View the full People-Based Marketing for Health on-demand webinar here: http://bit.ly/25BrnVx Today, Marketers must take advantage of digital marketing opportunities that are increasingly data-driven, programmatic, and addressable. This can only be achieved by understanding and reaching actual people with advertising and content that's relevant to them as individuals. People-Based Marketing is the strategy enabled by today’s Marketing Automation technology and focuses on: Having a keen understanding of the data available to you through third party sources. This data is connected to your first-party data and delivered through your DMP. Critical to harnessing this information is your ability to manage tags across devices and sites, all of which is managed through the Cloud. Real-time insights fueled by robust analytics to drive your marketing and re-contact strategies. Orchestration of content and audience decisioning across devices and channels to deliver the experience the consumer is looking for. Real-time media and content delivery when, where , and how the consumer wants to receive it.

1. POWERING PEOPLE-BASED MARKETING

2. © 2016 Merkle. All Rights Reserved. Confidential2
What’s Old is New Again – People-Based Marketing
Name & Address Device & Person ID
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

3. © 2016 Merkle. All Rights Reserved. Confidential3
Planning is also Moving from Panels and Cookies, to People
Known
Audiences
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

4. © 2016 Merkle. All Rights Reserved. Confidential4
Rethink Programmatic as Platform Marketing (Tech/Data-Driven)
Personalized Ads
and Content,
Cross-Device &
ChannelPlatform Marketer
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

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Viewability is critical
Fraud is an issue
Ad blocking is on the rise
Consider the Emerging Realities of Programmatic
Winners will be those who use
people-based data to effectively
plan & target audiences in a high
CPM world across screens/devices
50% + Programmatic Expected by 2017
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

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Planning Should Start with a Focus on People
Media & Content PlansIntegrated Media/Content Planning
Demographics
Interests
Purchases
Life Stages
Audience
Site Selection
Device Usage
Competitors
Motivation
Brand
Products
Context &
Content
Location
Relevance
CTA
Content
Journey
Path
Brand
Message
Experience
Flighting
Product Promotion
Campaign
CPA / ROI Goal
Site Selection
Target Audience
Budget
Cross-device
Measurement
Performance KPIs
Attribution
Online to Offline
People-Based Cookie & Device ID-based
Look-alikes/Audience Extension
Content/Creative
CRM
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

7. © 2016 Merkle. All Rights Reserved. Confidential7
Cut Through Content Clutter
Everyone’s a Publisher of Content Today
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

8. © 2016 Merkle. All Rights Reserved. Confidential8
Maximize Findability (SEO + Boosted Social Sharing)
64% of Internet traffic driven by
organic search (Conductor)
Top 8 of 30 strongest search
ranking factors are social
sharing related (SearchMetrics)
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

9. © 2016 Merkle. All Rights Reserved. Confidential9
Leverage the Full Value of the YouTube Ecosystem…
Second-largest
search engine
1 billion unique impressions each
month! TrueView skippable CPV Ads
offer CRM matching/targeting
100 hours of video
uploaded each minute
160mil + unique viewers per month
Earned Search Rankings Optimized Video Content Video Views
Ads PlatformContent HubSearch Engine
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

10. © 2016 Merkle. All Rights Reserved. Confidential10
Reap the Rewards of Halo Value
10x 6%
lift in video
engagement on
your YouTube
channel
more views
thanks to shares
10%
additional
follow-on views
74%
lift on website
visits!
76%
lift in relevant
web searches
3x
(172%) lift in
YouTube
searches
Source: Behavioral Lift Research with Millward Brown Digital; January 2014
TrueView ad views drive earned views & greater engagement
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

11. © 2016 Merkle. All Rights Reserved. Confidential11
Pay Off Content Marketing Efforts with Patient Satisfaction
Answer Patients' Questions
Present Latest Research & Innovation
Offer Tips & Advice , Don’t Sell
Write Scannable Content
Tell Readers What to Do Next
Make It Findable & Shareable
Data
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

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Test into Programmatic & Paid Social Safely
Balance Reach vs Quality
Understand trade-offs
between reach & quality.
Focus on premium private
marketplace buys for safety
and control of your brand
experience.
Start With Base
Targeting
Leverage contextual
networks, native
campaigns, and basic
demographic data. Evolve
to cookies and CRM
matching if permissable.
Treat as Specialty
Unique competencies
and budgets required.
Allocate budgets
based on
performance.
Leverage Mobile & Video
Mobile is larger share of
spend & access.
Programmatic video grew
200% in 2015 vs. 2014.
Maximize these formats!
Learn more about People-Based Marketing for Health. Click here to view the
full on-demand webinar.

13. © 2016 Merkle. All Rights Reserved. Confidential13
Who’s Doing it Right in Healthcare and How?
To learn more about People-
Based Marketing for Health,
click here to view the full on-
demand webinar.