As an industry we accumulate a huge amount of detailed data, especially in the health and wellness sector, which is both invaluable and challenging for marketing purposes. This in-depth session will bring together three leading minds on the subject to discuss the opportunities for using health data and how to capitalise on the information secured, the challenges we face when it comes to storage, legality and privacy of health data, and how data is being used in the health sector.
The session will also look at how data is changing the health marketing industry and how it is being successfully used for marketing campaigns. We will hear from Professor Bruce Arnold, who is an Assistant Professor in the School of Law at the University of Canberra. He specialises in privacy, data protection, intellectual property and health sector regulation, is on the editorial board of Privacy Law Bulletin and is an OECD Health Information Infrastructure panellist.
To help negotiate the legal side of securing and storing health data, we have Stephen Von Muenster, founder of DVM law, who specialises in advertising, communications, marketing, promotions and media law. He is also the legal adviser to The Communications Council, the Media Federation, the Public Relations Council and the Global Association for Marketing at Retail.
And to round out the session we will hear from Angela Smith, Chief Strategy Officer of award-winning agency Affinity. Known for their inventive use of data, last year Affinity won the prestigious Media Federation of Australia Award for ‘Best Use of Data’, as well as Mumbrella’s MSix Award for ‘Clever Data’. Their recent work with Prospan, a natural cough medicine, used hyper-targeted marketing based on the world’s first data-based cough simulator. The campaign increased Prospan sales by 27% and click-through rates surged by over 54%.
In this session you’ll:
– Get an understanding of how data can be used to generate campaign ideas, and maximise campaign reach
– Hear about the legal implications of gathering and storing personal health data
– Learn about the possible uses for health data in the future within the fields of marketing and health