Branded Content & Healthcare: Our Story
Content marketing has become a vital piece of the modern marketer's plan, but few, if any, healthcare brands have mastered the capability. Much like the challenges of engaging through social media, there are obstacles to doing this well. In this presentation from Cannes Lions Health 2015, I share insights into how Healthcare brands can tackle these challenges head-on—driving engagement with consumers and, ultimately, fuelling brand growth. Based on our experience at Wunderman Health, I describe how content can play a foundational part of the marketing mix, and what others can do to meaningfully connect their brand to the hearts and minds of the people that they are trying to reach. In addition, I discuss what we learned from this experience, sharing implications that other marketers can take and use to successfully market their healthcare brands through content and build deeper connections with the people that use them.
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Branded Content & Healthcare: Our Story
- 1. BRANDED CONTENT & HEALTHCARE: OUR STORY William Martino Global Client Lead, Wunderman Health @Wunderman @wmartino
- 5. AUDIENCE
- 15. 1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn
- 16. Client Agency+
- 17. +
- 21. Science Art+
- 22. Source: Living Well Segmentation AUDIENCE SEGMENT
- 23. Source: Living Well Segmentation AUDIENCE SEGMENT ATTITUDINAL SEGMENT #1 ATTITUDINAL SEGMENT #2 HEALTH ATTITUDE SEGMENTATION
- 24. Source: Living Well Segmentation AUDIENCE SEGMENT ATTITUDINAL SEGMENT #1 ATTITUDINAL SEGMENT #2 FINANCE COOKING TRAVEL COMPANY INFO ENTERTAINMENT ELECTRONICS SOCIAL NETWORKING CAREER NEWSONLINE SHOPPING HEALTH & FITNESSWEATHER HEALTH ATTITUDE SEGMENTATION INTERESTS
- 25. Source: Living Well Segmentation AUDIENCE SEGMENT ATTITUDINAL SEGMENT #1 ATTITUDINAL SEGMENT #2 FINANCE COOKING TRAVEL COMPANY INFO ENTERTAINMENT ELECTRONICS SOCIAL NETWORKING CAREER NEWSONLINE SHOPPING HEALTH & FITNESSWEATHER HEALTH ATTITUDE SEGMENTATION INTERESTS WEB BEHAVIOR
- 26. Patience Drive+
- 27. 21% 79% Branded Non-Branded Source: Adobe Analytics
- 28. 56% 44% Branded Non-Branded Source: Adobe Analytics
- 29. 56% 44% Branded Non-Branded Source: Adobe Analytics 78.01% 84.06%
- 30. Do Learn+
- 31. 0.15% 0.09%vs. KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES? DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES
- 32. 0.15% 0.09%vs. KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES? DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES
- 33. 0.22% 0.15%vs. 5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?
- 34. 0.22% 0.15%vs. 5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?
- 35. 0.12% 0.19%vs. ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?
- 36. 0.12% 0.19%vs. ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?
- 37. 1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn
- 39. Differentiate
- 42. THANK YOU William Martino Global Client Lead, Wunderman Health @Wunderman @wmartino