The concept of behavioral marketing is not new, but with the advent of technology and new marketing tools, the industry is able to connect with its consumers on a very individual level, creating the ability to impact behavior and health outcomes on an almost molecular scale. While data are crucial to the formula, knowing how to glean insights from the information is becoming a very important piece of the pie. Real-time data enable more detailed tracking, which in turn leads to better information that results in better understanding of the physician or patient. This method allows marketers to design extremely targeted messaging that produces a level of customer engagement unattainable…
A Five-Step Guide to a Successful Behavioral Marketing Campaign
Industry Experts Identify Best Practices in Behavioral Marketing
Brad Davidson, Ph.D. General Manager, Ogilvy CommonHealth Insights & Analytics, the research-based consultancy unit of Ogilvy CommonHealth Worldwide. For more information, visit ogilvyochww.com.
Drew Desjardins. Senior VP, Account Management and Strategic Planning, Dudnyk, an independently owned, full-service branding, medical marketing, and advertising agency. For more information, visit dudnyk.com.
Hensley Evans. Chief Strategy Officer, imc² Health & Wellness, which serves health and wellness clients on a variety of initiatives, including medical content and health-centered tools to create connections with patients, physicians, managed care groups, and more. For more information, visit imc2healthandwellness.com.
Susan Manber. Senior VP, Executive Planning Director, Digitas Health, which works with pharmaceutical, bioscience, and medical-device companies to help their brands develop connections with healthcare consumers and professionals. For more information, visit digitashealth.com.
Blair Sieber. Senior Media Manager, Multi-Channel Marketing, Sanofi US, which is committed to developing safe and effective medicines, vaccines, and consumer health products to help improve the lives of patients and their families. For more information, visit sanofi.us.
Andrea Westmeyer. President and Co-owner, RMi, a multichannel marketing consultancy focused on the pharma and biotech industries, which provides measurement and optimization insights to ensure marketing strategies and tactics have maximum impact and increase sales. For more information, visit rmarketing.com or email email@example.com.