Pre_Scribed Series Chapter 1: Define Goals 1/19/2011

6 doses for a healthy

global online marketing launchWebinar 1 : Define Goals

Presented by: Scott Rovegno & Rob DeMento — January 19, 2011

Pre_Scribed is a webinar series sponsored by:

Audio access:Phone number: 1-866-469-3239 Meeting Number: 796 281 994Meeting Password: Vodori1

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]

Step 1: Define Goals

Pre_Scribed Webinar Series Overview

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

Stay in touch with us in between webinars through Twitter, by following us @Pre_Scribed and register at http://prescribed.eventbrite.com/ to receive email updates.January 19, 2011 | 2

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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

http://prescribed.eventbrite.com/

http://prescribed.eventbrite.com/


Pre_Scribed About Vodori

January 19, 2011 | 3

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


Pre_Scribed Assessing the Current State and Defining Goals

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Your Current Interactive Portfolio

Business Objectives

IndustryAnalysis

User Needs

• Corporate Sites• Product Sites• Unbranded and

non-promotional sites• Communities and

other extensions• Social Media

What your online presence says today and who it speaks to.

• Strategic Plans• Markets: Domestic

vs. International• Unique Marketing

Challenges (Boxed warning, off label use, etc.)

• Competitive Assessment• Industry best practices• Lessons learned

from other industries

• Market research• Focus groups• Existing analytics• Adapting the

offline world to create rich online user personas

Marketing requirements for your online presence.

Benchmarking the competition; identifying opportunities.

Features and functionality that will enhance user experience.



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IndustryAnalysis

User Needs

Business Objectives



Pre_Scribed Examining the Current Online Landscape

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Your company’s online presence likely has many layers:

A critical first step in planning a successful campaign is gaining an understanding of your company’s overall interactive landscape and how the various pieces fit (or will fit) together.



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Business Objectives


IndustryAnalysis

User Needs

Business Objectives


Pre_Scribed Online Strategy: Grounded in Business & Marketing Strategy

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Through comprehensive stakeholder interviews, research, and the harvesting of pre-existing plans, gain an understanding of strategy implications for the Web:

• Short and long term goals• Partnership opportunities• Critical success factors

and metrics• Alignment with existing initiatives

• Segmentation•Market preparation• Consumer focus• HCP focus• International markets• Regulatory challenges

• Job applicants• Attract new investments• Enhance information

for shareholders• Competitors

Business Strategy

Marketing Strategy Other Considerations

Step: Define Goals

Pre_Scribed Mapping Online Initiatives to the Broader Strategic Plan

Physician ResourcesWebsite

ProductWebsite*

Disease Info Website

for Patients

Product.fr

Phase 0Pre-Launch

Phase 1 NDA Filing

Phase 3 Global Launch

CorporateWebsite

Corporate.fr

January 19, 2011 | 9

Phase 2 Approval

*Content under constant evolution depending on drug development stage, approval, and indications

Your online strategy cannot be developed in a vacuum. We advocate for close collaboration between all channels to create an impactful, coordinated effort.

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Pre_Scribed Sidebar: Regulatory Constraints and the Review Process

Step 1: Define Goals January 19, 2011 | 10

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?



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IndustryAnalysis


IndustryAnalysis

User Needs

Business Objectives


Pre_Scribed Competitive Analysis: Sizing up the Competition

Attributes of competitive sites are examined based on a number of objective criteria (meaning that a score can be ascribed to each attribute):

In addition, other brands are evaluated on a more subjective basis to both understand how they manage their online presence and provide a “sanity check” to the objective analysis:

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Audience Segmentation

Navigation & Usability

Branding, Promotion

& Comm.

Site Features & Functionality

ContentSearch Engine

Marketing

Digital Marketing Funnel

Drive Purchase & Use

Foster Brand Loyalty

Visitor Education Data CaptureSite Greetings


Pre_Scribed Sidebar: The Digital Marketing Funnel

January 19, 2011 | 13

digitaltouchpoint

participants


Pre_Scribed Competitive Analysis: Quantifying Attributes

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Pre_Scribed Competitive Analysis: Examples of “Analogues”

Analogues for an Orphan Drug:• Patients seeking control over their symptoms• Physical symptoms that can be difficult/painful to explain or discuss• Caregivers play an important role

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UserNeeds

IndustryAnalysis


User Needs

Business Objectives


Pre_Scribed User Needs: What Customer & Stakeholders Seek

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Focus Groups

Physician Patient

Interviews

Company Employee Interviews

Market Research

Existing Analytics

& SEO/SEM

Study

Other?

Rich User

Personas

Focus groups and interviews yield user requirements and language expectations that drive SEM & SEO

Company employees can assist in driving important features; also can teach you “where to look” for additional information

To the extent that relevant web properties exist, analysis of visitor and content trends can help drive content strategy and SEO/SEM considerations

Market research is a necessary component that provides invaluable background information


Pre_Scribed Sidebar: Examining Pre-Existing Analytics; SEO & SEM Analysis

January 19, 2011 | 18

Source Visits Pages/Visit

Avg. TOS

% New Bounce

Google Organic 273 2.75 2:35 65.57% 50.18%

Company.com 95 2.48 1:16 82.11% 65.26%

Direct Traffic 76 2.08 0:56 59.21% 65.79%

Bing Organic 44 2.36 1:44 56.82% 59.09%

Yahoo Organic 19 4.00 1:45 73.68% 47.37%

Top Five Traffic Sources (November 22nd – December 5th):

o Existing analytics provide insight regarding visitor trends related to:• time of visit• length of visit• most-visited content• site entry and exit pathways• search terms, etc.

o These are key inputs to a Content, SEO and SEM Strategy on a forward-going basis

o If no existing analytics, other SEO and SEM tools are available, such as keyword selection, optimization, and site crawler tools


Pre_Scribed User Needs: Persona Development

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DanAvid internet user and technology enthusiast

Age: 19Location: Chicago, ILFamily: Youngest of three boys, mom and dadOccupation: College student; aspiring drummerEducation: English majorHousehold Income: < $40,000

About DanDan’s friends describe him as a good guy. He’s also smart and in tune with everything in the world around him – constantly connected to the universe through his iPhone which can usually be found in his left hand. Dan is of a new generation – one that has never read a newspaper and has obtained all of his relevant information online.

Dan’s approach to his treatment planDan is tremendously proactive and constantly seeks the newest information about his disease. He is religious about when he takes his meds and has limited his intake of foods and beverages that he knows can cause adverse reactions in his body.

Dan’s internet habitsDan is an avid internet user; it is the center of his universe. Dan is what you call a content “syndicator”; he doesn’t create new content but he does an excellent job broadcasting interesting and relevant news through his Twitter handle. Dan takes a less active approach on Facebook; he keeps his posts to a minimum but likes to keep up with what his friends are doing by looking at their photo streams.Hobbies and interestsIntramural sportsHanging out with buddiesRocking out with the bandAttending rock concertsTrying new thingsCollege Basketball

Favorite sites & digital brandsAppleFacebookTwitterPandoraTMZ.comESPN.com

“Ever since I was diagnosed I have really struggled to control my disease. I am an avid reader and internet user; I am constantly searching the web for new information about my condition. A few months ago I found a pretty good community on Facebook where I can get in touch with other folks that are also diagnosed. Although, lately I have found that the quality of the content is unpredictable. I would love it if there were a reliable iPhone App that helped me to track my disease.”


Pre_Scribed Strategy Readouts from Goal Definition Stage

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• 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

Together, these individual components provide an actionable roadmap with prioritized features.


Business Objectives

IndustryAnalysis

User Needs


Pre_Scribed Dose 2: Preview of the Next Step (March 2011)

Finding the right partner(s) & developing a game plan:

• Analysis of Internal vs. External Tasks – what role does your team play compared to the issues that your agency is tasked with?

• Finding an agency that fits your needs• Best practices for working with multiple agencies and

coordinating a (sometimes) vast network of vendors• Selecting the right technology platform for your

business• Develop measurable objectives to meet your goal(s)• Coordinating your program with the budget

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Pre_Scribed Thank You!

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

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

[email protected]

Ask questions:• though the Chat Box in the upper right corner of your screen• via Twitter to @Pre_Scribed• via email at [email protected]

Pre_Scribed Series Chapter 1: Define Goals 1/19/2011

Business

Transcript of Pre_Scribed Series Chapter 1: Define Goals 1/19/2011