This week, we had the opportunity to attend MediaPost’s first annual Marketing Health conference. Thirty-eight speakers – including our own Ritesh Patel and Leigh Householder – from the top agencies and brands in our industry took to the stage to talk about big shifts in digital possibilities and fast-changing consumer expectations. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, big data points, memorable quotes and even a few share-worthy charts.

1. CONFERENCE NOTES
MEDIAPOST’S FIRST-ANNUAL MARKETING HEALTH

2. Executive Summary | 40 ideas on how the latest digital shifts are
changing opportunities and expectations for healthcare marketing
This week, we had the opportunity to attend MediaPost‟s first
annual Marketing Health conference. Thirty-eight speakers –
including our own Ritesh Patel and Leigh Householder – from
the top agencies and brands in our industry took to the stage
to talk about big shifts in digital possibilities and fast-changing
consumer expectations. Inside, you’ll find a quick-scan
summary of the conference’s content, including short
stories, big data points, memorable quotes and even a
few share-worthy charts.

3. MULTISCREEN
SHIFT
New expectations across devices

4. "The tablet is what we use at the end of the day.”
It's all about understanding the context as these devices are being used for different things
throughout the day. – Ritesh Patel, Global Head of inVentiv Digital + Innovation, inVentiv Health

5. Multi-screen behavior throughout the day
HCP professional tablet usage follows the
consumer trend and spikes in prime time

6. Healthcare has the fourth highest number
of mobile-only users
Ahead of movies, music, technology games, news, social, retail, and more. – Comscore, 2013

7. The more access you have the more you use.
Adding mobile increases time spent online by 10% and 12% more for health – Comscore

8. "How many of you stay
on a site where you have
to pinch and zoom?
None of you and yet our
industry is the biggest
perpetrator of it.”
– Ritesh Patel
“You MUST be
discoverable by
mobile search to be
successful in health”
– Howard
Hunt, Executive
Director, Meredith
Xcelerated Marketing
1:2 device
minutes is
spent on
mobile
– Comscore
An evolving expectation
Mobile is now
tablestakes

9. Health is outpacing overall internet growth
In a given month 169 million people in the U.S. access health content online - that's 70%
of users every month – Comscore, 2013

10. SOCIAL
HEALTH
Changing role of community in care

11. "People are looking
for somewhere to
help. These (patient
communities) are
places they can find
like-minded people."
– Ritesh Patel
His prediction: Patient communities
will thrive in 2014, 2015

12. Social is an intensely value-driven environment.
They call it earned media for a reason.
– David Kopp, EVP/General Manager, Healthline

13. The value of social
media is often amplified
in a crisis. The news
media doesn't know what's
going on, but the hospital
itself is able to get a lot of
information out very
quickly. – Kriste
Goad, CMO, ReviveHealth
"The big win is
when you can
incorporate
branding without it
being entirely about
your brand."
– Carrie Kerpen
"Make sure your
advertising is
contribution, not
interruption"
– David Kopp
Brands in social
Be authentic and
native

14. Earning relationships in social media
Medtronic didn’t compete with babies
Carrie Kerpen, CEO, Likeable Media, kicked off this
panel with a straight-talk point of view about
Facebook: When you post branded information in
Facebook‟s timeline, “you're competing with my
friend‟s baby, you're competing with the most
personal things.”
When Medtronic engaged in social media, she
said, they used a more native strategy. “People
don't want see you talking about a brand next to
pictures of their friends‟ babies. But they do want to
see the story about how their friend's baby got to
take a long airplane ride because he didn't have to
stop for an injection.”
Medtronic devoted its timeline – and its promoted
posts – to sharing the stories of its customers and
the moments when they say real change in their
lives.

15. It's about the light touch of moderation – in most social
media environments today, moderation is a thief.
If you see something happen and you think eh, that's not good, just let it go away.
It will slide right down the newsfeed. We don't get hung up on those little events
and trust they'll disappear in the community.
– David Kopp, EVP/General Manager, Healthline

16. Most controversial
statement
One panelist’s claim
ignited Twitter
conversation
Article the speaker, Maria
Tazi, @iAMhealthcare, recommends:
http://nyr.kr/1lKSB0Y

17. MEDIA
MASTERY
New strategies, proven approaches

18. “IF WE CAN MODEL AN EXISTING PATIENT GROUP
AGAINST A BROAD CONSUMER GROUP, WE
CAN IDENTIFY PROXY ATTRIBUTES TO FIND LOOK
ALIKES.
It's not as precise, but it helps us scale because not everyone goes through
WebMD." – Matt Henry, VP, Healthcare, Audience Partners

19. Finding the factory workers
Targeted media for targeted launch
"One example, at Teva, we launched Nuvigil for
shift work disorder. 900,000 people are affected.
We started broad with national radio.”
“Then targeted based on propensity toward shift
work in a city, managed care coverage, salesforce
coverage, etc. In digital, we used aggressive media
and leveraged employment history and other key
data to create a „push‟ strategy designed to
educate people who probably weren't aware of the
disease.”
tRx really started to climb when they created a
hyper-local experience on mobile. “Geofences
built a 200-yard radius around factories and let
us serve targeted messages to the most likely
shift workers."
– Michael Baliber, SVP, Director of
Media Strategy, Interpublic's ID Media

20. Media shifts
High tech, low
tech, targeted
"Growth right now is very
specialty focused. That's
leading us down a path –
from a media perspective
– of being very targeted
to get to the right
patient"
– Michael Baliber
“We use geo-
targeting quite a
bit. At conferences
and the hotels the
doctors stay in."
– Ken Begasse
Chief Strategy
Officer, Concentric Health
Experience
70% of patient
recruitment is
still direct mail
– Matt Henry

21. MOBILE IS WHERE THE RETURN IS
Web In App Tablet
Average digital banner click thru rate: 0.07%
Average mobile banner click thru rate: 0.61%
Average tablet banner click thru rate: 0.91%

22. Mass vs. Personal
One team’s Big Data Cautionary Tale
Adam Stalker, National Digital Director, Enroll America, was part of the team charged with getting
millions of uninsured Americans access to healthcare through the insurance exchanges. Their first
challenge: Finding them. They started with third-party data and then built their own model with a
survey of 10,000 people. That model let them score every individual in the U.S. based on their likely
insurance status. The strongest predictors turned out to be age, gender, race, income and
voting history.
Two-thirds of them lived in 12 states and half lived in just 114 counties. The research also told them
that awareness wouldn't be enough. The level of understanding about the law in these communities
was incredibly low. People didn't understand the deadlines, the requirements, the ability to get financial
help.
The Get Covered America campaign launched in specific ZIP codes in 10 states. Field teams knocked
on doors in neighborhoods with high uninsured scores.
They also launched a personalized paid media campaign
that relied on cookies believed to identify people who are
uninsured. Within weeks, Stalker said, "we realized we
horribly misaligned our budgets. We were letting data
drive our strategy instead of informing it."
It was time to go back to basics.

23. Mass vs. Personal
One team’s Big Data Cautionary Tale - continued
Stalked explained that they failed to prioritize some of the basic direct response mechanisms to fill the
bucket. "We're a brand that nobody's heard of and we need to get in front of as many eyeballs as
possible to have as many conversations as possible.”
Higher volume and lower cost media was that bucket filler. They targeted full zip codes that had high
uninsured scores – places where literally 50 – 60% of people are uninsured. Paid search and social
earned leads and retargeting to website users helped them sign even more people up for email
and information. Once the bucket started filling, Get Covered America recreated their successful door
knocking model online with a personalized marketing loop that got smarter as it learned more. Each
lead got emails, phone calls, even personal visits to help them learn more about the exchanges.
Early results: 1 million email opt-ins in the 10 targeted states
Stalker's recommendation to other brands is to know your audience first: "Is it hard to reach
them? Or are they really readily available?" For Get Covered America, 3/4 of that lead bucket could
be filled by maxing out the mass, low-hanging fruit opportunities until the marginal return was no
longer efficient. Only then did they need to turn to big data to get that one-to-one personal
marketing with lower volume and higher cost.

24. “We have a client that markets a
bowel prep. There's lots of
discussion online about what kind of
prep to use because that
experience is pretty terrible. The
doctor is the ultimate gatekeeper in
that decision, but we couldn't get to
them.
Online we were able to
activate the consumer to
request a particular
brand of prep. It's led to
equaling out the budget
between professional
and consumer.”
– Ken Begasse

25. CONTENT
MARKETING
Changing healthcare‟s point of connection

26. “Our industry is underinvested in content.”
Ironically it's a data rich world, but to access that data you have to have
a stronger quid pro quo in terms of the digital lifestyle. – Michael Baker

27. Q: Has what we're trying to accomplish in
advertising to healthcare consumers changed?
What's the new goal or gold standard?
It has changed, especially in chronic disease care. Our brands are so often
focused on marketshare, on beating the competition. But the competition isn't
always other brands. It's lack of knowledge, lack of motivation, inaction. Our
new opportunity in these digital spaces is overcoming years of inaction, inspiring
new commitments and bringing people off the sidelines. For marketers, I think that
means two new metrics:
1. Answered questions: Number of times we were there at that "new year's
resolution moment" to answer a question typed into a website or Dr Google
with valuable information and inspiration
2. Consumer engagement: Earning time and attention with those experiences
that people are compelled to explore
Beyond those measures, it also means a double bottom line for healthcare.
Marketing goals, yes. But also outcome goals focused on the change we make in
people's lives: people who came off the sidelines, speed to treatment, etc.
– Leigh Householder, Chief Innovation Officer, GSW, @leighhouse
Question | Has what we're trying to accomplish in advertising to
healthcare consumers changed? What's the new goal or gold standard?

28. "Having a therapy follow you around is very
different than a pair of shoes"
Michael Baker, CEO, DataXu
"Regulations draw a line between sensitive diseases and not sensitive
ones. If you're selling an over the counter therapy for the flu or
allergies, all these smart hyper-targeted strategies are in play. For the
more sensitive disease states, marketers are using more look-a-like
modeling. It's almost a compliance strategy in itself. It
is anonymous data – we don't know who these people are –
and its not determinedly linked – just an inference we're making.”
– Michael Baker

29. Q: Has what we're trying to accomplish in
advertising to healthcare consumers changed?
What's the new goal or gold standard?
We start with our client's segmentation data to understand the demographic and
psychographic attributes they know about their customers. The we fuse that with
third-party data to find targetable groups of customers with similar preferences. If
that segmentation data is a pond, we're looking for the puddles of like-
minded people who prefer the same kinds of digital media, are influenced by
the same authorities, or use the same digital destinations.
Those new attributes and subgroups let us look across tens of millions of websites
to find more people like them, "look alikes" who are likely to also be interested in
the product or message. An additional layer of analysis lets us understand what
kind of content each sub group or puddle in our segmentation pond wants right
now based on popularity and velocity.
That's the foundation of content marketing – small groups with allied
interests and preferences who we can deliver content to through paid and
earned media.
– Leigh Householder, Chief Innovation Officer, GSW, @leighhouse
Question | How are marketers gathering consumer intelligence and
leveraging data to build a 360 view of their consumers?

30. Memorable quotes
Planning for the newly insured
“The lexicon of healthcare is difficult even for college educated people to
understand” – Olivia Banyon, Founder, EVP/Managing Director, Quality Matters
“The patient doesn’t care how much you know unless she knows how much you
care” – Alice Chen, MD Executive Director, Doctors for America
“Many of these new
enrollees have
never encountered
a healthcare
professional in the
U.S. There's a lot of
baseline education
to be done."
– Olivia Banyon

31. CREATIVITY
IN HEALTHCARE
Challenges to changing experience in our changing
world

32. There's a real DNA cultural disconnect
between healthcare and creatives.
Mark DiMassimo, CEO and Founder, DiMassimo Goldstein, passed on
this analogy that had been shared with him:
There are two kinds of people: what's right people and what's wrong
people. Creative people are what's right people. They want to see
something they love, be completely convinced, feel excited about the
solutions.
But, who do you want flying your airplane? A what's wrong person. A
what's wrong person looks for the aberration, they look for a problem.
Diagnosticians do, too. They look for all the possible flaws, even in
a creative presentation. They want to feel they did all their due
diligence and in the end they want to believe they've made the least
wrong decision, at least for now. That's very unsatisfying for creative
people.

33. “Marketing tends not to have the
right seat at the table from a
leadership standpoint. If you see a
CMO in healthcare, it's more likely
to be a chief medical officer than a
marketing one.
You don't have an
executive level
champion for creativity.
Instead, it's evaluated by
people charged with
mitigating risk.”
– Tim Roberts, Creative
Director, Franklin Street

34. “I have no interest in
finding out my patients
sleep patterns for the last
three years or 24 hours of
their temperature data. I
don't know how I’d use
it and I certainly don't
want to be sued for
missing a temperature
spike three weeks ago.”
– Florida physician‟s comment to
David Shronk,, comScore inc.

35. "I remember 10 years
ago seeing teenagers in
Japan playing video
games on their
cellphones and thinking
it was the dumbest thing
I ever saw. Now I do it
every day."
– Matt Henry

36. ”As healthcare
marketers, we try to
move people from a
more passive role in
their healthcare – an
unempowered state
– to being a real
decision maker.
– Mark DiMassimo

37. – Olivia Banyon, Founder,
EVP/Managing Director, Quality Matters
Applause line of the day
“We as marketers need to make a
commitment to simplicity in healthcare.
Especially in digital where there's no
personal and human connection.”

38. #MPMKTG
For more, check out the
conference hashtag:

39. TALK TO US
To discuss this report live, please contact Leigh Householder
at 614-543-6496 or leigh.householder@gsw-w.com.
Visit us as GSW-W.com
Or HealthExperienceProject.com