Exclusive sneak peek for the attendees of Digital Pharma East 2016. Every year, GSW and inVentiv Health convene trendspotters from across North America and Europe to identify the big shifts that are changing digital expectations. Their popular annual trends report is consistently read by tens of thousands of people throughout our industry. This October, attendees at Digital Pharma East got the first peek at next year's predictions and learned how they can help brands more effectively connect with healthcare professionals and consumers. So, what should you expect? Here's a hint: 2016 is the year that we'll start living in the digital moment, embracing our own custom algorithms, and maybe even bringing a robot home. Our smartphones will become more delightful and even the easiest interfaces will start to disappear entirely. Oh, and Frogger? We think he's coming back.

3. where will your next
big idea come from

7. real inspiration

8. product
We could focus on the product,
and ask, “What ideas could it inspire?”

11. technology
We could look around to discover the latest technology being
used and ask, “How could we use it?”

13. trend
This is our approach. We discover your customers’ changing
expectations and ask, “How do we better connect?”

14. a change in expectations
can do
technology | services | experiences | connections

15. not about
getting a map
on your phone

16. about the
confidence to
go anywhere

17. the answer to the biggest
question in all of marketing
what do people
want right now?

18. HE
AL
TH
CON
SUM
ER
MAR
KET
ING
DI
GIT
AL

19. DI
GIT
AL

20. see it,
don’t save it
After a decade of digital hoarding, today’s
sharers want to just live in the moment.
trend01

21. The scrapbookers
went online and built
multimedia life stories
on Facebook
The article hoarders
saved every link on
Twitter
social
Then, the people just
living real life went on to
Snapchat and *poof*
The recipe collectors
cheffed up enormous
personal cookbooks
on Pinterest

22. More than 60%
of 13- to 34-year-old smartphone users in the
US are active on Snapchat and together view
more than 2 billion videos a day
daily users
1,000,000,000
daily users
100,000,000

23. the year
of the
stream

24. to broadcasting
with
Will a cameo be the new selfie?

25. These live platforms are building on a style
popularized on Youtube: Let’s do something fun together

26. running
in your
background
Wonderful little tools and algorithms are
making the Internet—and all your devices—
do more for you before you even think to ask.
trend02

27. in alerts

28. when
anything important
will likely be
delivered to you?

29. create your
own custom
easy buttons.

30. Google’snext
transformation:
softwarethatisaware
ofeverythingaroundit

31. my robot
Name him Big Hero or R2D2.
Just get ready:This is the year a
robot might come home with you.
trend03

32. +

33. selfie stick on wheels?
or a helper just when
you need it?

34. the GiraffPlus
Project is
betting on
helper
Their test: Can a robot inside a
smart home system help people
live independently longer?

35. 90 person
study
Focused on
4th vital sign
100s of
iSpy games
human
in the
machine
Robots can even make
scary grown-ups much
more Huggable.

36. Who stole all
the scientists?
Uber may be replacing the sharing
economy with the robot economy
-40researchersandscientists“poached”
-Bonusesofhundredsofthousandsofdollars
-Doubledsalaries

37. naked
without it
Nearly half the people who own a
smart phone say they couldn’t live without it.
–PewResearchCenter
trend04

38. theperfect
distraction
fromany
momentthat
feelsboringor
unimportant

39. theperfect
distraction
fromany
momentthat
feelsboringor
unimportant
of those 18-29
use their phone in public for
no particular reason, just to
do something.
– Pew Research
35%

40. 60 lbs
2-4 hrs
700-1400 hrs
– New York Spine Surgery and Rehabilitation Medicine Center

43. Pew Research Center, Google, Mary Meeker, 2015
why the
addiction? it’s
the answers
Quick searches on cellphones increasingly
help us finish our sentences, find a great
place for dinner, or learn more about a
health worry.
of smartphone owners
looking up info about a
health condition last year
of smartphone owners
looked up something they
saw on a TV commercial
Consumer mobile usage
outpaces mobile ad spend
by 3x
66%
62%
3x

44. there’s more
magic to come

45. Android
world;
-KantarWorldPanel,ManhattanResearch,2015
US
Germany
physicians
25.0%
45.0%
75.0%
56.0%
12.0%
US
Germany
consumers
73.7%
65.6%
30.1%
15.2%
10.1%
Apple
practice

46. digital
exclusion
Remember a time before the Internet?
Turns out, millions of people are still living it.
trend05

47. quickquiz
howmany
peopleinthe
USuseAOL
dial-up?

48. 2,100,100
The smartphones in your pockets are
~100x faster than dial-up’s 56kps speed.

49. As ubiquitous as
technologies are
in many of our
everyday lives,
they’re virtually
absent from the
lives of many
others.

50. Pew Research Center, Google, Mary Meeker, 2015
digitally
excluded
People who lack the basic online skills
needed to send and receive email, use a
search engine, browse the Internet, and
complete online forms.
20%
of UK
population
9.5 million
people
3:4
are poor,
disabled,
or elderly

51. the digital divide
is still a thing
Percentage of
individuals using
the internet in 2015
*Commonwealth of Independent States | Source: ITU
66.0%
The Americas
43.4%
Worldwide
77.6%
Europe 37.0%
Arab States
20.7%
Africa
59.9%
CIS*
36.9%
Asia & Pacific

52. the digital divide
is still a thing
Percentage of
individuals using
the internet in 2015
*Commonwealth of Independent States | Source: ITU
66.0%
The Americas
43.4%
Worldwide
77.6%
Europe 37.0%
Arab States
20.7%
Africa
59.9%
CIS*
36.9%
Asia & Pacific
“For people with limited computer skills, online
applications constitute one of the biggest obstacles
to employment, even for fast-food jobs paying a few
dollars above minimum wage. My colleagues and I
often spend hours helping one person fill out an
online application that has poorly written instructions
or a feature that doesn’t work no matter how you
enter the data.” - Stephan Barker, a librarian in
Prince George’s County

53. getting involved
to bridge the gap

54. simplifying
simple
How do you make something
seem easier to use?
Make it easier to use.
trend06

55. a whole world of
easy buttons

56. even easier?

57. the interface
is disappearing

58. voice command
is the growing
expectation
Adult smartphone owners use voice search:
40% to ask for directions
39% to dictate a text message,
32% to make a phone call,
23% while they are cooking

59. even healthcare
is hiding its
complexity

60. do you really
know me?
Consumers expect personalized
experiences but get frustrated with
brands that act like false friends.
trend07

61. Pl eas e not e t hat i f you us e a s pam f i l t er t hat bl ocks or r e- r out es emai l s f r om s ender s not l i s t ed i n your emai l addr es s book,
you mus t add PayPal t o your emai l addr es s book s o t hat you wi l l be abl e t o r ecei ve t he Communi cat i ons we s end t o you.
You can updat e your pr i mar y emai l addr es s or s t r eet addr es s at any t i me by l oggi ng i nt o t he PayPal webs i t e. I f your emai l
addr es s becomes i nval i d s uch t hat el ect r oni c Communi cat i ons s ent t o you by PayPal ar e r et ur ned, PayPal may deem your Account t o
be i nact i ve, and you wi l l not be abl e t o t r ans act any act i vi t y us i ng your PayPal Account unt i l we r ecei ve a val i d, wor ki ng
pr i mar y emai l addr es s f r om you.
1. Our Rel at i ons hi p wi t h You.
1. 1 PayPal i s Onl y a Payment Ser vi ce Pr ovi der . PayPal hel ps you make payment s t o and accept payment s f r om t hi r d par t i es . PayPal
i s an i ndependent cont r act or f or al l pur pos es , and i s not your agent or t r us t ee. PayPal does not have cont r ol of , or l i abi l i t y
f or , t he pr oduct s or s er vi ces t hat ar e pai d f or wi t h t he PayPal Ser vi ces . We do not guar ant ee t he i dent i t y of any Us er or ens ur e
t hat a buyer or a Sel l er wi l l compl et e a t r ans act i on.
1. 2 Your Pr i vacy. Pr ot ect i ng your pr i vacy i s ver y i mpor t ant t o PayPal . Pl eas e r evi ew our Pr i vacy Pol i cy i n or der t o bet t er
under s t and our commi t ment t o mai nt ai ni ng your pr i vacy, as wel l as our us e and di s cl os ur e of your I nf or mat i on.
1. 3 Pr i vacy of Ot her s ; Mar ket i ng. I f you r ecei ve I nf or mat i on about anot her Us er t hr ough t he PayPal Ser vi ces , you mus t keep t he
I nf or mat i on conf i dent i al and onl y us e i t i n connect i on wi t h t he PayPal Ser vi ces . You may not di s cl os e or di s t r i but e a Us er ’ s
I nf or mat i on t o a t hi r d par t y or us e t he I nf or mat i on f or mar ket i ng pur pos es unl es s you r ecei ve t he Us er ’ s expr es s cons ent t o do
s o.
You may not s end uns ol i ci t ed emai l t o a Us er or us e t he PayPal Ser vi ces t o col l ect payment s f or s endi ng, or as s i s t i ng i n
s endi ng, uns ol i ci t ed emai l t o t hi r d par t i es .
1. 4 I nt el l ect ual Pr oper t y. “PayPal . com”, “PayPal ”, and al l l ogos r el at ed t o t he PayPal Ser vi ces ar e ei t her t r ademar ks or
r egi s t er ed t r ademar ks of PayPal or PayPal ’ s l i cens or s . You may not copy, i mi t at e or us e t hem wi t hout PayPal ’ s pr i or wr i t t en
cons ent . I n addi t i on, al l page header s , cus t om gr aphi cs , but t on i cons , and s cr i pt s ar e s er vi ce mar ks , t r ademar ks , and/ or t r ade
dr es s of PayPal . You may not copy, i mi t at e, or us e t hem wi t hout our pr i or wr i t t en cons ent . You may us e HTML l ogos pr ovi ded by
PayPal t hr ough our Mer chant s er vi ces , auct i on t ool s f eat ur es or af f i l i at e pr ogr ams wi t hout pr i or wr i t t en cons ent f or t he pur pos e
of di r ect i ng web t r af f i c t o t he PayPal Ser vi ces . You may not al t er , modi f y or change t hes e HTML l ogos i n any way, us e t hem i n a
manner t hat i s di s par agi ng t o PayPal or t he PayPal Ser vi ces or di s pl ay t hem i n any manner t hat i mpl i es PayPal ’ s s pons or s hi p or
endor s ement . Al l r i ght , t i t l e and i nt er es t i n and t o t he PayPal webs i t e, any cont ent t her eon, t he PayPal Ser vi ces , t he
t echnol ogy r el at ed t o t he PayPal Ser vi ces , and any and al l t echnol ogy and any cont ent cr eat ed or der i ved f r om any of t he
f or egoi ng i s t he excl us i ve pr oper t y of PayPal and i t s l i cens or s .
1. 5 As s i gnment . You may not t r ans f er or as s i gn any r i ght s or obl i gat i ons you have under t hi s Agr eement wi t hout PayPal ’ s pr i or
wr i t t en cons ent . PayPal r es er ves t he r i ght t o t r ans f er or as s i gn t hi s Agr eement or any r i ght or obl i gat i on under t hi s Agr eement
at any t i me.
1. 6 Pas s wor d Secur i t y and Keepi ng Your Emai l and Addr es s Cur r ent . You ar e r es pons i bl e f or mai nt ai ni ng adequat e s ecur i t y and
cont r ol of any and al l I Ds , pas s wor ds , per s onal i dent i f i cat i on number s ( PI Ns ) , or any ot her codes t hat you us e t o acces s t he
PayPal Ser vi ces . I f you us e a PayPal Payment Car d, you s houl d al s o car ef ul l y s af eguar d t hi s car d. You ar e r es pons i bl e f or
keepi ng your mai l i ng addr es s and emai l addr es s up t o dat e i n your Account Pr of i l e.
1. 7 Not i ces t o You. You agr ee t hat PayPal may pr ovi de you Communi cat i ons about your Account and t he PayPal Ser vi ces
el ect r oni cal l y as des cr i bed i n our El ect r oni c Communi cat i ons Del i ver y Pol i cy. Any el ect r oni c Communi cat i ons wi l l be cons i der ed
t o be r ecei ved by you wi t hi n 24 hour s af t er t he t i me we pos t i t t o our webs i t e or emai l i t t o you. Any Communi cat i ons s ent t o
you by pos t al mai l wi l l be cons i der ed t o be r ecei ved by you 3 Bus i nes s Days af t er we s end i t .
1. 8 Not i ces t o PayPal . Except as ot her wi s e s t at ed above i n t he El ect r oni c Communi cat i ons Del i ver y Pol i cy, and bel ow i n Sect i on
12 ( Res ol ut i on Pr ocedur es f or Unaut hor i zed Tr ans act i ons and Ot her Er r or s ) and Sect i on 14 ( Di s put es wi t h PayPal ) , not i ce t o
PayPal mus t be s ent by pos t al mai l t o: PayPal , I nc. , At t ent i on: Legal Depar t ment , 2211 Nor t h Fi r s t St r eet , San J os e, Cal i f or ni a
95131.
1. 9 Account St at ement . You have t he r i ght t o r ecei ve an Account s t at ement . You may vi ew your Account s t at ement by l oggi ng i nt o
your Account .
1. 10( a) Cont act i ng You. I n or der t o cont act you mor e ef f i ci ent l y, we may at t i mes cont act you us i ng aut odi al ed or pr er ecor ded
mes s age cal l s or t ext mes s ages at t he t el ephone number ( s ) you have pr ovi ded us . We may pl ace s uch cal l s or t ext s t o ( i ) pr ovi de
not i ces r egar di ng your Account or Account act i vi t y, ( i i ) i nves t i gat e or pr event f r aud, or ( i i i ) col l ect a debt owed t o us . You
agr ee t hat we and our s er vi ce pr ovi der s may cont act you us i ng aut odi al ed or pr er ecor ded mes s age cal l s and t ext mes s ages t o car r y
out t he pur pos es we have i dent i f i ed above. We may s har e your phone number ( s ) wi t h s er vi ce pr ovi der s wi t h whom we cont r act t o
as s i s t us i n pur s ui ng t hes e i nt er es t s , but wi l l not s har e your phone number ( s ) wi t h t hi r d par t i es f or t hei r own pur pos es wi t hout
your cons ent . St andar d t el ephone mi nut e and t ext char ges may appl y. We and our s er vi ce pr ovi der s wi l l not us e aut odi al ed or
pr er ecor ded mes s age cal l s or t ext s t o cont act you f or mar ket i ng pur pos es at t he t el ephone number ( s ) you des i gnat e unl es s we
r ecei ve your pr i or expr es s wr i t t en cons ent .
1. 10( b) Your Choi ces . You do not have t o cons ent t o r ecei ve aut odi al ed or pr er ecor ded mes s age cal l s or t ext s i n or der t o us e and
enj oy PayPal ’ s pr oduct s and s er vi ces . Wher e PayPal i s r equi r ed t o obt ai n your cons ent f or s uch communi cat i ons , you may choos e t o
r evoke your cons ent by cont act i ng cus t omer s uppor t at 1- 844- 629- 9108 and i nf or mi ng us of your pr ef er ences .
1. 11 Recor di ng Cal l s . You under s t and and agr ee t hat PayPal may, wi t hout f ur t her not i ce or war ni ng and i n our di s cr et i on, moni t or
or r ecor d t el ephone conver s at i ons you or anyone act i ng on your behal f has wi t h PayPal or i t s agent s f or qual i t y cont r ol and
t r ai ni ng pur pos es or f or i t s own pr ot ect i on. You acknowl edge and under s t and t hat , whi l e your communi cat i ons wi t h PayPal may be
over hear d, moni t or ed, or r ecor ded wi t hout f ur t her not i ce or war ni ng, not al l t el ephone l i nes or cal l s may be r ecor ded by PayPal ,
and PayPal does not guar ant ee t hat r ecor di ngs of any par t i cul ar t el ephone cal l s wi l l be r et ai ned or r et r i evabl e.
2. Account s .
2. 1 El i gi bi l i t y. To be el i gi bl e t o us e t he PayPal Ser vi ces , you mus t be at l eas t 18 year s ol d and a r es i dent of t he Uni t ed
St at es or one of t he count r i es l i s t ed on t he PayPal Wor l dWi de page. Thi s Agr eement appl i es onl y t o Us er s who ar e r es i dent s of
t he Uni t ed St at es . I f you ar e a r es i dent of anot her count r y, you may acces s t he agr eement t hat appl i es t o you f r om our webs i t e
i n your count r y.
2. 2 Per s onal and Bus i nes s Account s ; Types of Tr ans act i ons . We of f er t he f ol l owi ng t ypes of Account s : Per s onal and Bus i nes s
Account s . By openi ng a Bus i nes s Account and accept i ng t he t er ms as out l i ned i n t hi s Agr eement , you at t es t t hat you ar e not
es t abl i s hi ng t he Account pr i mar i l y f or per s onal , f ami l y, or hous ehol d pur pos es .
You may s end money f r om, and r ecei ve money i nt o, your Account , as des cr i bed i n mor e det ai l i n Sect i on 3 ( Sendi ng Money) and
Sect i on 4 ( Recei vi ng Money) . You may al s o add money t o your Bal ance us i ng an avai l abl e Payment Met hod, as des cr i bed i n mor e
det ai l i n Sect i on 3, and wi t hdr aw money f r om your Bal ance, as des cr i bed i n mor e det ai l i n Sect i on 6 ( Wi t hdr awi ng Money) .
2. 3 I dent i t y Aut hent i cat i on. You aut hor i ze PayPal , di r ect l y or t hr ough t hi r d par t i es , t o make any i nqui r i es we cons i der
neces s ar y t o val i dat e your i dent i t y. Thi s may i ncl ude as ki ng you f or f ur t her i nf or mat i on, r equi r i ng you t o pr ovi de your dat e of

62. what we
expect in
return:
a little simple
recognition remember how
long you’ve been
a customers
remember past
purchases
any type of
personalization
US
UK
what sort of
personalization
do you expect?

63. what we
get in return:
isn’t always
too relevant
3:4
Most consumers and business travelers
agreed that 75% of the travel offers they
receive are completely irrelevant to their
needs and preferences
Boxever, 2015
will unsubscribe from a
company's content after
receiving numerous,
irrelevant offers
50%
60%
40%
would be less likely to
open that company's
next offer
would be less inclined
to buy from that
company

64. when
personalization
goeswrong
86% call bad ad retargeting
irritating or intrusive to their
privacy.
-IntentHQ,2015
86%

65. ofcourse
sometimes
retargetingisso
rightevenwhen
it’swrong

66. 16-bit
rewind
Games used to be easy to pick
up and play. Now, they are again.
trend08

70. Rewards Hacks Competitions with people we know

71. casual games
are changing
the people
who play
1 billion
hours per day playing
5x
more time than they spend
on Facebook or YouTube
8 to 80
is the new demographic of
gamers
– Newszoo, 2015

72. And around the world
“When we were kids, we used to
all sit around a table and play
Crazy Eights. My cousins are all
over the country and we all have busy
lives. I probably wouldn't interact with them
very often except maybe at family
reunions, and Clash of Clans is just
another way to play with them.”
- Lisa Ann Colton-Fowler, a mom in Brownsville, Texas
At home
75% of parents now play video
games with their children.
and how
they’re
playing
together

73. are using their TV streaming boxes to bring
casual gaming to the big screen.

74. focus in 2016?

75. Create one live event
that lives entirely online.
Experiment with
technology that lets
multiple geographies
share that virtual stage.
01

76. Let your customers
know when to come
back. Push current
news, knock on digital
doors, be top of mind.
02

77. Embrace the distraction.
Create content for people
who are absently scrolling,
not just ones who are
actively searching.
03

78. Identify one way you can
help bridge that digital
divide. Bring the robust
service and support to
the people who need it
most.
04

79. Take a hard look at
your interface. How can
you hide some of the
complexity of interacting
with your brand? What
would Jeff Bezos say if
he heard your reasons
why not?
05

80. Get personalization right.
Recognize something
about your customer in
every direct email, mail,
or message you send.
06

81. Think about gaming. Learn
about how people play
together and how they
learn in competitive
environments. Explore
solutions that could make
your own med ed more
compelling for patients
and professionals alike.
07

82. Get your own robot.
Not for marketing,
just because
they're awesome.08

87. special thanks
to our contributors
Abigail Schmelzer
Alex Brock
Allison Pignatelli
Amanda Joly
Amardeep Lally
Andreas Reinbolz
Andrew Glenn
Ann Manousos
Brooke Glanzberg
Chris Devine
Chris Iafolla
Christina Blosser
Christopher Callahan
Dan Smith
Dave Sonderman
Duncan Arbour
Ed Hammerton
Eduardo Menendez
Elizabeth Stelzer
Eric Davis
Eric Sabo
Francine Carrick
Heather Irvine
Ilya Tetelman
James Tomasino
Jason Sankey
Jeffrey Giermek
Jennifer Fleishman
Jennifer Oleski
Jessie Brown
Joanna Voorhis
Joe Desalvo
John Mucha
Joy Hart
Juli Cavnar
Kara Kinsey
Kevin Coleman
Kevin Nalty
Kristianne Shanker
Leigh Householder
Liana Federico
Logan Cooper
Maggie Janco
Marci Piasecki
Mark Jazvac
Mark Stechschulte
Matt Mizer
Matthew Bergen
Melissa Morrow
Michael Bonilla
Michelle Casciola
Naseem Allaf
Nate Lemke
Nicholas Capanear
Nick Bartlett
Nicole Sordell
Nina Bressau
Pat Etter
Patrick Richards
Rupert Dooley
Salvatore Cannizzaro
Sarah Brown
Scott Page
Stephanie Jones
Susan Perlbachs
Tom Callan
Tom Mullins
Tyler Sax
Vaneeta Verma
Vanessa Rivera
Zach Gerber

88. and get the full report
HealthExperienceProject.com/2016trends

89. information