People-Based Marketing for Health

POWERING PEOPLE-BASED MARKETING

© 2016 Merkle. All Rights Reserved. Confidential2

What’s Old is New Again – People-Based Marketing

Name & Address Device & Person ID

Learn more about People-Based Marketing for Health. Click here to view the full on-demand webinar.

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Planning is also Moving from Panels and Cookies, to People

Known Audiences







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Rethink Programmatic as Platform Marketing (Tech/Data-Driven)

Personalized Ads and Content,

Cross-Device & ChannelPlatform Marketer







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Viewability is critical

Fraud is an issue

Ad blocking is on the rise

Consider the Emerging Realities of Programmatic

Winners will be those who use people-based data to effectively plan & target audiences in a high CPM world across screens/devices

50% + Programmatic Expected by 2017








Planning Should Start with a Focus on People

Media & Content PlansIntegrated Media/Content Planning

Demographics

Interests

Purchases

Life Stages

Audience

Site Selection

Device Usage

Competitors

Motivation

Brand

Products

Context & Content

LocationRelevance

CTA

Content

Journey Path

BrandMessage

Experience

Flighting

Product Promotion

Campaign

CPA / ROI Goal

Site Selection

Target Audience

Budget

Cross-device

Measurement

Performance KPIs

Attribution

Online to Offline

People-Based Cookie & Device ID-based Look-alikes/Audience Extension

Content/Creative

CRM








Cut Through Content Clutter

Everyone’s a Publisher of Content Today








Maximize Findability (SEO + Boosted Social Sharing)

64% of Internet traffic driven by organic search (Conductor)

Top 8 of 30 strongest search ranking factors are social

sharing related (SearchMetrics)








Leverage the Full Value of the YouTube Ecosystem…

Second-largest search engine

1 billion unique impressions each month! TrueView skippable CPV Ads

offer CRM matching/targeting

100 hours of video uploaded each minute

160mil + unique viewers per month

Earned Search Rankings Optimized Video Content Video Views

Ads PlatformContent HubSearch Engine








Reap the Rewards of Halo Value

10x 6%

lift in video engagement on

your YouTube channel

more viewsthanks to shares

10%

additional follow-on views

74%

lift on website visits!

76%

lift in relevant web searches

3x (172%) lift in

YouTubesearches

Source: Behavioral Lift Research with Millward Brown Digital; January 2014

TrueView ad views drive earned views & greater engagement








Pay Off Content Marketing Efforts with Patient Satisfaction

Answer Patients' Questions

Present Latest Research & Innovation

Offer Tips & Advice , Don’t Sell

Write Scannable Content

Tell Readers What to Do Next

Make It Findable & Shareable

Data








Test into Programmatic & Paid Social Safely

Balance Reach vs Quality Understand trade-offs between reach & quality. Focus on premium private marketplace buys for safety and control of your brand experience.

Start With Base TargetingLeverage contextual networks, native campaigns, and basic demographic data. Evolve to cookies and CRM matching if permissable.

Treat as SpecialtyUnique competencies and budgets required. Allocate budgets based on performance.

Leverage Mobile & Video Mobile is larger share of spend & access. Programmatic video grew 200% in 2015 vs. 2014. Maximize these formats!








Who’s Doing it Right in Healthcare and How?

To learn more about People-Based Marketing for Health, click here to view the full on-demand webinar.




