Data and Tech are Changing the Healthcare Journey - Have You Reacted Yet?
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It takes a shopping approach for healthcare marketing Control Convenience 72% of Americans go online to obtain healthcare information Source: Mintel Group LTD. Managing Your Health. January 2018. Web. 06.04.19
Patients Turn to the Internet and Technology for Answers 67% use technology Adults younger than 45 Of patients use search to manage their are most likely to seek engines prior to booking overall wellbeing out online reviews for appointments healthcare providers Source: (1) eMarketer, What Online Resources Do US Internet Users Consult for More Information Before Going to a Doctor? February 2018. Web. 06.04.19; (2) eMarketer, Have US Internet Users Made an Appointment Digitally to Visit a Doctor or Health Clinic? February 2018. Web. 06.04.19
Mobile Device Usage by Age • A18-34 = 96% • A18-34 = 52% • A35-54 = 89% • A35-54 = 63% • A55+ = 53% • A55+ = 46% Source: (1) eMarketer, Smartphone Users, US Forecast 2019; (2) eMarketer, Tablet Users, US Forecast 2019
Digital Use is Shaping Industry Spend Digital ad spend for healthcare and pharma brands in 2018 $2.84B And is expected to reach $3.1B in 2019 – 10.6% growth. Search will get a larger boost of 11.4% in 2019 Online video will increase 13.7% Source: (1) eMarketer: US Healthcare and Pharma Industry StatPack 2018
Traditional Media Continues to Lead TV Healthcare spending will increase another $1 billion by 2021 Dollars in Billions Source: (1) Kantar Media Strategy, Total USA, 1/1/2018-12/31/2018; (2) eMarketer: US Healthcare and Pharma Industry StatPack 2018
What is Your Audience Watching? Over 70% of healthcare consumers took action after seeing an ad on TV Source: (1) Nielsen Scarborough USA+ 2018 Release 2 *Revised 04-19-2019* Total (Jul 2017 - Nov 2018)
Most Importantly, Where are They Watching? Enter OTT Average Reach % by demo for P18-49 targeting campaigns #SROTT @SpectrumReach
OTT is Not a Fad. It’s Here To Stay. 11 connected devices in the average U.S. household 72% of internet users are OTT video viewers +26% Premium video ad views grew +26% Source: VAB left to your own devices report via S&P Global; eMarketer 2018; Freewheel VMR Report Q3 2018
Does an Increase in OTT Mean an Increase In Cord Cutters? Nope. 86% of time spent is on large screens 74% of households are considered “multichannel” or “cord stackers” 58% of the population are cord loyalists (meaning they never plan to cut the cord) Source: [1] MRI 2018 Cord Evolution; November 2018. Base - Total Population [2] State of Pay TV, OTT, and SVOD 2018, Horowitz Research © 2018
Columbus Community Hospital “With Spectrum Reach we’ve seen over 70% growth in our Orthopedic service line in one year.” - Emily Diley, Marketing Director Results: INCREASED AWARENESS 70% GROWTH IN SERVICE LINE
Complete Women Care “Spectrum Reach helped brand our business and services in a specific targeted area.” - Dzenana Gackik, Marketing Director Results: 9% 18% INCREASE IN INCREASE IN SITE TRAFFIC NEW PATIENTS
Carter Blood Care “Spectrum Reach has helped Carter Blood Care reach the folks that we need to in our geography when we need to reach them.” - Jennifer Maul, Marketing Director Results: 1,000 INCREASED AWARENESS DAILY DONORS
But what does all this look like for your health practice?
Healthcare Targeting Options Spectrum Reach’s superior targeting will ensure your message reaches the best audience Referral/Recruitment/Education Primary Care Specialists Nursing* Physical Therapy* Physicians* Physicians* Chronic Conditions/Ailments/Prescription Arthritis Bariatric/ Cardiology Asthma Weight Loss COPD Diabetes Rheumatoid Arthritis Health Insurance Uninsured Medicare Medicaid *These segments need to be accompanied by behavioral targeting in order to achieve scale
Power of Healthcare Data – Targeted Matching Men with diabetes = Advertising with a competitor vs. Advertising with Spectrum Reach Wasted media dollars trying to reach men More efficient targeting by matching actual with diabetes by casting a wide net behavior and what men with diabetes are watching for true addressable approach Ads are being delivered to men with diabetes resulting in more accurate targeting while minimizing wasted media dollars
Power of Healthcare Data Here are some examples of how we can help: • Pharma Brands: DTC targeting, HCP targeting • Clinical Trials: patient recruitment • Hospitals and Providers: targeted advertisement by service line, HCP recruitment/USNWR lobbying • Health Insurers: Medicare, Medicaid, Individual, Wellness Programs • Advocacy Groups: grassroots member activation • Specialty conditions: Diabetes, Asthma, COPD TV Online Smartphone
HIPAA Compliance Spectrum Reach works with third-party partners with in-house counsel to ensure compliance with HIPAA and online privacy regulations. Our healthcare data sets are de-identified and opt-in to ensure compliance and household accuracy. Since our data is completely opt-in by the consumer, all personally identifiable information has been removed by a third party and is fully HIPAA-compliant.
Healthcare Data Methodology Data is compiled using multiple qualified, direct relationship sources on a consumer’s demographics, lifestyle characteristics, health insurance status, and ailments (data provider is Crossix). Various types of sources include: 300MM+ Patients Data types from many sources Healthcare Professionals Data All healthcare attributes are modeled to ensure full compliance with HIPAA and Online Privacy regulations.
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