How To Promote Online Information Resources

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Andrew Clark, Director Scientific Information Services, UCB Sean Smith, VP Marketing, InfoDesk

!PHT Division Webinar - December 3, 2015

How To Promote Online Information Resources

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Not-to-be-missed!

SLA Pharmaceutical & Health Technologies Division Spring Meeting 2016 Sunday, April 03, 2016 – Tuesday, April 05, 2016, Sheraton Lake Buena Vista Resort, Orlando, FL !Knowledge Engineers of the Future Re-imagining ourselves, our careers, and our industry !Featuring: !Keynote Speaker – Dr. James Canton, Futurist and author of Future Smart: Managing the Game-Changing Trends that Will Transform Your World !CE Course – Investing in Insight: Effectively Communicating the Value of Info Pros. Mary Ellen Bates, Workshop Leader, Principal at Bates Information Services

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Today’s AgendaThe webinar is designed to help information professionals understand how to promote their online information services more effectively. Additionally, it will provide practical examples of promotions that attendees can adapt for their own use. !• The challenges of changing user

behavior • How to set specific promotion goals • Selecting the proper channels • How to create effective messaging • Execution and evaluation • How to measure success • Developing credible ROI narratives


Moderator Sean Smith, VP Marketing, InfoDesk

Guest Speaker Andrew Clark, Director Scientific Information Services, UCB


Learning ObjectivesBy the end of the next hour, you should understand and feel confident about: !• Why you should promote your information

services • How to set attainable promotion goals • Which marketing channels are best for you • How to create your own simple, user-

focused messages and promotions • The importance of “calls to action” • How to measure and communicate your

success effectively


“Just remember, marketing is not rocket surgery.” ! - Sean Smith


The Challenges of Changing User Behavior

“The success or failure of your information

project rests on your ability to influence user

behavior.” !

http://linkd.in/1H8MlhF





What’s the Problem?


• Launching (or re-launching) an online service

• Need to drive usage of existing resources

• Want to raise awareness • Want feedback • Conducting training

sessions

• Low Awareness

• Low Usage • Low Interest



Creating the Plan: Checklist

❑ Goals and expectations ❑ Ownership and

execution ❑ Efforts and timeline ❑ Benchmarks and ROI



Copyright 2013 © InfoDesk. All rights reserved | www.infodesk.comCopyright 2014 © InfoDesk. All rights reserved | www.infodesk.com

What is your goal? Be specific • Raise awareness (red flag) • Launch new service • Increase usage by 130% • Sign up 1,000 more users • Collect 500 survey responses • Host a packed training session • Other? You tell me…

!!!!

Setting Promotion Goals

Copyright 2015 © InfoDesk. All rights reserved | www.infodesk.comImage licensed from Fotolia.com


Promotions

• Launch (or Re-launch!) • Registration • Training Sessions • Training Resources • User Groups • Driving Usage* • User Surveys • Demonstrating ROI




Selecting Proper Channels

• Email messages • Banner ads • Announcements • Influencers • Posters/Slides • Surveys • Guerilla tactics • ROI Presentations




Creating Effective Messaging

① Headline/subject line: get their attention

② Personalization: Brand yourself! ③ Cut to the chase: Why are you

writing? ④ What’s in it for me (3 main

benefits) ⑤ Call to action: Make it clear,

easy and prominent (high up and repeat)

⑥ Urgency: Why now? Due date? ⑦ Close: Don’t forget the PS.


Options • Text only • Logos/Images • Show product • Shorter copy


Email Series 1 - Launch


Email 1 – (timing TBD) Subject line: New: PipelinePlus makes pipeline research faster & easier than ever! ***Introducing PipelinePlus – Register Today *** Hello, I’m writing to tell you about PipelinePlus, the newest drug pipeline research tool from [Department] that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how you can do comprehensive drug pipeline research in minutes rather than hours. Click here to register now. PipelinePlus makes drug pipeline research as easy as 1, 2, 3 1. Search the top databases with ONE simple search. 2. Get the consolidated results in seconds. {Insert compelling Product image here] 3. Output to Excel and create charts with the click of a button. Plus save and automate your favorite searches, receive alerts and more. PipelinePlus registration is now open to [Company] employees that do/use drug pipeline research. Learn more about PipelinePlus on [Company Portal]. Seats are limited—sign up today! We’re here to help! If you have any questions, please let me know how we can help. Sincerely, [Contact Name] [Department] P.S. – PipelinePlus is easy to use and training will be available for all users.




Email 2 – (timing TBD) Subject line: Automate and simplify your drug pipeline research ***Introducing PipelinePlus – Register Today *** Hello, Do you use drug pipeline data from Adis R&D Insight, Cortellis, IMS R&D Focus and/or PharmaProjects? If so, you will want to know about PipelinePlus, the newest drug pipeline research tool from Business Technology & Competitive Intelligence that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how PipelinePlus can help automate and Phase simplify your drug pipeline research. Click here to register now. PipelinePlus makes drug pipeline research as easy as 1, 2, 3 1. Search the top databases with ONE simple search. 2. GeGet the consolidated results in seconds. {Insert compelling Product image here] 3. Output to Excel and create charts with the click of a button. Plus save and automate your favorite searches, receive alerts and more. PipelinePlus registration is now open to [Company] employees that do/use drug pipeline research. Learn more about PipelinePlus on [Company Portal]. Seats are limited—sign up today! We’re here to help! If you have any questions, please let me know how we can help. Sincerely, [Contact Name] [Department] !P.S. – PipelinePlus is easy to use and training will be available for all users.




Email 3 – (timing TBD) Subject line: Think drug pipeline research is too difficult & time consuming? Think again. ***Introducing PipelinePlus – Register Today *** Hello, Until recently searching drug multiple drug pipeline databases and consolidating the data could be a complex and time consuming endeavor. Not anymore: PipelinePlus, the newest drug pipeline research tool from Business Technology & Competitive Intelligence that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how just how easy it use to PipelinePlus. Click here to register now. PipelinePlus makes drug pipeline research as easy as 1, 2, 3 1. Search the top databases with ONE simple search. 2. Get the consolidated results in seconds. 3. Output to Excel and create charts with the click of a button. Plus save and automate your favorite searches, receive alerts and more. !PipelinePlus registration is now open to [Company] employees that do/use drug pipeline research. Learn more about PipelinePlus on [Company Portal]. Seats are limited—sign up today! We’re here to help! If you have any questions, please let me know how we can help. Sincerely, [Contact Name] [Department] P.S. – PipelinePlus is easy to use and training will be available for all users.




Email 4 – (timing TBD) Subject line: Hurry, there is still time to register for PipelinePlus ***Introducing PipelinePlus – Register Today *** Hello, There is still time to register for PipelinePlus, the newest drug pipeline research tool from Business Technology & Competitive Intelligence that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how PipelinePlus can help automate and simplify your drug pipeline research. Click here to register now. PipelinePlus makes drug pipeline research as easy as 1, 2, 3 • Search the top databases with ONE simple search. • Get the consolidated results in seconds. {Insert compelling Product image here] • Output to Excel and create charts with the click of a button. Plus save and automate your favorite searches, receive alerts and more. PipelinePlus registration is now open to [Company] employees that do/use drug pipeline research. Learn more about PipelinePlus on [Company Portal]. Seats are going fast—sign up today! We’re here to help! If you have any questions, please let me know how we can help. Sincerely, [Contact Name] [Department] P.S. – PipelinePlus is easy to use and training will be available for all users.


Email Series 2 – Info Services


Email 1 of 6 Just for You – [Company] Competitor Watch Dear Colleagues,

Lately we’ve been making some more new improvements to the [Company] Competitor Watch Portal and Competitive Intelligence (CI) Alerts. Over the coming weeks we will provide more details about some of these improvements. For now, please take a moment to see how these new enhancements can help you keep pace with all the latest external [Company]-related news. Just for You: New Content Sources – We have added two important new sources: Thompson Reuters Cortellis (Drug Pipeline) and PubMed (journal articles). Click here to view. New Alert Topics – We have added dozens of new topic alerts, including News, Pipeline, Articles, Patents, Trials and Conferences. Sign up for alerts. New Commenting Feature – Now you leave comments for your colleagues on articles posted the [Company] Competitor Watch Portal. New 1-Click Article Viewing – We have streamlined the article viewing/article display pages to make it faster to get to the articles you want to read. !Drug Search Widgets – Find all the latest news and information about the drugs you follow quickly and easily with the new Drug Search Results Widgets feature. View drug search widgets. !

Search Results Visualisation – Drug Search results are now displayed graphically in bar chart, pie chart or word cloud format to help visualise the article distribution. See new search results visulisation. Competitive Intelligence (CI) Newsletters – We are now sending nearly 2,000 weekly CI Newsletters on: Epilepsy, Osteoporosis, Immunology, Immunology Science, Lupus, Movement Disorders and Market Access. Sign up for CI Newsletters. We hope you enjoy these new and improved competitive intelligence resources. We’re here to help you with access to latest intelligence at your desk or on the go! If you have any questions, please let us know how we can help.




Email 2 of 6 Just for You – NEW Content Sources Dear Colleagues,

Last week we told you about the new improvements to the [Company] Competitor Watch Portal. Today we would like to tell you more about two new content sources we’ve added to help you keep pace with all the latest external Company-related news. [Image Here] If you’re not familiar with these new resources, please take a moment to learn how they can help you. Just for You: Thompson Reuters Cortellis – Find fast answers to critical questions in the right context — with contextual enrichment of clinical trials information through links to other scientific and competitive intelligence from Thomson Reuters: • Over 198,000 U.S. and global biomarker, device, biologic and drug

trials from thousands of sources. • All indications including rare diseases. • More than 200,000 press releases indexed to clinical trial types or

events. • 2.25 million drug development articles. • Over 21,000 meeting abstracts and 8,000 conference reports. • Optional transcripts of biomedical and medicinal chemistry industry

analyst and investor meetings. !

• Medically trained researchers to assist verifying clinical trial information found in Cortellis Clinical Trials Intelligence.

Click here to view Cortellis !PubMed – PubMed is a search engine accessing primarily the MEDLINE database of references and abstracts on life sciences and biomedical topics. The United States National Library of Medicine (NLM) at the National Institutes of Health maintains the database as part of the Company system of information retrieval. Click here to view PubMed. We hope you will take full advantage of these new competitive intelligence resources. We’re here to help you with access to latest intelligence at your desk or on the go! If you have any questions, please let us know how we can help.




Email 3 of 6 Just for You – NEW Alert Topics Dear Colleagues,

Last week we introduced two new [Company] Competitor Watch Sources Cortellis and PubMed. This week we would like to tell more about the New Alert Topics. [Image Here] ![Company] Competitor Watch Alerts are the easiest to keep up with the latest news and intelligence about the topics that matter most. Just for You: Recently, we have added dozens of new topic alerts, including News, Pipeline, Articles, Patents, Trials and Conferences for [list by target here]. Sign up for alerts. We hope you will take full advantage of these new competitive intelligence resources. We’re here to help you with access to latest intelligence at your desk or on the go! If you have any questions, please let us know how we can help. !




Email 4 of 6 Just for You – NEW 1-Click Article Viewing & Commenting Features Dear Colleagues,

Last week we introduced you to the New Alert Topics from [Company] Competitor Watch. This week we want show you the 1-Click Article Viewing and Commenting Feature on the redesigned article pages. Just for You: [Image 1 Here] Now you can open redesigned article pages with a single click! You can also add comments on articles to share with your UCB colleagues using the new comment feature on UCB Competitor Watch. ![Image 2 Here] We hope you will take full advantage of these new competitive intelligence resources. We’re here to help you with access to latest intelligence at your desk or on the go! If you have any questions, please let us know how we can help. Best regards. !




Email 5 of 6 Just for You – Compiled (Federated) Drug Search Results & Visualisation Dear Colleagues,

Last week we brought you to the New1-Click Article Viewing and Commenting Features on the redesigned article pages of the [Company] Competitor Watch. This week we want show you the Drug Search Widgets plus Visualization Options. Just for You: ![Image 1 Here] On the [Company] Competitor Watch, just click on any of the drug topics above to view instantly federated results! Try it now! Insert Image: Compiled [drug] article results with Bar Chart Visualisation. Insert Image: Compiled Biosimilars article results with Pie Chart Visualisation. Insert Image: Compiled [Drug] article results with Word Cloud Visualisation. We hope you will take full advantage of these new competitive intelligence resources. We’re here to help you with access to latest intelligence at your desk or on the go! If you have any questions, please let us know how we can help. Best regards. !

Drug 1 Drug 3 Drug 2

Drug 4 Drug 5 Drug 6 Drug 7




Email 6 of 6 Just for You – Competitive Intelligence Newsletters !Dear Colleagues, !Last week we showed you the new Federated Drug Search Results plus Visualization Options. This week we want to you’re you a little more about the extremely popular Competitive Intelligence (CI) Newsletters. [Image Here] We are now sending nearly 2,000 weekly CI Newsletters on: [List all topics here]. Sign up for CI Newsletters. Just for You: Topic A Newsletter – Join hundreds of colleagues and start receiving this comprehensive weekly [Topic A] newsletter. Topic B Newsletter – Find out what you need to know about [Topic B] with this informative weekly update. Topic C Newsletter – Our most popular newsletter provides one-stop weekly updates the latest [Topic C] news and competitive intelligence. Topic D Science Newsletter – This unique newsletter focuses on the latest scientific issues relating to [Topic D] . Topic E Newsletter – This newsletter focuses exclusively on the latest news and information about [Topic E] .

Topic F Newsletter – Another popular newsletter, this weekly update brings you all the news, competitive intelligence and science related to [Topic F] . Topic G Newsletter – Don’t miss a single issue of this informative newsletter about the latest [Topic G] news and developments. Sign up for CI Newsletters. We hope you will take full advantage of these new competitive intelligence resources. We’re here to help you with access to latest intelligence at your desk or on the go! If you have any questions, please let us know how we can help. Best regards.


!!!

Email Series 3 – Portal

Email: InfoWatch Portal promotion (First in series -HTML) Goal: To drive usage and raise awareness Subject line: Have you seen the New Portal? Sign up now!


!!!


Email: InfoAlert Email Alert registration campaign (Second in series – text only) Goal: To register 500 new InfoAlert users Subject line: What matters to you?


!!!


Announcements: InfoAlert Email Alert registration campaign (Third/fourth in series – text only) Goal: To register 500 new InfoAlert users


Banner Ads


New from [Company] and [Department] !Drug pipeline research just got a whole lot faster and easier! Introducing PipelinePlus – Register Now

(NOTE: these can be placed on Portal, library pages, in newsletters, etc. We can make to specification.)

New from [Company] and [Department] !Drug Pipeline Data

Made EASY! Introducing PipelinePlus – Register Now



Text Announcements


Sample Text Ad 1 Drug pipeline research just got a whole lot faster and easier! Introducing PipelinePlus, the newest drug pipeline research tool from [Co./Dept.] that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how PipelinePlus can help automate and simplify your drug pipeline research. Click here to register now. (Seats are limited)


Text Announcements


Sample Text Ad 2 Finally, Drug Pipeline Data—Made EASY! Introducing PipelinePlus, the newest drug pipeline research tool from [Co./Dept.] that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how PipelinePlus can help automate and simplify your drug pipeline research. Click here to register now. (Seats are limited)


Text Announcements


Sample Text Ad 3 Think drug pipeline research is too difficult & time consuming? Think again. Introducing PipelinePlus, the newest drug pipeline research tool from [Co./Dept.] that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. Find out how PipelinePlus can help automate and simplify your drug pipeline research. Click here to register now. (Seats are limited) [Alternate call to action] HURRY, there’s still time to register for PipelinePlus!


Influencer Emails


Sample Email (Send email mid- to late-campaign). Subject line: An important message about PipelinePlus from [name], SVP Research [title] Hello, By now you’ve probably seen various announcements introducing PipelinePlus, the newest drug pipeline research tool from [Co./Dept.] that makes it easy to get and automate consolidated drug pipeline data from multiple sources with ONE simple search. If drug pipeline data plays an important role in your work, and you have not already done so, please take a moment to register for PipelinePlus. As you know [Company] invests heavily in drug pipeline data resources to help you make more informed decisions and maintain our competitive advantage. PipelinePlus helps automate the searching and consolidation of pipeline data from multiple sources. It improves efficiency and accuracy of analyses, promoting more educated portfolio investment decisions. PipelinePlus also allows us to devote more time to analysis/insight generation, and ideally, identify opportunities sooner. To learn more about PipelinePlus, please click here. Thank you. [Name], [Title] PS – Special thanks to all those who have already signed up.


!!!

Influencer EmailsInfluencer: Single email from executive promoting InfoAlert registration (sent mid-campaign) Subject line: Important message from [Name], SVP [title] Hint: write it yourself


Posters/Slides


New from [Company] and [Department] !Introducing PipelinePlus !The fastest, easiest way to search multiple drug pipeline databases, automate searches and create reports. Sign up today! !Contact [email protected] for more details !


mailto:[email protected]


PostersGuerilla: Posters promoting InfoAlert registration (posted throughout campaign) Goal: To register 500 new InfoAlert users Placement: Strategically placed in common areas at all client sites


Surveys


Some general guidelines to consider about user surveys: • Surveys should be short with no more than five to seven questions. Use

multiple surveys if needed. • Surveys should be automated for easier distribution and tallying. • Since respondents are self-selecting, survey results cannot be considered

statistically valid. They do provide anecdotal evidence that can be helpful in decision-making.

• Use a combination of multiple choice or sliding scale questions. • Avoid neutral responses, force respondents to choose either one

direction or the other (e.g., users are either “somewhat satisfied” or “somewhat dissatisfied” but not neutral—neutral means nothing).

• Avoid open-ended questions (most respondents won’t answer them).


!!!

Survey Text Announcements

Announcements: Text announcements in daily newsletter promoting reader survey (final 3-day push) Goal: 100 completed InfoMonitor reader surveys


Guerilla Tactics


• Free food (bagels, fruit, pizza)

• Email signatures • Contests • Brown bag lunches • Content emails • Use your imagination!


Execution and Evaluation


Execution and timing are important. Companies are encouraged to assign a point person responsible for sending emails and other promotions, including reaching out to other departments and making sure they follow through on their commitments.



Measuring Success


It is important to monitor the success of each effort. In most cases people respond to emails within 24 hours and often within a couple hours. Monitoring responses can be as simple counting the number of registrants after each effort, noting which were effective and which were less so. While it’s important to use as many channels as possible, not all will have the same efficacy. Direct emails will likely have the highest response rates and posters may have the lowest. That said, the net effect of a multi-pronged approach should be greater than any single-channel approach.



ROI Presentations


• Selling up the food chain • Create credible success

narratives • BLUFF – Bottom-line up front

fast • Usage stats • User survey data • Testimonials • Benchmarks !

Email me for our white paper [email protected]




ROI Presentations


Note: The following presentation was created to show how PipelinePlus is expected to impact [Company]. Calculations are shown and can be adjusted upward or downward based on actual results. Pipeline is expected to: • Save [Company] between $1.5 and $6 million and tens of

thousands of research hours in first year alone. • Increase research productivity and improve accuracy of results

(derive more value from current pipeline database investments).

• Facilitate analysis and decision making. • Decrease missed opportunities.


ROI Presentations


Assumptions • Simple research 1-2 hours, Complex research up to 40-60 hours; Avg.

project takes 10 hours. • Usage varies from user to user (overall avg. of 1 project per month per

user). • 250 researchers • Avg. hourly rate $68 Save time & money • Reduce the time and cost of current research efforts by estimated 75%

or more. • 250 users @ avg. hourly rate of $68 • 10 hours per month (x12) = 2,500 x 12 = 30,000 hours • 30,000 x $68 = $2,040,000 • Savings: $1.5+ mil. !


ROI Presentations


Increase usage & save money • Increase the number of research projects by 100-300% and reduce the

time and cost of those efforts by estimated 75% or more. • 250 users @ avg. hourly rate of $68 • 30 hours per month (x12) = 7,500 x 12 = 90,000 hours • 90,000 x $68 = $6,120,000 • Savings: $1.5 - $4.5 mil. Increase productivity & improve accuracy • It is hard to quantify the value of increased research productivity and

improved accuracy of results, but we can measure the increased usage of existing databases.

• For example: If database X costs $100k per year and was searched 10,000 times in 2014 at cost of $10 per search. If we increase usage by 100-300% in 2015 it will decrease the cost per search to as low as $1.25 per search.


ROI Presentations


Facilitate analysis & decision-making • The goal of CI is to facilitate analysis and decision making. • Pipeline is expected to contribute directly to this goal by speeding

research and delivery of funnel charts and other competitive intelligence.

• What is the value of faster deliverables? Decrease missed opportunities • What is the cost of a missed opportunity or acquisition? • For example: If another company acquires a smaller company, drug or

therapy for X price, and earns X $mil., that is the cost of that missed opportunity.

• PipelinePlus is expected to decrease missed opportunities for [Company] and increase its competitive position.

!


9 Ways to Promote Business Information Usage

Recap of what we’ve covered today !Before you start, set some goals - Ask yourself, “What would a homerun look like?” 1. Make some noise - Re-launch! “New & Improved.” Recruit new readers. 2. Get noticed - Send reminders - Forward an article/Email an article (once a week) 3. Subscription Newsletters – Opt-in OR opt-out? Can you send the newsletters to

everyone for a week? 4. Advertise (cross-promote through other channels/departments such as corp. comm.) 5. Get endorsements – Send “influencer” emails from someone important (champions). 6. Conduct a survey - Hint: reader surveys can also be promotions. 7. Brand yourself - don’t let people forget your name! 8. Don’t boil the ocean – Only one topic per email! 9. Get creative - Throw a party, Have a contest, hand out bagels… !Finally, measure your success! !!


But wait, there’s more… Links to some more useful marketing resources !• How to Develop a Bulletproof User Engagement Strategy, Freepint article by Sean

Smith • 10 of the Best Email Subject Lines You've Ever Readhttp://blog.hubspot.com/

marketing/best-email-subject-lines-list • RE: Email Subject Lines That Work?http://www.clickz.com/clickz/column/2138675/

re-email-subject-lines-that-work • How to craft the perfect email subject linehttp://thenextweb.com/socialmedia/

2014/01/28/craft-perfect-email-subject-line/#!ywf0o • Marketing Features Vs. Benefits - Learn the difference, and then see the difference

in your bottom line http://www.entrepreneur.com/article/34942 • Where to buy royalty-free stock photos for your promos http://www.fotolia.com • Print stickers online http://www.vistaprint.com/customizable-stickers.aspx !

!!!!

https://www.linkedin.com/pulse/how-develop-bulletproof-user-engagement-strategy-sean-smith



http://blog.hubspot.com/marketing/best-email-subject-lines-list

http://www.clickz.com/clickz/column/2138675/re-email-subject-lines-that-work

http://thenextweb.com/socialmedia/2014/01/28/craft-perfect-email-subject-line/%23!ywf0o

http://www.entrepreneur.com/article/34942

http://www.fotolia.com

http://www.vistaprint.com/customizable-stickers.aspx


Questions?

Sean Smith VP of Marketing InfoDesk [email protected] !Add me on LinkedIn www.linkedin.com/in/infosean !!!!!Copyright 2015 © InfoDesk. All rights reserved | www.infodesk.com




http://www.linkedin.com/in/infosean

http://www.linkedin.com/in/infosean


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