moving your audiences toward prescription decisions
TRANSCRIPT
©2014 Communications Media, Inc. Confidential Material. All Rights Reserved. 1
Moving Audiences Toward Prescription Decisions
Presented by
Justin Freid
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Each Person Has A Unique Health And Wellness Path
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Each Action Someone Takes, Presents An Opportunity
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Treatment Options
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Conversations Help Guide Patient Paths
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3rd Party Content Helps Inform
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Brand Content Sparks Conversations
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Prescriptions Create Curiosity
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Your Brand Needs to Stick Out in the Crowd
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The Health And Wellness Path
Activated by experiencing symptoms, a patient searches
before their appointment
Preparation for incoming patient visits, continuing education on specialty
Diagnosis
Post appointment
research
Prescription
Ongoing education on disease state and new brands
Ongoing education on disease state and
new brands
Pre-prescription research on dosing, administration,
contraindications
Consumers
Health Care Professionals
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Does This Resemble Your Audience’s Path?
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Brands Have An Opportunity To Optimize Their Audiences Pathway
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Conversion Rate Optimization
It starts before they reach your website
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That’s Where Programmatic Comes In
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Cookies
On Cookies
On Cookies
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Use All The Data To Target Your Audience
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Each Audience Member Receives A Unique
Experience
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Scenario: Email
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Scenario: Display
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Scenario: Brand.com
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Scenario: Print/Vanity URL
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Questions?
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You Can Target And Deliver Messaging Based
On Previous Behavior
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Your creative changesYour channel changes
Your landing page changes
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Consideration
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Adherence