First steps to creating a digital marketing plan for a pharmaceuitical brand

1. Digital Marketing Planning
Di it l M k ti Pl i
A roadmap for successfully communicating
with physicians through digital channels
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2. What trends are driving change?
1. Growth in no. of channels
2. Growth in new media content (audio, video, images)
3. Fragmentation of content production
4. Fragmentation of user consumption
5. Growth in short-form content
6. User-generated content
7. Decline in traditional channel domination
8. Control of media consumption moves to consumer
9. Uncertain profitability of some channels
10. Uncertain long-term viability of certain channels
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3. Digital marketing requires a new
approachh
Unique characteristics of digital marketing
Duration Online is indefinite
ua o
Interactivity Customer initiates & terminates
Human-computer interface Audio visual, text consumption
Audio, visual
Pull v push Supply mindset v demand mindset
Two-way
Two way communication Di l
Dialogue v monologue
l
Market research Detailed analytics
Adaptable
Ad t bl Test & perfect
Segmenting & targeting Granular & tailored content
Breadth & depth Unlimited & layered
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4. The Planning Process
g
Situation Analysis
Sit ti A l i
While digital channels are different in
many ways to traditional channels, the
principals of marketing still apply.
Objectives
A structured approach should be taken,
based around an understanding of your
customers and competitors and the
Strategy & Tactics
opportunities for achieving your business
goals.
Analysis & Control
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5. Situation Analysis
• Customers
How many of your customers are online; when are they online and what sites and
channels do they use? How does this vary across different regions?
• Competitors and third parties (eg medical societies)
Examine website content, target audience, volume of visitors, positioning. Include
search for brand and disease websites, social media, journal sponsorships.
• Legal and regulatory
Healthcare and pharma specific, for example to verify HCP status of visitors; data
protection and privacy laws for example on gathering and storing visitor data
laws, data.
• Technological
New communication channels and devices
• Social
Changes in working p
g g practices and lifestyle, for example are y
y , p your customers using
g
iPhones?
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6. SWOT Assessment
A SWOT analysis can provide a valuable snapshot of the marketing scenario.
• Strengths (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external)
Strengths and weaknesses are those factors which are
internal and controllable, while opportunities and threats are
external and beyond your control.
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7. First Decisions
• Which customers can you • Is ongoing dialogue
target? feasible?
• What do they want to • Can you integrate with
know? offline activities?
• What will they value?
y • How will you p
y promote it?
• What channels can you • Future development?
communicate through?
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8. Digital Activities
Consider which types of digital channels can be exploited
• Product.com website (for • Email marketing
professionals)
f i l )
• Sponsored content, e.g. on journal or
• Prouct.com website (for patients) society websites
• Unbranded website (for professionals) • Mobile device marketing (e.g. creating
audio & video podcasts on iTunes)
• Unbranded websiste (for patients)
• Social media (Facebook, Twitter, etc.)
• CD-ROMs via direct mailing, journal
inserts or salesforce • Brand team workspace
• e-detailing • Salesforce resources for giving
p
presentations & meetings
g
• KOL website / forum
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9. Types of Media
Videocasts & Podcasts
Publications
Slide Sets
Webcasts
• Forums and web 2.0 features
• News feeds
• Written commentaries
• Diary of meetings & events
• Interactive: case studies
• 2-way: Q&As, feedback,
requests for data
Case Studies www.PraeMedica.com

10. Digital Activities
• Complementary: a digital add-on to an offline activity.
For example, recording a satellite symposium and distributing
it on CD-ROM
• Replacement: replacing an offline activity with a digital equivalent.
For example a virtual ad board hosted online or email
campaign instead of post mailer
• Incremental: a digital activity with no offline equivalent.
For
F example a di
l disease microsite or T itt page.
i it Twitter
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11. Communication Channels
Which channels can deliver your communications to your customers?
Web 2.0 sites email
CD distributed
Professional resources
micro/site
Brand Online
Disease
micro/site
objectives advertising
Rep sales
mobile
bil
resources
marketing
e-detailing
g Intranets
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12. Objectives
Many objectives can be addressed through digital, eg:
• To increase SOV
• To counter (new) competitor threat
• To increase reach among the target audience
• To leverage KOL support
• To support new indication / data
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13. Integration
How will you integrate your digital marketing activities with offline activities?
Marketing Objectives
Traditional & Digital
Offline Activities Activities
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14. Optimisation
Digital provides greater opportunity for instant feedback and optimisation
• Split A/B testing
• Vary copy content on Email
• Var attrib tes on email (From To S bject line)
Vary attributes (From, To, Subject
• Vary copy content on websites
• Vary design of email and websites
• Focus group testing
• Expert usability testing
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15. Measurement
There are plenty of metrics for measuring your digital
activities.
activities For example:
• Email: delivery rates, open rates, click-through rates
• Online advertising: cost-per-thousand (CPM), cost-per-click
g p ( ), p
• Web sites: number and duration of visits per page and site, entry and
exit pages journey tracking
pages,
• CD-ROMs: tracking to record no. opened.
• General: customer engagement
• Qualitative feedback using online questions and surveys, page rating
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16. PraeMedica Digital
g
Planning Service
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17. PraeMedica Digital Planning Service
• Aims: to advise you on the potential and on strategy for communicating
with your customers through digital channels
• Scope: situation analysis including customers, competitors, third
parties and social/technology; objectives; tactics and activities; offline
integration; budgets; measurement and control
• Deliverables: marketing report (~5k words) and accompanying slide
set
• Timescale: 3 4 weeks
3-4
• Cost: £5,000 to £10,000
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18. Content of The Report
p
• Situation Analysis • Customer Acquisition
• Objectives & Retention
• Digital Strategies • Integrating Digital
g g g
within Overall
• Tools & Tactics Marketingg
• Digital Content • Measurement &
Control
C t l
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19. Customer Acquisition & Retention
The report will advise on how to generate traffic to a
website and k
b it d keep customers coming b k
t i back
• Search Engine Optimistion • Journals (online & offline)
• Online advertising • Periodicals
• Pay Per Click (PPC) search • Salesforce activity
• email • Live events
• Direct mail
• Professional portals
p
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20. Costs
The report will advise on budgets required for any
recommended actions
• Creating and launching a website
• Content development
• Promotion (SEO, PPC, advertising)
• Features (email newsletter, contact, forums)
• Management (user registration, hosting)
• Analysis
• Integration activities (co-promotion)
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21. Solutions
Publication solutions
Symposium solutions
Conference solutions
Consensus statement solutions
Content for corporate, disease or brand sites
corporate
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22. Websites & Online Communication
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23. e article
e-article Publication Solution
• Raise your study profile
y yp
• Disseminate findings
• Emphasise conclusions and
implications
• Reach specific customer segments
p g Customer Views of Programme
700
• Leverage opinion-leader influence 600
500
• We can work with any medical
400
publisher
300
• CD-ROM customer use is fullyy 200
measurable. Special software on the 100
CD reports usage stats. 0
1 2 3 4
Week
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24. Supporting Materials
pp g
– F ll article i screen view
Full ti l in i
– Downloadable PDF article
– Author interviews
– PowerPoint slide set
– Author webcast
– PDA summary
– Audio podcast
– Reading list of supporting publications
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25. Meetings Solutions
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26. Salesforce Resources
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27. Clients and Partners
Solutions
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