Reaching Physicians - UBM Medica

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The ROI on developing fully interactive ads is less clear, but ... percent of iPad owners have downloaded a magazine app
Digital An Innovative Approach to

Reaching Physicians ubm medica

About This Report Author: Pamela Moore, UBM Medica US Consumer magazines have worked out at least some of the kinks and questions in tablet advertising. Because physicians are more likely than general consumers to own and use tablets, medical advertisers should consider the medium. Executive Summary: • Tablet magazines or journals typically see higher audience engagement than print versions.

Kantar Media calls magazine tablet apps “a growing and dynamic platform.” Forty percent of iPad owners have downloaded a magazine app, according to Nielsen. And publishers and media buyer events are rife with discussion about the medium. iPad Download Behavior All iPad Owners

not download 9% Did an app

Books

91%

Downloaded an app

• There are new, shared standards for reporting on ad engagement.

For more information, e-mail [email protected]

62%

Games

• Tablet ads deliver measurability that print can’t match.

• T he ROI on developing fully interactive ads is less clear, but ads can be built on a caseby-case basis.

Top Paid App Downloads – Apple iPad All iPad Owners

91% of iPad owners have downloaded an app, and many of them have already purchased apps

54%

Music

50%

Shopping

45%

News & Headlines

45%

Celebrity & Entertainment News Location & Directions Movies Schedules, Buying Tickets

44% 41%

Magazines

41%

42%

Banking

39%

Financial Updates

39%

Social Networking

37%

Productivity

37%

Sports Information Travel Planning

32% 24%

© UBM MEDICA

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Tablet devices, especially the iPad, are becoming de facto personal libraries for books, magazines, and other reading materials for millions of consumers. Applications that display magazine content in tablet-friendly formats, preserving the pleasing design of print magazines without the cumbersome paper and with the addition of multimedia, have become a format of choice for readers and publishers alike. But there’s a great deal of uncertainty about what to expect from an appbased ad, and basic terminology and ROI are still evolving. So many digital marketers are taking a “wait and see” approach. That might be fine outside of healthcare, but advertisers looking to reach

physicians should feel a little more urgency. Physician adoption of tablets is outstripping general consumer use of the devices. The audience is there, the publishers are starting to come along, and digital marketers should be ready to leap into the fray faster than their consumerfacing peers.

Here’s what you need to know about reaching physicians on tablets. What Tablet Publishing Means

First, let’s clarify terms: When we say tablet publishing, we mean an application designed to display a journal or magazine on tablets. While typically retaining

Standard Tablet Terminology General Tablet Terminology

Definition

Tablets

The range of tablet/wireless touchscreen devices including iPad, Kindle Fire and larger-than-smartphone devices

Tablet Issue

The generic term for a tablet edition of a publication

Tablet Reader

An individual has opened a magazine issue on their tablet at least once. Device level readership

App Downloads

The installed containers (or shells) on tablet devices where issues are downloaded

Tablet Issue Subscription

Paid subscription to the tablet issues of the publication

Paid Single Issues

Tablet issue access via the purchase of a single issue from a digital newsstand

Authenticated Access

Digital issue access provided to print edition subscribers

SFP

(Straight from print) Editorial or advertising content where the page on the screen looks exactly like the print page. With no interactive enhancement except for the activation of links

SFP+

Editorial or advertising content where the page on the screen looks exactly like the print page with some interactive enhancements (beyond activation of links)

DFT

(Designed for Tablet) Editorial or advertising content where the page on the screen has been re-designed specifically for reading on the tablet and is meant to be displayed at 100% (that is, there is no need to tap and zoom)

EFT

(Enhanced for Tablet) Adding enhancements and bonus content to DFT editorial or advertising content to more fully utilize the tablet medium (e.g., hotspots, photo slide shows, video, audio, in -add browser

SITI

Special Interest Tablet Issues contain thematic or uniquely curated content that are not a part of the regular frequency

Source: MPA, The Association of Magazine Media 2

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the design template of the print version of the publication, it may also include video, slide shows, web links, and other interactive elements that take advantage of the tablet technology. Digital edition terminology is still in flux, but see the table below for a quick cheat sheet, compliments of the MPA.

Standard Tablet Terminology

This is different than running tabletfriendly ads for users who happen to browse to a site from a tablet. There the rules are a little more old-fashioned: Tablet ads typically run in standard IAB sizes; you’ll look for impressions and click-thrus to measure ROI. (The IAB has good advice for this approach.) It’s also different from the interactive PDFs provided by vendors like Zinio or Texterity. With those, the experience is explicitly meant to be just like reading a print issue. In fact, the “tablet” magazine generally IS the print magazine, made digital. The same ads, the same copy, the same design. The kind of tablet magazine we’re talking about is a wholly different sort of experience (see iMonitor’s list of top apps to look at some examples). It’s different than reading; it’s full of unique opportunities to click, listen, and play. For example, the famed Sports Illustrated swimsuit issue in tablet this year had all the same content as the print version but it also had music videos with the models and areas to hover over to learn more about them. In this model, the only advertisers might be those who picked a bundled buy with print or who only chose the tablet version, and often the ads themselves will include interactive elements. To date, most “true” tablet magazines, in this sense, are in consumer publishing, but medical publishers are getting on board rapidly. An oft-cited example is Pharmacy Times.

Why Tablets for MDs

It sure makes sense for medical publishers and advertisers to look to the tablet. According to UBM Medica research, 49 percent of physicians own a tablet; that trumps the 11 percent of consumers with the devices (Journalism.org – October 2011). To put it in other terms, two years into the iPad revolution, the same percent of

Best Magazine Tablet Apps App Name

Country

Developer

Publisher

Allure Magazine

USA

Adobe

Condé Nast

Bloomberg Businessweek+

USA

BLOOMBERG L.P.

BLOOMBERG L.P.

CHIP

Germany

Adobe

Huert Burda Media

evo Magazine

UK

Adobe

Dennis Publishing

Focus Magazine

UK

PressRun

Immediate Media Company

Golf Digest Magazine

USA

Adobe

Condé Nast

GQ

USA

Adobe

Condé Nast

Le Point pour iPad

France

Woodwing

PPR Group

Martha Stewart Everyday Food Magazine

USA

Adobe

Martha Stewart Living Omnimedia, Inc.

Martha Stewart Living Magazine for iPad

USA

Adobe

Martha Stewart Living Omnimedia, Inc.

National Geographic Magazine

USA

Adobe

National Geographic Society

Newsweek

USA

Adobe

The Newsweek/Daily Beast Company LLC

NM+ e+Mag

China

Adobe

New Media Group

PEOPLE Magazine

USA

Woodwing

Time Warner

Revista Galileu

Brasil

Adobe

Editora Globo SA

SELF Magazine

USA

Adobe

Condé Nast

Story Magazine

Hungary

Woodwing

Sanoma Magazines

Three Magazine

Australia

Oomph

Street Press Australia Pty Ltd

WIRED Magazine

UK/USA

Adobe

Condé Nast

Source: McPheters & Company iMonitortm, March 2012 physicians have a tablet as use an EHR – after decades of marketing and even $44,000 per physician in government incentives. With their higher incomes and mobile work styles, it makes sense that physicians love their devices. Physicians also have the power to run roughshod over their IT departments. Informatics professionals at HIMSS 2012 decried the lack of security and breakability of the iPad, but everyone agreed that the “consumerization” of healthcare is here to stay. The tablet-happy physicians may not be the very same physicians you already

reach via print and web-based ads. In a February 23, 2012 roundtable, “Guttenberg’s Revenge: Tablets Give Print a Digital Do-Over,” John Cantarella, President of Digital for Time Inc. News Group, explained that Time, Sports Illustrated, and other magazines that he oversees perceive tablet versions as adding incremental users, not cannibalizing their web traffic. Tablet users are online before and after work, or on the weekends, but rely more on desktop browsers during the work day, in his experience.

At the same event, Gael Towey, Chief Creative and Editorial Director at Omnimedia’s Martha Stewart Living, said its tests showed that audiences engage more with content in tablet apps than in print. Engagement is generally 8 percent higher in their apps and can go even higher if there’s video or a recipe, she said. Readers tend to be younger and more affluent than those using her print product. In short, the physician audience is already on tablets and, if they act like other human beings, they are more engaged with their tablets than other forms

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of media. So the audience is there; the publishers are coming. But where are the advertisers?

Pros and Cons of Tablet Advertising The hurdles for tablet advertising fall into two groups: data and development. Data - Advertisers have been reluctant to spend on a platform where the rules about circulation and measuring engagement have been vague. They complain that publishers are holding readership and engagement data too close, treating the platform more like print (where little can be measured) than online (where everything is measured). “The problem with digital editions,” says Steve Smith who covers the space for MinOnline, “is that, unlike print magazines, where you can rely on circ, you now actually have to show open rates. That can be scary…publishers have never had to be that frank.” Media buyers, he adds, aren’t expecting a huge return, necessarily, they are just trying to get a sense of how the medium works and what to expect. “We hear from … buyers, ‘We know the metrics are going to look bad at the beginning, but we need to start getting used to them.’” Robin Steinberg, Executive Vice President, Director of Publishing Investment and Activation at MediaVest, has been actively pushing the media industry on the issue, going to so far as refusing to invest in campaigns where reach isn’t clear. That’s a big deal since she controls ad spends for clients like Wal-Mart and Kraft. As she told AdWeek, “We need to know

what the value is. We need additional information on who received it, did they open it, how long did they spend with it.” Publishers and advertisers alike also are confused because what data there is is so scant. There is little to compare it to so it’s hard to know, really, how well a campaign is succeeding until more data comes out. We just don’t know what success looks like. Thankfully, there have been some very recent efforts to normalize reporting. In March 2012, the Audit Board of Circulation (ABC) introduced a new Publisher’s Statement prototype. The goal: Make it clear whether a publication’s digital edition, if it basically replicates the print edition, counts as additional circulation or replacement circulation. According to the new guidelines, when a publication’s digital editions replicate the print edition, constitute over 2 percent of its total circ and average at least 3,000 copies, the publisher must report net digital circ by platform type, including Web, apps and multiplatform. Only one platform out of a bundled subscription can be counted toward the total circ; for example, if a magazine sold one tablet app and Web access, this would count as one paid sub. If the tablet app essentially replicates the print edition, purchases of it count as added circ. The new report format also requires publishers to report several key metrics including the number of unique browsers or devices, total visits and average visit duration. The BPA also is adjusting. It now

allows publishers to fulfill subscription requests with digital editions as long the subscriber receives advance notice of the change and is given the option to decline. BPA also no longer requires physical addresses for every subscriber; email will suffice.

Readership and engagement

Not to be outdone, the MPA released its own suggested guidelines for reporting on digital editions in April, urging publishers to release: • Total consumer paid digital issues; • The total number of tablet readers per issue; • The total number of sessions per issue; • The total time spent per reader per issue; and • The average number of sessions per reader per issue The MPA says advertisers should have the data 10 weeks from newsstand onsale dates for monthlies and seven weeks after release for weekly publications. Advertisers will also want to know how their ad performed, and one of the charms of interactive advertising is how much data one can get. “The benefit of interactivity is trackability,” in Smith’s words. If a pharmaceutical company, for example, includes video of KOLs speaking on multiple topics, it would be of interest just to know which topics got the most interest. Generally, media is moving toward showing more rather than less about individual ad performance, especially when

Overall ads

Standard Tablet Terminology

The specific ad

Static ads

Interactive ads

Static ad

Interactive ad

Mean

Mean

Mean

Mean

Perceived interactivity

6.03

7.38

3.96

6.81

Perceived engagement

5.38

6.67

4.16

6.67

Message involvement

5.36

6.36

5.07

6.45

Attitude toward the ad

5.50

6.63

3.75

6.36

Purchase intention





2.50

3.98

Participants rated these variables using a 9-point scale (9 being the strongest)

Source: “Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness, “ Alex Wang, Ph.D., University of Connecticut – Stamford 4

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an advertiser places a premium, interactive ad. Condé Nast, for one, allows advertisers that pay extra for premium ads to get more information, including how many readers accessed the ad, the number of times it was displayed, and average time spent with the ad.

Development

Of course, every unique iPad ad you create requires investment in development. At a minimum, your ad should look good in both portrait and landscape modes, potentially requiring two pieces of creative. Adding other elements like image galleries, video, animation and movement-based features (lift, rotate, shake, etc.) or even specific calls to action (links to order vaccines or arrange a meeting with a sales rep, for example) requires even more. Further, because many advertisers treat iPad edition campaigns as oneoff tests, the workflow between you and your media partner may not be as seamless as for routine print placements. Prepare for a little back and forth. In all, it can be hard to justify the cost of a digital magazine ad, without knowing in advance how it will perform. Perhaps reflecting this dilemma, most tablet version ads are not interactive, according to Kantar Media. In its study of tablet apps, “the majority of the tablet magazine ads were near replicas of their print counterparts. In general, most magazine tablet ads were repurposed print creatives without elaborate animations or advanced interactive features, other than links to the advertisers’ websites or social media pages like Facebook, Twitter, and LinkedIn.” Fewer than half the ads Kantar reviewed in 52 different apps even provided for landscape and portrait views, instead requiring the user to swipe to see the full ad. Smith thinks some publishers are providing re-formatting for their advertisers, to help overcome the barrier. There is some evidence to suggest that re-making an ad for an audience can pay off. When consumers were asked to compare a static ad to an interactive ad in an edition of Wired, interactive ads generated stronger engagement, message involvement, attitude toward

KANTAR MEDIA

the ad, and purchase intention than the static advertisement.

The Sales Model

Reflecting advertisers concerns, magazine publishers are experimenting with how digital ads are sold. Many seem to offer “bundled” deals. If you buy a print ad, your creative can also appear in the digital edition for a minimal upsell. Kanter’s review points out that 90 percent of ads in tablet apps correspond with ads in the print title. But some, including Sports Illustrated, according to Steve Smith, sell digital ads as a premium position, and request that all ads be enhanced.

Things to Do Now

there are some things you should be doing to make sure you are prepared for future decisions: • Keep track of changing guidelines from the MPA and the ABC on measuring circ and performance in digital editions. • Subscribe to a handful of apps so you can keep track of how advertisers are using the platform. • Urge clients and creative teams to steer away from Flash-based animation and video so creative assets can be more easily migrated to a tablet environment. • Consider placing a tablet ad on a one-off basis so you have some basis for evaluating future buys. ◆

Whether you or your clients decide to leap into tablet magazine apps now, ABOUT UBM MEDICA Addressing today’s healthcare informa­tion needs, UBM Medica, a division of UBM plc (UBM.L), delivers strategic, integrated communications solutions and comprehensive reach—online, in print, live, and via custom programs. Improving the effectiveness of healthcare through information and education, UBM Medica provides unbiased clinical, practical, and business information for physicians, providers, payers, and patients around the world. Through journals, magazines, directories, drug databases and other electronic databases, Web sites, face-to-face meetings, and other valuable resources, UBM Medica also delivers comprehensive communication solutions for the pharmaceutical and related industries. US Web sites include PsychiatricTimes.com, CancerNetwork.com, DiagnosticImaging.com, PediatricsConsultantLive.com, ConsultantLive.com, OBGYN.net, PhysiciansPractice.com, and SearchMedica.com.

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