6 doses for a healthy global online marketing launch<br />Webinar 1 : Define Goals<br />Presented by: Scott Rovegno & Rob ...
via Twitter to @Pre_Scribed
via email at Pre_Scribed@vodori.com</li></ul>Audio access:<br />Phone number: 1-866-469-3239 <br />Meeting Number: 796 281...
Webinar Series Overview<br />6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical ...
About Vodori<br />Step 1: Define Goals<br />Understand: <br /><ul><li>current interactive portfolio
business objectives
user needs
competitive landscape </li></ul>To create a plan for relationship building online<br />Create: <br /><ul><li>wireframes
visual design
content for all written and visual media</li></ul>To cohesively express brand personality online<br />FULL LIFECYCLESUPPOR...
ongoing support
online marketing program management (SEM, Social Media, etc.)</li></ul>To ensure continued success<br />January 19, 2011 |...
Assessing the Current State and Defining Goals<br />Step 1: Define Goals<br />Business Objectives<br />IndustryAnalysis<br...
Product Sites
Unbranded and non-promotional sites
Communities and other extensions
Social Media
Strategic Plans
Markets: Domestic vs. International
Unique Marketing Challenges (Boxed warning, off label use, etc.)
Competitive Assessment
Industry best practices
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Pre_Scribed Series Chapter 1: Define Goals 1/19/2011

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6 Modules for Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies

Chapter 1: Define Goals for Your Global Online Marketing Program

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  • Strategy—Understand business objectives, user needs and competitive landscape to buildrelationships with key constituentsCreative—Translatesbrand personality in to Create and define visual presence
  • For growing biotech firms, the key marketing goals can vary dramatically – if you are focused on research and development only, if you expect to bring a new product to the market, if you are public or privately owned.
  • This slide requires some beautifying, but in general these are the disease states and sites I’d like to highlight using Dyax as an example (without mentioning the name and giving bland descriptions about disease attributes). I have a natural progression around why I am mentioning these, and they are indeed real examples of things we looked at for DyaxDiabetesCrohn’s DiseaseObesityAcneHappy It’s Here Campaign – menstruationHemophilia
  • Pre_Scribed Series Chapter 1: Define Goals 1/19/2011

    1. 1. 6 doses for a healthy global online marketing launch<br />Webinar 1 : Define Goals<br />Presented by: Scott Rovegno & Rob DeMento — January 19, 2011<br />Ask questions:<br /><ul><li>though the Chat window in the upper right corner of your screen to: Pre_Scribed - Questions
    2. 2. via Twitter to @Pre_Scribed
    3. 3. via email at Pre_Scribed@vodori.com</li></ul>Audio access:<br />Phone number: 1-866-469-3239 <br />Meeting Number: 796 281 994<br />Meeting Password: Vodori1 <br />Pre_Scribed is a webinar series sponsored by:<br />
    4. 4. Webinar Series Overview<br />6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies<br />Stay in touch with us in between webinars through Twitter, by following us @Pre_Scribed and register at http://prescribed.eventbrite.com/ to receive email updates.<br />Step 1: Define Goals<br />1<br />Define Goals for Your Global Online Marketing Program<br />2<br />Find Partners & Devise a Game Plan<br />3<br />Design Content to Fit Your Goals<br />4<br />Coordinate your Channels<br />5<br />Implement Your Program<br />6<br />Evaluate Your Success, Maintain Momentum, and Grow Your Program<br />January 19, 2011 | 2<br />
    5. 5. About Vodori<br />Step 1: Define Goals<br />Understand: <br /><ul><li>current interactive portfolio
    6. 6. business objectives
    7. 7. user needs
    8. 8. competitive landscape </li></ul>To create a plan for relationship building online<br />Create: <br /><ul><li>wireframes
    9. 9. visual design
    10. 10. content for all written and visual media</li></ul>To cohesively express brand personality online<br />FULL LIFECYCLESUPPORT<br />Apply:<br /><ul><li>Vodori methodology coupled with best-in-class technologies </li></ul>To build the online presence<br />Provide:<br /><ul><li>training
    11. 11. ongoing support
    12. 12. online marketing program management (SEM, Social Media, etc.)</li></ul>To ensure continued success<br />January 19, 2011 | 3<br />
    13. 13. Assessing the Current State and Defining Goals<br />Step 1: Define Goals<br />Business Objectives<br />IndustryAnalysis<br />User Needs<br />Your Current Interactive Portfolio<br /><ul><li>Corporate Sites
    14. 14. Product Sites
    15. 15. Unbranded and non-promotional sites
    16. 16. Communities and other extensions
    17. 17. Social Media
    18. 18. Strategic Plans
    19. 19. Markets: Domestic vs. International
    20. 20. Unique Marketing Challenges (Boxed warning, off label use, etc.)
    21. 21. Competitive Assessment
    22. 22. Industry best practices
    23. 23. Lessons learned from other industries
    24. 24. Market research
    25. 25. Focus groups
    26. 26. Existing analytics
    27. 27. Adapting the offline world to create rich online user personas</li></ul>Marketing requirements for your online presence.<br />Benchmarking the competition; identifying opportunities.<br />Features and functionality that will enhance user experience.<br />What your online presence says today and who it speaks to.<br />January 19, 2011 | 4<br />
    28. 28. Assessing the Current State and Defining Goals<br />Step 1: Define Goals<br />User Needs<br />IndustryAnalysis<br />Business Objectives<br />Your Current Interactive Portfolio<br />Your Current Interactive Portfolio<br />January 19, 2011 | 5<br />
    29. 29. Examining the Current Online Landscape<br />Step 1: Define Goals<br />January 19, 2011 | 6<br />Your company’s online presence likely has many layers:<br />A critical first step in planning a successful campaign is gaining an understanding of your company’s overall interactive landscape and how the various pieces fit (or will fit) together.<br />
    30. 30. Assessing the Current State and Defining Goals<br />Step 1: Define Goals<br />User Needs<br />IndustryAnalysis<br />Business Objectives<br />Your Current Interactive Portfolio<br />Business Objectives<br />January 19, 2011 | 7<br />
    31. 31. Online Strategy: Grounded in Business & Marketing Strategy<br />Step 1: Define Goals<br />Through comprehensive stakeholder interviews, research, and the harvesting of pre-existing plans, gain an understanding of strategy implications for the Web:<br />Business Strategy<br />Marketing Strategy<br />Other Considerations<br /><ul><li>Short and long term goals
    32. 32. Partnership opportunities
    33. 33. Critical success factors </li></ul>and metrics<br /><ul><li>Alignment with existing initiatives
    34. 34. Segmentation
    35. 35. Market preparation
    36. 36. Consumer focus
    37. 37. HCP focus
    38. 38. International markets
    39. 39. Regulatory challenges
    40. 40. Job applicants
    41. 41. Attract new investments
    42. 42. Enhance information </li></ul>for shareholders<br /><ul><li>Competitors</li></ul>January 19, 2011 | 8<br />
    43. 43. Mapping Online Initiatives to the Broader Strategic Plan<br />Step: Define Goals<br />Phase 3 Global Launch<br />Phase 1 NDA Filing<br />Phase 2 Approval<br />>><br />>><br />>><br />Phase 0<br />Pre-Launch<br />Corporate<br />Website<br />Corporate.fr<br />Product.fr <br />Product<br />Website*<br />*Content under constant evolution depending on drug development stage, approval, and indications<br />Physician Resources<br />Website<br />Disease Info Website for Patients<br />Your online strategy cannot be developed in a vacuum. We advocate for close collaboration between all channels to create an impactful, coordinated effort. <br />January 19, 2011 | 9<br />
    44. 44. Sidebar: Regulatory Constraints and the Review Process<br />Develop a process that supports ongoing content creation, review, <br />and publication:<br />Revision of Already-Published Content <br />Review by Medical<br />Factors impacting development of process:<br /><ul><li>New team?
    45. 45. International?
    46. 46. New therapeutic area?
    47. 47. Signature requirements?
    48. 48. Workflow management: digital v. manual?</li></ul>Review by Regulatory<br />Step 1: Define Goals<br />January 19, 2011 | 10<br />
    49. 49. Assessing the Current State and Defining Goals<br />Step 1: Define Goals<br />User Needs<br />IndustryAnalysis<br />Business Objectives<br />Your Current Interactive Portfolio<br />IndustryAnalysis<br />January 19, 2011 | 11<br />
    50. 50. Competitive Analysis: Sizing up the Competition<br />Attributes of competitive sites are examined based on a number of objective criteria (meaning that a score can be ascribed to each attribute):<br />In addition, other brands are evaluated on a more subjective basis to both understand how they manage their online presence and provide a “sanity check” to the objective analysis:<br />Step 1: Define Goals<br />January 19, 2011 | 12<br />Audience <br />Segmentation<br />Content<br />Search Engine Marketing<br />Navigation <br />& Usability<br />Branding, Promotion & Comm.<br />Site Features &Functionality<br />Visitor Education<br />Data Capture<br />Site Greetings<br />Digital Marketing Funnel<br />Drive <br />Purchase & Use<br />Foster Brand Loyalty<br />
    51. 51. Sidebar: The Digital Marketing Funnel<br />Step 1: Define Goals<br />January 19, 2011 | 13<br />digital<br />touchpoint<br />participants<br />
    52. 52. Competitive Analysis: Quantifying Attributes<br />Step 1: Define Goals<br />January 19, 2011 | 14<br />
    53. 53. Competitive Analysis: Examples of “Analogues”<br />Analogues for an Orphan Drug:<br /><ul><li>Patients seeking control over their symptoms
    54. 54. Physical symptoms that can be difficult/painful to explain or discuss
    55. 55. Caregivers play an important role</li></ul>Step 1: Define Goals<br />January 19, 2011 | 15<br />
    56. 56. Assessing the Current State and Defining Goals<br />Step 1: Define Goals<br />User Needs<br />IndustryAnalysis<br />Business Objectives<br />Your Current Interactive Portfolio<br />User<br />Needs<br />January 19, 2011 | 16<br />
    57. 57. User Needs: What Customer & Stakeholders Seek<br />Step 1: Define Goals<br />January 19, 2011 | 17<br />Focus Groups<br />Other?<br />Focus groups and interviews yield user requirements and language expectations that drive SEM & SEO<br />Market research is a necessary component that provides invaluable background information<br />Physician Patient Interviews<br />Market Research<br />Rich User Personas<br />Company Employee Interviews<br />Existing Analytics & SEO/SEM Study<br />Company employees can assist in driving important features; also can teach you “where to look” for additional information<br />To the extent that relevant web properties exist, analysis of visitor and content trends can help drive content strategy and SEO/SEM considerations<br />
    58. 58. Sidebar: Examining Pre-Existing Analytics; SEO & SEM Analysis<br />Step 1: Define Goals<br />January 19, 2011 | 18<br /><ul><li>Existing analytics provide insight regarding visitor trends related to:
    59. 59. time of visit
    60. 60. length of visit
    61. 61. most-visited content
    62. 62. site entry and exit pathways
    63. 63. search terms, etc.
    64. 64. These are key inputs to a Content, SEO and SEM Strategy on a forward-going basis
    65. 65. If no existing analytics, other SEO and SEM tools are available, such as keyword selection,optimization, and site crawler tools</li></ul>Top Five Traffic Sources (November 22nd – December 5th):<br />
    66. 66. User Needs: Persona Development<br />Step 1: Define Goals<br />January 19, 2011 | 19<br />Dan<br />Avid internet user and technology enthusiast<br />“Ever since I was diagnosed I have really struggled to control my disease. I am an avid reader and internet user; I am constantly searching the web for new information about my condition. A few months ago I found a pretty good community on Facebook where I can get in touch with other folks that are also diagnosed. Although, lately I have found that the quality of the content is unpredictable. I would love it if there were a reliable iPhone App that helped me to track my disease.” <br />Dan’s approach to his treatment plan<br />Dan is tremendously proactive and constantly seeks the newest information about his disease. He is religious about when he takes his meds and has limited his intake of foods and beverages that he knows can cause adverse reactions in his body. <br />Dan’s internet habits<br />Dan is an avid internet user; it is the center of his universe. Dan is what you call a content “syndicator”; he doesn’t create new content but he does an excellent job broadcasting interesting and relevant news through his Twitter handle. Dan takes a less active approach on Facebook; he keeps his posts to a minimum but likes to keep up with what his friends are doing by looking at their photo streams.<br />Age: 19<br />Location: Chicago, IL<br />Family: Youngest of three boys, mom and dad<br />Occupation: College student; aspiring drummer<br />Education: English major<br />Household Income: < $40,000<br />About Dan<br />Dan’s friends describe him as a good guy. He’s also smart and in tune with everything in the world around him – constantly connected to the universe through his iPhone which can usually be found in his left hand. Dan is of a new generation – one that has never read a newspaper and has obtained all of his relevant information online.<br />Hobbies and interests<br />Intramural sports<br />Hanging out with buddies<br />Rocking out with the band<br />Attending rock concerts<br />Trying new things<br />College Basketball<br />Favorite sites & digital brands<br />Apple<br />Facebook<br />Twitter<br />Pandora<br />TMZ.com<br />ESPN.com<br />
    67. 67. Strategy Readouts from Goal Definition Stage<br />Step 1: Define Goals<br />January 19, 2011 | 20<br />Business Objectives<br />IndustryAnalysis<br />User Needs<br />Your Current Interactive Portfolio<br />User Needs Summary<br />Web-adapted user personas<br />Preliminary Content, SEM and SEO Strategy<br />Competitive Assessment Scorecard<br />Analogue Best Practices<br /><ul><li>Catalog of pre-existing content
    68. 68. Cross-linking Opportunity Summary</li></ul>Business Objectives Summary<br />Site Charter<br />Together, these individual components provide an actionable roadmap with prioritized features.<br />
    69. 69. Dose 2: Preview of the Next Step (March 2011)<br />Finding the right partner(s) & developing a game plan:<br /><ul><li>Analysis of Internal vs. External Tasks – what role does your team play compared to the issues that your agency is tasked with?
    70. 70. Finding an agency that fits your needs
    71. 71. Best practices for working with multiple agencies and coordinating a (sometimes) vast network of vendors
    72. 72. Selecting the right technology platform for your business
    73. 73. Develop measurable objectives to meet your goal(s)
    74. 74. Coordinating your program with the budget</li></ul>Step 1: Define Goals<br />January 19, 2011 | 21<br />
    75. 75. Thank You!<br />Ask questions:<br /><ul><li>though the Chat Box in the upper right corner of your screen
    76. 76. via Twitter to @Pre_Scribed
    77. 77. via email at Pre_Scribed@vodori.com</li></ul>To learn more about this series, visit:<br />http://www.vodori.com/news-events.htmlFor further information about this presentation, contact:Rob DeMento<br /><ul><li>312.324.3626rob.demento@vodori.com</li>

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