Laura Martin - Comscore Keynote "tracking Healthcare Consumption Online" At The Ideagoras Conference

Tracking Healthcare Consumption Online Social Media in Healthcare and Wellness Conference

Presented by: Laura Martin-Aguirre, Country Manager 

October 21st , 2009

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© comScore, Inc. Proprietary and Confidential.

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About comScore

§ comScore uses a platform

that helps its customers make better - informed business decisions and implement more effective digital business strategies

§ comScore measures the

continuous online activity of 2 million people globally who have granted explicit permission to confidentially measure their Internet usage patterns

360 ° View of Consumer Behavior Web Visiting and Viewing Demographics Life Stages

Online Transactions

Streaming Video

Search Behavior

§ comScore ’ s products and

solutions provide its customers deep insights into consumer behavior , both online and offline © comScore, Inc. Proprietary and Confidential.

Media Exposure

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Agenda

§ The State of Healthcare Online § § Case Study: Healthcare Campaign in Social Media § § Summary

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Over 250m Users Globally Visit Health Sites Per Month

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Source: comScore Media Metrix (Aug 2009)

Europe Shows Considerable Growth Over Last 15 Months

2%

Jun ‘08 – Aug ‘09 Growth

81%

28%

16% 85%

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Source: comScore Media Metrix (Aug 2009)

Spain Shows Considerable Growth Over Last 15 Months (+230%)

131%

Jun ‘08 – Aug ‘09 Growth

163%

49% 12% 230%

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Source: comScore Media Metrix (Aug 2009)

Online Health Sites Have Highest Penetration In US

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Source: comScore Media Metrix (Aug 2009)

Spanish Healthcare Visitors Peaks After Global Swine Flu Outbreak

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Source: comScore Media Metrix (Aug 2009)

Demographic profile by age

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Source: comScore Media Metrix (Aug 2009)

Demographic profile by age and gender (males)

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Source: comScore Media Metrix (Aug 2009)

Demographic profile by age and gender (females)

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Source: comScore Media Metrix (Aug 2009)

Global Online Healthcare Market – Top Sites Site Ranking

Item

Total Unique Visitors % Reach (000)

Total Pages Viewed Average Minutes per (MM) Visit

Total Internet

1,165,194

100.0

2,487,712

25.6

Health

251,578

21.6

5,456

4.1

1

Everyday Health

33,070

2.8

316

3.5

2

WebMD Health

23,383

2.0

235

6.2

3

39.NET

13,901

1.2

103

2.6

4

About.com Health

13,625

1.2

75

2.6

5

Yahoo! Health

11,023

0.9

30

1.9

6

MSN Health

8,931

0.8

69

2.9

7

Healthline Networks

8,107

0.7

37

3.2

8

AOL Health

7,169

0.6

64

2.5

9

Rodale, Inc.

6,571

0.6

100

3.8

10

The HealthCentral Network

6,330

0.5

17

1.7

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Source: comScore Media Metrix (Aug 2009)

Spanish Online Healthcare Market – Top Sites Site Ranking

Item

Total Unique Visitors % Reach (000)

Total Pages Viewed Average Minutes per (MM) Visit

Total Internet

19,529

100.0

42,124

25.5

Health

3,270

16.7

32.7

2.6

1

TUOTROMEDICO.COM

220

1.1

0.4

1.6

2

FITNESS.COM

213

1.1

2.6

1.9

3

VADEMECUM.ES

203

1.0

1.5

2.7

4

DOCTORALIA.ES

169

0.9

0.8

1.6

5

SANITAS.ES

140

0.7

1.2

3.6

6

PULEVASALUD.COM

136

0.7

0.3

1.7

7

PORTALESMEDICOS.COM

123

0.6

0.5

1.2

8

HISPAGIMNASIOS.COM

113

0.6

0.3

1.9

9

FAMILYDOCTOR.ORG

110

0.6

0.2

1.4

10

DIAGNOSTICOMEDICO.ES

103

0.5

0.3

1.0

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Source: comScore Media Metrix (Aug 2009)

How Conversational Media Users Interact With Online Health Content In Spain BASE

HEALTH

Target Audience % Vertical (000)

Target Audience % Vertical (000)

Index

Total Internet

19,529

100.0

3,270

16.7

100

Conversational Media

14,826

75.9

1

Blogger

8,481

43.4

2,388

28.2

168

2

FACEBOOK.COM

8,262

42.3

2,059

24.9

149

3

TUENTI.COM

6,825

34.9

1,210

17.7

106

4

WordPress

4,772

24.4

1,543

32.3

193

5

Windows Live Profile

4,605

23.6

1,179

25.6

153

6

FOTOLOG.COM

2,247

11.5

610

27.2

162

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Windows Live Spaces

1,586

8.1

525

33.1

198

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MySpace Sites

1,499

7.7

440

29.3

175

9

BADOO.COM

1,473

7.5

321

21.8

130

10

WAMBA.COM

1,321

6.8

452

34.2

204

Site Item Ranking

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Source: comScore Media Metrix (Aug 2009)

Agenda

§ The State of Healthcare Online § § Case Study: Healthcare Campaign in Social Media § § Summary

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Proving Social Media Advertising Works For Health Brands

Leading Personal Care Brand – MySpace Moving Product Off the Shelves A Case Study

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MySpace Campaign and Study Objectives

MySpace Campaign Objectives

Study Objectives

• •Introduce the Personal Care Brand to consumers of various ages across MySpace •Create an experience that allows Personal Care Brand consumers to interact with the brand in a fun, unique, way •Raise awareness around the new product

• •Measure the impact of the Personal Care Brand MySpace campaign both online and offline –Brand Awareness, Perceptions – Internal Study –Offline purchase behavior – comScore/dunnhumby match panel –Visitation to MySpace ad community pages, advertiser site, and sites in the advertisers’ category – comScore panel

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Methodology: Observing Ad Exposure and Online Behaviors in the comScore Panel What is the difference in online behaviors of those exposed vs. not exposed to the Advertiser’s Campaign?

Exposed to Campaign Ad (Test Group)

Unexposed to Ads (Control Group)

Campaign Dates: Post Campaign Period:

March 17th – June 1st , 2008 June 2nd - July 1st , 2008

Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008, U.S. only © comScore, Inc. Proprietary and Confidential.

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Personal Care Brand Campaign Results on MySpace Of the 76.9MM exposed to the Personal Care Brand campaign on MySpace over a three month period, over half were exposed 1-4 times 

Campaign Dates: March 17, 2008 – June 1, 2008 Post Campaign Period: Through July 1, 2008 Source: comScore dunnhumby ROI Modeling Study for Personal Care Brand, September 2008, U.S. only © comScore, Inc. Proprietary and Confidential.

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Campaign Reached a Younger Mass Audience § Personal Care Brand campaign reached young mainstream shoppers § People exposed to the campaign are 22% more likely to visit and spend 106% more time on social networking sites than the average internet user

Based on MySpace households Source: ComScore Dunnhumby ROI Modeling Study for Personal Care Brand, September 2008, © comScore, Inc. Proprietary and Confidential. 20 U.S. only

Brand Metrics Increased Significantly Following MySpace Campaign: Results of Consumer Surveys

Measure

Pre vs. % Campaign Lift*

Parent Brand Awareness ( Unaided ) Sub - brand Awareness ( Aided ) Very Favorable Opinion of Personal Care Brand ( Sub brand Usage ) of Personal Care Brand ( Sub - brand ) Intent to Purchase Sub - brand Lift significant at 90% significance level Directional Lift not significant

Pre vs. % Post Lift *

11 % ^ 24 % ---

9%^ 13 % 11 %

91 %

117 %

18 %

---

** lift not large enough to be statistically reliable Q: When thinking about [specific category], what brands come to mind? --- Unchanged * lift over pre-period ^ Significantly higher than comScore brand-lift norms of 3.3% Source: MySpace Internal. Consumer Insights - Research and Strategy Solutions (June 2008) US Only © comScore, Inc. Proprietary and Confidential.

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ROI = 28% Return Above the Total Campaign Spend

Spend = $1MM; Net return = $280,000; Plus: increased customer life time value 

Incremental value to Parent Brand among those exposed to the campaign, was $.05 per HH Total additional sales among those exposed 25.6MM * $.05

Lift in Sales/HH Sales/HH = (Total Brand sales/Total Exposed © comScore, Inc. Proprietary and Confidential. 22 MySpace HHs) – (Total Brand sales/Total Control HHs) *ROI Calculation for sub-brand based on directional impacts, not Statistically significant

Agenda

§ The State of Healthcare Online § § Case Study: Healthcare Campaign in Social Media § § Summary

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Summary § Healthcare content consumption online is growing globally, with 28% more unique visitors in Europe now than 15 months ago

§ § Healthcare organisations are already using social media for display advertising, with almost 700m impressions delivered on these sites in the US in July alone

§ § The case study demonstrates the power of advertising on social media sites for influencing consumer purchasing patterns

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Thank You

  

Laura Martin-Aguirre Country Manager [email protected] 

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