One of our ace researchers on the CMO and marketing leadership team, Mike Glantz, pulled together this blog post to follow up on a report we collaborated on a few months back, "TV's Currency Conversion" (client access required), which discussed the merging of Nielsen data and set-top box and other census-level data. Although television is the overall dominant advertising medium in US, marketers are seeing audience fragmentation across the spectrum of broadcast and cable networks. In the digital world, online video viewership continues to grow and enables marketers to target niche audiences with relative precision, compared with TV. However, marketers have been hesitant to see online video and TV as two sides of the same coin because there has not been a common measurement to link the two media, and digital video is perceived to lack the massive reach that TV currently enjoys.
Recently my colleague Sharyn Leaver and I had the opportunity to meet with Robert Mead and Michael Mathias, the CMO and CIO, respectively, at Aetna. They will be speaking at our upcoming CIO-CMO Forum on September 22, 2011, in Boston, so this serves as a bit of a preview to what should be an eye-opening presentation. Enjoy!
David Cooperstein: What external changes drove you to build a deeper partnership with your technology peers?
Robert Mead, senior vice president, Aetna marketing, product and communications: The US healthcare system is fragmented and well behind the curve in terms of price transparency and consumer-friendly products and services. The deep partnership between technology and marketing at Aetna lets us put leading-edge technologies and powerful tools and applications directly into the hands of people so that they can be confident consumers and informed patients. Our close collaboration with our colleagues in technology is driven by a few external factors:
The increasing cost of care and the corresponding changes in employer-based insurance — consumers are being asked to take more ownership of their health and wellness and their healthcare spending.
The introduction and rapid adoption of technology empowers consumers (and patients) to engage in the healthcare system where they are in life and in the way they want to be connected.
Healthcare reform aims to bring millions of previously uninsured Americans into the marketplace as consumers.