the digital treatment - digital marketing strategies - ireland - healthcare industry - promozoo...

THE DIGITAL TREATMENTHow to start a Digital Campaign in the

Healthcare and Pharmaceutical industries

FoREwoRDby Brian Larkin

In 2014, ‘Digital Transformation’ will be the new model for businesses as they invest in technology, systems, and processes to compete in the digital economy. However, Digital transformation is not just about technology; it’s about vision and how businesses are transforming from the inside out using technology as an enabler for a more integrated customer experience. It requires the recognition of how customer expectations and values have changed.

Businesses will need to ask: How is my customer behavior changing and how do I change along with it?

The ‘Big Data’ that Digital can provide will help to detect the needs and wants of client’s customers more accurately, and more proactively. However, data can guide, but it can’t drive. Remember, customers are not algorithms! It’s still up to the Brand to drive their customers to commerce.

The key to full Digital Transformation is to use the data in tandem with marketing insight and creativity. That is the way to ensure it will deliver maximum value.

INTRoDUCTIoNabout promozooPromozoo is a total solutions agency – with jargon free digital mar-

keting at the core of our client marketing strategies. we are proud

to be working with many of the world’s largest and most success-

ful healthcare companies, helping them to grow and develop their

digital strategies.

background to this guideIn 2011, Promozoo published the 1st edition of the ‘PMI Digital

Masterclass - Guide to starting a Pharma Digital Marketing Cam-

paign’. It has proven very popular with professionals working in

these specialized and heavily regulated industries.

The digital world is changing at such a fast pace, we felt it was

time to update our initial edition with a 2nd edition for 2014. This

edition introduces new digital communication methods and strate-

gies that have emerged over the past 2 years.

healthcare industry & digital marketingIn today’s world it is getting difficult to find an industry that has

yet to be influenced in some way by the Digital tidal wave. Today,

doctor’s view x-rays on iPads, patients get medical information

on the internet and medical students study

their chosen field using virtual and online

technologies.

The challenge for the healthcare indus-

try has been in the complex regulations

surrounding marketing activity in general.

Allied to the fact that senior management

and highly influential clients, KOLS etc,

have relied on traditional methods of sales,

marketing, and communication for their

brand marketing.

At this point in time, almost all Healthcare

Companies have begun detailing using

tablet technology such as the iPad etc.

so what happens now...From our experience as Healthcare Digital

Specialists, in this guide we give a starting

structure to a digital marketing framework,

specifically created for Healthcare market-

ers, sales teams and senior management.

we trust it will assist you on your digital

journey.

Success is making those who believe in you look brilliant

A guide to starting a healthcare digital marketing campaign

TABLE OF CONTENTS

1: ThE BriEF - LAuNCh OF A NEw drug 1• Brief to create a Launch Campaign for Panacea

2: TOOLS OF ThE TrAdE - STrATEgiC digiTAL MArCOMMS OPTiONS 5• Considerations for your mix• A word on your Creative• Original content, what to consider?• Creating a Content Calendar• Creating a Marcomms Planner

3: CONSidErATiONS FOr yOur wEBSiTE 13• Patient Side• hCP Side

4: EMAiL MArkETiNg COMMuNiCATiONS 15• Creating and retaining an interactive community

5: BrANd TV 16• Creating a Broadcast Strategy for your Brand

6: BESPOkE PATiENT ANd hCP APPS 19• why create an app?

7: E AdVErTiSiNg 22• The 3 Main E Advertising methods• real Time Bidding (rTB)• remarketing/retargeting

8: digiTAL TrENdS 26• where digital is going• The top 5 digital trends

9: digiTAL MEASurEMENT 29• what are the most popular healthcare

measurement tools used today?• A word on the measurement of broadcast

10: AddiTiONAL OPTiONS FOr OTC 33

11: SuMMAry 35• A word on regulation• The Launch of Panacea

THE DIGITAL TREATMENT

1. THE BRIEF: LAUNCH oF A NEw DRUGTo help give context to this handbook we are going to start with the launch of a mythical brief for a mythical drug: PANACEA

we have created a mythical pharmaceutical product

for launch to demonstrate the basic principles involved

in digital marketing today.

You are now a brand manager of Pharma Co Ltd

responsible for the launch of Panacea.

Read the brief that follows and get cracking.

The Therapy Area: LCS - LiFE COMPLExiTy SyNdrOME

LCS is a recently discovered/isolated condition known to affect

all adults living in the western world.

It is commonly misdiagnosed as various other chronic illnesses

as its symptoms can present as lethargy, being fed up, apathetic,

often leading male patients to dying their hair and buying mo-

torcycles, its manifestations in females are less obvious but a

renewed interest in shopping and travelling away from home are

common.

The recently approved ‘Panacea’ by Pharma Co Limited as been

indicated for the treatment of LCS, it is a first in class treatment

and it acts with almost immediate effect, giving the patient clarity

of mind, an upbeat demeanour and a renewed vigour for life.

PATiENT SidE EFFECTS:

The side effects are zero once the patient conforms to the regular

medication cycles as directed by their GP. For an average male /

female this is 3 tablets per day at 4 hour intervals.

Failure to adhere to the medication plan often leads to profound

disillusionment that is difficult to recover from – feedback is that

once you have had Panacea there is no going back!

Indication and Audience: The indication is as a prescription

only medication, in primary care.

Communication Challenge: Despite the fact that the medication is fully

licensed in Ireland and that there are very

strong studies from the USA to support

the efficacy of Panacea, a healthy scepti-

cism combined with a lack of knowledge

and awareness exists in the Irish market

of both LCS and Panacea.

The launch must address the awareness,

education, and ‘scepticism’ together with

delivering some tangible results.

®

® Life Complexity Syndrome

Panacea logo as a registered trade mark of PharmaCo Limited.

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ornare. Integer dolor dui, lobortis ac tincidunt sit amet, vulputate nec nisi. Proin ut neque tellus, non rutrum sem. Pellentesque accumsan luctus dolor, sed volutpat mi vulputate id. Etiam cursus risus odio.

SYMPTOMS INCLUDE BUT ARE NOT LIMITED TO

Laughing at one’s own jokesNot finding one’s own jokes funny anymore

Practical Creative Strategies that work well in theory only

Ideas so original that you have to keep them to yourself

02

copyright promozoo.ie

Content builds relationships. relationships are built on trust.

and trust drives revenue.

®Life Complexity SyndromeSYMPTOMS INCLUDE BUT ARE NOT LIMITED TO

Laughing at one’s own jokesNot finding one’s own jokes funny anymorePractical Creative Strategies that work well in theory onlyIdeas so original that you have to keep them to yourself

resources available for launch are as follows:

KOLSThere are 2 key respected consultants Professor Laurel (London) and Professor Hardy

(Dublin) that are willing to participate in an educational campaign.

Sales Team There are 10 dedicated sales professionals, including a traditionally trained sales manager.

Pharma Co Ireland’s management while not ‘digitally experienced’ recognise the changing

market conditions and remain open to persuasion so much so that they have requested a

strong digital component to the marketing campaign. We welcome any thoughts you may

have that would contribute to the successful launch.


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2. TOOLS OF THE TRADE

STraTeGIC DIGITaL marCOmmS OPTIOnS

Website

Apps

Responsive Design

Email Marketing

eJournal

Surveys

BrandTV

Medical Blogs

Articles

Online Advertising

Content Network

PPC

Online Media

eLearning

Content Strategy

Live Stream and Webinars

Online Forums

Direct Marketing

e Detailing

Focus Groups

Social (OTC only)

Twitter

Facebook

LinkedIn

You Tube

Google +

This “tools of the trade”

checklist is helpful when

considering how your

message should be delivered.

Note: in the competitive

Pharmaceutical market we

strongly recommend you use

original creative.

(we have seen the same

doctor pictures advertising

competitors product -

he must be rich by now...)

Considerations for your

A word on your creative

The importance of bold original creative for your brand marketing cannot be overstated. We’ve all seen the

same stock images of that same smiling doctor and permanently happy nurse a million times over.

ORIGINAL creative will become the ‘face’

of your brand and will make it stand out

from that crowded space that is Healthcare

and Pharmaceutical marketing.

Get your brand noticed and let it stand out from the crowd, by not settling for those tired over familiar im-

ages. Insist on strong, original design for all of your brand marketing activities.

*research conducted by missouri University of Science + Technology


06

Original content - what to consider

Engaging your customers & prospects with interesting information, in formats that appeal at a time that they want that information-and you want them to have it.

Traditionally content has been delivered

via sales team presentations or events,

supported by (very expensive) advertis-

ing. In the digital age, content is made

available 24/7, pushed out via email

marketing, social media (where rele-

vant), the events can be virtual - video

on demand/live stream/webinar (much

better value).

Direct mail can also be effective for de-

livery and engagement, and should al-

ways drive the HCP to ‘learn more’ on

your website. The traditional methods

above can also be used and together

with digital methods, represent the best

combination in terms of value.

Great Content - Peer Opinions, Journal Articles, KOL Reviews,

Trial Papers, Case Studies etc. - is vital to the ongoing success

of your campaign. Above are areas to consider when planning

your content strategy.

Key Tip: Consider a Broadcast Communications Strategy

to include Video and Livestream that represents your brand.

Can your brand communicate via its own ‘show’?

relevantOriginalContent

Ask the Audiencereps/eSurveys

industrySymposia

Local Association/groups

international Colleagues

eJournalBlogs

Campaignreview Analytics

helpful to yourhCP’s work

internal your Trial Papers

hCP generated Opinion

Broader industry Trends

08

78%of organisationsplan to use more

video content*

copyright promozoo.ie*(Axonn Reasearch Nov 2013 Video In Content Marketing Survey UK)

• Building history of Brand / Company in treatment area

• Sales Conference- materials

presented for internal review and training

• Advertising and word of Mouth

• engaging with KOLS around therapy area

• Connecting to Patient Groups

• Building database of emails

• Sharing treatment area knowledge via publications webinar/ symposia

• advertising at Symposia of company position

• Licence Granted

• Final edits/approvals of materials

• Launch Advertising awareness building on treatment area messaging

• Advertising online and traditional

• Brand Marketing Awareness

• Getting the facts out there

• Launching the support infrastructure eg website

• Sampling Campaign

• Email, DM & rep campaign-Brand Market advertising

• Webinar to KOLS

• Video in hi res for editing on to website

• Chapterise content in 3 minute content pieces and for use in rep presentation

• Email Promotions and registrations for virtual events

• Publicise support materials and content available on site to customers.

• Publicise calendar of events and engage audience signup

• Rep Interactive presentation and sign up to events email bulletin re key events and supporting articles

JAN FEB MAr

once you have created your content plan, the next step is to create your content calendar. So, decide when are you going to put out that great content...

once you have created your content plan the next step is to create your content calendarwhen to plot your content into a calendar

APr MAy JuN

Marketing Content Plan example: Healthcare

Basics

original, helpful factual information:

eg Dosage/Dispensing Criteria

Key interactions/SPC/PIL

Links to medicines.ie/IMB

Background

Quality original DATA

The available research, white papers

Market the area of treatment

Market your brand’s solution

Support

Helpful Learning

Support

Slide Decks/Training

Materials

Video /Interactive

Explanations

Peer Reviews

Patient Support Materials

Engagement

Fresh Engagement Information

events/meetings

Symposia

KOL Webinars

Post event materials

Campaigns-support groups-broader community initiatives

We all know the old adage that ‘Content is King’, but do we really take the time planning strategic, original

content when we are planning our brand’s marketing activity for the year?

Before you create your brand’s Content Calendar, you firstly need to decide “What aspects of content should

I consider marketing?”


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What is the key content of interest to your audience?

When? Creating a content calendar...

JAN

National Sales Conference

Update with new creative.Offer Sample request registration

years of launch

Feb event Online invitation

Tweet / FBmeeting date

Update digitalPresentationsPlan App

FEB

Local KOL Meeting

Set up stream on site

Final reminder re event, post event thank you

Branded Stream and record KOL Meeting

As Above

Tweet / FBmeeting reminder

2 Minute VideoKOL Slide Decks

MAR

International Symposia

Stream Symposia on site. Update site with Feb Slide Deck and Videos

Push out links to KOL slide deck and Videos- reminder invite to symposia on line

Tweet / FBNew Content on Site

APR

New Treatment Indication Approval

Update with symposia highlights videoPush out Sympo

sia video highlights and announce new indication

On site Branded Broadcast(VOD) of new indication information

Tweet / FBIndicationApproval

MEDIUM

Events

Website

Email Marketing

Direct Mailing

Brand Tv BroadcastVideo and Live stream

Webinar-good for small-low key meetings

Social

Rep Materials Digital

MAY

Rep Conference

Review Analytics and engagementUpdate site with all materials and new indication details

Push out approved New indication infor-mation

Campaign Training videos for new indications-for rep detailing to HCPS

JUNE

National LCS Day 10 June

Update Patientside of site with new materials, links to helpful content, support videos provided to patient groups for their site

As Example

Patient Treatment discussion ‘show’ with KOLSIn conjunction with Patient group

JULY

Ad Board

As Example

As Example

As Example

AUG

InternationalKOL Meeting

As Example

As Example

As Example

SEPT

SalesConference

As Example

As Example

As Example

developments, events planned etc as a mini news letter.Great for Invitations and sampling as applicable also good if used every quarter or 6 months to update on general content, new

JAN

National Sales Conference

Update with new creative.Offer Sample request registration

years of launch

Feb event Online invitation

Tweet / FBmeeting date

FEB

Local KOL Meeting

Set up stream on site

Final reminder re event, post event thank you

Branded Stream and record KOL Meeting

As Above

Tweet / FBmeeting reminder

MAR

International Symposia

Stream Symposia on site. Update site with Feb Slide Deck and Videos

Push out links to KOL slide deck and Videos- reminder invite to symposia on line

Tweet / FBNew Content

APR

New Treatment Indication Approval

Update with symposia highlights videoPush out Sympo

sia video highlights and announce new indication

On site Branded Broadcast(VOD) of new indication information

Tweet / FBIndication

AN EXAMPLE OF A MARCOMMS PLANNER

MEDIUM

Events

Website

Email Marketing

Direct Mailing

Brand Tv BroadcastVideo and Live stream

Webinar-good for small-low key meetings

Social

Great for Invitations and sampling as applicable also good if used every quarter or 6 months to update on general content, new developments, events planned etc as a mini news letter.

How? By choosing the best mediums for your content You’ve put all the work into creating your original brand content and content calendar, now you need to choose

the best communication medium to ensure you get your brand message across to your target audience in the

most effective way, and at the most effective time. It’s time to create the

final piece of the jigsaw, your marCOmmS CaLenDar.


12

Example of a Marcomms Plannerthe final step to a great brand strategy

Here is an example of a section

of a strategic Marcomms planner

for the Healthcare sector.

3 COnSIDeraTIOnS FoR YoUR WeBSITe

This deals mainly with the treatment area, helpful FAQs for patients and support group links...

Patient side there are branding limitations, but the overall look and feel of the creative can be carried through

without the brand names...so all facets of the campaign share the same look and feel...

HCP side of the website can have secure login although this is no longer absolutely necessary.

Consider the key content a HCP may

require that will add value to their

working day.

Start with the basics: Dosage

instructions, indication, trial papers,

educational videos, patient guides,

medical slide kits, apps as may be

available, contact info, peer forums,

easy access to general treatment info

etc.

Website HCP Side contains key HCP resources

®Life Complexity SyndromeSYMPTOMS INCLUDE BUT ARE NOT LIMITED TO

Laughing at one’s own jokesNot finding one’s own jokes funny anymorePractical Creative Strategies that work well in theory onlyIdeas so original that you have to keep them to yourself

Website Patient side


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4 emaIL marKeTInG COmmUnICaTIOnS

Creating and retaining an interactive community

Email Marketing is much more than an ‘ezine’.

Email Marketing is still one of the strongest methods of

communication online with a vastly higher penetration rate

than almost any other medium.

In healthcare, with regs so tight on social media, email

marketing strategies play a critical role in digital engagment

and email works extremely well on mobile devices – iPad and

other tablets, mobile phones, as well as the traditional PC or

laptop.

Furthermore, it delivers huge value in terms of audience

segmentation, reach and measurement analytics.

The key with Email Marketing is to understand and strategically

plan each email communication campaign to your specific

target audience, making sure that the message you are sending

them is relevant and engaging to their specific interests.

why video content is kingWith super fast broadband, wireless 4G and mobile devices, your potential clients are surfing the web faster than

ever before. when they land on your site, something has to grab their attention quickly, or they will leave within a

few seconds. on demand video is the most effective, and now, cost effective way of communicating your brand

message quickly, keeping your visitors engaged with accessible content and delivering it to them when they

want to watch it. If you want to deliver an engaging message, quickest, to all your site visitors - you need Video

On Demand (VoD). If you want to do that time after time you need a Broadcast Strategy.

Did you know

5 BRAND TVCreating a broadcast strategy for your brand

*Social Media Examiner**Research by eMarketer***Research by Gigsom****Borrell Associates*****Invodo

76%

50%

60%50%

33%of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration.*

of Marketing Professionals cite VIDEo as the best Return on Investment **

of senior executives said that they would watch a video before reading text on the same web page***

online video production will account for more than one-third of all online advertising spending within the next five years.****

of consumers say that watching product videos makes them more confident in online purchase decisions.*****

Tip: Personalise all email and

use dynamic content making each

communication highly relevant to the

recipient.

Tip: For continual engagement, keep video short and high quality.

Give your audience the option to ‘watch more’ if they choose.


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your online Brand communications tool

Healthcare and Pharma regulations being as they

are have insured the industry has by and large been

bypassed by the digital marketing revolution. The

importance to these industries of generating high

quality content, through research, peer reviews,

scientific papers, key opinion leading knowledge…

and sharing it with the right audience as often as

possible is crucial.

ENGAGE YOUR AUDIENCE GET BROADCASTING

ENGAGE YOUR AUDIENCE GET BROADCASTING

Consider a broadcast strategy for your Brand where a clear communications strategy, even

for the most complex subjects is planned and ‘broadcast’ – using live stream, webinar, video on demand and

interactive presentations – produced to a consistent professional standard… and delivered seamlessly through

your website. we call this BrandTV - where your brand has its own ‘TV show’ or makes its own ‘tv appearances on other shows online’

An example of®

Note: All BrandTv content can also be shared via webinar events.


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why create an app?Apps were once the buzz in digital marketing. There are now

many freely available apps that can add greater functionality

to your digital project from BMI calculators, drug reminders to

dosage calculators.

what we all call ‘Apps’ are essentially bespoke pieces of software

development for use usually on a mobile device but also on

the web. They can add huge value provided they improve

substantially a once cumbersome process, or indeed create

a new opportunity in the digital space that was not possible until

now.

Good uses we have experienced

range from simple language

translators or alert notifications

all the way through to clever

calculations that were once

processed manually but through

an app the HCP’s working time

is significantly reduced.

6. BeSPOKe PATIENT ANDHCP aPPS

So, removing the hype, is there a clever

process improvement in how your audience

could interact with your information, your

service, your treatment, or in how they may

learn and keep up to date?

apps can be developed specifically for

patients, their uses ranging from drug

dosage calculators, medicine reminders,

diet aids, to public toilet finders. On the HCP

side, apps can vary in uses from teaching

aids, complex calculations devices,

referencing materials, to scheduling

appointments, and for your own team they

have great take up for on the road training,

easier access to the latest information,

client management knowledge etc.

Can software provide you with a competitive

advantage when it comes to keeping your

audience engaged?

If so there might be an app for that.


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7. e aDVerTISInGTHe 3 maIn e aDVerTISInG meTHODSEssentially there are 3 main methods for grouping the type of digital media that

should be planned into a campaign:

when it comes to digital advertising the opportunities for optimising spend and measuring returns have never been more focused.


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1. ownedDynamic Content in a controlled environment - Your own generated content

on your site via email, landing pages, published articles, produced video and

broadcast, slide decks, SEO etc.

2. Earned with engagement at its centrel - spread by referral - typically social

media, blog sharing, email forwards. recommendations, video sharing, where the

brand becomes a subject matter expert and is deferred to and ‘followed/liked’ for

its content.

3. Boughtwhere the brand owner pays to have their ads shown on certain

sites, to certain audiences via targeted searches- typically

this is PPC (Pay Per Click – e.g. Google Adwords), DisPlay

Banners ads appear because of the general content on a

site, ViDeO more and more popular via the You Tubenetwork

and for non pharma there is the affiliate networks .

Image courtesy of Aegis Media 2013

WInnInG aD SerVeDIf you win the impression,

your creative is served

AUCTIoNYou typically have milliseconds to

respond with a bid (the “bid response”)

BID DeCISIOn MADEBased on the information available

you determine the value of the bid to

you. You don’t have to bid if the

impression is not valuable to you.

ImPreSSIOn EVALUATEDYou get a variety of information,

such as the site the impression is

on, the content of the page, the

time stamp, information about the

user, etc.

ImPreSSIOn ANNoUNCEDwhen an impression is available,

the exchange asks if you’d like

to bid (the bid request)

USer VISITS A wEB PAGEEach load of the web page becomes an available impression

REAL TIME BIDDING Here we focus on the two main e-Advertising trends of the last 24 months -

Remarketing and Real Time Bidding.

REAL TIME BIDDING (RTB)Real-time bidding is a complex ‘auction’ that happens over the course of 100

milliseconds each time an impression becomes available. when a user visits a web

page, each load of the web page becomes an available impression which is then

auctioned to the highest bidder, usually a Digital Media Network, who buys the ad

on behalf of their client, the ad is served and the user sees it. The main benefit is

that it allows for campaigns to be really dynamic and budgets to be optimised as the

media space is bought at the optimum price for the content relevance of the targeted

customer.

For example if there are 2 brand managers running a Diabetes Awareness Campaign

and both want to target the IrishTimes.com health section. The standard ad might cost

a standard 25c per impression for that section, however if there is an article on Diabetes

within that section that is more valuable to both and one has real time bidding (RTB)

available, as the page for the article is loaded a higher bid is launched for that precise ad

to that precise user and so the RTB client gets their ad shown more often to the more

targeted browser…for as long as they have budget.

If the RTB client has set conversion goals that involve click throughs to their site to attend

an education meeting, they can move their ‘money around ‘ to target all Diabetes articles

as appear on line, choosing more spend to go towards the ones that give them a higher

click through. The good news is that there are algorithms and where necessary people to

do this for you. This is where technology has brought us!


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remarKeTInG Or reTarGeTInG

The 2nd trend of recent years is essentially where an ad, or variety of ads ‘follow’ the visitor around different sites

they visit.

To explain, once you have a remarketing campaign set up, visitors to your site will start to see ads for your

services on other sites as they browse the web in the period after they left your site. This period can be within

minutes, hours or days and they can be set to view the ad a number of times depending on what you want. A

lot of general e-advertising works best for the oTC Brands or for PoM Patient campaigns where awareness of

the medical condition is the subject of the campaign.

User visits pageon Panacea.com

A cookie is droppedon the user’s browser

Display Ads follow thedropped cookie across

the web enticing theuser to return.

8. DIGITaL TrenDSWHere DIGITaL IS GOInG…..

2014 and 2015 are the years where the importance of customer and employee experience triggers a revolution

in digital transformation. ‘Digital Transformation’ is the new model for businesses as they invest in technology,

systems, and processes to compete in the digital economy.

Digital transformation is going to be driven by the desire to integrate and enhance the evolving customer

experience.

Digital transformation is not just about technology; it’s about vision and how businesses are transforming from the

inside out using technology as an enabler for a more integrated customer experience. It requires the recognition

of how customer expectations and values have changed.

Customers want you to understand them, appreciate them, and empathize or align with their values and their

definition of success. Businesses will need to ask: How is my customer behavior changing and how do I change

along with it?

DIGITaL PrOVIDeS DaTa.

Apps and web sites can detect location and deliver content based on that data. This year, smartphones will

become devices we rarely use as phones. Instead, they’ll be our mobile control panel. Search engines and social

networks are better than ever at connecting ideas with ideas, instead of links.

26

All of this together means we can detect the needs

and wants of clients’ customers more accurately, and

more proactively.

Data can guide, but it can’t drive.

So you’ve got the data. You’ve got the reports. Yet,

even if you have every data-driven detail of your

audience, that data still won’t create a resonant

brand message. Customers aren’t algorithms. So

algorithms won’t compel them. Yes, Google is

algorithmic, but it doesn’t drive commerce. It drives

people to the commerce. It’s still up to the brand to

make it happen.

The key to full Digital Transformation is to use the

data in tandem with marketing insight and creativity.

That way it will deliver maximum value.

Digital marketing excels in terms of its ability to measure audience interactions with its brand

campaigns. Click through rates, viewing times,

participation stats, by each individual member of

the target audience empowers the brand owner

like never before. As the saying goes, ‘If it can

be measured it can be managed’. This is the key

difference with digital, and one that is welcomed by

all in management roles. Marketing effectiveness

can now be measured!

THe

TO

P 5

DIG

ITa

L Tr

en

DS 1: The rise of the short video

Short video is making waves in the marketing world. Brands are already experimenting with video to share brand experiences and information. But beware, people hate wasting time. Increasingly, visitors are looking at the length of the video before deciding to watch it. Anything more than three minutes and you may lose them. So, tip number 1, keep your Brand Video short, sweet and relevant!...reference Brand TV content in this guide.

2: The mobile monsterSpending an average of two hours and 21 minutes a day on their devices, consumers are replacing computers and TVs with smartphones and tablets to surf the Web and watch videos. Sources like ComScore are reporting that 50 percent or more of online access is via mobile devices. Leading marketers are putting more toward mobile programs in 2014. According to a report from eMarketer, mobile-advertising spending was set to double to $9.6 billion in 2013 and leap another $5 billion in 2014. Hey, it never hurts to follow the money.

3: Content MarketingYes, content. The importance of content isn’t changing and will be bigger than ever in 2014. According to Social media B2B, companies that blog generate 67% more leads per month than those who don’t. Expect it to continue to be the most effective way of establishing authority and gaining trust with your customers. You’ll need to make sure you have a solid content marketing strategy that will ensure that you are continually creating valuable content through a variety of channels.

4: Cross-device/responsiveThese days the average consumer has more than three devices they use to connect, including PCs, tablets and smartphones. And many often use two to three browsers. one of the biggest challenges facing marketers is how to reach and connect with a person across all of their personal devices and screens. It’s not enough to deliver disconnected efforts in PC and mobile — the key is to reach the same person across their devices and every touchpoint. Digital innovators are already working to tackle this challenge; in 2014 you can expect to see most companies focusing real attention to this phenomenon.

5: E-LearningeLearning is expected to grow at an average of 23% in the years 2013-2017.* The future of eLearning will evolve to suit consumers busy daily lives, and we will see a move from ‘content – heavy’ material that takes a long time to assimilate, to material served up in ‘mini-bytes’ or small ‘chunks’ of information that will be easier and quicker for consumers to engage with. So, think pre-recorded video lectures or speeches that consumers can watch in their own time and at their own pace. Think educational ‘apps’ that engage the consumer to learn in a quick and engaging way.

* http://www.slideshare.net/elearningindustry/global-trends-in-the-elearning-industry

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3. Digital Advertising

(Display, Search, Re-marketing).So what about an ad that follows you around?

Re-marketing is one of the cleverest advertising

developments of recent years. once a user visits

your brand website they can be targeted over the

coming days or weeks to see a repeat of your

advert on other sites they visit, giving the impression

that the brand is ‘everywhere’ when in fact it is

everywhere where the interested audience is only.

Smart content allows for multiple ads to be tested

but for the weaker performers to be dropped in

favour of the strongest performers…and from there

you track impressions/views, click through rates, ad

networks that perform better that others, detailed

analysis of return on investment can be as detailed

as you like!.

4. Specialist Platform Analytics.

In addition to the generally available measurement

tools, a lot of the specialist applications have their

own more detailed analytics. With the trend for Short

Video Brand Content becoming more and more

prominent we have built extra measurement criteria

into our own unique platform for measuring video

analytics…so you can find out who is watching (if it’s

a subscriber view service), what they are watching,

at when any fall off may occur and any trends that

may improve future content.

THe mOST POPULar HeaLTHCare meaSUremenT TOOLS USeD TODaY?1. Websites:

Most come now equipped with Google Analytics

integration - which gives more and more detailed

information about what’s happening on your brand’s

website. Goals can be set for visits, downloads, user

browsing times, where traffic is coming from and

various important interactions including geo mapping.

2. Email Marketing

Email marketing continue to offer outstanding

analytics but this time on your signed up ‘known’

audience. Again goal setting allows for careful

planning of content and interactions, this can

include subsequent ‘trigger’ email sending with if/

then functionality and also the inclusion of dynamic

content to get much more precise about exactly who

is receiving what information.

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5 Steps for measuring your Digital marketing’s rOIStep 1: Define What marketing rOI means for Your Organization

Step 2: Set realistic and measurable Goals

Step 3: Gather the Right Data Needed

Step 4: Monitor Your Goals Frequently

Step 5: Use Your Data to Make Better Decisions

9. DIGITaL meaSUremenT

a WOrD On THe meaSUremenT OF BrOaDCaST

as a Google analytics user it makes sense to find your Brand TV campaign video analytics integrated

with the tools already in place. This is simple, as Brand TV sends view and play data to Google Analytics.

A rich matrix of video play data is collected and published right next to your site metrics.

Brand TV captures:

• The number of Video Plays for each video.• The number of Video Completes for each video.• Visitor (country, city, etc) and device (browser, screensize, etc) info for each video.

DEC 31, 2013 JAN 05, 2014 JAN 10, 2014 JAN 15, 2013 JAN 20, 2014 JAN 25, 2014

150

120

90

60

30

0

100

80

60

40

20

0

46

4

4

85.19%

7.41%

7.41%

54%of Total: 100.00% (54)

54%of Total:

100.00% (54)


150

120

90

60

30

0

100

80

60

40

20

0

46

4

4

85.19%

7.41%

7.41%

54%of Total: 100.00% (54)

54%of Total:

100.00% (54)


150

120

90

60

30

0

100

80

60

40

20

0

46

4

4

85.19%

7.41%

7.41%

54%of Total: 100.00% (54)

54%of Total:

100.00% (54)

Brand TV baked-in metrics

Use the Engagement Viewer to track the performance of your video

(where do viewers drop off? which sections do they replay?).

As well as out of the box page views, video plays and time viewed:

need to track specific events or custom tags? Brand TV can also provide bespoke measurement,

and assist you in obtaining the data you need.

Now you can measure it……now you can manage it!

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Pharmacy help packs and customer

support documentation with an app in

development. Digital Network display

advertising with real-time bidding

technology, email marketing, video

broadcast and live-stream can all be

worked through.

Even customer focused engagement

competitions have a role to play. when

patients or customers want to discover

the key information on their purchases,

the brand owner needs to take control

of that content, making it easy and

interesting to engage with the benefits

and an integrated, creative digital plan

might just get that message out there

easier.

10. ADDITIoNAL marCOmmS OPTIOnS FoR oTCAs we know oTC has fewer restrictions

than the PoM world. For oTC we can

focus and market to the consumer and

this is where the real power of Social

Engagement comes into play. All the core

principles in the earlier chapter apply and

the best guide is the Content Planner as

content is till king, but now we can ad

advertising flair. Here is a real example

of a Media plan for an oTC brand that

uses Press, radio and Digital – Social

engagement and Brand Build.

In addition you can consider ‘Burst’ window

Display In-store Display campaigns.

34

Irish Independent ColourIrish Times ColourSunday Independent ColourSunday Times ColourIrish Mail on Sunday Colour

MEDIA PLAN SAMPLE - OTC

PRESS

Today 20 Spot Package Mon-Fri 7 x Spots Mon - Fri 3 x Spots Mon - Fri 9 x Spots Saturday 1 x Spots

Newstalk 25 Spot Package Breakfast 15 Hook 10

RADIO

BRANDIrish TimesHealth Section Sponsorship

Irish IndependentHealth Section Sponsorship

ONLINE

MEDIUM JAN FEB

Booked

Booked

Booked

Booked

Booked

BookedEstimated

Impressions15,000

Adult ABC11+Coverage 61.39%

OTS @ 2.27

363.3 Question: Is it appropriate for companies to hold or sponsor virtual meetings and congresses etc?

Answer: Virtual congresses and meetings etc

may be held or sponsored subject to compliance

with the Code. In such meetings, the type and

scope of sponsorship should be clearly disclosed.

When compiling and/or releasing presentations or

correspondence from the meeting, the sponsor

should ensure that the material complies with the

Code.

3.4 Question: Is it appropriate for companies to correct erroneous entries on wikipedia, Facebook walls, etc?

Answer: This is a question of policy for a company.

However, care needs to be exercised since if a

company corrects certain information at a non-

company mediated site but omits to correct other

information that may be perceived as related, such

behaviour may be interpreted as a breach of the

Code.

3.5 Question: Are companies responsible for collecting adverse events reported on the digital platforms that they own, support or sponsor?

Answer: Yes, companies’ responsibilities

encompass both collecting and reporting such

information to relevant recipients within the required

timeframe(s) as set out in the legislation.

3.6 Question: would it be an issue if prescription product branding elements were replicated without using the product name at a digital platform aimed at the public?

Answer: The promoting of prescription medicines to the public is prohibited.

when branding elements (e.g. colour, logo, visual) are matched by the public

with a prescription medicine brand, then it may be characterized as a violation

of the prohibition to promote prescription medicines to the public.

3.7 Question: Is it possible to launch a digital platform using a prescription

medicine product name?

Answer: Although there is no regulatory restriction, IPHA advises against

launching digital platforms using prescription medicine names/ trademarks,

unless specifically intended only for healthcare professionals (see Section 1.1(iv)

of this guidance). on the other hand, owners of trademarks are recommended

to acquire rights to digital platforms carrying their brand names, to prevent

others from acquiring rights to such domains.

3.8 Question: Is it appropriate for companies to contact patients through social media channels?

Answer: Non-promotional contact may be acceptable in certain circumstances

(e.g. reminding them to regularly take their prescribed medication) if

documented approval from both the healthcare professional and the patient is

received and, in the example above, the message carries no purpose other than

supporting patient compliance with the medication schedule instructed by the

patient’s healthcare professional.

3.9 Question: Regarding Clause 1.1(ii) of Annex IV of the IPHA Code must an Irish address be provided?

Answer: Clause 1.1(ii) requires that every digital

platform must have a homepage, discernibly linking

to the following information:

Clear identity of the digital platform owner, with

company logo, street address, e-mail address and

contact telephone number(s).

Purpose and (unambiguous) target audience(s) of

the digital platform (e.g. healthcare professionals,

general public etc).However, if the platform owner is

based outside of Ireland their

relevant address is required and there is no

requirement for an additional Irish address.

3.10 Question: Do the landing pages of corporate websites directed at healthcare professionals in Ireland have to comply with the requirements of Annex IV?

Answer: Digital platforms directed at healthcare

professionals in Ireland come within the scope of

this document. Thus a corporate website that is

expressly intended for healthcare professionals in

Ireland must comply with the requirements of

Annex IV. However, if the corporate website is not

specifically directed at healthcare professionals in

Ireland then Annex IV is not applicable.

Reference Codes: IPHA ED 8 Jan 2014 Annex IV Annex IV Guideline on Digital Communication in the Pharmaceutical Sector- IPHa Handbook 2014.

www.ipha.ie

11. SUmmarYA Word On Regulations Pharma Digital regulations vary from state to state, here we have reproduced the

latest IPHA extract of Q&A’s as a quick reference guide. we would encourage

all Pharmaceutical Industry marketers to familiasrise themselves and comply

with the complete IPHA code found here at www.ipha.ie

An important responsibility of the pharmaceutical industry is not only to ensure

that it produces quality medicinal products and that these products are used in a

rational manner, but also to facilitate the sharing of information on products and

areas of research using current communication technologies, in compliance

with the Code, to the benefit of patients and healthcare professionals.

Question: 3.1 what is the appropriate way to respond to inquiries from healthcare professionals via digital media?

Answer: Providing responses to inquiries received from healthcare

professionals through digital channels is acceptable if performed in

accordance with the Code. The responsibility rests with the company to

ensure that receipt of the response is restricted to the healthcare professional

making the inquiry or their nominee.

3.2 Question: Is it appropriate for companies to contact healthcare professionals through social media channels?

Answer: The use of electronic data communications for promotion is

prohibited except with the prior permission, or upon the request, of the

recipient. Additionally, the responsibility rests with the company to ensure that

receipt of the response is restricted to the healthcare professional making the

inquiry or their nominee and that copyright is not infringed.

The Launch of PanaceaIn summary we have created a guide planner for the Panacea launch

by selecting some of the options that are available as discussed

through the guide. It starts with the Disease Awareness Campaign

launch of ‘Life Complexity Syndrome (LCS)’ and is followed by the

Medication Launch of ‘Panacea’.

There are many ways to approach it, this is just one to give you food

for thought.

more than digital

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