Pre scribed webinar 3: Design Your Content

6 doses for a healthy

global online marketing launchWebinar 3: Design Content to Fit Your GoalsPresented by: Christine Mortensen & Greg Lyon

Pre_Scribed is a webinar series sponsored by:

Ask questions:• though the Chat window in the upper right corner of your screen to:

Pre_Scribed - Questions• via Twitter to @Pre_Scribed• via email at [email protected]

Audio access:Phone number: [1-866-469-3239]Access Code: [796 047 790]Meeting Password: Vodori1

Pre_Scribed Webinar Series Overview

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

Please stay in touch with us through Twitter by following us @Pre_Scribed and also by checking our Pre_Scribed page (http://www.vodori.com/pre-scribed.html) for updates.Step 3: Design Content to Fit Your Goals

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Define Goals for Your Global Online Marketing Program

Find Partners & Devise a Game Plan

Design Content to Fit Your Goals

Coordinate your Channels

Implement Your Program

Evaluate Your Success, Maintain Momentum, and Grow Your Program

June 15, 2011 | 2

http://www.vodori.com/pre-scribed.html


Pre_Scribed About Vodori

Understand: • current interactive

portfolio• business objectives• user needs • competitive landscape

To create a plan for relationship building online

Create: • wireframes • visual design• content for all written

and visual media

To cohesively express brand personality online

Apply:• Vodori methodology

coupled with best-in-class technologies

To build the online presence

Provide:• training• ongoing support• online marketing

program management (SEM, Social Media, etc.)

To ensure continued success

FULL LIFECYCLESUPPORT

Step 3: Design Content to Fit Your Goals June 15, 2011 | 3

Pre_Scribed About Today’s Presenters

Christine Mortensen: As a Creative Web Producer, Christine is in charge of producing compelling content for online marketing campaigns and website initiatives. She works directly with clients to make sure their ideas and visions are communicated effectively and beautifully. With a background deeply rooted in Visual and User Experience Design, she has a keen eye for online trends. Leveraging information from multiple tools, Christine analyzes and reports on these trends to help both the Vodori team and its clients track success and plan for opportunity.

Greg Lyon: As a Strategy Associate, Greg is responsible for providing overall project support throughout all phases of Vodori strategy engagements. Greg focuses his energy enacting thoughtful online promotion campaigns, mapping web analytics to business objectives, and vetting project plans in their ideation phase. Greg holds dual BA degrees in Economics and Spanish and comes to Vodori with prior experience as a private equity analyst and online lead generation entrepreneur.

Step 3: Design Content to Fit Your Goals

Greg Christine

June 15, 2011 | 4

Pre_Scribed 10 Steps to Create & Design Successful Content


(1) Apply Findings from Initial Strategy Phase(2) Align Message to Business Objectives(3) Determine Roles & Responsibilities(4) Conduct a Content Assessment(5) Develop Tone (6) Adapt Offline Content to the Web(7) User Experience (UX) & Information Architecture (IA)(8) Wireframes & Visual Design(9) Search Engine Optimization(10) Medical and Legal Regulatory Review

June 15, 2011 | 5

Pre_Scribed (1) – Apply Findings from Initial Strategy Phase


• Catalog of pre-existing content• Cross-linking Opportunity Summary

• Business Objectives Summary• Site Charter

• Competitive Assessment Scorecard• Analogue Best Practices

• User Needs Summary•Web-adapted user personas• Preliminary Content, SEM and SEO Strategy

Site charter, user needs summary, and web-adapted personas provide critical guidance to the overall

content strategy.

Your Current Interactive Portfolio

Business Objectives

IndustryAnalysis

User Needs

June 15, 2011 | 6

Pre_Scribed

Healthcare content can be complicated and runs across a diverse set of users with varied informational requirements:

The key is to create content that is appropriate for each of these users. The overriding rule: know the audience for the content that you create.

(1) – Apply Findings from Initial Strategy Phase, cont’d…

Patient HCP Payer Provider Caregiver


Pre_Scribed (2) – Align Message to Business Objectives


word of m

outh

An effective message connects target audiences and fosters dialogue by:• Introducing • Educating• Advancing to call-to-action• Creating affinity• Inspiring

Viewing these interactions in the context of the traditional marketing funnel aligns the digital message to broader business objectives and offline goals.

June 15, 2011 | 8

Pre_Scribed (3) – Determine Roles & Responsibilities


Knowing when to enlist help from a partner, hire a contractor, or devote internal resources to content creation can make or break your content’s success. Below are some of the roles and responsibilities you may need to account for:

For more information on the partner selection process, consult the second installment in the Pre_Scribed webinar series, Choose Partners & Devise a Game Plan.

Copy– Copywriter

(Digital/short form focus)

– Copywriter (Scientific or Medical focus)

– Editor

Video– Copywriter

(Script)/Storyboard creator (usually a Designer)

– Director– Editor– Producer

Audio– Copywriter (script)– Voice-over talent– Recording

space/equipment

UX– Content Strategist/BA– Information Architect– Interaction/Usability

Designer

Design– Visual Designer– Production Designer

Development– Front-end developer

(HTML/CSS, Javascript)– Back-end developer

(database design)

June 15, 2011 | 9

http://www.vodori.com/pre-scribed/find-partners-and-devise-a-game-plan.html

Pre_Scribed (4) – Conduct a Content Assessment


What assets have you already created?Re-purposing existing content demands far less resources than creating original content from scratch

Investigate the following: Print or other Non-Digital Marketing Collateral Internal Presentations Training Materials Product Packaging & Inserts Technical or Scientific Documentation Offline Sales Aids Press Releases & Articles Customer Testimonials

June 15, 2011 | 10

Pre_Scribed (5) – Develop Tone


Personality:

Formality:

Reading Level:

Level of Science:

Other considerations: Geography, Culture, Ethnicity

Note: Tone is communicated in more than just your text; make sure that the style of your images and other media match the tone you set.

Tone is the personality or feel of your content.Understanding who you are speaking to and what action you want them to take will help you determine your content’s tone.

warm/inviting clinical

conversational highly formal

5th grade post-doctorate

informative & supportive advanced/highly technical

v

v

v

v

June 15, 2011 | 11

Pre_Scribed (6) – Adapt Offline Content to the Web


When adapting offline content (or creating new content) for the web, review the following items to ensure compliance with digital best practices:

Adapted from Health Literacy Guidelines, Rhode Island Health Literacy Project, available at: http://hari.org/rihlp/, last visited 3/20/2011

Text— Emphasize primary message and calls to

action with abbreviated supporting content Use words of appropriate length; craft

sentences that are short and to the point Create headlines and copy that incorporate

targeted SEO keywords Create content in bite-size chunks and

utilize a content hierarchy that leverages formatting through appropriate headings

Avoid any acronyms or abbreviations that will be unknown to the reader

Layout— Use illustrations, pictures and graphics

whenever possible to help illuminate your points

Use color to call attention to headlines and important information

Be aware of a highly engaged audience – content consumption on the web is a more active experience than traditional channels

Know the information your audience desires at their fingerprints and make it highly visible

June 15, 2011 | 12

http://hari.org/rihlp/

Pre_Scribed (6) – Adapt Offline Content to the Web, cont’d…

June 8, 2011 | 13Step 3: Design Content to Fit Your Goals

Adapting offline content to the web must strike a balance between your marketing message, tone, and overall look and feel:

Overwhelming Balanced

Pre_Scribed (7) – User Experience & Information Architecture


Source:User experience definition- Wikipedia

User experience (UX) is the practice of defining a person's perceptions and responses that result from the use or anticipated use of a product, system or service.

Source: Peter Morville’s User Experience Honeycomb

The goal of user experience is to

create value for both the user and the business

June 15, 2011 | 14

http://en.wikipedia.org/wiki/User_experience%23cite_note-0

http://www.semanticstudios.com/publications/semantics/000029.php

Pre_Scribed (7) User Experience & Information Architecture, cont’d…


Source: Jesse James Garrett 2000

Elements of user experience:1. Site objectives & User needs

2. Functional Specs & Content

Requirements

3. Interaction Design &

Information Architecture

4. Information Design (Interface

Design & Navigation Design)

5. Visual Design

June 15, 2011 | 15

http://www.jjg.net/elements/

Pre_Scribed (7) – User Experience & Information Architecture, cont’d…


Site architecture helps you determine:• What content goes where (on your site)• Navigation structure & taxonomy• Cross-linking, user flows, brainstorm additional functionality

June 15, 2011 | 16

Pre_Scribed (8) – Wireframes & Visual Design


Wireframes:• Determine the content hierarchy per page• Vet interaction & functionality• Aid Visual Designers, focus on look & feel

June 15, 2011 | 17

Pre_Scribed (8) – Wireframes & Visual Design, cont’d…


Developing user, functional, and technical requirements, yields discoveries that effect the content of your site and inform the overall look & feel.

Your opportunity: Ensure users can share your content across channels (e.g., email to a friend, post to a social network, reviews/feedback)

June 15, 2011 | 18

Pre_Scribed (9) – Search Engine Optimization

Technical

Link-Building

Content


Purposeful content creation strategy paired with on-page optimization techniques.

Ensure accessibility and compliance with search engine crawlers.

Build content authority and improve visibility through relationship marketing.

June 15, 2011 | 19

Pre_Scribed (9) – Search Engine Optimization


Content Technical Link-Building

• Keyword Research• URL Conventions• Title Tags• Header Tags• Meta Descriptions• Canonical Tagging• Alt Tags

• Domain Management• Site Hierarchy• Site Speed• Status Codes• JavaScript• Rich Media (i.e., flash)• robots.txt

• Relationship Building• Content Relevancy• Link Requests &

Exchanges• Purchasing Links• Social Media

June 15, 2011 | 20

Pre_Scribed (10) – Medical & Legal Regulatory Review

Content Creation by Marketing

Team

Review by Legal

Revision by Marketing

Team

Final Approval by Regulatory

Publication

Develop a process that supports ongoing content creation, review, and publication:

Revision of Already-Published Content

Review by Regulatory

Review by Medical

Factors impacting development of process:•New team?• International?•New therapeutic area?•Signature requirements?•Workflow management: digital v. manual?


Pre_Scribed Market Your Content – Webinar 4 Teaser


Pre_Scribed Thank You!

To learn more about this series, visit: http://www.vodori.com/pre-scribed.html

For further information about this presentation, contact:Rob DeMento• 312.324.3626

[email protected]

Ask questions:via Twitter to @Pre_Scribed

• via email at [email protected]



Pre scribed webinar 3: Design Your Content

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