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We’re running digital marketing workshops for pharma, medical and healthcare companies to help them improve their understanding of digital marketing and develop compliant digital marketing campaigns.
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How healthy is your digital DNA?We’re running digital marketing workshops for pharma, medical and healthcare companies to help them develop compliant digital marketing strategy & campaigns.Learn more >>
Copyright © Genetic Digital 2012
What are the benefits?• You can learn more about digital marketing tactics• How they can be applied without falling foul of any
compliance procedures• You can future-proof your marketing strategy• You can write a business case to convince senior
management that digital needs more investment• The session will follow our successful
“5 building blocks to help you crack the digital code”methodology
Read on to see what topics we’ll cover…2Copyright © Genetic Digital 2012
Cracking the digital code
• The business case for digital• Reaching HCPs & patients/carers• The 5 Building Blocks:
1. Getting your website right2. Getting found in search engines3. Engaging with social networks4. Mobile healthcare & medical apps5. Measuring ROI using web analytics
3Copyright © Genetic Digital 2012
The business case for digital• Web usage– Some interesting stats
• A shift in consumer behaviour, research & purchasing
• Online self diagnosis• The age of the ‘digital
physician’• Future proofing your
marketing strategy– ‘Digital Marketing’ will
become just ‘Marketing’
4
Growth
Copyright © Genetic Digital 2012
Getting your website right• Web Strategy• Goals & Objectives• Business Processes• Audience Profiling• Design Considerations• Content Considerations• Technical Considerations• Compliance Considerations• Cross Platform Use• Data Capture• ROI Measurement
5Copyright © Genetic Digital 2012
Getting found in search engines
• The importance of search engines• Keyword strategies• How to get a presence in the search
engine results pages (SERPS)– Natural search (SEO)– Paid search (PPC)– Vertical search– Local search– Social search– Optimising all your digital assets
• International/multi-lingual search• Tracking results
6Copyright © Genetic Digital 2012
Online communities & social media
Copyright © Genetic Digital 2012 7
• Insights into how HCPs and patients are using social media
• The top social networks• How to build a presence on social
networks and engage with users– Researching the social landscape– Blogs & Blogger Outreach– Twitter– Facebook– LinkedIn– Niche online communities– Google+
• Social monitoring• Compliance considerations
Mobile healthcare and Apps• Growth in Smartphone usage• The importance of mobile friendly
websites• Optimising for all mobile
platforms• Medical & healthcare apps - a
growth area• Achieving MRHA compliance for
class one medical devices
8Copyright © Genetic Digital 2012
Web Analytics• Measuring Success– Define your metrics– Set benchmarks– Creating a dashboard report– Measure specific campaigns
& website performance• Which Analytics Tools?– Free vs Paid For
e.g. Google Analytics vs Omniture– Call Tracking– Social Monitoring Tools
9Copyright © Genetic Digital 2012
