This document discusses how to create more impactful brand experiences for healthcare providers through personalized marketing. It advocates using a 3C approach - combining context, connectivity, and content. Context involves understanding the healthcare provider through extensive data and segmentation. Connectivity means delivering the right content through the appropriate media channels. The document provides examples of how to personalize experiences based on a provider's specialty, location, prescribing behaviors, and other variables. It argues this approach can significantly increase engagement and lower costs compared to traditional marketing methods.

1. Personalized HCP Marketing:
How to Create More Impactful
Brand Experiences
Croom Lawrence, Sr. Director, Merkle Health
cmlawrence@merkleinc.com
Twitter: @pharmastrategy

2. Merkle: An Integrated Performance Marketing Agency
Health strategy, media, creative, analytics, big data and cloud technology
140+
Customer Marketing Databases
$650MM
Marketing Spend Management
370+
Search
Professionals
$10 Billion
2014 Measured Media
3rd
Google Rank by Media
Spend
$90mm
Health Agency Fees
3.7 Billion
1st Party Customer Records
650+
Marketing Tech Professionals
250+
Advanced degreed statisticians
100+
Creative Professionals
40
Creative Clients
600+
Digital Marketing Pros
14+
Proprietary Ad Tech Apps
150
Health RM Programs
Top 20 Digital Agency
Advertising Age 2014
© 2015 Merkle. All Rights Reserved. Any and All Content in This Presentation is Copyrighted.

3. Industry and Platform Leader
2nd Largest Agency by Spend
Product Council Member
Remarketing Council
Google Think Events
Client Event Attendance
API Beta Program Member
Store Attribution Program
“Fastest Growing Search
Agency” - 2013
Search Engine Marketing Wave
2006, 2008, 2010, 2012
USAA’s
#HonorTheFallen
Tailored Audience
Partner
Preferred Developer
Product
Advisory
Council
3

4. Physician addressable experiences rest at the intersection of Context,
Connectivity & Content
CONTEXT
Our knowledge
of the Physician
Every asset we have
to put in front of the
Healthcare Provider
CONTENTCONNECTIVITY
When we bring
the two together
in media and channels

5. For the first time ever.. contextual relevance
Timing /
frequency Platform
Device /
format
Segment
A
Segment
C
Segment
D
Segment Lifecycle
Awareness
Product
Consideration
Request
a Quote
Start
Application
Process
CONTEXT
Message Offer
CONTENT
Treatment
Segment
B
Brand
Consideration
Segment
B
Brand
Consideration
4X
Google
Mobile A
1
Life
CONNECTIVITY

6. The 3C’s Approach
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
Watching football on TV has phone
Awareness TV Spot and
Twitter Sponsored Tweet Ad
In FB custom audience list Awareness messaging via FB newsfeed
DR remarketing mobile display ad with
customized offer for Term Life
Life Insurance Keyword Re-Marketing
Pool
Visits site 2 days later on his iPad,
recognized as same user
Customized, responsive offer landing
page: Online quote
Searches for branded generic
keyword;
Attitudinal Segment A
YouTube video on how to buy Life
Insurance
High-LTV, incomplete quoter re-
marketing pool
Personalized offer email
Personalized site landing page with
offer
Segment A
6
Our applied knowledge
of the patient and the physician
Every asset we have to put in front of the
patient and physician
When we bring
the two together
in media and channels

7. BEFORE 9AM
Check email
Read med news
MORNING
Grand rounds
Staff meeting
NOON
Lunch
Sales rep visit
AFTERNOON
Patient consult
Office hours
AFTER 5PM
Dinner meeting
At home
29% of HCPs use tablets
for professional
purposes
57% of HCPs read
medical journals online
75% of HCPs are
currently using
eMRs
85% of HCPs use an
eMR system to enter
clinical notes
100% leverage
Sermo
81% of HCPs own a
smartphone or PDA
38% of HCPs have
participated in an online
detailing session by a
pharma company
44% of HCPs go online
during patient
consultations
34% of HCPs
communicate with
patients via email
24% of HCPs are
engaging in
physician-only social
networks
83% of HCPs on
physician-only social
networks discuss
clinical issues
Feed news, alerts & quick facts
Anytime, any channel customer service that provides
information relevant practice needs and
“gives time back
Networking & continuous learning
Quantia EPOC Samples DM Tele Peer
Direct
MD
Online
Physicians
Interactive
Copay Email Sermo Search
7
Challenge: Oversaturation of every single moment

8. What does context mean?
Personas Behavior Pathway Experience Brief Editorial Plan
Data-driven Analytics and Behavioral Insights
Inspiration/ Internal Executional/ ExternalCommunication Architecture
Outbound
Direct
Response
Email
Responsive
Mobile
Email
Personalized
Landing
Page
Retargeted
Display
1 2 3 4
Get into the mindset of individual needs

9. Start with core segmentation, then test into relevant conversations
Physician Challenges Segmentation Opportunities
Segment based on clinical messages
and also enhance Emotional appeal
to drive behavior change
Resistance to change, can’t
change, deep loyalty
Be relevant and use CTAs, subject lines,
content and informational offers to
segment by interest groups
Controversy and confusion are at
all-time high
Machine learning to contextualize
the personalization - gather data
and improve relevance of content
Lack of time to keep current
Fill in gaps in basic educationLack of foundational knowledge

10. And.. draw from over 1,000 variables to capture both known and
anonymous customers to create further opportunities
What we can “see”
in the data
What we would do What content increases relevance
Geography (Via IP Address,
Device ID)
Perform look up for formulary status and
patient demographics, local dynamic
• Referral to localized speaker events, patient events, KOLs
• Localize practice and patient imagery consistent with their
location/demographic
Specialty (B2B data) Determine what kind of health care
provider.
Priorities Specialty-specific messaging:
• For PCP/ NP’s deliver clear/simple to consume messaging,
drive to treat instead of refer
• For specialties, establish brand via clinical data/evidence,
Online Referring Sites On 1
st
touch: Identify platform Tags to
pull through rich data from
2
nd
touch: Understand most
relevant/recent data evaluated based on
placed cookie
• Deliver next best content offer based on where they came
from
• Return visit: Relevant content/zone based on last view -
prioritize content they last viewed
Rx Trending (connecting to
PII via eMail or
Registration)
Deliver messaging to drive appropriate
action (e.g., influence switching if
trending generic)
Prioritize content regarding favorable formulary status,
patient reimbursement support, and clinical benefits
Physician Rx Value
(connecting to PII via eMail
or Registration)
Determine opimal offer of samples
based on value; esp to those who are
most responsive.
Customize sample offer based on value of HCP; deliver
specific segment messaging and offers
KnownAnonymous

11. How can it be done?
2.4X
Increase in lead
to sale ratio. 49
%Decrease in cost
per lead
less than half
cost per premium in
display
• Content: We produced 6 content campaigns delivered over 10 weeks with
approximately 600 possible iterations of message, image and CTA
• Context: As a result of contextualizing the message we increased personal
relevance and drove significantly higher engagements
• Connectivity: We connected display ads with relevant landing pages to
connect the experience
Personalized branding at mass scale

12. What we learned about delivering the future of brand experience
1. Contextualize the personalization
2. Start small then scale fast
3. Look for big ideas born from big data
4. Organizational design will determine competitive advantage
5. Leverage machine learning but never lose sight of good human
judgment – this is about relationships
View more information about the Future
of Personalized Health Marketing: Insights
that Drive High-Performing Experiences by
visiting: http://bit.ly/15OWpvO

13. Thank You!
merkleinc.com
Questions?
Croom Lawrence, Sr. Director, Digital, Merkle Health
cmlawrence@merkleinc.com
Twitter: @pharmastrategy