pre_scribed webinar 4: coordinate your channels
DESCRIPTION
This webinar discusses the need for sophisticated coordination and integration of your online program’s promotional strategy with other marketing channels such as social media, corporate intra- and internet sites, and offline sales and marketing materials. This discussion includes: How to select your channels Determine promotion timing Tailor messages by channel Incorporate metrics to measure your successTRANSCRIPT
6 doses for a healthy
global online marketing launchWebinar 4: Coordinate Your ChannelsPresented by: Rob DeMento, Nicole Holly, Greg Lyon & Christine Mortensen
Pre_Scribed is a webinar series sponsored by:
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]
Audio access:Phone number: 1-650-429-3300Access Code: 793-613-692Meeting Password: Wave1234
Pre_Scribed Webinar Series Overview
6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies
Please stay in touch with us through Twitter by following us @Pre_Scribed and also by checking our Pre_Scribed page (http://www.vodori.com/pre-scribed.html) for updates.Step 4: Coordinate Your Channels
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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
September 14, 2011 | 2
Pre_Scribed Your Communication Ecosystem: Coordinating Offline & Digital Content
September 14, 2011 | 3Step 4: Coordinate Your Channels
Pre_Scribed Your Goals Defined
Remember your objectives:
September 14, 2011 | 4Step 4: Coordinate Your Channels
Elevating the awareness of your brand, product or service
Supporting or evolving the patient relationship
Filling the pipeline through conversions
Fostering engagement through community building
Brand Awareness
Education
Customer Service
Lead Generation
Community Building
Educating patients, HCPs, and caregivers
Pre_Scribed Digital Channel Objectives and Strengths
Channel Objective Strength
Therapy.comConsiderationConversion
• Providing detailed product/service information• “Prescription” facilitation (e.g., financial assistance, doctor
discussion guides, etc.)
DiseaseState.com
EducationConsiderationSupport
• Educate patients on disease state information• Provide treatment option information• Patient and caregiver support
Video (delivery mechanism varies)
Brand AwarenessLead GenerationEducation
• Visual storytelling• Highlighting people and the impact of your brand
BlogsBrand AwarenessLead Generation
• Constant source of industry news and information• Diversified content: images, video, or embedded media
Twitter & Facebook
Customer CareBrand Awareness
• Real time communication and help• Sharing content, news, and community information• Public collaboration, conversations, and relationship building
Company.comConsiderationConversion
• Providing detailed product/service information• Purchase facilitation (e.g., shopping cart functionality, demo
request, download, etc.)
September 14, 2011 | 5Step 4: Coordinate Your Channels
Source: Adapted from Spredfast-SocialMediaPlanningGuide.pdf, 3/28/2011
Pre_Scribed Map Out Your Channels
Visualize alignment of tactics with your digital marketing funnel:
September 14, 2011 | 6Step 4: Coordinate Your Channels
Awareness Consideration Conversion Loyalty Advocacy
Therapy.com
SEM
Mobile App
Sign-up Page
Social Media
DiseaseState.com
Pre_Scribed Defining Business Events and Their Impact on Marketing
September 14, 2011 | 7Step 4: Coordinate Your Channels
Within Company Control
Partial Company Control
Outside Company Control
Sales Meetings
Close of Fiscal Year
Conferences
CompetitorsProduct Launches
FDA Guidance
Labeling Changes
FDA Actions
New Data Available
Generic Launches
Impo
rtan
ce to
Mar
ketin
g Eff
orts
Pre_Scribed Aligning Business to Content: Publication Calendar
Ensure timeliness of your content by mapping out your content in advance:
September 14, 2011 | 8Step 4: Coordinate Your Channels
Pre_Scribed Tactical Execution: Blog Publication Calendar
Overview of process for ongoing content support and execution: corporate blog
September 14, 2011 | 9Step 4: Coordinate Your Channels
① Concept ideation & research② Notes by the “Author”③ Supplemental research④ Concept approval⑤ Calendaring for publication⑥ Copywriting⑦ Review & revision⑧ Final prep (images, layout, etc.)⑨ Final approval⑩ Publication
Pre_Scribed Define Real World Application with Personas in Mind
September 14, 2011 | 10Step 4: Coordinate Your Channels
“Michelle” At-a-Glance• 37 year old stay-at-home mother• Diagnosed with diabetes at 19• Married with 3 kids under 12• Using the web increasingly often–
even has a “mommy” blog• Excited about & comfortable using
social media• Relies on husband, HCP, and online
“mommy” community for diabetic support
Pre_Scribed Crafting Tone, Message & Content for Patients, HCPs, and Caregivers
September 14, 2011 | 11Step 4: Coordinate Your Channels
Digital Savvy Mobile optimization is key; enable key sharing functionality for patient syndicationSelf-RelianceIn-depth product and disease-state information to satisfy informational hungerBrand AllegianceConsider development of additional tools to supplement brand experience
Disease KnowledgeDevelop in-depth content with near-scientific detail to build existing knowledge Education
Level Tone geared towards higher reading levels; again points to a more scientific tone
And what they mean for content:
Consider persona attributes:
Disease VigilanceAdditional support for tools to assist patient in disease management
Pre_Scribed Managing Your Internal and External Teams
September 14, 2011 | 12Step 4: Coordinate Your Channels
Regulatory Team• Review promo claims• Correspond with FDA
Corporate Comm.• Corporate images• Manage intranet
Sales Team• Daily use of materials• Field insights
Call Center• Handle inbound calls• Outbound call plans
Market Research• Conduct research• Report on trends
Your Marketing Team
Most companies work with a number of partners to execute their marketing plans:
Ad Agency• Mass media/Print• Messaging
Digital Agency• Websites & SEO• Promo: SEM, Email
PR• Press releases• News monitoring
Database Mgmt.• Store contact info• Trigger CRM messages
Fulfillment• Store materials• Distribute collateral
Media Buying• Develop media plan• Purchase ad space
Pre_Scribed Partner Coordination Necessary for a Cohesive Campaign
September 14, 2011 | 13Step 4: Coordinate Your Channels
It is critical to facilitate coordination among partners to execute an integrated campaign:
Agency Partners
Campaign
Execution
Internal
• Ad Agency• Digital Agency• Media Buying• Market Research• PR
• Call Center• CRM• Fulfillment
• Regulatory• Corporate Comm.• Sales
Pre_Scribed How to Reap the Benefits of Partner Integration
September 14, 2011 | 14Step 4: Coordinate Your Channels
• Regularly scheduled cross-functional status meetings to discuss projects
• Process for announcing new tactics to all partners
• Comprehensive brand and message guidelines
• Brand objectives and market research shared across partners
• Introduce contacts and encourage collaboration
• Equal knowledge base across partners
• More minds considering the same issues
• Consistent messaging across channels
• Facilitate cross-channel promotion
• Sharing of Regulatory updates • Asset sharing
Best Practices for Partner Integration
Benefits
Pre_Scribed Example: Channel Coordination for a Patient Event
September 14, 2011 | 15Step 4: Coordinate Your Channels
Digital Agency:Email Management
Physician’s Office: Content & Planning
Patients (including advocates)
Event Agency: Venue & Event Coordination
Ad Agency:Direct Mail
Company: • Database
Management• Event
Management• RSVPs• Marketing
Pre_Scribed
LAP-BAND Marketing Channels
Channel Coordination Case Study: Allergan’s LAP-BAND
September 14, 2011 | 16Step 4: Coordinate Your Channels
YouTube
Website
Text MessagesPhone Calls
Mobile App
Blog
Print Ads
Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND Successes
September 14, 2011 | 17Step 4: Coordinate Your Channels
Patient Journey Registration:• Registrants segmented according to stage in the product consideration
process and preferred communication types• Ensures that the right message is delivered through the right vehicle
Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND Successes
September 14, 2011 | 18Step 4: Coordinate Your Channels
Messages, imagery, graphics, color palette from online and offline channels reinforce one another to guide a prospect towards talking with their surgeon about the procedure:
Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND Hiccups
September 14, 2011 | 19Step 4: Coordinate Your Channels
Negative publicity when surgeon-sponsored billboard ads misportrayed the LAP-BAND product• Although not funded by Allergan,
the company could benefit from the promotion
• Allergan volunteered to provide ad guidelines to surgeons
Translation of offline info kit to downloadable online version• PDFs of pieces designed for print
posted online do not offer best usability experience
• Welcome letter to “John Q. Sample;” would have been personalized prior to printing and should have been updated before posting for potential patients
Pre_Scribed Metrics & Measurement: Selecting Impactful Analytics
September 14, 2011 | 20Step 4: Coordinate Your Channels
Awareness
Consideration
Conversion
Loyalty
Advocacy/Word of Mouth
Organic Search SEM Banner Ads Offline
Product & Company SitesTechnical SEO
Microsites
Content SEO“Lifestyle” or
Disease State Sites
Customer Opt-In Purchase
Exclusive Content
Do Nothing
Email Marketing Promotions Member
Privileges
Social Media Forums Reviews & Ratings
ANALYTICS
Promotions
M
M
M
M
M
There are lots of opportunities to collect, track, and report data on customer behavior. Find the optimum blend of metrics that unearth tangible insights and
motivate smart decision-making.
Communities
Pre_Scribed Metrics & Measurement: Using Analytics to Drive Actions
September 14, 2011 | 21Step 4: Coordinate Your Channels
Before your Program: Create a list of “make or break” metrics in order to track success Work backwards from business objectives to unearth metrics that matter Create a “skeleton” report of desired metrics and collaborate with different
business functions to verify it’s impact Possess a thorough understanding of what data is necessary to enact change
and recommend new strategies
During your Program: Schedule weekly, bi-weekly, and monthly check-ins to stay on top of the data Double check tracking methods to ensure that metrics are accurate Implement incremental changes (if possible) on a weekly or bi-weekly basis
Reporting: Reporting is often routine and “empty”; ensure that every key point of analysis
resultsin a business recommendation and corresponding action
Utilize custom and automated reporting capabilities in analytics suites such as Google Analytics and Omniture to minimize manual workload
Wash, Rinse, Repeat!
Pre_Scribed Thank You!
To learn more about this series, visit: http://www.vodori.com/pre-scribed.html
For further information about this presentation, contact:Rob DeMento• 312.324.3626
Ask questions:via Twitter to @Pre_Scribed
• via email at [email protected]
September 14, 2011 | 22Step 4: Coordinate Your Channels