Over the past 25 years, Mike has asked millions of questions to satisfy his natural curiosity and develop insightful strategies across a range of categories including government, business, health, telecommunications, beverages, confectionary, hotels, and rental cars. He loves taking on complex challenges, driving integration, and building strong, collaborative teams. He’s adept at identifying insights and building strategies that help put brands on a clear path to success, drive cross-channel implementation, and inspire and unlock creativity. As an experienced leader at agencies and on the client side, he’s led brands, big and small, built and led integrated teams, and developed tools and processes to ensure consistency of strategic thinking.
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Health tech like smart beds, rings and fitness trackers are generating a wealth of data, helping people make decisions about their well-being. Most marketers believe these datasets present an opportunity for advertising to be hyper-personalized. I mean, imagine a fitness enthusiast receiving an ad for electrolyte drinks during a workout as their heart-rate hits a certain BPM. Or someone with sleep issues seeing a promotion for a smart bed based on their sleep patterns. The truth is that accessing this level of data is not a fantasy; it's the future of advertising but activating it faces significant hurdles. First, the current ecosystem isn't quite ready for it. Built for targeting on demographics, mindsets, and look-a-like modeling, it struggles with the real-time individual insights offered by health technologies. Even the most advanced programmatic platforms lack the targeting capabilities to effectively leverage granular data. More importantly, this level of data comes with a critical responsibility: user privacy. Especially within the pharma space, where concerns around health information are paramount. In this case responsible data usage is not just ethical; it's mandatory and essential for long-term success.
At Grey Health, we’re looking beyond using these datasets just for targeting. We know the real power of this data lies in its ability illuminate behavioral insights and enable us to leverage them. Take for example Grey’s Dream Decoded campaign, which created the world’s 1st product recommendation tool based on dreams to help with insomnia. Using data collected about people’s dreams Grey created unique Dreamer Profiles to craft highly personalized targeted messages, recommending each dreamer the perfect product that could actively improve their rest and sleep. And campaigns like this are just the tip of the iceberg. By embracing ethical data practices, investing in new technologies and focusing on delivering value, we can leverage the data from health tech to create meaningful connections with our target audiences, ushering in a new era of relevant and impactful and famously effective advertising.