This document provides guidance on evaluating whether to build a website for an organization. It outlines key steps to determine if a website offers a competitive advantage and strategic fit. The document discusses conducting internal and external digital audits to identify opportunities and assess capabilities. It also provides an example of an integrated multichannel digital strategy for a pharmaceutical brand to engage general practitioner stakeholders through a branded European website and online community. The document concludes by recapping the decision process through a flowchart and emphasizing the importance of integrating digital channels into the overall communication strategy.

1. “Sometimes the answer is
not to…. build a website”
John Lyttle
Mar 2013
Building the Digital Toolkit
http://uk.linkedin.com/pub/john-
lyttle/4/2a9/b28/

2. How to evaluate the capability of your organisation to
deliver digital assets within the planning timelines
Key steps in the process of building a fully integrated
multichannel digital strategy
How to determine if a website offers you a competitive
advantage and is a strategic fit with your current plan
Our 3 key learning objectives…

3. Content
 Where to start
 What is the opportunity?
 Do we have the capability?
 Is there a strategic fit?
 The digital toolkit
 The decision tree
 Feedback and questions

4. Where to start….

5. Why do you want to build a website ?
Requires less investment than a sales
force
Other affiliates have one
It is a novel way to deliver our message
Other brands in the organisation
have oneIt will be easy to adapt our existing campaign
material
Our agency suggested it

6. What is our strategic marketing challenge
- Patient flow
Potential value lever
of growth
Current volume levers
of growth
Potential volume
levers of growth
PatientsRelevant patient
group
Current treatment
outcome
suboptimal
Patient suitable
for advanced
therapy
Recommended
for brand
Funding
approved for
brand
Patient value
}
}

7. What is our strategic marketing challenge
- Stakeholder map
Peers Stakeholder
GP Rx
Opioid's
KOLs &
peers
Budget
holders
Rheumatologist
for Joint pain
Pain specialists for
nerve pain
Oncologists cancer
pain
Patients/
carers
Pharmacy Insurers
Influences
Economy Co-pay
arrangements
Internet,
press, nurses
physio/T
Published
evidence
industry
support
Guidelines &
International KOL’s &
industry
physiotherapists
Guidelines
Reimbursement
wholesaler stock
Gov funding
H/E data

8.  What is available from whom
 Review independent professional online networks
 How do our key stakeholders utilise digital tools
 What technology/channels are used
 Where are the gaps/opportunities
External Digital Audit

9. What is the opportunity ?

10. 1st Decision – Is there an opportunity to
capture customers
Can we expand stakeholder engagement?
Have all stakeholders needs been addressed?
Can we do a better job than the competition?
Is there a new technology we can leverage?
Is this the best way to communicate our key
messages – strategic fit?

11. Do we have the capability?

12.  Review the content of your corporate site and
meet with developers/agencies
 Review the content of existing digital assets
and meet owners/agencies
 Discuss with HQ and affiliates
 Seek the input of the cross functional team
Internal digital audit

13. 2nd Decision - Do we have the
capability?
What IT support/expertise is available ?
Understand the restrictions of the existing content
management system?
What resources are available from HQ/affiliates/brand
portfolio/budget?
How experienced is the organisation
(medical/marketing/pharmacovigelence/agency partners?
Will it fit existing timelines (launch, events, publications)?

14. Is there a strategic fit?

15.  Educate target audience
 Deliver key messages/brand awareness
 Support existing channels
 Short Term tactical need- event-study-launch
 Platform for digital toolkit – sales detail ,risk
management, meeting content, thought leader
engagement
 Repository for content
 Building a customer community
Have an achievable objective

16.  Relevant to the business objective
 Agree with all parties what is to be measured
 What does success look like
 Timeline
 Budget
Develop SMART Digital CSFs

17.  Message matrix
 Descriptors (from SmPC, protocols, clinical data
reports, value documents etc.
 Key messages
 Target audience
 Supporting references
 Channel integration
Building a digital communication
strategy

18. Gap analysis
Has a tailored key message been delivered to all stakeholders ?
Has the key message been delivered via multiple channels?
Can we improve the supporting data?
Have we addressed future opportunities/threats?

19.  Website –promo/nonpromo
 Promo- corporate/stand alone
 Part of global/with unique local content
 Independent web asset
 Simple/Complex/Mobile ready
 Level of security
What kind of website

20. Looking beyond the web

21. The digital toolkit – here is
one I prepared earlier

22. Integrated multichannel strategy
Analysis
Levers of growth
Stakeholders
Ext. digital audit
Opportunity
Int. digital audit
Increase use of brand
no online resource to focus needs of
the elderly patient with osteoarthritis
at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-
inflammatory

23. Integrated multichannel strategy
Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+
GPSIs within 6 months to participate in
international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK
content
Use of web key, target launch to 1st of 4 key
national meetings run by BMJ targeted at GPSIs
in osteoarthritis, integrate with company
portfolio, and patient centred initiative on
facebook and twitter
Anti-
inflammatory

24. Brand.eu
Live Launch of site
Joint Exhibit
Webkey to
Brand.eu
Integrated multichannel example - GP
online
Mini
Symposium
Launch of BMJ IPod
App
Anti-
inflammatory
Launch of patient
focused initiative

25. Results
 During the meeting series – 120 GPSIs registered
for Brand.eu
 4 separate mini-symposia were created at the UK
events and delivered on-line across Europe
 Audience poll revealed 80% of GPSIs accepted
key brand messages
 50+ UK GPSI’s participated in International
workshops
 All targeted territories reported an increase in
sales

26. The decision tree

27. So now we have a process
Determine if digital offers you a competitive advantage and is a
strategic fit with your current plan - Complete a digital
environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the
planning timelines – Undertake an internal audit of digital
capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated
multichannel digital strategy – Include digital channels in the
message matrix, identify communication gaps, develop digital CSFs
 Integrate all existing promotional activates into the digital plan
 Build the XFT responsible for delivery and maintenance of the digital
assets

28. Recap - Decision tree (some pitfalls) Decisions
1 – Opportunity
2- Capability
3 – Strategic fitYES NO
Asking the agency is not ideal
Invest in existing digital services2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT – good luck
3
Focus on traditional channels

29. Are you ready to go and capture your
customers?
Questions and
feedback