Personalized HCP Marketing: How to Create More Impactful Brand Experiences

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Personalized HCP Marketing: How to Create More Impactful Brand Experiences Croom Lawrence, Sr. Director, Merkle Health [email protected] Twitter: @pharmastrategy

Transcript of Personalized HCP Marketing: How to Create More Impactful Brand Experiences

Page 1: Personalized HCP Marketing: How to Create More Impactful Brand Experiences

Personalized HCP Marketing: How to Create More Impactful Brand ExperiencesCroom Lawrence, Sr. Director, Merkle Health

[email protected]

Twitter: @pharmastrategy

Page 2: Personalized HCP Marketing: How to Create More Impactful Brand Experiences

Merkle: An Integrated Performance Marketing Agency Health strategy, media, creative, analytics, big data and cloud technology

140+Customer Marketing Databases

$650MMMarketing Spend Management

370+Search

Professionals

$10 Billion2014 Measured Media

3rdGoogle Rank by Media

Spend

$90mmHealth Agency Fees

3.7 Billion 1st Party Customer Records

650+ Marketing Tech Professionals

250+Advanced degreed statisticians

100+ Creative Professionals

40Creative Clients

600+ Digital Marketing Pros

14+Proprietary Ad Tech Apps

150Health RM Programs

Top 20 Digital Agency Advertising Age 2014

© 2015 Merkle. All Rights Reserved. Any and All Content in This Presentation is Copyrighted.

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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

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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 bringthe two together

in media and channels

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For the first time ever.. contextual relevance

Timing /

frequency PlatformDevice /

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

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The 3C’s Approach

CONNECTIVITY

Desktop Phone Tablet TV

CONTEXT CONTENT

Watching football on TV has phoneAwareness TV Spot andTwitter 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

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Our applied knowledge

of the patient and the physicianEvery asset we have to put in front of the

patient and physician

When we bring

the two together

in media and channels

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BEFORE 9AMCheck email

Read med news

MORNINGGrand roundsStaff meeting

NOONLunch

Sales rep visit

AFTERNOONPatient consult

Office hours

AFTER 5PMDinner 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 withpatients 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 factsAnytime, 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

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Challenge: Oversaturation of every single moment

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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 MobileEmail

Personalized Landing Page

Retargeted Display

1 2 3 4

Get into the mindset of individual needs

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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

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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 1st

touch: Identify platform Tags to pull through rich data from

2nd

touch: Understand most relevant/recent data evaluated based on placed cookie

• Deliver next best content offer based on where they camefrom

• Return visit: Relevant content/zone based on last view -prioritize content they last viewed

Rx Trending (connecting toPII 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

Kn

ow

nA

no

nym

ou

s

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How can it be done?

2.4XIncrease 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

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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

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Thank You!

merkleinc.com

Questions?

Croom Lawrence, Sr. Director, Digital, Merkle Health

[email protected]

Twitter: @pharmastrategy