Smoking Cessation 2010


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This is a presentation of how a business in the smoking cessation sector could approach digital marketing.

Note that this was made completely independently of the imagined client and has no connection to the company in any way, shape, or form.


Published in: Business, Health & Medicine
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Smoking Cessation 2010

  1. 1. smoking cessation 2010 [beta]
  2. 2. a preventable epidemic • “[Cigarette] smoking is the most preventable cause of premature death in our society.” [] • Tobacco use is responsible for nearly 1 in 5 deaths in the United States [] • The economic impact on the country is enormous. For example, the CDC has estimated that the annual US health costs incurred from tobacco-related illnesses was over $50 billion. [CorpWatch]
  3. 3. and a significant business opportunity • The global market for nicotine replacement therapy (NRT) products increased from an estimated $725 million in 1998 to over $3bn in 2008 [World Bank, ReportLinker]
  4. 4. the brief
  5. 5. sample client • GlaxoSmithKline markets several NRT products – NicoDerm CQ – Nicorette – Commit Lozenge • Its products are sold over the counter without prescription -- primarily at groceries, pharmacies, and conveinence stores – Wal-Mart, Walgreens, Target, CVS, Duane Reade, etc. • GSK competes with alternative NRT products including generics, OTC brands, Rx drugs, and substitutes (e.g. cigarettes, will power, etc)
  6. 6. the assignment • The Goal – Develop a marketing solution that increases sales on a profitable basis – The ideas should be centered around digital and scale across additional mediums – The solution shoud be able to live beyond a campaign, evolve, and scale over time. Think Nike+, eco:Drive, not Whopper Sacrifice • Budget – $8MM net including web development, ad unit development, and online media. • Timing – Campaign should run throughout 2010 with a potential focus on the The Great American Smokeout • Key Metrics – Our goal is to build a working model that measures online and offline sales and LTV relative to online and offline investment. The best way to do this is to bring in an experienced regression analyst to work on the project. – Relevant variables include reach, frequency, engagement, awareness, preference, purchase intent, sales, and return on marketing objectives.
  7. 7. primary target audience • About 1/5 of Americans are smokers – Approximately 43MM+ Americans are amokers [CDC]. – 77% of American smokers have at least one cigarette a day. – Relatively even gender split online [@plan Summer 2008] – An estimated 13.4 million Americans stopped quitting for at least a day during the preceding 12 months because they were trying to quit. [CDC} • Most smokers that want to quit – 90% are aware that smoking is very unhealthy – 70% say they want to quit – 40% try to quit each year – only 4% to 7% succeed [NATC]
  8. 8. digital strategy
  9. 9. “ The power of self-tracking is profound. [W]e can set up positive feedback loops: We keep track of something, see how the data matches up with what we'd like to have happen, and then use that knowledge to modify our actions. -- Mark McLusky, Wired July 2009
  10. 10. 1. create the QuitNow service. TM • Create a basic, user-friendly, and free service, Qu tnow QuitNowTM that enables subscribers to easily track their quitting progress. • The service should enable subscribers the ability to: – Quit immediately or set a date for the near future – Invite friends to participate and quit in tandem – Receive prompts via SMS and/or email multiple times a day to see if they have smoked a cigarette – Keep their friends and family updated on their progress - - subscribers should be able to easily updates friends through social media updates stresms (e.g. Facebook, Twitter) – Buy smoking cessation aids (e.g. NicoDerm, Nicorette, Subscribers should be able to update and Commit Lozenge) acces QuitNowTM across relevant, popular – Discuss the pros and cons of the products services and platforms • GSK should license or partner with third-party content provider to boost the credibility of the QuitNowTM service
  11. 11. 2. turn QuitNow into a platform via an API. TM • Build an API so that third-party developers can build Qu tnow additional services on top of GSK’s QuitNowTM platform. – – – etc. • Enable publishers and third-parties to integrate QuitNowTM serviceinto the fabric of their sites – (e.g., HealthCentral, etc.) • Make sure QuitNowTM integrates with the primary digital calendar standards and protocols (e.g. Google Calendar, iCal, Outlook, Lotus Notes)
  12. 12. 3. enable customers to receive direct shipments. • Build a true direct-to-consumer continuity service that fully integrates with the QuitNow platform. – Proactiv, Nutrisystem, and many others have thrived by marketing through this method • Maximize conversion by offering free trials with a valid credit card submission – Consider offering a money-back guarantee • For example, Proactiv offers a 60-Day Money Back Guarantee • By including an ecommerce functionality to GSK’s digital presence, we can take advantage of the consumer’s buyers impulse as well as better optimize our marketing. By selling a service, GSK can also afford to spend more on media (as it now has a sure- fire way to recover its costs). The price points and day-length are completely arbitrary and certainly subject to change.
  13. 13. 4. tie into a larger initiative. • Maximize potential impact by launching the contest in coordination with a larger online/offline initiative (e.g.America Cancer Society’s The Great American Smokeout) Larger events naturally extend to incremental PR- initiatives, product placement opportunities, and more)
  14. 14. 5. create a contest between key influencers. • Partner with celebrities and well-known bloggers that smoke cigarettes to create a contest to see who can quit smoking for 90 days. – Influencers will commit to publicly updating their progress and their experiences • The prize should be relevant and compelling. – For example, GSK could donate a significant PR-worthy sum of money to a credible charity that is researching a cure for lung cancer. Contests with celebrities and bloggers generate valuable, credible in-bound links and PR attention.
  15. 15. 6. extend contest to general public. • Enable consumers to join in and invite their friends to chip in to the contest if the customer keeps his promise. • This raises the stakes for quitting, co-opts a customer’s friends into helping the smoker quit and reinforces the value of quitting.
  16. 16. 7. leverage the long-tail of retail. • Whenever possible, partner with online and offline retail stores that sell tobacco products and smoking cessation products
  17. 17. 8. partner with would-be allies. • National and state anti-tobacco agencies through out the country – e.g. National Alliance for Tobacco Cessation – American Cancer Society – The Truth Campaign – Florida Department of Health • Doctors and Health Clinics – e.g. Minute Clinic, Take Care Clinic, etc.
  18. 18. 9. buy media to promote the contest and platform. • Buy media to help ignite WOM and to maximize profitable sales. • Please visit the media plan section for more information on executional considerations.
  19. 19. 10. maximize targeted awareness. • Use YieldManager or comparable ad server technologies that enable dynamic bidding and free retargeting. • Deploy 1x1 retargeting pixels within banner ads deployed in endemic content, relevant GSK homepages, and relevant GSK landing pages – Embed pixel within banner ads placed in smoking-cessations content – Place pixel on all of GSK’s smoking cessation homepages – Barter pixel swaps with potential allies (e.g. Truth Campaign) – Buy retargeting rights from third-party exhcanges like BlueKai • Buy advertising inventory from remnant sales vendors (e.g. exchanges and directly through performance devisions of publishers).
  20. 20. 11. analyze, learn what works • Use regression analysis to understand results per medium – It’s critical that GSK and its media agency cross-reference offline retail sales by nine-digit zipcodes (3-6 households) against media spending. • Imperatives for GSK – Provide media agency with sales data backing the past 5 years per 9-digit zipcode. – Provide media agency with real-time sales data per 9-digit zipcode • Imperatives for Media Agency – Track media spending per 9-digit zipcode across all mediums (e.g. TV, print, OOH, etc) and specific online placements (when available)
  21. 21. 11. analyze (continued) • Maximize Online Learnings – In addition to analyzing the campaign through regression analysis, GSK should analyze its digital conversion efforts. – Track on a placement level the reach, frequency, CTR, CPC, CPA, LTV on a placement-by-placement level
  22. 22. 12. optimize on both online and offline sales. • Use the data to tweak the campaign to maximize what works. • There will surely be additional variables and ideas to test but it’s critical that the campaign works more efficiently after the first wave. • Optimize the campaign based on the cost to generate a free online subscriber, paid online subscriber, and offline buyer.
  23. 23. the media plan
  24. 24. connections map Qu tnow paid search core site run of network bloggers Qu tnow online and offline retail sales Contest the contest endemic Qu t the app social media
  25. 25. search • Approach – Reach hand raisers when they are actively looking for information about quitting cigarettes. • Sample Partners – – Bing (Microsoft) – Yahoo! – • Selection Criteria – Reach, scale, pricing, performance Google generates approximately • Executional Notes 200-300 clicks a day on searches for – Not much scale here “quit smoking” at a CPC of $3-$4.50. – Might be cost-prohibitive -- test to see if it converts.
  26. 26. endemic (smoking cessation information centers) • Approach – Reach consumers when they’re already looking for information about quitting tobacco • Sample Partners – Health – HealthCentral – Kosmix – QuitNet – – Yahoo! Health • Selection Criteria – Reach, scale, credibility, pricing, and flexiblity on page architecture and ad formats Traffic on endemic content for this category is very limited. • Executional Notes Anticipate CPMs of $10-$30 and – Try to own smoking cessation content Endemic Center CPVs of $0.50-$2.50 and embed QuitNow within the context of the sites we partner with. – Buy on a CPM basis for existing smoking cessation traffic and on a CPV basis for ROS traffic.
  27. 27. bloggers • Approach – Work with celebrities and bloggers – Consider partnering with blog platform to extend the contest to the native blogging communities • Potential Partners – – – Federated Mdeia – – WordPress It’s preferable to engage bloggers on a PR basis. Sometimes this will involve simply providing free product, other times • Selection Criteria it will involve sponosring the site. Traditional banner ads – Collaboration flexibility, scale, price may or may not be part of this program. • Executional Notes Cost TBD – It’s critical to get the tone right on this. It has to be and feel like an authentic commitment to the cause and the blogging communities.
  28. 28. run of network • Approach – Blanket the internet with banners that encourage smokers to quit smoking. • Potential Partners – AOL, Facebook, Fox Interactive Media, Google, MSN, Yahoo! • Selection Criteria – Scale, realtime dynamic bidding, price, performance, invenotry size • Executional Notes – Buy remanant inventory in safe, well-lit locations – Dynamically track the various variables per impression served to learn which audience datapoints lead to conversions and sales – Whenever possible, keep users within their native site their clicking from (e.g. If a user clicks on an ad on Facebook, we’d like to first try to persuade the user to signup for QuitNow via Facebook) Expect CPMs between $0.05-$0.25 for 728x90s and 120x600s and up to $5.00 Net for 425x600s
  29. 29. retargeting • Approach – Leverage retargeting to maximize awareness and capture incremental sales • Potential Partners – AOL, Facebook, Fox Interactive Media, Google, MSN, Yahoo! • Selection Criteria – Scale, realtime dynamic bidding, price, performance, invenotry size • Executional Notes – The cookie pool will probably be limited depending on the scale of the campaign – Consider buying data to expand cookiepool access Retargeting usually converts significantly better than blind targeting. CTR is often similar or less than that of retargeting (depends, in part on the origin of the retargeting data). Expect CPMs between $0.05-$0.25 for 728x90s and 120x600s and up to $5.00 Net for 425x600s
  30. 30. site selection criteria • Reach against critical audience segments • Provide opportunities to market SBUX in an innovative and integrated fashion • Ability to enable granular targeting • Level of clutter • Quality and relevance of publisher’s content • Strength and relevance of publisher’s brand • Flexibility and agility to implement quickly • Pricing
  31. 31. questions/feedback