branded content & healthcare: our story
TRANSCRIPT
BRANDED CONTENT & HEALTHCARE:OUR STORYWilliam Martino Global Client Lead, Wunderman Health @Wunderman @wmartino
ContentMarketing
HealthcareMarketing+
AUDIENCE
AUDIENCE
BRAND
AUDIENCE
BRAND RELEVANCE
AUDIENCE
BRAND RELEVANCE
CATEGORY
AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
COMPETITIVE
AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
UXCOMPETITIVE
AUDIENCE
BRAND RELEVANCE
CATEGORY
TECHNOLOGY
MLR
UXCOMPETITIVE
AUDIENCE
BRAND RELEVANCE
CATEGORY
TECHNOLOGY
MLR
UXCOMPETITIVE
CULTURE
EditorialContent
BrandedContent≠
1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn
Client Agency+
+
Constraint Freedom+
Science Art+
Source: Living Well Segmentation
AUDIENCE SEGMENT
Source: Living Well Segmentation
AUDIENCE SEGMENT
ATTITUDINALSEGMENT #1
ATTITUDINALSEGMENT #2
HEALTH ATTITUDESEGMENTATION
Source: Living Well Segmentation
AUDIENCE SEGMENT
ATTITUDINALSEGMENT #1
ATTITUDINALSEGMENT #2
FINANCE COOKING
TRAVEL COMPANY INFO
ENTERTAINMENT
ELECTRONICS
SOCIAL NETWORKING
CAREER
NEWSONLINE SHOPPING
HEALTH & FITNESSWEATHER
HEALTH ATTITUDESEGMENTATION INTERESTS
Source: Living Well Segmentation
AUDIENCE SEGMENT
ATTITUDINALSEGMENT #1
ATTITUDINALSEGMENT #2
FINANCE COOKING
TRAVEL COMPANY INFO
ENTERTAINMENT
ELECTRONICS
SOCIAL NETWORKING
CAREER
NEWSONLINE SHOPPING
HEALTH & FITNESSWEATHER
HEALTH ATTITUDESEGMENTATION INTERESTS WEB BEHAVIOR
Patience Drive+
21%
79%Branded Non-Branded
Source: Adobe Analytics
56%
44%
Branded Non-Branded
Source: Adobe Analytics
56%
44%
Branded Non-Branded
Source: Adobe Analytics
78.01% 84.06%
Do Learn+
0.15% 0.09%vs.KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES?
DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES
0.15% 0.09%vs.KNOW YOUR ENEMY: COLD, FLU OR ALLERGIES?
DISTINGUISHING SYMPTOMS: COLD VS. ALLERGIES
0.22% 0.15%vs.5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW
DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?
0.22% 0.15%vs.5 MYTHS ABOUT NASAL ALLERGIES YOU SHOULD KNOW
DOES EATING LOCAL HONEY HELP WITH NASAL ALLERGIES?
0.12% 0.19%vs.ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU
IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?
0.12% 0.19%vs.ALLERGIES ARE GETTING WORSE, IT’S NOT JUST YOU
IS IT JUST ME OR ARE ALLERGIES GETTING WORSE?
1. Client + Agency 2. Constraint + Freedom 3. Science + Art 4.Patience + Drive 5. Do + Learn
Differentiate
DifferentiateTrust
DifferentiateTrustLoyalty
THANK YOUWilliam Martino Global Client Lead, Wunderman Health @Wunderman @wmartino