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BioAlliance Strategies: Fractionalized BD Model that integrates business development and marketing

BioAlliance Strategies: Fractionalized BD Model that integrates business development and marketing

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  • 1. “Fractionalized BD” Integrated BD / Social Marketing Program to Increase BD pipeline and BD-ROI Presented By James J. Sarene Managing Director & Founder BioAlliance Strategies, LLC Office: +1 919-386-1666 Mobile: +1 704-293-7162 james.sarene@bioalliancestrategies.com www.bioalliancestrategies.com
  • 2. INTRODUCTION This strategic document is intended to define basic operational assumptions and considerations for the creation of an integrated Business Development / Social Marketing support program that resonates in a Global Market. BioAlliance Strategies’ deliverables: Social Media Manage Twitter account and activity: 4-5 daily tweets with 1 specific topic providing links to website, LinkedIn profiles and Slideshare Create weekly “Share Update” for employees providing links to website, Twitter and Slideshare Business Development  Primary market research to identify, validate and increase existing database contacts  Create and Communicate capabilities and materials to your target market through several channels  Report to BD teams with data of “Opens and Clicks” Quarterly presentation created providing links to website, LinkedIn profiles and Twitter
  • 3. “Fractionalized BD” Model
  • 4. The BioAlliance Model BioAlliance Strategies was created specifically to meet growing demand for cost-effective business development services within clinical research industry. The BioAlliance approach emphasizes research, value-based differentiation, strategic planning, tactical movement, and professional execution. Your business development process begins with creation of customized campaigns that evaluate prospective relationships on the basis of primary alignments, such as:  Therapeutic, phase and operational expertise  Access to desired populations and geographic regions  Development phase and Geographic reach  Demand: Expertise and capacity  Existing relationships: Industry, professional, academic BioAlliance works ‘under’ your BD team by increasing territory contacts and creating more opportunities for each individual on the team. Your BD team is more ‘client facing’ which earns more ‘shots on goal’ and can earn more money which reduces your turn-over. A smaller team saves payroll, taxes and healthcare costs. Win-Win!
  • 5. INTEGRATED BD/MARKETING PROCESS Due Diligence Capabilities Differentiators Marketing Calendar & Strategy Positioning Plan Monthly Topics / Industry Events Market Research Existing CRM / Primary Research Content Development / Distribution Reporting Metrics and Data: Opens / Clicks
  • 6. Due Diligence BioAlliance Strategies works to identify key differentiators that are communicated to targeted industry decision makers and influencers. Descriptive tag lines and phrases are developed and leveraged that will resonate in the market in order to build your brand identity and awareness. This information is repurposed throughout all of our supporting efforts in order to educate your targets and build brand identity.
  • 7. Marketing Calendar and Strategy Once your differentiators and capabilities are identified, we work together to build a BD/Marketing Calendar to map out timelines for specific relevant and timely communication topics that align with industry events such as “Partnerships with CROs, DIA, BIO, SCDM, ISCTM” etc. 30-Dec 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 3-Mar 10-Mar 17-Mar 24-Mar 31-Mar Twitter X Twitter X Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter LinkedIn X LinkedIn X LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn Email Email Email BLOG X Slideshare BLOG BLOG Email Email Email BLOG Slideshare BLOG BLOG Twitter X Twitter X Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter LinkedIn X LinkedIn X LinkedIn X LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn Email Data Email Data Email Data Newsletter Data Slideshare X BLOG BLOG BLOG Slideshare BLOG Twitter X Twitter X Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter Twitter LinkedIn X LinkedIn X LinkedIn X LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn Newsletter Data Email Data Email Data BLOG Slideshare BLOG BLOG
  • 8. Market Research BioAlliance Strategies will leverage your existing CRM database and conduct market research to identify high-value, high-probability prospects. Our research draws upon multiple sources, including:  BioPharm Insight: An industry-specific, subscription-based database  Web platforms (LinkedIn, Twitter, SlideShare, websites and industry journals and blogs)  Any appropriate employee database and network Sample Market Research - San Francisco: Cardiovascular & Dermatology Sample of 109 companies
  • 9. Market Research (Continued) BioAlliance Strategies will identify specific individuals who make decisions or can influence a company’s vendor selection such as C-Level, VP, Operations and Outsourcing. Sample Market Research – Company Specific
  • 10. Content Development and Distribution BioAlliance Strategies will develop content for Newsletters and Emails that offer industry insight, demonstrate operational capabilities and position you as a company that cares. This communication strategy maintains a market presence leveraging industry accepted content and an outreach cadence to position your company as a valuable resource.
  • 11. Reporting: “Metrics and Data” Once Newsletters and Emails have been distributed to targeted industry decision makers and influencers, BioAlliance reports all “Opens and Clicks” of contacts who reviewed your materials and went to your website, LinkedIn profiles, Twitter and Slideshare accounts. This Excel spreadsheet becomes a powerful tool for ‘warm’ follow up calls and emails with people you know have expressed some interest by actions they have taken. This focuses BD teams toward individuals who are more aware of your company and more likely to be responsive. This validated data is now uploaded into your CRM keeping it accurate. Company First Name Last Name Title E-mail Phone New s 1 Em ail 1 Ne ws 2 Em ail 2 Company 1 Click Company 2 Ope n Company 3 X Company 4 Company 5 Company 6 Company 7 Company 8 Company 9 Company 10
  • 12. Monthly Newsletter BioAlliance Strategies will create a monthly newsletter outlining your services and capabilities, distribute to targeted contacts via industry recognized platforms and report the reader’s activities to your BD team. This report will create a valuable call/email sheet for follow up activities to individuals who have taken some action from your communication to them. Sample Newsletter: Please review a Sample Newsletter that outlines a client’s monthly topic and several sub-topics. The goal of the newsletter is to have the look and feel of your website. So when a reader clicks on a link, it takes them to a corresponding page/picture on your website. This approach builds your brand recognition and presents a very professional image. Stereology Stereology involves the quantitative assessment of objects in three dimensions. Examples of measurements that can be obtained include total cell count, cell density, cell size, tissue volume, and the length density and/or total length of linear structures such as nerve process or blood vessels. Current design-based stereological methods have evolved to provide results that are unbiased, efficiently obtained, and repeatable.
  • 13. Social Media Manage Twitter account and activity: 4-5 daily tweets with 1 specific topic providing links to website, LinkedIn profiles and Slideshare. BioAlliance uses two platforms to support Twitter accounts: • Feedly: A news aggregator; the BioAlliance account contains nearly 100 (and growing) clinical research sources • Buffer: Allows tweets to be stored (buffered) and scheduled for delivery at specific times throughout the day Creation of weekly LinkedIn “Share Update” for employees providing links to website, Twitter and Slideshare. In parallel with Twitter activity, BioAlliance create a weekly update to share on your personal LinkedIn profile. Leveraging networks of employees will reach industry contacts not in a CRM but who have ‘history’ with them. The rationale is “Everyone Is In Sales” Additionally with the other social media activity, BioAlliance co- creates and will post presentations each month of the agreement on Slideshare. Attracting viewers through links on Twitter, LinkedIn and direct email campaigns ensures exposure. Slideshare presentations provide a range of engagement channels including use as reference material during face-to-face meetings and instructional resources.
  • 14. Experience Professionals Managing Director & Founder: James J. Sarene has over 18 years experience in the Life Sciences working with companies from emerging biotech to large pharmaceuticals. With special expertise in Business Development, M&A and Licensing, Mr. Sarene was Managing Director at Madison Keats, a boutique Charlotte based transactional firm, where he focused on providing clients with strategic partnerships enabling growth opportunities. More Managing Director: Jared Byer, MBA manages business development and marketing program strategies and execution. Jared is a communications and business development professional with over 15 years of experience in the clinical research industry. Earlier experience includes positions as a technical writer for a leading environmental testing company and as a writer for The Kansas City Times. More Managing Director: Munaf Ali, Ph.D. obtained his PhD at Imperial College, University of London in 1987 in the field of Molecular Virology. Dr. Ali has over 20 years of experience in regulatory affairs and CNS drug development. From 1996 to 1999, Dr. Ali was a principal scientific reviewer at MHRA, including membership in the European Biotech Working Party and CHMP representative for the UK at the European Medicines Agency (EMA). More
  • 15. Advisors: Operational, Scientific and Technology Patrick R. Ayd, BSN, MBA – Advisor, Clinical Sites Bio Romano Robusto, LLB, B.CL., B.Sc. – Advisor, Medical Devices Bio Richard M. Hahn – Advisor, Marketing / Webdesign Bio Karen Watson-Robin – Advisor, Strategic Sales Bio Andrew L. Johnson, Ph.D., PMP – Advisor, Scientific Bio Patrick D. Mize, Ph.D. – Advisor, Scientific Bio David Dworaczyk, Ph.D. – Advisor, Scientific Bio Michael Kaiser, MA – Advisor, Executive Management Bio