Key Digital Trends Pharma Marketers Need to Know - ePharma 2016
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Key Digital Trends Pharma Marketers Need To Know in 2016 February 29, 2016
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Transcript of Key Digital Trends Pharma Marketers Need to Know - ePharma 2016
Key Digital Trends Pharma Marketers Need To Know in 2016
February 29, 2016
Presenting TodayePharma 2016
Lauren BoyerChief Executive Officer
Tom HesposChief Media Officer
We’re a health-centric media firm that connects brands with consumers when and where they will be most receptive to messages
Key Digital Trends Pharma Marketers Need to Know
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A Common Investment Model – 70/20/10“Tried and True”• 70% of digital budget• Tactics you can
measure and track back to the business
“Showing Promise”• 20% of digital budget• Last year’s
“Experimental” that contributes to the business, but less measurably
“Experimental”• 10% of digital budget• Solid ideas we can’t
figure out how to measure yet (but will)
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First issue with “Experimental” tactics - Scale
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Second issue with “Experimental” – Industry Overpromising
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What Is Real and What Is Digital Hype?
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Programmatic Buying
Click icon to add picture
Programmatic Buying
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What Were We Promised?
• Increased labor efficiency
• Increased media efficiency
• Easy audience identification
• Quicker turnaround times
• More responsive media investment
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What Did We Get?• Crowded and
confusing landscape
• Concerns about fraud and viewability
• Undisclosed markups
• Poor ad environments
• Spooking patients or violating HIPAA with ad targeting
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What Can We Pull Out Of The Digital Hype?
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One Approach: Programmatic ContextualSupplement top publisher inventory with long tail web content
Works well for many audiences – patient, HCP, Payor, etc.
Cookieless and white hat
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Contextual targeting within support forums
CyberknifeExample
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Important Things to Remember
Insist on pricing transparency Tease out audience based on site, complexity of concept
Need contextual/conceptual data
Whitelists, whitelists, whitelists
A Different Approach
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Programmatic Buying
Click icon to add picture
Content Distribution
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What Were We Promised?
• Exposure for patient testimonials/KOL videos
• The ability to bring content to audiences, instead of the other way around
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What Did We Get?
• Sponsored content competing with Clickbait
• “If you build it, they don’t necessarily come.”
Click icon to add picture
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What Can We Pull Out Of The Digital Hype?
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One Approach: MultichannelTag and code assets properly for easy discovery and indexing by search engines (DAO)
Paid amplification plays a big role
Mix channels like YouTube and VOD with paid contextual video and social
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Starts with J&J’s blog, but doesn’t stay there
Multichannel helps drive social media
J&J Disease Awareness
Example
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Important Things to Remember
Don’t forget SEO and DAO Don’t limit video assets to web
Content assets must employ both push and pull strategies
Content competes across subject matter
A Multichannel Approach
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Programmatic Buying
Mobile
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What Were We Promised?
• Friction-free ways to engage HCPs and patients
• A display ad medium that reached light consumers of other media
• A new in-office medium
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What Did We Get?• Difficult app
discovery process, and room to use only 5-9 regularly
• Ubiquity, but difficult to reach people in a compelling manner
• Expensive in-office solutions with comparatively few players
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What Can We Pull Out Of The Digital Hype?
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One Approach: Align with Multichannel Consumption
Avoid unsupported apps. Support with paid media, as well as owned/earned.
Pay close attention to media consumption habits and adopt a cross-screen approach.
Consider in-office alternatives, like programmatic geofencing.
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Paid Media should amplify app discovery
Most DSPs and trading desks can extend TV reach
Many can geofence to reach HCPs
Health AppsExample
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Important Things to Remember
Mobile may represent your last chance to get a message in front of a patient or HCP prior to the appointment.
“Year of Mobile Health Data” is the new “Year of Mobile.”
Start with target media consumption habits
All apps need to be supported. If not, consider a partnership with an existing app.
Multichannel Consumption Approach
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Click icon to add picture
Q&A
