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6 doses for a healthy
global online marketing launchWebinar 1 : Define Goals
Presented by: Scott Rovegno & Rob DeMento — January 19, 2011
Pre_Scribed is a webinar series sponsored by:
Audio access:Phone number: 1-866-469-3239 Meeting Number: 796 281 994Meeting Password: Vodori1
Ask questions:• though the Chat window in the upper right corner of your screen to:
Pre_Scribed - Questions• via Twitter to @Pre_Scribed• via email at [email protected]
Step 1: Define Goals
Pre_Scribed Webinar Series Overview
6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies
Stay in touch with us in between webinars through Twitter, by following us @Pre_Scribed and register at http://prescribed.eventbrite.com/ to receive email updates.January 19, 2011 | 2
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Define Goals for Your Global Online Marketing Program
Find Partners & Devise a Game Plan
Design Content to Fit Your Goals
Coordinate your Channels
Implement Your Program
Evaluate Your Success, Maintain Momentum, and Grow Your Program
Step 1: Define Goals
Pre_Scribed About Vodori
January 19, 2011 | 3
Understand: • current interactive
portfolio• business objectives• user needs • competitive landscape
To create a plan for relationship building online
Create: • wireframes • visual design• content for all written
and visual media
To cohesively express brand personality online
Apply:• Vodori methodology
coupled with best-in-class technologies
To build the online presence
Provide:• training• ongoing support• online marketing
program management (SEM, Social Media, etc.)
To ensure continued success
FULL LIFECYCLESUPPORT
Step 1: Define Goals
Pre_Scribed Assessing the Current State and Defining Goals
January 19, 2011 | 4
Your Current Interactive Portfolio
Business Objectives
IndustryAnalysis
User Needs
• Corporate Sites• Product Sites• Unbranded and
non-promotional sites• Communities and
other extensions• Social Media
What your online presence says today and who it speaks to.
• Strategic Plans• Markets: Domestic
vs. International• Unique Marketing
Challenges (Boxed warning, off label use, etc.)
• Competitive Assessment• Industry best practices• Lessons learned
from other industries
• Market research• Focus groups• Existing analytics• Adapting the
offline world to create rich online user personas
Marketing requirements for your online presence.
Benchmarking the competition; identifying opportunities.
Features and functionality that will enhance user experience.
Step 1: Define Goals
Pre_Scribed Assessing the Current State and Defining Goals
January 19, 2011 | 5
Your Current Interactive Portfolio
IndustryAnalysis
User Needs
Business Objectives
Your Current Interactive Portfolio
Step 1: Define Goals
Pre_Scribed Examining the Current Online Landscape
January 19, 2011 | 6
Your company’s online presence likely has many layers:
A critical first step in planning a successful campaign is gaining an understanding of your company’s overall interactive landscape and how the various pieces fit (or will fit) together.
Step 1: Define Goals
Pre_Scribed Assessing the Current State and Defining Goals
January 19, 2011 | 7
Business Objectives
Your Current Interactive Portfolio
IndustryAnalysis
User Needs
Business Objectives
Step 1: Define Goals
Pre_Scribed Online Strategy: Grounded in Business & Marketing Strategy
January 19, 2011 | 8
Through comprehensive stakeholder interviews, research, and the harvesting of pre-existing plans, gain an understanding of strategy implications for the Web:
• Short and long term goals• Partnership opportunities• Critical success factors
and metrics• Alignment with existing initiatives
• Segmentation•Market preparation• Consumer focus• HCP focus• International markets• Regulatory challenges
• Job applicants• Attract new investments• Enhance information
for shareholders• Competitors
Business Strategy
Marketing Strategy Other Considerations
Step: Define Goals
Pre_Scribed Mapping Online Initiatives to the Broader Strategic Plan
Physician ResourcesWebsite
ProductWebsite*
Disease Info Website
for Patients
Product.fr
Phase 0Pre-Launch
Phase 1 NDA Filing
Phase 3 Global Launch
CorporateWebsite
Corporate.fr
January 19, 2011 | 9
Phase 2 Approval
*Content under constant evolution depending on drug development stage, approval, and indications
Your online strategy cannot be developed in a vacuum. We advocate for close collaboration between all channels to create an impactful, coordinated effort.
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Pre_Scribed Sidebar: Regulatory Constraints and the Review Process
Step 1: Define Goals January 19, 2011 | 10
Content Creation by Marketing
Team
Review by Legal
Revision by Marketing
Team
Final Approval by Regulatory
Publication
Develop a process that supports ongoing content creation, review, and publication:
Revision of Already-Published Content
Review by Regulatory
Review by Medical
Factors impacting development of process:•New team?• International?•New therapeutic area?•Signature requirements?•Workflow management: digital v. manual?
Step 1: Define Goals
Pre_Scribed Assessing the Current State and Defining Goals
January 19, 2011 | 11
IndustryAnalysis
Your Current Interactive Portfolio
IndustryAnalysis
User Needs
Business Objectives
Step 1: Define Goals
Pre_Scribed Competitive Analysis: Sizing up the Competition
Attributes of competitive sites are examined based on a number of objective criteria (meaning that a score can be ascribed to each attribute):
In addition, other brands are evaluated on a more subjective basis to both understand how they manage their online presence and provide a “sanity check” to the objective analysis:
January 19, 2011 | 12
Audience Segmentation
Navigation & Usability
Branding, Promotion
& Comm.
Site Features & Functionality
ContentSearch Engine
Marketing
Digital Marketing Funnel
Drive Purchase & Use
Foster Brand Loyalty
Visitor Education Data CaptureSite Greetings
Step 1: Define Goals
Pre_Scribed Sidebar: The Digital Marketing Funnel
January 19, 2011 | 13
digitaltouchpoint
participants
Step 1: Define Goals
Pre_Scribed Competitive Analysis: Quantifying Attributes
January 19, 2011 | 14
Step 1: Define Goals
Pre_Scribed Competitive Analysis: Examples of “Analogues”
Analogues for an Orphan Drug:• Patients seeking control over their symptoms• Physical symptoms that can be difficult/painful to explain or discuss• Caregivers play an important role
January 19, 2011 | 15
Step 1: Define Goals
Pre_Scribed Assessing the Current State and Defining Goals
January 19, 2011 | 16
UserNeeds
IndustryAnalysis
Your Current Interactive Portfolio
User Needs
Business Objectives
Step 1: Define Goals
Pre_Scribed User Needs: What Customer & Stakeholders Seek
January 19, 2011 | 17
Focus Groups
Physician Patient
Interviews
Company Employee Interviews
Market Research
Existing Analytics
& SEO/SEM
Study
Other?
Rich User
Personas
Focus groups and interviews yield user requirements and language expectations that drive SEM & SEO
Company employees can assist in driving important features; also can teach you “where to look” for additional information
To the extent that relevant web properties exist, analysis of visitor and content trends can help drive content strategy and SEO/SEM considerations
Market research is a necessary component that provides invaluable background information
Step 1: Define Goals
Pre_Scribed Sidebar: Examining Pre-Existing Analytics; SEO & SEM Analysis
January 19, 2011 | 18
Source Visits Pages/Visit
Avg. TOS
% New Bounce
Google Organic 273 2.75 2:35 65.57% 50.18%
Company.com 95 2.48 1:16 82.11% 65.26%
Direct Traffic 76 2.08 0:56 59.21% 65.79%
Bing Organic 44 2.36 1:44 56.82% 59.09%
Yahoo Organic 19 4.00 1:45 73.68% 47.37%
Top Five Traffic Sources (November 22nd – December 5th):
o Existing analytics provide insight regarding visitor trends related to:• time of visit• length of visit• most-visited content• site entry and exit pathways• search terms, etc.
o These are key inputs to a Content, SEO and SEM Strategy on a forward-going basis
o If no existing analytics, other SEO and SEM tools are available, such as keyword selection, optimization, and site crawler tools
Step 1: Define Goals
Pre_Scribed User Needs: Persona Development
January 19, 2011 | 19
DanAvid internet user and technology enthusiast
Age: 19Location: Chicago, ILFamily: Youngest of three boys, mom and dadOccupation: College student; aspiring drummerEducation: English majorHousehold Income: < $40,000
About DanDan’s friends describe him as a good guy. He’s also smart and in tune with everything in the world around him – constantly connected to the universe through his iPhone which can usually be found in his left hand. Dan is of a new generation – one that has never read a newspaper and has obtained all of his relevant information online.
Dan’s approach to his treatment planDan is tremendously proactive and constantly seeks the newest information about his disease. He is religious about when he takes his meds and has limited his intake of foods and beverages that he knows can cause adverse reactions in his body.
Dan’s internet habitsDan is an avid internet user; it is the center of his universe. Dan is what you call a content “syndicator”; he doesn’t create new content but he does an excellent job broadcasting interesting and relevant news through his Twitter handle. Dan takes a less active approach on Facebook; he keeps his posts to a minimum but likes to keep up with what his friends are doing by looking at their photo streams.Hobbies and interestsIntramural sportsHanging out with buddiesRocking out with the bandAttending rock concertsTrying new thingsCollege Basketball
Favorite sites & digital brandsAppleFacebookTwitterPandoraTMZ.comESPN.com
“Ever since I was diagnosed I have really struggled to control my disease. I am an avid reader and internet user; I am constantly searching the web for new information about my condition. A few months ago I found a pretty good community on Facebook where I can get in touch with other folks that are also diagnosed. Although, lately I have found that the quality of the content is unpredictable. I would love it if there were a reliable iPhone App that helped me to track my disease.”
Step 1: Define Goals
Pre_Scribed Strategy Readouts from Goal Definition Stage
January 19, 2011 | 20
• Catalog of pre-existing content• Cross-linking Opportunity Summary
• Business Objectives Summary• Site Charter
• Competitive Assessment Scorecard• Analogue Best Practices
• User Needs Summary•Web-adapted user personas• Preliminary Content, SEM and SEO Strategy
Together, these individual components provide an actionable roadmap with prioritized features.
Your Current Interactive Portfolio
Business Objectives
IndustryAnalysis
User Needs
Step 1: Define Goals
Pre_Scribed Dose 2: Preview of the Next Step (March 2011)
Finding the right partner(s) & developing a game plan:
• Analysis of Internal vs. External Tasks – what role does your team play compared to the issues that your agency is tasked with?
• Finding an agency that fits your needs• Best practices for working with multiple agencies and
coordinating a (sometimes) vast network of vendors• Selecting the right technology platform for your
business• Develop measurable objectives to meet your goal(s)• Coordinating your program with the budget
January 19, 2011 | 21
Pre_Scribed Thank You!
To learn more about this series, visit: http://www.vodori.com/news-events.html
For further information about this presentation, contact:Rob DeMento• 312.324.3626
Ask questions:• though the Chat Box in the upper right corner of your screen• via Twitter to @Pre_Scribed• via email at [email protected]