CONFERENCE NOTESMEDIAPOST’S FIRST-ANNUAL MARKETING HEALTH

Executive Summary | 40 ideas on how the latest digital shifts are changing opportunities and expectations for healthcare marketing

This week, we had the opportunity to attend MediaPost’s first

annual Marketing Health conference. Thirty-eight speakers –

including our own Ritesh Patel and Leigh Householder – from

the top agencies and brands in our industry took to the stage

to talk about big shifts in digital possibilities and fast-changing

consumer expectations. Inside, you’ll find a quick-scan

summary of the conference’s content, including short

stories, big data points, memorable quotes and even a

few share-worthy charts.

MULTISCREEN SHIFTNew expectations across devices

"The tablet is what we use at the end of the day.” It's all about understanding the context as these devices are being used for different things

throughout the day. – Ritesh Patel, Global Head of inVentiv Digital + Innovation, inVentiv Health

Multi-screen behavior throughout the day

HCP professional tablet usage follows the consumer trend and spikes in prime time

Healthcare has the fourth highest number of mobile-only users

Ahead of movies, music, technology games, news, social, retail, and more. – Comscore, 2013

The more access you have the more you use. Adding mobile increases time spent online by 10% and 12% more for health – Comscore

"How many of you stay on a site where you have

to pinch and zoom? None of you and yet our industry is the biggest

perpetrator of it.” – Ritesh Patel

“You MUST be discoverable by

mobile search to be successful in health”

– Howard Hunt, Executive Director,

Meredith Xcelerated Marketing

1:2 device minutes is spent on mobile

– Comscore

An evolving expectation

Mobile is now tablestakes

Health is outpacing overall internet growth

In a given month 169 million people in the U.S. access health content online - that's 70% of users every month – Comscore, 2013

SOCIALHEALTHChanging role of community in care

"People are looking for somewhere to help. These (patient communities) are places they can find like-minded people."

– Ritesh Patel

His prediction: Patient communities will thrive in 2014, 2015

Social is an intensely value-driven environment. They call it earned media for a reason.

– David Kopp, EVP/General Manager, Healthline

The value of social media is often amplified

in a crisis. The news media doesn't know what's going on, but the hospital itself is able to get a lot of

information out very quickly. – Kriste Goad,

CMO, ReviveHealth

"The big win is when you can incorporate branding without it

being entirely about your brand."

– Carrie Kerpen

"Make sure your advertising is contribution, not interruption" – David Kopp

Brands in social

Be authentic and native

Earning relationships in social media

Medtronic didn’t compete with babies

Carrie Kerpen, CEO, Likeable Media, kicked off this panel with a straight-talk point of view about Facebook: When you post branded information in Facebook’s timeline, “you're competing with my friend’s baby, you're competing with the most personal things.”

When Medtronic engaged in social media, she said, they used a more native strategy. “People don't want see you talking about a brand next to pictures of their friends’ babies. But they do want to see the story about how their friend's baby got to take a long airplane ride because he didn't have to stop for an injection.”

Medtronic devoted its timeline – and its promoted posts – to sharing the stories of its customers and the moments when they say real change in their lives.

It's about the light touch of moderation – in most social media environments today, moderation is a thief. If you see something happen and you think eh, that's not good, just let it go away. It will slide right down the newsfeed. We don't get hung up on those little eventsand trust they'll disappear in the community.

– David Kopp, EVP/General Manager, Healthline

Most controversial statement

One panelist’s claim ignited Twitter conversation

Article the speaker, Maria Tazi, @iAMhealthcare, recommends: http://nyr.kr/1lKSB0Y

MEDIAMASTERYNew strategies, proven approaches

“IF WE CAN MODEL AN EXISTING PATIENT GROUP AGAINST A BROAD CONSUMER GROUP, WE CAN  IDENTIFY PROXY ATTRIBUTES TO FIND LOOK ALIKES. It's not as precise, but it helps us scale because not everyone goes through WebMD." – Matt Henry, VP, Healthcare, Audience Partners

Finding the factory workers

Targeted media for targeted launch

"One example, at Teva, we launched Nuvigil for shift work disorder. 900,000 people are affected. We started broad with national radio.”

“Then targeted based on propensity toward shift work in a city, managed care coverage, salesforce coverage, etc. In digital, we used aggressive media and leveraged employment history and other key data to create a ‘push’ strategy designed to educate people who probably weren't aware of the disease.” tRx really started to climb when they created a hyper-local experience on mobile. “Geofences built a 200-yard radius around factories and let us serve targeted messages to the most likely shift workers."

– Michael Baliber, SVP, Director of Media Strategy, Interpublic's ID Media

Media shifts

High tech, low tech, targeted

"Growth right now is very specialty focused. That's leading us down a path – from a media perspective – of being very targeted

to get to the right patient"

– Michael Baliber

“We use geo-targeting quite a

bit. At conferences and the hotels the doctors stay in." – Ken Begasse

Chief Strategy Officer, Concentric Health

Experience

70% of patient recruitment is

still direct mail – Matt Henry

MOBILE IS WHERE THE RETURN IS

Web In App Tablet

Average digital banner click thru rate: 0.07% Average mobile banner click thru rate: 0.61%Average tablet banner click thru rate: 0.91%

Mass vs. Personal

One team’s Big Data Cautionary Tale

Adam Stalker, National Digital Director, Enroll America, was part of the team charged with getting millions of uninsured Americans access to healthcare through the insurance exchanges. Their first challenge: Finding them. They started with third-party data and then built their own model with a survey of 10,000 people. That model let them score every individual in the U.S. based on their likely insurance status. The strongest predictors turned out to be age, gender, race, income and voting history.

Two-thirds of them lived in 12 states and half lived in just 114 counties. The research also told them that awareness wouldn't be enough. The level of understanding about the law in these communities was incredibly low. People didn't understand the deadlines, the requirements, the ability to get financial help.

The Get Covered America campaign launched in specific ZIP codes in 10 states. Field teams knocked on doors in neighborhoods with high uninsured scores. They also launched a personalized paid media campaign that relied on cookies believed to identify people who are uninsured. Within weeks, Stalker said, "we realized we horribly misaligned our budgets. We were letting data drive our strategy instead of informing it." 

It was time to go back to basics.

Mass vs. Personal

One team’s Big Data Cautionary Tale - continued

Stalked explained that they failed to prioritize some of the basic direct response mechanisms to fill the bucket. "We're a brand that nobody's heard of and we need to get in front of as many eyeballs as possible to have as many conversations as possible.”

Higher volume and lower cost media was that bucket filler. They targeted full zip codes that had high uninsured scores – places where literally 50 – 60% of people are uninsured. Paid search and social earned leads and retargeting to website users helped them sign even more people up for email and information. Once the bucket started filling, Get Covered America recreated their successful door knocking model online with a personalized marketing loop that got smarter as it learned more. Each lead got emails, phone calls, even personal visits to help them learn more about the exchanges. 

Early results: 1 million email opt-ins in the 10 targeted states

Stalker's recommendation to other brands is to know your audience first:  "Is it hard to reach them? Or are they really readily available?" For Get Covered America, 3/4 of that lead bucket could be filled by maxing out the mass, low-hanging fruit opportunities until the marginal return was no longer efficient. Only then did they need to turn to big data to get that one-to-one personal marketing with lower volume and higher cost.

“We have a client that markets a bowel prep. There's lots of discussion online about what kind of prep to use because that experience is pretty terrible. The doctor is the ultimate gatekeeper in that decision, but we couldn't get to them.

Online we were able to activate the consumer to request a particular brand of prep. It's led to equaling out the budget between professional and consumer.”

– Ken Begasse

CONTENTMARKETINGChanging healthcare’s point of connection

“Our industry is underinvested in content.” Ironically it's a data rich world, but to access that data you have to have a stronger quid pro quo in terms of the digital lifestyle. – Michael Baker

Q: Has what we're trying to accomplish in advertising to healthcare consumers changed? What's the new goal or gold standard?It has changed, especially in chronic disease care. Our brands are so often focused on marketshare, on beating the competition. But the competition isn't always other brands. It's lack of knowledge, lack of motivation, inaction. Our new opportunity in these digital spaces is overcoming years of inaction, inspiring new commitments and bringing people off the sidelines. For marketers, I think that means two new metrics:

1. Answered questions: Number of times we were there at that "new year's resolution moment" to answer a question typed into a website or Dr Google with valuable information and inspiration

2. Consumer engagement: Earning time and attention with those experiences that people are compelled to explore

Beyond those measures, it also means a double bottom line for healthcare. Marketing goals, yes. But also outcome goals focused on the change we make in people's lives: people who came off the sidelines, speed to treatment, etc.

– Leigh Householder, Chief Innovation Officer, GSW, @leighhouse

Question | Has what we're trying to accomplish in advertising to healthcare consumers changed? What's the new goal or gold standard?

"Having a therapy follow you around is very different than a pair of shoes"

Michael Baker, CEO, DataXu

"Regulations draw a line between sensitive diseases and not sensitive ones. If you're selling an over the counter therapy for the flu or allergies, all these smart hyper-targeted strategies are in play. For the more sensitive disease states, marketers are using more look-a-like modeling. It's almost a compliance strategy in itself. It is anonymous data – we don't know who these people are – and its not determinedly linked – just an inference we're making.”

– Michael Baker

Q: Has what we're trying to accomplish in advertising to healthcare consumers changed? What's the new goal or gold standard?We start with our client's segmentation data to understand the demographic and psychographic attributes they know about their customers. The we fuse that with third-party data to find targetable groups of customers with similar preferences. If that segmentation data is a pond, we're looking for the puddles of like-minded people who prefer the same kinds of digital media, are influenced by the same authorities, or use the same digital destinations.

Those new attributes and subgroups let us look across tens of millions of websites to find more people like them, "look alikes" who are likely to also be interested in the product or message. An additional layer of analysis lets us understand what kind of content each sub group or puddle in our segmentation pond wants right now based on popularity and velocity.

That's the foundation of content marketing – small groups with allied interests and preferences who we can deliver content to through paid and earned media.

– Leigh Householder, Chief Innovation Officer, GSW, @leighhouse

Question | How are marketers gathering consumer intelligence and leveraging data to build a 360 view of their consumers?

Memorable quotes

Planning for the newly insured“The lexicon of healthcare is difficult even for college educated people to understand” – Olivia Banyon, Founder, EVP/Managing Director, Quality Matters

“The patient doesn’t care how much you know unless she knows how much you care” – Alice Chen, MD Executive Director, Doctors for America

“Many of these new enrollees have never encountered a healthcare professional in the U.S. There's a lot of baseline education to be done."

– Olivia Banyon

CREATIVITY IN HEALTHCAREChallenges to changing experience in our changing world

There's a real DNA cultural disconnect between healthcare and creatives.

Mark DiMassimo, CEO and Founder, DiMassimo Goldstein, passed on this analogy that had been shared with him:

There are two kinds of people: what's right people and what's wrong people. Creative people are what's right people. They want to see something they love, be completely convinced, feel excited about the solutions.

But, who do you want flying your airplane? A what's wrong person. A what's wrong person looks for the aberration, they look for a problem. Diagnosticians do, too. They look for all the possible flaws, even in a  creative presentation. They want to feel they did all their due diligence and in the end they want to believe they've made the least wrong decision, at least for now. That's very unsatisfying for creative people.

“Marketing tends not to have the right seat at the table from a leadership standpoint. If you see a CMO in healthcare, it's more likely to be a chief medical officer than a marketing one. 

You don't have an executive level champion for creativity. Instead, it's evaluated by people charged with mitigating risk.”

– Tim Roberts, Creative Director, Franklin Street

“I have no interest in finding out my patients

sleep patterns for the last three years or 24 hours of their temperature data. I don't know how I’d use it and I certainly don't

want to be sued for missing a temperature

spike three weeks ago.”

– Florida physician’s comment to David Shronk,, comScore inc.

"I remember 10 years ago seeing teenagers in

Japan playing video games on their

cellphones and thinking it was the dumbest thing I ever saw. Now I do it

every day." – Matt Henry

”As healthcare marketers, we try to

move people from a more passive role in their healthcare – an unempowered state

– to being a real decision maker.

– Mark DiMassimo

– Olivia Banyon, Founder, EVP/Managing Director, Quality Matters

Applause line of the day

“We as marketers need to make a commitment to simplicity in healthcare. Especially in digital where there's no personal and human connection.”

#MPMKTG

For more, check out the conference hashtag:

TALK TO US

To discuss this report live, please contact Leigh Householder at 614-543-6496 or leigh.householder@gsw-w.com.

Visit us as GSW-W.comOr HealthExperienceProject.com