Launching a successful strategic initiative is only the beginning; leveraging your work will build visibility and fortify relationships with your customers. This webinar will focuses on measuring results, analyzing ROI, creating an enhancement roadmap, and planning for continued content development.

1. 6 doses for a healthy
global online marketing launch
Webinar 6: Evaluate Your Success, Maintain Momentum,
and Grow Your Program
Presented by:
Rob DeMento, Nicole Holly, and Greg Lyon
Ask questions:
• Through the Chat window to: Pre_Scribed - Questions
• Via Twitter to @Pre_Scribed
• Via email at Pre_Scribed@vodori.com
Audio access:
Pre_Scribed is a webinar series sponsored by:
Phone number: 1-312-546-3575
Access Code: 644 867 88

2. Pre_Scribed Webinar Series Overview
6 Modules about Developing a Successful Online Marketing
Program for Biotech, Pharmaceutical and Healthcare
Companies
1 Define Goals for Your Global Online Marketing Program
2 Find Partners & Devise a Game Plan
3 Design Content to Fit Your Goals
4 Coordinate your Channels
5 Implement Your Program
6 Evaluate Your Success, Maintain Momentum, and Grow Your Program
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.
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3. Pre_Scribed About Vodori
Understand: Create:
• current interactive portfolio • wireframes
• business objectives • visual design
• user needs • content for all written
• competitive landscape and visual media
To create a plan for To cohesively express brand
relationship building online personality online
FULL
LIFECYCLE
SUPPORT
Provide: Apply:
• training • Vodori methodology
• ongoing support coupled with best-in-class
• online marketing program technologies
management (SEM,
Social Media, etc.) To build the online presence
To ensure continued success
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4. Pre_Scribed Analytics Enables Clear Understanding of Marketing Portfolio
Results
Analyze SEM and organic search patterns and click through rates
Measure site traffic patterns and usage trends
Link site interactions to offline and online promotions
Awareness
Review common search terms to further optimize site content A
Leverage site data for targeted content development, such as N
microsites and/or unbranded marketing initiatives
Consideration A
L
Capture conversion statistics to better understand site value and
enable the potential to measure ROI Y
Conversion T
I
Measure promotion response rates, email open rates and click-
C
through rates, etc. to constantly refine marketing efforts
Loyalty S
Gather feedback and listen to sentiments expressed by customers
Advocacy/ through social media, discussion forums, etc.
Word of Mouth
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5. Pre_Scribed Metrics Captured Across the Funnel Drive Initiatives
Unique Visitors Pageviews Ad Impressions Ad CTRs
Time on Site New Visitors Traffic Source Awareness
A Email Open
Returning Visits Downloads
Rates
N
Email CTRs Video Views Consideration
A
L Sign-up for
RFIs Starts on Therapy
Patient Center
Y Patient Center
Opt-ins Conversion
T Log-ins
I Patient Center
Email CTRs Returning Visitors
Log-ins
C Email Open
Event RSVPs
S Rates Loyalty
Likes Shares
Retweets Discussion Advocacy/
Comments Word of Mouth
Low Sophistication Medium Sophistication High Sophistication
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6. Pre_Scribed Understanding Site Metrics
Metric Definition
Pageviews Total number of times a user views a page on your site
Time on Site (TOS) Amount of time a visitor spends on your site
Time on Page (TOP) Amount of time a visitor spends on a particular page within your site
New Visitors Users that visit your site who have never visited before
Returning Visitors Users that visit your site who have visited previously
Organic Traffic Visitors driven to your site by clicking on a link in the search results
Paid Traffic Visitors driven to your site by clicking on paid search ads
Bounce Rate Percentage of single-page visits (user leaves site through entrance page)
Exit Rate Percentage of site exits from a particular page or set of pages
Content Downloads Number of times a user clicks on a link to download resources
Open Rate Percentage of recipients who open an email
Impressions Number of times an ad or referral link is displayed
Click-Through Rates Percentage of impressions resulting in a click
(CTRs)
Likes Number of people who have clicked “Like” on your Facebook page
Retweets Number of times your Twitter followers forward a message you posted
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7. Pre_Scribed Actionable Insights from Site Metrics
Content Downloads Bounce Rate Organic Traffic
Resources describing A particular page on Organic traffic makes
the patient support the site has a high up a small percentage
program are downloaded bounce rate of total site traffic
most frequently
Consider featuring Evaluate why visitors Review site content to
patient support are coming to the page optimize use of
program content on and determine if it keywords, title
the site homepage would be appropriate to tags, meta
or in email modify content to descriptions, etc.
communications encourage additional
site exploration
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8. Pre_Scribed Aligning Conversion Criteria with Marketing Objectives
Marketing Objectives Conversion Criteria
• Communication Opt-ins
Brand Awareness
• Content Downloads
• Webinar/Video Completions
Education
• Content Downloads
• Support Program Sign-ups
Customer Service
• New Patients on Therapy
• RFI
Lead Generation
• Communication Opt-ins
• Community Participants
Community Building
• Community Activity
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9. Pre_Scribed Beginning to Formulate an ROI Calculation
Is a mechanism in place
What is the average
to track this link? value of a patient?
# New Patients Driven by Estimated Value
Digital Marketing of Patient
Programs
Digital Marketing
Investment
What costs should be
included in the ROI
analysis?
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10. Pre_Scribed Map Out Your Channels
Visualize alignment of tactics with your digital marketing funnel:
Awareness Consideration Conversion Loyalty Advocacy
SEM
Twitter
Email
DiseaseState.com
Therapy.com
Banner Ads
Landing Pages
Mobile App
Social Media
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11. Pre_Scribed Aligning Business to Content: Publication Calendar
Ensure timeliness of your content by mapping out your content in advance:
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12. Pre_Scribed Search Engine Optimization - Overview
Content Technical Community Building
Purposeful content Ensure accessibility Build content
creation strategy and compliance with authority and improve
GOAL paired with on-page search engine visibility through
optimization crawlers. relationship and
techniques. community building.
• Keyword Research • Domain • Community
• URL Conventions Management Involvement
• Title Tags • Site Hierarchy • Content Relevancy
TACTIC • Header Tags • Site Speed • Link Requests &
• Meta Descriptions • HTTP Status Codes Exchanges
• Canonical Tagging • JavaScript • Purchasing Links
• Alt Tags • Rich Media • Social Media
(i.e., flash)
• robots.txt
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13. Pre_Scribed Search Engine Optimization – Resources & Tools
Community Your Browser Webmaster Tools, Open Site
Analytics, AdWords Explorer
• Getting Started • View Page Source • View Indexing
with SEO (Meta Data & Results • Analyze Inbound
• Latest Tips & HTML) • Identify Broken Links
Tricks • Check HTTP Links • View Page &
• Industry and Headers • Examine Keyword Domain Authority
Search Engine • Inspect Elements & Conversion
Information (e.g., ALT tags on Data
images) • Conduct Keyword
Research
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14. Pre_Scribed Global Digital Promotion: Establishing an Appropriate Model
Syndication: the Recommended Approach
• Significant market variability effectively manage the tactical
suggests the need for localization execution across the globe at the
and customization: region or country level
– User search patterns and tools • Agencies within regions (or
(e.g. U.S = Google; Russia = countries) are likely to be more
Yandex; China = Baidu) effective in the tactical execution
– Regulatory requirements • Syndication enables control over
– Degree of efficacy of tactics the general process and approach
among target customers but allows for in-market
• No single agency could cost- customization
Promotional strategy should be centrally developed
and managed but tactically executed in-market.
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15. Pre_Scribed Global Digital Promotion: Centralized Management Approach
Establish a Comprehensive Model: Educate & Syndicate Globally
Initiate a pilot in an Refine pilot, capture Educate global Provide templates
established market best practices that affiliates on best for localization but
translate practices and allow for in-market
globally, and overall approach customization
“templatize”
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16. Pre_Scribed Global Marketing‟s Responsibilities
Educate Measure Manage
Education of affiliates Monitoring and Centralized management
regarding best practices measurement of in- with localized tactical
is the most critical role market tactics enables execution ensures
and provides much- centralized consistency across the
needed guidance to team learning, knowledge globe and standards
members that are often transfer, and the ability to application while also
not versed in digital. provide real-time enabling unique local
recommendations. marketing opportunities to
take shape in a controlled
fashion.
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17. Pre_Scribed Extending Engagement Through Other Channels
Consider your patient
population and risk profile when
choosing brand extensions.
Some digital website-based
extensions include:
• Unbranded Patient Disease
State Website
• “Lightly branded” Patient
Disease State Site
• Patient Communities
• Mobile applications
But why create an unbranded
site?
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18. Pre_Scribed Post Launch Recap
Following site launch (timing TBD) regroup with your team for a forensic and analytical
review of campaign success. Analysis includes a quantitative and objective review through
digital analytics data as well as more subjective discussion with patients, etc.:
1 What 2 What did not 3
Opportunity?
worked well? work well?
• Which pages • Which pages had • Site design
attracted the the lowest quality
• Site content
highest quality visits?
visits? • Information
• Which calls to
architecture
• Which pages were action and banners
shared most had low click rates? • Etc.
frequently? • Which pages did
• Which SEM patients react 4
Next Steps?
campaigns were the negatively to?
most effective?
• Short term fixes?
• What copy seemed
to be the most • Impact on content
impactful? calendar?
• Long term plan?
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19. Pre_Scribed Thank You!
Ask questions:
via Twitter to @Pre_Scribed
• via email at Pre_Scribed@vodori.com
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
rob.demento@vodori.com
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