Creating a Strong Digital Patient Journey with Omnichannel Marketing: A Guide for Healthcare Brands

Today’s healthcare marketers face a significant challenge of navigating an increasingly complex patient journey. With the rise of AI, machine learning, and diverse online platforms, it’s crucial to develop a robust omnichannel marketing strategy that meets patients where they are. This blog explores how marketing managers in healthcare can leverage these technologies to create a seamless, personalized digital patient experience, inspired by a podcast with Coegi’s Hannah Schatz and PulsePoint’s Malcolm Halle, which you can listen to here. 

The New Digital Patient Journey: From Google to TikTok

Gone are the days when patients relied solely on their doctors for health information. Now, the journey often starts with a Google search. Patients might type in their symptoms, looking for quick answers or reassurance. But it doesn’t stop there. Many are diving deeper, seeking out personal stories and experiences.

Platforms like Reddit have become go-to sources for patients looking to connect with others who’ve walked in their shoes. Surprisingly, even TikTok is emerging as a hub for health-related content. Users are sharing their health journeys, offering tips, and building communities around specific conditions.

This shift means that as healthcare marketers, we need to think beyond traditional channels. Your strategy should span search engines, social media, and online forums to create a truly omnichannel experience.

Harnessing AI and Machine Learning: The Smart Way to Personalize

Artificial Intelligence (AI) and Machine Learning (ML) aren’t just buzzwords – they’re powerful tools that can transform your marketing efforts. Here’s how:

  • Predictive Analytics: AI can analyze patient behavior to anticipate needs before they arise. This allows you to offer timely, relevant information or interventions.
  • Natural Language Processing (NLP): This technology helps understand the context of patient searches and content consumption. It enables more accurate targeting and personalization.
  • Content Delivery: ML algorithms can serve up tailored content based on where a patient is in their health journey.

By leveraging these technologies, you can create a more personalized, responsive experience for patients. It’s like having a digital health assistant that knows exactly what information to provide and when.

Building Your Omnichannel Strategy: Consistency is Key

Creating a strong omnichannel strategy isn’t about being everywhere – it’s about being everywhere that matters, with a consistent message. Your brand voice should remain steady whether a patient encounters you on your website, social media, or a health forum.

Start by really getting to know your patients. What are their concerns? Where do they go for information? Use these insights to guide your content creation and channel selection.

Remember, it’s not just about pushing out information. Engage with your audience. Respond to comments, participate in discussions, and show that there are real, caring humans behind your brand.

The Power of Authentic Voices

In the age of information overload, patients are craving authenticity. That’s where influencer partnerships can be incredibly powerful. But we’re not talking about celebrity endorsements here. In healthcare, the most impactful influencers are often everyday people sharing their health journeys.

Consider partnering with patients who have authentic stories to tell. Their experiences can provide valuable insights, foster community, and build trust in your brand. Just remember to keep it real and always prioritize patient privacy and ethical considerations.

Data: The Foundation of Personalization

Data is the secret sauce that makes personalization possible. By collecting and analyzing data from various touchpoints, you can gain a holistic view of the patient journey. This allows you to create detailed patient personas and tailor your marketing efforts accordingly.

But with great data comes great responsibility. Always prioritize patient privacy and adhere to healthcare data protection regulations like HIPAA. Use data to enhance the patient experience, not to exploit it.

Measuring Success: Beyond the Numbers

How do you know if your omnichannel strategy is working? While metrics like engagement rates and conversions are important, don’t forget the human element. Are patients finding the information they need? Are they feeling supported in their health journey?

Consider implementing these tactics:

  • Regular surveys to gather patient feedback
  • A/B testing different elements of your digital strategy
  • Monitoring patient sentiment across channels

Remember, the goal isn’t just to drive traffic or increase engagement – it’s to improve patient outcomes and experiences.

Wrapping Up: The Future of Healthcare Marketing

As we look to the future, one thing is clear: the digital patient journey will only become more complex. But with the right omnichannel strategy, powered by AI and grounded in authentic patient experiences, you can create a digital ecosystem that truly supports and empowers patients.

By meeting patients where they are – whether that’s on a search engine results page or a TikTok video – and providing valuable, personalized content, you can position your healthcare brand as a trusted partner in their health journey.

Remember, at the heart of all this technology and data is a human being seeking help and information. Keep that patient-centric focus, and you’ll be well on your way to creating a digital patient journey that makes a real difference.

Reach out to our team to discuss how you can level up your healthcare marketing, and check out these case studies to learn how we’ve supported other healthcare brands:

 

How to Strategically and Compliantly Use First Party Data for Regulated Industries

In healthcare marketing, particularly under strict regulations like HIPAA, the use of first-party data (1PD) demands a nuanced, strategic approach. Leveraging 1PD responsibly and effectively can unlock significant value while maintaining compliance. Healthcare marketing must prioritize privacy at every turn, with specific measures to protect individual rights:

  • Explicit Consent: Always secure explicit consent for using any Personally Identifiable Information (PII) in marketing communications. This is especially vital in highly regulated industries like healthcare, where patient trust is paramount.
  • Data Anonymization: Anonymizing or tokenizing PHI (Protected Health Information) before utilizing it for any marketing purpose is crucial. This ensures that even in data-driven decision-making, no individual’s privacy is compromised.

So where do you start?

Here’s how Coegi recommends maximizing your use of 1PD to strike:

1. Non-PHI Data Utilization

The foundation of responsible 1PD usage lies in focusing on non-PHI data, ensuring patient privacy is never compromised:

  • Social Followers and Demographics: Voluntary, non-sensitive data such as social media engagement and publicly available demographic insights can serve as a starting point for audience segmentation. This data can be analyzed to create preliminary target personas, ensuring that marketing is tailored to audience interests without venturing into sensitive areas.

2. Lookalike Modeling with Tokenization

To unlock deeper insights from first-party data without compromising privacy, tokenization must be applied before any modeling begins:

  • Tokenization First: Before conducting any analysis, customer data is tokenized, ensuring personal identities are anonymized. This enables the organization to securely harness insights without exposing PHI.
  • Modeling High-Value Clients: Post-tokenization, focus on identifying high-value clients based on their Lifetime Value (LTV) and other non-PII metrics. By refining marketing strategies using these models, businesses can allocate resources more effectively toward customers likely to drive higher returns.
  • Cohort Targeting: A cleanroom environment provides a secure way to apply cohort-based targeting while maintaining compliance. This enables marketing teams to group customers with similar characteristics and behavior patterns for more personalized messaging.

3. Index-Based Matching for Lookalike Audiences

Lookalike modeling is essential for audience expansion, and index-based matching offers a compliant, privacy-conscious method:

  • Interest and Propensity Data: By using index-based matching, organizations can match interests and customer propensities without direct data matching. This allows for effective targeting while protecting personal data.
  • Building Lookalike Audiences: Insights from tokenized data, combined with index-based matching, enable the creation of lookalike audiences, allowing businesses to broaden their reach to potential new customers with similar characteristics to high-value clients—all while adhering to strict privacy regulations.

4. Aggregated Campaign Optimization and Analytics

Optimizing marketing campaigns through data analytics is key, but it’s critical to ensure compliance throughout the process:

  • Automated Targeting: Machine learning can help automate and continually refine targeting strategies by analyzing past campaign performance. By doing so, organizations can keep their messaging relevant and impactful, based on real-time insights from previous campaigns.
  • Conversion Rate Analytics: Aggregated, anonymized data should be used to assess and optimize conversion rates, keeping campaigns both effective and compliant.

Conclusion

By strategically using first-party data in compliance with privacy regulations, healthcare organizations can maximize the impact of their marketing efforts. The approach of focusing on non-PHI data, using tokenization, and applying lookalike modeling ensures the organization maintains patient trust and regulatory adherence, while driving more targeted and effective marketing campaigns.

Want to learn more about how to maximize your first party data? Contact us to schedule a discovery call. 

Embracing Value-Based Care: How a Brand Ecosystems Can Revolutionize Healthcare Marketing

Originally published in Healthcare Business Today

In a post-pandemic world, the healthcare landscape is evolving faster than ever. Amidst this swift evolution, the buzz around value-based care (VBC) presents a significant shift from the traditional fee-for-service model. As healthcare marketers, understanding and navigating this transformation is paramount. But how can brands effectively integrate into value-based healthcare models? The answer lies in building a robust brand ecosystem rather than relying solely on individual campaigns.

Understanding Value-Based Care and Its Implications

Value-based care focuses on delivering quality outcomes for patients rather than merely increasing the volume of services. This model incentivizes healthcare providers based on patient health outcomes, promoting efficiency and quality over quantity. VBC is fundamentally about focusing on outcomes for the individual patient, emphasizing quality over volume.

However, the transition to VBC is complex and fraught with challenges. The healthcare sector must address diverse payer requirements, health equity issues, and the unique value perceptions of various stakeholders, including patients, healthcare providers (HCPs), and payers. This shift is incredibly complicated and difficult to execute, requiring brands to understand the multifaceted definition of value to connect effectively with their audience.

The Power of a Brand Ecosystem in Healthcare Marketing

So, what exactly is a brand ecosystem, and why is it crucial for healthcare brands in a VBC environment? A brand ecosystem is a network of digital touchpoints designed to engage and communicate with audiences in a personalized, cohesive manner. Unlike a traditional campaign that delivers a single, linear message, a brand ecosystem provides a multifaceted approach, fostering deeper connections and engagement.

A brand ecosystem is essentially a combination of digital touch points designed to communicate effectively with its audience. It’s not a linear funnel but instead a holistic experience tailored to individual needs. This approach is particularly effective in healthcare marketing, where the definition of value can vary significantly across different audience segments.

Maximizing Value-Based Marketing through a Brand Ecosystem

Understanding and Communicating Value

For healthcare brands, success in a VBC model hinges on understanding and articulating value to both consumers and HCPs. Brands must take the time to define what value means for each audience segment. This involves creating tailored messages and resources that resonate with patients’ and HCPs’ unique needs.

Brands need to create unique ecosystems tailored to patient and healthcare provider audiences. Each ecosystem must reflect the distinct values and needs of its audience. This personalized approach ensures that the brand’s value proposition is clear, compelling, and relevant.

Supporting the Value-Based Care Model

Brands can play a pivotal role in supporting the VBC model by providing resources that help HCPs deliver quality care. This could involve offering educational materials, tools for patient engagement, or technologies that enhance treatment outcomes. By alleviating some of the pressures on HCPs, brands can build stronger, more supportive relationships.

Under a value-based care model, brands have the best opportunity to thrive by supporting HCPs with the necessary resources to drive patient outcomes. This support not only strengthens brand-HCP relationships but also reinforces the brand’s commitment to quality care.

Engaging Patients through Active Communication

Effective patient communication is essential in a VBC model. Brands must prioritize patient education, particularly around preventative health measures, to ensure better health outcomes. This proactive approach helps patients take an active role in their health, aligning with the core principles of VBC.

Patient education and preventative health will take a front seat under a value-based care model. Brands can enhance their value by focusing on these areas, ensuring better patient outcomes.

Not a Funnel, Not Singular: Embracing the Brand Ecosystem

The dynamic nature of value-based marketing demands a shift from traditional campaign strategies to a more integrated brand ecosystem. An ecosystem approach opens up more scale and engagement opportunities, understanding the uniqueness of each audience’s definition of value. By adopting this strategy, healthcare brands can better navigate the complexities of VBC and position themselves for long-term success.

Conclusion

Whether value-based care is fully adopted or not, the opportunity for healthcare brands to enhance their value proposition remains significant. By understanding and embracing the principles of a brand ecosystem, brands can break through the complexities of healthcare marketing and set themselves up for success.

At Coegi, we specialize in helping healthcare brands navigate this transformation. Contact us today for a consult and learn how we can support your journey towards a more integrated, value-focused marketing strategy.

Expanding Reach and Engagement with College Students Using Influencers

Challenge

Coegi collaborated with agency partner, True Media, on a key initiative for Association of Schools and Colleges of Optometry (ASCO). The client needed to reach current college students (aged 18-24), specifically those in STEM fields who are undecided about their careers. Previous marketing efforts focused on standard website traffic generation and career messaging; however, they were looking to expand into additional tactics that would connect with students in an authentic, trust-inspiring way.

Highlights

Millions
of impressions served to those potentially interested in Optometry field


Thousands
of post engagements driving an authentic connection between ASCO and potential students


31 pieces of content
created and amplified efficiently across channels

Solution

Our teams leveraged the power of social media influencers to provide a new way of engaging with the target audience. Recognizing the influence of peer recommendations on college students, we partnered with a selection of young Optometrists and Optometry students (3 creators in total). These creators produced a mix of 31 pieces of content, including standard branded messages alongside a unique UGC (User-Generated Content) challenge. The UGC challenge encouraged viewers to share their top six “sights to see” and tag others in the Optometry community, aiming to spark a viral trend on Instagram and TikTok. Paid amplification was utilized on both platforms to further extend the reach of the influencer content and build genuine connection with relevant individuals beyond the creators’ core followers.

Results

Organically, we drove nearly 3,000 organic engagements at a 7.9% engagement rate through the 31 pieces of content. 

Through amplification on Instagram, we achieved over 1.2 million impressions at a CPM (cost per thousand impressions) of $7.71, generating over 70,000 post engagements. Similarly on TikTok, boosted content delivered nearly half a million impressions at a CPM of $3.97, with over 2,000 post engagements. Amplification not only allowed the content to reach a broader audience of relevant individuals, but also drove greater attention and consideration as evidenced by the content engagement. 

While the success of the UGC challenge is still to be determined, the initial results from the boosted influencer content are promising. 

Key Takeaways

  • Influencer Selection: Partnering with creators who are both relatable and relevant to the target audience (young Optometrists/students) proved effective.
  • UGC for Engagement: The UGC challenge fostered audience participation and could potentially lead to a viral trend, further amplifying the campaign reach.
  • Paid Amplification Benefits: Utilizing the Paid Partnership tool on Instagram and TikTok allowed for seamless content integration and audience expansion beyond the influencer’s followers.

Overall, this campaign demonstrates the effectiveness of influencer marketing in reaching and engaging with a specific audience of college students. The combination of relatable creators, engaging content formats, and paid amplification strategies hold promise for driving brand awareness and consideration within the Optometry field.

Want to explore ways influencer marketing can boost your strategy? Contact our strategists today!

The Balancing Act: Short-Term Wins and Long-Term Growth in Healthcare Marketing

Leaders in the healthcare industry understand the unique challenges of marketing to consumers and HCPs in this space. Unlike promoting a new phone or pair of shoes, healthcare decisions are often complex and involve building trust. This blog dives into the crucial balance between achieving short-term wins and fostering long-term growth for your healthcare brand.

Short-Term Gains: Measurable Impact, Immediate Results

Short-term marketing strategies deliver a quick and measurable impact. Think campaigns promoting flu vaccinations or driving traffic to a website for a new medication launch. Here, success is measured by:

  • Media metrics: Engagement rate, site traffic, click-through rate
  • Business metrics: Sales lift, return on investment (ROI)
  • Advanced measurement: Attention unit scores (measures ad effectiveness), vaccine lift studies (tracks vaccination rates post-campaign)

These strategies are ideal for capitalizing on seasonal trends or generating immediate interest in a new product.

Long-Term Vision: Building Trust and Brand Loyalty

Long-term marketing focuses on cultivating trust and brand loyalty. It positions your brand as a reliable resource, a trusted partner on a patient’s healthcare journey. This translates to:

  • Brand metrics: Brand awareness, brand preference, customer satisfaction
  • Sales & Vaccine Lift Studies: Can also be applicable to long-term success such as share of mind and market share.

Educational content, patient testimonials, and community outreach programs all contribute to long-term success. Imagine a healthcare provider consistently offering informative webinars on various health topics. This establishes them as a trusted resource, influencing patients to choose them for future needs.

The Art of Balance: Aligning Strategies for Sustainable Growth

Focusing solely on short-term gains can negatively impact long-term brand building. While short-term metrics can provide valuable insights and some immediate sense of satisfaction, over-reliance on them can lead to overlooking the bigger business  picture. Here’s how to strike the perfect balance:

  • Identify short-term metrics that predict long-term success. High engagement with educational content could indicate potential brand preference.
  • Maintain a cohesive brand voice across all marketing efforts. This ensures a consistent patient experience, regardless of the short-term or long-term marketing touchpoint.
  • Embrace innovation in activation and measurement. Utilize advanced tools like attention unit metrics and influencer marketing to gain deeper insights and reach your target audience with authenticity.

Conclusion: A Winning Formula for Healthcare Marketing Success

By understanding the nuances of both short-term and long-term growth in healthcare marketing, brands can achieve sustainable growth. Healthcare is a personal journey for everyone, and it can not be a one size fits all approach. In order to deploy an effective long term marketing strategy, brands need to be in tune with who their target audience is, and how they like to be spoken to. By implementing a balanced approach that prioritizes immediate results while fostering long-term trust, healthcare CMOs can build brands that resonate with patients HCPs alike and position themselves for lasting success.

Building Trust and Awareness for Medicaid Options within Multicultural Communities

Challenge

Coegi’s client, a government health plan provider, needed to raise awareness of their Medicaid options among Hispanic and African American communities. These communities often face historical distrust of the medical care system, further compounded by rising healthcare costs.

Highlights

5%
higher recall among Hispanic/Latino demographics


9%
higher recall among Black/African American demographics


27%
increase in the perception that our brand supports member health goals, care about the community, and offer relevant services


10%
lift in aided brand awareness compared to 2% healthcare benchmark

Solution

We developed an omni-channel pilot campaign to break through the noise and resonate with these core audiences. The strategy focused on three key goals:

  • Increase Awareness: Reach qualified Latino and African American audiences.
  • Build Trust: Position the client as a trustworthy partner who understands their needs.
  • Drive Engagement: Encourage interaction with the brand through the website.

Reaching Key Segments: Identify core audiences by utilizing precision targeting parameters such as first-party data, zip codes, eligibility criteria, racial and ethnic demographics.

  • Moms (Parents): Targeted adults with children, emphasizing importance of childhood and postpartum health.
  • Functionally Disabled Members: Targeted audiences concerned with health issues like mental health and disabilities.
  • New to Medicaid: Targeted audiences interested in health management and wellness, active on digital platforms.

Media Strategy: Maximize impact with Medicaid-eligible audiences by placing personalized messages across an omnichannel digital media plan.

  • Diversity in Digital Media: Moving beyond competitor channels, we explored diverse digital platforms and implemented programmatic buying to find audiences efficiently.
  • Right Audience, Right Message: Layered niche cultural targeting with culturally appropriate messaging for deeper resonance.
  • Upfront Digital Footprint: Prioritized a strong digital presence (70% audience reach) for speed to market, hyper-targeting, and competitive differentiation.
  • Expanding into Traditional Media: Layered in localized print publications, billboards & Radio for increased community relevance.
  • Test and Learn: Established a foundation for future campaigns by measuring engagement and optimizing messaging for better personalization.

Results

The campaign delivered significant positive lifts across various metrics:

  • Unaided & Aided Awareness: Increased brand recognition.
  • Brand Perception: Improved perceptions of the brand as supportive, community-focused, informative, and meeting health needs.
  • Decision Maker Impact: Positively influenced decision-making within both Hispanic/Latino and Black/African American audiences.

Channel Performance: The campaign delivered a significant lift in aided awareness across all forms of media, with a notable lift in awareness among consumers exposed to the banner and 30-second video ad. Brand recall was higher when 4+ channels were utilized, signaling the power of an omnichannel approach.

  • Social and Print: Top performers, particularly in combination.
  • CTV & Display Banners: Effective in raising awareness and brand opinion.
  • Streaming Audio: Moderately positive impact.
  • Online Video & OOH: Provided strong campaign reinforcement, but had less direct campaign impact.

Key Takeaways

  • Go Where the Performance Is: Target audiences where engagement is strong and build scale through an omni-channel approach.
  • Brevity & Emotional Connection: Clear, concise messaging with emotional appeal leads to stronger creative performance.
  • Smaller Audience, Bigger Impact: Smaller audience segments can deliver strong engagement and results when targeted effectively.

This case study demonstrates that building trust within multicultural audiences requires a tailored approach that considers cultural values and prioritizes the right channels and messaging for maximum impact.

 

Navigating Privacy Regulations In The Dynamic Pharma Landscape

From the patchwork of stringent state laws to the nuances of consent in patient data usage, explore the critical elements that organizations must adeptly navigate privacy regulations to ensure ethical and legal adherence in this dynamic pharma landscape.

State of Privacy Regulations in the United States

Data privacy laws, especially those related to healthcare, are subject to frequent changes at both the federal and state levels. At the federal level, the Health Insurance Portability and Accountability Act (HIPAA) is a key regulation governing patient data privacy. However, there may be additional federal laws, state laws, and other enforceable guidelines that impact healthcare marketing. Staying updated with these changes is important not only for following the law but also for maintaining top-level privacy and trust in healthcare.

Divergence at Federal and State Levels

Within the federal landscape, HIPAA serves as a fundamental regulation, offering baseline protections for Protected Health Information (PHI). However, beyond HIPAA, various factors contribute to the evolving regulatory environment. The CARES Act, with its temporary modifications to HIPAA, introduces additional considerations for handling health data during emergencies. The FTC continues to play a crucial role in enforcement, ensuring that entities adhere to privacy standards.

On the state level, the regulatory landscape introduces a patchwork of stricter laws that organizations must consider. States like California, with the California Privacy Rights Act (CPRA), Colorado with the Colorado Privacy Act, and Virginia with the Consumer Data Protection Act, have implemented comprehensive privacy laws. These state laws grant patients various rights over their data, necessitating organizations to establish robust opt-out and data deletion processes to comply with diverse state-level requirements. The existence of these stricter state laws adds complexity for entities operating across multiple jurisdictions, requiring them to adapt their practices to align with varying privacy standards.

Difference in Patient and Provider Marketing

Patient marketing operates under more stringent restrictions due to the involvement of sensitive health data. The use of PHI necessitates careful handling and compliance with privacy regulations. Organizations engaging in patient marketing must establish clear opt-in and opt-out mechanisms, allowing individuals to express their preferences regarding the use of their health information. Transparency about how data is utilized becomes paramount, ensuring that patients are informed about the purposes for which their information is being used. This transparency not only aligns with regulatory requirements but also builds trust with patients, a critical factor in healthcare marketing.

In contrast, marketing efforts directed at healthcare providers may have less stringent regulatory requirements concerning patient data. However, ethical considerations and data security measures remain crucial. While there may be more flexibility in the approach to provider marketing, organizations must uphold ethical standards to maintain trust within the healthcare ecosystem.

Compliance Strategies

Principle of Clear and Informed Consent

The essence of clear and informed consent is embodied in four key attributes:

  • Freely given: No coercion or undue pressure.
  • Specific: Clear explanation of data usage and sharing.
  • Granular: Allow patients to choose what data is used and shared.
  • Revocable: Easy opt-out mechanisms.

Opt-In Methods and Opt-Out Mechanisms

Opt-in and Opt-out methods are pivotal in healthcare marketing, offering an ethical way to engage individuals by obtaining their explicit consent prior to using their information for marketing purposes. 

Opt-in Methods:

  • Require obtaining explicit consent before using information for marketing.
  • Align with clear and informed consent principles.
  • Allow individuals to express willingness to receive promotional materials or participate in initiatives.

Opt-out Mechanisms:

  • Important to protect sensitive health information.
  • Essential for effective consent management.
  • Crucial for adhering to privacy regulations.
  • Important for nurturing trust among stakeholders

Role of Consent Management Platforms (CMPs)

CMPs are valuable tools for pharma brands, enabling them to specify the exact purposes for which patient data will be used, particularly in remarketing efforts. This level of granularity in consent management not only aids in regulatory compliance but also plays a significant role in fostering patient trust.

Managing Third-Party Data Aggregation

While leveraging data is essential for targeted marketing efforts, especially in the pharmaceutical industry, where Personal Health Information (PHI) is involved, it is crucial for pharma brands to exercise caution when considering third-party data aggregation. Sharing PHI requires explicit authorization and adherence to strict data security measures to protect patient privacy. A notable challenge in the realm of third-party data aggregation for pharma brands is the inherent difficulty in auditing external service providers thoroughly. As a general principle, pharma brands should exercise prudence and consider the potential risks associated with incorporating third-party data into their marketing strategies. 

Ultimately, these efforts converge on a singular goal: to uphold the highest standards of patient privacy and trust. As the legal and ethical landscape continues to evolve, staying informed and adaptable is not just a regulatory requirement but a cornerstone of building lasting relationships in the dynamic world of healthcare marketing.

Driving Patient Lead Generation for a Pharmaceutical Brand 

Brief

Coegi worked with a pharmaceutical company that supports people living with primary immunodeficiency (PI) and their care partners. They work to empower individuals with resources, treatment and education to manage their conditions. They partnered with Coegi to develop a patient-first lead generation strategy to enroll more individuals in their support programs.

Highlights

415%
Lift in Sign-Ups


3639%
Lift in Form Fills


453
Registration Submissions

Challenge

We faced the challenge of reaching and generating leads from a very niche healthcare audience. The brand did not yet have first-party data, so we partnered with Pulsepoint to leverage their healthcare targeting capabilities as well as compliant third-party audience segments and lookalike models. 

Solution

To engage this audience and provide resources for managing PI, our media drove towards key landing pages where users were encouraged to take action via guide downloads, assessment completions, and patient support program registrations. 

With a budget of around $1.4M for a 12 month campaign flight, we activated a cohesive media campaign spanning across paid search, paid social on Facebook and Instagram, and native and display programmatic ads. 

We outlined three primary goals:

  1. Engage audiences through thought leadership content. 
  2. Drive enrollment traffic through website sign-up forms. 
  3. Educate patients and providers by increasing landing page traffic to informational guides, assessment completions, and registration form fills.

To drive these actions, we amplified content centered around the realities of living with PI, patient empowerment, and other educational support provided by the brand. Through strategic retargeting and sequential messaging, we were able to develop a lead generation funnel 

This campaign was highly successful in generating a pool of first-party patient audiences including 502 patient program sign ups, 444 completed assessments, and 453 registration button submissions. For all key website actions, this campaign drove between a 225% to 3,539% lift in quarter over quarter results.

Using Multicultural Influencers to Drive Vaccine Consideration for Moderna

Brief

Moderna was seeking to drive preference for their COVID-19 booster with multicultural consumers by using authentic, relevant creator-driven storytelling. 

Highlights

28%
lift in vaccine consideration


88%
lift in vaccine discussion intent


7.56%
paid engagement rate compared to 1.86% industry benchmark

Challenge

Moderna’s marketing goal was to drive preference for COVID-19 bivalent booster by leveraging their positioning as the disruptive innovation leader in the space. They wanted to establish an enduring preference for their branded products by: 

  • Educating multicultural consumers
  • Growing urgency and 
  • Increasing uptake of the new COVID-19 booster vaccination

To establish this trust, Moderna needed to provide authenticity in its delivery when communicating with its multicultural audiences. We felt this would be best accomplished through influencer marketing. 

Solution

A key opportunity identified by the Coegi team was that 15.1M people within target DMAs primarily spoke Spanish. To deliver an authentic message, our aim was to support Spanish speakers’ health journeys while driving business impact for the pharmaceutical tech brand. We focused on utilizing booster messaging that was not only in Spanish, but content that was more culturally relevant. 

In order to speak to a Spanish speaking audience, we needed to learn about them in more detail. We started this process by leveraging data technology and intelligence platform, Resonate. Coegi placed an audience learning pixel across digital placements to learn about the Spanish speaking audience and their online behaviors. 

We collaborated with Moderna to identify the top US DMAs by vaccine data in combination with the highest indexing DMAs for Spanish speakers. In doing so, we were able to blend a demographic and geographic targeting strategy in an effort to build trust and affinity with a Spanish speaking audience. 

Coegi carried out a rigorous process to identify a varied mix of macro to micro influencers to generate authentic stories. These influencers were diverse – ranging from health content focused, healthcare workers to the average, lifestyle influencer.  But all were unified by sharing a value of preventative health and translating why vaccination against Covid-19 is important to them. Throughout the campaign, our team partnered with 13 influencers and delivered content to 15M Spanish-speaking individuals across the country.

We asked each creator to generate three pieces of content that authentically communicated the power and benefits of Moderna’s COVID-19 bivalent vaccine booster. Focusing on compliance while building the highest level of interest, relatability, and trust, we requested that the messaging of each piece answered these three questions:

  • Why is COVID-19 still relevant?
  • Why get vaccinated or boosted?
  • Why trust this brand’s product?

Results

Our influencer content performed well through multiple measurement perspectives. The content outperformed influencer benchmarks with some of our influencer content going viral – one piece of content earned a total reach of 414,000 which exceeded the influencer’s follower count by 2,000%. 

Coegi also leveraged a post-campaign brand lift study to measure more advanced impact learnings. According to the study, our influencer content delivered a 28% lift in vaccine consideration and a 88% lift in discussion intent, outperforming the Kantar benchmark by 4x. 

Organic Influencer Content

  • 1,447,404 Impressions
  • 732,297 Reach
  • 13,686 Engagements 
  • 6.36% Engagement Rate

Paid Influencer Content

  • 16,942,764 Impressions
  • 13,185,622 Reach 
  • 1,617,533 Post Engagements
  • 7.56% Engagement Rate vs 1.86% industry benchmark 
  • 2.28% Estimated Ad Recall Lift 
  • $5.25 Average CPM vs $8.75 industry benchmark

Key Learnings

We attribute a lot of our success to the authentic and real content created by our partnered influencers. The healthcare and pharmaceutical vertical poses many challenges. But with our focus on producing genuine, authentic messages for the Spanish speaking audience in the United States, we were able to provide engaging content in a form this audience could relate with.  

To learn more, check out Coegi’s guide to influencer marketing. 

PM360 – 5 Digital Media Tactics to Amplify Public Health Marketing

Mass media public service announcement (PSA) campaigns on print, billboard, and linear TV have been the status quo for years. But we can do better. Digital media is transforming what’s possible for public health marketing, allowing brands to raise awareness in a much more efficient, measurable way.

Here are five actionable digital tactics you can use to engage audiences and elicit the behavioral changes needed to support important public health initiatives.

Read more in PM360:

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