Reach Your Audience Efficiently And Effectively
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This document summarizes Justin Freid's presentation on reaching healthcare audiences efficiently through search engine marketing. It discusses challenges like attributing ROI when websites can't directly generate prescriptions. It also covers developing an understanding of patients' and doctors' treatment cycles and search behaviors, leveraging custom research to inform keyword strategy and ad copy testing. Finally, it emphasizes the importance of meeting audiences in the channels they already use, like LinkedIn, Facebook, and industry-specific social networks and publications.
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Reach Your Audience Efficiently And Effectively
- 1. #SMX #31B @Justin_Freid #WINB2B Reach Your Audience Efficiently and Effectively
- 2. #SMX #31B @Justin_Freid Justin Freid SVP Emerging Media @ CMI Father of 2 boys under 2 Twitter: @justin_freid Writer for Search Engine Land and MarTech Today Who is this dude?
- 5. #SMX #31B @Justin_Freid Our clients generate revenue through Rx and Rx refills Websites can’t write prescriptions The Situation
- 6. #SMX #31B @Justin_Freid How do we know our marketing efforts are successful? How do we tie ad spend to ROI? Which channel gets credit? The Challenge
- 7. #SMX #31B @Justin_Freid Looking At The Unique Situation Of This Industry Activated by symptoms, patients search before their appointment Preparation for incoming patient visits, continuing education on specialty Diagnosis Post diagnosis research on disease and treatments Prescription Ongoing education on side effect management, treatment options Ongoing education on disease state and new brands Pre-prescription research on dosing, administration, contraindications Consumers Health Care Professionals
- 8. #SMX #31B @Justin_Freid Develop an understanding of the treatment cycle Creation of KPIs or MVAs Assigning value to KPIs LTV of Rx How We Approach It
- 9. #SMX #31B @Justin_Freid Who gets the credit?
- 10. #SMX #31B @Justin_Freid How Do We Determine What To Spend? SEM Estimates For B2B Campaigns
- 11. #SMX #31B @Justin_Freid Develop finely targeted set of keywords Leverage proprietary research tools Determine what keywords are ‘overlap’ between B2B and DTC campaigns Estimate Creation Process Overview
- 12. #SMX #31B @Justin_Freid Potential DTC keywords: • Cancer treatment • Brand copay card • New cancer drugs What Is An Overlap Strategy? Potential overlap keywords: • brand side effects • prostate cancer treatment from company • Brand name Potential B2B keywords: • Brand prescribing info • Clinical trial data for brand • Prescribing info for brand Due to some terms being relevant to both audiences, an overlap strategy is needed to prevent bid inflation
- 13. #SMX #31B @Justin_Freid Due to have two distinct audiences, brands with B2B and DTC content on separate domains have the ability to serve two ads. Ad copy is utilized to prequalify audiences on the select set of terms we double serve on Great option for competitive blunting Pharma Can Double Serve
- 14. #SMX #31B @Justin_Freid What Does The End Consumer Search For? Understanding Your Audiences
- 15. #SMX #31B @Justin_Freid Do doctors even use Google? Over 72% of doctors search for professional purposes each day Leveraging Custom Research To Understand Your Audience Top SourcesUsed During Office Hours % Medical information found through online search engines 53% Pharmaceutical or medical device company representatives 52% Online drug reference tools and apps 47% In-Office tools 43% Medically relevant email or eNewsletters from medical publishers and associations 43% Cardiology
- 16. #SMX #31B @Justin_Freid Terminology is key in keyword development Understand the end costumer, don’t depend on your client Talk To Your Customer – Not Your Clients
- 17. #SMX #31B @Justin_Freid Social Listening Can Provide Great Insights Nathan Pennel, MD, PhD Med Onc @ Cleveland Clinic @n8pennel, 3.7K Followers Mike Thompson, MD, PhD Hem Onc @ Vince Lombardi Cancer Clinic @mtmdphd, 15.3K Followers Gilberto Lopes, MD Med Onc @ Sylvester Comp. Cancer Center @glopesmd, 20.8K Followers Michael Fisch, MD Med Onc @ AIM Specialty Health @fischmd, 18.4K Followers
- 18. #SMX #31B @Justin_Freid Be Where Your Audience Is Expanding Your Reach Through Other B2B Marketing Efforts
- 19. #SMX #31B @Justin_Freid Your audience does a lot online. Where do they spend their time? Expanding Reach On Business Related Channels
- 20. #SMX #31B @Justin_Freid Gen XGen Y Baby Boomer Silent Facebook 41% Doximity 28% LinkedIn 27% Sermo 17% Twitter 16% Aptus Health (QuantiaMD) 13% Medscape Physician Connect 10% Facebook 37% Doximity 35% Sermo 33% LinkedIn 32% Aptus Health (QuantiaMD) 23% Medscape Physician Connect 21% Twitter 20% Sermo 31% LinkedIn 29% Doximity 29% Facebook 25% Medscape Physician Connect 19% Aptus Health (QuantiaMD) 19% Twitter 12% Doximity 36% Sermo 28% Medscape Physician Connect 24% Facebook 24% LinkedIn 22% Aptus Health (QuantiaMD) 12%
- 21. #SMX #31B @Justin_Freid Tips for success on LinkedIn: • Know who is involved in your purchase process • Cater messaging based on their specific role • Reach each person in the purchase path LinkedIn: Deliver Content To The Right People
- 22. #SMX #31B @Justin_Freid Tips for success on Facebook • Utilize custom audiences to narrow your targeting efforts to people who matter • If you have the budget, use Axiom data to target key audiences Facebook: Custom Audiences
- 23. #SMX #31B @Justin_Freid Through social listening, understand where your audience is. Connect On Industry Specific Social Networks
- 24. #SMX #31B @Justin_Freid • If you cannot directly track sales, create KPIs and assign values • Support keyword research through custom research, ask your end customer, not your client • Understand where the customer spends their time, hit them with relevant content Let’s Recap What We Learned:
- 25. #SMX #31B @Justin_Freid LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- I work in the pharmaceutical industry.
- We target doctors and patients. It’s not easy to track ROI.