Pre_scribed Webinar 5- Implement Your Program

6 doses for a healthy

global online marketing launchWebinar 5: Implement Your ProgramPresented by: Byron Cohen, Nicole Holly, Nathan Kurtyka, Greg Lyon & Christine Mortensen

Pre_Scribed is a webinar series sponsored by:

Ask questions:• through 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: 1-650-429-3300Access Code: 790 627 426Meeting Password: Wave1234

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.

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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

November 16, 2011 | 2Step 5: Implement Your Program

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 8, 2011 | 3

Founded in 1998

Headquartered in San Antonio, Texas

9 worldwide data centers

3,799+ employees, or Rackers (Q3/11)

161,422 + customers and growing (Q3/11)

78,717+ Servers (not including Cloud Servers)

Listed NYSE 2008 (RAX)

A recognized “leader” by Gartner

ABOUT RACKSPACE®

Source: Gartner Magic Quadrant

Pre_Scribed Overview


• Development process overview• Impacts to cost• Rollout• Workflow management• Audit considerations• eSignature implementation• What to Look for in a Content Management

System• Pepper®

• Hosting

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September 14, 2011 | 6Step 4: Coordinate Your Channels

Development Overview

Environment set up- Local development, staging/QA, WIP, ProductionSetting up the web server, DNS, server configuration

ProgramingFront-end (HTML/CSS)Back-end development

Content Loading For an existing site— content migration, upgrades, platform changes, etc.

TestingQA internally, UAT, and client approvals

DeploymentTasks that are required in order to make the site live (different for every situation)

Pre_Scribed Impacts to Cost


Technical complexityIn general, the more complicated the project, the more likely a custom solution is necessary. • Feature-rich• Multiple systems

integration• Multiple engineers• Experimental?

Scope changeAdding or subtracting functionality at the development phase after requirements gathering is often detrimental to any budget• The Define phase

aims manage expectations

Project TimelineA variety of factors can impact overall timelines but working within a compressed timeframe drives cost up quickly.• Adding more

developers does not always mean accelerated progress

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Pre_Scribed Rollout: Related Operational Processes


Systems• Thorough understanding and QA of all systems impacted by

website (CRM, ERP, etc.)

Training• Who? (internal and external)• What? (one size fits all or tailored to individual user?)• How much? (one time or ongoing?)

Cross-Channel Coordination• Coordination of offline and online marketing activities• Announcing the launch of new web presence on legacy

channels

Legal, Medical, & Regulatory Review• Final review and approval before launch• Clear process for ongoing review cycle

Pre_Scribed Workflow Management


Therapy.com Therapy.com Therapy.com

Therapy.com

Pre_Scribed Audit Considerations


eSignature overview• Puts more formal requirements around auditing• Collects all the required data needed• Users have to re-login so that the system can authenticate the user against internal records• Benefit for non-regulated industries when working in an unsecure environment (e.g., fragmented

workforce that may set up shop in a coffee house)

Considerations:• Determine what state does content need to be signed off on• Determine how will you authenticate (e.g., Biometrics, RSA, etc.)

Challenges:• Needs to be validated, has a very high level of detail and accuracy• Needs to be completely secure (cannot change historical data)

HIPAA & PCI compliance• These are relatively easy to implement but very important to plan ahead for • These are additional technical factors that can dramatically increase cost

To avoid unforeseen costs, choose an implementation partner with industry expertise so that they can advise you along the way.

Pre_Scribed Integration of Electronic Signature - Full Change Request Processing

September 14, 2011 | 11Step 4: Coordinate Your Channels

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User creates new change request

User initiates workflow to route request for review and approval

Reviewer approves request and must provide an electronic signature to publish the change

Pre_Scribed Checklist: What to Look for in a CMS


Usability (for non-IT people) Simple to use for non-IT Intuitive

Internationalization Handles multiple sites in different

languages (Translations) rather than a toggle between languages on the same site.

Mobile support Support dedicated mobile sites as well as

support a mobile-friendly version of an existing site

Update content for mobile versions Preview what content will look like

via mobile device

Multi-channel publishing (today’s and tomorrow’s channels)

Updates to existing site(s) Microsites Facebook and Twitter Emerging communities, i.e., Google+

Performance & Scalability Ensure that the platform is elastic to

handle surges in traffic Allow for future growth (jump from 1,000

visitors/month to 100,000 visitors/month)

Workflow / eSignature Facilitates online review of content

Auditing Accountability for regulated environments

Robust security / Hack-proof environment

Role-based permissions

Expandable / Customizable Room to grow, add new sections,

functionality, etc.

Analytics Integration Integrate third-party analytics: Google

Analytics, Omniture, etc. Native analytics, real-time data*

Does the content management system you are considering include:

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Pre_Scribed Content Management Systems


Screenshot of P3, speak to the features (we have all of the above)

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Common Customer Needs:1. Corporate Websites – Primary Site for Brand/Business that often

serves as primary interface with customer2. SaaS Hosting – Software delivered from B2B or from B2C via the

web3. Rich Media Site – Highly interactive websites serving dynamic web

pages that deliver large/growing volumes of digital content

Common Pain Points:• Reliable performance to ensure good end user experience • Must be able to scale to maintain brand integrity and unpredictable

traffic loads• Able to make changes quickly to keep site relevant/competitive• End user must be able to quickly and reliably access digital and

static content • Scalable storage• Secure • High availability

Hosting Basics


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Platform Fits:

Cloud Hosting (multi tenant) Good fit for sites that need scalable and affordable hosting and storage solution.

Dedicated Hosting Good fit for customers that need highest level of customization, security/data isolation, high I/O database, high CPU and memory requirements, dedicated storage, etc.

RackConnect (hybrid hosting) Good fit for sites that need scalability of the Cloud, but need high performance database, isolation of a dedicated backend, dedicated storage, etc.

Hosting – Rackspace Solutions


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

[email protected]

Ask questions:via Twitter to @Pre_Scribed

• via email at [email protected]


For further information about hosting solutions, contact:Byron Cohen

[email protected]


Pre_scribed Webinar 5- Implement Your Program

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