How To Promote Online Information Resources

Copyright 2015 © InfoDesk. All rights reserved | www.infodesk.com
Andrew Clark, Director Scientific Information Services, UCB
Sean Smith, VP Marketing, InfoDesk
!
PHT Division Webinar - December 3, 2015
How To Promote Online
Information Resources 
Image licensed from Fotolia.com

Copyright 2013 © InfoDesk. All rights
reserved | www.infodesk.com
Not-to-be-missed!
SLA Pharmaceutical & Health Technologies
Division Spring Meeting 2016
Sunday, April 03, 2016 – Tuesday, April 05, 2016, Sheraton Lake
Buena Vista Resort, Orlando, FL
!
Knowledge Engineers of the
Future
Re-imagining ourselves, our careers, and our
industry
!
Featuring:
!
Keynote Speaker – Dr. James Canton, Futurist and author of
Future Smart: Managing the Game-Changing Trends that Will
Transform Your World
!
CE Course – Investing in Insight: Effectively Communicating the
Value of Info Pros. Mary Ellen Bates, Workshop Leader, Principal
at Bates Information Services

Register NOW on the PHT Site
Image source: Amazon.com

Inconspicuous Advertisement
InfoDesk Launches
Life Science
Intelligence Blog
!
New InfoDesk blog
provides curated life
science news, trends
and insights
!
Subscribe online at
http://www.infodesk.com/life-science-intelligence
!
Or Google: life science intelligence blog

Today’s Agenda
The webinar is designed to help
information professionals understand how
to promote their online information
services more effectively. Additionally, it
will provide practical examples of
promotions that attendees can adapt for
their own use.
!
• The challenges of changing user
behavior
• How to set specific promotion goals
• Selecting the proper channels
• How to create effective messaging
• Execution and evaluation
• How to measure success
• Developing credible ROI narratives
Moderator
Sean Smith,
VP Marketing,
InfoDesk
Guest
Speaker
Andrew Clark,
Director
Scientific
Information
Services, UCB

Learning Objectives
By the end of the next hour, you
should understand and feel
confident about:
!
• Why you should promote your information
services
• How to set attainable promotion goals
• Which marketing channels are best for you
• How to create your own simple, user-
focused messages and promotions
• The importance of “calls to action”
• How to measure and communicate your
success effectively
“Just
remember,
marketing is not
rocket surgery.”
!
- Sean
Smith

The Challenges of Changing User
Behavior
“The success or failure
of your information
project rests on your
ability to influence user
behavior.”
!
http://linkd.in/1H8MlhF

What’s the Problem?
• Launching (or re-
launching) an online
service
• Need to drive usage of
existing resources
• Want to raise awareness
• Want feedback
• Conducting training
sessions
• Low
Awareness
• Low Usage
• Low Interest

Creating the Plan: Checklist
❑ Goals and expectations
❑ Ownership and
execution
❑ Efforts and timeline
❑ Benchmarks and ROI

What is your goal? Be specific
• Raise awareness (red flag)
• Launch new service
• Increase usage by 130%
• Sign up 1,000 more users
• Collect 500 survey responses
• Host a packed training session
• Other? You tell me…
!
!
!
!
Setting Promotion Goals

Promotions
• Launch (or Re-launch!)
• Registration
• Training Sessions
• Training Resources
• User Groups
• Driving Usage*
• User Surveys
• Demonstrating ROI

Selecting Proper Channels
• Email messages
• Banner ads
• Announcements
• Influencers
• Posters/Slides
• Surveys
• Guerilla tactics
• ROI Presentations

Creating Effective Messaging
① Headline/subject line: get their
attention
② Personalization: Brand yourself!
③ Cut to the chase: Why are you
writing?
④ What’s in it for me (3 main
benefits)
⑤ Call to action: Make it clear,
easy and prominent (high up
and repeat)
⑥ Urgency: Why now? Due date?
⑦ Close: Don’t forget the PS.
Options
• Text only
• Logos/Images
• Show product
• Shorter copy

Email Series 1 - Launch
Email 1 – (timing TBD)

Subject line: New: PipelinePlus makes pipeline research faster & easier than ever!

***Introducing PipelinePlus – Register Today ***

Hello,

I’m writing to tell you about PipelinePlus, the newest drug pipeline research tool from [Department] that makes it easy to get and automate
consolidated drug pipeline data from multiple sources with ONE simple search.

Find out how you can do comprehensive drug pipeline research in minutes rather than hours. Click here to register now.

PipelinePlus makes drug pipeline research as easy as 1, 2, 3
1. Search the top databases with ONE simple search.
2. Get the consolidated results in seconds. {Insert compelling Product image here]
3. Output to Excel and create charts with the click of a button.
Plus save and automate your favorite searches, receive alerts and more.

PipelinePlus registration is now open to [Company] employees that do/use drug pipeline research. Learn more about PipelinePlus on [Company Portal].

Seats are limited—sign up today!

We’re here to help! If you have any questions, please let me know how we can help.

Sincerely,

[Contact Name]
[Department]

P.S. – PipelinePlus is easy to use and training will be available for all users.


Subject line: Automate and simplify your drug pipeline research


Hello,

Do you use drug pipeline data from Adis R&D Insight, Cortellis, IMS R&D Focus and/or PharmaProjects?
If so, you will want to know about PipelinePlus, the newest drug pipeline research tool from Business Technology & Competitive Intelligence that makes it easy to get
and automate consolidated drug pipeline data from multiple sources with ONE simple search.
Find out how PipelinePlus can help automate and Phase simplify your drug pipeline research. Click here to register now.


2. GeGet the consolidated results in seconds. {Insert compelling Product image here]




Sincerely,

[Contact Name]
[Department]
!P.S. – PipelinePlus is easy to use and training will be available for all users.


Subject line: Think drug pipeline research is too difficult & time consuming? Think again.


Hello,

Until recently searching drug multiple drug pipeline databases and consolidating the data could be a complex and time consuming endeavor.

Not anymore: PipelinePlus, the newest drug pipeline research tool from Business Technology & Competitive Intelligence that makes it easy to get and automate
consolidated drug pipeline data from multiple sources with ONE simple search.

Find out how just how easy it use to PipelinePlus. Click here to register now.


2. Get the consolidated results in seconds.
!PipelinePlus registration is now open to [Company] employees that do/use drug pipeline research. Learn more about PipelinePlus on [Company Portal].



Sincerely,

[Contact Name]
[Department]



Subject line: Hurry, there is still time to register for PipelinePlus


Hello,

There is still time to register for PipelinePlus, the newest drug pipeline research tool from Business Technology & Competitive Intelligence that makes
it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search.

Find out how PipelinePlus can help automate and simplify your drug pipeline research. Click here to register now.

• Search the top databases with ONE simple search.
• Get the consolidated results in seconds. {Insert compelling Product image here]
• Output to Excel and create charts with the click of a button.


Seats are going fast—sign up today!


Sincerely,

[Contact Name]
[Department]


Email Series 2 – Info Services
Email 1 of 6
Just for You – [Company] Competitor Watch
 
Dear Colleagues, 
Lately we’ve been making some more new improvements to the
[Company] Competitor Watch Portal and Competitive Intelligence (CI)
Alerts.

Over the coming weeks we will provide more details about some of
these improvements. For now, please take a moment to see how these
new enhancements can help you keep pace with all the latest external
[Company]-related news.

Just for You:

New Content Sources – We have added two important new sources:
Thompson Reuters Cortellis (Drug Pipeline) and PubMed (journal
articles). Click here to view.

New Alert Topics – We have added dozens of new topic alerts, including
News, Pipeline, Articles, Patents, Trials and Conferences. Sign up for
alerts.

New Commenting Feature – Now you leave comments for your
colleagues on articles posted the [Company] Competitor Watch Portal.

New 1-Click Article Viewing – We have streamlined the article viewing/
article display pages to make it faster to get to the articles you want to
read.
!Drug Search Widgets – Find all the latest news and information about
the drugs you follow quickly and easily with the new Drug Search Results
Widgets feature. View drug search widgets.
!
Search Results Visualisation – Drug Search results are now displayed
graphically in bar chart, pie chart or word cloud format to help visualise
the article distribution. See new search results visulisation.

Competitive Intelligence (CI) Newsletters – We are now sending nearly
2,000 weekly CI Newsletters on: Epilepsy, Osteoporosis, Immunology,
Immunology Science, Lupus, Movement Disorders and Market Access. Sign
up for CI Newsletters.

We hope you enjoy these new and improved competitive intelligence
resources.
We’re here to help you with access to latest intelligence at your desk or on
the go!
If you have any questions, please let us know how we can help.

Email 2 of 6
Just for You – NEW Content Sources
 
Dear Colleagues, 
Last week we told you about the new improvements to the [Company]
Competitor Watch Portal. Today we would like to tell you more about
two new content sources we’ve added to help you keep pace with all
the latest external Company-related news.

[Image Here]

If you’re not familiar with these new resources, please take a moment
to learn how they can help you.

Just for You:

Thompson Reuters Cortellis – Find fast answers to critical questions in
the right context — with contextual enrichment of clinical trials
information through links to other scientific and competitive
intelligence from Thomson Reuters:

• Over 198,000 U.S. and global biomarker, device, biologic and drug
trials from thousands of sources.
• All indications including rare diseases.
• More than 200,000 press releases indexed to clinical trial types or
events.
• 2.25 million drug development articles.
• Over 21,000 meeting abstracts and 8,000 conference reports.
• Optional transcripts of biomedical and medicinal chemistry industry
analyst and investor meetings.

!
• Medically trained researchers to assist verifying clinical trial information
found in Cortellis Clinical Trials Intelligence.
Click here to view Cortellis
!PubMed – PubMed is a search engine accessing primarily the MEDLINE
database of references and abstracts on life sciences and biomedical
topics. The United States National Library of Medicine (NLM) at the
National Institutes of Health maintains the database as part of the
Company system of information retrieval. Click here to view PubMed.

We hope you will take full advantage of these new competitive intelligence
resources.
the go!

Email 3 of 6
Just for You – NEW Alert Topics
 
Dear Colleagues, 
Last week we introduced two new [Company] Competitor Watch
Sources Cortellis and PubMed. This week we would like to tell more
about the New Alert Topics.

[Image Here]
![Company] Competitor Watch Alerts are the easiest to keep up with
the latest news and intelligence about the topics that matter most.

Just for You:

Recently, we have added dozens of new topic alerts, including News,
Pipeline, Articles, Patents, Trials and Conferences for [list by target
here]. Sign up for alerts.

We hope you will take full advantage of these new competitive
intelligence resources.
We’re here to help you with access to latest intelligence at your desk or
on the go!

!

Email 4 of 6
Just for You – NEW 1-Click Article Viewing & Commenting Features
 
Dear Colleagues, 
Last week we introduced you to the New Alert Topics from [Company]
Competitor Watch. This week we want show you the 1-Click Article
Viewing and Commenting Feature on the redesigned article pages.

Just for You:

[Image 1 Here]

Now you can open redesigned article pages with a single click!

You can also add comments on articles to share with your UCB
colleagues using the new comment feature on UCB Competitor Watch.
![Image 2 Here]

on the go!

Best regards.

!

Email 5 of 6
Just for You – Compiled (Federated) Drug Search Results &
Visualisation
 
Dear Colleagues, 
Last week we brought you to the New1-Click Article Viewing and
Commenting Features on the redesigned article pages of the [Company]
Competitor Watch. This week we want show you the Drug Search
Widgets plus Visualization Options.

Just for You:
![Image 1 Here]

On the [Company] Competitor Watch, just click on any of the drug
topics above to view instantly federated results! Try it now!

Insert Image: Compiled [drug] article results with Bar Chart
Visualisation.

Insert Image: Compiled Biosimilars article results with Pie Chart
Visualisation.

Insert Image: Compiled [Drug] article results with Word Cloud
Visualisation.

on the go!

Best regards.

!
Drug 1 Drug 3Drug 2
Drug 4 Drug 5 Drug 6 Drug 7

Email 6 of 6
Just for You – Competitive Intelligence Newsletters
!Dear Colleagues,
!Last week we showed you the new Federated Drug Search Results plus
Visualization Options. This week we want to you’re you a little more
about the extremely popular Competitive Intelligence (CI) Newsletters.

[Image Here]

We are now sending nearly 2,000 weekly CI Newsletters on: [List all
topics here]. Sign up for CI Newsletters.

Just for You:

Topic A Newsletter – Join hundreds of colleagues and start receiving this
comprehensive weekly [Topic A] newsletter.

Topic B Newsletter – Find out what you need to know about [Topic B]
with this informative weekly update.

Topic C Newsletter – Our most popular newsletter provides one-stop
weekly updates the latest [Topic C] news and competitive intelligence.

Topic D Science Newsletter – This unique newsletter focuses on the
latest scientific issues relating to [Topic D] .

Topic E Newsletter – This newsletter focuses exclusively on the latest
news and information about [Topic E] .

Topic F Newsletter – Another popular newsletter, this weekly update brings
you all the news, competitive intelligence and science related to [Topic
F] .

Topic G Newsletter – Don’t miss a single issue of this informative
newsletter about the latest [Topic G] news and developments.

Sign up for CI Newsletters.

the go!

Best regards.

!
!
!
Email Series 3 – Portal
Email: InfoWatch
Portal promotion (First
in series -HTML)
Goal: To drive usage
and raise awareness
Subject line: Have you
seen the New Portal?
Sign up now!

!
!
!
Email: InfoAlert
Email Alert
registration
campaign (Second in
series – text only)
Goal: To register 500
new InfoAlert users
Subject line: What
matters to you?

!
!
!
Announcements:
InfoAlert Email
Alert registration
campaign (Third/fourth
in series – text only)
Goal: To register 500
new InfoAlert users

Banner Ads
New from [Company] and [Department]
!
Drug pipeline research just
got a whole lot faster and
easier!

Introducing PipelinePlus – Register Now
(NOTE: these can be placed on Portal, library
pages, in newsletters, etc. We can make to
specification.)
!
Drug Pipeline Data
Made EASY!

Introducing PipelinePlus – Register Now

Text Announcements
Sample Text Ad 1

Drug pipeline research just got a whole lot faster and easier!
Introducing PipelinePlus, the newest drug pipeline research tool from
[Co./Dept.] that makes it easy to get and automate consolidated drug
pipeline data from multiple sources with ONE simple search.

Find out how PipelinePlus can help automate and simplify your drug
pipeline research. Click here to register now. (Seats are limited)

Text Announcements
Sample Text Ad 2

Finally, Drug Pipeline Data—Made EASY!


Text Announcements
Sample Text Ad 3

Think drug pipeline research is too difficult & time consuming? Think
again.


[Alternate call to action] HURRY, there’s still time to register for
PipelinePlus!

Influencer Emails
Sample Email (Send email mid- to late-campaign).

Subject line: An important message about PipelinePlus from [name], SVP Research [title]

Hello,

By now you’ve probably seen various announcements introducing PipelinePlus, the newest drug pipeline research
tool from [Co./Dept.] that makes it easy to get and automate consolidated drug pipeline data from multiple
sources with ONE simple search.

If drug pipeline data plays an important role in your work, and you have not already done so, please take a
moment to register for PipelinePlus.

As you know [Company] invests heavily in drug pipeline data resources to help you make more informed decisions
and maintain our competitive advantage. PipelinePlus helps automate the searching and consolidation of pipeline
data from multiple sources. It improves efficiency and accuracy of analyses, promoting more educated portfolio
investment decisions. PipelinePlus also allows us to devote more time to analysis/insight generation, and ideally,
identify opportunities sooner.

To learn more about PipelinePlus, please click here.

Thank you.

[Name], [Title]

PS – Special thanks to all those who have already signed up.

!
!
!
Influencer Emails
Influencer: Single
email from
executive
promoting InfoAlert
registration (sent
mid-campaign)
Subject line:
Important message
from [Name], SVP
[title]
Hint: write it
yourself

Posters/Slides
!
Introducing
PipelinePlus
!
The fastest, easiest way to search
multiple drug pipeline databases,
automate searches and create
reports. Sign up today!
!
Contact email@company.com for
more details
!

Posters
Guerilla: Posters
promoting InfoAlert
registration (posted
throughout campaign)
Goal: To register 500 new
InfoAlert users
Placement: Strategically
placed in common areas
at all client sites

Surveys
Some general guidelines to consider about user surveys:

• Surveys should be short with no more than five to seven questions. Use
multiple surveys if needed.
• Surveys should be automated for easier distribution and tallying.
• Since respondents are self-selecting, survey results cannot be considered
statistically valid. They do provide anecdotal evidence that can be
helpful in decision-making.
• Use a combination of multiple choice or sliding scale questions.
• Avoid neutral responses, force respondents to choose either one
direction or the other (e.g., users are either “somewhat satisfied” or
“somewhat dissatisfied” but not neutral—neutral means nothing).
• Avoid open-ended questions (most respondents won’t answer them).

!
!
!
Survey Text Announcements
Announcements:
Text
announcements in
daily newsletter
promoting reader
survey (final 3-day
push)
Goal: 100 completed
InfoMonitor reader
surveys

Guerilla Tactics
• Free food (bagels, fruit,
pizza)
• Email signatures
• Contests
• Brown bag lunches
• Content emails
• Use your imagination!

Execution and Evaluation
Execution and timing are
important. Companies are
encouraged to assign a point
person responsible for
sending emails and other
promotions, including
reaching out to other
departments and making sure
they follow through on their
commitments.

Measuring Success
It is important to monitor the success of
each effort. In most cases people respond
to emails within 24 hours and often
within a couple hours. Monitoring
responses can be as simple counting the
number of registrants after each effort,
noting which were effective and which
were less so.

While it’s important to use as many
channels as possible, not all will have the
same efficacy. Direct emails will likely
have the highest response rates and
posters may have the lowest. That said,
the net effect of a multi-pronged
approach should be greater than any
single-channel approach.

ROI Presentations
• Selling up the food chain
• Create credible success
narratives
• BLUFF – Bottom-line up front
fast
• Usage stats
• User survey data
• Testimonials
• Benchmarks
!
Email me for our white paper
sean.smith@infodesk.com

ROI Presentations
Note: The following presentation was created to show how
PipelinePlus is expected to impact [Company]. Calculations are
shown and can be adjusted upward or downward based on
actual results.

Pipeline is expected to:
• Save [Company] between $1.5 and $6 million and tens of
thousands of research hours in first year alone.
• Increase research productivity and improve accuracy of results
(derive more value from current pipeline database
investments).
• Facilitate analysis and decision making.
• Decrease missed opportunities.

ROI Presentations
Assumptions
• Simple research 1-2 hours, Complex research up to 40-60 hours; Avg.
project takes 10 hours.
• Usage varies from user to user (overall avg. of 1 project per month per
user).
• 250 researchers
• Avg. hourly rate $68

Save time & money
• Reduce the time and cost of current research efforts by estimated 75%
or more.
• 250 users @ avg. hourly rate of $68
• 10 hours per month (x12) = 2,500 x 12 = 30,000 hours
• 30,000 x $68 = $2,040,000
• Savings: $1.5+ mil.

!

ROI Presentations
Increase usage & save money
• Increase the number of research projects by 100-300% and reduce the
time and cost of those efforts by estimated 75% or more.
• 250 users @ avg. hourly rate of $68
• 30 hours per month (x12) = 7,500 x 12 = 90,000 hours
• 90,000 x $68 = $6,120,000
• Savings: $1.5 - $4.5 mil.

Increase productivity & improve accuracy
• It is hard to quantify the value of increased research productivity and
improved accuracy of results, but we can measure the increased usage
of existing databases.
• For example: If database X costs $100k per year and was searched
10,000 times in 2014 at cost of $10 per search. If we increase usage by
100-300% in 2015 it will decrease the cost per search to as low as
$1.25 per search.

ROI Presentations
Facilitate analysis & decision-making
• The goal of CI is to facilitate analysis and decision making.
• Pipeline is expected to contribute directly to this goal by speeding
research and delivery of funnel charts and other competitive
intelligence.
• What is the value of faster deliverables?

Decrease missed opportunities
• What is the cost of a missed opportunity or acquisition?
• For example: If another company acquires a smaller company, drug or
therapy for X price, and earns X $mil., that is the cost of that missed
opportunity.
• PipelinePlus is expected to decrease missed opportunities for
[Company] and increase its competitive position.
!

9 Ways to Promote Business Information
Usage

Recap of what we’ve covered today
!
Before you start, set some goals - Ask yourself, “What would a homerun look like?”

1. Make some noise - Re-launch! “New & Improved.” Recruit new readers.
2. Get noticed - Send reminders - Forward an article/Email an article (once a week)
3. Subscription Newsletters – Opt-in OR opt-out? Can you send the newsletters to
everyone for a week?
4. Advertise (cross-promote through other channels/departments such as corp. comm.)
5. Get endorsements – Send “influencer” emails from someone important (champions).
6. Conduct a survey - Hint: reader surveys can also be promotions.
7. Brand yourself - don’t let people forget your name!
8. Don’t boil the ocean – Only one topic per email!
9. Get creative - Throw a party, Have a contest, hand out bagels…
!
Finally, measure your success!
!
!

But wait, there’s more…

Links to some more useful marketing resources
!
• How to Develop a Bulletproof User Engagement Strategy, Freepint article by Sean
Smith
• 10 of the Best Email Subject Lines You've Ever Readhttp://blog.hubspot.com/
marketing/best-email-subject-lines-list
• RE: Email Subject Lines That Work?http://www.clickz.com/clickz/column/2138675/
re-email-subject-lines-that-work
• How to craft the perfect email subject linehttp://thenextweb.com/socialmedia/
2014/01/28/craft-perfect-email-subject-line/#!ywf0o
• Marketing Features Vs. Benefits - Learn the difference, and then see the difference
in your bottom line http://www.entrepreneur.com/article/34942
• Where to buy royalty-free stock photos for your promos http://www.fotolia.com
• Print stickers online http://www.vistaprint.com/customizable-stickers.aspx
!
!
!
!
!

View InfoDesk Products
About InfoDesk
Manage & Share
Actionable Intelligence
Across Your Organization
!
InfoDesk makes it easy to:
• Consolidate all your information resources
• Customize solutions to meet your needs
• Deliver relevant content to users the way
they work

How To Promote Online Information Resources

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

How To Promote Online Information Resources