BRANDED CONTENT & HEALTHCARE:OUR STORYWilliam Martino Global Client Lead, Wunderman Health @Wunderman @wmartino

ContentMarketing

HealthcareMarketing+

AUDIENCE

AUDIENCE

BRAND

AUDIENCE

BRAND RELEVANCE

AUDIENCE

BRAND RELEVANCE

CATEGORY

AUDIENCE

BRAND RELEVANCE

CATEGORY MLR

AUDIENCE

BRAND RELEVANCE

CATEGORY MLR

COMPETITIVE

AUDIENCE

BRAND RELEVANCE

CATEGORY MLR

UXCOMPETITIVE

AUDIENCE

BRAND RELEVANCE

CATEGORY

TECHNOLOGY

MLR

UXCOMPETITIVE

AUDIENCE

BRAND RELEVANCE

CATEGORY

TECHNOLOGY

MLR

UXCOMPETITIVE

CULTURE

EditorialContent

BrandedContent≠

1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn

Client Agency+

+

Constraint Freedom+

Science Art+

Source: Living Well Segmentation

AUDIENCE SEGMENT

Source: Living Well Segmentation

AUDIENCE SEGMENT

ATTITUDINALSEGMENT #1

ATTITUDINALSEGMENT #2

HEALTH ATTITUDESEGMENTATION

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

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

Patience Drive+

21%

79%Branded Non-Branded

Source: Adobe Analytics

56%

44%

Branded Non-Branded

Source: Adobe Analytics

56%

44%

Branded Non-Branded

Source: Adobe Analytics

78.01% 84.06%

Do Learn+

0.15% 0.09%vs.KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES?

DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES

0.15% 0.09%vs.KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES?

DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES

0.22% 0.15%vs.5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW

DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?

0.22% 0.15%vs.5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW

DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?

0.12% 0.19%vs.ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU

IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?

0.12% 0.19%vs.ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU

IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?

1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn

Differentiate

DifferentiateTrust

DifferentiateTrustLoyalty

THANK YOUWilliam Martino Global Client Lead, Wunderman Health @Wunderman @wmartino