Transcript Sean Bell - Consumer Demand

Building Relationships with
Smokers & Quitters Through
Databases
Sean Bell
Purpose of Breakthrough Group
• Develop Database-driven mechanisms
for engaging smokers and those who
have quit in ways that positively
support the journey.
Breakthrough Group
Action Steps
• Reviewed HIPAA issues
– Permissions-based marketing still challenging
because of PHI
• Evaluated relationship marketing with
specialists (e.g. WOMMA, Porter Novelli)
• Considered models for interaction
– Single “Database” Model not optimal
– Models that are “peer to peer” focused offer
more opportunity with less risk
Key Opportunities for Innovation
• Build on Major trends
– Growth in blogosphere & RSS (i.e. “push”)
– Development of Specialized Communities within the Social
Web (“pull”)
– Increasing number of communication tools
• Mobile, Internet, Email, Podcasts
• Determine key mechanisms for consumer “network
building”
– Create database-driven models that are not monolithic;
– Use Web to engage;
• allow consumers to choose how to connect
• Allow consumers to create networks between themselves
Reaching Disparate Populations
• Given tech. focus, the issue of access
is key
• Consider options outside of the
PC/Web
– Mobile, IVR, teleconference