From a technology perspective, a comprehensive Digital Marketing Platform or a framework need to exist as a shared service
DM ecosystem is fairly complex from People, Process and Technology perspective. On the people side lots of parties involved. Multiple process involved to roll out marketing campaigns, particularly in pharma industry due to regulatory needs. On the technology side, there are lots of tech components that needs to be in place and to work together.
Before we move to technology, lets take a look at what we want from Digital Marketing Technology Platform
Hope to you give a flavor of complexity
Social Media is a key element of Digital Marketing. There are the various ways in which a Pharma company can leverage social media
Bigger list @ http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
A Digital Marketing Ecosystem for Pharmaceuticals Pharmaforce 2010 Princeton, NJ USA
Digital Marketing Digital World around us is rapidly changing: The way people seek information is changing Emerging Social interactions - interactive, collaborative, social model Online channels are expanding – mobile boom! Media formats, richness, and interactivity level is rapidly evolving Scattered Digital Marketing technology solutions across organization Different for each brand / product Different for each channel – eMail, Web, Mobile, Social, etc. Fragmented Digital Media Assets Inconsistency and low reuse Change is required to deliver a cohesive Digital Marketing Strategy Need for an integrated technology approach Engage consumers in a new and interesting ways of conversation with consistency 2 In 2010, for the first time, spending on online digital media crossed spending on print media
Digital Marketing Platform Digital Marketing Platform as a Shared Service Common infrastructure across the organization Shared resources and technology Benefits of a Digital Marketing Platform Significant reuse, synergies Multi channel & cross channel communication Consistency of communication Centralized metrics to improve insights, response times, messaging Significant cost savings from a shared service Enable more Self Service Increased ability to scale Easier to calculate ROI 3 It can be both a Shared Service and a Platform
A Digital Marketing Roadmap A Sample Roadmap for Maturity – it’s Complex!
Digital Marketing Business Requirements Digital Marketing strategy mapped to business objective. Media and Channel agnostic strategy Reach customers through variety of touch points Listen to what they are asking for? Engage them by responding with right, interactive, channel appropriate content Convert them & build the needed trust Retain them by continuous engagement to ultimately build loyalty and advocacy Establish and capture success metrics Web Channel Social Media Mobile Email Understand Customer Digital Connections Interactive, Engaging Content Address Regulatory issues Competitive Analysis Business Goals, Traditional Marketing Objectives
Digital Marketing Technology Platform A Shared Service Framework – Marketing and IT work together Social Media Mobile Web Email Core Platform Web Solution Frameworks Digital Media Management Analytics & Intelligence Web Analytics Digital Asset Mgmt Web Content Mgmt Marketing Portals & Micro sites Social Listening Platforms Business Intelligence SMS / Email Mgmt Content Syndication Mobile Web Sites & Apps Core Processes Campaign Execution Integration Search Engine Optimization Development & Testing Sustain Model Legacy Integration Strategy & Planning Search Engine Marketing Hosting Model User Experience Security Integration Track Execute & Manage Analysis Develop Extended Platform Social Media Marketing Marketing System Integration Targeting Community Solution SM Campaign Mgmt Metadata Model Marketing Resource Management Behavior Targeting Platform Lead Mgmt Interaction Mgmt Ad Management Search Campaign Mgmt Add-Ons CRM MVT Online Video Mgmt
Digital Asset Management Digital Asset management – A Center Piece of the Framework Inbound Distribution Channels Media Acquisition Services Media Distribution Services Workflow Services Social Media Social Media Media Bus Digital Sources Feeds Authoring & Editing Services Search Services Content Repository Media Repurpose Services Portal Existing CMS Mobile Devices External Content Sources Marketing Apps
Social Media Presents New Dimensions Social Media presents innovative ways of engaging with your brands. It is also a way gather collective intelligence.
Social Media in Pharmaceuticals 9 Different type of Diseases / Drugs have different social participations and benefit levels – understand yours… Challenges Objectives
Integrated Social Media Campaign Facebook Page Twitter Account YouTube Web Site Events Celebrity TV 17 Don't plan social media in a vacuum - tie it with overall marketing strategy and business objective
Digital Marketing Platform - How to go there? 18
A Digital Marketing Ecosystem for Pharmaceuticals – Open Discussion