creating powerful life sciences brands through omni...
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Creating Powerful Life Sciences Brands Through Omni-channel Marketing:
Part IOwned and Earned
October 24th, 2018
DD Co-Chairs:
David Altman, Digital Marketing Manager (Research Content), Massachusetts
General Hospital
Eric Laub, Senior Vice President, ICR, Inc.
Nick Lowe, Founding Partner, 451 Agency
Thanks to our MarComm Working Group for Sponsoring Today’s Forum!
Building Powerful Life Sciences Brands with Omnichannel Marketing Part II - 11/14 (Here at MassBio)
6th Annual CSO Invitational, 11/1 (Here at MassBio)
MassBio 2018 Petri Dish Nonprofit Pitch Challenge, 11/8 (Here at MassBio)
Doing Business in China: Changing Regulatory Reforms and BD Opportunities in China, 11/13 (Here at
MassBio)
Upcoming Forums
Moderators:
James Heins, Senior Vice President & Head of Healthcare PR at ICR
Nick Lowe, Founding Partner, 451 Agency
Speakers:
Paul Kidwell, Life Sciences Public Relations Consultant
Rebecca Peterson, Head of Partner Relations, Global Business Development at
Sanofi Genzyme
Seth Levine, Director of Corporate Brand & Creative, Alnylam
Liang Schweizer, PhD, President & Chief Executive Officer, HiFiBiO Therapeutics
Today’s Presenters
OMNICHANNEL MARKETING
Agenda:
8:15 – 8:25: Intro to Omni Channel Marketing
8:25 – 8:35: Owned Media
8:35 – 8:50: Earned Media
8:50 – 9:30: Panel Discussion with Q&A
9:30 – 9:31: Closing Remarks
9:31 – 10:00: Networking
INTRO
• Co-founder of 451 Agency
• 18+ years brand building in the life sciences industry
• UMass Amherst, Oxford University (UK), and University of Freiburg (Germany)
• Board of Directors, Interise
• Board of Advisors, UMass Amherst
• Marketing Advisory Council, Suffolk University
• Avid mountaineer, runner and outdoorsman
WHAT IS OMNICHANNEL MARKETING?
WHAT IS OMNICHANNEL MARKETING?
WHAT IS OMNICHANNEL MARKETING?
BENEFITS OF A STRONG BRAND
BENEFITS OF A STRONG BRAND
BENEFITS OF A STRONG BRAND
BENEFITS OF A STRONG BRAND
P.E.S.O MODEL FOR MARKETING
PAID MEDIASocial Advertising
Display Ads/ProgrammaticPaid Search
TV and OOH
EARNED MEDIASocial Media Shares
Press MentionsOrganic Search Results
Bloggers/Influencers
SHARED MEDIAFacebook
TwitterLinkedIn
InstagramYou Tube
CONTENTBrand House
Branded AssetsPublicationsSocial Posts
Case StudiesVideos & Podcasts
Patient StoriesWhite Papers
AUTHORITY
OWNED MEDIA
SHARED MEDIA
EARNED MEDIA
PAID MEDIA
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
EXAMPLES: ABBOTT FIRST CHECK
CREATE VALUABLE CONTENT
TODAY SHOW
PAID AND ORGANIC SEARCH
NOTMYKID WEBSITE
NOTMYKID SOCIAL
FIRST CHECK WEBSITE
TODAY SHOW WEBSITE
OWNED MEDIA
OWNED MEDIA
CONTENTBrand House
Branded AssetsPublicationsSocial Posts
Case StudiesVideos & Podcasts
Patient StoriesWhite Papers
BRAND HOUSE
Brand Positioning
Value Proposition
Brand Essence and Tone
Brand Pillar Brand PillarBrand Pillar
Key Messages Key Messages Key Messages
Differentiators
EXAMPLES: BIOGEN
EXAMPLES: BIOGEN (BRAND HOUSE)
EXAMPLES: BIOGEN (BRAND HOUSE)
EXAMPLES: BIOGEN (BRAND HOUSE)
EXAMPLES: BIOGEN (BRAND HOUSE)
CONTENT THAT MATTERS
BRAND HOUSE
THOUGHT
LEADERSHIPWEBSITE
PRINTED
MATERIALS
TRADESHOW
SIGNAGE
SALES
COLLATERAL
HOW TO CREATE VALUABLE CONTENT
INSIGHT
What is the fundamental truth we can leverage?
VILLAIN
What can our brand push against to tell a story?
PURPOSE
Why does our brand exist?
IN PRACTICE
How could our content have more life in another medium?
OWNED MEDIA
Taking Stock:
Clearly articulated Brand House
Audience insights
Website
Thought leadership pieces
Branded assets
Case studies
Tradeshow booths
Videos
Podcasts
Printed materials
Patient stories
WHAT IS EARNED MEDIA
Communication about
a brand that is not
managed by the
marketer
WHY IS EARNED MEDIA IMPORTANT
IMPORTANCE OF EARNED MEDIA
Social Media / Sharing
Blogs
Press Coverage
Organic Search Results
TYPES OF EARNED MEDIA
Earned
Amplified
Placed Content
1. Place content (news story, infographic, post)
2. Amplified through influencers (reporter, social media, blogger)
3. Shared with/by followers/consumers
HOW TO “DO” EARNED MEDIA
HOW TO “DO” EARNED MEDIA
SOCIAL MEDIA
Trust in social media has declined in part due to fake news, data privacy concerns, and trolling. Source: Edelman Trust barometer 2018
BLOGS
• Blogs express views and opinions
• Personal experience + authenticity => influence and reach into highly desirable community
• Bloggers are sometimes perceived as journalists
• Journalists are also blogging
• Paying a blogger makes it paid media
• A company blog is owned media
PITCHING BLOGGERS
• Plenty of online “how to” guides and service providers
• Do• Personalize• Read the “About Me” page• Now the demographic• Be clear, specific and reasonable about what you want/expect
• Don’t• Fake it• Demand coverage• Call them “mommy bloggers”• Spray and pray => blacklisting
PRESS COVERAGE AND MEDIA RELATIONS
Journalists
• High engagement
• Translate complex to simple
• Lost in translation
• An inch deep and a mile wide
• Inundated with PR
• Know your target and how they prefer to be contacted
PRESS COVERAGE AND MEDIA RELATIONS
• Trade: get the science, deep dive, targeted qualified audience
• Wire/Print: simplify for general audience, broader reach
• Broadcast: want a visual story or soundbites, less granular
KEY COMPONENT - TRUST
Google/Bing Organic Ranking Delivering content that is relevant to users
Do• Long tail descriptions
“shoes” or “nikewomen’s running shoes”
• Get keyword metrics before writing copy
• Link to/from authoritative sites, eg.edu, .org, .gov
Don’t Stuff keywords in your content
TRUST: JOURNALISM VS. ONLINE PLATFORMS
DON’T PUT YOU EGGS IN ONE BASKET
• Owned and paid media can generate earned media (sharing)
• Earned media most effective when it includes measurable call to action or conversion
ow.ly/8W050jqzT1
LOSS OF CONTROL OVER CONTENT AND CONTEXT
• Hyperbole
• Bias/agenda
• Lack of accountability
• Lack of understanding
• Space constraints
• “I don’t write the headlines”
REGULATORY AND LEGAL CONCERNS
• Adhering to product labeling
• Pre-approval promotion
• Product liability risk
• Shareholder activism
WarningThis product may cause horrible side effects, including but not limited to lorem ipsum dolor sit amet, consecteturadipiscing elit, sed do eiusmod temporincididunt ut labore et dolore magna …..
MEASURING IMPACT/VALUE OF EARNED MEDIA
Communications metrics
• Content analysis• Message inclusion, prominence
• Reach• Views, Unique & Repeat Visitors
• Engagement• Click through rates, document
opens/ downloads, A/V plays
Business metrics
• Conversions• Downstream activity (i.e., web
site clicks and page views)• Lead generation (i.e., providing
personal info)
• Revenue
source: Cision
MEASURING IMPACT/VALUE OF EARNED MEDIA
Earned media is increasingly recognized for its value and integrated into the marketing/communications mix
OMNICHANNEL MARKETING
Panel Discussion:
8:15 – 8:25: Intro to Omni Channel Marketing
8:25 – 8:35: Owned Media
8:35 – 8:50: Earned Media
8:50 – 9:30: Panel Discussion with Q&A
9:30 – 9:31: Closing Remarks
9:31 – 10:00: Networking
Thank you for attending!