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!