INNOVATION in PHARMA: NEW WAYS to ENGAGE PATIENTS Contents 2 The Next Generation of TV
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INNOVATION IN PHARMA: NEW WAYS TO ENGAGE PATIENTS Contents 2 The Next Generation of TV 4 Using Social Strategies THE NEXT to Build Your Brand GENERATION 6 Advertising in Medical vs. Lifestyle Sites: OF TV What Works? 8 How Data Drives Audience Engagement It’s not news that TV viewership is in decline. In fact, the four major networks are down in primetime viewership an average of 8% through the first month of the season, despite including live sporting events. And, according to Nielsen, decline in TV viewership is happening across all demos – including an important older demographic for pharma clients of A35-49 which is -27% since 2012. (Figure 1.) Decline In TV Vieershi Is Occrring Across All Deos 60 Change in Hours Spent Watching Traditional TV 45 30 -26% ’17 VS. ‘12 15 -42% ’17 VS. ‘12 -50% ’17 VS. ’12, 0 % CHANGE IN TOTAL WEEKLY HOURS OF LINEAR + 3 DAYS DELAYED VIEWING (Q2 FOR EACH YEAR) RESPECTIVELY 2012 2013 2014 2015 2016 2017 A12-17 A18-24 A25-34 A35-49 Source: Figures include all live + DVR/time-shifted TV viewing after 3 days during the quarter for the total population Source: Nielsen, Horowitz Research Figure 1. A Shift To Digital Video From But what is surprising is how many advertisers still feel that they have no alternativeTelevision and continue to Across use TV as theirAll primary Platforms platform – even as a shift to digital video is underway. By 2019, digital hours per week watched is estimated to increase +14%Mobile and. (Figure OTT Driving 2.) Growth Condé Nast60 has recognized this digital trend and has made the investment TV & Digital Viewership per Week to become the Next Generation of TV Networks. Across Condé Nast Video, the company has40 seen a +64% YOY increase+2% in 37:23 monthly views – now 34:53 36:05 reaching 1 billion45 and a +68% YOY growth in Monthly Unique Visitors, 30 4.55 6.29 8.16 DIGITAL +14% now reaching 50 million.29.58 29.36 29.07 20 This success is driven in no small part by the strength of TVCondé -1% Nast’s 30 10 influential brandsHOURS PER WEEK and the expertise of Condé Nast Entertainment (CNÉ) 0 2 – the company’s dedicated2015 entertainment2016 studio. 2019EThis full-service studio creates best-in-class15 content for all platforms – film, TV, digital, social, VR Source: 1. e.g., Consoles, Smart TVs Source: PQ Media 0 Digital Video Viewership by Platform 10 40 8 ONLINE +2% +14% VIDEO 45 30 1 6 1 2.35 MOBILE +26% 20 4 1 VIDEO 1.42 4.04 30 10 1.02 2 HOURS PER WEEK 3.11 2.23 0 0 2015 2016 2019E Decline In TV Vieershi Is Occrring Across All Deos 60 Change in Hours Spent Watching Traditional TV 45 30 -26% ’17 VS. ‘12 15 -42% ’17 VS. ‘12 -50% ’17 VS. ’12, 0 % CHANGE IN TOTAL WEEKLY HOURS OF LINEAR + 3 DAYS DELAYED VIEWING (Q2 FOR EACH YEAR) RESPECTIVELY 2012 2013 2014 2015 2016 2017 A12-17 A18-24 A25-34 A35-49 Source: Figures include all live + DVR/time-shifted TV viewing after 3 days during the quarter for the total population Source: Nielsen, Horowitz Research health content through existing brand franchises such as SELF’s “Patient to A Shift To Digital Video From Patient,” which recently received the Television Across All Platforms Gold award at the DTC National for Best Disease Education digital video for Breast Mobile and OTT Driving Growth Cancer and Glamour’s “Your Period In 2 60 TV & Digital Viewership per Week Minutes” which garnered 82 million views on Facebook. 40 +2% 37:23 34:53 36:05 And from the looks of things, the 45 30 4.55 6.29 8.16 DIGITAL +14% 29.58 29.36 29.07 possibilities are endless. By combining 20 TV -1% the quality content Condé Nast is known 30 10 HOURS PER WEEK for and the advanced targeting capabilities 0 2015 2016 2019E of SPIRE to reach a qualified audience, 15 advertisers are reaping the rewards. Source: 1. e.g., Consoles, Smart TVs Source: PQ Media In the first half of the year alone, Condé Nast has launched 28 video campaigns 0 across a range of condition areas such as Digital Video Viewership by Platform Diabetes, Asthma, Rheumatoid Arthritis 10 40 and more. Increasingly Condé Nast is 8 ONLINE +2% +14% VIDEO 45 30 1 appearing at the top of video plans as 6 1 2.35 MOBILE +26% 20 4 they deliver completion rates upwards 1 VIDEO 1.42 4.04 30 10 1.02 2 HOURS PER WEEK 3.11 of 95% for pharma’s :60 ad creative – 2.23 0 0 which is no small feat. As pharmaceutical 2015 2016 2019E advertisers seek to shift money from TV to quality health video at scale – Condé Nast offers a compelling opportunity to Figure 2. engage a qualified audience with approved pharmaceutical brand creative, or to co- create the highest quality video content and live and has won numerous awards including the Oscars, aligned to brand goals. Emmys, Webby, Clio, and Telly awards. Producing over 5K videos each year, across 21 digital video channels, Condé Nast has quickly become the industry leader in premium video. +64% YOY increase in Condé Nast is now using this expertise, and its growing stable monthly views – reaching of pharma editorial and activation talent to create quality health video at scale. Named, “The Script” – Condé Nast now offers 1 billion, +68% YOY quality editorial health video content lineups for exclusive pre- growth in Monthly roll sponsorship, custom-created video co-creation opportunities Unique Visitors, reaching and white-label production capabilities. The company’s introduction into the health video realm has 50 million been a seamless one. This year they unveiled a suite of powerful 3 mmm-online.com capability of our data platform Spire, we can amplify the message of a niche influencer to reach the right audience. For us, authenticity and passion blow away size of social following. We are looking to USING elevate voices that aren’t being heard in condition conversations, or echo what we see SOCIAL our followers reading or talking about. MM&M: How do you gauge how well they will STRATEGIES connect with your audience and complement TO BUILD the brand? GUEREN: Our goal is to provide science- backed, human-focused health content in YOUR BRAND engaging ways. Our brand values include inclusivity, accuracy and empathy and these Casey Gueren, health director at SELF, and are the values we seek in the influencers with Doak Sergent, VP of strategy at CNX, weigh whom we partner. in on how Condé Nast is leveraging social media channels and influencers to establish We are looking to ongoing consumer relationships “elevate voices that aren’t being heard in condition MM&M: What do you look for when seeking out conversations influencers to partner with? ” – Casey Gureren GUEREN: We look for influencers who genuinely care about a topic and use their platform to speak about it. Authenticity is key. We seek influencers who SERGENT: Right, how that manifests itself have personal experience with a condition, who can for our clients differs from project to project. emotionally connect with their audience, and who For instance, in working with a brand that have a powerful story to tell. markets products for breast reconstruction For us, the size of their following doesn’t always post-mastectomy, we knew our users would matter. We consider reach in our selection, but have questions around both the personal relevancy and authenticity are paramount. With the experience after breast cancer — how those 4 power of Condé Nast’s brands and the targeting choices were made — and technical questions mmm-online.com about breast reconstruction itself, better told from an target we might turn to broadly recognizable expert. To meet the needs of our audience and drive the celebrity talent and ongoing social posting. best outcome for our client, we leveraged a two-pronged If the goal is to generate impact around a approach offering patient and physician perspectives. specific timeframe against an audience of The patient-centric content we created drove over 2 patients managing a health condition we million views on Facebook, and the custom content can engage micro influencers. In either case, we created using physician influencers from the client through our partnership with CitizenNet, we achieved 38% higher engagement than our benchmark. can deliver both the right influencer and the These results are driven by a deep understanding of our right audience for the brand across social audience and a desire to authentically connect them platforms and both optimize and report with the right influencers and mix of content. against the specific goals. MM&M: What are some best practices for building an MM&M: Explain what you offer advertisers influencer strategy? that they cannot get from Facebook and Google alone. SERGENT: Obviously every campaign is unique and has specific goals but there are a few universal keys to building an effective influencer strategy. The custom content “we created using • Know your audience and where they consume content. Facebook may not be the first choice for a physician influencers Gen Z campaign, just as one targeted at menopause from the client patients probably wouldn’t lead with Snapchat. It achieved 38% higher seems intuitive, but many programs aren’t planned engagement with this in mind, and it’s imperative to be selective ” in your platforms to make the right impact. – Doak Sergent • Capture platform-specific assets. It sounds daunting, but if planned from the start you can easily capture SERGENT: We just completed an in- video, portrait and product images in the same shoot.