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 Vie ershi Is Occ rring Across All De os
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 Vie ershi Is Occ rring Across All De os
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
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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 • Kno w 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 • Captur e 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. depth research study designed to prove For example, personal, direct-to-camera stories the influence of our esteemed brands. outperform on Instagram so if you’re just re-using According to this research, conducted by flat digital or print ad creative you’re not only not Tapestry, Condé Nast has three times more using best practices you’re likely running something influence than platforms such as Google and that from the start is destined to underperform. Facebook. Our users believe we only bring them content that is relevant for them. This • Know your goals, target, and how you’ll reach them. trust translates to audience loyalty which A brand’s life cycle and the competitive landscape in turn drives our influence for advertisers. should be considered. If the goal is mass awareness Consumers think more highly of brands of a disease or a brand among a wide consumer when they advertise on Condé Nast.
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mmm-online.com Advertising In Medical vs. Lifestyle Sites: What Works?
With so many players in the healthcare space prescribed,” Mormile said. “But what today, pharma marketers are being tasked with happens when you engage them in content figuring out not only how to navigate this ever- that speaks to their whole lives and engages expanding landscape, but also with where and when their passions? What is the impact then? That they should be spending their advertising dollars to is what we wanted to find out.” optimize engagement. The study included 100 participants of Condé Nast’s recent DTC session, The Role of diverse age, race, and income, who were Environment in Pharma Advertising: A Neuroscience divided into two cells. Participants in the first Exploration, led by Jennifer Mormile, chief industry cell were patients with either diabetes or high officer, health and wellness at Condé Nast, and Pranav cholesterol, while patients in the second cell Yadav, CEO of Neuro-Insight, explored the partnership had been diagnosed with either asthma or between the two companies and their groundbreaking allergies. work using neuromarketing to demonstrate how Participants first took a short survey, then pharmaceutical manufacturers can better understand put on a special headset that recorded brain the workings of the patient mind in order to connect patterns as they were guided through a typical with them as consumers. Stephanie Fried, EVP Research, Analytics and Audience development at Condé Nast said that she chose to partner with Yadav and Neuro-Insight to glean “The subconscious insights on consumer response to pharma advertising is responsible for 80% in medical vs. lifestyle environments that may be to 90% of decisions difficult to self-report, or difficult for consumers to consciously remember. we make daily” The session started more like a sci-fi highlight reel – Pranav Yadav than a typical conference presentation, and the star of the show was the subconscious, which Yadav referred to as every human’s “superpower,” as it is responsible online experience, scrolling through content for 80% to 90% of decisions we make daily. on both medical websites such as WebMD The two then led audience members through the and lifestyle websites such as Golf Digest, study they conducted that measured how patients GQ, SELF, or Epicurious. Each environment subconsciously respond to the same pharma ads in included two pages with ads in context for different environments. their condition, and one page with ads out of “We know patients are seeking content in medical context. environments when they’re dealing with a medical With this study, Yadav explained, his team issue, or at diagnosis when a new medication is wanted to dive deeper to determine what
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mmm-online.com terms of personal relevancy and emotional intensity as medical sites, likely for different reasons, ads in the lifestyle environment had a 47% higher emotional intensity score, which Mormile said allowed them to conclude lifestyle environments helped brands forge a deeper connection to their audience. Bottom line: The “where” of an ad is as vital as the “what” of its content So, what does that mean for pharma marketers? Mormile said the research team hoped the findings would help pharma companies incorporate three best practices when working on their media plans, which she outlined in the following directives:
• First, capitalize on emotion. (The researchers’ findings appear to show) there activity in different areas of the brain tells us about is a 47% increase in emotional intensity how the environment influences patients’ preferences among ads in the lifestyle environment. and decisions. They wanted to ascertain whether Test out lifestyle content, put it on your this impact varies by media format, and how this plan, and see how it performs for you. information can begin to shape a media planning strategy. • Second, leverage surprise. If you have Yadav said they used measures of engagement, a detailed message you’re trying to equating to personal relevance, which has a 69% communicate, whether it’s a co-pay card, correlation with memory, and emotional intensity, a method of action, clinical research, or which has a 40% correlation with memory to determine the impact of both the environments themselves, and the ads placed in those environments. They also Ads in the lifestyle evaluated the two types of human memory: global, “ which is linked to themes, storylines and other aspects environment had a that relate to a person’s identification with a product; 47% higher emotional and detail, which is linked to specific text and special intensity score offers. ” Audience members were shown a video featuring a – Jennifer Mormile 30-second ad for a diabetes medication with a chart on the bottom following the viewers’ brain activity in real time. The timecode clearly identifies which data, consider placing it out of context, areas of the creative are impacting detail memory and regardless of whether you’re relaying it which areas are impacting global memory in a lifestyle in a medical or lifestyle environment. You environment in the context of diabetes content. will reap the rewards. “We wanted to do this to show just how important each moment of ad creative is for different reasons,” • And then lastly, storylines and themes. Yadav explained. Use lifestyle environments in-context to “In pharma marketing, every single moment matters,” drive global memory encoding impact – Mormile noted. “You’re spending a lot of money for ideal for higher level branding and storyline your ad creative, so shouldn’t every moment be driving communication. A lifestyle environment motivation in a certain way?” is a great way to get the benefits of that Key findings showed that while the content in storyline locked into the memory of your lifestyle environments was equally as impactful in target consumers. 7
mmm-online.com HOW DATA DRIVES AUDIENCE ENGAGEMENT
MM&M got an inside peek into Spire, Condé Nast’s proprietary data and optimization platform from Karthic Bala, EVP and chief data officer, who shared what makes data an integral part of the company
MM&M: As you are well aware, data is king in today’s We build models in a HIPAA compliant healthcare landscape, and pharma companies need to way to reach audiences five to eight times either buy that data or bring in third-party platforms to more accurately than the national prevalence. stay in the game. What would you say makes Condé We are constantly working to make our Nast a good data partner for pharma companies to algorithms more precise using data science, have? machine learning, and AI. Also, Spire works across platforms so clients can leverage this BALA: With its Spire platform, Condé Nast has created advanced targeting online, across video, a proprietary data infrastructure that is unparalleled in programmatically, through email, and on the industry. Spire combines Condé Nast’s extensive social. first-party contextual and behavioral data — adding And now, clients have the opportunity more than one trillion new data points every month to reach both consumers and HCPs with — with proprietary second- and third-party data to one unified voice. Spire for HCP targets execute marketing campaigns. physicians engaging in the content that drives Spire finds the right audience, optimizes for their personal passions — providing a holistic performance, and, most importantly, provides 360-degree solution for our partners. actionable consumer insights. Data by itself is useless — the insights derived from our data platform are what MM&M: Juggling multiple data streams is truly provide a competitive advantage for our partners. a true art form, and one many companies All of this is done using AI and using correlations are trying to master. How have you been between consumers’ actions and their receptivity to an able to converge these data streams into advertising campaign to enable our agency partners to usable insights to help clients better target measure the impact with respect to their media mix customers? spend. BALA: We have spent more than two-and- MM&M: What are the utility and applications for the a-half years building the infrastructure to data? How will it benefit your pharma brand clients? allow us to access this data in real time and make it usable across stakeholders — from BALA: Condé Nast Spire uses the world’s largest set our content creators to our marketers, sales of healthcare information to execute audience-based teams, and our marketing partners — in a campaigns that continually optimize and refine to unified way. drive value for our partners. Our interactive campaign dashboard
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mmm-online.com provides ongoing insights to our clients including Citizen Net, is a results-driven social media metrics such as content consumption, demographic advertising platform that uses a patented, and geographic data, new patient starts, patient predictive audience targeting technology to conversions/switch, doctor visits, and retention. reach and analyze users across Condé Nast’s Our ultimate goal is to provide as much self-service more than 230 million social followers on capability on the platform as possible — so our Facebook, Instagram and Twitter. agency partners can look at the impact of their media While Facebook and Google are certainly mix (video, display, etc.) with full transparency, and important channels on which to distribute marketers can get the actionable insights they need. messaging, Condé Nast provides highly
MM&M: With companies such as Google and Amazon breaking into the healthcare space, how are you We build models in ensuring that you are staying ahead of the mix to “a HIPAA compliant remain an invaluable resource to pharma companies? way that reach BALA: It starts with our brands. Across all of our audiences five to brands, Condé Nast creates the most influential eight times higher content, which reaches highly engaged audiences and aligns to their passion points. Condé Nast has than the national the unique capability to couple its quality content prevalence.” with a bespoke Spire segment with de-identified Karthic Bala health data onto social platforms to vet the quality of – influencer or audience and provide a highly engaged content experience. This is influence you can’t buy targeted and engaging content experiences anywhere else. on these channels, that allows clients to utilize this technology to promote their own MM&M: How has the acquisition of Citizen Net helped social assets or amplify programs they are Spire take advantage of social media engagement? running with Condé Nast--ensuring that we are providing the necessary platform to meet BALA: Spire for Social, through our acquisition of the needs of our clients.
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mmm-online.com Quality: Reach: 28 trusted, iconic brands 1 in 2 U.S. adults
Vogue | Vanity Fair | Glamour | Brides | Self | GQ | The New Yorker | Condé Nast Traveler | Allure | Architectural Digest | Bon Appétit | Epicurious | Wired | W | Golf Digest | Golf World | Teen Vogue | GQ Style | Pitchfork | Backchannel | Ars Technica | Healthyish | Hive | Basically | The Loop | Clever | Them. | Iris
Innovation: Proven Results: Award-winning content • Data • Social • Video • Content experiences