HCP Solutions for Superior Results
Brought to you by the leaders in desktop and mobile
Developed for
Presented by
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Chris Colella
David Weinroth
Date
September 17, 2013
Agenda
• AdRx Media HCP Overview
• The AdRx Media/Greystripe cross-device solution
• Creative executions and ideas for Saatchi
• Next steps
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Two category leaders | One unified platform
GREYSTRIPE MEDIA
90%
Visit our HCP network at least
once a week… HALF (51%) visit
at least once a day.
2.3MM
50+
Number of healthcare
practitioners, technicians and
support staff that we reach each
and every month on our network
Properties tailored to medical
professionals including EMRs,
reference, prescribing information,
medical journals & industry news
500+
Health-focused mobile apps
Source: Internal & Publisher Reported Data
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Engage & Educate Healthcare Professionals
Run unique ad formats and creative
executions across a highly targeted
audience to efficiently reach:
•
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•
6%
50+ specialties
Hospitalists
Nurses, EMT, Technicians
Elderly Care Workers
5%
4%
PCP/GP/Internist
4%
Psychiatrist
Oncologist
20%
Endocrinologist
8%
20%
9%
9%
15%
Cardiologist
OB/GYN
Pain Specialist
Pediatrician
Pulmonologist
Rheumatologist
Cross Platform: Desktop Display, Mobile, Social and Video
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AdRx Solutions That Break Thru the Clutter
Media tactics that keep up with the ever growing challenge of reaching professionals
SPECIALIST
TARGETING
Contextually target
HCPs seeking
information about a
condition, treatment
or medication
PHYSCIAN
MATCHING
Provide us with your
target HCP list and we’ll
anonymously match it
against our database of
212 million users
SOCIAL
MARKETING
Build long-term
relationships
through two-way
dialogue with HCPs
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SITE & EMAIL
RETARGETING
Retarget physicians
who engaged with
your brand, but didn’t
complete the desired
call to action
MOBILE
Go mobile with high
impact rich media
and flash ads
compatible with all
smart phones and
tablets.
Specialist Targeting
SPECIALTY TARGETING
Target content areas pertaining to a certain health
condition or specialty to effectively reach HCPs who are
seeking solutions and information for their patients’ health.
QUALITY
Highly specialized HCP targeting and healthcare professional
targeting across our small network of publishers keeps
inventory quality high and allows us to offer premium,
placement opportunities.
HCPs are authenticated via the AMA database
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Physician Matching
DEFINING THE TARGET
We provide one to one messaging to Doctors within your preferred
specialty through our Physician Matching solution
STEP 1
Provide us with your
target list
STEP 2
STEP 3
We send it to a 3rd party to anonymously
match against our database
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AdRx finds that HCP &
engages with a relevant ad
Social Marketing within the HCP Community
The biggest influence on a physician’s decision to prescribe a drug treatment is a personal
recommendation from a trusted colleague - Source: Manhattan Research, Taking the Pulse ® v11.0, 2011
The “FACEBOOK” FOR PHYSICIANS
Over 40k hours, 2.3mm posts and 118k conversations take place per month on
Sermo among verified and credentialed physicians
Physicians collaborate on cases and exchange observations to improve patient
care.
Brands are provided the opportunity for targeted engagements with
these physicians by using promotional and market research products
100% HCP Focused
• 200,000 verified and credentialed physicians
• 68 specialties
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Taking Part in the Conversation: Sermo Campaign Components
SPECIALTY SPOTLIGHTS: GUARANTEED EXCLUSIVITY
Be Top-of-Mind: Target a specific specialty and follow those physicians throughout their entire
engagement on Sermo to support the brand’s key objectives.
BRAND PAGES: eRESOURCE FOR YOUR BRAND
Fully Customizable Content: Highlight key data and messages through a dedicated brand page
COMMUNITY POSTS: SHAPE THE DIALOG
Engage with physicians with new clinical data, patient cases, and trial designs. Brand’s KOL
can introduce topics & receive feedback from doctors
DOC TANGO: LEVERAGES COMPETITIVE NATURE OF MDs
Proprietary social health gaming platform where HCPs compete with their global peers to
predict brand centric future events
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Let’s talk
Cross-device
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Why Cross-Device Matters: Quick Facts
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86% of HCPs use smartphones in
their professional activities
53% of HCPs use tablets at work
100% use desktop/laptop computers
The percentage of HCPs that use all three
screens (aka - digital omnivores) is currently
47% and is predicted to shoot up to 82% in 2014
Source: epocrates August 2013
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United DMP with industry’s richest audience and device data
ValueClick Browsing Data
50 MILLION CROSS DEVICE PROFILES
390 MILLION TRACKED DEVICES
70,000 AUDIENCE BEHAVIORS
Visitor activity across tens of thousands of sites
Mobile Engagement Data
Content, apps, views, completions
ValueClick Interaction Data
Mobile Interaction Data
Click activity across 18,000+ monthly campaigns
Impressions and clicks in app and mobile web
AdRx Site Audience Data
Location Data
HCP activity across the AdRx HCP Platform
Geo regional mapping and IP history
$8B in CJ Transaction Data
Device & Platform Data
Millions of anonymized online purchase events
User device, platform and software information
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Digital’s best step-by-step process for device-to-user matching
Rich device-level profiles created based on
connections, browsing, past purchases
Greystripe SDK and advanced technology
enable us to ID device every time we see it
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Apple: Greystripe SDK harvests IDFA to unite all app usage to
a single iOS device
Android: Greystripe SDK links all app usage to one device
Browser cookies track desktop and mobile web browsing
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DMP collects activity history for each tracked device
Average of 200 profile items per device
Goes beyond household connections most vendors use
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Statistical model unites device profiles to
a user with industry’s best accuracy
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Linkage across MULTIPLE IP addresses and
connection patterns in the device data profiles
Proven 80% accurate – highest in the industry
Advanced model to take matching from HH to user level
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Identify real-time patterns that help us connect devices to users with remarkable accuracy
- IP connection history
- Content consumption
- Device usage patterns
- Browsing behaviors
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- Purchases
- Simultaneous device usage
Exclusive Rich Media ADherance
Reproduce interactive display units with identical functionality in mobile
 ISIs: auto-scroll or scrollable
 In-unit video:
 Auto-start or user-initiated
 Short or long form
 Condition-specific index targeting
 Interaction and
engagement metrics
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 Complimentary brand lift studies
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The Full-Screen Leader
Only Greystripe’s full-screen ads feature a unique Click Protection Menu that eliminates accidental
clicks and delivers 100% intended actions!
According to Harris Interactive,
nearly half of all mobile banner
clicks are unintended
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Full-screen ads from Greystripe
have been shown to deliver a 5x
increase in post-click
conversions*
User-Flow Example
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Expandable User-Flow Example
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Tablet Static Ads
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Turnkey cross-device performance measurement and insights
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Full suite of campaign reporting
Device usage insights for the brand audience
All analysis and insights delivered turnkey
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ValueClick Media/Greystripe deliver superior performance
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Key drivers of improved performance:
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5.4X
More complete user profile/targeting
Reaching the same user across different devices
Ability to track users as they jump across devices to complete a task
3.4 X
1.0
1.0
Single Device
Single Device
Cross-Device
Average Engagement Rate
Cross-Device
Average Conversion Rate
Source: ValueClick, 2013
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Next Steps?
Chris Colella
AdRx Media
ccolella@adrxmedia.com
908.500.4545
David Weinroth
Greystripe
dweinroth@greystripe.com
646-439-2704
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