Data and Tech are Changing the Healthcare Journey - Have You Reacted Yet?
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Data and Tech are Changing the Healthcare Journey Have You Reacted Yet?
It takes a shopping approach for healthcare marketing
Control Convenience
72% of Americans go online to obtain
healthcare information
Source: Mintel Group LTD. Managing Your Health. January 2018. Web. 06.04.19
Patients Turn to the Internet and Technology for Answers
67%
use technology Adults younger than 45
Of patients use search
to manage their are most likely to seek
engines prior to booking
overall wellbeing out online reviews for
appointments
healthcare providers
Source: (1) eMarketer, What Online Resources Do US Internet Users Consult for More Information Before Going to a Doctor? February 2018. Web. 06.04.19; (2)
eMarketer, Have US Internet Users Made an Appointment Digitally to Visit a Doctor or Health Clinic? February 2018. Web. 06.04.19
Techno-Patients now include all ages – even seniors
Mobile Device Usage by Age
• A18-34 = 96% • A18-34 = 52%
• A35-54 = 89% • A35-54 = 63%
• A55+ = 53% • A55+ = 46%
Source: (1) eMarketer, Smartphone Users, US Forecast 2019; (2) eMarketer, Tablet Users, US Forecast 2019
Digital Use is Shaping
Industry Spend
Digital ad spend for healthcare and pharma brands in 2018
$2.84B And is expected to reach $3.1B in 2019 – 10.6% growth.
Search will get a larger boost of 11.4% in 2019
Online video will increase 13.7%
Source: (1) eMarketer: US Healthcare and Pharma Industry StatPack 2018
Traditional Media Continues to Lead
TV Healthcare spending will
increase another $1 billion by 2021
Dollars in Billions
Source: (1) Kantar Media Strategy, Total USA, 1/1/2018-12/31/2018; (2) eMarketer: US Healthcare and Pharma Industry StatPack 2018
What is Your Audience Watching?
Over 70% of healthcare consumers took action after seeing an ad on TV
Source: (1) Nielsen Scarborough USA+ 2018 Release 2 *Revised 04-19-2019* Total (Jul 2017 - Nov 2018)
Most Importantly, Where are They Watching? Enter OTT
Average Reach % by demo for P18-49 targeting campaigns
#SROTT
@SpectrumReach
OTT is Not a Fad. It’s Here To Stay.
11
connected devices in the average U.S. household
72%
of internet users are OTT video viewers
+26%
Premium video ad views grew +26%
Source: VAB left to your own devices report via S&P Global; eMarketer 2018; Freewheel VMR Report Q3 2018Does an Increase in OTT Mean an Increase In Cord Cutters?
Nope.
86% of time spent is
on large screens
74% of households are considered
“multichannel” or “cord stackers”
58% of the population are cord loyalists
(meaning they never plan to cut the cord)
Source: [1] MRI 2018 Cord Evolution; November 2018. Base - Total Population [2] State of Pay TV, OTT, and SVOD 2018,
Horowitz Research © 2018Columbus Community Hospital
“With Spectrum Reach we’ve seen
over 70% growth in our Orthopedic
service line in one year.”
- Emily Diley, Marketing Director
Results:
INCREASED
AWARENESS
70%
GROWTH IN
SERVICE LINEComplete Women Care
“Spectrum Reach helped brand our
business and services in a specific
targeted area.”
- Dzenana Gackik, Marketing Director
Results:
9% 18%
INCREASE IN INCREASE IN
SITE TRAFFIC NEW PATIENTSCarter Blood Care
“Spectrum Reach has helped Carter
Blood Care reach the folks that we need
to in our geography when we need to
reach them.”
- Jennifer Maul, Marketing Director
Results:
1,000 INCREASED
AWARENESS
DAILY DONORSBut what does all this look like for your health practice?
Healthcare Targeting Options
Spectrum Reach’s superior targeting will ensure your message reaches the best audience
Referral/Recruitment/Education
Primary Care Specialists
Nursing* Physical Therapy*
Physicians* Physicians*
Chronic Conditions/Ailments/Prescription
Arthritis Bariatric/
Cardiology Asthma
Weight Loss
COPD Diabetes Rheumatoid
Arthritis
Health Insurance
Uninsured Medicare Medicaid
*These segments need to be accompanied by behavioral targeting in order to achieve scalePower of Healthcare Data – Targeted Matching
Men with diabetes =
Advertising with a competitor vs. Advertising with Spectrum Reach
Wasted media dollars trying to reach men More efficient targeting by matching actual
with diabetes by casting a wide net behavior and what men with diabetes are
watching for true addressable approach
Ads are being
delivered to men
with diabetes
resulting in more
accurate targeting
while minimizing
wasted media
dollarsPower of Healthcare Data
Here are some examples of how we can help:
• Pharma Brands: DTC targeting, HCP targeting
• Clinical Trials: patient recruitment
• Hospitals and Providers: targeted advertisement by service line, HCP recruitment/USNWR lobbying
• Health Insurers: Medicare, Medicaid, Individual, Wellness Programs
• Advocacy Groups: grassroots member activation
• Specialty conditions: Diabetes, Asthma, COPD
TV Online SmartphoneHIPAA Compliance Spectrum Reach works with third-party partners with in-house counsel to ensure compliance with HIPAA and online privacy regulations. Our healthcare data sets are de-identified and opt-in to ensure compliance and household accuracy. Since our data is completely opt-in by the consumer, all personally identifiable information has been removed by a third party and is fully HIPAA-compliant.
Healthcare Data Methodology
Data is compiled using multiple qualified, direct relationship sources on a consumer’s demographics,
lifestyle characteristics, health insurance status, and ailments (data provider is Crossix).
Various types of sources include:
300MM+ Patients Data types from many sources Healthcare Professionals Data
All healthcare attributes are modeled to ensure full compliance with HIPAA and Online Privacy regulations.You can also read
