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Pre_Scribed Webinar 6: Evaluate Your Success


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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.

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Pre_Scribed Webinar 6: Evaluate Your Success

  1. 1. 6 doses for a healthyglobal online marketing launchWebinar 6: Evaluate Your Success, Maintain Momentum,and Grow Your ProgramPresented 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 Audio access: Pre_Scribed is a webinar series sponsored by: Phone number: 1-312-546-3575 Access Code: 644 867 88
  2. 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 ( for updates. Step 6: Evaluate Your Success January 31, 2012 | 2
  3. 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 Step 6: Evaluate Your Success January 31, 2012 | 3
  4. 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 initiativesConsideration 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 Step 6: Evaluate Your Success January 31, 2012 | 4
  5. 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 Step 6: Evaluate Your Success January 31, 2012 | 5
  6. 6. Pre_Scribed Understanding Site MetricsMetric DefinitionPageviews Total number of times a user views a page on your siteTime on Site (TOS) Amount of time a visitor spends on your siteTime on Page (TOP) Amount of time a visitor spends on a particular page within your siteNew Visitors Users that visit your site who have never visited beforeReturning Visitors Users that visit your site who have visited previouslyOrganic Traffic Visitors driven to your site by clicking on a link in the search resultsPaid Traffic Visitors driven to your site by clicking on paid search adsBounce 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 pagesContent Downloads Number of times a user clicks on a link to download resourcesOpen Rate Percentage of recipients who open an emailImpressions Number of times an ad or referral link is displayedClick-Through Rates Percentage of impressions resulting in a click(CTRs)Likes Number of people who have clicked “Like” on your Facebook pageRetweets Number of times your Twitter followers forward a message you posted Step 6: Evaluate Your Success January 31, 2012 | 6
  7. 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 percentageprogram 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 Step 6: Evaluate Your Success January 31, 2012 | 7
  8. 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 Step 6: Evaluate Your Success January 31, 2012 | 8
  9. 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? Step 6: Evaluate Your Success January 31, 2012 | 9
  10. 10. Pre_Scribed Map Out Your Channels Visualize alignment of tactics with your digital marketing funnel: Awareness Consideration Conversion Loyalty Advocacy SEM Twitter Email Banner Ads Landing Pages Mobile App Social Media Step 6: Evaluate Your Success January 31, 2012 | 10
  11. 11. Pre_Scribed Aligning Business to Content: Publication Calendar Ensure timeliness of your content by mapping out your content in advance: Step 6: Evaluate Your Success January 31, 2012 | 11
  12. 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 RelevancyTACTIC • 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 Step 6: Evaluate Your Success January 31, 2012 | 12
  13. 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 Step 6: Evaluate Your Success January 31, 2012 | 13
  14. 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. Step 6: Evaluate Your Success January 31, 2012 | 14
  15. 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” Step 6: Evaluate Your Success January 31, 2012 | 15
  16. 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. Step 6: Evaluate Your Success January 31, 2012 | 16
  17. 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? Step 6: Evaluate Your Success January 31, 2012 | 17
  18. 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? Step 6: Evaluate Your Success January 31, 2012 | 18
  19. 19. Pre_Scribed Thank You! Ask questions: via Twitter to @Pre_Scribed • via email at To learn more about this series, visit: For further information about this presentation, contact: Rob DeMento „ 312.324.3626 Step 6: Evaluate Your Success January 31, 2012 | 19