1.
THE PERIODIC TABLE OF PHARMA
MULTI-CHANNEL MARKETING
1
Therapeutic
Perception
Th
A pharma marketer’s overview of the key elements of multi-channel marketing
Research
Strategy
Channels
Owned Media
Paid Media
Earned Media
Content Relevancy
Content Format
Data and Analytics2
Stakeholder
Insights
Sk
3
Brand Audit
Ba
4
Competitor
Benchmarking
Co
5
Stakeholder
Audience
Sa
6
Audience
Segmentation
As
7
Persona
Pe
8
Experience
Journey Map
Ex
9
Brand Strategy
Bs
10
Channel
Strategy
Cs
63
Data Collection
Dc
64
Data Modelling
Dl
65
Analysis and
Insights
Ai
66
Segmentation
and Targeting
St
67
Tracking and
Attribution
Ta
46
Informative
Value
Inv
47
Utility Value
Utv
48
Monetary Value
Mov
49
Entertainment
Value
Env
50
Social Value
Sov
52
Location
Timeliness
Lot
53
Journey Stage
Timeliness
Jot
56
Text
Tx
57
Images
Im
58
Videos
Vi
59
Animations
An
60
Audio
Au
43
Media Relations
Mr
44
Organic Social
Oso
45
Organic Search
Ose
41
Key Opinion
Leaders
Ko
42
Digital KOLs
Dk
38
Congresses
Cn
39
Advertising
Ad
40
Paid Social
Pso
34
Exhibitions
Eb
35
Display
Advertising
Di
36
Paid Search
Pse
27
Direct Mail
Dm
28
Email
Newsletters
Em
29
Webinars
Wb
23
Print Collateral
Pc
24
Blogs
Bl
25
Text Messages
Tm
26
Social Media
Sm
19
E-details
Ed
20
Websites
Ws
21
Apps
Ap
22
Podcasts
Pd
15
Internet
In
16
Events
Ev
17
Outdoor
Ou
18
Broadcast
Bc
11
Personal
Ps
12
Telephone
Te
13
Post
Po
14
Retail
Re
www.owenhealth.co.uk
30
Conferences
Cf
37
Re-targeting
Rt
32
Chatbots
Cb
33
Internet of
Things
Iot
54
Cultural
Timeliness
Cut
31
Landing Pages
Lp
68
Reporting and
Dashboards
Rd
61
Virtual Reality
Vr
62
Augmented
Reality
Ar
51
Real-time
Timeliness
Ret
76
Reach
Rc
80
Unique Visitors
Uv
79
Response
Rs
78
Branding
Br
77
Engagement
En
81
Acquisition
Aq
Martech
82
Return on
Investment
Roi
69
Optimisation
Op
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70
Content
Management
Cm
71
Analytics
Ac
72
Customer
Data
Cd
73
Data
Management
Da
74
Campaign
Management
Ca
75
Marketing
Automation
Ma
KPIs
55
Personalisation
Per