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Personalized HCP Marketing: How to Create More Impactful Brand Experiences

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Personalized HCP Marketing: How to Create More Impactful Brand Experiences

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At this year's ePharma 2015 Conference, Croom Lawrence, Senior Director, Digital, Merkle Health, shared the importance of personalization for healthcare consumers and physicians. In his presentation, Croom discussed how an Addressable Customer Experience strategy can create more impactful brand experiences.

At this year's ePharma 2015 Conference, Croom Lawrence, Senior Director, Digital, Merkle Health, shared the importance of personalization for healthcare consumers and physicians. In his presentation, Croom discussed how an Addressable Customer Experience strategy can create more impactful brand experiences.

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Personalized HCP Marketing: How to Create More Impactful Brand Experiences

  1. 1. Personalized HCP Marketing: How to Create More Impactful Brand Experiences Croom Lawrence, Sr. Director, Merkle Health cmlawrence@merkleinc.com Twitter: @pharmastrategy
  2. 2. Merkle: An Integrated Performance Marketing Agency Health strategy, media, creative, analytics, big data and cloud technology 140+ Customer Marketing Databases $650MM Marketing Spend Management 370+ Search Professionals $10 Billion 2014 Measured Media 3rd Google Rank by Media Spend $90mm Health Agency Fees 3.7 Billion 1st Party Customer Records 650+ Marketing Tech Professionals 250+ Advanced degreed statisticians 100+ Creative Professionals 40 Creative Clients 600+ Digital Marketing Pros 14+ Proprietary Ad Tech Apps 150 Health RM Programs Top 20 Digital Agency Advertising Age 2014 © 2015 Merkle. All Rights Reserved. Any and All Content in This Presentation is Copyrighted.
  3. 3. Industry and Platform Leader 2nd Largest Agency by Spend Product Council Member Remarketing Council Google Think Events Client Event Attendance API Beta Program Member Store Attribution Program “Fastest Growing Search Agency” - 2013 Search Engine Marketing Wave 2006, 2008, 2010, 2012 USAA’s #HonorTheFallen Tailored Audience Partner Preferred Developer Product Advisory Council 3
  4. 4. Physician addressable experiences rest at the intersection of Context, Connectivity & Content CONTEXT Our knowledge of the Physician Every asset we have to put in front of the Healthcare Provider CONTENTCONNECTIVITY When we bring the two together in media and channels
  5. 5. For the first time ever.. contextual relevance Timing / frequency Platform Device / format Segment A Segment C Segment D Segment Lifecycle Awareness Product Consideration Request a Quote Start Application Process CONTEXT Message Offer CONTENT Treatment Segment B Brand Consideration Segment B Brand Consideration 4X Google Mobile A 1 Life CONNECTIVITY
  6. 6. The 3C’s Approach CONNECTIVITY Desktop Phone Tablet TV CONTEXT CONTENT Watching football on TV has phone Awareness TV Spot and Twitter Sponsored Tweet Ad In FB custom audience list Awareness messaging via FB newsfeed DR remarketing mobile display ad with customized offer for Term Life Life Insurance Keyword Re-Marketing Pool Visits site 2 days later on his iPad, recognized as same user Customized, responsive offer landing page: Online quote Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance High-LTV, incomplete quoter re- marketing pool Personalized offer email Personalized site landing page with offer Segment A 6 Our applied knowledge of the patient and the physician Every asset we have to put in front of the patient and physician When we bring the two together in media and channels
  7. 7. BEFORE 9AM Check email Read med news MORNING Grand rounds Staff meeting NOON Lunch Sales rep visit AFTERNOON Patient consult Office hours AFTER 5PM Dinner meeting At home 29% of HCPs use tablets for professional purposes 57% of HCPs read medical journals online 75% of HCPs are currently using eMRs 85% of HCPs use an eMR system to enter clinical notes 100% leverage Sermo 81% of HCPs own a smartphone or PDA 38% of HCPs have participated in an online detailing session by a pharma company 44% of HCPs go online during patient consultations 34% of HCPs communicate with patients via email 24% of HCPs are engaging in physician-only social networks 83% of HCPs on physician-only social networks discuss clinical issues Feed news, alerts & quick facts Anytime, any channel customer service that provides information relevant practice needs and “gives time back Networking & continuous learning Quantia EPOC Samples DM Tele Peer Direct MD Online Physicians Interactive Copay Email Sermo Search 7 Challenge: Oversaturation of every single moment
  8. 8. What does context mean? Personas Behavior Pathway Experience Brief Editorial Plan Data-driven Analytics and Behavioral Insights Inspiration/ Internal Executional/ ExternalCommunication Architecture Outbound Direct Response Email Responsive Mobile Email Personalized Landing Page Retargeted Display 1 2 3 4 Get into the mindset of individual needs
  9. 9. Start with core segmentation, then test into relevant conversations Physician Challenges Segmentation Opportunities Segment based on clinical messages and also enhance Emotional appeal to drive behavior change Resistance to change, can’t change, deep loyalty Be relevant and use CTAs, subject lines, content and informational offers to segment by interest groups Controversy and confusion are at all-time high Machine learning to contextualize the personalization - gather data and improve relevance of content Lack of time to keep current Fill in gaps in basic educationLack of foundational knowledge
  10. 10. And.. draw from over 1,000 variables to capture both known and anonymous customers to create further opportunities What we can “see” in the data What we would do What content increases relevance Geography (Via IP Address, Device ID) Perform look up for formulary status and patient demographics, local dynamic • Referral to localized speaker events, patient events, KOLs • Localize practice and patient imagery consistent with their location/demographic Specialty (B2B data) Determine what kind of health care provider. Priorities Specialty-specific messaging: • For PCP/ NP’s deliver clear/simple to consume messaging, drive to treat instead of refer • For specialties, establish brand via clinical data/evidence, Online Referring Sites On 1 st touch: Identify platform Tags to pull through rich data from 2 nd touch: Understand most relevant/recent data evaluated based on placed cookie • Deliver next best content offer based on where they came from • Return visit: Relevant content/zone based on last view - prioritize content they last viewed Rx Trending (connecting to PII via eMail or Registration) Deliver messaging to drive appropriate action (e.g., influence switching if trending generic) Prioritize content regarding favorable formulary status, patient reimbursement support, and clinical benefits Physician Rx Value (connecting to PII via eMail or Registration) Determine opimal offer of samples based on value; esp to those who are most responsive. Customize sample offer based on value of HCP; deliver specific segment messaging and offers KnownAnonymous
  11. 11. How can it be done? 2.4X Increase in lead to sale ratio. 49 %Decrease in cost per lead less than half cost per premium in display • Content: We produced 6 content campaigns delivered over 10 weeks with approximately 600 possible iterations of message, image and CTA • Context: As a result of contextualizing the message we increased personal relevance and drove significantly higher engagements • Connectivity: We connected display ads with relevant landing pages to connect the experience Personalized branding at mass scale
  12. 12. What we learned about delivering the future of brand experience 1. Contextualize the personalization 2. Start small then scale fast 3. Look for big ideas born from big data 4. Organizational design will determine competitive advantage 5. Leverage machine learning but never lose sight of good human judgment – this is about relationships View more information about the Future of Personalized Health Marketing: Insights that Drive High-Performing Experiences by visiting: http://bit.ly/15OWpvO
  13. 13. Thank You! merkleinc.com Questions? Croom Lawrence, Sr. Director, Digital, Merkle Health cmlawrence@merkleinc.com Twitter: @pharmastrategy

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