4a's iaas final presentation - telos boston
DESCRIPTION
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 - MullenTRANSCRIPT
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April 25, 2014
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A means to achieving your ultimate purpose.
We are Telos
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Agenda The ask & challenge Our approach & research The strategy & target The creative platform How it comes to life Media plan Measuring success
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The ask
500 physicians20,000 users
2015
$1MM ($2MM)
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3Derm snapshotInsight Differentiat
ionOffering
• 30,000:1 patient to dermatologist ratio
• Long wait times to see a doctor
• 3D skin imager scans lesions
• Image sent to a teledermatologist for diagnosis
• Doctor referral decreases wait time for patients
• Convenient and low cost
• Dermatologist backed
• Unrivaled technology
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Start up
3Derm snapshot
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Purpose
“Most likely to effect change” -
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Effecting Change
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Our approach
Mintel researchNielsen MRICDC data
PSFK: Future of Health
Quantitative survey(200+ respondents)
Qualitative interviewsMelanoma Foundation
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What we learned
“Make an appointment with my doctor”
“Make a doctor’s appointment or go to a minute clinic”
“Get to a dermatologist immediately” “Share my research with my doctor”
79% of consumers surveyed know they should visit the dermatologist at least once a year
90% listed change in shape, size or color of mole as reasons to see a dermatologist
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Challenges
Limited awareness
among doctors
and consumers
alike
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Challenges
Bureaucratic channels difficult to navigate
to enter market
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Challenges
Lack of established
credibility within the
medical space
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Strategy
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Credibility Volume
MedSpa
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How do we maximize $1MM?
$2,000 per doctor
$50 per consumer
$2,000 per doctor will get us doctors + their patients
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Where do the two meet?
Accountable Care Organizations and retail clinics have existing
partnerships in which they provide affordable, convenient care to their
patients.
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How do they work together?
Retail clinic overseen by physicians at ACO
Medical record sharingPatient referrals
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Strategic approach
ROLE OF DOCTORAccurate diagnosis and triageEducate patientsRefer patients to retail
ROLE OF RETAIL CLINICConvenient for patients
Outlet to monitor lesionsRecommended by credible resource
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The doctor
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The Alpha Doc
Males & FemalesAged 42-50
Leaders within theirhospital networks
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“I consult the internet to
verify symptoms,
diagnosis and treatment.”
“I value my network.”
“I prefer to get
information that I can
review on my own
schedule.”
hours per week spent online for professional purposes 11
of physicians want to receive product information via an independent medical channel
77%
63% talk to others about a product after watching online demo videos
more likely to visit a product website for more info as a result of health care advertising
99%“I use and
recommend technology
that helps my patients.”
The Alpha Doc
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A day in the life…
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Creative message
Get under their skin.Learn how 3Derm is changing the
face and pace of dermatology.
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How it comes to life
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E-mail Marketing
Online VideoWebsite Refresh
Paid Search
Google+ HangoutsPhysician-Only Social Networks
DigitalPublic
Relations
Events
Social Media
PartnershipsPublic Relations
Trade Shows
Recommended channels
SEODisplay
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Target region
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Reaching the Alpha Doc
AWARENESS EDUCATION INTERACTION
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Events
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Trade shows
Boston, MA
Boston, MABoston, MANew York, NY
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Public Relations
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Public relations
Internal ExpertsTargeted Storytelling
Thought Leadership
Speaking Opportuniti
es
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Partnerships
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Melanoma Foundation
Optimization
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Digital
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Website: doctor experience
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SEO
See start up package for more
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Paid search
See start up package for more
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DisplayUse display advertising to hyper target physicians in contextually relevant
locations online
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Website: landing page
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E-mail marketing Reach out to doctors about the 3Derm technology after events
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Online Video
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Online video
Optimization
100% of medical professionals watch online videos
before purchasing medical devices.
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Online video
Optimization
3Derm Brand: Melanoma education, awareness of broken dermatology system
Demonstrations: How- to use the 3Derm system, for doctors and patients
Testimonials: From doctors and users
Content Categories
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Online video
“Get under their skin”
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What gets under our skin?
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Melanoma kills 1 person every hour.
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Curable and preventable.
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38 days11 days
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3Derm has the solution.
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Online videoBrand Video: “Get under their skin”
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Online videoHow To Video: “For Doctors”
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Social
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Google+ hangout
Optimization
Host monthly Google+ hangouts, where 3Derm is able share benefits of the technology and demo the experience for doctors. Doctors are able to ask
questions, share concerns and learn from one another – all hosted by 3Derm. Hangouts will be educational and provide a personalized
experience.
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Physician social networks
Active users: 200,000 physicians
Create a brand page for 3Derm and drive users there to learn more
Target PCPs with branded content and news
3Derm is Changing the Face and Pace of Dermatology
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Extending to the consumer
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Patients listen to their doctors
ConsumersDoctors
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Recommended channels
Collateral
Digital
Social Media
Rack Card
CRM
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Rack card
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CRM• 3Derm scan results and
follow up
• Reminders to monitor concerning lesions and visit a retail clinic
• Send photos of last scans for comparison
• Reminder for monthly skin checks, skin cancer awareness month promotions, etc.
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Find Brad Relevance
Program IdeasProgram IdeasSkin
Cancer Education
Industry News
Value Propositio
n
Events/Tradesho
ws
National Skin Care
Month
See start up package for more
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Media plan
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$1MMTACTIC $ Investment Reach
Physician
Website Refresh ü ü $$ $50,000 -SEO ü ü $ $25,000 -Paid Search ü ü $$ $100,000 1,255,000Display ü $$$ $200,000 130,400,000Online Video ü ü $$ $75,000 -CRM ü $ $25,000 1,000PR ü ü $ $50,000 -Partnerships ü $$ $150,000 -Events & Trade Shows ü ü ü $$$ $220,000 20,000Physician-Only Social ü $$ $50,000 110,000Google hangout ü $ $5,000 -
ConsumerCollateral ü $ $5,000 -CRM ü $ $15,000 -Social ü $ $30,000 -
TOTAL $1,000,000 131,786,000
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$2MMTACTIC $ Investment Reach
Physician
Website Refresh ü ü $$ $50,000 SEO ü ü $ $25,000 Paid Search ü ü $$ $200,000 2,510,000Display ü $$$ $400,000 260,800,000Online Video ü ü $$ $175,000 -CRM ü $ $50,000 2,000PR ü ü $ $100,000 -Partnerships ü $$ $300,000 -Events & Trade Shows ü ü ü $$$ $440,000 40,000Physician-Only Social ü $$ $150,000 220,000Google hangout ü $ $10,000 -
ConsumerCollateral ü $ $10,000 CRM ü $ $30,000 Social ü $ $60,000
TOTAL $2,000,000 263,572,000
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Measurement
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Measuring success
What we’re measuring Reach Traffic volume Email list size Engagement Inquiries Sales/scans
How we’ll do it
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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
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*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 3DermAppointments/Year
Per ACO Doctor% Visits for Skin Condition
or Annual PhysicalPatient Referral
RateTotal Patients
Reached
627 3,450 50.7% 5% 54,843
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Let’s Get Started
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