February 29, 2016

February 29, 2016
ePharma 2016
Presenting Today
Lauren Boyer
Tom Hespos
Chief Executive
Officer
Chief 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
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
Programmatic
Buying
9
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 Contextual
Supplement 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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Example
Cyberknife

Contextual targeting within
support forums
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A Different Approach
Important Things to Remember
Need contextual/conceptual data
Whitelists, whitelists, whitelists
Insist on pricing transparency
Tease out audience based on
site, complexity of concept
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Programmatic
Buying
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.”
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What Can We Pull Out Of The Digital
Hype?
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One Approach: Multichannel
Tag 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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Example
J&J Disease
Awareness


Starts with J&J’s blog, but
doesn’t stay there
Multichannel helps drive
social media
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A Multichannel Approach
Important Things to Remember
Content assets must employ both
push and pull strategies
Content competes across subject
matter
Don’t forget SEO and DAO
Don’t limit video assets to web
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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 inoffice 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
Pay close attention
Avoid unsupported
apps. Support with
paid media, as well
as owned/earned.
to media
consumption habits
and adopt a crossscreen approach.
Consider in-office
alternatives, like
programmatic
geofencing.
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Example
Health Apps



Paid Media should amplify
app discovery
Most DSPs and trading
desks can extend TV
reach
Many can geofence to
reach HCPs
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Multichannel Consumption Approach
Important Things to Remember
Start with target media
consumption habits
All apps need to be supported. If
not, consider a partnership with
an existing app.
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.”
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Q&A
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