Personalized HCP Marketing: How to Create More Impactful Brand ExperiencesCroom Lawrence, Sr. Director, Merkle Health
Twitter: @pharmastrategy
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© 2015 Merkle. All Rights Reserved. Any and All Content in This Presentation is Copyrighted.
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3
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
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
Mobile A
1
Life
CONNECTIVITY
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
6
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
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
7
Challenge: Oversaturation of every single moment
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
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
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
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
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
Thank You!
merkleinc.com
Questions?
Croom Lawrence, Sr. Director, Digital, Merkle Health
Twitter: @pharmastrategy
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