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QR CODE
WORKSHOP
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.
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
WHAT’S A QR CODE?
Overview, encoding data and readers
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.
ENCODING DATA


                 • The black modules of the
                   QR Code contain
                   encoded data such as:
                    –   Text
          Data      –   URL
                    –   vCard
                    –   Phone number
                    –   Text (SMS)
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
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
OTHER TYPES OF
2D CODES
ShotCode, Aztec Code, DataMatrix and others
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.
2D CODE ADOPTION
Usage statistics
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
QR CODES IN
MARKETING
How marketers are using QR Codes to reach their
customers
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
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
BEST BUY
• Retail giant Best
  Buy added QR
  Codes to their fact
  tags to provide
  customers with
  detailed product
  information.
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.
McDONALDS
• McDonalds in
  Japan are using
  QR Codes on their
  products to direct
  customers to that
  product’s
  nutritional
  information.
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:
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
SO WE ASKED
• What if a sales rep’s business card was a portal to his
  on-demand office?
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.
For more answers to pharma’s
marketing challenges visit
WhatsYourDigitaliQ.com

   Twitter.com/iQlab

   SlideShare.net/iQlab
   YouTube.com/GSWiQlab

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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.
  • 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

  1. Today, 55% of physicians are considered difficult to access