laura martin - comscore keynote "tracking healthcare consumption online" at the ideagoras conference

8/14/2019 Laura Martin - ComScore keynote "Tracking Healthcare Consumption Online" at the Ideagoras Conference

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1 comScore, Inc. Proprietary and Confidential.

Social Media in Healthcare and Wellness Conference

Tracking Healthcare Consumption Online

Presented by:

Laura Martin-Aguirre, Country ManagerOctober 21st , 2009


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omScore uses a platformhat helps its customers-ake better informedusiness decisions andmplement more effectiveigital businessstrategies omScore measures theontinuous onlinectivity of 2 millioneople globally who haveranted explicitermission to onfidentially measureheir Internet usage

patterns omScore s products andolutions provide itsustomers deep insights,nto consumer behavioroth online and offline

60 iew of Consumer Behavior

ediaExposure

nlineTransactions

earchBehavior

Demographicsife Stages

treamingVideo

eb Visitingnd Viewing

bout comScore


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Agenda

The State of Healthcare Online

Case Study: Healthcare Campaign in Social Media

Summary
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Over 250m Users Globally Visit Health Sites Per Month

Source: comScore Media Metrix (Aug 2009)
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Europe Shows Considerable Growth Over Last 15 Months


2%

81%

28%

16%

85%

Jun 08 Aug 09 Growth


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Spain Shows Considerable Growth Over Last 15 Months (+230%)


131%

49%

163%

12%

230%

Jun 08 Aug 09 Growth


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Online Health Sites Have Highest Penetration In US

http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des


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Spanish Healthcare Visitors Peaks After GlobalSwine Flu Outbreak

http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://images.google.co.uk/imgres?imgurl=http://www.istockphoto.com/file_thumbview_approve/9259032/2/istockphoto_9259032-swine-flu-epidemic-headline.jpg&imgrefurl=http://www.istockphoto.com/stock-photo-9259032-swine-flu-epidemic-headline.php&usg=__4qvNcPrlCT4d7rPWqAHLvJ8fDzA=&h=285&w=380&sz=57&hl=en&start=5&um=1&tbnid=VvMQorHR8xkFmM:&tbnh=92&tbnw=123&prev=/images?q=swine+flu+headline&hl=en&lr=&sa=N&um=1http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des


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Demographic profile by age

http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des


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Demographic profile by age and gender (males)



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Demographic profile by age and gender (females)

http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAg


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http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des


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http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des


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Agenda



Summary


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Leading Personal Care Brand MySpace Moving ProductOff the Shelves

A Case Study

Proving Social Media Advertising Works For Health Brands


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MySpace Campaign and Study Objectives

Introduce the Personal CareBrand to consumers of variousages across MySpace

Create an experience that allowsPersonal Care Brand consumersto interact with the brand in afun, unique, way

Raise awareness around the newproduct

Measure the impact of thePersonal Care Brand MySpacecampaign both online andoffline

Brand Awareness,Perceptions InternalStudy

Offline purchasebehavior comScore/dunnhumbymatch panel

Visitation to MySpace ad

community pages,advertiser site, and sitesin the advertiserscategory comScorepanel

MySpace Campaign Objectives Study Objectives


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Methodology: Observing Ad Exposure and Online Behaviors in thecomScore Panel

Unexposed to Ads(Control Group)

Exposed toCampaign Ad(Test Group)

What is the difference in online behaviors of those exposed vs.

not exposed to the Advertisers Campaign?

Campaign Dates: March 17th June 1st , 2008Post Campaign Period: June 2nd - July 1st , 2008

Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,U.S. only


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Personal Care Brand Campaign Results on MySpace

Of the 76.9MM exposed to the Personal Care Brand campaign on

MySpace over a three month period,over half were exposed 1-4 times

Campaign Dates: March 17, 2008 June 1, 2008Post Campaign Period: Through July 1, 2008Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,U.S. only


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Campaign Reached a YoungerMass Audience

Personal Care Brand campaign reached young mainstream shoppers

People exposed to the campaign are 22% more likely to visit and spend 106% more timeon social networking sites than the average internet user

Based on MySpace householdsSource: ComScore Dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,U.S. only


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ift ignificant at 90%ignificance levelirectional Lift notsignificant** ift not large enough to be statisticallyreliable-- - Unchanged

Brand Metrics Increased Significantly Following MySpace Campaign:Results of Consumer Surveys

Measure .Pre vsCampaign

%

*Lift.Pre vs

Post% *ift

arent Brand Awareness( )naided %1 ^ %^- ( )ub brand Awareness Aided %4 %3ery Favorable Opinion of( -ersonal Care Brand Sub)rand --- %1sage of Personal Care Brand( - )ub brand %1 %17-ntent to Purchase Sub brand %8 ---

Q: When thinking about [specific category], what brands come to mind?* lift over pre-period^ Significantly higher than comScore brand-lift norms of 3.3%Source: MySpace Internal. Consumer Insights - Research and Strategy Solutions (June 2008) US Only


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ROI = 28% Return Above the Total Campaign Spend

Spend = $1MM; Net return = $280,000;Plus: increased customer life time value

Incremental value toParent Brand amongthose exposed to thecampaign, was$.05 per HH

Total additional sales

among those exposed25.6MM * $.05

Lift in Sales/HH

Sales/HH = (Total Brand sales/Total ExposedMySpace HHs) (Total Brand sales/Total Control HHs)*ROI Calculation for sub-brand based on directional impacts, not Statistically significant


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Agenda



Summary


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Summary

Healthcare content consumption online is growing globally, with 28% more

unique visitors in Europe now than 15 months ago

Healthcare organisations are already using social media for displayadvertising, with almost 700m impressions delivered on these sites inthe US in July alone

The case study demonstrates the power of advertising on social mediasites for influencing consumer purchasing patterns


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Thank You

Laura Martin-Aguirre

Country Manager

[email protected]
mailto:[email protected]:[email protected]

laura martin - comscore keynote "tracking healthcare consumption online" at the ideagoras conference

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