WEBVTT

1
00:00:00.080 --> 00:00:05.980
(instrumental music plays)

2
00:00:06.020 --> 00:00:09.320
We're seeing that blue-jean and white-coat moments are now being blurred.

3
00:00:09.340 --> 00:00:12.580
This is felt across all specialties and years practicing.

4
00:00:12.590 --> 00:00:16.470
So with limited time and the need to keep up with research, it is important

5
00:00:16.520 --> 00:00:19.410
to reach HCPs at the right moment with the right

6
00:00:19.440 --> 00:00:23.220
message. We do find that advertising can be valuable,

7
00:00:23.280 --> 00:00:27.260
with 61% saying that they find value in ads during research that can

8
00:00:27.320 --> 00:00:29.860
inspire or inform their treatment decisions.

9
00:00:29.900 --> 00:00:33.460
Because we also see that over four in 10 frequently notice

10
00:00:33.680 --> 00:00:37.020
ads and recall them during both blue-jean and white-coat moments

11
00:00:37.220 --> 00:00:40.700
weekly. And while we see that one-third are frequently seeking

12
00:00:40.740 --> 00:00:44.390
information after ad exposure, it's important to be across channels that are

13
00:00:44.420 --> 00:00:48.200
driving that high ad recall, which once again, we largely see

14
00:00:48.280 --> 00:00:51.880
as part of the open web compared to our traditional media or social media

15
00:00:51.920 --> 00:00:55.860
channels. The moment you say also matters, which is where podcasts can help

16
00:00:55.880 --> 00:00:59.769
bridge the gap between these white-coat and blue-jean moments of researching and

17
00:00:59.840 --> 00:01:03.800
entertainment. This is why we see that 40% of HCPs

18
00:01:03.820 --> 00:01:07.760
say they discover new treatment options through streaming music and podcast ads.

19
00:01:07.780 --> 00:01:11.360
It's important to make sure that we're finding a balance to avoid overexposure.

20
00:01:11.370 --> 00:01:14.880
And what we found is that these kind of campaigns where they're all working in

21
00:01:14.920 --> 00:01:18.560
concert together are 1.5 times more persuasive and

22
00:01:18.720 --> 00:01:22.290
2.2 times less fatiguing compared to a multi-channel campaign

23
00:01:22.780 --> 00:01:26.200
where you might be buying in silos and there might be cannibalization or

24
00:01:26.240 --> 00:01:28.710
additional frequency going across these channels.

25
00:01:28.740 --> 00:01:31.210
So you want to make sure that they're taking away the message that you're putting

26
00:01:31.260 --> 00:01:35.050
in front of them and without them walking away feeling too fatigued.

27
00:01:35.080 --> 00:01:38.220
You want to ensure that your advertising feels seamless to the content that it's

28
00:01:38.230 --> 00:01:42.040
surrounding. And when you run across premium media, you find that

29
00:01:42.080 --> 00:01:45.650
there's actually a halo effect that can be impactful for your brands.

30
00:01:45.740 --> 00:01:49.250
We find that it's 1.5 times more effective at improving

31
00:01:49.360 --> 00:01:52.800
positive perception of advertisers compared to less premium

32
00:01:52.860 --> 00:01:56.320
media. When we think about what is most effective from a blue-jean or white-coat

33
00:01:56.400 --> 00:02:00.270
moment is the channel that you're messaging on, as we do see that

34
00:02:00.300 --> 00:02:02.980
they'll spend more time with different channels during their blue-jean versus

35
00:02:03.060 --> 00:02:06.910
white-coat. It doesn't negate that they then are not susceptible during

36
00:02:06.940 --> 00:02:09.949
their blue jean. It's just making sure that you're working through them throughout

37
00:02:09.949 --> 00:02:13.940
their day and their life with media while still focusing on the messaging

38
00:02:14.000 --> 00:02:16.360
that gets their attention.

39
00:02:16.370 --> 00:02:22.660
(instrumental music plays)