Hitting the Target with Behavioral Marketing


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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
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
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
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
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
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 or email ­