Digital Strategy in the NOW Economy: Proactive and Real-time

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The NOW Economy demands that all marketers, including Pharma and Healthcare, can respond real-time. Digital brand strategy must fit with brand strategy and strengthen the brand's core promise. …

The NOW Economy demands that all marketers, including Pharma and Healthcare, can respond real-time. Digital brand strategy must fit with brand strategy and strengthen the brand's core promise. Developing strong digital strategy requires new skills and a disciplined, fluid 6-step process. Learn how five imperatives can help boost your digital IQ. Time to Go. Initiate. Enchant...Health is Social.

Presented at the Social Media in Pharma Online Conference: July, 2011.

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  • 1. Digital Brand Strategyin the NOW Economy:Proactive and Real-TimeSocial Media In Pharma Online SummitJuly 21, 2011Ellen Hoenig 1 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Photo Credit: iStock
  • 2. Pharma Is NoException—ConsumersMake the Rules 2 2Credit: Hubspot 101 Marketers Quotes ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 3. The EmergingRole of Digital 3 Credit: Hubspot 101 Marketers Quote 3 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 4. Outline• The NOW Economy Demands… 5-12• Kick-Ass Digital Brand Strategy 3-20• Requires New Skills & a Disciplined Process 21-37• 5 Imperatives to Boost Your Digital IQ 38-54• Go. Initiate. Enchant. 55-59 4 4 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 5. The NOW Economy Demands 5 5 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 6. The NOW EconomyDemandsBeing ready for “One result of the internet revolutionand engaging with is that the people formerly known as the patients/audiences becamee-Patient journalism publishers and broadcasters – and pundits and critics.” -Lee Rainie, Director Pew Internet & American Life Project 6 6 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 7. The NOWEconomyDemandsPreparation for anew openness… Image Credit: Artsl Credit: Hubspot 101 Marketers Quotes 7 7 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 8. The NOWEconomyDemandsGreaterauthenticity &transparency 8 8 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketers Quotes
  • 9. The NOWEconomyDemandsSmarter, faster,and cheapermarketing 9 9 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketers Quotes
  • 10. The NOWEconomyDemandsReal-time response“Everyone has a planuntil they’ve been hit.”- Joe Lewis Photo Credit: iStock 10 10 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 11. The NOWEconomyDemandsA new real-timemindset Credit: Hubspot 101 Marketers Quotes 11 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 12. The NOWEconomyDemandsNew Skills,Actions,Processes…To Enchant 12 12 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Photo Credit: iStock
  • 13. Developing a Kick-Ass Digital Strategy 13 13 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 14. Developing AKick-Ass Digital StrategyDigital strategy must fit with Core Brand Strategybrand strategy— Digital Brand Strategynot the other way around Digital Media and Tools Web, Mobile, Social Media 14 14 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 15. Developing AKick-Ass DigitalStrategyDigital strategymust strengthenthe brand’s corepromise… 15 15 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 16. Developing AKick-Ass DigitalStrategyIf you think about it, we are “A brand is the set of expectations, memories, stories and relationshipsall defined by the that, taken together, account for aexperiences and actions of customer’s decision to choose oneour lifetime. So are product or service over another.”brands.* – Seth Godin* Read Scott Bedbury’s A New Brand World 16 16 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 17. Developing AKick-Ass DigitalStrategy It isn’t about technology… 17 17 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 18. Developing AKick-Ass DigitalStrategy It’s about integrating changing digital realities into a core brand strategy 18 18 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 19. Developing AKick-Ass DigitalStrategyThe essence of KADS: “Creates opportunities-create relationship-building the platform- for brands toopportunities build relationships and to have conversations through digital media. – Substance blog 19 19 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 20. Developing AKick-Ass DigitalStrategyIt is the Relationship,Stupid…Listen First.Sell Later. 20 20 ©2011 AdvanceMarketWoRx, LLC AllAll Rights Reserved. www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, LLC Rights Reserved. www.AdvanceMarketWoRx.com
  • 21. Requires a Disciplined, Fluid Process 21 21 ©2011 AdvanceMarketWoRx, LLC AllAll Rights Reserved. www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, LLC Rights Reserved. www.AdvanceMarketWoRx.com
  • 22. Requires a Disciplined,Fluid ProcessSome things don’tchange—Cornerstones of greatdigital strategy—Especially critical for Deep Insight Being Humanhealthcare 22 22 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 23. Requires a Disciplined,Fluid Process6 Steps Align Clear Brand Drive Value Implement/ Metrics & Deep Insight Objectives Promise Creation Integrate Measurement 23 23 ©2011 AdvanceMarketWoRx, LLC All All Rights Reserved.www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, LLC Rights Reserved. www.AdvanceMarketWoRx.com
  • 24. Requires a Disciplined,Fluid ProcessCarefully articulate andalign: • How will we define success?-company/brand objectives • What ‘collective actions’* are-digital objectives, including we trying to effect? branded and unbranded • What will we measure?-portfolio considerations-company risk profile * Collective actions coined by Alex Butler 24 24 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 25. Requires a Disciplined,Fluid ProcessClear and compelling A Strong Foundation Is Paramountbrand promise • Clarity • Relevance and Resonance • Distinctly Competitive Keep Brand Promise Focus • Cross-channel integration • Digital platform integration • Consistent Delivery and Actions 25 25 ©2011 AdvanceMarketWoRx, LLC LLC All Rights Reserved. www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, All Rights Reserved. www.AdvanceMarketWoRx.com
  • 26. Requires a Disciplined,Fluid ProcessDive deep below the surface to gaincompetitive advantage anddifferentiationHint: surface knowledge is readilyavailable to all…Carefully prioritize each segment;get to know each persona intimately ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 2626 26 Image Credit: Insight Iceberg, Deep Dive by Rich Horwath
  • 27. Requires aDisciplined, FluidProcessListen with intentto act Credit: Hubspot 101 Marketers Quotes 27 27 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 28. Requires aDisciplined, FluidProcessThink like…Your consumersYour patientsYour caregivers… Credit: Hubspot 101 Marketers Quotes 28 28 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 29. Requires aDisciplined, FluidProcess • Need/Gap Analysis— Active listening, insightful researchSuccessful deep • Competitive & community landscapedives require… • User-experience assessment • Long-tail consideration: How do segments/individuals differ? • Current Media/SM usage; tech savvyness • Disease considerations • Forward thinking scenario planning 29 29 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 30. Requires aDisciplined, FluidProcessGive patients whatthey care about atjust the precisemoment they need it •Credit: Hubspot 101 Marketers Quotes 30 30 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 31. Requires aDisciplined, FluidProcessPay careful attentionto the informationpatients look for online—it’s not justabout benefits 31 31 31 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 32. Requires aDisciplined, FluidProcessInformation patientsfind ‘acceptable’from Pharma co.s Source: 2011 DTC Study Prevention 32 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 32
  • 33. Requires aDisciplined, FluidProcessConsumers findPharma siteshelpful; still muchopportunity toimprove. Base: go online for prescription medicine information Source: 2011 DTC study Prevention 33 33 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 34. Requires a Disciplined,Fluid Process • Beyond brand benefits & messagesCustomer value creation— -Patients want safety & risk infoBeyond just the Rx: • Two-way exchange; consumers wantWhat useful information to be heard i.e. customer service ops • Community building; access to othersand/or services can you ‘like me’, use of patient dataprovide? • Health benefits/services beyond Rx e.g. health games, mobile apps/tools 34 34 Reserved. ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 35. Requires a Disciplined,Fluid ProcessWhat else can you do to • Common language— 2/3’s U.S. adults 60+ have inadequate/marginal literacyprovide greater value and • Easy to use; meets them where theysupport? are…literally and technologically • Uses curation to help simplify • Timely. Consistent. • Provides emotional support; empathy • Engages with the unexpected; ‘fun’ 35 35 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 36. Requires a Disciplined, •Implement/ IntegrateFluid Process ImplementDon’t let your core brand • An iterative processfocus slip during • Metrics: Establish. Measure. Learn. Adapt. Improve.implementation and • Ensure policies are in placeintegration Integrate • Across digital platforms • With off-line channels • Plans for future digital platforms • Across Pharma customers 36 36 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 37. Requires a Disciplined,Fluid ProcessMetrics & ContinuousLearning...Key to the spontaneity Iterative doesn’t mean “fixing errors”digital demands Changes 37 37 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 38. Five Imperatives To Boost Your Digital IQ 38 38 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 39. Five Imperatives ToBoost Your Digital IQ1. Content Strategy2. Perfect Fit3. Digital Ecosystem4. Foster Community5. Get Over Lack of Control 39 39 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com •Photo Credit: iStock
  • 40. Five Imperatives To Content StrategyBoost Your Digital IQCreate content & context;curate—but be original“A great story is not predictablealthough its central truth is oftenfamiliar. A great story surprises. Itteaches. It hooks the audience,sometimes with an image or ametaphor. It connects.“ - NewsLab Photo Credit: Getty Images 40 40 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 41. Five Imperatives To Content Strategy Boost Your Digital IQ What to think about… • Stop thinking ‘messaging and promotion. Solve customer problems. Be relevant. How sharp are your • Make your patients/CGs the content management center of the story- not the brand skills? • Don’t sound like everyone else • Write with a human voice • Use the element of surpriseFor more content learning, read Content Rules by A Handley • Show enthusiasm and passionand CC Chapman 41 41 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 42. Five Imperatives To Go For a Perfect FitBoost Your Digital IQExtend personalization & customizationPursue a perfect experience •Photo Credit: iStock 42 42 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 43. Five Imperatives Go For a Perfect FitTo Boost YourDigital IQNiches requiremicro-targeting andpersonalization •Credit: Hubspot 101 Marketers Quotes 43 43 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 44. Five Imperatives Go For a Perfect FitTo Boost YourDigital IQMap to your patients’“buying processes” Credit: Hubspot 101 Marketers Quotes 44 44 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 45. Five Imperatives To Go For a Perfect FitBoost Your Digital IQ “True value creation only happens withDelivering maximum value impeccable focus on delivering insight and support to each customer with eachrequires focused discipline interaction—better than yourand going for ‘perfect fit’. competition. One way to do this is to create different personas that you vigilantly defend throughout digital planning that map back to how your customers approach their treatment pathways.” -Ellen Hoenig 45 45 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 46. Five Imperatives To Build a Digital Ecosystem Boost Your Digital IQ Not Just A Website• Think open digital pathways and connections• Marry the socio-technical aspects of digital platforms• Promote interaction, sharing and learning• The world is multi-dimensional. Use all sensory and geo options. Encourage local adaptation.• Design for optimization of each digital platform, e.g. Mobile vs. Web 46 46 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 47. Five Imperatives To Build a Digital EcosystemBoost Your Digital IQ“Inspired by naturalecosystems, digitalecosystem takes intoaccount self-organization,scalability andsustainability.” - Wikipedia 47 47 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 48. Five Imperatives To Build a Digital EcosystemBoost Your Digital IQFive Mobile Considerations:• Drive toward convenience. Ensure immediacy, simplicity, context• Focus on customer needs—what’s in it for them?• Mobile is as much a product as a channel• Divorce from the PC. Mobile is driven by different factors and opportunities.• Be nimble; dynamic 48 48 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 49. Five Imperatives To Foster Community & RelationshipsBoost Your Digital IQ It takes a community to support a patient… And patients will accept nothing less... 49 49 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 50. Five Imperatives To Foster Community & RelationshipsBoost Your Digital IQPeople turn to differentsources for differentkinds of information. 50 50 50 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 51. Five Imperatives Foster Community & RelationshipsTo Boost YourDigital IQ•Patient to Patient•Patient to Doctor•Patient to Family•Pharma to Patient Photo credit: istock 51 51 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 52. Five Imperatives Get Over Lack of ControlTo Boost YourDigital IQOne-way messaging isobsolete—the new world ofself-publishing means“I agree with the words of CharlieSafran, MD ‘Patients are the mostunder-utilized resource’ in health IT.And I think it applies to all ofhealthcare.”– E-PATIENT DAVE DEBRONKART, AUTHOR LAUGH,SING, AND EAT LIKE A PIG 52 52 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 53. Five Imperatives Get Over Lack of ControlTo Boost YourDigital IQ There’s a lot of fear-Focus on what you mongering about “losing control” of yourCAN control brand online, when, in fact, you’ve got control over as much as you always have: how you present your business and how you act. JAY BAER & AMBER NASLUND AUTHORS OF THE NOW REVOLUTION Credit: Hubspot 101 Marketing Quotes 53 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. Reserved. www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, LLC All Rights www.AdvanceMarketWoRx.com 53 53
  • 54. Five Imperatives Get Over Lack of ControlTo Boost YourDigital IQThink of DigitalMedia as a PublicSpace, and ask,“What space canour brand orcompany create forour best patientcustomers? 54 54 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 55. Pharma: Go Initiate. Enchant 55 55 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com
  • 56. Pharma: Go. Initiate.“Poke the Box”by Seth GodinWhen was the last timeyou did something for thefirst time? 56 56 ©2011 ©2011 AdvanceMarketWoRx, LLC Rights Rights Reserved. www.AdvanceMarketWoRx.com AdvanceMarketWoRx, LLC All All Reserved. www.AdvanceMarketWoRx.com
  • 57. Pharma: Go. Initiate.The Future of Healthis Social 57 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Photo Credit: iStock 57
  • 58. Pharma: Go. Initiate.Don’t wait too long 58 ©2011 AdvanceMarketWoRx, LLC AllAll Rights Reserved. www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, LLC Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketers Quotes 58
  • 59. Pharma: Go. Initiate.Better to start small… dipyour toes… vs. doingnothing… Or waiting tomake it ‘perfect’. 59 ©2011 AdvanceMarketWoRx, LLC AllAll Rights Reserved. www.AdvanceMarketWoRx.com ©2011 AdvanceMarketWoRx, LLC Rights Reserved. www.AdvanceMarketWoRx.com Photo Credit: iStock 59
  • 60. “Now that we can doanything, what will we do?”-Bruce Mau, Massive Change With thanks to the leaders who have forged the digital and healthcare 2.0 path: Scientists, Regulatory, Marketers, Creatives, ePatients, Caregivers… 60 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com www.AdvanceMarketWoRx.com 60
  • 61. Ellen HoenigOther recent writings you might enjoy Connect with me:Brand Champion Health Check: Is Your Brand www.advancemarketworx.comIn Shape To Win? http://blog.www.advancemarketworx.comPharma Marketers: 6 Key Skills Every Brand http://twitter.com/ellenhoenigChampion Will Possess http://www.linkedin.com/in/ellenhcGraphic Design: The Cournell Group 61 61 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com