The following includes presentations and videos covering market research.
Videos in this program include:
*Presentation slides included with video.
*The Short- and Long-Tail of Marketing
Eric Talbot, Principal & Founder, Epiphany Insights, Inc.
As with all brands, your campaign will experience a lifecycle. But do you know how long you should do DTC advertising? Should it be only during launch? How do I adjust my campaign throughout my product’s lifespan? Learn from strategy and analytics expert Eric Talbot about knowing when and how to evolve your campaigns as your brand ages.
Market Research is Necessary?
Fred Church, Vice President – Commercial Strategy & Forecasting, Ipsos Healthcare
Market research is a crucial step in developing your DTC plan. But what do you need to know? Learn from market research leader Fred Church about the basics of designing a campaign – from the qualitative research to concept testing to simulated environments through ROI forecasting.
*Boehringer Ingelheim Takes Diabetes to the Dance Floor… with
Lance Tyler, Executive Director of MultiChannel Marketing, Cross Cultural Marketing and Established Brands, Boehringer Ingelheim Pharmaceuticals, Inc.
Ana Ceppi, Vice President/Healthcare, Univision
Boehringer Ingelheim knew it could help the 1 out of 5 Hispanics diagnosed with Type 2 diabetes. It just needed a big idea... and scale. Find out how Boehringer Ingelheim partnered with Univision’s Sabado Gigante in a Diabetes awareness campaign that drove Hispanics from the dance floor to the doctor’s office.
*Driving Patient Conversations through Disease State Marketing
Strategies (Presentation Slides Only – No Video
Eric Foster, Marketing Director, Consumer Marketing, Immunology at GSK
Loretta Lurie, SVP, Managing Director, PHD
In 2013, GSK teamed up with Anderson DDB and PHD Media to explore innovative disease state marketing strategies for Lupus. The campaign was fueled by an intent to increase lupus awareness and patient conversations. Reviewing the data of the varying efforts, and particular success in targeted media channels such as point-of-care video, shows that there are certain best practices to share with the industry.
The TV Revolution is Here! Pharma's Big Data Opportunity in the
World of Targeted TV (Presentation
Slides Only – No Video Available)
Andrew Ward, Group VP, Comcast Media 360
Dan Stein, SVP, Analytics Services & Product Strategy, Crossix Solutions
In 2013, a top 10 pharmaceutical company partnered with Comcast and Crossix to design, execute and measure the first-ever targeted TV test for two brands. In an effort to understand how to increase the effectiveness and efficiency of TV media buys, the brand team sought to discover: would adding incremental TV media to national TV buys yield incremental conversion impact and positive ROI for the brands? Would smarter audience targeting enable more effective and efficient TV buys? Join these pioneering marketers for this groundbreaking case study to learn how big data and new targeting technology can be used to drive and improve TV media buying decisions.
Ask Your Doctor? The Impacts of DTC Advertising
Michael Sinkinson, Assistant Professor Business Economics and Public Policy, The Wharton School, University of Pennsylvania
A recent study from The Wharton School on DTC advertising explored several key areas of its impact. Upon exploring the importance of competitive interaction between manufacturers, research found that DTC generated both positive spillovers within a product category and business-stealing effects among rivals. As many consumers found competitive products to be close substitutes of each other, a strong need for product differentiation is exposed. Furthermore, study results help qualify policy makers’ views: the increase of information vs wasteful advertising.
Sheila L. Thorne, President/CEO, Multicultural Healthcare Marketing Group, LLC
The African American community is a large and important demographic in healthcare, but it can oftentimes be difficult to connect with as issues such as proper healthcare access or a lack of trust of the pharmaceutical industry create barriers for marketers. Multicultural marketing expert Sheila Thorne has found one of the solutions when it comes to marketing opportunities within this key population and has been designing qualitative and quantitative measures of success within the pharmaceutical business model.
Study: DTC Marketing Automation – How Brands Can Activate Data to Win
Chuck Hrushka, Executive Director of Marketing, Kowa Pharmaceuticals America, Inc.
Jeff Rohwer, Partner, Strategy & Co-Founder, Sentient
DTC marketers are overwhelmed with mountains of data. Market research, copay card redemptions, web analytics, CRM data, and of course, nRx/tRx sales figures are utilized to try and glean insights into what’s working in the marketing mix and why reactively. Many marketers are asking themselves, what good is all this data if I can’t use it proactively and in real-time to make direct changes to how I’m activating media and creative to deliver results? Through this case study, learn how to introduce marketing automation, fueled by data and insights, to deliver results through KPIs and, most importantly, script growth.
Study: What’s New in Programmatic? Mobile Hypertargeting & Campaign
Measurement Fueled by Rx Data?
Shannon Gallagher, SVP, Analytics Services, Crossix / Chris Colella, Director of Pharmaceutical Business, 4INFO
Hyper-targeted programmatic mobile campaigns are highly effective at reaching target patients and driving impact. This case study presentation demonstrates that mobile is a valuable channel for reaching target health audiences and driving behavioral impact. When mobile is combined with hyper-targeting driven by predictive Rx data, it is an even more useful channel. In order to understand the Rx impact of your mobile campaign, you need to utilize the right methodology, which leverages actual patient treatment data.
*Digital Disruption: From Big Data to Focused Data
Jack Hogan, Chief Technology Officer, Lifescript
An abundance of data can sometimes be overwhelming. But with technology, marketers can graduate from big data to focused data. Focused Data allows companies to create smaller, hyper-targeted segments across key condition categories, with much greater relevance. For instance, by normalizing data down to approximately 400 data points, you can focus on one condition and/or targeting parameter to reach the most meaningful segments, which is particularly helpful if you are trying to connect with extremely niche audiences. Learn what impacts these disruptive innovations can do for you, your brand, and its messaging.
*The App-ization of Healthcare: Uber your Healthcare! The
Imminent Future of Patient-Centered Medicine
Michael Spitz, VP, Strategy, Klick Health
Mobile technology has changed consumers’ lives. We can now instantly summon a cab, order a meal, reserve a room, stream music and video, and socialize on our phone—so why can’t we effortlessly access the most important data of all, our health records? The wearables revolution has made health and wellness apps central to consumer electronics. This shift makes the measurement, analysis, and sharing of personal health data widespread. After privacy and security concerns are addressed, consumers will be able to “Uber” their healthcare. Discover how and what these changes all mean for you and your brand.
Prescription for Increasing Mobile App Downloads
Howard Goldberg, Sr. Account Executive, Evolving Verticals, Nielsen
Smartphones and tablets have become essential sources of patient engagement with approximately 2.5 million Americans using their mobile device each month to obtain medical information. Patients are increasingly leaving the doctor’s office with both an Rx for a drug as well as a mobile app. With thousands of choices in the marketplace, how can you increase adoption and downloads of your application? In this session, we’ll examine consumers who believe healthcare apps impact their health, explore their behaviors and attitudes to define app content, and discover marketing tactics to build awareness and downloads
Big Analytics to Measure DTC Impact
Tom Wassel, President, Pharmalytical, Inc.
Big Data has led to the development of Big Analytics, a new set of tools and approaches for data analysis. These powerful tools, designed to analyze massive datasets, can be leveraged by your team to help you better understand and quantify the impact of your brand’s DTC TV campaign. Using a real world analysis, data expert Tom Wassel will walk through the steps of analyzing a DTC TV campaign with Big Analytics, including: How to Find, Measure, and Leverage the DTC Effect.
*GoBoldly with PhRMA
Eric Emel, Group Director, Client Engagement, VML
Belle Frank, Global Director Research and Strategy, Global Health Practice, Young & Rubicam
Hear how the GoBoldly campaign on behalf of America’s Biopharmaceutical Companies was created from Robert Zirkelbach, Howard Courtemanche, and Belle Frank. They will discuss the background, objectives, insights, and development of this campaign that highlights the ground breaking innovations in new medicines developed in recent years and the exciting breakthroughs soon to come.
Healthcare IT Panel
Moderator: David A. Dworaczyk, PhD, Director, Life and Health Sciences Strategic Development, Health Sciences Global Business Unit, Oracle
Heather Adamson, Content Marketing Lead, IBM Watson Health
David A. Dworaczyk, PhD, Director, Life and Health Sciences Strategic Development, Health Sciences Global Business Unit, Oracle
Siva Nadarajah, General Manager, Big Data and Compliance, QuintilesIMS
Dr. Keith Roach, Chief Medical Officer,Sharecare
With so much data collected on consumers, it is hard to sort through the clutter and understand what is useful, important, and can actually be translated into results. Our panel of data experts will look at innovations in data collection and analysis that will allow marketers to better understand and micro-target consumers in an actionable way. They will break down three prominent areas: Social Listening, Smart Devices, and Real World Data.
Felisha Lewis, Vice President, Healthcare Insights, Nielsen
Carlos Gutierrez, VP, Strategy & Insights, Univision
Dr. Juan Rivera, Chief Medical Correspondent, Univision Communications, Inc. (UCI)
Looking to grow your business and improve patient outcomes? US Hispanics are your opportunity. Join experts from Univision and Nielsen as they share new insights from the Hispanic Healthcare Journey study, which brings to life the emotional, behavioral and cultural considerations for implementing Hispanic outreach. From the very first symptoms to obtaining treatment, participants will gain new insights to encourage patient-HCP conversations, adjust their communication strategies, and craft resonate messaging for Hispanic patients.
*State of the Industry Analysis
Jayne Krahn, VP of Product and Research Operations, Kantar Media
Jon Swallen, Chief Research Officer, Kantar Media
Join Kantar Media’s Jon Swallen and Jayne Krahn as they share an in-depth spending analysis of DTC marketing. This data session will delve into the rebound and evolution of DTC spending in the past few years to help you understand what changed and why, and project where future spending is headed. Analyses by category will also be shared.
Today’s Patient Experience
Moderator: Scott Ehrlich, COO, DTC Perspectives
Steven Millerman, President,EMCAY
Jennifer Mormile, Chief Industry Officer, Condé Nast
Reginald Ware, CEO, BlackDoctor.org
Roger Sawhney, Senior Vice President of Life Sciences Strategy and Business
Development, Outcome Health
Mike Collette, CEO, PatientPoint
With a more individualized customer base, today’s consumers demand that marketing better reflects their individual needs and personalities. Our expert panel will discuss how you can gain more traction in your efforts through better-tailored campaigns and programs. Glean insights about how to better understand the patient as individuals, including their cultures, buying experiences, and challenges with their diseases
Healthcare Advertising and the American Consumer: A Data-Driven Overview
Jon Swallen, Chief Research Officer, Kantar Media
Dave Emery, Kantar Media
Even as budgets for DTC advertising continue to shift toward more patient-centric and targeted digital media, this research-based session will demonstrate that television and print still remain important channels for reaching healthcare consumers. A more comprehensive understanding of how healthcare marketers use mass media provides a foundation for brand strategies to improve ROI in those media.
Innovations in Copy Testing
John Mangano, Senior Vice President, comScore
Mike Hulfachor, Vice President, comScore
Advancements in tracking and research have allowed marketers to find out sooner and on a more timely basis how their ads are performing and where adjustments may be needed. Through the largest set of matchable TV data in the market, comScore experts will share brand tracking and ROI measurement, where TV and online are combined using script match, to help you transform your marketing.
Magazine Media Tells and Sells
Linda Thomas Brooks, CEO, MPA – The Association of Magazine Media
Extensive research continues show that magazine media is the most trusted, inspiring and in uential of all media. In this enlightening presentation, Linda Thomas Brooks, president and CEO of MPA – The Association of Magazine Media, presents the proof of print magazines’ powerful ability to drive sales and deliver a higher return on advertising spend than any other measured media. In addition to the incredible power of print ads, Linda will share the many unique—and scienti cally proven—bene ts of paper-based reading and why print is preferred by the majority of readers—even millennials.
“The Cure for The Common Hospital” – Successfully Repositioning a Small, State-of-the-Art Community Hospital Isadora Brown, Vice President, Lattimer Communications
Nicky Scott, Senior Account Executive, Lattimer Communications
This presentation will share the insights and strategies implemented to reposition a small, state-of-the-art, community hospital -- a place that would remind patients of the care that had disappeared from healthcare.
*30 Day Countdown to ACA 2.0: From Untapped Demand to Focused
Growth, Retention & Cost Management
Carlos Santiago, President/Chief Strategist, Santiago Solutions Group
How will the second open enrollment further shift the face of insured consumers, redraw market shares and demand changes in the way insurers, hospitals, drug retailers and pharma deliver health care solutions? As exchanges scale up, these dynamics will accelerate the shift to consumer-centric approaches – simpler, more effective, more efficient consumer touchpoints on the go for the highly multicultural exchange population. Increased competition among insurers, hospitals, drug retailers is certain while the newly insured becomes savvier, expecting smoother experiences, more guidance to manage their families’ health while increasing their value perceptions. Join us to explore how marketing effectiveness becomes a powerful advantage through emerging approaches and solutions
*Asian Americans and Cultural Attitudes Towards Their Health
Eileen Chin, Director of Strategy, Ten Health
Grace Chiu, Founder, GC Global Research
How do Asian Americans differ when it comes to their attitudes towards their health? Learn from experts in Marketing and Market Research, who will share insights from marketing directly to Asian Americans, and their physicians. Gain insights into various Asian American communities and their perceptions of diseases such as diabetes, heart disease, cancer, and other health ailments.
*Case Study on African American Health Marketing
Vickie Gogo, Senior Vice President, Campbell & Company
Creative approaches are required to develop campaigns that are credible, sustaining and effective for Federal and state health agencies. One proven approach is through grassroots outreach and strategic partnerships. This presentation will discuss how Centers for Medicare & Medicaid Services (CMS) engaged senior centers and partnered with local radio stations around the country to educate African American older adults about new programs that benefit them.
to the Asian Market Segment Panel
Moderator: Saul Gitlin, Chief Marketing & Strategy Officer at GlobalWorks
Panelists: Jay Kim, Managing Director, AAAZA / Eileen Chin, Director of Strategy, Ten Health / Giancarlo Pacheco, Co-Founder and President, PCA
This panel will take a cross-agency look at different ways to market healthcare products and services to the Asian consumer segment, looking at media mix, creative, and culturally competent marketing.
Communicating to the Hispanic Market Segment
Moderator: Eduardo Perez, President, PM Publicidad
Panelists: Jose Villa, President, Sensis / Oscar Padilla, VP-Strategy, Luminar / Eric Talbot, VP Brand Solutions, Univision
This panel will take a look at the best ways to reach the Hispanic consumer. It will show how best to utilize traditional and social media, how to choose your media mix, and how to best understand the purchasing habits and brand loyalty of this consumer segment.
*Do You Know Who is Over the Counter (OTC)?
Oscar Padilla, VP-Strategy, Luminar
The ability to fortify marketing efforts by tracking consumption trends and dive deeper into the diverse socioeconomic Multicultural segment is imperative. By partnering with Luminar, gaining access to transactional data for U.S. households allows for robust segmentation models down to the UPC/SKU level, providing greater insight into the preferences of the Multicultural population and tap this marketplace for feedback. Collaborating in a private cloud environment to view consumption and close the feed back loop resulted in identifying underserved markets and comparison of sales performance over time across key ethnic segments, further informing the marketing and promotions strategies.
Getting African Americans Excited About Health Through
Jason Hughes, Director, Sales, Reach Media
African Americans over index in radio. Being concentrated in several urban markets, radio is also a great way to reach African Americans with very targeted, actionable health information. This presentation will discuss how to effectively reach African Americans through radio (both locally and nationally) and present case studies that show specific ways that African Americans were driven to take action on their healthcare through radio targeting.
*How to Develop Your Total Market Strategy
Eric Talbot, VP Brand Solutions, Univision
Effectively engaging consumers today requires making connections across multiple dimensions of relevance. For Hispanic consumers cultural relevance is a key consideration, as often cultural factors can drive healthcare behavior. Understanding cultural values, nuances and passion points are critical to Hispanic consumer engagement. This presentation will explore culture as a point of differentiation in effective DTC communication campaigns. It will share evolving communication initiatives that make a difference and highlight best-in-class examples across a number of industries.
*LGBT Market Insights, Best Practices, and Case Studies Tom Roth, President, Community Marketing
Gay and lesbian is no longer an “emerging” multi-cultural market segment. Many leading brands are seriously engaged with the LGBT community and gauging trackable ROI. How can you identify market opportunities, communicate effectively, and measure results? Thomas Roth will share the perspectives, tools and best practices that you need to be successful.
to Diversity in a Digital World
David Burgos, SVP of Cultural Strategy, TNS
From social networking and mobile commerce, to location-based services, device proliferation and constant connectivity, the digitalization of our daily lives has had a powerful impact on the ways in which brands and consumers relate to each other. While this digitalization is seen by many as a challenge, savvy marketers are actually leveraging it as an opportunity to connect with diverse consumers in a meaningful way. David Burgos will share with us the results of TNS’ Connected Life, a global study exploring the ways in which ethnic segments in the US (including non-Hispanic Whites) are engaging with each other and brands in a digital world, examining the interplay between online and offline behaviors.
to the African American Consumer
Moderator: Bob McNeil, President & CEO, ImagesUSA
Panelists: Vickie Gogo, Senior Vice President, Campbell & Company
Sheila Thorne, President & CEO, Multicultural Healthcare Marketing Group
Isadora Brown, Vice President, Lattimer Communications
This panel will examine different cases on how to market healthcare to the African American consumer. Panelists will discuss culturally competent marketing, specific campaigns that were and weren’t effective in marketing healthcare to African American consumers, and how your company can do a better campaign to reach African American consumers.
Marketing to the Hispanic Consumer
Moderator: Eduardo Perez, President, PM Publicidad
Panelists: Carla Eboli, Chief Marketing Officer, Dieste / Steve Millerman, President & Founder, EMCAY / Liliana Gil Valletta, Managing Partner, XL Alliance
This panel will examine different cases on how to market healthcare to the Hispanic consumer. Panelists will discuss culturally competent marketing, specific campaigns that were and weren’t effective in marketing healthcare to Hispanic consumers, and how your company can do a better campaign to reach Hispanic consumers.
*Marketing to the LGBT Health Care Consumer
Andy Bagnall, EVP, Strategic Direction, Prime Access
Marketing to LGBTs can seem like the last frontier of multicultural health care. But the reality is that many brands have been successfully marketing to LGBTs since the beginning of DTC advertising. This session will discuss the viability of including LGBTs in your market segmentation and outline successful approaches to capture this still untapped audience.
*The Hispanic Millennial Project: Phase Two
Jose Villa, President, Sensis
Roy Kokoyachuk, Managing Partner, ThinkNow Research
The Hispanic Millennial Project (HMP) is a joint research study developed by cross-cultural advertising agency Sensis and leading research firm ThinkNow Research. The HMP is designed to provide an in-depth analysis of Hispanic Millennials, one of the most compelling, dynamic and often misunderstood segments within the growing Hispanic market. Phase Two of this project focuses on the attitudes of Hispanic Millennials toward healthcare, health insurance, and the Affordable Care Act, and where and how they consume information on these topics.
*Transcultural Marketing: Building Relationships with Healthcare
Marye Tharp, Senior Lecturer of Marketing, University of Texas At San Antonio
Transcultural marketing adds a “cultural values” proposition to a traditional “economic value” proposition, as marketing objective for a diverse customer base. A cultural values proposition is built on the values and affiliations an organization signals in its philanthropic, financial and strategic alliance partners, its environmental and community footprints, and its human resource policies. The talk will illustrate case examples of effective transcultural marketing in healthcare and other industries
*Using Social Media to Teach, Reach & Market to a Multicultural Healthcare Audience
Reginald Ware, CEO, Blackdoctor.org
Derrick Lane, Chief Content Officer, Blackdoctor.org
With the explosion of "black Twitter," Instagram video, Facebook shares and other current social media tools, African Americans usage of social media continues to grow exponentially by the hour. To keep up with the growing demand of how African Americans use social media as a top source for news & health information, this presentation will guide you through best practices of using likes, shares, tweets, posts and more to build brand awareness, grow your user base, and maximize online engagement amongst the nation of black consumers
*A Burgeoning Opportunity: The 50 + Hispanic Consumer
Louis Maldonado, Partner, Managing Director, d expósito & Partners
The 50+ segment of Hispanic market is the fastest growing segment of the total Hispanic market. But few advertisers in the Healthcare/Pharma industry have targeted this segment. Insights and lessons learned from programs targeting this segment will be presented from work with clients like AARP.
What You Hear: Hispanic/Multicultural insights and their Impact on Healthcare
Myrna DeJesus, Senior Vice President of Planning, PM3 Agency
Perception can sometimes be reality, and that can be true regarding minority perceptions of healthcare. While these generalizations are rarely accurate, they are rooted in some truth. Whether a mistrust of doctors or a cultural misunderstanding of insurance, there are cultural reasons why people have certain perceptions. This session explores the background and cultural habits that affect perceptions of healthcare among minorities and how marketers can address and change these perceptions.
Increasing Racial & Ethnic Diversity in Clinical Research:
Meeting the Challenges from Molecule to Market
Sheila L. Thorne, President/CEO, Multicultural Healthcare Marketing Group, LLC
Clinical research is the foundation for the practice of evidence-based medicine. Once approved by the FDA, the therapy becomes available for physicians to prescribe to their patients. The more diverse the participants in clinical research, the more confidence physicians have in study results and the benefits of the medicine to all people, and the more strategic advantage in marketing to consumers and physicians who treat people of color. Blacks, Latino and Asians participate in clinical research far below their representation in the population. This presentation will address the reasons for low participation of diverse groups, the challenges, the barriers and the solutions to recruiting and retaining diverse participants in clinical research.
*Multicultural Celebrities and Music Create Unique Growth
Opportunities for Brands
Bob Williams, CEO & Speaker, Author of The Brand Agent
Multicultural audiences are the fastest growing consumer segments. Culture is often underutilized when marketing to consumers outside the general market. Celebrity endorsers and music have and continue to be very effective bridging the gap with consumers of different ethnicities. Bob Williams will share how healthcare brands can capitalize with powerful messages that resonate and stand out from the clutter with targeted consumers
*Multicultural Consumers: The New Mainstream
Jeff Gregori, VP Consumer & Shopper Practice, Nielsen
As the population shifts, and the old mainstream becomes more diverse, it is no longer a valid business strategy to assume that ethnicity and race will eventually become irrelevant and dissolve into a homogenous “general market.” Instead, marketers should adjust and update their efforts to address a new mainstream marketplace that reflects and acknowledges consumers of all races and ethnicities. As the nation’s three largest multicultural groups continue their upward trajectory in both numbers and buying power, the need for a nuanced, culturally acute roadmap to the youngest and fastest-growing segment of the U.S. population has never been greater.
*Using Data to Better Understand the Multicultural Consumer
David Mesas, Director of Sales, Geoscape
Reaching the multicultural segments – particularly Hispanics, African-Americans, and Asians– has unique challenges, especially in the healthcare space. Today’s diverse consumers are seeking accurate, relevant, and personalized information to help them make good healthcare decisions for themselves and their families. Adding to the complexity are macro dynamics like healthcare reform, stricter FDA guidelines, healthcare professional shortages, and a rise in the number of patients entering the healthcare system. This deep dive will uncover ways that some leading healthcare providers are using data to meet the needs of multicultural communities in a way that benefits both the consumer and the healthcare industry as a whole.
Advertising That Motivates Behavior Change In the Asian American
Edward Chang, President, A Partnership
Asians represent the fastest growing ethnic segment in the U.S., and are projected to be the largest immigrant group by mid-century, which has substantial implication for health marketers. Asian Americans are a culturally and linguistically diverse consumer segment, with different cultural norms and predispositions. In this session, we will share strategies that will help marketers build relevance in the Asian community, and drive action.
El Poder En Ti: Why Patient Education is Critical to the
Kate Merz, VP of Content and Creative Strategy, PatientPoint
Ellen Falb-Newmark, Vice President of Client Development, NBCU Hispanic Enterprises
When it comes to disease education, prevention and medication, Hispanic consumers still turn to the most trusted source—their doctors, and 45% of Hispanics agree they only use drug brands recommended by their physicians. And if that’s where Hispanic consumers go for specialty information, shouldn’t you focus your marketing efforts at the point of care? PatientPoint, the leader of patient and physician engagement at the point of care, and Telemundo, the industry leader in producing and distributing high-quality Spanish-language content, will detail why marketers should consider the point-of-care industry for their efforts in reaching this critical population
Healthy Living Every Day!
Lafayette Jones, CEO of SMSi/Urban Call Marketing & Publisher of Urban Call
Sandra Miller Jones, Founding Chair of Segmented Marketing Services, Inc. (SMSi) and SMSi Health Insurance Solutions
Under the Healthy Living Every Day! umbrella, sister companies SMSI-Urban Call Marketing & Publishing and Segmented Marketing Services Inc. (SMSi) have worked with global CPG brands for over 35 years. National grassroots marketing experts, Lafayette Jones and Sandra Miller Jones, will provide an overview of the marketing techniques they have used to encourage healthier lifestyles among minority consumers (especially African American women, using their proprietary networks of beauty salons, barbershops, churches and retail stores. Case studies initiatives include: Affordable Care Act Education with Blue Cross Blue Shield /NC Mutual; Claim More Diabetes Prevention project with AARP/United Health Care; and Feeding Dreams with General Mills and celebrities Susan Taylor and Steve Harvey.
*Reaching the LGBT Consumer Today
Todd Evans, CEO, Rivendell Media
This presentation will provide insight and status on LGBT and HIV/AIDS media and how to reach these marketplaces. A lot has changed over the years but much has remained the same too and we will touch on what works and what has not. This presentation will provide the most current research available and also show you what companies are actually doing today in various ad categories. So whether you are interested in inclusiveness or just learning the basics on targeting either of these consumer groups you will get the specific marketing 101 here including why to target LGBT to begin with. Included will be a list of the top advertisers in both LGBT and HIV/AIDS advertising along with an overview of the available media outlets.
*How Do You Reach an Audience and Convince Them to Change a Risky Behavior?
Howard Lenn, JWT
One in four people will suffer from mental illness at some point in their lifetimes, according to the National Institute of Mental Health. Yet often these individuals conceal their difficulties from friends, co-workers, family health professionals and others who could offer help. When the New York City chapter of the National Alliance on Mental Illness (NAMI–NYC) decided to investigate this phenomenon, they found that fear of being stigmatized—resulting in part from beliefs that individuals with mental illness are unpredictable or dangerous—was keeping many people silent. Teaming up with marketing company JWT New York, they designed the “I Will Listen” campaign in an effort to help break through these misconceptions.
*The Evolution of PSA Campaign or Evolving a PSA Campaign Erin Stoeber, Vice President, Marketing & Communications, Crohn’s & Colitis Foundation of America
In 2012, the Crohn’s & Colitis Foundation of America launched “Escape the Stall” - a multi-faceted PSA campaign featuring actress Amy Brenneman to raise general awareness about IBD. In 2014, they leveraged key learnings and evolved the campaign into “Someone You Know.” By utilizing the existing creative assets they cost effectively expanded the messaging to better dimensionalize the severity and prevalence of these diseases in a way that was not achieved with the first campaign
*A Patient Engagement Technology Case Study
Bonnie Ben-Shmuel, Senior Product Manager, Pfizer
Robert Palmer, EVP, Managing Director, JUICE Pharma Worldwide
Patients are increasingly using mobile technology to help them track their health and wellness. It was only natural then when launching HemMobile, an award-winning hemophilia app, Pfizer and JUICE Pharma Worldwide reached out to hemophilia patients throughout the design and production process to ensure a truly collaborative effort.
*Going Beyond Patient Education: Engagement Now!
Reem Nouh, Senior Vice President, Healthcare Marketing, Adams & Knight, Inc.
Making sure patients eat right, watch their weight, monitor blood sugar, take their meds and keep their appointments certainly sounds easy. But getting them to take charge of managing their health can be an entirely different story. In this session, hear from Adams &Knight’s healthcare marketing expert, Reem Nouh.
*Mapping the Patient Experience using Massive Data
Joseph Priest, VP of Pharmaceutical Partnerships, Practice Fusion
Keri Hettel, VP, Director of Analytics, Razorfish Healthware
Jamison Barnett, CTO, Verilogue
Verilogue, Razorfish Health, and Practice Fusion have partnered to build a patient experience map leveraging real world evidence from Practice Fusion’s EHR and PHR platform and the real world behaviors of doctors and patients both online and in the office. For the first time, large scale medical records, pharmacy data, claims data, lab records, online
*Patient Engagement in the Post-ACA World
Peter Simpson, Principal, Segmedica.com
The Affordable Care Act (ACA) is an enormous piece of socio-economic engineering which stretches far beyond extending healthcare coverage. The avowed intention of the Act is to encourage mergers between hospital groups and between insurance plans and that the payer industry should merge with the provider industry. The physician-patient relationship is changing and system-patient relationships
*Pharma Marketing: Tap the Power of Behavioral
Daryl Travis, Author of Emotional Branding & Founder/CEO of Brandtrust
People are driven by a deep emotional desire to be and feel normal, yet illness and disease robs them of that potential. Behavioral economics principles can be used to promote better health care and healthy habits, and thus increase patient adherence to prescribed brands and dosing regimens.
*POC Advertising Planning & Measurement
Lindsey Azzaretti, Analyics Services Manager, Crossix
Rx brands have traditionally leveraged physician-focused measurement approaches to better understand the performance of their POC campaigns. This approach has indeed yielded useful insights, but it has also obscured the true patient impact of these programs and limited brands’ ability to derive more granular learnings essential for campaign optimization. But now, patient-centric, privacy-safe methodologies exist
*Vaccinations: Linking Awareness, Access, & Action
Rob Blazek, Vice President, Network Strategies, Rx EDGE Pharmacy Networks
Cathy Paulson, Director of National Accounts, Biopharmaceutical Development, Walgreens
According to a February 2015 study from the CDC, vaccination coverage levels among adults in the U.S. are extremely low for most routine, recommended shots. It is clear that not enough progress is being made in adult vaccination rates and there is a need to continue efforts to educate and remind people that they need vaccinations
Optimizing Your Marketing Investment- How Smart Marketers Think About POC Communication Matt McNally, President, Publicis Health Media
Point of care is a critical junction in healthcare management. Learn from one of the industry’s top strategists to establish what will work best for your brand’s communications. Drawing from his 17-plus year career, Matt McNally will share insights to help you determine your planning, buying and content distribution needs.