Leveraging Audience Segmentation
to Build Brand LoyaltyDavid Mickle / Director of Client Services
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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
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The Classics
… 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.
Right Message at the Right Time
Established vs. novel technology
Existing device vs. new-to-market
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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.
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The Evolving Online Patient Landscape
Additional research indicates that the
―eHealth Consumers‖ are visiting
educational websites more frequently
than branded websites.
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Our Segment
Early-stage patients – familiar OR unfamiliar with device
Utilize branded and unbranded strategies to speak to each audience on their terms
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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
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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!)
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Making the Conversion
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REACH EARLY-STAGE AUDIENCES THROUGH RELEVANT CHANNELS
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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
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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)
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The Strategy
Tonsilfacts.com
Parents & Patients
ArthroCareENT.com
Inquiry forwarding
to Coblation MDs
Sales Trend
MeasurementsKeyword & Banner Ads
Scholastic Program
Unbranded Initiatives
Unbranded Advertorials: Thought Leader Focus
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Unbranded Advertorials: ‗Symptom‘ Keywords
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Paid Search: Focus on ‗Symptom‘ Keywords
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Unbranded Website Landing Page
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Unbranded Website Conversion Point
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Branded Initiatives
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Branded Advertorials: Technology/Procedure Focus
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Branded Search: Focus on ‗Technology‘ Keywords
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Branded Website Landing Page
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Branded Website Conversion Point
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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.
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FULFILL THE PROMISE OF THE ONLINE EXPERIENCE WITH EDUCATION AND CONNECTION
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A Path of Conversation — Provide Mechanisms for the Patient to be Introduced to Branded Messages
Thank You!