Responsive Marketing: being more accessible, engaging, and purposeful

RESPONSIVE
MARKETING
WORKSHOP // 10.8.15
deeheﬀernan.com© Dee Heffernan, Inc. All Rights Reserved.

Our Capabilities Specialities
Helping them stand out
Understanding what sets our clients apart
Implementing exceptional
design with every initiative
Taking market or client
data and converting it
into actionable insights
Maximizing the use of
established internal resources
Setting clear expectations
and following-through
Making the most out of their
current marketing ecosystem
Managing all the moving parts
so that clients don’t have to
© Dee Heffernan, Inc. All Rights Reserved.

“Responsive marketing is all about making it easy for
potential customers to ﬁnd, learn about, and engage
with you. It’s about leveraging your website, your social
media, your email, and every part of your marketing
ecosystem toward ensuring a healthy ROI.”

• How to leverage your website to attract, engage, and convert potential customers
• How to be relevant and efficient on social media
• What mobile-friendly means and why it matters
• How to audit your brand ecosystem for gaps and opportunities
• What you can do today to market your business responsively (and profitably)

Integrate Evolve
Convert
Your Inspiration is your greatest asset
WHY

Imagine if…
You were only allowed to talk about your WHY.
What would you say?
Let’s introduce ourselves to the group.

Responsive Marketing begins with PURPOSE.
Here are some tools we can use to develop that purpose.
Developing an actionable brand
purpose is both Art & Science

INITIAL
SYMPTOMS
DURATION: Varies
“Mommy my
leg hurts”
Symptoms often occur
abruptly, and can be
confused for common
childhood aches & pains as
children bounce back to
play/activity after short
episodes of pain or
discomfort.
“…and then 5 minutes later
she'd be running around on
it like a crazy person again.
Kids are always saying this or
that hurts and unless it seems
like something really hurts,
you just kind of let it go.’”
INDUCTION
CHEMO
DURATION: 4-6 weeks
“At first, I didn’t
freak out. But
when they said
I couldn’t go to
school, every tear in
my eyes came out.”
Patient goes through first
round of chemotherapy,
with the first month spent in
the hospital for intense
treatments (including
intrathecal therapy)
“All you can do is put your
head down and plough
onwards, taking the only
path open to you. No time
for reflection really. You
don’t assess much. You just
keep going.”
• The treatment phase
requires significant logistical
support (financial,
transportation, lodging)
• Middle-income families
tend to experience most
financial hardship and may
turn to crowd funding when
they don’t qualify for
traditional assistance.
• Tools to help organize
information they’ve
collected over time, as well
as financial roadmaps
prove valuable early on.
COMPLETE
REMISSION
Success rate >95%
"I'm hoping
they will let
me go home.
I just want to
go home.”
Bone marrow testing reveals
that the patient presents <5%
blasts and normal
hematopoiesis. The first part
of the battle is over.
“You feel a little bit of relief,
but you don’t ever stop
worrying that the other shoe
will drop.”
Caregiver focus groups
highlight top caregiver
needs that occur
throughout treatment:
• Access to information
without medical jargon
• 24-hour hotline
• Access to info on all tech
platforms, esp. phone
• Online peer-to-peer
support (i.e. forums &
chat)
REFRACTORY
Occurs in < 5%
Patient does not respond
to Induction Therapy.
CONSOLIDATION
DURATION: 2-9 months
(depends on risk factor)
“If you have
cancer, don’t
worry. I have
cancer and
I’m brave.”
Consolidation is an intensified
treatment protocol that occurs
right after remission is achieved.
Designed to eradicate the
remainder of cancer cells.
Intrathecal therapy is continued.
“You feel a little bit of relief, but
you don’t ever stop worrying
that the other shoe will drop.”
• Caregivers and patients
begin thinking about the
future, and start falling
back into the old rhythm
of things
• Finances become an
increasing focus as
medical bills commonly
reach the hundreds of
thousands of dollars
• Parents spend time on the
internet talking about
programs, doctors and
treatments.
MAINTENANCE
DURATION: 2-3 years
“It would be nice if
there was a blog
where kids could
communicate
with each other.”
Maintenance is much less
intensive than previous
treatments and (usually) consists
mostly of oral medications given
at home. There are also
intermittent intravenous and
intrathecal medications
throughout this phase.
“This was a time of welcome,
but difficult, transition. It was
then that the phrases “long term
effects” and “secondary
cancer” really started to take on
meaning for us. Current
treatments for ALL are long, and
highly toxic to the body. There is
a price to be paid for surviving.”
• It is not uncommon for
caregivers to quit or lose
their jobs during this
period, adding more strain
to family life.
• Hospital support groups
exist for parents, but often
go underutilized.
STEM-CELL TRANSPLANT
Certain high-risk patients may be eligible.
Journey
RELAPSE
Can happen at any time
after remission. Occurs in
15-20% of cases.
Treatment protocols vary for
relapse ALL, leaving families
with less confidence in
outcomes. Depending on risk
level patients may cycle back
through INDUCTION CHEMO, or
start on completely different set
of drugs.
“Initial diagnosis is now. Relapse
is forever.”
• With the first diagnosis,
everyone rallies together.
But at relapse, a lot of
people who were around
to support families aren’t
there any more.
• Parents can show signs of
PTSD after relapse
• With initial diagnosis,
families are often intact;
but as they go through
treatment, families don’t
always remain this way.
• Siblings are often the
forgotten group that
suffers silently to keep the
peace.
Patients are
eligible for
Blincyto after
2nd relapse.
v
DIAGNOSIS
DURATION: 3-4 Months
"Mommy make
it go away, it
hurts so bad I
can't breath.”
Symptoms may escalate
dramatically within just a few
weeks, resulting in a visit to
the PCP or ER. After initial
blood tests, the medical team
will act quickly to refer the
patient to a specialist for
same-day confirmation.
“Finally, a team of doctors
came down and were
introduced to us as ‘the
pediatric oncology team.’
Oncology......that word
resounded in my head - it was
seriously like what you see on
TV - slow motion and the world
stopped. It was at that
moment I knew my worst
nightmare had come true.”
• The early stages are the
most emotionally charged,
as well as the most
confusing.
• Parents seek books/
resources tailored to
helping child understand
what’s happening.
• Emotions make it hard for
parents to process logistics.
• Communicating “palliative
care” options as early as
possible is a current gap in
most HCP protocols.
* Some children with ALL experience
significant adverse effects during
induction chemo. Toxicity can
result from the chemotherapeutic
agents or from the rapid
elimination of a large tumor burden
(ie, tumor lysis syndrome).
* Life-threatening adverse effects of
induction therapy include tumor
lysis syndrome, thrombosis,
bleeding, and infection. Other
acute side effects include
mucositis, pancreatitis, and
hyperglycemia.
© Dee Heffernan, Inc.

Market Personas

“Every four days, we had to sterilize the place where the catheter went into his body. The hole for the catheter was right beside his heart. Infection there would
kill him quickly. We were shown how to clean the catheter site within the first few days of his diagnosis. One of our nurses demonstrated using a plastic toddler
doll. But the doll didn’t squirm. The doll didn’t feel any pain. As I watched her, I knew our experience was going to be a whole different story…”
Caregiver of a Young Child
Monica, 34
Mom
During the next several hours, numerous people came in and out of the room. They all talked to me in a
tone that seemed like they knew something was very wrong. Like the evidence was so strong but they
just needed to confirm it. But confirm what? What was going on???? Kyle eventually made it to the
hospital from Richmond and we waited for hours in the ER to see the doctor. Finally, a team of doctors
came down and were introduced to us as "the pediatric oncology team." Oncology......that word
resounded in my head - it was seriously like what you see on tv - slow motion and the world stopped. It
was at that moment I knew my worst nightmare had come true. They sent the oncology team because
they thought my sweet, innocent, baby girl had cancer.
And so it began. The moment no parent should ever have to endure and certainly no innocent child.
The moment I hope you never have to experience. The moment I realized I didn't have my life full of
sunshine anymore. The end of the "fairy tale." For now, anyway. This moment began what will be a very
long road into a plethora of uncertainties. The kind of uncertainties that cause you to look in the mirror
and wonder if you had a second chance, would you have done things differently.
Nurse
in training
Logistics
Engineer
Spirit
Raiser+ + + Life
Protector=
Acute Stress
Disorder
40% dads ;
>50% moms
Persona

Experience Arcs

Brand Purpose / Brand Fight Why you exist. Your beneﬁt to humanity / What you’re against
Human Behavior Change
from: ____________________________________ to: _____________________________________
Customer Journey (Phases)
Current Mindsets/Attitudes
Current Behaviors
Desired Behaviors
Barriers to Desired Behaviors
Brand Experience
KPIS/Success Metrics
Experience Arc

Brand Ecosystem

Ecosystem A community of channels functioning as a whole to build relationships with consumers.
company website
pinterest
partner/afﬁliate websites
CRM (Email Marketing)
facebook
welcome wagon
local print ads
SEO
Customer Journey Waiting of “Someday” I Need a Change I Have Options Leap of Faith Under Construction New & Improved
Mindsets/Attitudes
complacent
confused about how to get
started toward goal
fed up
hesitant
inspired
overwhelmed
anxiously optimistic
inspired
fatigued
stressed
proud
relieved
PPC and targeted blog advertising
In-Person Promotion

Let’s put it all together now.
List out all the elements of your marketing ecosystem with regard to your customer’s journey :
What seem to be the main key barriers?
5 Minutes

1. Gain local awareness
2. Differentiate
3. Convert Lead
1. Local SEO + PPC
2. Social Media
3. Email Marketing
4. Brand Identity Re-Fresh
5. Website
6. Content Creation & Distribution
7. Print Advertising
Approach: One-Oﬀ vs. Integration

31. Increase your reach to tablet and mobile audiences
2. Increase sales and conversion rates
3. Increase your visibility in search engines
Advantages of Responsive Web Design

Keeping mobile visitors engaged
When done poorlyWhen done right
said they would be
likely to return to the
site in the future
74%
said they’re more
likely to buy a site’s
product or service
67%
said that if they didn’t find what
they were looking for immediately,
they’d quickly move to another site.
61%
said that a bad mobile
experience made them less
likely to engage with a
company
52%
Source: Research study from Google, Sterling Research and SmithGeiger, 2012

Responsive Design = Google Approved
"The mobile-friendly update will boost the rankings of mobile-friendly pages... in mobile search
results worldwide. Conversely, pages designed for only large screens may see a significant
decrease in rankings in mobile search results.” - Google
Source: developers.google.com
Preferred

Homework
1. Work on articulating (and testing) your human purpose
2. Audit your ecosystem for opportunities to be more responsive
3. Start planning today for 2016

Thank you!
dee@deeheﬀernan.com

Responsive Marketing: being more accessible, engaging, and purposeful

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (19)

Similar to Responsive Marketing: being more accessible, engaging, and purposeful

Similar to Responsive Marketing: being more accessible, engaging, and purposeful (20)

Recently uploaded

Recently uploaded (20)

Responsive Marketing: being more accessible, engaging, and purposeful