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#CAAAAPITAL
GLOBAL PHARMA MARKETING SUMMIT 2012
ALEKSANDAR STOJANOVIC
GETTING SERIOUS WITH DIGITAL PHARMA
Can you hear tha...
How to
...crack the corporate
piggybank* for serious
digital investment?
* = CxO´s spreadsheet
Well. It takes
two things...
Well. It takes
two things...
1. Trust
2. Business Case
Building
trust.
!
Building
trust. BUT HOW?!
Building
trust. RELIABILITY
Building
trust. EMPATHY
Building
trust. FOCUS
Building
trust. NETWORKING
Building
trust. LEARNING
Building
trust. POWER
Building
trust. INFLUENCE
Building
trust. DO I REALLY
HAVE TO
EXPLAIN IT?
Building
trust. Okay. BE GOOD
GROWTH + PROFIT + VALUE
= BIG SHAREHOLDER LOVE
Second.
Business
Case.
EASY. EASY. EASY. EASY.
SUUUUUUUUUUPER EASY.
Yeah. Nice.
But how?
Match your
perspective!
Prepare the
numbers!
Tell the story.
Use known concepts.
A Global Player.
A Global Player.
In Media.
A Global Player.
In Media?!
Circulation: 575.280 Copies
Cost per Message: € 40.400,- (1/1 Ad)
Circulation: 575.280 Copies
Cost per Message: € 40.400,- (1/1 Ad)
MEDIA COST PER MESSAGE PER READER
€ 0,07
Circulation: 1.266.188 Fans
2nd Level Circulation Factor: 5,2x
MEDIA COST PER MESSAGE PER READER
€ 0,00
BME
BOUGHT MEDIA
EQUIVALENT
BME
Cost of one message
sent to one recipient via
the bought media
benchmark.
Circulation: 1.266.188 Fans
2nd Level Circulation Factor: 5,2x
BME Baseline: € 0,07
€ 476.036,05
BOUGHT MEDIA EQUIVALENT
P...
BME
BEST NEW
FRIEND
€ 476.036,05
Now... Just send 20 messages
to multiply that by twenty.
€ 9.520.721,00
Circulation: 124.426 Follower
Retweet Factor: 1,3x
BME Baseline: € 0,07
€ 11.359,96
BOUGHT MEDIA EQUIVALENT
PER EACH SINGL...
BME
DON´T MESS WITH MY BME!
Easy big savings:
Eat the agent*.
• Bypass the marketing value chain.
• Own both, media, access and relationship.
An agent...
„YOU F.......G B..........D! YOU STOLE
MY F.......G CALIFORNIA CONNECTION!“
Bypassing the agent.
Pharma can do that
as well. Let's take a
look at cardiology.
12.146 Sold Copies
Message Cost per Issue: € 4.060,- (1/1 Ad)
BME = € 0,33
BME
BOUGHT MEDIA
EQUIVALENT
Build a cardiology media
with 10.000 users!
Initial Investment € 200.000,-
Annual P&L Cost / Y...
Hello Business Case.
• Annual lifecycle budget of € 106.000,-
buys 317.112 messages in bought media
makes 1.000.000 messag...
C-Level Booster.
From Cost to Capex.
Bought media is pure cost. That's the smelly "L" in P&L. “Bye bye, cash-money“.
Owned...
Marketing Voodoo?
Not in the board room!
"Engagement. Bla. Brand Loyalty. Bla bla. Share-Of-Voice. Bla.
Interactive. Blabl...
So is it a bird?
Nope. It is a high-value
business case.
Welcome. You
are a media
business now.
You own media now.
But it´s worthless!
„But we have that supergreat scientific content
which I want everybody to love!“
Google „Leaked AOL Content Strategy“
Fine. You own content.
It´s worthless!
You need a format*.
The overall concept, premise and
branding of a program.
* This is the true weakness of global pharma a...
Example.
Mobile Network Operator.
Isn't it funny? While pharma and healthcare marketing has heavy restrictions on
discussi...
The Media:
Antenna.
The Content.
Data.
The Format:
Everlasting Love.
https://www.youtube.com/watch?v=T6XwBpsaaGc
See... it's not an antenna!
It is a promise. Wrapped in a content format.
True, unconditioned and everlasting love.
Now.
Get your budget. Build your owned
media platform. Create a format.
Rule your category. Have fun.
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Global Pharma Marketing Summit 2012 | Digital

Aleksandar Stojanovic shocked and woke up some sleeping marketers, brand directors and communication leaders from the pharma and healthcare industry during his talk at the "Global Pharma Marketing Summit" in 2012, where he enjoed giving some candid real-world advice on "How to crack the corporate piggybank for serious digital investments." On a side note he shared some hints on how to make pharma marketing and brand stories suck less.

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Global Pharma Marketing Summit 2012 | Digital

  1. 1. #CAAAAPITAL GLOBAL PHARMA MARKETING SUMMIT 2012 ALEKSANDAR STOJANOVIC GETTING SERIOUS WITH DIGITAL PHARMA Can you hear that tweet in your balance sheet?
  2. 2. How to ...crack the corporate piggybank* for serious digital investment? * = CxO´s spreadsheet
  3. 3. Well. It takes two things...
  4. 4. Well. It takes two things... 1. Trust 2. Business Case
  5. 5. Building trust. !
  6. 6. Building trust. BUT HOW?!
  7. 7. Building trust. RELIABILITY
  8. 8. Building trust. EMPATHY
  9. 9. Building trust. FOCUS
  10. 10. Building trust. NETWORKING
  11. 11. Building trust. LEARNING
  12. 12. Building trust. POWER
  13. 13. Building trust. INFLUENCE
  14. 14. Building trust. DO I REALLY HAVE TO EXPLAIN IT?
  15. 15. Building trust. Okay. BE GOOD
  16. 16. GROWTH + PROFIT + VALUE = BIG SHAREHOLDER LOVE Second. Business Case.
  17. 17. EASY. EASY. EASY. EASY. SUUUUUUUUUUPER EASY. Yeah. Nice. But how?
  18. 18. Match your perspective!
  19. 19. Prepare the numbers!
  20. 20. Tell the story. Use known concepts.
  21. 21. A Global Player.
  22. 22. A Global Player. In Media.
  23. 23. A Global Player. In Media?!
  24. 24. Circulation: 575.280 Copies Cost per Message: € 40.400,- (1/1 Ad)
  25. 25. Circulation: 575.280 Copies Cost per Message: € 40.400,- (1/1 Ad) MEDIA COST PER MESSAGE PER READER € 0,07
  26. 26. Circulation: 1.266.188 Fans 2nd Level Circulation Factor: 5,2x MEDIA COST PER MESSAGE PER READER € 0,00
  27. 27. BME BOUGHT MEDIA EQUIVALENT BME Cost of one message sent to one recipient via the bought media benchmark.
  28. 28. Circulation: 1.266.188 Fans 2nd Level Circulation Factor: 5,2x BME Baseline: € 0,07 € 476.036,05 BOUGHT MEDIA EQUIVALENT PER EACH SINGLE FACEBOOK POST
  29. 29. BME BEST NEW FRIEND € 476.036,05 Now... Just send 20 messages to multiply that by twenty. € 9.520.721,00
  30. 30. Circulation: 124.426 Follower Retweet Factor: 1,3x BME Baseline: € 0,07 € 11.359,96 BOUGHT MEDIA EQUIVALENT PER EACH SINGLE TWEET
  31. 31. BME DON´T MESS WITH MY BME!
  32. 32. Easy big savings: Eat the agent*. • Bypass the marketing value chain. • Own both, media, access and relationship. An agent is someone, who is making trizillions of cash by limiting access to something - in order to monetize that specific access by taking fees or commision. Just like media.
  33. 33. „YOU F.......G B..........D! YOU STOLE MY F.......G CALIFORNIA CONNECTION!“ Bypassing the agent.
  34. 34. Pharma can do that as well. Let's take a look at cardiology.
  35. 35. 12.146 Sold Copies Message Cost per Issue: € 4.060,- (1/1 Ad) BME = € 0,33
  36. 36. BME BOUGHT MEDIA EQUIVALENT Build a cardiology media with 10.000 users! Initial Investment € 200.000,- Annual P&L Cost / Year € 40.000,- Total Lifecycle Cost (3 Years) € 320.000,- Annual Lifecyle Cost € 106.666,- 1 Message one User (BME) € 0,33 1 Message all Users € 3.300,- 100 Messages all Users (1 Year) € 330.000,- 300 Messages all Users (3 Years) € 990.000,-
  37. 37. Hello Business Case. • Annual lifecycle budget of € 106.000,- buys 317.112 messages in bought media makes 1.000.000 messages in owned media • Upside of 682.888 messages sent! • Break-Even in 1,2 years
  38. 38. C-Level Booster. From Cost to Capex. Bought media is pure cost. That's the smelly "L" in P&L. “Bye bye, cash-money“. Owned media is property and immaterial asset. Like. „Hello, balance sheet!“
  39. 39. Marketing Voodoo? Not in the board room! "Engagement. Bla. Brand Loyalty. Bla bla. Share-Of-Voice. Bla. Interactive. Blablabla. Viral. Gamification. Blabla. Halo-Effect. Bla." I agree. 100%. Digital, mobile and social media is so much more than plain numbers and quantites. Amongst Colleagues work actively with all the knowledge and concepts you have. But remember, that is not the right language for the board room. Please. Make your C-level executive's life easy.
  40. 40. So is it a bird? Nope. It is a high-value business case.
  41. 41. Welcome. You are a media business now.
  42. 42. You own media now. But it´s worthless!
  43. 43. „But we have that supergreat scientific content which I want everybody to love!“
  44. 44. Google „Leaked AOL Content Strategy“ Fine. You own content. It´s worthless!
  45. 45. You need a format*. The overall concept, premise and branding of a program. * This is the true weakness of global pharma and healthcare marketing! Fix that for your brand and get drowned in promotions, awards and speaker assignments.
  46. 46. Example. Mobile Network Operator. Isn't it funny? While pharma and healthcare marketing has heavy restrictions on discussing product and product specification, true brands do not care at all about their product specs. They know, that people only make emotional decisions. And in case they use specs, they wrap them in a stroy and format. MNO's took that to perfection. And please, don't tell me this industry is totally different. I know both industries and a dozen more.
  47. 47. The Media: Antenna.
  48. 48. The Content. Data.
  49. 49. The Format: Everlasting Love.
  50. 50. https://www.youtube.com/watch?v=T6XwBpsaaGc
  51. 51. See... it's not an antenna! It is a promise. Wrapped in a content format. True, unconditioned and everlasting love.
  52. 52. Now. Get your budget. Build your owned media platform. Create a format. Rule your category. Have fun.

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