Leveraging Audience Segmentation to Build Brand Loyalty David Mickle / Director of Client Services

Transcription

1 Leveraging Audience Segmentation to Build Brand Loyalty David Mickle / Director of Client Services

2 Leveraging Audience Segmentation to Build Brand Loyalty Make the case for segmenting audiences to create relevant messages and drive ROI Discuss best outreach practices (SEM, SEO, and display advertising) through a case study Discuss the use of branded and unbranded initiatives to build device loyal audiences 2

3 The Classics Right Message at the Right Time Established vs. novel technology Existing device vs. new-to-market to the Right Audience Newly Diagnosed vs. "Actively on Therapy" vs. Relapsing "Active" patients looking for new therapies vs. those who rely on direction from their PCP, family, etc. 3

4 The Evolving Online Patient Landscape Research indicates that an increasingly growing segment of the ehealth Consumer population is turning to the Internet for early-stage general health related information. 4

5 The Evolving Online Patient Landscape Additional research indicates that the ehealth Consumers are visiting educational websites more frequently than branded websites. 5

6 Our Segment Early-stage patients familiar OR unfamiliar with device Utilize branded and unbranded strategies to speak to each audience on their terms 6

7 Planning the Early Stage Patient Campaign Prioritize segmentation target those early-stage patients/caregivers who are most likely to respond and align spending and tactics accordingly Focus on the patient leverage qualitative, quantitative, and social media research to understand the needs of audiences Emphasize engagement provide multiple mechanisms that allow audiences to engage and maximize the programs reach and effectiveness Listen to the patient encourage dialog with surveys, feedback, and ongoing communications Maximize flexibility leverage analytics to measure success or failure with each campaign touch point and adjust tactics based on that input 7

8 Advantages of Unbranded Marketing Provides real value to early-stage patients or their caregivers who are researching health issues online Starts the process of building long-term trust with a brand, a patient s physician, and their support network Opens up a dialog between the patient and the brand enabling a longer-term conversation that will support ongoing compliance Allows brand teams to better understand and serve their audiences Compliments branded efforts without cannibalizing marketing dollars (if done right!) 8

9 Making the Conversion 9

10 REACH EARLY-STAGE AUDIENCES THROUGH RELEVANT CHANNELS 10

11 Case Study ArthroCare is a highly innovative, multi-business medical device company that develops, manufactures and markets products based on their internationally patented Coblation technology. This platform technology precisely dissolves target tissue and minimizes damage to surrounding, healthy tissue Millions of people undergo ENT surgery every year. ArthroCare ENT is working to make ENT surgery a better experience by providing ENT specialists with advanced tools and alternative procedures based on Coblation technology 11

12 The Challenge To develop an integrated e-marketing program directed to consumers with the following goals: To be a thought-leader and educational resource for the tonsillectomy category Raise disease-state awareness Educate consumer about symptoms and treatment alternatives Demystify some popular beliefs Educate consumer about ArthroCare s treatment option and indirectly drive patients to doctors that practice Coblation (drive leads) 12

13 The Strategy Tonsilfacts.com Keyword & Banner Ads Scholastic Program Inquiry forwarding to Coblation MDs Sales Trend Measurements Parents & Patients ArthroCareENT.com 13

14 Unbranded Initiatives

15 Unbranded Advertorials: Thought Leader Focus

16 Unbranded Advertorials: Symptom Keywords 16

17 Paid Search: Focus on Symptom Keywords 17

18 Unbranded Website Landing Page 18

19 Unbranded Website Conversion Point 19

20 Branded Initiatives 20

21 Branded Advertorials: Technology/Procedure Focus 21

22 Branded Search: Focus on Technology Keywords 22

23 Branded Website Landing Page 23

24 Branded Website Conversion Point 24

25 Case Study ArthroCare ENT Solution & Results Focused on key market segments including ENT surgeons, parents, and patients which resulted in 87,000 unique visitors in the first 5 months of the campaign. Multi-faceted interactive promotional and lead generation campaign drove over 15,400 ENT physician inquiry submissions. Increased overall patient conversion rate by 26% in the first 8 months of the campaign. Helped to drive thought leader (KOL) development and retention. Multi-audience online advertising and SEM campaign drove 4.4 MI impressions delivered in first year of campaign. Expanded emarketing services to the Sports Medicine business unit that leveraged the ENT technology platform and included a sophisticated 500 product catalog. 25

26 FULFILL THE PROMISE OF THE ONLINE EXPERIENCE WITH EDUCATION AND CONNECTION 26

27 A Path of Conversation Provide Mechanisms for the Patient to be Introduced to Branded Messages 27

28 Thank You!