One Step Closer to Personalized Marketing

Deb FureySVP, Health Strategy

Adam LavelleSVP, Merkle

Personalized THERAPY

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Google PillLifeScan

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Personalized TRACKING

1336 Health Tracker Applications on ITunes alone; $238m market in 2013 around the world, all smartphone-enabled tracker sales

Apple Health Kit - over 20 health care companies plan to support HealthKit

The Economist, 2014; Apple.com 2014

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Personalized ENGAGEMENT

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How We Got Here

Key Barriers:• Highly Silo’d businesses• Significant Med/Legal restrictions• Struggle with fundamentals (e.g., targeting)• Data privacy• High turnover, learning curves

Key Opportunities:• Significant 3rd Party and Digital Media

Spend• Leap Frog other industries• Low visibility into impact, value of

investments• New launch demands

Age of Rep

Emergence of DTC

Multi-Channel Integration Plays

Flight to Digital

19971980s 2005 2012

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260 orphan drugs in US in 2013 - no longer niche

18-to-34 year-olds make up largest share (23.5%) of the US population

It Works – relevant adds are viewed 2X more, online exposed audiences index considerably higher on Rx purchase behavior

Programmatic poised to disrupt model Link TV buys and anonymous prescription purchase data (Nielsen NCS &

Croissix)

Venture funding for health startups increasing 74% between ‘13 and Q314 ($903M)

It is now Possible for PharmaMedical Marketing & Media 10/14; eMarketer 10/14; PM360, 2014; Magna Global 1/14

WH

Y N

OW

?

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Marketers have been thinking in two disparate ways

Data-Driven

ROI

Measureable

The Big Idea

Creative-Driven

Predictive Brand-Building

Experiential

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These worlds have been too far apart for too long

Persona

The Big Idea

Customer Journey Map

Customer Experience

Data & Analytics

Addressable Media Planning

Addressable PlatformExecution & Measurement

Performance

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They are converging to deliver Addressable Customer Experiences

Persona

The Big Idea

Customer Journey Map

Customer Experience

Data & Analytics

Addressable Media Planning

Addressable PlatformExecution & Measurement

Performance

AND

AND

AND

ANDAddressable Customer Experiences

Customer RemarketingAudience 1 Audience 2 Audience 3

Some of the most valuable experiences are in the mid-funnel

Awareness

Consideration

Engagement

Conversion

Commerce

Experience

Unqualified leads & waste

Upper Funnel

Mid Funnel

Lower Funnel

Media Focused

Channel Focused

CRM Focused

Unknown

High-value customer

Low-value customer

Unknown

High-value customer

Low-value customer

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For the rest of our webinar on how you can be one step closer to

personalized health marketing experiences, view our four-part

on-demand webinar series here.