Jan25

Top Picks From CES 2016

Author Pic CES

Ogilvy CommonHealth’s Ashley Evens (left) and Nelson Figueiredo (right)

Ogilvy CommonHealth’s Ashley Evens, senior engagement strategist and Nelson Figueiredo, VP, director of technology, applied their experience as a healthcare communicators to identify the most impactful technologies from their year’s CES.

Each year, technologists, strategists, start-ups, major manufacturers, and consumers gravitate to Las Vegas for CES. This is becoming the premier event to showcase new consumer electronics, technology, and products. With the growth of healthcare as a key technology topic, CES is also an important venue for healthcare brands and influencers.

Ogilvy CommonHealth’s Ashley Evens and Nelson Figueiredo spent several days on the floor at CES and have curated the following list of products and technologies to watch:

CaptureProof: like HIPAA-secure Snapchat…only better

CaptureProof is a new HIPAA-secure platform for sharing media and data between patients and providers. CaptureProof allows doctors to monitor patient progress and symptoms, triage via media, consult colleagues, and link to wearable devices and EHRs.

It’s recently been used in pilots for remote physical therapy (reducing in-person appointments by 75% and resulting in an overall cost savings of $7,500 per patient) and its diagnostic capabilities are currently being studied by the Epilepsy Monitoring Unit at MAYO Neurology.

Currently an invite is necessary to set up an account. However, we’re in discussion about the various ways brands and agencies can utilize the platform and looking forward to developing partnership opportunities with them.

CaptureProof

Holograms still have show-stopping power

With the exception of Shaq walking the showroom floor, preordering robots, when it comes to show-stopping power, hologram technology still reigns supreme.

The Kin-mo booth caused the steadiest stream of pandemonium and buzz at the event, literally, stopping hordes of people in their tracks and compelling them to ask questions and snap pictures and video.

Here at Ogilvy CommonHealth we’re exploring the practical application of Holograms in medical education and are working on making the technology less cost-prohibitive for use in the field.

Holograms from CES2016

Meet flic, the wireless smart button that could revolutionize the way patients communicate with providers

Flic is a small wireless button that you can stick anywhere. It can be programmed to send data and commands to apps on Android or iOS devices.

Swedish developers, Shortcut Labs, designed flic with simplicity, accessibility and safety in mind. It’s currently being used to streamline everyday tasks like controlling your connected home, selecting entertainment and ordering food and taxis.

But the ease of use makes it an intriguing solution for things like symptom reporting and tracking between patient and provider, treatment adherence, atmospheric or environmental controls, and accessibility for patients with limited mobility.

VR was king at CES and controller tech is on the rise

This year the Virtual Reality headset manufacturers exhibiting at CES were too numerous to count and VR environments demoing experiences in space, tech, automotive, entertainment, health and fitness were among the most engaging booth draws on the showroom floor.

While everyone seems to agree that VR is going to revolutionize medical education, it’s recent advances in VR controllers and the impact that they might have on rehabilitation and treatment methods that we found most inspiring at CES this year.

Two groups in particular, 3DRudder and Rink, are leading innovation in foot and hand controls, respectively, and are excited to explore applications for their devices in the healthcare space. Each offer the opportunity to gamify the treatment process in new and exciting ways and extend mobility exercises into the VR realm.

RINK

Sensum, the marketing industry’s new emotions experts

Turning emotions into data, measuring advertising’s effect on the subconscious, tracking the cognitive unconscious, things that used to be qualitative can now be quantitative thanks to Belfast-based Sensum.

They’re already working with some of the biggest media companies and agencies in the world to measure the effectiveness of messages, customer engagement, and usability.

Whether it’s a live event, or a product that needs to be tested for implicit response, new packaging, or a video message, Sensum has the platform and technology you need to capture the real-time emotional response from your audience.

They’re also the creators of the EmoCam.

CES is proving to be a venue for innovators and entrepreneurs to showcase their solutions for healthcare. As the empowered patient and modern physician begin to leverage new technology for better outcomes, there is an increasingly more important role for connected medicine, wearables, and mobile technology to help us live healthier lives.

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Jan8

Viewpoints @ CES: Joe Youssef

CES LogoVegas baby! It’s the home to Elvis impersonators, endless entertainment, and, come each January, the largest consumer electronics show in the US. The Consumer Electronics Show (CES) is a global technology tradeshow showcasing the latest innovations set to impact our businesses and our lives. Since 1967, CES has been bringing together the most innovative minds across the technology, healthcare, automotive, and robotics sectors, as well as many other industries. Attendees are inundated with a vast amount of futuristic electronics and ideas unveiled each year at the event. And year upon year, this event has become an increasingly hot topic around our agency. Those fortunate enough to attend come away with the feeling they’ve found themselves a golden ticket to the innovative kingdom that is CES.

To get at the heart of what attendees are experiencing during the event, we sat down with Joe Youssef, engagement strategist at Ogilvy CommonHealth and a veteran of CES. Take a look at his firsthand account of how the event has changed and grown in recent years.

OCHWW:
How has the CES evolved over the past couple of years?

JY:
CES used to be an annual tradeshow focused on consumer electronics only. The show has expanded its footprint into all areas of technology: healthcare, gaming, automotive, etc. There is something for everyone in every sector.

OCHWW:
How does CES compare to other industry events (tech, health, etc.)?

JY:
CES isn’t comparable to the majority of industry events due to its diversity and size. SXSW is the only event that comes to mind as being comparable. CES brings a small city of people together, representing different industries, all looking for the latest and greatest tech, trends and business opportunities.

Between the breakout sessions (spanning the multitude of industries), the conference keynote speakers, and the huge the showroom floor exhibiting the latest and greatest tech, it has something to interest everyone.

RINK

Taking out spaceships with our bare hands thanks to Rink, Samsung Creative Labs’ mobile virtual reality controls at CES 2016.

OCHWW:
What themes at CES have shown the most promise over the past few years?

JY:
Wearables and 3D printing have definitely shown the most promise in recent years.

Wearables have become more intuitive, interoperable, and focused on providing meaningful outcomes for consumers. 3D printers are becoming cheaper, smaller and larger in size (depending on whether you are using for commercial or personal use), and have potential to disrupt many industries as innovative printing materials are developed.

OCHWW:
What survival tips would you give to a first-time attendee at CES?

JY:
Don’t try to do everything during your time at CES. Planning is key to enjoying the show and all it has to offer. Pick the top 2 or 3 things you want to do or see each day. There is NO WAY one person can do and see everything CES has to offer. Be flexible. Most importantly, make sure you bring comfortable shoes with you!

OCHWW:
With a focus on healthcare, what are some of the breakout products that have debuted at CES?

JY:
Wearables come to mind. The ability for health care professionals to monitor patients remotely and adjust treatment in real-time based on collected data is a real game changer. Improvements in genome sequencing and reduction in price are quite incredible. The availability of this data can really unlock the keys to curing and treating the ailments of our aging population.

OCHWW:
What makes for a great speaking event at CES?

JY:
A great speaking event starts with a prepared speaker. Someone who knows how to read a room and deliver a speech relevant to their audience is key. It also helps if there isn’t an ulterior motive to sell your goods or services to the audience. It waters down the message and kills your credibility as a speaker. Focusing on delivering an experience that is enlightening and educational is what makes for the best speaking events.

For more information on CES and to see all the action from the ground in Las Vegas, follow OCHWW on Twitter, @OCHWW.

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Also posted in Apps, Digital, Health & Wellness, Social Media, Consumer Electronics Show, Culture, Augmented Reality, Wearable Health Technology, Innovate | Tagged , | Leave a comment
Nov24

The Battle for the Inbox: Giving Your Email Campaign a Fighting Chance

Inbox_OverflowI don’t know about you, but my inbox is a war zone. I’m fighting a losing battle daily.

It is under constant barrage from companies, organizations, and campaigns that at one point I trusted enough to exchange my email address for a ride through their marketing funnel. However, for some of these companies, that trust was quickly eroded once I became bombarded by an endless barrage of uninteresting updates, overly aggressive offers, and endless e-begging for change. By the way, if anyone needs a coupon for Bed, Bath & Beyond, let me know. I can make it rain coupons.

But seriously, as a marketer, I understand and appreciate the ease in which email allows my brand message to be crafted, targeted, and scheduled exactly how I want and to whomever I want for only pennies a send. It’s magical. However, marketers also have to understand that our job is far from over once we hit send. Our email is now just one drop in a tidal wave of emails, making it look less like the carefully crafted brand message chocked full of utility that we intended it to be, and more like a groaning zombie in a mob of other groaning zombies with one single-minded purpose, to eat your brains. And by brains, I mean your attention.

Earlier this year, a study released by the National Center for Biotechnology Information noted that the average human attention span dropped from 12 seconds in the year 2000 to 8 seconds in 2015, which as the study noted, is 1 second shorter than that of a goldfish. No shock there. Humans have a lot going on. We have emails to delete, zombies to kill, etc. What do goldfish have going on? Exactly.

As marketers, we know that we have a fraction of a second to pique our audience’s interest before our email’s fate is determined with a single swipe (no pressure). With so many messages competing for those 8 seconds of attention, your email is going to need a little help.

To give our email campaign a fighting chance at relevancy, we need to ensure we’re effectively communicating our brand’s value to our audience. We must first ensure that we’ve employed a sound segmentation methodology that groups targets by quantifiable value metrics. Depending on campaign objectives and visibility into the audience data, we may determine that value is measured by the audience’s likeliness to respond, say from previous responses, or their projected business impact.

We also want to ensure that we’re measuring success with metrics that actually matter. Oh sure, we might glance over our post-campaign email report to see some double-digit open rate and some non-zero click-through rate and conclude that we just did marketing. But why stop there? Email open and click-through rates alone only provide clues, not insights. In addition, these metrics can be misleading, as they are often over- or under-reported due to different email settings. For example, aggressive spam filters may activate links within an email prior to it reaching an inbox to determine if the links contain malicious content, which is usually reported as an email open.

So instead of just scratching the surface, why not look to understand how well your campaign did at driving the desired on-site responses that it intended? By designating a hierarchy of desired on-site actions and tracking our campaign to those actions, we can begin to see a much clearer picture. From here we should be able to make some strong assumptions about why actions were taken or not taken on our site and prioritize areas of focus in order to get better results in future iterations. Did our message properly communicate utility? Was there enough of a value tradeoff for our audience to take a desired action? Was the right message targeting the right people?

Now we’re getting somewhere. We now know that we sent this message to these people and this percent performed at least one of our desired actions on the site. Knowing things is cool. But as we are reminded by the great philosopher, GI Joe, this is only half the battle. Although I can’t recall GI Joe ever actually revealing what the other half of the battle was, I think it’s safe to assume that the other half of the battle is “doing.”

So what actions can we take to bring our performance to the next level? Based on what we know about how our segmented email audience responded to our recent email, we can begin to formulate and test some additional hypotheses using A/B split testing. One thing to note here is that we must ensure that we have a cohesive testing framework in place where our tests are driven by our hypotheses about our audience segments and those tests must prove or disprove those hypotheses.

After the conclusion of our tests, we should have answered some of our burning questions about our audience, which we will then use as insights we can apply in other areas of the campaign in future communications. Insights such as: people may not want to be e-stalked with daily branded emails. Who knew?

At the end of the day, we’re seeking to change behavior by providing value to our audience in the quality and relevance of our communications. Force-feeding our brand’s message will likely end with a quick swipe to the Deleted folder, or worse, on the unsubscribe list. Your campaign deserves better than that.

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Nov4

I’m excited about the new Facebook Search!

Facebook Search

The new Facebook Search feature is a pretty robust tool that we should be excited about as both marketers and users. Here are a few thoughts, as well as a few predictions around where Facebook might be going with this.

As a regular Facebook user, I was really impressed by the amount of content I was served up when I did a simple search for “cough.” The results were divided into three buckets: Pages, Friends and Groups, and Public Posts – and the keyword was highlighted in each of the posts. There is also a sub-navigation that lets users filter results by Top, Latest, Photos, Videos, Places, and even Apps and Events. Having immediate access to relevant posts that were outside my network was really refreshing, and it was cool to see who was talking about coughs within my network specifically. It will be interesting to see how the results will update during a political event or a big game. In many ways, it reminds me of the way current events can be followed on Twitter.

For users who have privacy concerns, this new feature should raise red flags. Facebook provides users with privacy settings in the actual post window that allow them to choose who can view their post. Those rules will continue to hold true within the search results. If your post is only visible to your friends, then it would only appear in the search results of users in your immediate network. If it is a public post, it will be visible outside of your network. The same applies to comments on posts, as well.

As marketers, we should be excited about the role that brands can play within this new space. Since this is new to all of us, we don’t yet understand the rhyme or reason behind the order of the posts that are displayed when a user searches. That being said, this is a great opportunity for brands to ensure their social engagement strategy is buttoned up. Brands need to be ultra-focused on creating relevant content on their feeds that is keyword-rich, and that includes image and video descriptions.

It will be a matter of time before we are able to advertise in this space. Like Google, media buys will likely dictate your brand’s rank within the search results in the Pages section, with native advertising appearing throughout the Public Posts. When we factor in the Buy Products feature, it’s easy to see how Facebook can begin to position itself as a direct competitor to Google and Amazon, although I think that’s still some ways away.

Visit http://search.fb.com/ to hear all about it from the proverbial horse’s mouth.

This article was originally posted on Ivan Ruiz Graphic & Web Design.

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Oct5

At the crossroads of health, wellness, technology, and marketing

2015 Marketing Summit Template_BLOGIt was a privilege to attend the 2015 Marketing Summit hosted by Ogilvy CommonHealth and eConsultancy. As the producer at the event, I was able to spend some time with each of the presenters. I was also able to hit the 10,000-step mark on my Fitbit by 3 pm—I’ll circle back to wearables later. I was most impressed by the diversity of speakers who are playing at the crossroads of health, wellness, technology, and marketing. The people I met and the messages I heard made me extremely excited on two different fronts: as a human being, and as a marketer.

As a human being, I was excited about the ideas surrounding personalized health that we heard throughout the day—especially since I moonlight as a fitness instructor.

Among them was Jeff Arnold from Sharecare, who is empowering consumers to take charge of their health by delivering personalized resources and expert advice through their online health profiles. Melissa Bojorquez of Physicians Interactive talked to us about technology’s unique power to help people connect with each other, and in doing so, defying the isolation and fear that accompany serious health conditions. Bill Evans from Watson Health showed us how Watson is changing the face of medical research with its ability to “read” thousands of medical journals and white papers in unimaginable speeds in an effort to increase the safety and efficacy of clinical trials drugs.

Our Healthcare Startup Sharktank brought innovative thinking to the forefront of consumer health. Movi Interactive is incentivizing fitness tracker users in unique ways by gamifying their experiences to drive usage. Through their platform, Medprowellness is connecting consumers with clinicians, nutritionists, and personal trainers to provide a personalized layer of accountability to their 360-degree approach to health and wellness.

The marketer in me was excited about all the new ways data will continue to fuel our insights. Finding new ways to visualize data is critical, according to David Davenport Firth, particularly since 75% of physicians admit to not understanding the statistics in journals. Back to the topic of wearables… For a while now, marketers have been talking about the endless data streams being collected from wearables. Patrick Henshaw and his startup, Strap, can aggregate data from wearables, smartphones, and other apps, allowing marketers to draw insights from real-time human data. On a similar note, there was Pranav Yadav, whose company Neuro-Insight can help marketers and brands optimize their creative by analyzing the neuro-responses of their consumers.

We are at the crossroads of health, wellness, technology, and marketing. Ryan Olohan from Google reinforced the fact that like all successful companies, healthcare brands need to innovate or die. Companies like Kodak and Blockbuster didn’t, while companies like Uber and Expedia have changed their respective industries forever. As marketers in the healthcare space, we all need to look beyond our comfort zones. We need to encourage our brands to look beyond, as well.

This article was originally posted on Ivan Ruiz Graphic & Web Design.

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Oct1

4 Key Takeaways From the OCHWW Marketing Summit 2015

Martha CMO Blog2_ED

Behind the scenes look at OCHWW’s Innovation Lab

The OCHWW Marketing Summit took place on September 24, when attendees from all over the world came together to discuss marketing in the age of person-centric healthcare. Throughout the day, speakers from the pharmaceutical and technology industries echoed four main themes surrounding the state of healthcare today: innovation, personalized medicine, social healthcare, and the vast amounts of health data being generated every day.

Innovation
Innovation must play a larger role in healthcare organizations going forward. According to Chris Halsall of OgilvyRED, it cannot just be a hobby of an organization, it must be the core. As Ryan Olohan from Google Health puts it, “Technology comes at us like a train—you’ve got to innovate or get run over.” Innovation in healthcare comes down to courage, and we must change the culture of healthcare organizations to embrace digital innovation.

Personalized medicine
Personalized medicine is the intersection between biology and technology. With today’s technology, we have the tools to get the full picture of the patient—molecular, clinical, and demographic, according to Niven Narain of Berg Health. With that, we can deliver personalized precision medicine, giving the right patient the right drug at the right time to lead to better health outcomes. Jeff Arnold of Sharecare states that this ultra-personalization of healthcare will empower consumers to take control of their own health.

Social healthcare
Health is the most personal thing there is, but as it stands today, healthcare is the least personal. One of the most significant benefits of technology is facilitating human connection in healthcare. Health is now social, and patients are talking about your pharma brand whether you are part of the conversation or not. Be part of the conversation.

Health data
Vast amounts of health data are being generated every day, and we need a system to parse it to make it useful, according to Bill Evans of IBM Watson Health. David Davenport-Firth of Ogilvy CommonHealth Worldwide states that patients can’t make health decisions if they don’t understand their health data. Cognitive systems like Watson can democratize health insights to better patients’ lives, and responsive and dynamic representations of health data can personalize and humanize patients, leading to better health outcomes.

Healthcare is undergoing a transformation unlike any it’s seen before. Looking to the future, healthcare organizations must be disruptive by embracing innovation and putting patients at the center of everything that they do.

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Aug21

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

ConditionSymptomsGoogle-01

Sample ad showing company name as URL

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

ConditionSymptomsGoogle-02

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.

ConditionSymptomsGoogle-03

Sample ad showing prescription treatment display URL

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

ConditionSymptomsGoogle-04

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.

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Jul15

Illuminate the Customer Journey With Data and Analytics

Journey Blog Image_EDSmart integration of data can now help identify and predict customer location and movement along the customer journey continuum. Mapping the customer journey is a vital planning tool.

Mapping out customer journeys is a well-established phase of communications planning. At Ogilvy, this represents the third step in the well-regarded planning platform: FUSION. The customer journey identifies the different phases customers migrate through toward a desired behavioral change destination. The journey phase will differ in each planning effort as the preferred consumer action and marketing objective are all project specific.

Improved understanding of the different stages customers should pass through en route to the ultimate desired location helps planners marshal the right channels, messages, and content to aid the customers along their journey.

The construct around the journey-based plan addresses key questions such as:

• What is our ideal behavioral perception for audiences in a specific stage?
• What are the perceptual challenges that may hinder getting our audience to think in a particular way?
• What are the positive levers that can enhance the likelihood of our audience to respond in a desired manner?
• How do we then move our consumers to the journey’s next phase?
• What channels do we deploy, and at what times, to get our key messages across our audience?

When these are well identified, the output helps make the ubiquitous, overused, but still aspirational goal of “right message, right channel, at the right time, to the right audience,” a possibility.

The customer journey can be complex: recent studies such as McKinsey’s The Consumer Decision Journey have shown that the customer journey has grown more complex. As I have alluded to in my previous article, The Marketing Funnel is Not Dead: A Website Analogy, customers may take several complex detours, but they still have to pass through well-defined phases to proceed with their conversion. The typical phases of this journey start with brand or message awareness and proceed to stimulating interest, trial, usage, commitment, and advocacy. Customers may get caught up in a phase, or proceed rapidly through phases, or even recede at times. However, you generally need to be aware of a product before you can consider using it.

The journey currently produces robust and well laid-out plans to engage and usher consumers on the behavioral change voyage. The next step is to map real customers to each phase and deliver plans against these customers to improve the journey. Before consumer-mapping knowledge, marketers have applied satisfactory approaches including contextual marketing, which aligns messages to media content as a proxy for consumer awareness and the journey phase. Sequential messaging is another approach without mapping knowledge. This approach starts with early-phase messaging and shifts to later-stage messaging based on average phrase duration. Lastly, one could always deliver broad messages, with the hope and expectation that the audience will self-select, and engage with the messages most applicable to their journey. However, the utilization of consumer-mapping information and understanding which individuals are in each phase are preferred.

The availability of customer-level data and the ease of pooling previously unconnected data are making customer mapping a reality. Now we can identify when a customer traverses a specific phase of the journey so that we can execute the well laid-out communication plan against these customers. Data can now help us to answer questions such as who are these customers. What is the likelihood that they will try the product? How quickly will they progress along the journey? How likely are they to become a highly valuable customer? Once the customer journey has been identified, planners and analysts can identify the attributes and traceable behavioral markers that correspond to each phase. Analysts then pool together vast available customer-level data, create new variables as needed, recommend new proxy measures, and categorize customers into their corresponding phase. This is the essence of marketing smart: integrating consumer mapping (segmentation) and targeting with planning from the start.

We recently categorized healthcare professionals (HCPs) into key journey phases using combined data including scripting volume (current value), category share (opportunity), and trajectory of prescription change over time (momentum), as well as other behavioral and attitudinal markers (attributes). We identified “the trialists” as customers who have a low volume of recent activities, or have remained static in their usage patterns. “Adopters” are users on an upward momentum who overindex on usage, while “the passionate advocates” have a large volume of usage and are still increasing their volume. The passionate advocates typically index well in terms of the category’s brand share. Since we can put a face to every target HCP within the customer journey’s important stages, allows us to map the communication plan, as well as behavioral change targets, to specific customers.

A journey infused with data makes evaluating and optimizing marketing effectiveness easier. Goals and targets should be set with behavioral outcome objectives for each customer segment, which makes tracking, assessment, and adjustment more feasible. When customers traverse into the journey’s next phase, the speed and momentum can be quantified, and the effect of channels and messages can be realized. A/B testing experiments are also beneficial to identify and amplify drivers (eg, tactics, content, execution) that have proven effective in engaging and moving customers into the next phase.

In conclusion, data, and the attendant analysis, can enhance our understanding of audiences along the customer journey, thereby enhancing more relevant communication, engagement, and desired responses from our customers. Marketers who put the customer-mapping capability to better use will reap the results of increased customer velocity along the journey, better customer experience with the brand, and higher value per customer.

1 http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
2 https://digitaliy.wordpress.com/2011/10/15/the-marketing-funnel-is-not-dead-a-website-analogy/

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Jul2

Does Size Always Matter?

How Pharma Engages With Its Followers Online

Social Network Blog Image_EDPharma is investing more heavily in social media than ever before; tweets are up 530% since 2013 and Twitter followers have increased by nearly 300%. So far, so good. Because more followers means more opportunities to get involved, and the more impact you make online, right?

But engaging in genuine, meaningful conversations about a corporate brand isn’t easy, and it’s important to ensure we don’t fall into the trap of focusing too much on numbers and not enough on engagement. Companies need to ensure they don’t build followers just to push out messages to anyone willing to pay attention. While people are increasingly more open to finding new knowledge on social media, they don’t want to wade through hundreds of pages of information, images or tweets to do so.

The balance between community size versus engagement is becoming more and more of a priority, and formed one of the focus areas for a recent report published by Ogilvy Healthworld, part of Ogilvy CommonHealth Worldwide (the health behavior specialists of Ogilvy & Mather).The report, Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space?, was the first of its kind to provide insights into which pharma companies are leading the way in integrated social media marketing strategies.

“We know that some pharma companies have been cautious in their approach to social media, but our report clearly demonstrates a dramatic and successful increase in activity,” said Rebecca Canvin, Social Media Manager at Ogilvy Healthworld, adding: “Social media has changed the way pharma companies communicate—it allows them to build corporate reputation and engage in genuine, meaningful conversations with audiences. For companies who want to stand out from the crowd, it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.”

Interestingly, companies that ranked most highly in the audit weren’t necessarily those with the largest communities, but those who engaged their audiences through frequent activity. And it’s not hard to understand why the more active companies enjoy the most engagement with their followers—after all, social media in its very nature demands participation and interaction. But the companies that do it well manage to create content that is less about the organization and more about connection points or interests that followers share.

The report highlights that although the focus for pharma companies is still on building brand profile, the priority is turning to attracting, keeping and engaging with loyal followers. And to do this, the onus needs to shift to “quality over quantity.” It’s more powerful to engage with a small group of passionate followers, whether they’re consumers, doctors or media, than to blast one message to 10,000 followers and “see what sticks.”

And loyal followers will reward companies who engage continuously in this way—so really, shouldn’t we all be asking, how much does size matter?

Connecting the dots - infographic UK Post

To find out more on Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space? please visit: http://bit.ly/1P5R5Ws

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Jun22

Google Changes Search Ad Format For Pharma Brands

Search-For-PharmaGoogle has announced that it will be updating the Google Search ad format it offers to healthcare and pharmaceutical brands. This change affects support for pharmaceutical brands with black box warnings and those that require adverse event information as part of the ad.

URL architecture for black box brands

As of July 20, 2015, Google will be moving to a common AdWords format that no longer supports an additional line of copy and additional URL for black box brands and those requiring adverse event language. This is an evolution that is optimized for its paid search marketing solution that has been available to pharmaceutical advertisers for the last five years.

An example of how a brand might be using search engine marketing in Google AdWords before and after the July 20th update:

Pre-July 20th AdWords Example:
Brand Ad 1
Post-July 20th AdWords Example:
Brand Ad 2

 

 

 

What does this change mean for pharma brands?
Brands that are currently using Google AdWords for marketing will need to consider a rewrite of existing creative and landing pages. The pages that the new AdWords ad links to will need to prominently feature adverse events information for the product. This will require revisiting of search marketing strategies as well as potential user experience and design changes to optimize inbound traffic from paid search campaigns.

Brands currently using paid search programs with Google should leverage Google’s Sitelinks feature, which provides several links to content within a product website within the AdWords format. Product managers and agencies should also reinvest in paid mobile search with this change, as there is a broader efficiency with this change in having a single ad format for all platforms (desktop and mobile search).

Post-July 20th AdWords Example with Sitelinks:
Brand Ad 3

The changes to Google’s AdWords program will have a significant impact on pharma brand website marketing performance as well as the cost of paid search solutions currently used for search engine marketing programs. Expect to see changes in your category as well as behavioral changes for your paid and organic search performance.

Next steps
The changes to Google’s AdWords program will affect every brand using paid search for healthcare professional and consumer engagement. Work with your agency partner to identify the best counter-measures for these changes and how to recalculate your performance metrics.

Ogilvy CommonHealth offers digital strategy, content strategy, creative development, and analytics services for all of our clients to guide brand leadership through these and any future changes to search engine marketing and market changes in digital and traditional media.

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