TFW You Find Yourself Doing Cutting-Edge Ads For An Old People's Home On Facebook

“The New Customer Journeys and the Retailization of Healthcare Advertising”

Moderator Jordan Greene, partner/mobile media, Mella Media

Nikzad Allahverdi, senior digital manager, Five Star Quality Care
Jon Kagan, senior director of search and biddable media, Cogniscient Media
Ted Lawson, senior director of marketing, Endo Pharamaceuticals

Jordan: Commonality that consumers don’t need you until they need you. Is search at top of funnel?

Jon: Search is both top and bottom. Targeting you by symptoms, change out ad copy, web domain, pull you through the patient journey. 

Ted: Search is our first go-to. Patient journey research in bariatric space. Can’t absorb B12 naturally. They start researching their surgery maybe years before procedure. Search is important as they’re looking early. Nutrition options. Every patient is going to need to be on B12 therapy for life.

Nikzad: Senior living is sought when there is a need for it. Rely on search. Once they do come in to the site, most of what we do is like holding their hand down the sales funnel. How to have tough conversations, tough decisions. Very overwhelming time when a person has to look for a place to put their relative. We work on organic side but also email campaigns. 

Jordan: Where does mobile fall into overall search?

Ted: Mobile device is the first place they go. We’re retooling our websites because they weren’t mobile friendly. This week, went through legal process, watered them down and approved them. Optimized for mobile in 2019.

Jon: We’ve discovered mobile is our highest source, depends on demo. Mobile has a sense of immediacy. Shorter tail, broader search, higher up the funnel. Research done on tablet, desk top. 

Nikzad: When you search senior living, not a single search. You might make decision across 4 - 7 sessions. A lot of time because there is so much thought going into it, research on tablet. If there’s an event that snaps into focus a search for something now. Middling success with geofencing, targeting them in hospital waiting room. Top of mind. Optimize across the board. 

Jordan: Multiple touch points across multiple platforms. That’s a lot. Do you have to be an expert on Day One?

Ted: We partnered with CMI Media, we’re a smaller plan, game share program. Not an expert in all digital. To partner with a company that is expert. Tremendous amount of success this year. Not just fee for service, set up test and control group, target test group and leave control group agnostic, measure upside each quarter, split the upside. They took up cost of delivery, etc.

Jon: Brand side, agency side, you can learn along the way but then you’re an afterthought. The most important thing to have in any digital operation is people with talent, good multitouch attribution model. If you can’t find someone, then you go outsource. If you’re not in a major metro, Austin, Boston, New York, you throw out the right money, money talks. If you insist on inhouse, have someone smart enough to interpret data. 

Nikzad: We farm it out. Made a shift to a more sales centered culture. It was a lot of local commercials on local news channels. We can do a paid search campaign for you. A lot of the things we assumed as givens about senior living we had shift. We hadn’t done paid targeting. New approaches is trying to get your footing. But in terms of Facebook, we’re finding that it’s in our interests to have team members of the community run their own Facebook pages. Makes a big difference in making people feel secure.

We have independent living, lowest level of care, glorified condo, with peers. Sales process can be two, three years. But if you’re in any other lines of service, assisted living, Alzheimer’s care, usually the adult daughter is the decision maker. We found that there’s an immediate judgment in people’s minds. Say they’re 75 or so, poking around, see an ad somewhere. If we show them somebody the same age as them, visceral reaction, I’m not that old! We have to find people 15 years younger than our average age. 

Jordan: Putting together audiences, how develop who audiences are?

Ted: Bariatric side, very specific. Nice thing is that it’s a niche, we fit very well there. Patients have to be on a host vitamins, iron. In process of having surgery, we identify where in that process is best place to introduce our program. Not a one size fits all, depends on how office processes the patient. Normally, it‘s the dietician. Our sales force is nimble, atrend pre-op meetings, present program there. Most successful but not most efficient. 

Jon: Pull demo data back in analytics, go to brand, Medicare client, age of person researching, join these together, take some liberty, individual into sports, marrying stuff together. Hit XYZ criteria. Do control, tailored messages to see which pushes forward. We’ve discovered what separates digital is we might not reach as many eyes but we’ll hit more qualified eyes. 

Traditional still feeds down into digital media. You can do cross find of both, work symbiotically. Helps influence our decisions later. Hard to get them to deviate some of their dollars. 

Nikzad: Looking at different sorts of media. TV, radio. Chevy campaign, pay it forward, a YouTube personality took opportunity to take money to one of our facilities and created a video where people mame a sound with their mouths, spliced into a song. Video with residents, it had a lot of success. We partnered with him to do a series of videos for us for holidays. “Older and Wiser” campaign, had residents give life advice, working that into pre-roll, Facebook ads. It’s more like brand level. Hard to attribute a conversion, keep faith in people that we know what we’re doing. Nice to see move to cutting edge side.

Jordan: Errors done by clients, competitors. Aleve ran a just short of horrible campaign with Fandango. What mistakes have you made?

Ted: Trying to put too much in to one space. We’re so regulated, we have to water down a lot of what we say. 

Jon: Haven’t had a catastrophe, worst we’ve had to execute on was a Snapchat thing for a healthcare company. Biggest way to deal with problems before they happen is to educate them. 

Nikzad: Finding our footing, with nature of sales cycle as fragmented as it is, try to make information available, optimized so they can read and understand. 

Ted: We’re doing it all, multifaceted. The one critical factor for me is we have to pick and choose where we’re going to have capabilities inhouse. Most important is our analytics team. Traded off digital capability for insights capability. We can take those insights and determine where to put banners, emails, direct mail, etc. Ability to touch people wherever they are.

Jon: Urgent clinics are one and done. Mobile quickly, track to clinic. One pharma client goal to prevent overdoses. Peanut allergy medication, 10 to 12 touch points before they come in. At least 5 touch points.

Jordan: Why aren’t we seeing more aggressive moves?

Ted: It comes to our regulatory environment. Care giver decision, a Facebook page is perfect opportunity to reach out to that community but we can’t do it. All the opportunities in the digital space, regulatory hurdles keep us from getting there quickly. The nature of pharma and where we’ve been. Risk is something greater than the reward of doing something new and exciting.

Jon: Difficult to proactively advertise this without invading someone’s privacy. Huge privacy scenario. Sometimes appropriate and often it’s not. Yes, we’ve overtly cautious but someone’s got to protect you as well.

Video from this session will be available here tomorrow.

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