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Monday, March 17
Digital media consumption is rapidly changing how a marketer can reach an audience, whether they are patients, caregivers, doctors, or any other in the multi-faceted healthcare arena. Ritesh Patel will provide insights on the media consumption and decision-making behavior changes among these different constituencies. How do marketers of all stripes meet this new complexity across the various healthcare markets.
Above all else in healthcare, digital media has fully empowered and educated the consumer of services. This changes everything about health marketing…or at least it should. We start Marketing:Health with that new consumer – who she is, how she gathers and uses information, how, where and why she is seeking information on digital platforms. Once marketers get beyond merely paying lip service to “following the consumer,” how should that deeper understanding of the healthcare seeker inform branding, media planning, messaging and longer term customer relationships? And how are marketers gathering consumer intelligence and leveraging big and small data to build a 360-degree view of their customers?
- Adeline Heymann, Senior Experience Strategist, RTC
- Leigh Householder, Chief Innovation Officer, GSW @leighhouse
- Howard Hunt, Executive Director, Mobile Client Service, Meredith Xcelerated Marketing @howardhunt
- Matt McNally, President, Publicis Health Media
- Maria Tazi, Strategic Brand and Marketing Consultant, Prophet @iAMhealthcare
The Obama 2012 campaign brought the benefits of big data to the forefront of political campaigns and many other organizations in D.C. Hear how Enroll America has incorporated these models into their digital media efforts that drive insurance exchange enrollments and what they’ve learned about its limitations. Adam will offer his advice for your organizations as you face the big data questions.
We’re not selling soap here. The major agency holding companies are spinning out new units to cover the health vertical because media planning and buying here is radically different from other B2C and B2B segments. People use health care media differently, come to it for different reasons. They are, most often, not moving towards a transaction. Therefore, the au courant advertising technology tools don’t necessarily apply here. The media mix is complex encompassing professional, institutional and consumer audiences. The legal and regulatory considerations are unique. To address the complexities, we bring together leading agency planners and buyers to explore the intersection of digital technology with health care marketing.
The Affordable Care Act changed the game and raised the opportunity for insurance providers. Tens of millions of new customers are now in market, shifting insurance company marketing from B2B to B2C. The challenges are diverse. Not only are messaging and media planning/buying unique, but marketers have to cultivate new customer acquisition channels, vet new sources of data, and understand new class of customers. The sheer complexity of the new exchange system poses educational challenges to all and raises questions about who in this new public/private partnership is responsible for doing what in the marketplace? Our panel of insurance industry execs explores marketing in the post ACA landscape.
- Steve Rubis, Associate Analyst, STIFEL
- Olivia Banyon, Founder, EVP/Managing Director, Quality Matters
- Jamie Beth Solak, Managing Director, Arlington Healthcare Group
- Alice Chen, MD Executive Director, Doctors for America @atychen
- Marcelo Rodriguez, Principal, Grupo Parada @mrodriguezGP
- Jose Villa, President, Sensis @jrvilla
David Shronk, VP-Digital Health Vertical for comScore, will review consumer online health trends focusing on insights derived from his team’s many years of tracking the health category. He'll review the behaviors of consumers as they interact in the digital space.
- David Shronk, Vice-President Digital Health Vertical, comScore inc.
Social media has caused an explosion in health-related information sharing, but this is one arena where “word-of-mouth” is not always a good thing. Misinformation can be dangerous to consumers, but real-time and over-zealous correctives from industry players can put companies at risk. The FDA is only beginning to offer guidance on how the pharma segment should handle social media communications, so it is unclear how regulations apply here. Yet online forums and social networks have become the go-to sources for many consumers. How are healthcare providers building policies and procedures for engaging the social media space? Who will shape this conversation – providers, regulators, consumers?
Does healthcare marketing really need to look and sound the same? And must it be so boring? As the segment expands into ever more media, how can agencies push the boundaries to stand out? How can marketers work within the many regulations and the generally serious messaging but still find new creative hooks? Is there room in healthcare marketing for creativity, and even fun? In this discussion we explore how agencies are innovating around creative and messaging while continuing to color inside the lines of regulation and taste.
- Ahava Leibtag, President, AHA Media Group @ahaval
- Gaurav Bhatia, VP, Digital Strategy, AARP Services @gauravbhatia1
- Mark DiMassimo, CEO and Founder, DiMassimo Goldstein (DiGo)
- Dave Lockwood, Group Director, Solutions Planning, Lowe Campbell Ewald @davelockwood
- Tim Roberts, Executive Vice President/Creative Director, Franklin Street
With computers and sensors now in patients’ pockets, mobile technology is poised to transform modern healthcare at every level. From preventative services to device monitoring, form communications with providers to fitness, from treatment to support and training etc., the smartphone is a game changer. But first things first. How do healthcare marketers prioritize their entry into this limitless opportunity? How do marketers assess when, where, how (and how much) to go mobile … before their competition beats them to market?
- Scott Holmes, Chief Marketing Officer, Blue Wave Media
- Gabriel Cheng, VP, Mobile Strategy, M&C Saatchi Mobile @gabecheng
- Kevin Clement, VP, North American Pharmaceuticals IS Business Partner, Sanofi
- Geoff McCleary, VP Group Director, Mobile Innovation, Digitas Health @wapgeekboy
- Colan McGeehan, SVP of Consumer Revenue and Partnerships, Sharecare
- Jason Oberfest, Co-founder and CEO, Mango Health @joberfest