Life Science Marketing
Workshop Webinar
Mary Canady
Comprendia, LLC
October 2, 2012
http://comprendia.com/oct2012workshop/
© Comprendia, LLC All rights reserved. 2
Q7. Consider your 2013 life science marketing
planning from the 30,000 foot level. What is
your biggest challenge?
n=37
© Comprendia, LLC All rights reserved. 3
Q8. Please indicate how your utilization of NON-
DIGITAL advertising and marketing will change in
2013 compared to 2012.
2.44 2.38 2.37 2.26 2.19
1.9 1.71
1.55
0
1
2
3
Decrease
Stay the same
Increase
Average: 2.11
n=37
© Comprendia, LLC All rights reserved. 4
Q9. Please indicate how your utilization of DIGITAL
advertising and marketing will change in 2013
compared to 2012.
2.79 2.78 2.72 2.7 2.62 2.59 2.59 2.53 2.5 2.45 2.38 2.3 2.22 2.22 2.14
0
1
2
3
Decrease
Stay the same
Increase
Average: 2.54
n=37
© Comprendia, LLC All rights reserved. 5
3.7 3.6 3.6 3.5
3.3 3.2 3.2 3.2 3.2 3.2
3.0 3.0 2.9
2.6 2.5
1
2
3
4
5
Not challenging
Very challenging
Q10. indicate which areas are challenging by
ranking the topics below on a scale of 1 to 5.
n=37
© Comprendia, LLC All rights reserved. 6
Q11. Read each sentence below, and indicate
your level of agreement or disagreement for each
statement.
Proving return on investment (ROI) is still an issue for social media in our company. 3.55
We lack the time to create the additional content needed for the
marketing channels we are using or wish to use. 3.36
We are not impressed with the results of our social media efforts so far. 3.33
Our management has embraced social media and digital marketing. 3.32
Our online brand provides value to our customers. 3.27
We are struggling with the integration of digital, social, and traditional
marketing strategies and tactics. 3.14
We would like to sponsor blogs and forums but don't know where to start. 3.02
We need help defining social media policies for our company. 2.89
Our customers are engaged with our online presence. 2.89
We need help with social media basics. 2.84
We have developed procedures to effectively use and monitor digital and social media strategies. 2.65
5=Strongly Agree
1=Strongly Disagree
n=37
© Comprendia, LLC All rights reserved. 7
Workshop Summary
• An Engaging Strategy
• Planning, Value, & Content
• Engaging Influencers & Researchers
• Metrics, SEO, Leads
• Choosing Tactics: more choices, fewer barriers
• Webinars
• White Papers
• Events
• Questions (enter in chat box)
Homework! Delicious Links
S
© Comprendia, LLC All rights reserved. 8
Marketing Plan 2.0
• Market Research
– Phone or online survey customers
YOURSELF
– Computer savviness, applications
– 30,000 ft. ‗pain‘
– What do they want, what will they do?
• Digital competitive/situational analysis
• Determine your online value
proposition
• Establish Metrics & Goals
• ‗Bake in‘ lead generation methods
• Content Plan
– Allocate staff or hire (your existing staff
does NOT have enough time)
© Comprendia, LLC All rights reserved. 9
Keywords
Brand
Industry Topics
Compe-tition
Research topics
Content Network ROI 3rd Party Social Media
1st Party Social Media Metrics
•Find users and influencers •Engage
•ID search terms
•Monitor •Adjust
Users
•Status updates •Listening
•Marketing Plan
•Product development
Strategy & Tactics
•Web content •SEO and conversion
Content
How? Comprendia RSS Guide
© Comprendia, LLC All rights reserved. 10
Keywords
Brand
Industry Topics
Compe-tition
Research topics
3rd Party Social Media
1st Party Social Media Metrics
•Find users and influencers •Engage
•ID search terms
•Monitor •Adjust
Users
•Status updates •Listening
•Marketing Plan
•Product development
Strategy & Tactics
•Web content •SEO and conversion
Content
Create Google Alerts for your brand
and topics of interest
Company
Website Company
Website Company
Website
PRODUCTS
Content Network ROI
© Comprendia, LLC All rights reserved. 11
Finding Influencers • Why
– 75% of SEO is external to your site (Hubspot)
– Amplify your message
• What – Engage, help, promote
• Where – Twitter
• Hashtags (Comprendia List)
• Klout
• Comprendia‘s Compass
– Blogs
• Compete.com (traffic)
• ScienceSeeker (More info soon)
Find a Twitter hashtag and a blog
relevant to your company’s product
© Comprendia, LLC All rights reserved. 12
Engaging Researchers
DO DON’T
Share meaningful information pertinent to your online value
proposition
Develop ‗viral videos‘ or games
Listen and interact Broadcast, especially catalog
items
Train staff and allocate time Use interns
Learn and follow the etiquette Join, post, and leave
Be transparent, real Do things to harm your personal
brand
Try different applications, promotions, ideas
Think that social, mobile, or web are silos
© Comprendia, LLC All rights reserved. 13
Metrics • Internal: Website traffic & analytics
– Time on site
– Entry/exit
– Conversions
• External
– SEO
– Pagerank
– Inbound Links: Link Diagnosis
• Social Media monitoring
– Twitter followers, Klout
– LinkedIn Group growth, Company follows
– Facebook likes, engagement
• Forecasts
– Increase in website traffic, conversions
– ROI
Find the number of inbound links for
yourself & 1 competitor
© Comprendia, LLC All rights reserved. 14
SEO Low Hanging Fruit
• Inbound Links
– Woo those influencers!
– Directories, sponsored posts, Ads
• Keyword research
– Keyword Spy (worth the cost for a
few months at least)
– Google Keyword Tool
• Update page titles, content
• Google LOVES web 2.0
© Comprendia, LLC All rights reserved. 15
―Real‖ ROI Workflow
Goog
Analytics
or URL
shortener
Landing Page
(form)
CRM •Tag as
coming from
SM
•Track sales
Best Apps •Hubspot/Salesforce integration •Vocus •Crazy Egg heatmaps for landing pages
•Google ―closed loop marketing‖ or
―marketing automation‖
Closed Loop
Activity (see
appendix)
© Comprendia, LLC All rights reserved. 16
Choosing Tactics
• Considerations
– CUSTOMER INTERESTS
– Internal resources & reach
– Landscape
– Lead generation
• Survey Interests
– Webinars
– Self-hosted events
– White papers
© Comprendia, LLC All rights reserved. 17
Webinars
• Showcase your online value
proposition
– Think ‗how to,‘ not capabilities
• Build network to promote
• Practice twice, give once
• Listen before, during, after
• Record & repurpose – Two chances to get leads
• See our guide ―How To Host A Life
Science Webinar
© Comprendia, LLC All rights reserved. 18
White Papers
• Relate to online value proposition
• Base on needs & repurpose
– Webinar
– Newsletter
• SEO (Title Most Important)
• Publish
– Build & leverage network
– Blog or PDF (latter: need Google tracking
code)
– Slideshare
– Docstoc
– Traditional publications
– Blogs (e.g., GEN)
Develop one idea for a white paper
© Comprendia, LLC All rights reserved. 19
Self-Hosted Events
• Death of the conference
exhibit hall?
• Easily plan workshops and
social events now
– Near or at conference
– Local events
– Base on customer needs, not just
product related
– Promote
• Your network
• Twitter hashtags
• LinkedIn Groups
• That really motivated salesperson
© Comprendia, LLC All rights reserved. 20
Case Study: Emerald BioStructures
Webinars
Online Value Proposition: Structural Biology Insights
Brochures
Champions
Website
Blog
•Lead
Generation
•Sales
•Thought
Leadership
•‗ROI‘ Network
© Comprendia, LLC All rights reserved. 21
Case Study: EpiExperts with NEB
Online Value Proposition: Epigenetics Experts
•Thought
Leadership
•Exposure
•Feedback
•‗ROI‘ Network
© Comprendia, LLC All rights reserved. 22
Workshop Summary
• An Engaging Strategy
• Planning, Value, & Content
• Reaching Influencers & Researchers
• Metrics, SEO, Leads
• Choosing Tactics: more choices, fewer barriers
• Webinars
• White Papers
• Events
• Questions (enter in chat box)
S
Try out LIFE‘s Biotech Thriller—what
would you do differently?
© Comprendia, LLC All rights reserved. 23
Comprendia‘s Value
Strategies For Traditional and New Media Marketing
Channels and Technologies for Tactical Implementation
Focused on Meeting Your Objectives
© Comprendia, LLC All rights reserved. 24
Appendix: Closing The Loop: Ideas
White Papers Polls Contests
Workshops Conference
Giveaways
Web
applications
RSS Email
Subscriptions
(Feedburner)
Webinars Events
Newsletter
Subscriptions
“Social
Media Only”
Promos
Ask
customers
about online
needs/habits