Developed for Presented by
Chris ColellaDavid
Weinroth
Date
September 17, 2013
HCP Solutions for Superior ResultsBrought to you by the leaders in desktop and
mobile
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• AdRx Media HCP Overview
• The AdRx Media/Greystripe cross-device solution
• Creative executions and ideas for Saatchi
• Next steps
Agenda
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GREYSTRIPE MEDIA
Two category leaders | One unified platform
90%Visit our HCP network at least
once a week… HALF (51%) visit at least once a day.
2.3MMNumber of healthcare
practitioners, technicians and support staff that we reach each and every month on our network
50+ Properties tailored to medical professionals including EMRs,
reference, prescribing information, medical journals & industry news
500+Health-focused mobile apps
PC DISPLAY MOBILE
Source: Internal & Publisher Reported Data
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Run unique ad formats and creative executions across a highly targeted audience to efficiently reach:
• 50+ specialties• Hospitalists• Nurses, EMT, Technicians• Elderly Care Workers
20%
20%
15%10%
9%
8%
6%
5% 5% 4%
PCP/GP/InternistPsychiatristOncologistEndocrinologistCardiologistOB/GYNPain SpecialistPediatricianPulmonologistRheumatologist
Cross Platform: Desktop Display, Mobile, Social and Video
Engage & Educate Healthcare Professionals
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S P E C I A L I S TTA R G E T I N G
Contextually target HCPs seeking information about a condition, treatment or medication
Media tactics that keep up with the ever growing challenge of reaching professionals
Retarget physicians who engaged with your brand, but didn’t complete the desired call to action
Provide us with your target HCP list and we’ll anonymously match it against our database of 212 million users
Build long-term relationships through two-way dialogue with HCPs
P H Y S C I A N M AT C H I N G
S O C I A L M A R K E T I N G
S I T E & E M A I L R E TA R G E T I N G
Go mobile with high impact rich media and flash ads compatible with all smart phones and tablets.
M O B I L E
AdRx Solutions That Break Thru the Clutter
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Specialist Targeting
SPECIALTY TARGETINGTarget content areas pertaining to a certain health condition or specialty to effectively reach HCPs who are seeking solutions and information for their patients’ health.
QUALITYHighly specialized HCP targeting and healthcare professional targeting across our small network of publishers keeps inventory quality high and allows us to offer premium, placement opportunities.
HCPs are authenticated via the AMA database
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Physician Matching
We provide one to one messaging to Doctors within your preferred specialty through our Physician Matching solution
DEFINING THE TARGET
STEP 1
Provide us with your target list
We send it to a 3rd party to anonymously match against our database
STEP 2 STEP 3
AdRx finds that HCP & engages with a relevant ad
Social Marketing within the HCP Community
The biggest influence on a physician’s decision to prescribe a drug treatment is a personal recommendation from a trusted colleague - Source: Manhattan Research, Taking the Pulse ® v11.0, 2011
The “FACEBOOK” FOR PHYSICIANS
Over 40k hours, 2.3mm posts and 118k conversations take place per month on Sermo among verified and credentialed physicians
Physicians collaborate on cases and exchange observations to improve patient care.
Brands are provided the opportunity for targeted engagements withthese physicians by using promotional and market research products
100% HCP Focused• 200,000 verified and credentialed physicians
• 68 specialties
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Taking Part in the Conversation: Sermo Campaign Components
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Proprietary social health gaming platform where HCPs compete with their global peers to predict brand centric future events
DOC TANGO: LEVERAGES COMPETITIVE NATURE OF MDs
Engage with physicians with new clinical data, patient cases, and trial designs. Brand’s KOL can introduce topics & receive feedback from doctors
COMMUNITY POSTS: SHAPE THE DIALOG
Be Top-of-Mind: Target a specific specialty and follow those physicians throughout their entire engagement on Sermo to support the brand’s key objectives.
SPECIALTY SPOTLIGHTS: GUARANTEED EXCLUSIVITY
Fully Customizable Content: Highlight key data and messages through a dedicated brand page
BRAND PAGES: eRESOURCE FOR YOUR BRAND
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Let’s talk Cross-device
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• 86% of HCPs use smartphones in their professional activities
Why Cross-Device Matters: Quick Facts
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53% of HCPs use tablets at work
100% use desktop/laptop computers
The percentage of HCPs that use all three screens (aka - digital omnivores) is currently 47% and is predicted to shoot up to 82% in 2014
Source: epocrates August 2013
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United DMP with industry’s richest audience and device data
Visitor activity across tens of thousands of sites
ValueClick Browsing Data
Click activity across 18,000+ monthly campaigns
ValueClick Interaction Data
HCP activity across the AdRx HCP Platform
AdRx Site Audience Data
Millions of anonymized online purchase events
$8B in CJ Transaction Data
Content, apps, views, completions
Mobile Engagement Data
Impressions and clicks in app and mobile web
Mobile Interaction Data
Geo regional mapping and IP historyLocation Data
User device, platform and software information
Device & Platform Data
50 MILLION CROSS DEVICE PROFILES
390 MILLION TRACKED DEVICES
70,000 AUDIENCE BEHAVIORS
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Digital’s best step-by-step process for device-to-user matching
• Linkage across MULTIPLE IP addresses and connection patterns in the device data profiles
• Proven 80% accurate – highest in the industry
• Apple: Greystripe SDK harvests IDFA to unite all app usage to a single iOS device
• Android: Greystripe SDK links all app usage to one device
• Browser cookies track desktop and mobile web browsing
• DMP collects activity history for each tracked device
• Average of 200 profile items per device• Goes beyond household connections most
vendors use
Greystripe SDK and advanced technology enable us to ID device every time we see it
A Rich device-level profiles created based on connections, browsing, past purchases
B Statistical model unites device profiles to a user with industry’s best accuracy
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• Identify real-time patterns that help us connect devices to users with remarkable accuracy
Advanced model to take matching from HH to user level
- Device usage patterns- Browsing behaviors
- Purchases- Simultaneous device usage
- IP connection history- Content consumption
Exclusive Rich Media ADherance
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Reproduce interactive display units with identical functionality in mobile
ISIs: auto-scroll or scrollable In-unit video:
Auto-start or user-initiated Short or long form
Condition-specific index targeting Interaction and engagement metrics Complimentary brand lift studies
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The Full-Screen Leader
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According to Harris Interactive, nearly half of all mobile banner clicks are unintended
Full-screen ads from Greystripe have been shown to deliver a 5x increase in post-click conversions*
Only Greystripe’s full-screen ads feature a unique Click Protection Menu that eliminates accidental clicks and delivers 100% intended actions!
User-Flow Example
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Expandable User-Flow Example
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Tablet Static Ads
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• Full suite of campaign reporting• Device usage insights for the brand audience• All analysis and insights delivered turnkey
Turnkey cross-device performance measurement and insights
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• Key drivers of improved performance: – More complete user profile/targeting– Reaching the same user across different devices– Ability to track users as they jump across devices to complete a task
ValueClick Media/Greystripe deliver superior performance
Average Engagement Rate
Average Conversion Rate
5.4X
1.0
Single Device
Cross-Device
Single Device
Cross-Device
1.0
3.4 X
Source: ValueClick, 2013