SPRING 2018

THE PERIODIC TABLE OF

HEALTHCARE COMMUNICATIONS
COVERING BRAND PLANNING, CUSTOMER EXPERIENCE AND MULTI-CHANNEL MARKETING

81 88 95

Tx Dc Cms
Content
Text Data Collection
Management

1 6 71 76 82 89 96

Brand Strategy Marketing Planning Paid Media Data and Analytics

Pns Pp
Patient Patient
Inv
Informative
Ret
Real-time
Im Da Dam
Digital Asset
Need States Persona Patient Strategy Channels Earned Media Martech Value Timeliness
Images Data Modelling
Management

2 7 10 66 72 77 83 90 97
Brand Design Communications Content Relevancy KPIs
Ms Ppr Nv Ko Utv Lot Vi Ai An
Market Sizing
Patient
Perception
Patient/HCP
Needs & Values
Owned Media Content Format Key Opinion
Leaders
Utility Value
Location
Timeliness
Videos
Analysis and
Insights
Analytics

3 8 11 16 62 67 73 78 84 91 98

Mar Pjm Ca
Market Patient Journey Competitor
Na Rt Dk Mov Jot Journey Stage
Ani St
Segmentation
Cd
Customer
Naming Re-targeting Digital KOLs Monetary Value Animations
Segmentation Mapping Analysis Timeliness and Targeting Data

4 9 12 17 21 25 29 33 37 43 47 51 55 59 63 68 74 79 85 92 99

Com Px Ba Lo Hsg Hx Ps In Cao Ed Pc Dm Lp Eb Cn Mr Env Cut Au Ta Dmp

Competitor Design Patient Brand HCP Design HCP Campaign Entertainment Cultural Tracking and Data Management
Logotype Personal Internet E-details Print Collateral Direct Mail Landing Pages Exhibitions Congresses Media Relations Audio
Market Share Experience Architecture Segmentation Experience Objective Value Timeliness Attribution Platform

5 13 18 22 26 30 34 38 44 48 52 56 60 64 69 75 80 86 93 100

Opp
Opportunity
Bpr
Brand
Tov Hp Pvp Te Ev Cop Ws
Communication
Bl Em
Email
Cb Di
Display
Ad Oso Sov Per Vr Rd
Reporting and
Cm
Campaign
Tone of Voice HCP Persona Pull vs Push Mix Telephone Events Websites Blogs Chatbots Advertising Organic Social Social Value Personalisation Virtual Reality
Scoping Proposition Problem Newsletters Advertising Dashboards Management

14 19 23 27 31 35 39 45 49 53 57 61 65 70 87 94 101

Bpo Fcp
Brand Font and Colour
Hpr Chx Po
HCP
Ou Coo Ap Tm Wb Iot Pse Pso Ose Ar
Augmented
Op Ma
Marketing
Communication Internet of
Channel Mix Post Outdoor Apps Text Messages Webinars Paid Search Paid Social Organic Search Optimisation
Positioning Palette Perception Objective Things Reality Automation

15 20 24 28 32 36 40 46 50 54 58

Bi Pa Hjm Mix Re
HCP Journey Paid, Owned
Bc Tai Pd Sm Cf Ssp
Truths and
Brand Idea Packaging Retail Broadcast Podcasts Social Media Conferences Smart Speakers
Mapping and Earned Mix Insights

41
102 103 104 105 106 107 108

Cos
Communication Rc En Br Rs Uv Aq Roi
Strategy Return on
Reach Engagement Branding Response Unique Visitors Acquisition
Investment
42

Coi
Communication
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