QR Code Mini Workshop
Download as PPTX, PDF4 likes1,900 views
The document discusses a QR code workshop led by GSW Worldwide's innovation lab, IQ, focusing on emerging tech trends in healthcare marketing. It highlights the use of QR codes for engaging consumers and improving the marketing strategies of healthcare brands, providing statistics on 2D code adoption. The workshop demonstrates how QR codes can serve as innovative tools for connecting sales representatives with healthcare prescribers by directing them to custom mobile-friendly sites.
QR Code Mini Workshop
- 2. ABOUT IQ MINI WORKSHOPS iQ is the innovation lab of GSW Worldwide. We research emerging trends in both how technology and expectations are changing. Insight into new consumer/ What early-mover HCP expectations brands are doing We use those findings to develop perspectives on how our healthcare marketing clients can gain competitive advantage in fast- changing areas like mobile, slate, gaming, and social media. Strategies and Innovation theater: Then we model innovative tools and insights for brand A model of what experiences designed just for health planning could be care marketers. Mini workshops like this one include a snapshot of each of those elements.
- 3. MOST OF THE WAYS WE INTERACT WITH HEALTH CARE ARE UNINSPIRING The interface of healthcare is broken We’re not engaging people • We give them 7 minutes in the exam room • Confront them with complicated, paper-based adherence tools • Set a lot of requirements, but give few rewards
- 4. WHAT’S A QR CODE? Overview, encoding data and readers
- 5. QUICK RESPONSE (QR) CODE • A QR Code is a type of two-dimensional (2D) code that consists of black modules that contain encoded data which can be read by a smart phone app.
- 6. ENCODING DATA • The black modules of the QR Code contain encoded data such as: – Text Data – URL – vCard – Phone number – Text (SMS)
- 7. READING THE ENCODING DATA • QR Code reader apps utilize a smart phone’s Position cameras to recognize the position and alignment marks to scan the encoded data. Alignment
- 8. QR CODE READERS • There are a number of QR Code reader apps available for smart phones such as: – Kaywa – i-nigma – Optiscan – QuickMark – QR Droid – ScanLife
- 9. OTHER TYPES OF 2D CODES ShotCode, Aztec Code, DataMatrix and others
- 10. OTHER TYPES OF 2D CODES • Although QR Codes tend to be the most popular of the 2D Codes it’s good to be aware of other types. ShotCode Aztec Code High Capacity DataMatrix EZcode Color • Please note that other types of codes may not work with your QR Code reader.
- 11. 2D CODE ADOPTION Usage statistics
- 12. 2D CODE USAGE STATISTICS • 28% of smart phone users are already scanning 2D codes. • Percentage of users scanning 2D codes by type of smart phone: – 48% Android – 39% iPhone – 18% Blackberry Compete / Kantnar: http://blog.compete.com/2011/01/11/compete-smartphone-intelligence- survey-shows-mobile-barcode-scanning-now-mainstream-in-retail
- 13. QR CODES IN MARKETING How marketers are using QR Codes to reach their customers
- 14. COMMON MARKETING USES OF QR CODES • URL – Provide additional content specific to the scanned item or location such as: • Video describing or demoing an item • Additional content about the item (ie: reviews, rating) • Phone number – Speak to a representative • Text – Receive additional information – Sign up for an offer
- 15. PET SHOP BOYS Music Video • British synth pop duo Pet Shop Boys, released their 2007 single “Integral” - an electronic download only format via QR Code. Single artwork
- 16. BEST BUY • Retail giant Best Buy added QR Codes to their fact tags to provide customers with detailed product information.
- 17. GOOGLE • When Google launched their mobile marketing campaign for Google Places they sent out some 190,000 QR Code decals to local businesses across the United States that customers could scan to receive reviews, comments and coupons.
- 18. McDONALDS • McDonalds in Japan are using QR Codes on their products to direct customers to that product’s nutritional information.
- 19. AN INNOVATION THEATER IDEA: QR CODE CARDS The iQ team creates models, prototypes and storyboards that show how innovative applications of technology can solve persistent healthcare challenges. We always start with a common problem:
- 20. IT’S DIFICULT FOR SALES REPS TO CONNECT WITH PRESCRIBERS • Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete. REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS 20% 50% AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
- 21. SO WE ASKED • What if a sales rep’s business card was a portal to his on-demand office?
- 22. THE QR CODE CARD • In this experiment a Physician scans the QR Code on a Rep’s business card and is taken to a custom, transactional mobile friendly site.
- 23. For more answers to pharma’s marketing challenges visit WhatsYourDigitaliQ.com Twitter.com/iQlab SlideShare.net/iQlab YouTube.com/GSWiQlab
Editor's Notes
- #20: Today, 55% of physicians are considered difficult to access