laura martin - comscore keynote "tracking healthcare consumption online" at the ideagoras conference
TRANSCRIPT
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8/14/2019 Laura Martin - ComScore keynote "Tracking Healthcare Consumption Online" at the Ideagoras Conference
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1 comScore, Inc. Proprietary and Confidential.
Social Media in Healthcare and Wellness Conference
Tracking Healthcare Consumption Online
Presented by:
Laura Martin-Aguirre, Country ManagerOctober 21st , 2009
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omScore uses a platformhat helps its customers-ake better informedusiness decisions andmplement more effectiveigital businessstrategies omScore measures theontinuous onlinectivity of 2 millioneople globally who haveranted explicitermission to onfidentially measureheir Internet usage
patterns omScore s products andolutions provide itsustomers deep insights,nto consumer behavioroth online and offline
60 iew of Consumer Behavior
ediaExposure
nlineTransactions
earchBehavior
Demographicsife Stages
treamingVideo
eb Visitingnd Viewing
bout comScore
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Agenda
The State of Healthcare Online
Case Study: Healthcare Campaign in Social Media
Summary
http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAg -
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Over 250m Users Globally Visit Health Sites Per Month
Source: comScore Media Metrix (Aug 2009)
http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAg -
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Europe Shows Considerable Growth Over Last 15 Months
Source: comScore Media Metrix (Aug 2009)
2%
81%
28%
16%
85%
Jun 08 Aug 09 Growth
http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAg -
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Spain Shows Considerable Growth Over Last 15 Months (+230%)
Source: comScore Media Metrix (Aug 2009)
131%
49%
163%
12%
230%
Jun 08 Aug 09 Growth
http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAg -
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Online Health Sites Have Highest Penetration In US
Source: comScore Media Metrix (Aug 2009)
http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des -
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Spanish Healthcare Visitors Peaks After GlobalSwine Flu Outbreak
Source: comScore Media Metrix (Aug 2009)
http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://images.google.co.uk/imgres?imgurl=http://www.istockphoto.com/file_thumbview_approve/9259032/2/istockphoto_9259032-swine-flu-epidemic-headline.jpg&imgrefurl=http://www.istockphoto.com/stock-photo-9259032-swine-flu-epidemic-headline.php&usg=__4qvNcPrlCT4d7rPWqAHLvJ8fDzA=&h=285&w=380&sz=57&hl=en&start=5&um=1&tbnid=VvMQorHR8xkFmM:&tbnh=92&tbnw=123&prev=/images?q=swine+flu+headline&hl=en&lr=&sa=N&um=1http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des -
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Demographic profile by age
Source: comScore Media Metrix (Aug 2009)
http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des -
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Demographic profile by age and gender (males)
Source: comScore Media Metrix (Aug 2009)
http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des -
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Demographic profile by age and gender (females)
Source: comScore Media Metrix (Aug 2009)
http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAg -
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http://www.google.co.uk/imgres?imgurl=http://worldmapsonline.com/images/Cram-Discovery/Discovery-Globe-thumb.jpg&imgrefurl=http://www.worldmapsonline.com/classroommaps/starter_maps.htm&h=314&w=300&sz=15&tbnid=WH8g2HToC0sGBM:&tbnh=117&tbnw=112&prev=/images?q=picture+of+globe&hl=en&usg=__ThcqhXKAHM8N8Y_ZXVfU7cx0ZDk=&ei=MVXWSoekI5Gy4Qb8zvnRDA&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBEQ9QEwAghttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des -
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http://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Deshttp://images.google.es/imgres?imgurl=http://personales.ya.com/isaacbuzo/geografia/mapa_espana.jpg&imgrefurl=http://personales.ya.com/isaacbuzo/geografia/ejercicios/mapa_politico_espana.html&usg=__l9gOAeZMm3PbB-qM6nc1ygByuAg=&h=1509&w=2048&sz=1549&hl=es&start=2&tbnid=_p3P1tm0Q7aqSM:&tbnh=111&tbnw=150&prev=/images%3Fq%3Dmapa%2Bespa%25C3%25B1a%26gbv%3D2%26hl%3Des -
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Agenda
The State of Healthcare Online
Case Study: Healthcare Campaign in Social Media
Summary
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Leading Personal Care Brand MySpace Moving ProductOff the Shelves
A Case Study
Proving Social Media Advertising Works For Health Brands
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MySpace Campaign and Study Objectives
Introduce the Personal CareBrand to consumers of variousages across MySpace
Create an experience that allowsPersonal Care Brand consumersto interact with the brand in afun, unique, way
Raise awareness around the newproduct
Measure the impact of thePersonal Care Brand MySpacecampaign both online andoffline
Brand Awareness,Perceptions InternalStudy
Offline purchasebehavior comScore/dunnhumbymatch panel
Visitation to MySpace ad
community pages,advertiser site, and sitesin the advertiserscategory comScorepanel
MySpace Campaign Objectives Study Objectives
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Methodology: Observing Ad Exposure and Online Behaviors in thecomScore Panel
Unexposed to Ads(Control Group)
Exposed toCampaign Ad(Test Group)
What is the difference in online behaviors of those exposed vs.
not exposed to the Advertisers Campaign?
Campaign Dates: March 17th June 1st , 2008Post Campaign Period: June 2nd - July 1st , 2008
Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,U.S. only
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Personal Care Brand Campaign Results on MySpace
Of the 76.9MM exposed to the Personal Care Brand campaign on
MySpace over a three month period,over half were exposed 1-4 times
Campaign Dates: March 17, 2008 June 1, 2008Post Campaign Period: Through July 1, 2008Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,U.S. only
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Campaign Reached a YoungerMass Audience
Personal Care Brand campaign reached young mainstream shoppers
People exposed to the campaign are 22% more likely to visit and spend 106% more timeon social networking sites than the average internet user
Based on MySpace householdsSource: ComScore Dunnhumby ROI Modeling Study for Personal Care Brand, September 2008,U.S. only
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ift ignificant at 90%ignificance levelirectional Lift notsignificant** ift not large enough to be statisticallyreliable-- - Unchanged
Brand Metrics Increased Significantly Following MySpace Campaign:Results of Consumer Surveys
Measure .Pre vsCampaign
%
*Lift.Pre vs
Post% *ift
arent Brand Awareness( )naided %1 ^ %^- ( )ub brand Awareness Aided %4 %3ery Favorable Opinion of( -ersonal Care Brand Sub)rand --- %1sage of Personal Care Brand( - )ub brand %1 %17-ntent to Purchase Sub brand %8 ---
Q: When thinking about [specific category], what brands come to mind?* lift over pre-period^ Significantly higher than comScore brand-lift norms of 3.3%Source: MySpace Internal. Consumer Insights - Research and Strategy Solutions (June 2008) US Only
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ROI = 28% Return Above the Total Campaign Spend
Spend = $1MM; Net return = $280,000;Plus: increased customer life time value
Incremental value toParent Brand amongthose exposed to thecampaign, was$.05 per HH
Total additional sales
among those exposed25.6MM * $.05
Lift in Sales/HH
Sales/HH = (Total Brand sales/Total ExposedMySpace HHs) (Total Brand sales/Total Control HHs)*ROI Calculation for sub-brand based on directional impacts, not Statistically significant
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Agenda
The State of Healthcare Online
Case Study: Healthcare Campaign in Social Media
Summary
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Summary
Healthcare content consumption online is growing globally, with 28% more
unique visitors in Europe now than 15 months ago
Healthcare organisations are already using social media for displayadvertising, with almost 700m impressions delivered on these sites inthe US in July alone
The case study demonstrates the power of advertising on social mediasites for influencing consumer purchasing patterns
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Thank You
Laura Martin-Aguirre
Country Manager
mailto:[email protected]:[email protected]