Welcome to the second edition of the E4M Health Communication Conference. Ladies and gentlemen, my name is Haldra Bhatia and today's conference is going to be yet followed by E4M Health Marcom Awards. Well, this conference brings together the most influential and knowledgeable stalwarts of the health and wellness sector on one platform. The theme of the conference this year is marketing communications and brand empathy in the time of a pandemic. Well, I'd request everyone to tweet with our hashtag E4M HCC as one word. Well, today, Exchange for Media is thrilled to have an esteemed panel of speakers who will share their thoughts on different topics. Joining the sessions are our three key note speakers. First up, Shivampuri, CEO, CIPLA Health, Sabrina Prince, EVP, Group Management Director, FCB Health Global, and Amir Jaleel, the group's CEO of and Mullen Low-Lintas who's joining us in addition to a long list of CMOs and health experts. Well, the agenda includes an opening keynote on the marketing communications and brand empathy in the time of a pandemic followed by a panel discussion on marketing health in India's new consumer-driven world, which leads us to an interesting keynote speech on marketing continuity, digital trends for strengthening brand engagement in a remote world. We also have a panel discussion on strategies to ensure and support mental health and we will end with our valedictory address. Ladies and gentlemen, it is now time before we move on towards our awards to commence the conference for which we're really excited to have Dr. Anurag Batra, Chairman and Editor-in-Chief, Exchange for Media and Business World to make the welcome address. Over to you, sir. Good afternoon. Welcome today on a very auspicious event with celebrating the fraternity that needs to be celebrated most, the health care fraternity. I know 1st July is the doctor's day. So well, ladies and gentlemen, we did try and have Dr. Anurag Batra out there for his welcome address. Thank you so much, Dr. Anurag Batra, for joining us on the same and I'd request everyone to keep using the hashtag, hashtag E4M, NCC as one word. So ladies and gentlemen, it is always a pleasure to hear him speak and let's begin with the day with a thought-provoking speech on marketing communications and brand empathy in the time of a pandemic. Ladies and gentlemen, the COVID-19 pandemic has made us reconsider what is important to us and rethink the relationships we have with people, organization and brands. More importantly, it has made us question where we place our trust. Social distancing has made us realize the importance of relationships, family and human connections. It has also made us realize what is important and what makes us human. It has also raised many concerns and uncertainty. With such complexity, how can marketers create a meaningful collection and relevant content in the times of crisis? Well, the answer truly lies in the key human ability, the ability to connect through empathy. My ladies and gentlemen, allow me to introduce to you our first speaker of the day, Mr. Shivam Puri, CEO, SIPLA Health, who will address the topic. Well, Shivam Puri brings the edge and discipline of 17 years of sales and marketing experience in the diverse Indian FMCG sector to the world of healthcare. An alumnus of IIT, BHU and IAM Lucknow, he has had successful stints across leading companies like Jubilant Food Works Limited, HUL and ITC Limited. Under his able leadership as the chief executive officer, SIPLA Health, Limited looks to rapidly scale up and transform healthcare in India by pushing the boundaries to consistently innovate and offer world-class wellness products to make a difference to the lives of consumers every day. While in his spare time, Shivam runs marathons and plays the drums and as a dotting dad, he loves spending time with his two boys. Thank you so much, Mr. Puri, for joining us today live at our wonderful event. It's an honour to have you. Over to you, sir. Thank you, Bhavna. Thank you for that wonderful introduction. Can someone put up the presentation, please? Sure, Mr. Puri. We'll get that done. We have Mr. Puri's presentation. Yes, sir. Thank you. So Bhavna, as I was beginning to talk, as I was logging in, I realised that we had a similar event almost a year back and it's so surreal on how things have changed in a short span of 12 to 15 months because the topics that we have picked up at that point in time are very different than what we are talking about here. But yeah, because of the paucity of time, let me straight away jump into the topic, marketing and brand empathy in the time of pandemic. Next slide, please. Yeah, so what I've done is, and I have some 15-20 minutes to talk about this, so what I've done is I've put together a few common themes around the consumers that we see today. One big disclaimer, these are bases, the experience of last 12 to 15 months and as we have seen, these experiences change and can actually undergo quite a significant shift even in period of a few quarters, forget years. And the shift we have all seen, wave one began with shock and awe. That was a time when we actually had our last marketing, a similar programme by E4M around healthcare. There was a shock and awe around what was happening around us as wave one descended on us and as the cases started coming down, there was almost a euphoria, almost a feeling of saying probably India has beaten COVID and probably we are different, which is when wave two quietly crept in and then there was massive misery and despair. All of us have experienced it personally to our near and dear ones and to our extended families as well. And today as we sit on wave two receding, there are talks of a possible wave three, wave four and possibly a wave in. No one actually knows, maybe there is no more wave coming our way. So the point that I'm trying to make here is that post today, a lot in terms of how consumers behave and think through the brand communication will change basis the external environment. But as things stand today, there's a lot of fatigue and despair. All of us personally feel that there is a trust deficit. Many consumers have spoken to actually are not sure if they actually should go and get vaccinated, something so basic and so critical to take care of the COVID challenge. But what that translates into a larger trust deficit that the consumers are seeing today, there is of course postponement and downtrading as any down wave, any challenging wave has shown in the past. But interestingly, there are some elements of revenge buying, which we saw during the unlock of wave one and actually you continue to see revenge buying among the upper middle class and high network individuals even today. There is indulgence. Yes, there is indulgence much little away different aspect of indulgence than what we used to see pre pandemic when there was a lot of flaunting around indulgence. Today, the indulgence that we see is more about emotional gratification. It's more about life is short. It's more about saying, I don't know what to expect tomorrow. So let me live the day to the fullest. So these are some of the emotions that the consumers are seeing, have seen in the last 12 to 15 months. And this is what we can expect to see if the same scenario continues in future as well. Next slide, please. Next, what I've done is I've translated this into the communication themes that many brands have adopted. And to make it a little interesting, what I would also do is I'll play a few commercials where I feel that many of these themes actually have been leveraged to the fullest by the brands. Healing empathy is of course a big, big theme. All of us can relate to it. When you're broken and when you're down, nothing works as well as healing tonality and empathetic outlook of a brand. Second, there is a big feeling of loss of control. So a brand trying to help you regain control over your life again is a big theme that's working really well today. The feeling of gratitude, the feeling of little mercies of life and the feeling of the fact that... And of course, we had experienced these feelings of gratitude even before pandemic and lots of marketers had started to talk about it. But I think the importance of this has grown exponentially. And we'll see a few examples of this in the coming slides. Nimble and Adaptive again is a big, big characteristic of a successful brand in times like these. Things are changing very, very fast, very quickly. So a brand which is actually very, very adaptive to how their consumers are feeling around them because the moment you are out of tune with what your consumers are feeling not only do you risk alienating lots of consumers but you actually risk alienating your core franchise as well. So a brand needs to be super nimble and super adaptive and we'll see some examples of that in the coming slides. And last but not the least, making a real difference. This again was always true even pre-pandemic but again the importance has gone up many fold in times like these. Consumers see through who is making a real difference and who is just faking it. And hence it's very important for brands to be very sure and only when they feel that they have really made a difference to their consumers should they go out and talk about it. So these are some of the quick themes that I could pull out that I wanted to share with all of you. Next slide please. So what I'll do now is I'll talk about a few examples of where we have seen these come alive. A great example is eBay which launched this accelerator program for small businesses the moment pandemic struck. And of course small businesses were struggling to connect with their consumers and customers and here came eBay a free offer for all the small businesses for three months free sign-in lots of help, lots of help around free marketing and support a fantastic example of helping consumers regain control and consumers here for example for them would be their customers the e-com customer base. They helped them regain control of their businesses of their life and made a real difference. And look at the fantastic adaptability of the business they actually went live with this program very early into the game which is when lots of other corporates were thinking about what to do in a time like this. Next slide please. So from eBay this is the other example if an employer were a brand and an employee were a customer three great examples or three very different examples that I could pull out the one of Twitter in news very recently for announcing permanent work from home the one of Apple trying to get some of their employees back in office and some bit of backlash beginning to they've begun to face and the example of Tata Steel or rather the whole Tata Group absolutely fantastic communication that they put out to all their employees and even externally where they actually said that if an employee loses his life during this pandemic they will actually build salary or provide salary to their near and dear ones till the employee would have attained the age of 60 and some real differentiated benefits in terms of housing and medical for the families now look at this so many employees do many policies and they become of course very popular externally but in a time of pandemic these minor things get heightened and an employee and even a regular employee looking at these corporates forms a perfect image of what these corporates stand for in a time like this so this is again a great example of empathy and making a real difference people see through the real difference being made to their lives and the lens to which these corporates have gone to take care of their employees next slide please so that was on employee branding next I've just put out an example of Verizon and there are many other corporates who have done similar stuff they've just opened their hearts and their resources to their customers core customers and this is an example of free resources for kids of all ages free digital access no questions asked and we have a long list of companies which have done this in India as well I can assure you that a customer of these corporates who has used and leveraged these resources will always have a special place in their heart for these corporates no amount of branding, no amount of communication can cover up for the real difference that they make through these actions an absolutely fantastic thing to do in a time like this next slide please so this is an example of World Handwashing Day I've spent bulk of my life in Unilever and I remember how critical it used to be for us to figure out a way to make a change in terms of hand washing habit for consumers and the discussion used to be around cutting edge creators some clutter breaking communication something quirky, something cool just to try and convince the consumer to change their habit the tonality has completely changed and the brand is different this is Savlon this time the tonality around Global Handwashing Day completely changed many of us would have seen this video which went viral I'll request you to play this video for all of us but brilliant example of empathy to actually make a habit change unlike pre-pandemic times I used to love painting people always praise me by looking at my paintings they say that my talent and I are very special maybe I'm a better painter than many of you but apart from that, I'm just like you even in the morning, I start screaming at the alarm clock just like you, I wake up and go back to sleep I don't even start my day without tea I talk to my friends I also take some time to get ready I've got the habit of being online too and I can never call a 19-year-old like you yes, there is one thing that many of you don't do but I always do I don't forget to use hand wash you stay protected from germs and diseases even from viruses like coronavirus and it's so easy to use hand wash for me then why don't you use hand wash? what a fantastic way to build a habit or change a habit using empathy as an emotion thank you the next one is Lifeboy I picked this campaign up for not only the real difference that these campaigns the string of campaigns I've made but also because of sheer adaptability of the campaigns Lock 1, Unlock 1, Lock 2, Unlock 2 they actually were running different creatives and commercials completely staying in sync with the mode of the nation and because of which the acceptance of the communication was amazing second thing to note, the brand has gone to the background it's more about public health messaging and communication which makes the brand so endearing to consumers can you play this commercial please every Indian has a request the coronavirus has not yet gone but good habits have gone bring back those habits wear a mask, wear a mask on your nose take a vaccine keep away from both of them and use Lifeboy or any soap or alcohol based hand sanitizer protect India from the coronavirus now in your hands for those of you who are interested you should pull out the earlier 3-4 commercials that Lifeboy came up with and this is Unlock Wave 2 commercial it doesn't look like a commercial it's a perfect public health message and any consumer watching it understands that this brand is trying to make a real difference to my life yes they are trying to sell their products towards the end but they are trying to make a real difference to me so I picked this up as a part of that next one please next I have 2 commercials of Kia and Burger King very interesting because there are brands and this is an example of a brand which has a funky cool quirky tonality of course all of us know Kia used to talk about being the bad ass in town now for a brand which has such a funky communication that they have been working on they suddenly can't become an endearing brand which has a lot of empathy because consumers will see through it and they will of course find it inauthentic so this is a brilliant example of a naughty brand like Kia and what they have done to stay in sync with the mood of their consumers externally can you play the video please hey I'm sexy Mr Brown a prince who's just been crowned I can brighten up your day because I'm so sunny hey I'm sexy Mr Brown heading out to town you can hate me all the way yeah so this is called being nimble and being adaptive Kia could have said oh what can I do my communication would not work in a scenario like this so let me just stay quiet they said let me continue to keep my brand salient but do it in a manner that will make the consumers nervous to the mood of my consumers yeah the next one is another brilliant one from Burger King again a funky cool quirky brand known for it's out of box commercial I'm sure many of us would have seen the commercials and we understand the tonality this is you know an amazing take on what they did to their tonality to again bring it in sync to the mood of their consumers can you play this one please stay on your couch and order in do your part and we'll do ours order through the Burger King app and the delivery fees are on us so staying home doesn't just make us all safer it makes you a couch patatriant and to help healthcare heroes we are donating whopper sandwiches to nurses and we are also proudly supporting the American Nurses Foundation stay home of the whopper so this commercial not only talks to their core consumer base it talks to a much wider base around and the respect for the brand goes up multiple notches as they continue to talk about their brand so a brilliant communication next one please so next one is again a very interesting example you would sell them see a brand asking consumers to not use them and request them to not use their brand and become endearing to their consumers in the process and the example here is of Uber of course as the lockdown happened across the world the brand just completely went out of business and they could have fretted and thought about what to do in this context they said let's put out a public message leveraging a brand requesting consumers to stay at home and not use an Uber just imagine when time becomes when we come back to normal times which hopefully we should we already are moving in that direction a brand like this continues to stay salient throughout a time when their services are not being used by any consumer so can we play the commercial please this is Uber a great example of empathy of making a real difference to consumers of being in sync with the times so that's it from my side the idea of sharing these live examples with all of you was to hopefully trigger some thoughts and I know not all these examples were from healthcare brands you know I took the liberty of going outside of healthcare but these have equal relevance even when we talk about communicating healthcare so I hope these have triggered these examples have triggered a few thoughts in your minds in terms of how you could communicate in the times of pandemic you know I wish all of you a very healthy life and I hope all of you stay safe and your near and dear ones stay safe thank you that's it from my side thank you Bhavna thank you so much Mr. Puri for joining us and kick starting our wonderful event today we really absolutely value all your insights you've shared today thank you Mr. Puri thank you so ladies and gentlemen what a brilliant start that was now it is time to have a message from Dr. Anurag Batra Chen and editor in chief to exchange for media and a BW business world to join us on the stage and screen over to you Dr. Batra Batra good afternoon welcome today on a very auspicious event we're celebrating the fraternity that needs to be celebrated in most the healthcare fraternity I know first July is the doctor's day but doctors are the frontline workers who are same countless lives and continue to put in so much work but the whole healthcare ecosystem for the last 17 months and specially the last 3 months has been super active in the response to COVID and pandemic at exchange from earlier last year we launched the exchange from healthcare marketing summit and the awards to look at the nuances of marketing of healthcare, pharma well being healthcare well being pharma domain holistically so today we're meeting for the second edition of the healthcare marketing summit and the healthcare marketing awards I just want to say that healthcare in India needs to become the biggest priority I believe that we spend the least amount of money on healthcare in India as the statistics available as a percentage of GDP we spend less than 1.5% on healthcare most countries spend between 5 to 6% on healthcare this is the time to up the spends on healthcare and the money should go into building capacity in terms of trained professionals in the healthcare domain it should go in putting a plan for pharma it should go in terms of building communities that can support each other in taking better healthcare decisions so really the time to up the spends on healthcare has come now and you know the healthcare marketing summit and awards is a initiative to support the professionals the communicators that are able to take the message which helps consumers in this regulated domain so I wish all the winners who have won the healthcare awards the second edition all the best we got overwhelming response 150 entries second year and we got response from major organization almost every player in this segment so we are grateful for your participation in couple of minutes we start the healthcare marketing conference you listen from the leaders in the domain in terms of what the trends are in terms of healthcare marketing so I wish you luck I look forward to learning something new I look forward to celebrating your success and as I said healthcare has to become the most important focus for all of us individuals healthcare and immunity has already become important but as a nation we need to spend more celebrate our healthcare workers more and everyone in the healthcare ecosystem who does a fabulous job supporting each other in making sure the system works so congratulations and welcome to the second edition of the healthcare marketing summit and awards God bless you, stay safe, stay vaccinated and I am sure you will continue to do well. Thank you so much Dr. Bhattra unfortunately ladies and gentlemen we had a slight technical issue so we could not get the video on but Dr. Bhattra is such a personality that when he talks you would love to hear him so thank you so much Dr. Bhattra for those thoughts they will encourage everybody today who is viewing us and also who is going to be talking in some time so thank you once again Dr. Bhattra for that so ladies and gentlemen as he rightly said there is a great day planned ahead and we just had a Shivankuri CEO Sipla who shared his bright ideas on the topic and now ladies and gentlemen it is time to move on to our next topic which is marketing health in India's new consumer driven world. Firstly we hope you are having a great time today at our wonderful event it is time now to talk about the topic marketing health in India's new consumer driven world the growing economic prosperity larger spends on the health sector by the central and the state governments availability of digital technologies and data will start by the wave of coming on age millennials taking a self actualised approach to healthcare are all influencing a dynamic shift in the way brands need to approach their audiences. No longer is simply guiding a buyer through the sales funnel and intimately managing the relationship acceptable. Consumers now have to have the control the awareness and the tools to influence their own decisions more than ever before. In today's marketing landscape it is indeed essential for brands to provide their consumers with memorable experiences that inform, delight and foster an emotional connection especially within an industry as emotionally driven as healthcare. So ladies and gentlemen it is my honor to introduce to you our esteemed speakers on this panel first up, Ms. Mitha Murarka CMO to your reflects thank you so much Smita for joining us today Thank you Bhamna You do have Ms. Suman Varma CMO who's joining us thank you so much Ms. Varma for joining us today Hi Thank you Pleasure having you here ma'am We also have Ms. Nikki Gupta co-founder of Teamwork Communications Group Thank you so much Ms. Gupta for joining us today Thanks Bhamna Nice to be here Pleasure and ladies and gentlemen introducing you to the session chair Ms. Tasmai Laharoy editor Thank you so much for joining us today Ms. Roy Thank you Thank you Thank you Bhamna, thank you for the introductions Pleasure so ladies and gentlemen with such eminent personalities on your stage and screen it is now time to give in the light weight into Ms. Roy to take a pot with her eminent panel Over to you Welcome speakers so nice to have such an esteemed panel together at our meet today So you know we try to utilize the most of the time and give you speakers the maximum time to speak So you know quickly coming to the first question which we thought of understanding from you guys is you know the last year if there is one thing that people have started taking seriously and people have started to take care of and that's health right so that has been the central point of everything in the last one year so you know in a circumstance like that when people are already talking about health when there is already so much awareness around health does that make marketing easier for you guys or you know does that increase the focus on marketing and does that make you re-strategize make it more robust and you know how does that change the dynamics of the whole situation since health was the main primary focus area last year so we can start with you Smita Great thanks Tasma and thanks Ishwin for media for doing this and giving this whole discussion on health coming to your question brands like ours which are actually catering to consumers through products so we are in the business of sleep solutions and our main product currently is mattresses I think covid aside in the negativity of covid aside this was really the awareness that we were waiting for for decade because we propagate a lot about the importance of sleep and health we ignored I mean this was thought to be as something we just try to do and catch up for 5 hours and we should be proud if we have not slept properly that was really the culture that we have brought up so it was really difficult for us to talk a lot about sleep and we genuinely believe in sleep talking about sleep versus just selling so for us of course when business was really active it was also a choice of weightages to give off your product communication this is talking about sleep which is anyway not heard by consumers so for us honestly this has become easier because consumers are now understanding that what are the few things which are very critical to health and this year a lot of editorial media has also talked about sleep and the importance of it so the facts have really put things in favor of brands like ours which were not so much healthcare brands but you know cater to some element of health so for us it's been great because I think as a nation we've started taking our health more seriously overall and I hope this continues post COVID too and we don't go back to you know abusing our mental and physical well-being so I think a lot of good things also we should take out of this way that we've experienced and hope a lot of behaviors really stay so far as I think it's been not quite good right right over to you Suman what do you think at Hamdad you know has your marketing strategies changed drastically over the year or in the last one year and a half or has it been the same what's changed for you in terms of marketing in the last year and a half I think the last one and a half years has been such a brilliant roller coaster ride for everybody I think it's changed us all it's changed companies it has changed the way you look at sales marketing supply chain whatever every department and I think just like the last lockdown took us all by surprise I think you know it just meant a lot of re-strategizing in the sense that we tried to do things that we've never done before and as you know Hamdad is a very traditional 100 year old company it's followed very strict normal ATL kind of things so this was a time that it really required that you wear a new hat and get on to it so of course this old digital penetration that sort of boomed on us was a great way to look at reworking and re-framing and repositioning all our brands I think that's what we did and while the sentiment was the outside sentiment was not such that you could come with song and dance and do a lot of hype around that yet we wanted our brand presence to happen and we're dead to do things which were different which I dare say that had the pandemic not happened we would never have done things like that for our brand so yes we did come up with a lot of digital campaigns to keep our brand presence alive and of course we looked at doing a bit of insight mining because while everybody is locked in who's the one who's most fresher it's the mother right so there were communications that centered around her and we positioned our products and brands around that so we did some music video we had a Sunidhi Chauhan singing a song for us but you know it was very well received because at the heart of it the different proposition of health and wellness never went out of focus so we did things like that I think very early in the times of the lockdown last year it just sort of you know we were just sort of thinking what is it that one needs to do and who is it that who's not scared of this pandemic and you know as a by the by the conversation happened what about the bodybuilders and what about really the rough and tough people who are very scared of this and one thing led to another and that's when we signed up with you know Babitha Phogat and her sister and we did a communication which says met Darpokon basically driving home a point that it is wiser to be a Darpokon stay home rather than go out and you know lose it all but we sort of played up with our own products which was our immunity builders because as you know Hamdar is well known for its immunity and respiratory products and who would have thought you know that here was an opportunity to get a captive audience and talk about our range of products and I think we were well received at that stage as well so yes while the whole world was talking about digital and digital transformation and I call it the digital revolution that is happening I think Hamdar must have been one of the last companies to have got on to the digital bandwagon and that's what we did last year we got on to e-commerce, online health consultancies, we did our salience brand presents through digital and you know it did give us a lot of great results and the best thing that happened was that it was a great discovery to know that you know the normal pattern of discovery engaging and buying pattern has changed and that's a great thing to know because the young people have shown it to us the millennials perhaps have really shown us that you have to keep it fluid there are moments, there are micromoments and all of this could be utilized in a different way so yes I think overall we did think different I personally because I've been associated with Hamdar from the agency perspective for 15 years and then now I'm sitting on this side of the table I can tell you there are a lot of things that I now do I wouldn't have dared to even come and propose it to the people because you know you would think if somebody's just lost it to be proposing an idea like that so yeah we're managing to do good things out here great great so that's so many interesting insights you know doing something for the first time in the last year so we've come to you Bhasana if you can tell us a little bit walk us through what changed for you guys because insurance was something people who haven't heard of it people who haven't ever gone online and searched what kind of insurance they need what is the kind of insurance that suits their budgets, their requirements every one of them must have checked out one plan or the other in the last half if I may say so so you know how has that changed marketing for you guys I'm sure there was pressure on product on new customer acquisition there must have been so much going on so tell us a little bit about what changed in your marketing strategies in the last year Bhasana yes it was a clearly unprecedented life for everybody and the good thing I think for once I really felt excited to be a market here in a health insurance category because once the customers were waking up do I have a health insurance I used to always say that health insurance nobody is going to wake up and say I want to go and buy clothes I want to buy many things health insurance is not even thought of the mindset for once this category suddenly became a full category and not a push category and yes everything changed for us the way even Suman was saying and others were saying last year March when pandemics really hit as Jan said March is very very big for us in insurance I say and this is exactly the time March is the largest month in the year and suddenly we had to completely go on a halt so it was insurance told a lot through intermediaries so imagine you can't meet customers face to face stop everything so it was completely devastating at that time entire India everything came to a halt and more than that there was a lot of anxiety with customers there were a lot of panic so the good thing what has helped us is that we had launched this company with a positioning of health first we were not about health insurance we were about health first and focus on your health so that entire opposition that we have built in the last four years is what really helped us because this was a time when people were not looking at sales they were not looking at any brands coming and pushing them on buying products but really empathizing and helping that and that's when we started this so I have a huge community online called active living and my entire health from home series is what we started we partnered with a lot of influencers big names like new Kutino, Aditya Govith Rekar, Nikki Mehta and many such things a lot of doctors and every day we used to have Facebook live series from morning to night on physical fitness, nutritional wellness we also had around the doctors coming in talking mental wellness so all those physical, nutritional, mental and also doctors coming in talking with pregnant women, senior citizens so this entire thing we ran for six complete months a lot of engagement from health from home we also created an entire conversation around the new health partners because people are used to having their health buddies and go out for a run, walk there's somebody nudging you and that's what India is all about the whole community way and with your health buddies and suddenly that had stopped we created an entire series called Sehat Ki Main Yadat in other health from home where you had to look at your mother-in-law or your husband or the mother and child how can you create new health buddies in the house at your home and do things together and still not give up this gave us a lot of customers coming engaging with us from the health lens not just for health insurance that really helped our positioning that helped my entire intermediate my bank because we sell a lot through banks we sell a lot through you know the agents and entire ABG group being a large conglomerate so many of ABG companies and also we could create this kind of a platform conversation and engagement through I think we reached almost 70 million customers in this entire time we in that six months of lockdown we have a part of the facebook hall of fame so a lot of new ways of doing things a lot of agile I also have a mobile app for all these so you could do suddenly we had to introduce all virtual home videos to live active because we also give money back if you're staying active so that's our position so creating everything literally up you know differently looking it from the consumer lens being more empathizing with the customers was the way we went around doing this and it really helped because we were finally as a brand still growing at 70% year on year so that's the kind of yes and health has been the focus hold out right so you know Nikki over to you while all the other speakers spoke about their brands and you know what they have been doing in the last year and a half I'm sure for you you have worked with multiple brands together so multiple clients tell us what was that one common thing you know that they were looking to change in their marketing strategies in the last year and half what are the kind of solutions that they were asking you for to you know bring about that whole change in conversation bring back the whole focus of the marketing to help acclimatizing people about the importance of their product services etc tell us a little bit about how it has been in the last year and how certainly tamshi so I'll tell you as you said that health is a universal crisis right now and everybody is facing the same situations being that in mind we are a health focused communication firm and we work for more than 45 clients in health care so when we are talking about health care communication you know 45 having clients in our kitty I would say that it has been a very roller coaster ride for us every client wants a very custom made tailor made communication plan is no more like even the monthly plans are not even working in the health care scenario right now because things are changing so frequently that you cannot rely on the long term plans here so either our teams are working you know around the clock and they are making short term plans like for 15 days for 7 days according to the clients requirement if I talk about in this last one and a half year we have done multiple health care award winning campaigns we have done for hero cycle cycle revolution we have talked about where we did not just talk about cycling but yes it is the whole you know health related campaign it was not just the focus on cycling but yes it was related to the health we are working for Apollo telehealth so how the telehealth is because of this pandemic people are not going for physical you know consultation everybody for online consultation so we created you know more than 7 lakhs online consultation in specific period and we really did great campaigning and then with influencer marketing with Novartis we did you know disease awareness campaign so it was a holistic approach for all the brands that we are taking and beta oxygen crisis so the team is very agile we need to the industries whole agile so we really need to work accordingly and create the customized plan for all the brands right great so you know another interesting thing that comes up from what each one of you said like Suman mentioned a couple of things that were digital first initiatives that were taken last year Darshana mentioned so many interesting things that happened online last year you know there is one common thing that happened across board for all marketers irrespective of their sectors that you know content became a very important part of marketing right even brands that were never present online came online to you know kind of carry on a certain piece of communication which was done through interesting content which was either to grab the attention of the people because a lot people were going online either on their phones TVs other devices so content became a very huge and important part of the communications that brands sent out so Suman will start with you again if you can you mentioned a couple of things in your first answer but if you can elaborate a little bit about the importance that you gave to content as a marketer and how it changed things for you you know my biggest issue in hand has been that all our brands are 70 plus years old and you know a lot of people would turn around and say oh my god but it's so traditional now it doesn't help to be so traditional when you're in a health and wellness brand you have to look at the efficacy of the product rather than just the imagery around it which has a force of you know you have to be talking the youth language you have to be talking to people who influence decision making and we all know it that when you have a 14 plus at home they sort of start influencing you to think differently, look different, create different now it definitely meant one thing that we weren't going to just stick to traditional media because traditional media till September last year I don't even think most brands were present on television as such so while we were enjoying the little fame that we had got from the digital world we decided that we would dial down the age of the brand by taking on what really sort of resonates with the consumers today and our consumers being that 18 to 21 that we wanted to talk and if I specifically look at a brand like Safi which is all about anti-acne and that's the age that you really want to be talking to so it definitely made sense that you get onto content as well because when we made our digital films they are very different they are very unlike who I got acne none of those stories are there there's no brand window that you talk about blood currification so we really took on to a little higher level and we brought in you know let's say mini celebrities in the sense that people who are super achievers from different walks of life and we use them as you know the core narrative people then we went on to brute platform so you know brute as we all know has its own engaging way of talking so we came up with three of our films on Safi as a content and I think it's really really sort of was so well received and what is interesting I think what's amazing is that today radio comes up with content today you have digital platforms of other publications who give you great content and of course you know you can't be so far removed if you don't get on to today's bandwagon and have influence in marketing so we looked at all of that whether they were in Instagram whether it was in LVD platform which launches new products and stuff so I really think that even if I may say so for me it was a great learning experience as you know as a marketing person trying to look at how much more new things that I can come up with which is going to engage with the clients I mean with the consumers in a way which is you know the content has to be sticky for the brand to stay in your mind right so it had to be relevant it had to be completely in sync and I wanted it to be talked about so there was an element of virality that sort of came with it so yeah I think it did great things for us so content now is definitely something that we specifically focus on building as we go into the you know out of the second wave pre-empting the third wave and then trying to strategize and say more right absolutely Smitha I would want to understand the same thing from you as well you know any content around sleep sounds like an amazing idea to me but I'm sure as a brand you must have also had a content plan because everybody is talking about content these days so what is it that you did around that if at all you did something around content in this time so we did a lot on content really pivotal for us that was the differentiating factor among everybody else in this category and up yours so before Covid as I was telling you we were very passionate about sleep which is one of the product offering that we are giving unlike maybe hum that which the product itself is very directly held this of course was more about first educating on sleep and then the products of mattresses so we make premium mattresses we make doctor recommended mattresses in a country where mattress itself most of the purchase is unbranded right so you can imagine it was a very indirect conversation for Covid but once Covid struck we were ready we were ready with a lot of content because as a team we had been reading books we were passionate about sleep so we were ready with that and last year the first wave and it hit and there was complete lockdown as a management as teams we didn't think twice but we went all out and we released a campaign on sleep for immunity so it was there on TV it was there on digital we also got very active on social media and digital we did things you know which know what the brand category has done before you know so we used a lot of influencers to talk about fitness, health how you should build a sleep routine you know so and last year during the first wave there was a lot of stickiness on influencers and live videos because people were generally upbeat even though there was a lockdown and they were ready to embrace new things right if you all remember there was a lot of cooking that all of us did and similarly fitness so a lot of people were quite upbeat and it worked really brilliantly for us we once business became normal we did not look back and we said content on sleep has to still stay we really need to balance it out along with business content which is around products selling offers plus we need to continue on sleep so sleep was always equal kind of a conversation on our social media platforms so even just before the second wave we had one of the largest properties IP properties sounds of sleep which I don't know if you all have heard but it became quite vital organically it was the first time in the country that any brand like ours has done property on music and it was about the regional lullabies really reviving them for the young parents reducing their anxiety and some of the top singers came together and was hosted on Sony YouTube channel as well as ours it was completely different it was not in the realm of business but of course on the whole education asleep when the second wave struck this time the mood was much more somber right if you recall about two months back in April it was really a negative scenario where any brand which was seen to be promoting business or a product was really negative and we didn't want to be doing that so what we've been conscious about in our content strategy is know the mood of the consumer right there right then so it's not about creating a plan on excel sheet while we do all that but making sure that as a team we are very clued in on the moment of the mood and we made sure that that time we just took a back seat we took off all our product communication and for 15 days we got doctors on board in fact this time so this time it was not so much about you know talking about positivity because the word positive I think had a negative meaning altogether so we shifted our strategy to more really get the experts the qualified experts which was doctors and make them say how firstly sleep impacts even vaccine efficacy so we had this whole article written by our MG and some of the doctors in the big names how sleep impacts vaccine efficacy free and post and that was a very relevant article when the entire vaccination was starting off right so very very relevant conversations and bringing it the right experts at the right time relying on the mood of the consumer and balancing between business content product kind of content and actually what do you stand for in a much larger objective that has really been our strategy we've also because we've been so focused on what else can we launch to help people sleep better we've been able to expand our product offering and today we sell a lot of billows accessories mattress protector in fact last year we launched antiviral mattress protector something which normally might not have taken so much of a center stage but holistically I think we were able to really look from a consumer and healthcare point of view we're also doing a lot of research on sleep internally and we would be coming out with a lot more things so I think if you know what really part of health is that you're focusing on as a business and you're very single-minded about that from consumer point of view more than your business point of view I think that that makes great content because you know I mean otherwise you're just selling as someone said if there's a product it's still relevant similarly sleep is going to be relevant forever right yes absolutely you're not talking to a particular kind of an audience or trying to sell them something to soothe you know just an age group or a lifestyle it is so for healthcare content I would think really be true and honest to what you're all about if you're totally out of the realm of healthcare marketing then just because the mood is around it probably doesn't make much about it but luckily for all of us on this panel it is something that we are strongly focused on so content comes naturally absolutely you know it's so interesting Smita after having heard you about so much content that you did around sleep I don't feel that I deserve so much more sleep so yeah I'm sure that's the kind of message we're trying to drive home through the content you know that it's effective and the consumer realize that you know this is the kind of product you need or this is something that they've been missing out on so I'll ask you Darshan are you already mentioned the interesting things about working with influencers etc you know tell us that you know healthcare is something like all our other speakers are also mentioning that we don't know what kind of if it's clothes that you're selling if it's something you know jazzy that you're selling you know that there's a certain kind of content that you're expecting from these products but healthcare is something we are not that you know what is the kind of content that we would see you know that would have a stickiness factor to it that people would come back to it and also you know content around healthcare can also go viral like we have heard our other speakers talk about so tell us a little bit you know that how did you manage to keep these content different yet making sense for your product and your brand value and also reaching out to the right set of audience yeah so let's say for us first thing let me talk about the category this category has always been called as medeclaim and not health insurance that's how people still think and that's actually nothing but the PSU product so that was when we launched only by itself that was a change we wanted to bring that we wanted to focus on health insurance and that also on health and health insurance which is where we had always started our journey it's just that last year this year and a half it's really amplified so when you talk about like I said I already had started with the community and it was very small like two to two and a half years back I only had 64, 65,000 customers coming in and in the community which we call active living physical fitness nutritional fitness mental fitness and lifestyle conditions because these are the nuggets of if you have diabetes if you and India is the world's diabetes capital so diabetes if you have asthma hypertension you know blood pressure so this is all that we also cover in our product if you and if you're staying healthy like I said we give you 100% of your premium back in the wallet and you can actually you can literally make the product free so with this kind of a promise that we are in the journey health and driving engagement because again health insurance is a buy and forget category you don't want to buy the product and obviously use it because you don't want to get hospitalized so you are going to keep it in your locker and go so everything changed last year that's just suddenly a lot of COVID cases we planned a lot of anxiety so this community where we had a lot of conversations around health and the content to be honest we were focusing more on static post and you know writing a blog kind of long form articles last year suddenly we realized a lot of content need a lot of empathy with the consumer on the on and brand becoming a brand who's reaching out and you know understanding your needs so we bought all variety of content medium so whether it was podcast whether it was music whether it was videos and obviously static and infographic so literally on the platform we created 200 plus content you know pieces literally writing it all new so having so many content partners on the background and that is what created so last year I had you know a million plus visitors on this this is not my health insurance this is just a community sort of a you know space microsize so that's the kind of traffic we got today we have around 20,000 subscribers who are month on month coming repeating using it so that is what the driving content for that second thing is interest groups so today because I have you know like we have 12 million million lives covered so we have an entire application mobile app that you download again I said it's a health and wellness ecosystem we partnered with a lot of all these telemedicine doctor on call all that which is on the medical side also on the health side we have Fitbit Garmin we have Google Fit Apple health so we can track the health we can we can help you on any diagnosis or anything like that so know your health improve your health and get rewarded as a platform that comes to life for our application and there also I have interest groups I saw 300% so we have running group we have nutrition group we are also adding a diabetes group so I have seen 300% jump in conversation people joining the groups and actively participating so suddenly just going out and selling a health insurance way this category does we have actually turned this entirely on its head and started from the health first conversation and that is where content has become a you know large piece for me the way we do things differently and I'll give you some of the examples like every year on World Health Day I do this property and this was my fourth year called jump for health that you jump for your health and we donate prosthetic leg to somebody who can walk this is almost become a moment I have global jumping groups across the group people have created for us and they keep donating it to us and this year alone and this was completely driven digitally we also do through our bank partners and all so this year alone I have donated 1100 you know prosthetic leg so that's a kind of digital virality that is created and similarly we do on cancer day and just just yoga day I think two weeks back we had World Yoga Day so this time we did yoga day differently we created yoga music also we've done a lot of partnership with music was another thing during so creating a you know health music or health playlist so we partner with Spotify we did with Ghana so creating this kind of different kind of content which is on the move on the go the bite size you know a snackable content as you call it so these are the things that we did last year and that's what has engaged a lot of our consumers that has got the you know the brand scores going up I think that's what we've done and of course a lot of awards everyone so thank you Nikki I come to you and you know help us understand I'm sure you have seen a variety of content right you have so many clients in your basket so I'm sure each one of them have a different kind of content depending on what they are selling right so tell us about the variety that you have seen from X kind of content to Z kind of content you know what is the kind of variety that you see okay so I would like to start with this you know the importance of content in healthcare so just a small thing when it comes to the healthcare healthcare is communication is a very serious business it's not like a lifestyle because it is related to your life and death so of course the whole you know the focus goes on the quality of the content the importance the how trustworthy is your content how informative is your content so these are the things that we really need to work around when we are working on the content you cannot create any content like any launches simple the real difference you can make during your communication so it's important to be very authentic it is important to be show empathy during your conversations and the communication so when it comes to the content we have seen a variety as I mentioned about the first when the first lockdown started nobody was aware about what we are going to do to be very frank the brands were not aware everybody was just moving what media was talking about that time we realized and we just start working on the as we have more than 17, 18 hospitals in our organizations so we started giving information and talking about more on the current news the hard news which media is looking for it's on the immunity everybody wanted to boost their immunity that time so yes the immunity was the key that time at the same time hospital beds and how many number of patients are increasing and how do you want to stay fit because during the first wave everything was normal means there was not such kind of casualty where the people were not happy around and they just don't want to do very serious story so it was more over informative stories that we were doing that time and we were focusing more on the hospital aspects gene strings we work for which does you know covid testing so beta testing labs start-ups and multiple you know when it comes to the second wave it was more over a very serious content and it was an ongoing thing because hospitals in between and the healthcare brands along with the covid they wanted to promote their other things as well so during our communication we need to ensure that we are focusing on the other areas as well beat cancer beat other diseases also right so we were focusing and taking the holistic approach and you know publicizing and communicating with media in a very mindful manner with the very trustworthy content and you can see the mushrooming of the healthcare brands when it comes to the immunity booster because everybody was running after immunity so so beat social media content up your content or the influencer marketing content one thing that we anchored it with the trust empathy and right information because when you are doing a piece of wrong information you know it spreads like a fire a wildfire so keeping that in mind the being a you know communication firm it was our responsibility to keep the focus on the brands along with the right communication I would say absolutely you know there are so many important points that you brought out Nikki like importance of the communication and the right messaging that is also important you have to be sensitive about what you're talking about what is the communication that you're giving out so you know given we have very little time left on this panel I would come to each one of you to understand the importance of you know being sensitive in your content yet being different from your competition when you are giving out a certain piece of information or communication to your customers and you know how differently have you done it for your brand you know what makes you cut through the clutter so we'll start with you again someone if you could wrap it up for us will I just speak about that first because that helps me to talk about what we could have done I think the desire of any marketing person would be content that could be clutter breaking or create any communication that's clutter breaking but you know the business that we handle which is health and wellness the most clutter breaking thing out there is the product itself what is the product that's going to be driving it or what are the services that as a health company that we are going to provide to people that's really going to you know sort of connect with the consumer that was of prime importance and I think even in the pandemic last year we launched 11 products and that itself was quite a task because you know as I think Nikit spoke about that everybody spoke about community and stuff like that but the point is that when you are you know I think this pandemic gave supported nature and natural products and it gave them a chance to sort of thrive and survive on and it is therefore it was a very natural thing that despite having 450 products in our own kitty we came up with a lot of other products which were the need of the hour you know whether it was a single ingredient products which you don't need to be prescriptive in that you know you could just sort of bite off the shelf and since we were already present in e-commerce in places like that it was so easy to purchase these products so the communication that went with it were I wouldn't say insightful but they were beautiful because you know when you start seeing the kind of ingredients that have gone into the making of that product it sort of starts talking to you so that's how beautiful our communications looked you know in the digital space so we did a lot of other things and also during the pandemic I think that Ayush ministry supported and promoted a lot of natural products so I think this gave boost to a lot of products who are in the Yodani space and otherwise and Yodani as a system is known to few and those who believe in it believe in it wholeheartedly but I think what also this whole thing you know the pandemic did to us was that it allowed us to outbox the brands and start indulging in having a conversation with people who are not the users of this product so a lot of social listening really helped us to understand that what is it that people wanted to understand so you know I think in the past if the communication or whatever information dissemination had happened seemed a bit led it helped us to sort of demystify it and put out a very simple communication where putting the part of the product as a story and doing a lot of things so I used PR very extensively because you know during the pandemic four of our products went in for research they wanted to understand whether it works to treat the you know the COVID patients and we are awaiting results now so that also was a talking point so I think all in all what it did I think the pandemic has really helped us to understand and there's a great learning for it is that you know one needs to simplify demystify the products talk about the natural products in a more natural manner and help it to connect with not just a section of people who understand the method of this holistic treatment but sort of start disseminating that information to one in all and you know the surprising bit has been that the number of letters and queries that we get on a daily basis on products related to respiratory, skin immunity I think has been quite inspiring and this has also given us a lot of opportunity to create our online health consultancy you know which is sort of we started last June but I think it's sort of taken off and we need to have more doctors to be able to service them than to be able to service our clinics so that I think has also been quite a learning and I think like I think Smitha was talking about that since most of my products are related to health and wellness it sort of gives us that one advantage to reach out to people during this time however trapped you may feel at your homes that here are these natural products it's going to have a better effect on your lifestyle rather than you know popping a lot of other kind of medicines which can have side effects because these have no side effects so yeah I think that's a great learning in all of this Smitha I'll quickly come over to you know picking up exactly from there you did not have a product which is directly related to health but again it has a deep relevance in the whole system so in terms of your messaging in terms of your marketing what is it you know that differentiated you know a communication to convince buyers alongside being sensitive at the same time given the time that we were all in so you know tell us about your key learnings and how you will do things differently from now on or if things are changing for good for you because we have all entered into a very weird phase and things are constantly changing so yes you're wrapping up message Smitha yeah I'd like to touch upon some fundamentals of marketing why even more I'm sure a lot of people have realized businesses have realized it's a very interesting function still budget or no budget is that content is content then the crux of it is what you do as a business what you believe in the products you make especially in the age of social media which is very real you can really separate the fake from the real story you cannot faff anymore unlike probably just a headline ad or just any other medium so social media has made it more important that what you say has meaning and is consistent so before we can even have content marketing and not really put out facts or figures over there we should have done our work as I said we already had a doctor recommended product range mattresses one of our leading mattress range therapeutic was recommended and certified by doctors and this is something we did two three years before when you know we didn't know something like this is going to come in mainstream and it's going to become so important but it happened because we genuinely believe that products like this needs to come we have a very strong innovation and research team even in the product division so it cannot happen overnight that covid strikes and tomorrow you reorganize your business to really focus on healthcare and products that impact it you have to really breathe it from all functions so product wise we were already trying to make the most of the knowledge that we had and upgraded and you know have ranges which are more meaningful for consumers on the other side as I said earlier we had already equipped ourselves we were very passionate and it flows from the top so we were very passionate about sleep and all of us you know one thing you wanted to learn more about sleep so internally we had learning sessions we had a lot of things which pre covid and during covid it got strengthened with help us all come out with nuances and facts about sleep which finally give us our content strategy right so some of these things especially healthcare especially serious topics like this you cannot just have a creative idea or you can you know just do some great content marketing which is very viral and move on to something else it needs to be genuine it needs to be honest it needs to be human it needs to connect with the other person who's listening to it so it's a lot more nuanced it's a lot more factual based of course you layer that with your creativity you layer that with your way of projecting it so sleep can be projected in multiple ways that's what you bring to the table as a marketing team but other than that your whole business your company your product portfolio all need to talk the same language and really be differentiated from the rest of the pack for as luckily we were in a category which was literally sleeping on content and we were able to literally you know get a lot more bang for a buck because of that so from an ROI perspective or from a reach perspective it gave us a lot more versus established categories where everybody's talking the same but of course now we are getting into a situation where everybody's caught up to it so it will help us be on our toes even more but yeah I mean combined with a category that was not so actively talking about the topic that we should have which is sleep collectively so much it really gave us a strong edge but the really the goals I need for good content is your business and your product portfolio being around it consistently so that's really the starting point right thank you so much speakers it was such an interesting session to hear all of you thank you so much for joining us thanks thank you thank you for having me thank you thank you so much for talking on our topic marketing health in India's new consumer driven world what an excellent discussion that was thank you once again to all our speakers while we move on to our next session I'd just like to re-remind our audience on tweeting with our hashtag hashtag E4M HCC as one word ladies and gentlemen it is now time to move on to the next keynote for today which is on marketing continuity a trend for strengthening brand engagement in a remote world by Sabrina Prince EVP group management director FCB health global well with 20-class years in healthcare marketing including research public health relations and advertising Sabrina is a strategist who's able to identify pivotal customer insights and in fact customer behavior to drive revenue as the EVP at FCB health Europe Sabrina is an empathetic leader and a mentor and champions diversity and inclusion her passion is helping small business owners recognize their brand essence and cultivate marketing strategies to expand customer loyalty thank you so much Sabrina for joining us today and being a part of our wonderful summit today it's an honor having you how are you doing I'm doing well thank you it's a pleasure being with you can you hear me okay absolutely fine so with this Sabrina I hand it over to you thank you for joining thank you so much and if you can share the presentation sure I'll get the team to do that could we have a presentation yes right there over to you awesome so amazing speakers that we've had thus far talking a lot about brand engagement and their strategies and empathy my presentation may be a bit more educational and applied and focused obviously as you know the theme is digital trends for strengthening brand engagement in a remote world but really what I want to focus in on specifically is the importance of customer platform customer next slide customer customer data platforms next slide please moving forward for me just a second Sabrina no worries over to you there we go cool alright so again focusing on the importance of customer data platforms so to frame our conversation next slide I'd like to take us a year back to the beginning of the pandemic which I know may not be a place we all want to go to but this was an interesting survey by Statistica on the online behavior of consumers in the U.S. around that March 2020 timeframe in the website of Centers for Disease Control and Prevention CDC.gov was the most popular governmental web domain in the U.S. in March 2020 with almost 432 million digital visits the majority of the American population considers the CDC the most trustworthy source of information on COVID-19 CDC.gov recorded over 934 million page views in that month alone in stark contrast social media was considered the least trustworthy source of information on the coronavirus outbreak according to the same March survey so what does this tell us I mean the unfortunate truth is that we live in a world of information overload and of mistrust of politicians sometimes scientists and on occasion each other and this reality has forced internet users to cut out the middleman and really turn directly to the source and this place is a big responsibility on healthcare marketers to be a resource for unbiased information providing that unbiased information in a way that is authentic to the consumer as you've heard from the previous speakers relies heavily on security and the integrity of the data that the marketing team is able to to consume and collect next slide obviously we know that delivering the best customer experience is a core goal for most companies and in order to do so we need to understand and collect data about our customers and how they interact with our promotional materials our clients you marketers maybe using a variety of digital platforms to capture these customer interactions like Google analytics or websites or Adobe analytics for any sort of customer campaigns you may have or for specific HCP to rep interactions we may be collecting that in Salesforce all of this makes complete sense but what this does and what this data what this results in is that the data is collected in silos of information and these silos limit the cohesive understanding of the customer next slide that's where the concept of connected data comes in next slide so in order to own the data and to ensure that we can deliver data informed and solution driven user experiences it's really important for marketers to be able to manage and activate or act on that data in real time and this is where a customer data platform or CDP helps to improve this engagement and those conversations so what do I mean when I'm referring to a CDP essentially a CDP is a single dashboard where all data all tagged data all identifiable tagged data so information about your customer that you can get level on is captured across all the brands digital properties and it can be managed and segmented and inform any customer insights so this is an example of just a mocked up CDP customer data platform and you can kind of consider this diagram instead of a line more of a loop but on the left you'll see the inputs those digital platforms that are collecting data from websites any customer relationship programs any HCP rep that are happening and feeding in the data into the centralized CDP platform the beauty of a customer data platform is that we can collect that online data information but also any offline information that is occurring from events when we get back to live events or any sort of segmentation or market research or surveys that currently exist that create more of a comprehensive picture of the customer and what this does or what a CDP does is bring together all of that information from the disparate sources in a format that is easily digestible actionable by the marketing team so that they can collect it it's standardized they can learn about what the customer is doing why the customer is doing it and determine the best way to act on that push that information back out for any lead generation or whatever the overall brand strategies are next slide so why is this so important why should you care obviously today's customers are assuming that your company knows them that they remember them that you know who they are you know what they've done you know what they want basically that you can read their mind they're having this sort of experience it feels authentic and almost like pre-shint by brands that aren't healthcare brands they want to be loved they expect the marketing company to serve relevant content based on their experiences based on data and marketers and marketing technologists know that gathering this data acting on it in a unified way isn't easy and we also know that internally only a few companies have done this successfully the rest of them probably you your clients are battling with technology strategies, budgets organizations, staff skills and a host of other obstacles to success but customers don't really care about any of these issues if you don't give them what they want next slide it's game over they'll assume that you don't care about them you don't understand them and they'll take their business to somebody else to the competitor who they believe will treat them better and it doesn't matter whether the competition or the other firms actually do treat them better or not the fact is once you've lost them you'll have to fight twice as hard to get them back and it's therefore not a surprise that delivering this unified love inducing brand inducing brand loyal customer experience is one of the highest priorities for marketers I'm probably preaching to the choir I know next slide so you're like okay yes Sabrina I agree I want my customers to love me where do I begin next slide so as I mentioned you know a unified customer experience is impossible without unified customer data most data as I mentioned before originates in separate systems that weren't designed to share it with anything else traditional methods for collecting data into unified customer profiles like enterprise data warehouse have failed to solve this problem newer approaches like data lakes have collected the data into like a big lake but they fail to organize it effectively in a way that marketers can act on it CDP is an alternative approach that has had great success at pioneering companies and it puts marketers in direct control of the data unification it helps them to ensure that it's focused directly on their marketing goals marketing requirements and CDP specifically apply specialized technologies and pre built processes that are tailored to meet marketing data needs to optimize the information in a way that's actionable for marketing and this essentially allows them for faster, more efficient solutions than any general purpose technologies we know how important it is in this evolving landscape to be able to understand what our customers are doing and react on the dime and CDP's assist in that process next slide so I've listed here just five CDP's that as an agency we've worked with clients I don't expect you to read these all Segment, Exponia, ListTrack, and Mars' Helium they'll be in the wrap up and the handout but these are CDP solutions that we found to be successful in really combining the data analytics the platform in a way that is digestible in a unified view that allows marketers to really be able to understand and bring together their wealth of information online and offline to action in a real time manner for their customers so again take a look at these at your leisure if this is an area that you're interested in exploring next slide so okay you've hopefully figured out that you want to try using the platform you've got your technology together now you're ready to create this unified customer experience so you know diagram on the left is really just showing you a mock up of what that would be but on the right I've listed for typical process questions that you would like to tackle as you're undertaking this effort first develop and align on your data strategy what do you need to know if you don't know that is there additional research that's needed what's the behavior that you're trying to change in this customer along the customer journey whether it's acquisition or trial or loyalty do you want them to tweet what is that try to pin that down and then determine your content strategy speakers before were talking about the amazing way that they've been using their content to educate patients over the pandemic figuring out what your messages are knowing your content strategy is imperative to be able to turn that information out to the customer based on their actions I'm going to give you an example of how you can determine that content strategy soon to come now assuming you've got your content strategy is really important to be able to be responsive and the best way to do that is to have an average template driven creative so not recreating the wheel every time you need to communicate to your customer whether it's on banners or posters online or offline but having that in a templated manner so that you can pick customer A, behavior B message C and organize it get it out the door and extremely important to constantly integrate analytics at every touch point because unless you know the results of those efforts we don't know how to improve, maximize or change our strategies next slide so this is just an example of being able to implement this that we've done for a brand one of our clients and their focus was really on leveraging data relevance to drive trial for these HCPs and you see of course how they've used websites as the really foundational resource for information and you know pushing the position to prescribe that's sort of the action that is desired in that medium for more long-form messages more in-depth information about dosing or anything that's related to safety usually that's delivered in any sort of email or direct mail campaign but also how that could work on digital displays whether it's virtual or live congress or conferences next slide then you can see of course how you could expand this to all of your customer groups so this is just an example of ecosystem, multi-channel ecosystem where we've created that world of customer experience for the physician a similar complementary world for the patient based on the experiences and drivers that we know they're going to interact with and knowing what our content will be for the physician what the content will be for the patient the marketer has the opportunity to create like a universe where when that conversation happens they're both speaking the same language and it is the most productive leading to the treatment of that particular disease or prescription of their medication next slide so you've got your assets you've got your CDP and you know your customers you know how to reach them, what do you say we talked about content strategy and this is just an example just of a content workshop that we hold for clients often that really is focused on ensuring that all the messages across all your tactics within a specific tactic are working to achieve the goals that are aligned to your brand strategy so a way this could work is that you could bring together an assortment of participants whether they're medical people marketing people consumers people who know your messaging prioritize the audiences your customer audiences based on the impact that you think you can make with our messages and really group those messages based on the ones that we feel can drive or move our customer towards the desired outcome and what you end up with is like a matrix that kind of outlines the barriers that exist with your customer and the specific messages that would be needed to change that behavior so again would love to talk through how this could work with you in the future but doing something like a content workshop or a card sorting workshop is actually what we call this where you get all your messages on to cards, prioritize identify the customer is really a great way of aligning on your content strategy so that you can be nimble with your messaging across all of the various platforms or channels that are part of your marketing mix next slide I talked about templated communications developing templated communications really allows you to cadence those messages that you've prioritized when you did your content card sorting workshop so you can cadence them by segment and this is what really allows you to create that experience for the customer that feels dynamic I'm on a website and I'm reading certain information and then I move to another channel and I'm getting a similar information it seems like the brand is following me they understand me they know my pivot points all of this can be actioned in a way that feels intuitive to the customer when you can template out these communication vehicles in this example it's for a banner next slide so I threw a lot at you real fast but really focusing on customer data platforms and bringing the power into the hands of the marketing team aggregating that information and that data that is in-house offline and online putting it in a singular dashboard place so that you can understand and contextualize it and drive better decision making for