Di it l M k ti Pl iDigital Marketing PlanningA roadmap for successfully communicating

with physicians through digital channelswith physicians through digital channels

www.PraeMedica.com

What trends are driving change?What trends are driving change?

1. Growth in no. of channels2. Growth in new media content (audio, video, images)3. Fragmentation of content production4. Fragmentation of user consumption5. Growth in short-form content6. User-generated content7. Decline in traditional channel domination8. Control of media consumption moves to consumer9. Uncertain profitability of some channels10. Uncertain long-term viability of certain channels

www.PraeMedica.com

Digital marketing requires a new happroach

Unique characteristics of digital marketing

Duration

Unique characteristics of digital marketing

Online is indefiniteu a o

Interactivity

Human-computer interface

Online is indefinite

Customer initiates & terminates

Audio visual text consumptionHuman-computer interface

Pull v push

Two way communication

Audio, visual, text consumption

Supply mindset v demand mindset

Di l lTwo-way communication

Market research

Ad t bl

Dialogue v monologue

Detailed analytics

Adaptable

Segmenting & targeting

Test & perfect

Granular & tailored content

www.PraeMedica.com

Breadth & depth Unlimited & layered

The Planning Processg

Sit ti A l iSituation AnalysisWhile digital channels are different in

many ways to traditional channels, the

Objectivesprincipals of marketing still apply.

A structured approach should be taken,

based around an understanding of your

Strategy & Tactics customers and competitors and the

opportunities for achieving your business

Analysis & Control

goals.

www.PraeMedica.com

Analysis & Control

Situation Analysis

• Customers

How many of your customers are online; when are they online and what sites and channels do they use? How does this vary across different regions?

• Competitors and third parties (eg medical societies)• Competitors and third parties (eg medical societies)

Examine website content, target audience, volume of visitors, positioning. Include search for brand and disease websites, social media, journal sponsorships.

• Legal and regulatory

Healthcare and pharma specific, for example to verify HCP status of visitors; data protection and privacy laws for example on gathering and storing visitor dataprotection and privacy laws, for example on gathering and storing visitor data.

• Technological

New communication channels and devicesNew communication channels and devices

• Social

Changes in working practices and lifestyle, for example are your customers using

www.PraeMedica.com

g g p y , p y giPhones?

SWOT AssessmentSWOT AssessmentA SWOT analysis can provide a valuable snapshot of the marketing scenario.

• Strengths (internal)• Strengths (internal)

• Weaknesses (internal)

• Opportunities (external)

• Threats (external)Threats (external)

Strengths and weaknesses are those factors which areStrengths and weaknesses are those factors which are internal and controllable, while opportunities and threats are external and beyond your control.

www.PraeMedica.com

First DecisionsFirst Decisions

• Which customers can you target?

• Is ongoing dialogue feasible?

• What do they want to know?

• Can you integrate with offline activities?know?

• What will they value?

offline activities?

• How will you promote it?y

• What channels can you

y p

• Future development?communicate through?

www.PraeMedica.com

Digital ActivitiesConsider which types of digital channels can be exploited

• Product.com website (for f i l )

• Email marketingprofessionals)

• Prouct.com website (for patients)• Sponsored content, e.g. on journal or

society websites

• Unbranded website (for professionals)

• Unbranded websiste (for patients)

• Mobile device marketing (e.g. creating audio & video podcasts on iTunes)

• Unbranded websiste (for patients)

• CD-ROMs via direct mailing, journal inserts or salesforce

• Social media (Facebook, Twitter, etc.)

• Brand team workspaceinserts or salesforce

• e-detailing

Brand team workspace

• Salesforce resources for giving presentations & meetings

www.PraeMedica.com

• KOL website / forump g

Types of Media

Videocasts & PodcastsPublications

Webcasts

Publications

Slide Sets

Webcasts

• Forums and web 2.0 features

• News feeds

• Written commentaries

• Diary of meetings & events

• Interactive: case studies

www.PraeMedica.com

• 2-way: Q&As, feedback, requests for data

Case Studies

Digital ActivitiesDigital Activities

• Complementary: a digital add-on to an offline activity.

For example, recording a satellite symposium and distributing

it on CD-ROM

• Replacement: replacing an offline activity with a digital equivalent.

For example a virtual ad board hosted online or emailFor example a virtual ad board hosted online or email

campaign instead of post mailer

• Incremental: a digital activity with no offline equivalent.

F l di i it T itt

www.PraeMedica.com

For example a disease microsite or Twitter page.

Communication ChannelsWhich channels can deliver your communications to your customers?

ProfessionalCD distributed

resources

emailWeb 2.0 sites

Professional micro/site

resources

Brand objectives

Online advertisingDisease

micro/site

Rep salesbil Rep sales resourcesmobile

marketinge-detailing Intranets

www.PraeMedica.com

g

Objectives

Many objectives can be addressed through digital, eg:

• To increase SOVTo increase SOV

• To counter (new) competitor threat

• To increase reach among the target audience

• To leverage KOL support

• To support new indication / data

www.PraeMedica.com

IntegrationIntegration

How will you integrate your digital marketing activities with offline activities?How will you integrate your digital marketing activities with offline activities?

Marketing Objectives

Traditional & Offline Activities

Digital ActivitiesOffline Activities Activities

www.PraeMedica.com

Optimisation

Digital provides greater opportunity for instant feedback and optimisation

• Split A/B testing

• Vary copy content on Email

Var attrib tes on email (From To S bject line)• Vary attributes on email (From, To, Subject line)

• Vary copy content on websites

• Vary design of email and websites

• Focus group testing• Focus group testing

• Expert usability testing

www.PraeMedica.com

MeasurementThere are plenty of metrics for measuring your digital

activities For example:activities. For example:

• Email: delivery rates, open rates, click-through rates

• Online advertising: cost-per-thousand (CPM), cost-per-clickg p ( ), p

• Web sites: number and duration of visits per page and site, entry and

exit pages journey trackingexit pages, journey tracking

• CD-ROMs: tracking to record no. opened.

• General: customer engagement• General: customer engagement

• Qualitative feedback using online questions and surveys, page rating

www.PraeMedica.com

PraeMedica Digital gPlanning ServicePlanning Service

www.PraeMedica.com

PraeMedica Digital Planning Service

• Aims: to advise you on the potential and on strategy for communicating with your customers through digital channels

• Scope: situation analysis including customers, competitors, third parties and social/technology; objectives; tactics and activities; offline integration; budgets; measurement and controlintegration; budgets; measurement and control

• Deliverables: marketing report (~5k words) and accompanying slide set

• Timescale: 3-4 weeksTimescale: 3 4 weeks

• Cost: £5,000 to £10,000

www.PraeMedica.com

Content of The Reportp

• Customer Acquisition & Retention

• Situation Analysis& Retention

• Integrating Digital • Objectives

• Digital Strategies g g gwithin Overall Marketing

• Digital Strategies

• Tools & Tactics g

• Measurement & C t l

• Digital ContentControl

www.PraeMedica.com

Customer Acquisition & RetentionThe report will advise on how to generate traffic to a

b it d k t i b kwebsite and keep customers coming back

• Search Engine Optimistion

• Online advertising

• Journals (online & offline)

• Periodicals• Online advertising

• Pay Per Click (PPC) search

• Periodicals

• Salesforce activity

• email • Live events

• Direct mail

• Professional portals

www.PraeMedica.com

p

CostsThe report will advise on budgets required for any

recommended actionsrecommended actions

• Creating and launching a website

• Content development

• Promotion (SEO, PPC, advertising)

• Features (email newsletter, contact, forums)

• Management (user registration, hosting)

• Analysis

• Integration activities (co-promotion)

www.PraeMedica.com

SolutionsSolutionsPublication solutions

Symposium solutions

Conference solutions

Consensus statement solutions

Content for corporate disease or brand sitesContent for corporate, disease or brand sites

www.PraeMedica.com

Websites & Online Communication

www.PraeMedica.com

e-article Publication Solutione article Publication Solution

• Raise your study profiley y p• Disseminate findings• Emphasise conclusions and• Emphasise conclusions and

implications• Reach specific customer segments Customer Views of Programmep g• Leverage opinion-leader influence• We can work with any medical 500

600

700Customer Views of Programme

• We can work with any medical publisher

• CD-ROM customer use is fully 200

300

400

ymeasurable. Special software on the CD reports usage stats. 0

100

1 2 3 4Week

www.PraeMedica.com

Supporting Materialspp g

F ll ti l i i– Full article in screen view

– Downloadable PDF article

– Author interviews

– PowerPoint slide set

– Author webcast

– PDA summary

– Audio podcast

– Reading list of supporting publications

www.PraeMedica.com

Meetings Solutions

www.PraeMedica.com

Salesforce Resources

www.PraeMedica.com

SolutionsClients and Partners

Solutions

www.PraeMedica.com