Pre_Scribed webinar 4: Coordinate Your Channels
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This webinar discusses the need for sophisticated coordination and integration of your online program’s promotional strategy with other marketing channels such as social media, corporate intra- and internet sites, and offline sales and marketing materials. This discussion includes: How to select your channels Determine promotion timing Tailor messages by channel Incorporate metrics to measure your success
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Pre_Scribed webinar 4: Coordinate Your Channels
- 1. 6 doses for a healthy global online marketing launch Webinar 4: Coordinate Your Channels Presented by: Rob DeMento, Nicole Holly, Greg Lyon & Christine Mortensen 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 Pre_Scribed@vodori.com Audio access: Pre_Scribed is a webinar series sponsored by: Phone number: 1-650-429-3300 Access Code: 793-613-692 Meeting Password: Wave1234
- 2. Pre_Scribed Webinar Series Overview 6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies 1 Define Goals for Your Global Online Marketing Program 2 Find Partners & Devise a Game Plan 3 Design Content to Fit Your Goals 4 Coordinate your Channels 5 Implement Your Program 6 Evaluate Your Success, Maintain Momentum, and Grow Your Program 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 4: Coordinate Your Channels September 14, 2011 | 2
- 3. Pre_Scribed Your Communication Ecosystem: Coordinating Offline & Digital Content Step 4: Coordinate Your Channels September 14, 2011 | 3
- 4. Pre_Scribed Your Goals Defined Remember your objectives: Brand Elevating the awareness of your brand, product or service Awareness Education Educating patients, HCPs, and caregivers Customer Supporting or evolving the patient relationship Service Lead Filling the pipeline through conversions Generation Community Fostering engagement through community building Building Step 4: Coordinate Your Channels September 14, 2011 | 4
- 5. Pre_Scribed Digital Channel Objectives and Strengths Channel Objective Strength • Providing detailed product/service information Consideration Therapy.com • “Prescription” facilitation (e.g., financial assistance, doctor discussion Conversion guides, etc.) Education • Educate patients on disease state information DiseaseState.com Consideration • Provide treatment option information Support • Patient and caregiver support Brand Awareness Video (delivery • Visual storytelling Lead Generation mechanism varies) • Highlighting people and the impact of your brand Education Brand Awareness • Constant source of industry news and information Blogs Lead Generation • Diversified content: images, video, or embedded media • Real time communication and help Customer Care Twitter & Facebook • Sharing content, news, and community information Brand Awareness • Public collaboration, conversations, and relationship building • Providing detailed product/service information Consideration Company.com • Purchase facilitation (e.g., shopping cart functionality, demo request, Conversion download, etc.) Source: Adapted from Spredfast-SocialMediaPlanningGuide.pdf, 3/28/2011 Step 4: Coordinate Your Channels September 14, 2011 | 5
- 6. Pre_Scribed Map Out Your Channels Visualize alignment of tactics with your digital marketing funnel: Awareness Consideration Conversion Loyalty Advocacy SEM Twitter Email DiseaseState.com Therapy.com Sign-up Page Mobile App Social Media Step 4: Coordinate Your Channels September 14, 2011 | 6
- 7. Pre_Scribed Defining Business Events and Their Impact on Marketing Within Company Control Partial Company Control Outside Company Control Product Launches Competitors Importance to Marketing Efforts Conferences FDA Actions Sales Meetings Labeling Changes New Data Available Generic Launches Close of Fiscal Year FDA Guidance Step 4: Coordinate Your Channels September 14, 2011 | 7
- 8. Pre_Scribed Aligning Business to Content: Publication Calendar Ensure timeliness of your content by mapping out your content in advance: Step 4: Coordinate Your Channels September 14, 2011 | 8
- 9. Pre_Scribed Tactical Execution: Blog Publication Calendar Overview of process for ongoing content support and execution: corporate blog ① Concept ideation & research ② Notes by the “Author” ③ Supplemental research ④ Concept approval ⑤ Calendaring for publication ⑥ Copywriting ⑦ Review & revision ⑧ Final prep (images, layout, etc.) ⑨ Final approval ⑩ Publication Step 4: Coordinate Your Channels September 14, 2011 | 9
- 10. Pre_Scribed Define Real World Application with Personas in Mind “Michelle” At-a-Glance • 37 year old stay-at-home mother • Diagnosed with diabetes at 19 • Married with 3 kids under 12 • Using the web increasingly often– even has a “mommy” blog • Excited about & comfortable using social media • Relies on husband, HCP, and online “mommy” community for diabetic support Step 4: Coordinate Your Channels September 14, 2011 | 10
- 11. Pre_Scribed Crafting Tone, Message & Content for Patients, HCPs, and Caregivers Consider persona attributes: And what they mean for content: Digital Savvy Mobile optimization is key; enable key sharing functionality for patient syndication Self-Reliance In-depth product and disease-state information to satisfy informational hunger Brand Allegiance Consider development of additional tools to supplement brand experience Disease Knowledge Develop in-depth content with near- scientific detail to build existing knowledge Education Level Tone geared towards higher reading levels; again points to a more scientific tone Disease Vigilance Additional support for tools to assist patient in disease management Step 4: Coordinate Your Channels September 14, 2011 | 11
- 12. Pre_Scribed Managing Your Internal and External Teams Most companies work with a number of partners to execute their marketing plans: Your Marketing Team Regulatory Team Market Research Database Mgmt. • Review promo claims • Conduct research • Store contact info • Correspond with FDA • Report on trends • Trigger CRM messages Corporate Comm. Ad Agency Fulfillment • Corporate images • Mass media/Print • Store materials • Manage intranet • Messaging • Distribute collateral Sales Team Digital Agency Media Buying • Daily use of materials • Websites & SEO • Develop media plan • Field insights • Promo: SEM, Email • Purchase ad space Call Center PR • Handle inbound calls • Press releases • Outbound call plans • News monitoring Step 4: Coordinate Your Channels September 14, 2011 | 12
- 13. Pre_Scribed Partner Coordination Necessary for a Cohesive Campaign It is critical to facilitate coordination among partners to execute an integrated campaign: • Ad Agency • Digital Agency Agency • Media Buying Partners • Market Research • PR • Regulatory • Corporate Comm. Campaign Internal • Call Center • Sales Execution • CRM • Fulfillment Step 4: Coordinate Your Channels September 14, 2011 | 13
- 14. Pre_Scribed How to Reap the Benefits of Partner Integration Best Practices for Partner Integration Benefits • Regularly scheduled cross-functional • Equal knowledge base across status meetings to discuss projects partners • Process for announcing new tactics • More minds considering the same to all partners issues • Comprehensive brand and message • Consistent messaging across guidelines channels • Brand objectives and market • Facilitate cross-channel promotion research shared across partners • Sharing of Regulatory updates • Introduce contacts and encourage • Asset sharing collaboration Step 4: Coordinate Your Channels September 14, 2011 | 14
- 15. Pre_Scribed Example: Channel Coordination for a Patient Event Digital Agency: Email Management Physician’s Office: Company: Content & Planning • Database Management Event Agency: • Event Venue & Event Management Coordination • RSVPs • Marketing Patients (including advocates) Ad Agency: Direct Mail Step 4: Coordinate Your Channels September 14, 2011 | 15
- 16. Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND YouTube Print Ads Website Blog Twitter LAP-BAND Marketing Mobile App Channels Facebook Mail Email Text Phone Calls Messages Step 4: Coordinate Your Channels September 14, 2011 | 16
- 17. Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND Successes Patient Journey Registration: • Registrants segmented according to stage in the product consideration process and preferred communication types • Ensures that the right message is delivered through the right vehicle Step 4: Coordinate Your Channels September 14, 2011 | 17
- 18. Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND Successes Messages, imagery, graphics, color palette from online and offline channels reinforce one another to guide a prospect towards talking with their surgeon about the procedure: Step 4: Coordinate Your Channels September 14, 2011 | 18
- 19. Pre_Scribed Channel Coordination Case Study: Allergan’s LAP-BAND Hiccups Negative publicity when surgeon- Translation of offline info kit to sponsored billboard ads misportrayed downloadable online version the LAP-BAND product • PDFs of pieces designed for print posted • Although not funded by Allergan, the online do not offer best usability company could benefit from the experience promotion • Welcome letter to “John Q. Sample;” • Allergan volunteered to provide ad would have been personalized prior to guidelines to surgeons printing and should have been updated before posting for potential patients Step 4: Coordinate Your Channels September 14, 2011 | 19
- 20. Pre_Scribed Metrics & Measurement: Selecting Impactful Analytics Organic Search SEM Banner Ads Offline Promotions M Awareness Content SEO “Lifestyle” or Product & A Do Microsites Disease State Sites Company Sites Nothing N There Consideration are lots of opportunities to collect, track, and M Technical SEO A report data on customer behavior. Find the optimum L blend of metrics that unearth tangible insights and Customer Y Purchase Conversion motivate Opt-In decision-making. smart M T I Exclusive Email Member C Promotions Content Marketing Privileges Loyalty M S Reviews & Advocacy/ Communities Social Media Forums Word of Mouth Ratings M Step 4: Coordinate Your Channels September 14, 2011 | 20
- 21. Pre_Scribed Metrics & Measurement: Using Analytics to Drive Actions Before your Program: Create a list of “make or break” metrics in order to track success Work backwards from business objectives to unearth metrics that matter Create a “skeleton” report of desired metrics and collaborate with different business functions to verify it’s impact Possess a thorough understanding of what data is necessary to enact change and recommend new strategies During your Program: Schedule weekly, bi-weekly, and monthly check-ins to stay on top of the data Double check tracking methods to ensure that metrics are accurate Implement incremental changes (if possible) on a weekly or bi-weekly basis Reporting: Reporting is often routine and “empty”; ensure that every key point of analysis results in a business recommendation and corresponding action Utilize custom and automated reporting capabilities in analytics suites such as Google Analytics and Omniture to minimize manual workload Wash, Rinse, Repeat! Step 4: Coordinate Your Channels September 14, 2011 | 21
- 22. Pre_Scribed Thank You! Ask questions: via Twitter to @Pre_Scribed • via email at Pre_Scribed@vodori.com 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 rob.demento@vodori.com Step 4: Coordinate Your Channels September 14, 2011 | 22
Editor's Notes
- RobMention questions
- Rob
- C
- CWhich of the following describes your objectives? Prioritize your objectives into primary and secondary goals.Brand Awareness - elevating the awareness of your brand, product or serviceEducation – providing data to your audience that informs and/or instructsCustomer Service - better catering to the needs of your customers, for support or general relationship managementLead Generation - fill the pipeline for your Sales team through online conversions that turn into leadsCommunity Building - fostering engagement and dialogue to build a community of supportive customers and fans who develop a relationship with you
- C
- CBy this point you’ve already taken a look at the channels you are actively participating in (Owned Channels). Now we want to map these and see where they align within the marketing funnel. What are the digital touch-points for each of these properties. By taking a high-level look it will start to become clear where your opportunities lay. Fill gaps, make connections between channels.Are there untapped channels that your organization should leverage? Are there properties that have become stagnant that should be revived or abandoned all together?Q&A: How do you know when a channel should be abandoned? When it is no longer fulfilling your objectives and/or your users objectives
- R[Rob to Animate] Defining upcoming business events can help guide the development of marketing plans by bringing to light critical deadlines. The degree of certainty around the timing for these events varies, often based on the amount of control a company has on the event, making some easier to plan for than others.
- RDetermine how often each of these channels needs to be updated in order to remain relevant. Some channels inherently require more upkeep than others. A blog should be updated at least once a month (the more often the better). Social channels like twitter and Facebook require much more upkeep but don’t take as long to create content (a few updates a week is generally okay). But no matter what channel you’re publishing to the content should ladder up to a broader strategy (like we defined in Chapter 1). What “events” or campaigns are important to your organization throughout the year? Get those on a promotional calendar. The format can vary from a simple list or a more calendar-like format but the goal is the same;
- R
- CTo take this one step further and to get a clearer sense of how this translates into audience touch points go back to your users personas. Choose one and put yourself in their shoes. How would they logically move from one channel to the next in a real world situation? Be sure to consider offline touch-points in this exercise as well. Remember that it takes many well-orchestrated touches to get to a conversion.
- [Animate] In this case we’re looking at the patient persona.
- NWith each partner focused on their area of expertise, it can be easy for information silos to form.
- N
- N
- NCompany sends marketing materials to patients and physicians, encouraging them to sign up for updates to build databaseCompany determines city and date for upcoming event and communicates to event agencyEvent agency contacts physicians to schedule a speaker and books venueOnce speaker and venue confirmed, event agency provides details to the ad agency and digital agencyThe ad agency and digital agency develop email and direct mail invitations and send to company for approvalAfter company approval on invites, the ad agency and digital agency distribute them to the appropriate patients within the databasePatients and physicians may talk to one another about the upcoming eventThen patients and physicians will send their RSVPs, questions, and feedback to the company
- NYouTube Content, several videos posted about a month ago that seem geared to overcome barriers for those considering surgery, prior to that there was a large gap between postings; Patient Journey tool as a separate channel? Or lump in with website?Print YouTubeWebsiteTwitterFacebookEmailText messagesPhoneDirect MailMobile App.Blog
- NWhen delivering messages across a number of channels, it is important that efforts support each other in achieving primary objectives. Allergan’s LAP-BAND campaign did this successfully in a number of ways…General company/LAP-BAND info prior to this?
- NWhen delivering messages across a number of channels, it is important that efforts support each other in achieving primary objectives. Allergan’s LAP-BAND campaign did this successfully in a number of ways…General company/LAP-BAND info prior to this?
- N
- G
- G
- Rob