Branded Content & Healthcare: Our Story
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Transcript of Branded Content & Healthcare: Our Story
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BRANDED CONTENT & HEALTHCARE:OUR STORYWilliam Martino Global Client Lead, Wunderman Health @Wunderman @wmartino
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ContentMarketing
HealthcareMarketing+
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AUDIENCE
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AUDIENCE
BRAND
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AUDIENCE
BRAND RELEVANCE
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AUDIENCE
BRAND RELEVANCE
CATEGORY
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AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
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AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
COMPETITIVE
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AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
UXCOMPETITIVE
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AUDIENCE
BRAND RELEVANCE
CATEGORY
TECHNOLOGY
MLR
UXCOMPETITIVE
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AUDIENCE
BRAND RELEVANCE
CATEGORY
TECHNOLOGY
MLR
UXCOMPETITIVE
CULTURE
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EditorialContent
BrandedContent≠
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1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn
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Client Agency+
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+
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Constraint Freedom+
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Science Art+
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Source: Living Well Segmentation
AUDIENCE SEGMENT
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Source: Living Well Segmentation
AUDIENCE SEGMENT
ATTITUDINALSEGMENT #1
ATTITUDINALSEGMENT #2
HEALTH ATTITUDESEGMENTATION
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Source: Living Well Segmentation
AUDIENCE SEGMENT
ATTITUDINALSEGMENT #1
ATTITUDINALSEGMENT #2
FINANCE COOKING
TRAVEL COMPANY INFO
ENTERTAINMENT
ELECTRONICS
SOCIAL NETWORKING
CAREER
NEWSONLINE SHOPPING
HEALTH & FITNESSWEATHER
HEALTH ATTITUDESEGMENTATION INTERESTS
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Source: Living Well Segmentation
AUDIENCE SEGMENT
ATTITUDINALSEGMENT #1
ATTITUDINALSEGMENT #2
FINANCE COOKING
TRAVEL COMPANY INFO
ENTERTAINMENT
ELECTRONICS
SOCIAL NETWORKING
CAREER
NEWSONLINE SHOPPING
HEALTH & FITNESSWEATHER
HEALTH ATTITUDESEGMENTATION INTERESTS WEB BEHAVIOR
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Patience Drive+
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21%
79%Branded Non-Branded
Source: Adobe Analytics
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56%
44%
Branded Non-Branded
Source: Adobe Analytics
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56%
44%
Branded Non-Branded
Source: Adobe Analytics
78.01% 84.06%
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Do Learn+
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0.15% 0.09%vs.KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES?
DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES
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0.15% 0.09%vs.KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES?
DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES
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0.22% 0.15%vs.5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW
DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?
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0.22% 0.15%vs.5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW
DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?
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0.12% 0.19%vs.ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU
IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?
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0.12% 0.19%vs.ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU
IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?
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1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn
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Differentiate
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DifferentiateTrust
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DifferentiateTrustLoyalty
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THANK YOUWilliam Martino Global Client Lead, Wunderman Health @Wunderman @wmartino