Key Digital Trends Pharma Marketers Need to Know - ePharma 2016

Key Digital Trends Pharma Marketers Need To Know in 2016

February 29, 2016

Presenting TodayePharma 2016

Lauren BoyerChief Executive Officer

Tom HesposChief Media Officer

We’re a health-centric media firm that connects brands with consumers when and where they will be most receptive to messages

Key Digital Trends Pharma Marketers Need to Know

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A Common Investment Model – 70/20/10“Tried and True”• 70% of digital budget• Tactics you can

measure and track back to the business

“Showing Promise”• 20% of digital budget• Last year’s

“Experimental” that contributes to the business, but less measurably

“Experimental”• 10% of digital budget• Solid ideas we can’t

figure out how to measure yet (but will)

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First issue with “Experimental” tactics - Scale

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Second issue with “Experimental” – Industry Overpromising

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What Is Real and What Is Digital Hype?

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Programmatic Buying

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Programmatic Buying

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What Were We Promised?

• Increased labor efficiency

• Increased media efficiency

• Easy audience identification

• Quicker turnaround times

• More responsive media investment

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What Did We Get?• Crowded and

confusing landscape

• Concerns about fraud and viewability

• Undisclosed markups

• Poor ad environments

• Spooking patients or violating HIPAA with ad targeting

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What Can We Pull Out Of The Digital Hype?

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One Approach: Programmatic ContextualSupplement top publisher inventory with long tail web content

Works well for many audiences – patient, HCP, Payor, etc.

Cookieless and white hat

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Contextual targeting within support forums

CyberknifeExample

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Important Things to Remember

Insist on pricing transparency Tease out audience based on site, complexity of concept

Need contextual/conceptual data

Whitelists, whitelists, whitelists

A Different Approach

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Programmatic Buying

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Content Distribution

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What Were We Promised?

• Exposure for patient testimonials/KOL videos

• The ability to bring content to audiences, instead of the other way around

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What Did We Get?

• Sponsored content competing with Clickbait

• “If you build it, they don’t necessarily come.”

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What Can We Pull Out Of The Digital Hype?

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One Approach: MultichannelTag and code assets properly for easy discovery and indexing by search engines (DAO)

Paid amplification plays a big role

Mix channels like YouTube and VOD with paid contextual video and social

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Starts with J&J’s blog, but doesn’t stay there

Multichannel helps drive social media

J&J Disease Awareness

Example

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Important Things to Remember

Don’t forget SEO and DAO Don’t limit video assets to web

Content assets must employ both push and pull strategies

Content competes across subject matter

A Multichannel Approach

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Programmatic Buying

Mobile

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What Were We Promised?

• Friction-free ways to engage HCPs and patients

• A display ad medium that reached light consumers of other media

• A new in-office medium

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What Did We Get?• Difficult app

discovery process, and room to use only 5-9 regularly

• Ubiquity, but difficult to reach people in a compelling manner

• Expensive in-office solutions with comparatively few players

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What Can We Pull Out Of The Digital Hype?

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One Approach: Align with Multichannel Consumption

Avoid unsupported apps. Support with paid media, as well as owned/earned.

Pay close attention to media consumption habits and adopt a cross-screen approach.

Consider in-office alternatives, like programmatic geofencing.

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Paid Media should amplify app discovery

Most DSPs and trading desks can extend TV reach

Many can geofence to reach HCPs

Health AppsExample

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Important Things to Remember

Mobile may represent your last chance to get a message in front of a patient or HCP prior to the appointment.

“Year of Mobile Health Data” is the new “Year of Mobile.”

Start with target media consumption habits

All apps need to be supported. If not, consider a partnership with an existing app.

Multichannel Consumption Approach

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Q&A

For more information on Underscore, please contact Brandon Buttrey

(646) 442-4481brandon.buttrey@underscoremarketing.com

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