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© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization
Marco Tinelli, Presidente Gruppo FullSIX
© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization
Health in the Digital Age
7 July 2015
© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization 3
Our experience in HealthcareA FEW WORDS GRAND UNION HEALTHCARE
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The world has changed
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NEW DIGITAL CHANNELS AND CONTENT HAVE CHANGED MARKETING, BUT THEY ARE NOT
THE REVOLUTION.
DATA IS.
NEW CHANNELS
NEW CONTENT
(BIG) DATA
REVOLUTION
AGILE
REVOLUTION
A Clear Vision for the Digital Age
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Data Driven + Engaging = 30% incremental ROIDATA REVOLUTION
PERFORMANCE
MEASUREMENT AND AGILITY
TARGETING AND
PERSONALISATION
Using individual consumer data and
contextual data (open data) to target the
right person with the right message
Constant campaign and creative
optimization through performance
measurement.
Data
Management
Platform
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What does it imply ? The Strategic Routes
MORE RELEVANCE, LESS FREQUENCY
Targeting & Personalisation
More Impact through Relevance
Performance measurement & agility
Less Costs through Data
a. Individual Funnel Synchronization (4D)
b. Campaign Synchronization (KPI)
c. Social Marketing & Content
d. TV & Digital Synchronization
i. Cheaper cost of media contact
ii. Data driven contact planning (DMP)
iii. Agile, performance based campaigns
iv. Business Clustering (DMP)
v. Leverage of owned assets
Three Strategic Assets :
4D model // Data Management Platform // KPI management platform
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Digital & Data Portfolio ManagementMORE RELEVANCE, LESS FREQUENCY : PRIORIZATION
Grow
Milk
Relevance Costs
i. Media Cost
ii. Contact Planning
iii. Agile Campaigns
iv. Business Clustering
v. Owned Assets
b. Campaign Synchronization
(KPI)
d. TV Synchronization
a. Individual Funnel
Synchronization (4D)
c. Social Media & Content
© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization 9
Focus on healthcare brands
Grow
Milk
Relevance Costs
i. Media Cost
ii. Contact Planning
iii. Agile Campaigns
iv. Business Clustering
v. Owned Assets
b. Campaign
Synchronization (KPI)
d. TV Synchronization
a. Individual Funnel
Synchronization (4D)
c. Social Media &
Content
SPARK BRANDSENGINE BRANDS
FUEL BRANDSFUEL BRANDS
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ORGANISATION
BAYER CASE STUDY
11© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization
4/ Behaviors transformationDigital « first »
Workshops and trainings
2/ Media Mix
TransformationLess TV, More digital (VOL, Adwords, Social Media)
1/ Ecosystem
transformationWebsite redesignSEO/SEA synergies
3/ Data
approachDMP
Second Party media deals
#TRANSFORM
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All websites are being
redesigned
1/ Bayer ecosystem transformation
Content has been created
regarding requests on Google
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13© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization
New pages launched on social media
60 000 fans recruited
within 6 months
Community management, new editorial line, new activations.
Engagement rate multiplied by 5 throughout the first 6 months
1/ Bayer ecosystem transformation
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2/ Media Mix Transformation
Less TV, More VOL
5 campaigns has been launched for 6 months
+ 16.4 Millions of videos broadcasted
80% decrease of cost per videowatched
+1.6 Millions clics towards brand websites
66% decrease of cost per visit
+60% ROI thanks to digital vs 100% TV
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In 2015, digital for BAYER will
represent
- On Line Investment x 2,5
- A media that went from 10%
to 25% in media mix vs (average in industry 8 et 12%)
2/ Mix Media Transformation
Stronger weight of digital in media plan
All tactics activated in 2015 with
SEA/SEO/ ADEXBig Media partner deal with
doctissimo
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3/ Data approach
Pathologic targetting
…
CPM cut by 4
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4/ Behavior transformation
TUMBLR
Video BookOff/print
DISPLAY campaigns
DIGITAL « first » : Digital takes the leadership on creativity
NEW DIGITAL BRAND PLATFORM FOR HYDRALIN DUPLICATED ON TV
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Health in the Digital Age – Questions ?
7 July 2015
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