HEALTH Authenticity Brendan McHenry, VP BMcHenry@Healthline.com
Market Disruption
Market Disruption
The Concept of Health is Evolving 4
The Concept of Health is Evolving
The Concept of Health is Evolving NUTRITION CONTENT 157 % Traffic Growth (year over year) 25M+ Sessions 6 Source: Google Analytics, Sept 2018
Millennial Change-Makers “Whatever the millennials do, you can count on their preferences getting picked up by other generations and getting emulated…” - MARK SCHNEIDER, NESTLÉ CHIEF 7
The “Millennial effect” on health content Positive Expert but not authoritative but not superficial • Seek an ally who happens to be an expert • Real & genuine yet credible & accurate • They don’t want to be told what to do • Emotive & holistic guidance and connection • Understand their options…so they can decide • Voice that stays clear of belittling or criticism 8
From health literacy to Health Authenticity 9
CONSIDERATIONS FOR AUTHENTICITY Moving Target • Channel • Gender VARIES • Generation BY • Condition • Patient Journey • Decision Moment 10
How do we do this? 11
HEALTHLINE Best Practices • Address the Whole-person • Tone and Language Matter • User-Centric/Human Approach • Connect with Imagery that is Genuine, Diverse & Accurate • Move from Transactional to Meaningful 12
Authentic and credible Being diagnosed with metastatic breast cancer is an overwhelming experience. Cancer and its treatments will likely take up much of your day-to-day life. Your focus will shift from family and work to doctor’s visits, blood tests, and scans. 13
Empowered Content based on Listening • 400 pieces of content revamped • Top advocates helped us write the content and come up with future content ideas 14
LISTENING FOR AUTHENTICITY Empowered Content HIV CONTENT 350,000 MONTHLY TRAFFIC: HIV SESSION GROWTH 32 % 300,000 Growth HIV Task Force 250,000 Content Revamp (year over year) 200,000 4.01 min 150,000 avg session 100,000 duration 50,000 0 Sept 17 Oct 17 Nov 17 Dec 17 Jan 18 Feb 18 Mar 18 Apr 18 May 18 Jun 18 Jul 18 Aug 18 Sept 18 15 Source: Google Analytics, Unpaid Sessions, Sept 2017 through Sept 2018
Whole-Person and Whole-Team Approach Requirement for SEO Authenticity Community Social and Marketer Advocates Medical Content Review Creator 16
Authenticity@Healthline.com 249 % 61 increase in site traffic since January 2015 51 BREAST CANCER APP 41 WHOLE-PERSON ADDED APPROACH MILLIONS MEDICAL ADVISOR BIOS 31 SEO OVERHALL INFLUENCER PROGRAMS SEO OVERHALL MS BUDDY 21 EMPATHY AS APP SOCIALLY TRUE NORTH INSPIRED CONDITION SPECIFIC SOCIAL 11 1 January 2015 January 2016 January 2017 January 2018 17 Source: comScore Media Metrix Jan. 2015 – Aug. 2018, Health Information Category - US Only
AUTHENTICITY Key Takeaways 1. “Millennial effect” disrupting markets Definition of health evolving 2. Recognize the whole person and their journey 3. Be genuine, be real… language and tone matter 4. Integrated team approach is essential 5. 18
Who do you want to be? 19
Thank you Brendan McHenry, VP BMcHenry@Healthline.com
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