2014 4A's Institute of Advanced Advertising Studies - Boston Final presentation 4/25, Telos Agency Brittany Topham - Mullen Chris Burd - Digitas Erin Fucigna - Arnold Laura Stewart - Digitas Leslie Fines - AMP Michael Klesseck - Hill Holliday Nicole Driscoll - Mullen

3. 







5. •
•
•
•
•
•
•
•

19. Recommended by credible resource

22. 11
77%
63%
99%

24. Get under their skin.
Learn how 3Derm is changing the
face and pace of dermatology.

28. AWARENESS EDUCATION INTERACTION

38. Optimization

47. Optimization

48. Optimization

49. “Get under their skin”

50. What gets under our skin?

51. Melanoma kills
1 person every hour.

52. Curable and preventable.

53. 38 days
11 days

54. 3Derm has the solution.

56. Brand Video: “Get under their skin”

57. How To Video: “For Doctors”

59. Optimization

60. 


3Derm is
Changing the
Face and Pace of
Dermatology

62. ConsumersDoctors

63. Rack Card
CRM
Twitter

65. •
•
•
•

66. Find Brad
Relevance
Program IdeasProgram Ideas

68. TACTIC $ Investment Reach
Physician
Website Refresh   $$ $50,000 -
SEO   $ $25,000 -
Paid Search   $$ $100,000 1,255,000
Display  $$$ $200,000 130,400,000
Online Video   $$ $75,000 -
CRM  $ $25,000 1,000
PR   $ $50,000 -
Partnerships  $$ $150,000 -
Events & Trade Shows    $$$ $220,000 20,000
Physician-Only Social  $$ $50,000 110,000
Google hangout  $ $5,000 -
Consumer
Collateral  $ $5,000 -
CRM  $ $15,000 -
Social  $ $30,000 -
TOTAL $1,000,000 131,786,000

69. TACTIC $ Investment Reach
Physician
Website Refresh   $$ $50,000
SEO   $ $25,000
Paid Search   $$ $200,000 2,510,000
Display  $$$ $400,000 260,800,000
Online Video   $$ $175,000 -
CRM  $ $50,000 2,000
PR   $ $100,000 -
Partnerships  $$ $300,000 -
Events & Trade Shows    $$$ $440,000 40,000
Physician-Only Social  $$ $150,000 220,000
Google hangout  $ $10,000 -
Consumer
Collateral  $ $10,000
CRM  $ $30,000
Social  $ $60,000
TOTAL $2,000,000 263,572,000

71. 






72. Awareness Education Interaction
Target: Physician KPI Tool KPI Tool KPI Tool
Website Refresh Engagement GA, WMT Logins, signups GA
SEO Nonbrand searches GA, WMT Brand searches GA, WMT
Paid Search Nonbrand traffic GA, AW Brand traffic GA, AW
Display Impressions CV, GA
OLV Views GA Views GA
CRM Email GA, CC,
PR Links, referrer GA Links, referrer GA
Partnerships Links, referrer GA
Events & Trade Shows Dr’s reached 3D Email , inquiries 3D, CC Demos, signups 3D
Physician-only social networks Engagement GA Inquiries 3D
Google hangout Engagement GA
Target: Consumer KPI Tool KPI Tool KPI Tool
Collateral Microsite traffic GA
CRM Follow-up scans 3D
Twitter Engagement TW
GA – Google Analytics, WMT – WebMasterTools, AW – Adwords , CV – Conversant, CC - Constant Contact. 3D – 3Derm Database, TW – Twitter Analytics

73. *Conversion rates are rough estimates, and assume last click attribution. Most purchasers likely were exposed through several channels before converting
Conversion Channel Reach Conversion Rate 3Derm Users
Paid Search 1,255,000 0.020% 251
Display 130,400,000 0.00002% 26
CRM 1,000 10% 100
Events & Tradeshows 20,000 1.25% 250
627Total Physicians Using 3Derm
Conversion Channel Reach Conversion Rate 3Derm Users
Collateral 54,843 25% 13,711
CRM 54,843 25% 13,711
27,421Total Consumers Using 3Derm
Doctors Using 3Derm
Appointments/Year
Per ACO Doctor
% Visits for Skin Condition
or Annual Physical
Patient Referral
Rate
Total Patients
Reached
627 3,450 50.7% 5% 54,843