How to Partner for Success in an Award-Winning Campaign

Psoriasis is one of the healthcare challenges that our clients help patients deal with. Most people think of psoriasis as a skin problem. Few people realize that psoriasis poses risks that go far beyond skin lesions, and that psoriasis can even be life-threatening. Research indicates an increased risk of depression, anxiety and even suicide in people with psoriasis.[1] In addition, psoriasis is associated with often-debilitating psoriatic arthritis.[2] A survey published in 2013 found that 31.4% of patients with moderate psoriasis and 46.4% with severe psoriasis also suffered from psoriatic arthritis.[3]

The Golden Scalpel award

Helping a client support the psoriasis-care community carries its own rewards, but we’re also gratified when our work is recognized by the healthcare marketing community. We were thrilled when a patient-activation campaign for Celgene Österreich (Austria) — Rise Up Against Psoriasis — developed in collaboration with McCann Healthcare London, won a coveted Golden Scalpel award in the category Digital Media non-RX/non-OTC. The Golden Scalpel awards, which are presented by Pharma Marketing Club Austria, represent best-in-class pharmaceutical advertising in Austria. Two juries of industry experts — one with general marketing expertise and the other with digital marketing expertise — selected the award recipients.

Seamless collaboration across partners and time zones

Arteric developed and implemented riseagainstpsoriasis.com, the campaign’s website centerpiece, in a seamless collaboration across 3 time zones with the client, McCann Healthcare London, and McCann Wien. Working in unison with multiple partners across time zones is nothing new for Arteric. Since 1999, we’ve helped brands share life-changing information with 6 million people speaking 28 languages in 35 approved markets and 150 countries.

Our decades of experience with multiagency projects and fluency in the language of marketers and technology teams explains why this partnership was as smooth as it was successful. As Jonathan Kukathasan, General Manager of McCann Healthcare London, explained, “While developing the Rise Up Against Psoriasis campaign, we worked alongside key partners to ensure that it was a success. As the creative agency, we enjoyed working with Arteric, which played a critical role. It was great working alongside them to create this campaign and we look forward to working with them in the future.”

“While developing the Rise Up Against Psoriasis campaign, we worked alongside key partners to ensure that it was a success. As the creative agency, we enjoyed working with Arteric, which played a critical role. It was great working alongside them to create this campaign and we look forward to working with them in the future.”

Maximize engagement

The Rise Up Against Psoriasis campaign was developed to motivate patients who disengage from the healthcare system to visit dermatologists and seek treatment. The campaign has been successful because it authentically speaks to the psoriasis sufferer’s daily struggles with the disease — it calls out to all those directly and indirectly affected by psoriasis, sending the essential message that help is available.

The website applies 4 tactics to engage site visitors and deliver these messages:

  1. A short movie follows 3 people through their daily struggles to help psoriasis sufferers recognize that they are not alone.
  2. A quiz based on the Dermatology Life Quality Index helps psoriasis sufferers quantify the impact of the disease on their daily lives.[4]
  3. A physician finder connects psoriasis sufferers to local dermatologists.
  4. A discussion guide creates the foundation for a successful conversation with the physician.

 To maximize engagement, we performed extensive A/B testing to define the optimal location for a pop-up callout to the quiz. The research also identified the frequency in which the callout should appear.

To further enhance engagement, the website’s attractive, fully responsive design prominently displays the callouts to the survey and the physician finder on screens of any size. And to guide future campaign development, our Search and Development teams instrumented the website to track engagement and provide insights about visitors.

Maximize ROI

Maximum value at the optimal investment is the hallmark of every Arteric project. We optimize development costs by including only essential, pivotal functionality. Unnecessary complexity complicates software development, increasing the risk of cost overages and delays. As we worked with multiple partners in the creation of riseagainstpsoriasis.com, our domestic and international teammates likewise embraced this focus on essential, pivotal functionality. With two decades of multinational, multiagency experience behind us, we used well-established processes to get everyone to agree on strategy long before kickoff.

Another approach that we use for containing short- and long-term costs is to apply standards-based, open-source development technologies. This policy allows clients to avoid vendor lock-in. While we give clients every reason to work solely with Arteric, our use of nonproprietary development technologies gives our clients the option to work with the vendor of their choice throughout their project’s lifespan.

We maximized the ROI of riseagainstpsoriasis.com by developing the site with technology and design choices to accommodate hyperlocalized content in multiple languages, in the event that expansion websites are launched in other countries in the future.

Perpetually improve

Whether we work alone or with partner agencies, the conception, development and implementation of persuasive multilanguage digital marketing tactics across time zones involves challenges beyond those in domestic projects. Arteric’s digital veterans use field-proven, continually optimized processes as well as overcommunication to keep all parties informed, thus minimizing risk and ensuring a smooth experience for all involved. Given comments such as “When I give a project to Arteric, I don’t have to worry[5]” and a 100% project completion record, we’re highly confident in our approach, but we are never content.

At Arteric, the quest for improvement never ends.

QUESTIONS? LET’S TALK.


For two decades, Arteric has worked directly with healthcare clients and partnered seamlessly with their service providers to develop award-winning websites, mobile apps, and Web applications that drive multichannel campaigns and enhance marketing operations. Contact Arteric at 201.558.9910 or email our Client Services Team to put Arteric’s digital marketing expertise and exceptional software engineering skill to work for your brand.

References

  1. Kurd SK, Troxel AB, Crits-Christoph P, Gelfand JM. The risk of depression, anxiety, and suicidality in patients with psoriasis: a population-based cohort study. Arch Dermatol. 2010;146(8):891-895.
  2. Gottlieb A, Korman NJ, Gordon KB, et al. Guidelines of care for the management of psoriasis and psoriatic arthritis: Section 2. Psoriatic arthritis: overview and guidelines of care for treatment with an emphasis on the biologics. J Am Acad Dermatol.2008;58(5):851‑864.
  3. Discover psa.com. Available at http://www.discoverpsa.com/. Accessed August 20, 2017.
  4. Findlay A, Khan G. Dermatology Life Quality Index (DLQI). 1992. Available at http://www.bad.org.uk/shared/get-file.ashx?id=1653&itemtype=document
  5. Vice President, Corporate Communication, Celgene.

Your Business Card Is Costing You Business

You are missing an opportunity to create value the moment that you offer someone your typical business card. The missed opportunity is the creation of a memorable moment and the encoding of your essential messages. And, you didn’t even realize that the opportunity existed.

This missed opportunity reflects: 1) the investment, thinking, and strategy that guided the card’s design and 2) the lack of research into human interactions. Correcting the situation requires analyzing the hurdles that business cards overcome, searching for opportunities to add value throughout the business card exchange experience, and executing to deliver that value.

Let’s start with the hurdles.

Cultural touching points

Cultural norms regarding physical contact vary by culture and geography. Southern Europeans touch each other very frequently, unlike their northern European counterparts.1 Friends in England do not touch each other during conversation, but in France, they touch each other up to 110 times per hour.2 In Puerto Rico, friends may touch each other up to 180 times each hour.2 Although subtle touching encourages a stronger physical connection and provides an indication that people are comfortable with each other, in a professional setting, excessive touching carries cultural and legal risks. These barriers present challenges to establishing interpersonal connections, especially in a business setting.

The business card is our opportunity to simultaneously establish a connection in multisensory fashion — verbally, visually, and physically, driving a stronger impression — and to share valuable messages that together create a memorable moment.

Discover opportunities that add value

Leverage neuroscience

Arteric’s president, Hans Kaspersetz, shared neuroscience research with me indicating that the brain’s haptic memory system can be leveraged to add value to a business card.3 Haptic memory is associated with texture and shape. When we touch an object, haptic memory encodes the characteristics of the object and associates them with the memory of the object. Based on this research, we created a haptic event — a uniquely embossed element — and included it in the design of our business card. Each time someone picks up the card, we leverage haptic memory in addition to visual and aural cues to recall the engagement.

Deliver key messages

We wanted our business cards to deliver multiple messages beyond Arteric’s visual brand, among them:

  • Everything by design
  • Show, don’t tell
  • Push the boundaries of what’s possible
  • Include only the functionality that delivers competitive advantage

After much brainstorming and testing, we selected these design elements:

  • Dedicated space for writing notes — research indicated that note taking was desired-but-missing functionality in card design
  • Exceptionally thick card stock for a firm, confident feel — and essential for effective note taking
  • An embossed logo — to trigger a haptic memory and provide a firm grip on the card, also essential for note-taking. To differentiate from the competition, the embossed elements had to be readable on both sides of the card — the embossed side and the debossed side. This dual readability is physically impossible to achieve in a single embossing event.
Design highlights of the Arteric business card.
The embossed logo is readable on both sides of the card.
The embossed logo is readable on both sides of the card.

Act on those opportunities

Turn concept into reality

Our design requirements created production challenges. Card stock that was heavy enough to allow note taking (160 lb) was too thick for clean embossing. Finding a printer who could overcome these hurdles AND figure out how to create an embossed logo that was readable on both sides of a card was our next challenge. More than a printer, we needed a research partner willing to experiment collaboratively.

We met with a slew of printing firms before we found one whose love for out-of-the-box-thinking and experimentation matched our own. We found our partner in Tony Viscito of Metrographics Printing.

After weeks of collaborative planning and experimentation between Arteric and Metrographics, Tony’s team overcame the challenges by gluing together two sheets of 100-lb card stock to provide a stiff foundation for note taking. To create an embossed element readable on both sides, each sheet was embossed separately prior to gluing — a novel process custom-created for the task. For the lettering on both sides to align seamlessly, Arteric’s design team had to produce artwork of sub-millimeter accuracy to produce readable embossed lettering on both sides of the card.

“Unique projects like this require the client’s design team to work seamlessly with our production group,” states Tony. “Just like my team, Arteric refused to compromise on any quality issue. This made it clear that they were all in on the project.”

Something we missed

We love the end result, but we’re guilty of an oversight. Our cards aren’t read perfectly by every card scanner. As a company that prides itself on putting itself in the clients’ shoes, we should have anticipated that many people would scan the card, triggering the need to test our font strategy on a variety of devices and mobile apps.

Card copy isn't read correctly on every card scanner.
Card copy isn’t read correctly on every card scanner.

 

Make the user experience memorable

As a creative director, I always ask myself if I’m doing everything feasible to deliver an experience that lodges your brand favorably in your audiences’ minds. Because the information cued by haptic memory has a very short lifetime — between 2 and 10 seconds — we optimized the entire business card user experience, beginning with the exchange.4

Brainstorming and optimizing led to this approach:

  1. Establish and maintain eye contact.
  2. Hold the business card at the bottom edge so that the recipient grasps the logo during the exchange. Testing indicated that when people rub the logo with their thumb and forefinger, they quickly sense the difference that the embossing creates.
  3. Continue the conversation by explaining that we planned the experience and then introduce the design thinking.
Present the business card so that the recipient grasps the logo.

Leave no opportunity behind

Engagement opportunities abound at every step of the customer journey. The number of opportunities found and the value that is added to them reflects the effort put into the search and the insight to know what to look for. Some will question the time, research, and expense that we invested in designing a business card. Others might point out the irony of a totally digital marketing agency like Arteric investing so heavily in an old-school analog asset like a business card.

But those groups would be missing the point, which is, that adding value to a touch point in the customer journey (the business card exchange) was driven by combining experience with curiosity, research, and experimentation. In this case, the data indicated that leveraging tactile sensations would add value to the business card exchange. This should come as no surprise. Dr. Joshua Ackerman of the Sloan School of Management at MIT points out that touch influences purchases and perceptions during interpersonal encounters.5 In one experiment, people who interviewed a prospective employee while holding either a heavyweight or lightweight clipboard considered the candidate to be more seriously interested in the job when the interviewer held the heavier clipboard.5

The lesson for healthcare marketers is that in an era of myriad digital connections and endless competition for eyeballs, brand teams and marketing communication departments have many opportunities along the customer journey to make an impression. In the interaction with any tactic — tweet, slim jim, email, Facebook like, or phone call — there’s value waiting to be mined and competitive advantage to be gained if you know where to look and do the research that helps you see the opportunities that your competitors miss.

Create remarkable customer experiences with Arteric

Experience, curiosity, research, and experimentation informed the design of our business card. The same approach produced double-digit increases in user engagement after we redesigned a website. Contact us at 201.559.9910 to maximize the value every time your customers engage with your brand.

References

  1. Furnham A. The psychology of touch: the taboo of physical contact. Psychology Today website. https://www.psychologytoday.com/blog/sideways-view/201507/the-psychology-touch-the-taboo-physical-contact. Posted July 31, 2015. Accessed July 28, 2017.
  2. Greene E, Goodrich-Dunn B. The Psychology of the Body, 2nd ed. Philadelphia, PA: Wolters Kluwer Health/Lippincott Williams & Wilkins; 2013.
  3. Haptic memory. Wikipedia. Available at https://en.wikipedia.org/wiki/Haptic_memory. Accessed August 2, 2017.
  4. Dubrowski A, Carnahan H, Shih R. Evidence for haptic memory. Paper presented at the World Haptics Conference. March 18-20, 2009; Salt Lake City, UT. https://www.computer.org/csdl/proceedings/whc/2009/3858/00/04810867-abs.html. Accessed August 13, 2017.
  5. Williams L, Ackerman J. Please touch the merchandise. Harvard Business Review. December 15, 2011. https://hbr.org/2011/12/please-touch-the-merchandise. Accessed August 13, 2017.

P.S.

To learn more about sensory marketing, check out these references. If you have any questions, don’t hesitate to contact me by email — ross@arteric.com — or by phone — 201.558.9002.

  • The science of sensory marketing. Harvard Business Review. March 2015. Available at https://hbr.org/2015/03/the-science-of-sensory-marketing.
  • Krishna A. Sensory Marketing: Research on the Sensuality of Products. New York, NY: Taylor and Francis; 2009.
  • Krishna A. Customer Sense: How the 5 Senses Influence Buying Behavior. New York, NY: Palgrave Macmillan US; 2013.

Lloyd McGarrigal Promoted to Software Development Manager

Arteric, a digital healthcare marketing agency that fuses exceptional software development skill with healthcare marketing expertise to help brands connect patients, caregivers, and healthcare professionals with the health information and tools that patients need to live longer, healthier lives, is proud to announce the promotion of Lloyd McGarrigal to software development manager.

Mr. McGarrigal plays critical roles across the entire development cycle for the websites, mobile apps, and Web applications that Arteric produces. At a project’s onset, Mr. McGarrigal collaborates with the client services team and the project management team to define the technical scope of work, selecting the platform and devising the development strategy. This means analyzing a clients’ immediate technical needs for their current information technology ecosystem, as well as anticipating the inevitable changes for the coming years.

During the development phase, Mr. McGarrigal ensures that Arteric’s programming team operates at maximum efficiency to deliver a defect-free product on time and on budget.

“Exceptional software development managers are masters of multiple disciplines beyond programming: project definition and planning, process control, and technical communication with digital experts and novices internally and on the client side,” states Hans Kaspersetz, Arteric’s president and co-founder. “An uncanny ability to simplify the complex and unwavering attention to detail is critical to deliver software that works everywhere and every time. With his broad experience, relentless pursuit of detail, and uncompromising quest to do things right, Lloyd sets up projects to succeed and effectively drives them to launch.”

Mr. McGarrigal is exceptionally skilled at wrangling continually evolving technologies while remaining focused on the big picture. This trait is essential for digital marketing teams and comes naturally to an endlessly curious, lifelong learner. When not voraciously consuming books on psychology, philosophy, economics, and cultural anthropology, Mr. McGarrigal is a frequent student and occasional teacher at programming workshops and conferences.

Jon Fisher, Arteric’s director of technology, adds, “Lloyd’s ability to understand the goals and strategy behind a given tactic allows us to efficiently discuss requirements, agree on the approach, and get the team started on the right track.”

Mr. McGarrigal summarizes his time at Arteric this way. “Growing professionally as Arteric expands has been very rewarding. The Arteric environment fosters open minds, honest opinions, and a relentless pursuit to do things right, without compromise. I couldn’t do it any other way.”