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Title slide
Our Process Listen Identify goals Identify audiences Research Start digital Carry elements through Measure No surprises
Strong relationships that are backed by performance produce results.
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Facts about her Who is  she ? She is the mother of children She has a living parent(s)/or grandparents She is typically between the ages of 32-55 She is active in her community Technically savvy Generally well-educated Has experience in the work place Likes to have FUN with her family Defines family not as nuclear, but as extended
Facts about her Who is  she ? [Typically] is a 46-year-old woman who works outside the home while taking care of a relative, according to AARP. ABC NEWS June 25, 2007
Facts about her Who is  she ? AARP and the National Alliance for Caregiving estimate that 61% who voluntarily care for elderly relatives are women. ABC NEWS June 25, 2007
Facts about her Who is  she ? USA Today/ABC NEWS/Gallup Poll 41% of baby boomers who have a living parent take care of them, with personal help, financial assistance or both. June 2007
Facts about her Who is  she ? Of the boomers who are not currently providing care assistance for parents now, 37% think they will in the future; and of that group, half say they are concerned about their ability to do so. USA Today/ABC NEWS/Gallup Poll June 2007
Facts about her Who is  she ? In-home care, multigenerational homes, massive financial commitments to elderly care, these are the extreme realities. However, they set the stage for attitudes, beliefs, desires and concerns of this important demographic for all healthcare-related companies, especially medical device manufacturers and marketers.
Facts about her Who is  she ? Let’s meet this powerful, fun, thoughtful, concerned, involved, savvy mother/daughter. The  CAREGUIDER
Facts about (continued)
Why care? Why you should care who she is “ Careguider” Healthcare decision-maker Healthcare decision influencer Controls much of the family budget
Why care? Why you should care who she is $he knows how to $pend it Nielsen/NetRatings Survey 2004 (working women 25-54) The primary decision-maker within the household for: Self Shared Healthcare products and services: 76% 22% Furniture/Home Accessories 50% 46% Retail (clothes, shoes, accessories) 79% 20%
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Reaching her How to reach her Traditional advertising Online Local level (critical)
Reaching her How to reach her Traditional advertising Broadcast/Cable Television: 12% do not watch 20% watch 2-4 hours/day 18% watch 1.5-2 hours/day More women than total audience watch TV from 10am-4pm Direct Mail: 53.6% do not read
Reaching her How to reach her Traditional advertising Newspaper: 51.2% do not read 18.5% read for 16-30 minutes/day 10.4% read for 46-60 minutes/day Radio: 36.5% do not listen to radio Those who do:  Soft Adult Contemporary; Religious; Adult Contemporary; Jazz; Gospel (more than 25% of total audience)
Reaching her How to reach her Traditional advertising Cable Television Habits (national cable networks with 1/4 th  to 1/3 rd  of total audience women 35-54): Fine Living Oxygen Nick at Nite SoapNet Lifetime Movie Network TV Guide HSN Hallmark Channel ABC Family Style Nickelodeon HGTV TLC
Reaching her How to reach her Traditional advertising Cable Television Habits (national cable networks with less than 10% of total audience women 35-54): ESPN (all) Military Channel FSN G4 Versus Speed Outdoor Golf Comedy Central
Reaching her How to reach her Traditional advertising, comparisons All Audience Women 35-54 Magazines: 11.4 issues/month 12.6 issues/month Newspapers: 20 (in 28 days) 18.9 (in 28 days) Radio: 74.4 hours/month 68.8 hours/month Outdoor: 147.9 miles in week 144.6 TV Prime: 121.6 hours/week 114 hours/week
Reaching her How to reach her Online More women than men are online overall (51%) Online working women are heavy consumers of TV, the internet, radio 60% spend more than 1 hour/day on internet The web is a key component of all purchase decisions 90% “conduct more product research online” than off
Reaching her How to reach her Online Use the internet for education, research, among other purposes Define internet as “a basic instrument, not a luxury item” 80% of working women spend over an hour watching TV on an average weekday 60% spend over an hour online (excluding email!)
Reaching her How to reach her Online More than half of the women surveyed say they would remove newspapers, television or magazines from daily routine to save time 70% say they are unlikely to remove radio or the internet to save time
Reaching her How to reach her Online 54% strongly agree and another 33% agree somewhat that they conduct more product research online than they would be able to from any other source 68% agree that they are better informed in making health/medical decisions because of online research (only 13% disagree with this statement)
Reaching her How to reach her Online Of the women surveyed, 60% recommend using the internet in an advertising campaign aimed at reaching them, compared to 41% saying TV, and 31% recommending direct mail
Reaching her How to reach her Online The internet was cited as very important or somewhat important by 77% of respondents when looking for health information; only 18% said it was not important 57% said they researched drugs in last 12 months 39% researched healthcare providers 33% researched health and welfare of friends and family
Reaching her How to reach her Online The type of sites used for info to help make healthcare decisions: Health/Medical web sites: 74% Women’s sites: 41% Portals/Search Engines 38% News sites: 31% Don’t use Internet: 14%
Reaching her How to reach her Online The type of sites used for info to help make healthcare decisions: Health/Medical web sites: 74% Women’s sites: 41% Portals/Search Engines 38% News sites: 31% Don’t use Internet: 14%
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Messaging to her What are the messages Lifestyle Speak her language Speak to her “motherliness” And for goodness sakes, Research, Research,  Research!!!!!!!!   !!(for extra emphasis, bold) check
Messaging to her
Messaging to her
Messaging to her
Pads Consultation Pads
Patient resources Patient ID Cards Patient Ambassador Programs
Digital Rich Media E-mails
Digital Social Networking sites Twitter Facebook These replace “viral” emails in many instances, and act as a way for word-of-mouth marketing and testimonials and guidance to work, the way most “careguiders” want to be communicated to
Sites that work for you
Sites that work for you
Sites that work for you
Sites that work for you
Pitfalls to avoid What doesn’t work Mixed messages Going “too old” with placement & message Refusing to attract her children Not providing detailed and adequately documented resources Not helping her discuss her concerns locally With friends, other users, support groups, physicians
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Defining the "Careguider"

  • 1. ?
  • 3. Our Process Listen Identify goals Identify audiences Research Start digital Carry elements through Measure No surprises
  • 4. Strong relationships that are backed by performance produce results.
  • 5. ?
  • 6. Facts about her Who is she ? She is the mother of children She has a living parent(s)/or grandparents She is typically between the ages of 32-55 She is active in her community Technically savvy Generally well-educated Has experience in the work place Likes to have FUN with her family Defines family not as nuclear, but as extended
  • 7. Facts about her Who is she ? [Typically] is a 46-year-old woman who works outside the home while taking care of a relative, according to AARP. ABC NEWS June 25, 2007
  • 8. Facts about her Who is she ? AARP and the National Alliance for Caregiving estimate that 61% who voluntarily care for elderly relatives are women. ABC NEWS June 25, 2007
  • 9. Facts about her Who is she ? USA Today/ABC NEWS/Gallup Poll 41% of baby boomers who have a living parent take care of them, with personal help, financial assistance or both. June 2007
  • 10. Facts about her Who is she ? Of the boomers who are not currently providing care assistance for parents now, 37% think they will in the future; and of that group, half say they are concerned about their ability to do so. USA Today/ABC NEWS/Gallup Poll June 2007
  • 11. Facts about her Who is she ? In-home care, multigenerational homes, massive financial commitments to elderly care, these are the extreme realities. However, they set the stage for attitudes, beliefs, desires and concerns of this important demographic for all healthcare-related companies, especially medical device manufacturers and marketers.
  • 12. Facts about her Who is she ? Let’s meet this powerful, fun, thoughtful, concerned, involved, savvy mother/daughter. The CAREGUIDER
  • 14. Why care? Why you should care who she is “ Careguider” Healthcare decision-maker Healthcare decision influencer Controls much of the family budget
  • 15. Why care? Why you should care who she is $he knows how to $pend it Nielsen/NetRatings Survey 2004 (working women 25-54) The primary decision-maker within the household for: Self Shared Healthcare products and services: 76% 22% Furniture/Home Accessories 50% 46% Retail (clothes, shoes, accessories) 79% 20%
  • 16. ?
  • 17. Reaching her How to reach her Traditional advertising Online Local level (critical)
  • 18. Reaching her How to reach her Traditional advertising Broadcast/Cable Television: 12% do not watch 20% watch 2-4 hours/day 18% watch 1.5-2 hours/day More women than total audience watch TV from 10am-4pm Direct Mail: 53.6% do not read
  • 19. Reaching her How to reach her Traditional advertising Newspaper: 51.2% do not read 18.5% read for 16-30 minutes/day 10.4% read for 46-60 minutes/day Radio: 36.5% do not listen to radio Those who do: Soft Adult Contemporary; Religious; Adult Contemporary; Jazz; Gospel (more than 25% of total audience)
  • 20. Reaching her How to reach her Traditional advertising Cable Television Habits (national cable networks with 1/4 th to 1/3 rd of total audience women 35-54): Fine Living Oxygen Nick at Nite SoapNet Lifetime Movie Network TV Guide HSN Hallmark Channel ABC Family Style Nickelodeon HGTV TLC
  • 21. Reaching her How to reach her Traditional advertising Cable Television Habits (national cable networks with less than 10% of total audience women 35-54): ESPN (all) Military Channel FSN G4 Versus Speed Outdoor Golf Comedy Central
  • 22. Reaching her How to reach her Traditional advertising, comparisons All Audience Women 35-54 Magazines: 11.4 issues/month 12.6 issues/month Newspapers: 20 (in 28 days) 18.9 (in 28 days) Radio: 74.4 hours/month 68.8 hours/month Outdoor: 147.9 miles in week 144.6 TV Prime: 121.6 hours/week 114 hours/week
  • 23. Reaching her How to reach her Online More women than men are online overall (51%) Online working women are heavy consumers of TV, the internet, radio 60% spend more than 1 hour/day on internet The web is a key component of all purchase decisions 90% “conduct more product research online” than off
  • 24. Reaching her How to reach her Online Use the internet for education, research, among other purposes Define internet as “a basic instrument, not a luxury item” 80% of working women spend over an hour watching TV on an average weekday 60% spend over an hour online (excluding email!)
  • 25. Reaching her How to reach her Online More than half of the women surveyed say they would remove newspapers, television or magazines from daily routine to save time 70% say they are unlikely to remove radio or the internet to save time
  • 26. Reaching her How to reach her Online 54% strongly agree and another 33% agree somewhat that they conduct more product research online than they would be able to from any other source 68% agree that they are better informed in making health/medical decisions because of online research (only 13% disagree with this statement)
  • 27. Reaching her How to reach her Online Of the women surveyed, 60% recommend using the internet in an advertising campaign aimed at reaching them, compared to 41% saying TV, and 31% recommending direct mail
  • 28. Reaching her How to reach her Online The internet was cited as very important or somewhat important by 77% of respondents when looking for health information; only 18% said it was not important 57% said they researched drugs in last 12 months 39% researched healthcare providers 33% researched health and welfare of friends and family
  • 29. Reaching her How to reach her Online The type of sites used for info to help make healthcare decisions: Health/Medical web sites: 74% Women’s sites: 41% Portals/Search Engines 38% News sites: 31% Don’t use Internet: 14%
  • 30. Reaching her How to reach her Online The type of sites used for info to help make healthcare decisions: Health/Medical web sites: 74% Women’s sites: 41% Portals/Search Engines 38% News sites: 31% Don’t use Internet: 14%
  • 31. ?
  • 32. Messaging to her What are the messages Lifestyle Speak her language Speak to her “motherliness” And for goodness sakes, Research, Research, Research!!!!!!!! !!(for extra emphasis, bold) check
  • 37. Patient resources Patient ID Cards Patient Ambassador Programs
  • 39. Digital Social Networking sites Twitter Facebook These replace “viral” emails in many instances, and act as a way for word-of-mouth marketing and testimonials and guidance to work, the way most “careguiders” want to be communicated to
  • 40. Sites that work for you
  • 41. Sites that work for you
  • 42. Sites that work for you
  • 43. Sites that work for you
  • 44. Pitfalls to avoid What doesn’t work Mixed messages Going “too old” with placement & message Refusing to attract her children Not providing detailed and adequately documented resources Not helping her discuss her concerns locally With friends, other users, support groups, physicians
  • 45. ?

Editor's Notes

  1. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  2. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  3. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  4. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  5. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  6. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  7. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  8. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  9. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  10. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  11. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  12. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  13. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  14. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  15. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  16. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  17. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  18. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  19. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  20. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  21. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  22. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  23. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  24. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  25. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  26. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  27. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  28. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  29. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
  30. Though we could also have a bit of fun with this slide -- by obtaining some video clip of an over-the-top approach to surgery and comparing that against one of our procedures.
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