Do we need a healthcare awards show?

Health_AwardsWith all but one or two award shows done and dusted for the year, I can honestly say that I have been delighted to see the standard of creativity in healthcare grow from strength to strength. It’s been inspiring, but at the same time it’s been frustrating.

Recently I judged at one of the major healthcare award shows along with some of the industry’s best—people I respect deeply.

We had some interesting conversations around a few of the entries. The main discussion point being, is this really health?

Saving dogs, a hashtag for mums about how amazing their child is, helping hungry people or recruiting medical staff for the armed forces—for me seems broader than health or not even health at all.

We did discuss the fact that it lifted the game in terms of thinking and execution, but it was acting as a guide stick of where we need to be rather than being a true health entry.

But do these types of entries make the interactive visual aid that has been under the red pen of medical advisors feel boring? Does it make the print ad idea that has made it through the treacherous journey of a pharmaceutical marketing department and research group feel flat? Does it make the medical education program that the regulatory body has scrutinised to the inch of its life look dull?
The answer is yes.

There is no place for pharmaceutical work in a current healthcare awards show. If it isn’t bringing you on the brink of tears or changing the world as we know it, it won’t get a real look in. It will be blindsided.

So should we have a healthcare awards show? Why not simply have a health category in the mainstream shows?

Think we know the answer to that one.

The bigger question is (and part of the reason why award shows were there in the first place), how are we going to lift pharmaceutical communications to a better standard? How are we going to inspire true healthcare agencies that live and breathe health every day?

I believe they deserve to be judged in a very different way.
The idea and great execution, without a doubt should be there. But pharmaceutical communications goes deeper than that. It’s the strategy that creatively and intelligently weaves its way through the minefield of regulations and treatment indications. The medical writing that’s taken highly scientific information and made it code-compliant yet highly persuasive to a cynical physician.

So with all this in mind, I believe we do need an awards show for healthcare, but it has to be very different from the shows we currently have. They are mostly celebrating work that’s for the good of man (or animal) kind and I believe you could tack anything to that and call it health.

Pharma is a weird and wonderful world and a very specialised one, so when it comes to judging creativity, should it not be seen through a slightly different lens?

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Also posted in advertising, agency life, awards, behavior change, Branding, Creativity, Culture, Design, Great Ideas, Health & Wellness, Healthcare Communications, Innovate, Marketing, Media, Medical Education, Medicine, Pharmaceutical, Physician Communications, Strategy | Leave a comment

Pitch Perfect?

Pitching Blog Image 170x127“Teamwork is what the Green Bay Packers were all about. They didn’t do it for individual glory. They did it because they loved one another.”

-Vince Lombardi


Well, it’s football season, so what better way to start things off than with a coach who understood the roots of winning.

While football season is only with us when the air cools and the kids put on their backpacks to return to school, pitch season is always upon us.

For those of us who are pitch junkies, it is an amazing blend of S&M-brink-of-pleasure-and-pain that makes the experience so fulfilling. There is a magnificent energy that, if harvested correctly, can have your team humming along towards a victory at the finish line.

Recently, I was part of a winning team that came together perfectly, so I thought it would be interesting to showcase what went right and provide a few guideposts to follow on your next pitch adventure.

1. Don’t Check Your Ego at the Door

We always hear that to work as a team, you need to tone the ego down a bit. I’m not so sure this is true. Keeping your ego in place can elevate the work and push others on your team to do the same. Challenging each other while still respecting team members can make all the horrible ideas fall by the wayside. Remember, ego doesn’t mean you’re always right. It just means you are confident in yourself. If everyone’s feeling the confidence and not being threatened by it, victory shall be had.

2. Account People Are Creative

Creative doesn’t just mean fancy words and amazing visuals. In our industry, it calls for a deep understanding of what the client is looking to do with their product: Do they want to create a new category or separate it from their competitors? What impact can they make and what space do they want to play in? This is creative thinking, so if you see it this way, if you make the Account lead’s brain part of this process, your creative will be elevated with a strong reasoning behind it. Remember, our Account friends don’t live to fill in boxes of spreadsheets. They’re here to be part of the fun. Let them play!

3. Digital Is Not Separate From Creative

We have a strong tendency on pitches to not bring Digital in until the last minute. At this point, they are usually asked to produce a few “tactics” to help elevate the overall big idea. This is like constructing a building and then asking someone to come in and give their advice on how to decorate the lobby. They won’t have a vested interest in the finished product. Digital folks are up on the latest technology trends, so there their tactics greatly help to push the creative to a higher level. If they understand the science and are part of the medical download, their chops will be even more valuable. Bring them in early.

4. Your Medical Director Should Be Along for the Whole Ride

The science leads on your project are not just people clicking through PowerPoint slides, explaining disease-state information. Understand that they are an integral part of this industry because they bring what they’ve learned in the lab to the people. We, the pitch team, are their first point of contact, so embrace their information. Ask questions. Probe. It will come through to the client. Medical Directors have tremendous minds to explore, so if you make them your partner instead of just your teacher, you’ll find the relationship to be a boost to all. When it comes to pitch time, they are going to be the ones answering the client’s most challenging questions, so it’s best they feel like they have contributed to all aspects of what’s being presented.

5. Your Creative Team Is Always Listening

This is where all of the science, strategy and direction comes together as an idea. Good creative is the combination of thoughts into a beautiful idea that has a life of its own. While embracing an idea is important, it’s essential that the ownership of the idea go to the pitch, not the creative team. Beautiful creative is an offering to the greater good of the team. It’s a manifestation of everyone’s hard work. To perform at a heightened level, the creative team needs to have all the possible information available to them. Invite them to meetings and let them hear your internal debates. You never know where a creative idea is going to come from.

There you have it. The quote at the top by Lombardi is the overarching theme that can guide your pitch. There is that intangible bond that all pitch team members feel with each other that comes through to the client. Remember, they want to have confidence in the team that will be carrying out their vision for their products.

Nothing is more potent than the fuel of love. And perhaps a drink or two along the way to help get you across the goal line.

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, agency life, Brand Awareness, Branding, Creativity, Culture, Design, Digital, Great Ideas, Health & Wellness, Healthcare Communications, Innovate, leadership, Marketing, pitching, Planning, Presentations, Strategy | 1 Response

Plus ça change, plus c’est la même chose

Dave Chapman Blog Image August 2015 EDThe more things change the more (some) things should remain the same

Many of the conversations you hear or take part in about our industry are focused totally on change. Changes on the client side, the rise of procurement, the move to digital, the uptake of mobile, the impact of social. Changes on the agency side, the focus on project management, the growth of planning and digital strategy, the redefinition of account management.

You name it, we’ve discussed it. We’ve talked about change and, better yet, we’ve done something about it—transforming the agency across an untold number of parameters, with more surely to come.

And rightfully so. Change is the constant in our world. And if we don’t change with—or ahead of the current—we will be left behind. Even if we were the world’s best buggy whip manufacturers, we’d still wind up being the world’s best buggy whip manufacturers, only we’d be sitting in Google self-driving cars taking us to an ever-dwindling set of client meetings.

However, what I don’t hear—and I don’t think we talk about enough—are some of the things that haven’t changed and should never change. Like building positive, lasting, and trusting relationships with the client.

A couple of days ago, I was on the first floor when a gaggle of clients came into the building. Holding open the door for the conference room area was an Account person.

Each client literally stopped and hugged her and the level of excitement—seeing a trusted friend, colleague, and teammate—was wonderful to see. She had a visible, audible, and palpably positive relationship with her entire client team. I thought to myself, that’s one aspect of this business that has never changed and should never change.

That type of relationship opens the door to better results in every way. A connection is made on a human and personal level, not just a purely transactional exchange. Information flow and sharing is unhindered. Confidence that, should the need arise, gives room to explain why or how something unanticipated occurred. Inherent belief in a partnership focused on having all ships rise, that success is a common cause.

So here’s a short list of some things that shouldn’t change in a service industry, especially for an Agency, because their importance hasn’t diminished and will not in the future:

  • Create a positive, trusting relationship with the extended client team—not just the brand, but Medical Affairs, Sales, Regulatory, Admins, Security—the whole nine yards
  • Lead by example: do what you said you were going to do, and do it when you said you were going to do it
  • Provide solutions proactively, creatively, strategically, and efficiently

I’m interested in hearing what you think has always been part of being successful in this business and hasn’t—and shouldn’t ever—change.

Let me know some of your ideas. Perhaps we can compile our own manual.

Questions? Comments? You can contact the author directly at blog@ochww.com.
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Also posted in advertising, agency life, Culture, Customer Relationship Marketing, Great Ideas, positioning | Leave a comment

Helping Clients Navigate Compliant Communications for FDA-regulated Products

Helping Clients Navigate Compliant Communications for FDA-regulated Products IMAGE_EDVANITY URLS: Google Paid Search Engine Marketing (SEM) Changes
• Redirecting ad changes effective January 12, 2016
• Prohibiting ads where vanity URLs are utilized and dramatically different from the destination URL

Google has announced significant changes in their paid search engine advertising policies with regard to pharmaceutical products. The change that we are addressing here deals with vanity URLs, and their respective redirecting ads, that will take place in January 2016. The bottom line is that Google will no longer allow vanity URLs in an effort to provide consumers with more “clarity and transparency.”

Google has a long-standing policy prohibiting any ads where the destination URL differs dramatically from the display URL. Please note, this prohibition is not exclusively for pharmaceutical products—it has been Google’s practice across the board. Up until now, the pharmaceutical industry had been the exception to the rule. The reason for the exception was because in many cases, information seekers will not know the name of a drug, but will understand and know the symptoms/disease state information.

FDA background information
Previously, the FDA never objected to marketers utilizing vanity URLs and/or redirecting ads. These URLs/ads typically do not directly promote the name of a prescription product. Instead they lend themselves more to a disease state or descriptive nature, and then redirect users to another location or URL where they will see branded information specific to the prescription drug and/or disease state. Vanity URLs/redirecting ads are not exclusive to online SEM use, and are also used in print ads, television commercials, billboards, postcards, and more.
In March 2009, the FDA sent out 14 violation letters regarding search engine marketing practices of 48 brands. Thirteen of those violations referred to SEM ads running on Google. The FDA noted four types of violations in 2009:

  1. Omission of risk information, failure to meet requirements of 21 CRF 202.1(e)(5)(ii)
  2. Inadequate communication of indication
  3. Overstatement of efficacy
  4. Failure to use the required established name

Google’s reaction—what exactly is Google implementing?
Beginning in January 2016, Google will not permit pharmaceutical advertisers to have vanity URLs (such as “TreatmentforConditionX.com”) that redirect users to a BrandName.com website.

Pharmaceutical marketers will have the following options for vanity URLs:
Option 1


Sample ad showing company name as URL

Option 2
They can add “.com” to the company name.


Sample ad showing company name plus .com as URL

Option 3a (for prescription drugs, biologics, and vaccines)
They can display the phrase “Prescription treatment website” as the display URL.


Sample ad showing prescription treatment display URL

Option 3b (for medical devices)
They can display the phrase “Prescription device website” as the display URL.


Sample ad showing device display URL

All of these ads will be able to drive to pages on the brand.com or brandhcp.com website.

At the present time, this change has been instituted by Google only, and doesn’t lend itself to print, television, or other advertising mediums.

What does this mean for our clients?
Review and reassessment of live and proposed Google SEM campaigns where clients utilize vanity URLs need to be completed as soon as possible. New campaigns need to take these new rules into consideration during the tactical planning phase. Funds can be shifted to Yahoo and Bing, however there is the possibility that they may also follow suit.

Google has indicated a willingness to work with pharmaceutical clients to minimize potential negative impact to paid search campaign performance. Testing of the new formats will determine which type of units work best with various campaigns.

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Analytics, Apps, Brand Awareness, Branding, Content Strategy, Design, Digital, Digital Advertising, Health & Wellness, Healthcare Communications, Patient Communications, Physician Communications, SEO, Statistics, Strategy, Technology, Uncategorized | Tagged | Leave a comment

The Client’s Always Right…Except When They Aren’t

Darlene Dobry Med Mktg Blog Image EDIn a service industry, many of us live and die by the mantra, “The client’s always right.” We have long understood and served our role as agency partners and know that we need to passionately support our clients’ efforts.

But is it acceptable to challenge the clients’ wisdom and tell them from time to time that the path they want to take will not result in the best outcomes? That they should take greater risks and push themselves and their brands to greater heights? That they should not accept mediocre results when they can achieve greatness? That they should stop doing what the others are doing and break away from the pack?

Absolutely—this is our job, this is what true client partners should want and expect. We cannot simply nod our heads in approval if we truly care about our clients and the brands we support. We need to tell the truth―backed up with data, customer insights and market knowledge—and state it with conviction. When it’s out, the client will ultimately determine which direction to proceed, but they will do it knowing the potential “watch outs” or barriers to its success, and we can then work together to be armed with the ultimate plan.

It has been my experience that clients do appreciate partners who show passion, conviction and a commitment to doing what they believe is right. Most are not looking for order-takers or yes-men (and if they are, you may want to consider working with a new client).

In my office, I have a sign that says, “I’d agree with you, but then we’d both be wrong.” It’s not there to remind me that I’m always right—it’s a daily reminder to stand up for the brand and what you believe…always, even if it’s not necessarily popular. Of course, it’s critical to be able to back it up and deliver with diplomacy, grace and experience. In the end, the client drives the ultimate decision, and as their partner, we align, support them and drive to deliver the very best.

My best client relationships have been based on trust, truth and transparency, and respecting that it works both ways. There is immense power, transformative ideas and inspired problem solving that come from collective diverse thinking and challenging the status quo. Remember, in the words of David Ogilvy, “We only get a spark when the stone and flint are moving in opposite directions.”

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

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The Glue in Life, and the Agency

glueWhat’s the glue in your life?

For me it is fitness. Running, triathlon, setting goals, eating clean, and having a training plan. That’s the glue that keeps it together for me, the hub around which my world revolves. When I am working towards a new goal, it makes me more balanced, positive and happy.

For others it’s other physical activity: yoga, cross-fit, hiking. Or other ways of being healthy: being a vegan, eating paleo, meditation. Or for you, it could be external: your pet, your children, your significant other. Your house, your car, your boat. It’s what you brag about, how you improve yourself, the destination and the journey. We all have something that feeds and rewards us, holds us together in mind and body and spirit. That’s our glue. One key to success and balance is to figure out what, exactly, your glue is.

So what is the glue at Ogilvy CommonHealth Worldwide? Or rather, who?

Who is usually the first one in the office, and the last to leave? Who can rattle off the status of two dozen jobs from memory in 10 minutes during hot sheet? Who do we see in the corridors lugging those big job bags from floor to floor, securing, organizing or maintaining job cards, status reports, cover sheets, portal links, med/legal submissions, tagging and linking, night coverage plans, weekend plans, job number lists, finance reports, archiving, uploading files, downloading files, launches, RFPs, pitches, comps, spec sheets….

The glue that holds an ad agency together is the Traffic Coordination department, now known as Project Coordination (PC). PC is the hub of it all—from inception to completion, this group shepherds jobs from manuscript to release. PC works with every department—edit, copy, art, studio, account, business management, finance, project management, and production. If you don’t know something about an account, ask PC. There’s no better launch pad for new account executives or other staff positions at our agency than PC.

PC is a great place to learn, and a great place to stay. It’s everyone else’s glue, and it’s what makes us whole. It’s my glue too. What’s yours?

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.


Also posted in agency life, behavior change, Culture, Health & Wellness, Healthcare Communications, Networking, Public Relations | 2 Responses

The Power of Payer: Prescribe All You Want…We Can Block You!

6808124Remember the Doritos slogan, “Crunch all you want, we’ll make more!”? What a mantra, supply and demand. So simple. So obvious.

Sure, prescriber demand plays a role in how available some drugs are, but at the end of the day health plans and formulary P&T committees within hospitals and large practices make category decisions that effect drug availability for patients and directly impact prescribing behavior. These formulary decisions aren’t made in a vacuum, and they can impact your brands, your marketing goals, and play a huge role in getting a leg up in today’s market.

So what do you know about all this? If your client came to you tomorrow in a competitive market situation—multiple new branded entrants, generic domination, or patient abandonment at the pharmacy—and they couldn’t get a foothold, what would you tell them? How would you break that wall? How do you partner with your clients to fulfill your brand’s true market destiny?

Consider what the payer marketing unit can bring to the table for you and your clients. More and more we hear our clients talk about access challenges broadly, issues with patient co-pays, or prior authorizations and step edits getting in the way of reaching marketing goals. In this changing healthcare environment there is so much to consider that plays a role in prescriber decision making, it goes well beyond the clinical profile of your brand. The smarter we all are regarding the holistic considerations of a brand, the better we can show our value as a marketing partner and offer uniquely impactful solutions to our clients.insurances

This is where the Power of Payer comes in. The payer marketing units at Ogilvy CommonHealth Worldwide want to help provide you with a strong background on health plan and environmental issues to more effectively reach your client’s marketing goals. We are actively working towards open house events for Ogilvy CommonHealth Worldwide in NJ and NY where we can share information specific to two hot topics:

  • Emerging healthcare models: What are they? How do they hold the keys to success in the market? What should we know about them? Better understand how they act and what these actions mean to our clients and their brands.
  • Payer for newbies: An overview of what a payer is. Who are payer customers and manufacturer clients? How do payer decisions impact overall market sales goals and category usage? Why do we need to consider them when building brand plans and overcoming marketing hurdles?

"Open House” Posting. Part of our “Create a Sign” Series.As part of the Power of Payer open houses, we will also showcase some of the unique work we have done to achieve market success as well as answer any questions you may have about the payer customer, unique challenges your brand may be facing, or just have a fun discussion around environmental trends!

Watch for more information and then mark your calendars to join us for the Power of Payer open houses.

CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.

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Let the Sunshine (Act) In

5116469For many of us in the healthcare industry, the advent of the Physician Payment Sunshine Act has loomed large and ominous. The mere mention conjures up visions of significant changes in the way we work with healthcare providers (HCPs), in addition to endless data collection and reporting. On March 31, 2014, healthcare manufacturers are required to submit their first annual federal reports; these reports will include data captured from August 1, 2013, through December 31, 2013. By September 30, 2014, CMS will publically disclose the information on their website. This regulation is associated with the Affordable Care Act, and as we have come to learn, there may be changes, revisions, or postponements to current guidance on reporting and timing of data review and corrections. Nevertheless, the industry needs to be prepared and many of our clients have been adapting for some time.

So to date, do we really know how this regulation will transform our corner of the healthcare geography? Are we prepared to adapt and innovate?

From a medical education and scientific publication perspective, we have already seen substantial changes in the way our clients collaborate with HCPs.  For example, in December of 2013, GSK announced that the company will begin a process that will effectively stop direct payments to HCPs for speaking engagements and for attendance at medical conferences. To fill this gap, it appears the company may expand its focus on developing multichannel capability to support the dissemination of information about its products and relevant disease states to healthcare professionals.

The effects of the Sunshine Act are also noticeable in the scientific publication realm. Due to the transparency requirements, academic research institutions are once again modifying their guidelines and tightening their restrictions on working with industry on clinical trials and subsequent data publication to avoid the perception of and potential for conflicts of interest. These restrictions also pertain to the development of disease-state articles that update standards of care and provide best practice approaches for HCPs and allied health professionals.

Clearly the Sunshine Act is meant to shine the light of transparency and public disclosure. But it also has the potential to hamper scientific exchange, which is the lifeblood of effective medical communications.

How do we as an industry respond? My vote is to adapt along with our clients and lead and encourage the innovation and continued delivery of robust scientific exchange. How will you respond?

CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.



Also posted in Affordable Care Act, Ethics, Healthcare Communications, medical affairs, Medical Education, Research, Science, scientific publication, Sunshine Act | Tagged , , , , | Leave a comment

You Might Not Realize It, But You Can Be Working For The MI6

MI6What interested me most about James Bond’s career, and, most importantly, that of his support staff, is the development and implementation of a unique and highly versatile arsenal of innovative technology. Starting with Bond’s pager in From Russia With Love, followed by that pen-sized-underwater-oxygen-recycling-breather-thing in Thunderball, or the way-ahead-of-its-time GPS tracker in Goldfinger—all these are examples of an unmet need in spymanship being filled by technology: well researched, well developed, well implemented, and well working.

While recently sitting in a conference room at one of our healthcare client’s headquarters, going through scenario after scenario of possible ways technology can minimize barriers to patients’ prescribed treatment regimen adherence, it was Mr. Bond that my mind turned to.

On a scale from zero to life-changing, healthcare is one of the areas where technology can play a crucial role and provide life-impacting value.

I think back to that scene in Casino Royale where Bond drinks the poisoned Vesper Martini and finds himself staggering back to the car to find a solution to his newly acquired ailment. But which vial from the glove compartment should he inject himself with—blue or red? One will cure him on the spot, the other, of course, will immediately kill him. And here is where technology comes in. He takes a blood sample. The results sync up with the poisons directory back at MI6. On the other side of the globe, Bond’s team reviews the reading in real time and points him to the correct vial.

Oh, and unlike the mini-rocket-launcher cigarette from You Only Live Twice or the bagpipe flamethrower from The World Is Not Enough, this blood-sample transmitter and reader are now out in the market, available for purchase.

In the days where Astounding Innovation greets Cost Efficiency over a bottle of Realistic Possibility for Implementation, the internet of things continues to blossom all around us. Your carbon monoxide detector can now know when you started cooking and tell your thermostat to turn down the heat by 6 degrees; or dim your lights when you walk out of the room; or your door can unlock itself when it senses you down the street. Your FitBit, by linking up with your blood-glucose monitor, can adjust your Seamless menu selection and choice of restaurants for the day (unless you run around the block a few times, that is…). You can start your car with a simple wink. Or, write a script, shoot the footage, do all the post-production work, and distribute the content globally—all from the palm of your hand! Sound familiar?

As this intelligent-device-fueled ecosystem continues to expand, more and more possible hooks arise that are able to feed and empower one another. A chain of monitoring devices, all in constant communication, adjusting themselves and providing information before we even know to ask for it, set the stage for a tremendous opportunity for our healthcare clients.

Spanning over all spectrums of monitoring one’s health habits, from improving existing treatment to preventing a need for a possible treatment a few years down the line, we now have an opportunity to help our clients efficiently channel their investments. If it so happens that after years of R&D, clinical trials and FDA reviews, patients neglect to adhere to their prescribed treatment, the years of innovation and investment lead to questionable marginal benefit, at best! The cost compared to eventual benefit comes out to be quite high. By enlisting connected and innovative technology, we can open the door for researchers, physicians and caretakers to finally close that loop on a number of treatment barriers.

As “Agency” people, with passion and insight into the latest tech innovations, as well as equally deep insight and understanding of our clients’ brands, we have an opportunity to guide our clients into this new area of possibility.

We can now pave a highway between our clients’ amazing potential and this new ecosystem.

We are at a unique crossroads where amazing technology is very much within our reach. The only limit, it seems, is our imagination.

Big ideas often come to us on those “regular days”—on commutes back from work, or walks, late evenings, or days at the beach. So too with our clients, the opportunity to introduce that big tech idea for their brand can arise at any moment—during a casual conversation on a drive back from market research, or after a day-long workshop. We should be well versed and ready to fuel inspiration.

The research team back at MI6 doesn’t wait to prototype a glidesuit-equipped-tuxedo until Bond is jumping off a plane to infiltrate a high-profile cocktail party at some off-the-map nuclear power plant. The research is done in advance. And so is the development and testing. Before the next international crisis even has a chance to escalate, the prototype is out of dry cleaning and ready for action.

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.



Also posted in adherence, advertising, behavior change, Branding, Healthcare Communications, Marketing, Technology | Tagged , , , , , , | Leave a comment

How Fantasy Football Helps You Make Better Marketing Decisions

thumbnailWe’re in the middle of December, and there are a few notable events on the horizon. With Thanksgiving and an early Hanukkah season behind us, and of course Christmas around the corner, the holidays are almost top-of-mind.

That is, unless you play fantasy football. If you do, then you know the fantasy football playoffs are about to get underway—and the value of analytics to your marketing efforts has never been more apparent than right now.

Wait…marketing? Weren’t we just talking fantasy football? Yes, we were, but if you’re headed to the playoffs and a shot at championship glory, you know it’s largely based on the quantifiable research and analysis you’ve done along the way.

If you do them right, fantasy football and marketing have a lot in common. For example, both require you to formulate a strategy and identify KPIs (key performance indicators). These critical analytics methodologies will inform your ongoing decisions in both marketing and fantasy football.

In fantasy football, you’ll use predictive modeling in the form of mock drafts, regression analysis to gauge free-agent pickups and trade offers, and define success benchmarks for both individual players and your team. In other words, you’ll construct a solid analytics foundation that will be a key component to your success.

This same approach should be taken when it comes to clients and their brands. Acronyms including ADP (average draft position), FPG (fantasy points per game) and PPR (point per reception) are often hot topics amongst fantasy footballers. Marketing metrics such as CPL (cost per lead), CR (conversion rate) and ROAS (return on ad spend) are talking points amongst anyone with input on marketing strategy.

Fantasy football success depends upon your ability to assess each player’s value relative to their position and put together the strongest lineup you can. Your brand’s success is no different. With an effective analytics approach as the basis, the optimal marketing mix can be achieved.

Enjoy the holidays and good luck in the playoffs! And if you’re not into football, fantasy baseball starts in a few months. Get out your calculators.

Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Analytics, Football, Healthcare Communications, Marketing, Research, Strategy | Tagged , , , , | Leave a comment