Planning for personally relevant, differentiated health experiences

Matt NaegerSVP, Health Strategy

The state of digital marketing is rapidly changing

Programmatic continues to expand

New players emerging for direct marketing

Cross Device

• Social platforms are evolving

• User base and profiles creating massive scale

• Unique inventory and placements

• Users are spending their time across devices

• Shift from cookies critical for targeting measurement

• Early stages of ID based tracking

• Ubiquitous on the media plan

• Offerings extending out remnant to premium

• Optimizing performance AND workflow

Connections now made at scale

Audience platforms are growing and providing value

Consumers are searching for information on new platforms and devices

Source: Manhattan Research – Google Physician Channel Adoption Study

More answers need to be provided

Source: Manhattan Research – Google Physician Channel Adoption Study

Search data changes our perspective

Source: Manhattan Research – Google Physician Channel Adoption Study

These addressable audiences are scaling exponentially

Mature addressable

platforms Email Mail Phone

Scalingaddressable

platforms

Emergingaddressable

platforms

POS Website Call center

Youraddressable

platforms

Addressable Platforms

Enabling Audience Platforms gives control of the message & when it is delivered

An Audience Platform is a digital technology that enables automated, targeted, personalized experiences to individuals (known and

anonymous) at scale utilizing first and/or third party data

Customers

1st Party Data

3rd Party Data

CRM Database

A New Way to Buy Media

Aiden

National database70 MM

Audience Mapping

Connecting Audiences to

Audience Platforms

Estimated Reach~63 MM

Audience segment

Direct Target List (PII)

Data Onboarding to Cookie

Look-alike Modeling

Research Panels

(Comscore,Neilsen)

Direct Mail EmailAddressable TV

~40-50 MM Individuals

~40-50 MM Individuals

~30-35 MM Individuals

~50-55 MM Individuals

~7-10 MM Individuals

~2.5-6.5 MM Individuals

Audience sizing and planning process: Segment Driven

The media plan changes to suit the audience and experience

Media Partner Flight Placements CPM Monthly Spend Total Spend Total ImpressionsPublisher 1 Jan 1 - March 31 ROS 10.00$ 35,000.00$ 105,000.00$ 10,500,000 Publisher 2 Jan 1 - March 31 ROS 8.00$ 25,000.00$ 75,000.00$ 9,375,000 Publisher 3 Jan 1 - March 31 ROS 12.00$ 45,000.00$ 135,000.00$ 11,250,000 Ad Network 1 Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000 Ad Network 2 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000 Ad Network 3 Jan 1 - March 31 RON 1.15$ 50,000.00$ 150,000.00$ 130,434,783 Ad Network 4 Jan 1 - March 31 RON 0.85$ 50,000.00$ 150,000.00$ 176,470,588 Ad Network 5 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000 Ad Network 6 Jan 1 - March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000 Ad Network 7 Jan 1 - March 31 RON 3.00$ 50,000.00$ 150,000.00$ 50,000,000 Ad Network 8 Jan 1 - March 31 RON 2.25$ 50,000.00$ 150,000.00$ 66,666,667 Ad Network 9 Jan 1 - March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000 Ad Network 10 Jan 1 - March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000 DSP Jan 1 - March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000 Total 1,965,000.00$ 1,544,697,038

Typical Media Plan

AWARENESS

PRODUCTCONSIDERATION

BRAND CONSIDERATION

QUOTE

APPLY

Addressable Media Plan

Addressable media audience centric approach

Audience Segments

Prospecting

Match converted consumers to

anonymous ID and create look-alike

predictive model to identify “like”

cookies/ placement opportunities through RTB

Retargeting

Identify users visiting site

(anonymous or authenticated)

and target customized

impressions after they leave the

site

Direct Match

Match offline “top deciles” to

cookies through third party match

providers and target known

consumers on a 1-1 level

Identify high performing online

audience segments (“auto intenders”) and target these

anonymous users through the DSP

EmailSearch Keyword

Site VisitorsCIM

Interest

ClicksApps

Site Visits

Data Triggers: Customer list

Prospect Mailing ListLook Alike Models

Audience Exclusions

HH Income 100kDemographicsPsychographics

Paid Social Strategy Approaches

•Enhance prospecting audiences by leveraging native Connection-, Interest- based targeting

UpperFinding New Audiences •

Extend Conversation • Gain Publicity

•Extend reach by modeling Lookalikes of site visitors and loyalists

•Reach people that engage with specific Content

Upper – MidScalable precision

•Directly message loyalists via Facebook ID matching

MidTarget existing customers &

prospects

•Sequentially message site visitors via Facebook pixel implementation

•Leverage site visitor audience for Search and Programmatic media investments

Mid – LowerProduct

Interest • Purchase

Intent

•Remarket to site visitors based on recency and intent

LowerReinforce

ment

• Enhance prospecting

audiences by leveraging

native Connection-, Interest- and Handle-based

targeting

• Extend reach by modeling Merkle

Lookalikes of loyalists• Reach people that search, tweet about, or

engage with specific Content• Directly message

loyalists via Twitter ID matching

• Sequentially message [CLIENT] site visitors (and their

Lookalikes) via Twitter pixel implementation

• Leverage site visitor audience for Search and Programmatic

media investments

Conversion Funnel

For the rest of our webinar on planning for personally relevant, different experiences, view our four-part

on-demand webinar series here.