramyst Nasonex-0.50

0.00

0.50

1.00

1.50

2.00

2.50

3.00

2.49

2.14

1.22

0.400.21

-0.05 -0.07-0.18

Quantemo Engagement Index

Site

QEI


Claritin and ZyrtecOver the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement• Claritin and Zyrtec had almost no associated negative emotions


Insight: The Elements of High & Low EngagementConsumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product


0.20

0.40

0.60

0.80

1.00

1.20

1.40 1.33 1.33

1.12

0.730.67

0.59

0.230.15


Site

QN

I


Astelin and Veramyst

Consumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product

Fold

Fold



A prominently placed, lengthy ISI treatment can be detrimental to consumer engagement

FoldFold



A prominent, text-heavy ISI section can be detrimental to consumer engagement

FoldFold


0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30sST Excitement LT Excitement Engagement

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Xyzal Neuro Traces over Time

Neurological Trace and Seconds

Perc

ent


A prominent, lengthy ISI treatment can be detrimental to consumer engagement

• For Xyzal, neurological excitement increases while users focus on Features and ISI• Time is split in the last 15 seconds between the bottom Feature and the ISI

16-30 seconds


0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30s 0s-5s 6s-15s 16s-30sST Excitement LT Excitement Engagement

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Nasonex Neuro Traces over Time

Neurological Trace and Seconds

Perc

ent


• For Nasonex, neurological excitement decreases while users focus on the navigation and ISI• Time is split in the last 15 seconds between the navigation and the ISI

16-30 seconds

A prominent, lengthy ISI treatment can be detrimental to consumer engagement


Insight Review: The Elements of High & Low Engagement

Over the counter pharmaceuticals have an advantage over prescription medications• Higher levels of overall engagement and Zyrtec’s high long-term excitement• Claritin and Zyrtec had almost no associated negative emotions

Consumers had low neurological engagement with pages without a prominent human face• Consumers also expect to see an image of the product

A prominent, text-heavy ISI section can be detrimental to consumer engagement


FEMALE VS. MALE ENGAGEMENT


Female vs. Male Engagement

Xyzal had high neurological engagement, but low overall engagement


0.20

0.40

0.60

0.80

1.00

1.20

1.40 1.33 1.33

1.12

0.730.67

0.59

0.230.15


Site

QN

I


Female vs. Male Engagement

Astelin Astepro Benedryl Claritin Nasonex Veramyst Xyzal Zyrtec0.00

0.50

1.00

1.50

2.00

2.50

Quantemo Neurological Index by Sex

Site

QN

I

Male Female

Women viewing Xyzal had the highest neurological engagement of all stimuli

Females, 16-30 seconds


EYE TRACKING MYTHBUSTERS:THE ALLERGY EDITION


Eye Tracking Mythbusters: The Allergy Edition

16-30 seconds0-5 seconds 6-15 seconds

16-30 seconds

0-5 seconds

6-15 seconds

Fold



Myth 1: People don’t read headlines – BUSTED• They do - and users expect to quickly see the indication

Myth 2: People don’t read body copy – BUSTED• They do - and early on

Myth 3: People don’t look for nor do they read the ISI – BUSTED• They do read it… albeit later



0-5 seconds

Myth 1: People don’t read headlines – BUSTED• They do - and users expect to quickly see the indication



0-5 seconds 6-15 seconds



Myth 2: People don’t read body copy – BUSTED• They do - and early on



Not on AOI

Brand Logo

Top Nav1

HCP

Headline

FaceCopy

Feature

1

Feature

2 ISI

CoLogo1

CoLogo2

Site M

ap

Save CTA

Top Nav2

0

0.1

0.2

0.3

0.4

0.5

0.6

Xyzal Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

Top Nav

Nav

Headline

Copy

Product

Video CTA

Dr. CTA

Save CTA ISI

Site M

ap

Co Logos

0

0.1

0.2

0.3

0.4

0.5

Veramyst Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

Nav

Product

Headline

Face

Save CTACTA ISI

Co Logo

Site M

ap0

0.1

0.2

0.3

0.4

0.5

Nasonex Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

HCP

Top Nav

Product

Headline

Copy

Feature

Save CTA

Use CTA

Dr. CTA ISI

Site M

ap

Co Logo

0

0.1

0.2

0.3

0.4

0.5

Astepro Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

Not on AOI

Brand Logo

Top Nav

Headline

Product

Feature

Social C

TAHCP

Use CTA

Save CTA

Co Logo ISI

Site M

ap0

0.1

0.2

0.3

0.4

0.5

Astelin Fixations per Second over Time

Area of Interest

Fixa

tions

per

Sec

ond

6s-15s 16s-30s0s-5s




Fold



Wrap Up

Methodologies and approach can be applied to any health or business vertical

Quantemo can be a critical part of brand planning, product launch, creative development and asset optimization efforts

Testing can be done on websites, landing pages, registration forms/buy flows, digital media, video, animation, email, games, kiosks and more…


Q&A

neuromarketing insights into branded allergy medication website design

Business

quantemo engagement

quantemo behavioral

quantemo neurological

patient engagement

sociocultural models

neuromarketing insights

current allergy

emotional tagging