Better Health Outcomes Start with Engagement Marketing

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#mktgnation
BETTER HEALTH OUTCOMES
START WITH ENGAGEMENT
HOW JENNY CRAIG IS TRANSFORMING HCP ENGAGEMENT
++

Proprietary and Confidential | © 2016 Marketo, Inc. and Intelligent Demand
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#mktgnation
• Obesity is a top health issue—affecting 1 in 3
Americans.
• A lack of time, resources, and knowledge are
common barriers to healthcare professionals
discussing weight with their patients.
• Jenny Craig targeted and engaged HCPs in the
Be the Health Moment campaign, building a
reputation as a trusted resource in the difficult
weight management conversation along the way.
Learn how Jenny Craig enlisted the help of
Intelligent Demand to create the Be The Health
Moment program and leveraged Marketo to bring
their unique value proposition to life for
Healthcare Professionals.
ABSTRACT

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#mktgnation
MEET THE SPEAKERS
Natalie Holtgrewe
Intelligent Demand
Account Director
@intelligentdem
Hally Pinaud
Marketo
Sr. Product Marketing Manager
@Hallypino
Tricia Kendall
Jenny Craig
VP - Healthcare Business

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#mktgnation
Have any questions? Post it in the chat box.
#mktgnation | @hallypino | @marketo | @intelligentdem |
CONNECT WITH US!

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#mktgnationProprietary and Confidential | © 2016 Marketo, Inc. and Intelligent Demand
The state of preventable
chronic conditions
The challenge of educating
physicians and reaching
consumers
Driving change through
alternative channels
Measuring the
program’s effectiveness
Designing and implementing an
integrated revenue program for a
healthcare company
01
04
02
05
03
TODAY WE WILL COVER

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#mktgnation
THE STATE OF CHRONIC CONDITIONS
1in2
adults has a least
one chronic
condition
70%
of American deaths
are caused by
chronic
disease
84%
of our nation’s
healthcare costs are
spent on chronic
disease
Centers for Disease Control and Prevention

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#mktgnation
THE PREVENTATIVE MINDSET
There’s been a shift from addressing
symptoms to pursuing preventative
measures…
• Obesity prevention is key to stopping related
chronic diseases
• Early diagnosis and intervention can reverse
some conditions
• Controlling obesity controls healthcare costs

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#mktgnation
PREVENTATIVE HEALTHCARE HURDLES
But getting patients to engage with
preventative solutions can be
challenging…
• Patients are harder to reach and engage
• Targeting patients alone to take control of their
health isn’t enough
• Physicians need resources to proactively
engage patients about weight loss
• Reaching healthcare professionals is also a
challenge

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HOW DO WE GET TO
BETTER OUTCOMES?

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#mktgnation
A TRANSFORMATION IN ENGAGEMENT
Mass
Marketing
Focus on the message
Transactional
Marketing
Focus on the transactions
Engagement
Marketing
Focus on long-term
relationships

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#mktgnation
ENGAGEMENT MARKETING
Monolog Dialog
Personalized
Responsive
Ongoing
Omni-channel
Batch & blast
Point in time
Static
Single Channel

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SUCCESS STORY
How do you get started?
And, what does success look like?

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We’re tenaciously focused
on growing our clients’ revenue.
This is what drives us.
Real Revenue Transformation™

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GOT IT. TODAY’S HEALTHCARE CONSUMERS ARE:
 Adept at ignoring
irrelevant messaging
 Expect personalized experiences
 Online
 Self-directed
Multi-channel
 Multi-device
 Socially connected
How are healthcare companies catching up?

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#mktgnation
)
15
What does
transformation
really look like?
REVENUE 1.0
STRATEGY
MEDIA
TECHNOLOGY
AND DATA
MESSAGING
CONTENT
LEAD
MANAGEMENT
STAKEHOLDER
ALIGNMENT
METRICS
ANALYTICS
Interruptive,
push model
Reliance on one or
two channels/
tactics
Expensive, hard-to-track, shotgunned outbound techniques
Unintegrated silos, gaps in tech stack,
manual processes; dirty, incomplete, inaccurate data
Batch-and-blast messaging focused
on active, late-stage demand
Sales collateral, brochures,
“corporate selfies,” “product speak”
Undefined processes and SLAs; leaky funnel
Marketing = air war Sales = everything else
Lack of trust; work in silos
Little-to-no reporting or metrics, or awash in vanity metrics
Guessing
Company tries to control
flow of information
(sales process)

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#mktgnation
)
+
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REVENUE 1.0REVENUE 1.0
STRATEGY
MEDIA
TECHNOLOGY
AND DATA
MESSAGING
CONTENT
LEAD
MANAGEMENT
STAKEHOLDER
ALIGNMENT
METRICS
ANALYTICS
Interruptive,
push model
Company tries to control
flow of information
(sales process)
Reliance on one or
two channels/
tactics
Expensive, hard-to-track, shotgunned outbound techniques
Unintegrated silos, gaps in tech stack,
manual processes; dirty, incomplete, inaccurate data
Batch-and-blast messaging focused
on active, late-stage demand
Sales collateral, brochures,
“corporate selfies,” “product speak”
Undefined processes and SLAs; leaky funnel
Marketing = air war Sales = everything else
Lack of trust; work in silos
Little-to-no reporting or metrics, or awash in vanity metrics
Guessing
REVENUE 2.0+
Permission-
based, PULL
model
Recognize that the customer is in
CONTROL; provide useful
information throughout the entire
CUSTOMER LIFECYCLE
Integrated,
OMNI-CHANNEL
programs
TARGETED mix of INBOUND + OUTBOUND
tactics that leverage PAID, EARNED, and OWNED media
INTEGRATED marketing and sales tech stack, AUTOMATED
programs; clean, complete, actionable data; predictive analytics
SEGMENTED and PERSONALIZED messaging and content
that engages throughout the entire customer journey
THOUGHT LEADERSHIP content marketing. Value-added
information that educates, solves a problem, and builds brand affinity
Well-defined processes, strong SLAs, NO LEAD LEFT BEHIND
Marketing and Sales are ALIGNED and INTEGRATED throughout the
revenue funnel; shared set of terminology, goals, processes, & expectations
Multi-dimensional REPORTS and DASHBOARDS, tailored to
stakeholder personas, that spur INSIGHTS and ACTION
Testing, learning, and OPTIMIZING based on results

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#mktgnation
SPEAK TO WHO AND WHERE YOUR AUDIENCE IS
LOYALTY
DECISION
AWARENESS
CONSIDERATION
ID’s Framework for Real Revenue Transformation
Target Segments/
Personas
Why should we change?
Are we getting value?
Why your company/solution?
Why change now?
Should I refer a colleague?
What are our options?
Should we purchase again/more?
Who should be on our short list?
The Customer Journey

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#mktgnation
BUILD A WORLD-CLASS PROGRAM STEP-BY-STEP
RevenueImpact/ROI
CRAWL WALK RUN

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#mktgnation
CONNECT ALL THE DOTS THAT DRIVE RESULTS
STAKEHOLDER
ALIGNMENT
& PROCESS
+ + + + +REPORTING,
ANALYTICS
TECHNOLOGY
& DATA
MEDIA &
CHANNELS
MESSAGING
& CONTENT
INTEGRATED
STRATEGY
= How to create real world results
INTEGRATED
STRATEGY
MESSAGING
& CONTENT
MEDIA &
CHANNELS
TECHNOLOGY
& DATA
REPORTING &
ANALYTICS
STAKEHOLDER
ALIGNMENT
& PROCESS
= How to create real world results

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#mktgnation
BUILD YOUR INTEGRATED PROGRAM
With Intelligent Demand
Target Segments/Personas
FOUNDATION &
INFRASTRUCTURE
CONSIDERATION
LEAD MGTWEBSITE
DATA &
PREDICTIVE
MARTECH
& CRM
BRAND
EVOLUTION
INTEGRATED
STRATEGY
BUSINESS
INTELLIGENCE
LOYALTY
DECISION
AWARENESS
CONSIDERATION
DISCOVERY
ACQUISITION, RETENTION,
& GROWTH
LOYALTY
LOOP
A strong foundation
for revenue growth

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#mktgnation
BRAND AWARENESS
FOUNDATION &
INFRASTRUCTURE
LEAD
GENERATION
LEAD
NURTURE
CONSIDERATION
LEAD MGTWEBSITE
DATA &
PREDICTIVE
MARTECH
& CRM
BRAND
EVOLUTION
INTEGRATED
STRATEGY
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
LOYALTY
DECISION
AWARENESS
CONSIDERATION
DISCOVERY
& GROWTH
LOYALTY
LOOP
Acquisition programs
will drive new sales
BUSINESS
INTELLIGENCE

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#mktgnation
FOUNDATION &
INFRASTRUCTURE
SALES
ENABLEMENT
CONSIDERATION
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
LEAD MGTWEBSITE
DATA &
PREDICTIVE
MARTECH
& CRM
BRAND
EVOLUTION
INTEGRATED
STRATEGY
MEDIA &
CHANNELS
MEDIA &
CHANNELS
LOYALTY
DECISION
AWARENESS
CONSIDERATION
DISCOVERY
& GROWTH
LOYALTY
LOOP
Align marketing and
sales
BUSINESS
INTELLIGENCE

23
#mktgnation
FOUNDATION &
INFRASTRUCTURE
CUSTOMER
NURTURE
CONSIDERATION
LEAD MGTWEBSITE
DATA &
PREDICTIVE
MARTECH
& CRM
BRAND
EVOLUTION
INTEGRATED
STRATEGY
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
LOYALTY
DECISION
AWARENESS
CONSIDERATION
DISCOVERY
& GROWTH
LOYALTY
LOOP
Onboard, retain, and
grow your customers
BUSINESS
INTELLIGENCE

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#mktgnation
BRAND AWARENESS
FOUNDATION &
INFRASTRUCTURE
LEAD
GENERATION
LEAD
NURTURE
SALES
ENABLEMENT
CUSTOMER
NURTURE
CONSIDERATION
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
LEAD MGTWEBSITE
DATA &
PREDICTIVE
MARTECH
& CRM
BRAND
EVOLUTION
INTEGRATED
STRATEGY
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
PROGRAM
MANAGEMENT
REPORTING
TECHNICAL
DEVELOPMENT
MEDIA &
CHANNELS
MESSAGING
& CONTENT
DISCOVERY &
EXECUTION PLAN
LOYALTY
DECISION
AWARENESS
CONSIDERATION
DISCOVERY
& GROWTH
LOYALTY
LOOP
BUSINESS
INTELLIGENCE

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#mktgnation
Jenny Craig is a long-time leader in the weight loss industry.
Their program provides nutritionally balanced menus
developed by Registered Dietitians, nutritionists, and food
technologists along with one-on-one personal support from a
consultant.
They’ve made this kind of personal support the cornerstone of
what they do for more than 30 years.
They have 600 centers in the United States, Canada,
Australia, New Zealand, and Puerto Rico with over 2,500
consultants worldwide.
The efficacy of their program has been validated by multiple
independent studies and has consistently been named a “best
diet” by U.S. News & World Report as well as Consumer
Reports.

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#mktgnation
THE OBESITY CHALLENGE
67%of Americans
$140
Billion
5% to 7%
of weight loss goes a
long way

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#mktgnation
HEALTHCARE PROFESSIONALS WANT TO HELP
Emotional Motivation Financial Motivation

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THE CHANNEL PARTNER STRATEGY:
+
Engage and Enlist HCPs
Positive Patient
Outcomes

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#mktgnation
CAN WE…
Find them? Reach them? Engage them?
Do they care? What did we do to do that?
Did it work?

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THE HCP REFERRAL JOURNEY
Status quo
0
Why
change?
1
What
are my
options?
2
Which
option is
right for
me & my
patients?
3
Refer
4
Evaluate
5
Refer
more
6

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#mktgnation
CAPTURING THE HEALTH MOMENT

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#mktgnation
A VALUABLE CONVERSATION
INBOUND/OUTBOUN
D LEAD GEN
Interactive Guide
QUICK CLOSE
Program Welcome
NURTURE T2 –
How
Video
NURTURE T1 –
The Spectrum
Interactive Guide
INBOUND LEAD GEN
3 Short Video Chapters
NURTURE T3 –
The Board Game
PDF
NURTURE T4 –
Mythbusters
Interactive Guide

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#mktgnation
A MULTI-CHANNEL APPROACH TO HCP ENGAGEMENT
Email Acquisition
Teleprospecting
Display
Paid Social
Healthcare Newsletter A
Healthcare Newsletter B
Healthcare Newsletter C
Healthcare Newsletter D
Targeted Industry Direct Website
Targeted Industry Direct Newsletter
Targeted Industry Direct Publication
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

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#mktgnation
PARTNERING WITH AN OBESITY EXPERT

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AN INTERACTIVE HCP EXPERIENCE

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STARTING THE CONVERSATION

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ACTIVATING REFERRALS

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ACTIVATING REFERRALS

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TECHNOLOGY LANDSCAPE
CRM
CMS
Marketo
(Walk-in patient
referrals)
Center workers are
trained to enter HCP
Promo ID as the CMP
ID
Center workers are
trained to enter HCP
Promo ID as the CMP
ID
POS
Call Center
ID receives
HCP Promo
code as CMP
Receives HCP Promo
code in Marketo lead
records
(Jenny Craig instance)
Patient capture form
validates and stores
HCP Promo code
Transmits record to
CMS
Transmits record to
CRM

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#mktgnation
OPTIMIZATION WORKS
0
100
200
300
400
500
600
700
800
900
1000
$0
$50
$100
$150
$200
$250
$300
$350
$400
$450
Oct-15 Nov-15 Dec-15 Jan-16 Feb-16
Opt-In Leads by Cost
Cost Per Opt-In Lead Opt-In Leads

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#mktgnation
77% average engagement across
series of three video series
77%
424 plays across video series
60% average play rate across videos
70 click-throughs to referral kit
across video series
VIDEO SERIES ENGAGEMENT
60%

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#mktgnation
FUNNEL PERFORMANCE TO DATE
13 million
Impressions
874
Opted-In Leads
18% conversion
158
MQLs
4
,
5
7
9
P
r
o
j
e
c
t
e
d
1
.007% conversion
HCP Channel
Partners
Target HCPs
Opted-In HCPs
Marketing Qualified
HCPs

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#mktgnation
DID WE…
Find them? Reach them? Engage them?
Do they care? What did we do to do that?
Did it work?

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KEY TAKEAWAYS
1. Set well-defined, but reasonable goals.
2. Deeply understand your target audience.
3. Map their journey.
4. Engage across channels.
5. Provide real value with your messaging and content.
6. Agile approach—Get into market and optimize with real-world data.
7. Be courageous; take smart risks.

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Q&A

THANK YOU FOR WATCHING
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Better Health Outcomes Start with Engagement Marketing

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