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BRANDED CONTENT &
HEALTHCARE:

OUR STORY
William Martino
Global Client Lead, Wunderman Health
@Wunderman
@wmartino
Content

Marketing
Healthcare

Marketing+
AUDIENCE
AUDIENCE
BRAND
AUDIENCE
BRAND RELEVANCE
AUDIENCE
BRAND RELEVANCE
CATEGORY
AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
COMPETITIVE
AUDIENCE
BRAND RELEVANCE
CATEGORY MLR
UXCOMPETITIVE
AUDIENCE
BRAND RELEVANCE
CATEGORY
TECHNOLOGY
MLR
UXCOMPETITIVE
AUDIENCE
BRAND RELEVANCE
CATEGORY
TECHNOLOGY
MLR
UXCOMPETITIVE
CULTURE
Editorial

Content
Branded

Content≠
1. Client + Agency
2. Constraint + Freedom
3. Science + Art
4.Patience + Drive
5. Do + Learn
Client Agency+
+
Constraint Freedom+
Science Art+
Source: Living Well Segmentation
AUDIENCE

SEGMENT
Source: Living Well Segmentation
AUDIENCE

SEGMENT
ATTITUDINAL

SEGMENT #1
ATTITUDINAL

SEGMENT #2
HEALTH ATTITUDE

SEGMENTATION
Source: Living Well Segmentation
AUDIENCE

SEGMENT
ATTITUDINAL

SEGMENT #1
ATTITUDINAL

SEGMENT #2
FINANCE COOKING
TRAVEL COMPANY INFO
ENTERTAINMENT
ELECTRONICS
SOCIAL
NETWORKING
CAREER
NEWSONLINE SHOPPING
HEALTH & FITNESSWEATHER
HEALTH ATTITUDE

SEGMENTATION
INTERESTS
Source: Living Well Segmentation
AUDIENCE

SEGMENT
ATTITUDINAL

SEGMENT #1
ATTITUDINAL

SEGMENT #2
FINANCE COOKING
TRAVEL COMPANY INFO
ENTERTAINMENT
ELECTRONICS
SOCIAL
NETWORKING
CAREER
NEWSONLINE SHOPPING
HEALTH & FITNESSWEATHER
HEALTH ATTITUDE

SEGMENTATION
INTERESTS WEB BEHAVIOR
Patience Drive+
21%
79%
Branded Non-Branded
Source: Adobe Analytics
56%
44%
Branded Non-Branded
Source: Adobe Analytics
56%
44%
Branded Non-Branded
Source: Adobe Analytics
78.01% 84.06%
Do Learn+
0.15% 0.09%vs.
KNOW YOUR
ENEMY: COLD,
FLU OR
ALLERGIES?
DISTINGUISHING
SYMPTOMS:
COLD VS.
ALLERGIES
0.15% 0.09%vs.
KNOW YOUR
ENEMY: COLD,
FLU OR
ALLERGIES?
DISTINGUISHING
SYMPTOMS:
COLD VS.
ALLERGIES
0.22% 0.15%vs.
5 MYTHS ABOUT
NASAL ALLERGIES
YOU SHOULD
KNOW
DOES EATING
LOCAL HONEY
HELP WITH NASAL
ALLERGIES?
0.22% 0.15%vs.
5 MYTHS ABOUT
NASAL ALLERGIES
YOU SHOULD
KNOW
DOES EATING
LOCAL HONEY
HELP WITH NASAL
ALLERGIES?
0.12% 0.19%vs.
ALLERGIES ARE
GETTING WORSE,
IT’S NOT JUST
YOU
IS IT JUST ME OR
ARE ALLERGIES
GETTING WORSE?
0.12% 0.19%vs.
ALLERGIES ARE
GETTING WORSE,
IT’S NOT JUST
YOU
IS IT JUST ME OR
ARE ALLERGIES
GETTING WORSE?
1. Client + Agency
2. Constraint + Freedom
3. Science + Art
4.Patience + Drive
5. Do + Learn
Differentiate
Differentiate
Trust
Differentiate
Trust
Loyalty
THANK YOU
William Martino
Global Client Lead, Wunderman Health
@Wunderman
@wmartino

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