Authenticity Brendan McHenry, VP BMcHenry@Healthline.com Market - - PowerPoint PPT Presentation

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Authenticity Brendan McHenry, VP BMcHenry@Healthline.com Market - - PowerPoint PPT Presentation

Mar 27, 2023 112 likes •324 views

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 %

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SLIDE 1

Authenticity

HEALTH

Brendan McHenry, VP BMcHenry@Healthline.com

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SLIDE 2

Market

Disruption

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SLIDE 3

Market

Disruption

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SLIDE 4

4

The Concept of Health is

Evolving

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The Concept of Health is

Evolving

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Source: Google Analytics, Sept 2018

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The Concept of Health is

Evolving

25M+

Sessions

157%

Traffic Growth

(year over year) NUTRITION CONTENT

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SLIDE 7

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Millennial Change-Makers

“Whatever the millennials do, you can count

  • n their preferences getting picked up by
  • ther generations and getting emulated…”
  • MARK SCHNEIDER, NESTLÉ CHIEF
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The “Millennial effect”

  • n health content

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  • Real & genuine yet credible & accurate
  • Emotive & holistic guidance and connection
  • Voice that stays clear of belittling or criticism

Expert but not authoritative Positive but not superficial

  • Seek an ally who happens to be an expert
  • They don’t want to be told what to do
  • Understand their options…so they can decide
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SLIDE 9

From health literacy to

Health Authenticity

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CONSIDERATIONS FOR AUTHENTICITY

Moving Target

  • Channel
  • Gender
  • Generation
  • Condition
  • Patient Journey
  • Decision Moment

VARIES BY

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How do we do this?

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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

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Authentic and credible

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Being diagnosed with metastatic breast cancer is an

  • verwhelming 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.

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Empowered Content based on Listening

  • 400 pieces of content

revamped

  • Top advocates helped

us write the content and come up with future content ideas

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50,000 100,000 150,000 200,000 250,000 300,000 350,000 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

4.01 min

avg session duration

32%

Growth

(year over year) HIV CONTENT LISTENING FOR AUTHENTICITY

Empowered Content

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Source: Google Analytics, Unpaid Sessions, Sept 2017 through Sept 2018

MONTHLY TRAFFIC: HIV SESSION GROWTH

HIV Task Force Content Revamp

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Requirement for Authenticity

Whole-Person and Whole-Team Approach

Community and Advocates Social Marketer Medical Review Content Creator SEO

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1 11 21 31 41 51 61

January 2015 January 2016 January 2017 January 2018

CONDITION SPECIFIC SOCIAL MS BUDDY APP BREAST CANCER APP INFLUENCER PROGRAMS

WHOLE-PERSON APPROACH

SOCIALLY INSPIRED

EMPATHY AS TRUE NORTH

SEO OVERHALL ADDED MEDICAL ADVISOR BIOS SEO OVERHALL

17

249%

increase in site traffic since January 2015

Source: comScore Media Metrix Jan. 2015 – Aug. 2018, Health Information Category - US Only

Authenticity@Healthline.com

MILLIONS

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“Millennial effect” disrupting markets Definition of health evolving Recognize the whole person and their journey Be genuine, be real… language and tone matter Integrated team approach is essential

AUTHENTICITY

Key Takeaways

1. 2. 3. 4. 5.

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Who do you want to be?

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Thank you

Brendan McHenry, VP BMcHenry@Healthline.com