Pre_Scribed Webinar 6: Evaluate Your Success

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

http://www.vodori.com/pre-scribed.html


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


Pre_Scribed Analytics Enables Clear Understanding of Marketing Portfolio Results


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


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


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


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


# 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

Email

Banner Ads

Twitter

Social Media

DiseaseState.com

Landing Pages

Visualize alignment of tactics with your digital marketing funnel:


Pre_Scribed Aligning Business to Content: Publication Calendar

Ensure timeliness of your content by mapping out your content in advance:


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


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


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.


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


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.


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.:


•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]

