For the full webinar, please click here: http://bit.ly/1GqUYPG Presented by: Matt Naeger Executive Vice President Digital Strategy Learn how to drive highly relevant experiences by understand who your consumers are, what they care about, and using that information to plan your interactions. Following a process of prospecting, segmenting, retargeting, and direct individual matching will ultimately prepare you to deliver meaningful messaging to every individual.

1. Planning for personally relevant,
differentiated health experiences
Matt Naeger
SVP, Health Strategy

2. The state of digital marketing is rapidly changing
Programmatic continues to
expand
New players emerging for
direct marketing
Cross Device
• Social platforms are
evolving
• User base and profiles
creating massive scale
• Unique inventory and
placements
• Users are spending
their time across
devices
• Shift from cookies
critical for targeting
measurement
• Early stages of ID
based tracking
• Ubiquitous on the
media plan
• Offerings extending
out remnant to
premium
• Optimizing
performance AND
workflow

3. Connections now made at scale
Audience platforms are growing and providing value

4. Consumers are searching for information on new platforms
and devices
Source: Manhattan Research – Google Physician Channel Adoption Study

5. More answers need to be provided
Source: Manhattan Research – Google Physician Channel Adoption Study

6. Search data changes our perspective
Source: Manhattan Research – Google Physician Channel Adoption Study

7. These addressable audiences are scaling exponentially
Mature
addressable
platforms Email Mail Phone
Scaling
addressable
platforms
Emerging
addressable
platforms
POS Website Call center
Your
addressable
platforms

8. Addressable Platforms
Enabling Audience Platforms gives control of the message &
when it is delivered
An Audience Platform is a digital technology that enables automated,
targeted, personalized experiences to individuals (known and
anonymous) at scale utilizing first and/or third party data
Customer
s
1st Party
Data
3rd Party
Data
CRM Database

9. A New Way to Buy Media

10. Aiden
National
database
70 MM
Audience
Mapping
Connecting Audiences to
Audience Platforms
Estimated Reach
~63 MM
Audience segment
Direct Target List
(PII)
Data Onboarding to
Cookie
Look-alike Modeling
Research Panels
(Comscore,Neilsen)
Direct Mail EmailAddressable TV
~40-50 MM Individuals
~40-50 MM Individuals
~30-35 MM Individuals
~50-55 MM Individuals
~7-10 MM Individuals
~2.5-6.5 MM Individuals
Audience sizing and planning process: Segment Driven

11. The media plan changes to suit the audience and experience
MediaPartner Flight Placements CPM MonthlySpend Total Spend Total Impressions
Publisher1 Jan 1- March 31 ROS 10.00$ 35,000.00$ 105,000.00$ 10,500,000
Publisher2 Jan 1- March 31 ROS 8.00$ 25,000.00$ 75,000.00$ 9,375,000
Publisher3 Jan 1- March 31 ROS 12.00$ 45,000.00$ 135,000.00$ 11,250,000
Ad Network 1 Jan 1- March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000
Ad Network 2 Jan 1- March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000
Ad Network 3 Jan 1- March 31 RON 1.15$ 50,000.00$ 150,000.00$ 130,434,783
Ad Network 4 Jan 1- March 31 RON 0.85$ 50,000.00$ 150,000.00$ 176,470,588
Ad Network 5 Jan 1- March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000
Ad Network 6 Jan 1- March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000
Ad Network 7 Jan 1- March 31 RON 3.00$ 50,000.00$ 150,000.00$ 50,000,000
Ad Network 8 Jan 1- March 31 RON 2.25$ 50,000.00$ 150,000.00$ 66,666,667
Ad Network 9 Jan 1- March 31 RON 1.25$ 50,000.00$ 150,000.00$ 120,000,000
Ad Network 10 Jan 1- March 31 RON 1.00$ 50,000.00$ 150,000.00$ 150,000,000
DSP Jan 1- March 31 RON 0.75$ 50,000.00$ 150,000.00$ 200,000,000
Total 1,965,000.00$ 1,544,697,038
Typical Media Plan
AWARENESS
PRODUCT
CONSIDERATION
BRAND
CONSIDERATION
QUOTE
APPLY
Addressable Media Plan

12. Addressable media audience centric approach
Audience
Segments
Prospecting
Match converted
consumers to
anonymous ID and
create look-alike
predictive model to
identify “like”
cookies/ placement
opportunities
through RTB
Retargeting
Identify users
visiting site
(anonymous or
authenticated)
and target
customized
impressions after
they leave the site
Direct Match
Match offline “top
deciles” to
cookies through
third party match
providers and
target known
consumers on a
1-1 level
Identify high
performing online
audience segments
(“auto intenders”)
and target these
anonymous users
through the DSP
Email
Search Keyword
Site Visitors
CIM
Interest
Clicks
Apps
Site Visits
Data Triggers:
Customer list
Prospect Mailing List
Look Alike Models
Audience Exclusions
HH Income 100k
Demographics
Psychographics

13. Paid Social Strategy Approaches
•Enhance prospecting
audiences by
leveraging native
Connection-, Interest-
based targeting
Upper
Finding New Audiences • Extend
Conversation • Gain Publicity
•Extend reach by modeling
Lookalikes of site visitors and
loyalists
•Reach people that engage
with specific Content
Upper – Mid
Scalable precision
•Directly message loyalists via
Facebook ID matching
Mid
Target existing
customers & prospects
•Sequentially message site visitors via
Facebook pixel implementation
•Leverage site visitor audience for Search
and Programmatic media investments
Mid – Lower
Product Interest
• Purchase
Intent
•Remarket to site visitors based on recency and
intentLower
Reinforcem
ent
•Enhance prospecting
audiences by
leveraging native
Connection-, Interest-
and Handle-based
targeting
•Extend reach by modeling
Merkle Lookalikes of loyalists
•Reach people that search,
tweet about, or engage with
specific Content
•Directly message loyalists via
Twitter ID matching
•Sequentially message [CLIENT] site
visitors (and their Lookalikes) via Twitter
pixel implementation
•Leverage site visitor audience for
Search and Programmatic media
investments
Conversion Funnel

14. For the rest of our webinar on planning for personally
relevant, different experiences, view our four-part
on-demand webinar series here.