Taking a Data-Driven Approach to Health Care Marketing
// By Wendy Stark Healy //
“If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media that can impact a consumer’s engagement with brands. Data and analytics drive the strategies.
The country saw firsthand the role data and analytics played in the COVID-19 outbreak, tracking virus activity and testing, and eventually providing evidence to support the cautious reopening of the country.
Data and analytics in health care marketing have long been important. NDP, a full-service advertising agency, bases its recommendations to health care organizations on data. The Richmond, Virginia-based agency believes in the adage “If you can’t measure it, you can’t manage it.”
Brent Morris, CEO, NDP
The media industry is also highly data-driven, says Brent Morris, CEO of NDP. NDP, he adds, takes it a step further: “We want to thoroughly understand the human being behind the data. That’s what drives our media planning and strategies to help clients connect with consumers and heighten brand experiences.” NDP also helps organizations build brand trust.
Last year, the agency expanded its services and created Neathawk360, its media solutions division. As its name implies, Neathawk360 embraces a 360-degree approach to the many and diverse forms of media that may impact a consumer’s engagement with brands.
Named for the agency’s chairman and co-founder Roger Neathawk, the new division offers media planning and buying, including analytics, measurement, and reporting, as well as digital marketing and creative design.