marco tinelli, presidente gruppo fullsix · © fullsix 2015 –strictly confidential –all rights...

© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization

Marco Tinelli, Presidente Gruppo FullSIX

© FullSIX 2015 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorization

Health in the Digital Age

7 July 2015

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Our experience in HealthcareA FEW WORDS GRAND UNION HEALTHCARE

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The world has changed

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NEW DIGITAL CHANNELS AND CONTENT HAVE CHANGED MARKETING, BUT THEY ARE NOT

THE REVOLUTION.

DATA IS.

NEW CHANNELS

NEW CONTENT

(BIG) DATA

REVOLUTION

AGILE

REVOLUTION

A Clear Vision for the Digital Age

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Data Driven + Engaging = 30% incremental ROIDATA REVOLUTION

PERFORMANCE

MEASUREMENT AND AGILITY

TARGETING AND

PERSONALISATION

Using individual consumer data and

contextual data (open data) to target the

right person with the right message

Constant campaign and creative

optimization through performance

measurement.

Data

Management

Platform

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What does it imply ? The Strategic Routes

MORE RELEVANCE, LESS FREQUENCY

Targeting & Personalisation

More Impact through Relevance

Performance measurement & agility

Less Costs through Data

a. Individual Funnel Synchronization (4D)

b. Campaign Synchronization (KPI)

c. Social Marketing & Content

d. TV & Digital Synchronization

i. Cheaper cost of media contact

ii. Data driven contact planning (DMP)

iii. Agile, performance based campaigns

iv. Business Clustering (DMP)

v. Leverage of owned assets

Three Strategic Assets :

4D model // Data Management Platform // KPI management platform

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Digital & Data Portfolio ManagementMORE RELEVANCE, LESS FREQUENCY : PRIORIZATION

Grow

Milk

Relevance Costs

i. Media Cost

ii. Contact Planning

iii. Agile Campaigns

iv. Business Clustering

v. Owned Assets

b. Campaign Synchronization

(KPI)

d. TV Synchronization

a. Individual Funnel

Synchronization (4D)

c. Social Media & Content

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Focus on healthcare brands

Grow

Milk

Relevance Costs

i. Media Cost

ii. Contact Planning

iii. Agile Campaigns

iv. Business Clustering

v. Owned Assets

b. Campaign

Synchronization (KPI)

d. TV Synchronization

a. Individual Funnel

Synchronization (4D)

c. Social Media &

Content

SPARK BRANDSENGINE BRANDS

FUEL BRANDSFUEL BRANDS

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ORGANISATION

BAYER CASE STUDY

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4/ Behaviors transformationDigital « first »

Workshops and trainings

2/ Media Mix

TransformationLess TV, More digital (VOL, Adwords, Social Media)

1/ Ecosystem

transformationWebsite redesignSEO/SEA synergies

3/ Data

approachDMP

Second Party media deals

#TRANSFORM

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All websites are being

redesigned

1/ Bayer ecosystem transformation

Content has been created

regarding requests on Google

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New pages launched on social media

60 000 fans recruited

within 6 months

Community management, new editorial line, new activations.

Engagement rate multiplied by 5 throughout the first 6 months

1/ Bayer ecosystem transformation

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2/ Media Mix Transformation

Less TV, More VOL

5 campaigns has been launched for 6 months

+ 16.4 Millions of videos broadcasted

80% decrease of cost per videowatched

+1.6 Millions clics towards brand websites

66% decrease of cost per visit

+60% ROI thanks to digital vs 100% TV

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In 2015, digital for BAYER will

represent

- On Line Investment x 2,5

- A media that went from 10%

to 25% in media mix vs (average in industry 8 et 12%)

2/ Mix Media Transformation

Stronger weight of digital in media plan

All tactics activated in 2015 with

SEA/SEO/ ADEXBig Media partner deal with

doctissimo

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3/ Data approach

Pathologic targetting

…

CPM cut by 4

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4/ Behavior transformation

TUMBLR

Video BookOff/print

DISPLAY campaigns

DIGITAL « first » : Digital takes the leadership on creativity

NEW DIGITAL BRAND PLATFORM FOR HYDRALIN DUPLICATED ON TV

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Health in the Digital Age – Questions ?

7 July 2015