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Launching a successful strategic initiative is only the beginning; leveraging your work will build visibility and fortify relationships with your customers. This webinar will focuses on measuring results, analyzing ROI, creating an enhancement roadmap, and planning for continued content development.
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6 doses for a healthy
global online marketing launchWebinar 6: Evaluate Your Success, Maintain Momentum, and Grow Your ProgramPresented by: Rob DeMento, Nicole Holly, and Greg Lyon
Pre_Scribed is a webinar series sponsored by:
Ask questions:• Through the Chat window to: Pre_Scribed - Questions• Via Twitter to @Pre_Scribed• Via email at [email protected]
Audio access:Phone number: 1-312-546-3575Access Code: 644 867 88
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
January 31, 2012 | 2Step 6: Evaluate Your Success
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
January 31, 2012 | 3Step 6: Evaluate Your Success
Pre_Scribed Analytics Enables Clear Understanding of Marketing Portfolio Results
January 31, 2012 | 4Step 6: Evaluate Your Success
Conversion
Awareness
Consideration
Loyalty
Advocacy/Word of Mouth
Measure promotion response rates, email open rates and click-through rates, etc. to constantly refine marketing efforts
Gather feedback and listen to sentiments expressed by customers through social media, discussion forums, etc.
Review common search terms to further optimize site content Leverage site data for targeted content development, such as microsites and/or unbranded marketing initiatives
Analyze SEM and organic search patterns and click through rates Measure site traffic patterns and usage trendsLink site interactions to offline and online promotions
Capture conversion statistics to better understand site value and enable the potential to measure ROI
ANALYTICS
Pre_Scribed Metrics Captured Across the Funnel Drive Initiatives
January 31, 2012 | 5Step 6: Evaluate Your Success
ANALYTICS
Unique Visitors
Time on Site
Pageviews
New Visitors
Medium SophisticationLow Sophistication High Sophistication
Downloads
RFIs
Ad Impressions
Returning Visitors
Patient Center Log-ins
Likes
Traffic Source
Ad CTRs
Retweets
Shares
Video Views
Discussion Comments
Opt-ins
Starts on Therapy
Conversion
Awareness
Consideration
Loyalty
Advocacy/Word of Mouth
Returning VisitsEmail Open
Rates
Email CTRs
Event RSVPsEmail Open
Rates
Email CTRs
Sign-up for Patient CenterPatient Center
Log-ins
Pre_Scribed Understanding Site Metrics
Metric Definition
Pageviews Total number of times a user views a page on your site
Time on Site (TOS) Amount of time a visitor spends on your site
Time on Page (TOP) Amount of time a visitor spends on a particular page within your site
New Visitors Users that visit your site who have never visited before
Returning Visitors Users that visit your site who have visited previously
Organic Traffic Visitors driven to your site by clicking on a link in the search results
Paid Traffic Visitors driven to your site by clicking on paid search ads
Bounce Rate Percentage of single-page visits (user leaves site through entrance page)
Exit Rate Percentage of site exits from a particular page or set of pages
Content Downloads Number of times a user clicks on a link to download resources
Open Rate Percentage of recipients who open an email
Impressions Number of times an ad or referral link is displayed
Click-Through Rates (CTRs)
Percentage of impressions resulting in a click
Likes Number of people who have clicked “Like” on your Facebook page
Retweets Number of times your Twitter followers forward a message you posted January 31, 2012 | 6Step 6: Evaluate Your Success
Pre_Scribed Actionable Insights from Site Metrics
January 31, 2012 | 7Step 6: Evaluate Your Success
Content Downloads
Bounce Rate Organic Traffic
Resources describing the patient support
program are downloaded most
frequently
Consider featuring patient support
program content on the site homepage
or in email communications
A particular page on the site has a high bounce rate
Evaluate why visitors are coming
to the page and determine if it would
be appropriate to modify content to
encourage additional site exploration
Organic traffic makes up a small
percentage of total site traffic
Review site content to optimize use of
keywords, title tags, meta descriptions,
etc.
Pre_Scribed Aligning Conversion Criteria with Marketing Objectives
January 31, 2012 | 8Step 6: Evaluate Your Success
Brand Awareness
Education
Customer Service
Lead Generation
Community Building
Marketing Objectives
Conversion Criteria
• Communication Opt-ins• Content Downloads
• Webinar/Video Completions
• Content Downloads• Support Program Sign-
ups• New Patients on
Therapy
• RFI• Communication Opt-ins
• Community Participants• Community Activity
Pre_Scribed Beginning to Formulate an ROI Calculation
January 31, 2012 | 9Step 6: Evaluate Your Success
# New Patients Driven by Digital Marketing
Programs
Estimated Value of Patient
Digital Marketing Investment
What is the average value of a
patient?
What costs should be included in the ROI
analysis?
Is a mechanism in place to track this
link?
Pre_Scribed Map Out Your Channels
Awareness Consideration Conversion Loyalty Advocacy
Therapy.com
SEM
Mobile App
Banner Ads
Social Media
DiseaseState.com
Landing Pages
Visualize alignment of tactics with your digital marketing funnel:
January 31, 2012 | 10Step 6: Evaluate Your Success
Pre_Scribed Aligning Business to Content: Publication Calendar
Ensure timeliness of your content by mapping out your content in advance:
January 31, 2012 | 11Step 6: Evaluate Your Success
Pre_Scribed Search Engine Optimization - Overview
• Keyword Research
• URL Conventions• Title Tags• Header Tags• Meta
Descriptions• Canonical
Tagging• Alt Tags
• Domain Management
• Site Hierarchy• Site Speed• HTTP Status Codes• JavaScript• Rich Media (i.e.,
flash)• robots.txt
• Community Involvement
• Content Relevancy
• Link Requests & Exchanges
• Purchasing Links• Social Media
Purposeful content creation strategy paired with on-page optimization techniques.
Ensure accessibility and compliance with search engine crawlers.
Build content authority and improve visibility through relationship and community building.
GOAL
TACTIC
Content TechnicalCommunity
Building
January 31, 2012 | 12Step 6: Evaluate Your Success
Pre_Scribed
• Getting Started with SEO
• Latest Tips & Tricks
• Industry and Search Engine Information
• View Page
Source (Meta Data & HTML)
• Check HTTP Headers
• Inspect Elements (e.g., ALT tags on images)
• View Indexing
Results• Identify Broken
Links• Examine
Keyword & Conversion Data
• Conduct Keyword Research
• Analyze Inbound Links
• View Page & Domain Authority
Search Engine Optimization – Resources & Tools
Your Browser Webmaster Tools, Analytics, AdWords
Open Site Explorer
Community
January 31, 2012 | 13Step 6: Evaluate Your Success
Pre_Scribed Global Digital Promotion: Establishing an Appropriate Model
• Significant market variability suggests the need for localization and customization:– User search patterns and
tools (e.g. U.S = Google; Russia = Yandex; China = Baidu)
– Regulatory requirements– Degree of efficacy of
tactics among target customers
• No single agency could cost-effectively manage the tactical execution across the globe at the region or country level
• Agencies within regions (or countries) are likely to be more effective in the tactical execution
• Syndication enables control over the general process and approach but allows for in-market customization
Syndication: the Recommended Approach
Promotional strategy should be centrally developed and managed but tactically executed in-market.
January 31, 2012 | 14Step 6: Evaluate Your Success
Pre_Scribed Global Digital Promotion: Centralized Management Approach
Establish a Comprehensive Model: Educate & Syndicate Globally
Initiate a pilot in an established market
Refine pilot, capture best practices that translate globally, and “templatize”
Educate global affiliates on best practices and overall approach
Provide templates for localization but allow for in-market customization
January 31, 2012 | 15Step 6: Evaluate Your Success
Pre_Scribed Global Marketing’s Responsibilities
EducateEducation of affiliates regarding best practices is the most critical role and provides much-needed guidance to team members that are often not versed in digital.
MeasureMonitoring and measurement of in-market tactics enables centralized learning, knowledge transfer, and the ability to provide real-time recommendations.
ManageCentralized management with localized tactical execution ensures consistency across the globe and standards application while also enabling unique local marketing opportunities to take shape in a controlled fashion.
January 31, 2012 | 16Step 6: Evaluate Your Success
Pre_Scribed Extending Engagement Through Other Channels
Consider your patient population and risk profile when choosing brand extensions.
Some digital website-based extensions include:
• Unbranded Patient Disease State Website
• “Lightly branded” Patient Disease State Site
• Patient Communities• Mobile applications
But why create an unbranded site? January 31, 2012 | 17Step 6: Evaluate Your Success
Pre_Scribed Post Launch Recap
Following site launch (timing TBD) regroup with your team for a forensic and analytical review of campaign success. Analysis includes a quantitative and objective review through digital analytics data as well as more subjective discussion with patients, etc.:
January 31, 2012 | 18Step 6: Evaluate Your Success
•Which pages had the lowest quality visits?
•Which calls to action and banners had low click rates?
•Which pages did patients react negatively to?
2 What did not work well?
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•Which pages attracted the highest quality visits?
•Which pages were shared most frequently?
•Which SEM campaigns were the most effective?
•What copy seemed to be the most impactful?
What worked well?
• Short term fixes?
• Impact on content calendar?
• Long term plan?
4Next Steps?
• Site design
• Site content
• Information architecture
• Etc.
3Opportunity?
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‘ 312.324.3626 [email protected]
Ask questions:via Twitter to @Pre_Scribed
• via email at [email protected]
January 31, 2012 | 19Step 6: Evaluate Your Success